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Do a little research and you’ll discover that email is still one of the best ways for companies to do B2B marketing and to generate leads. Here’s the problem though, most B2B marketers aren’t driving traffic to landing pages built from the ground up to convert visitors and the email subscribers. Instead many of these companies are making three major mistakes with their B2B marketing strategies. Number 1, they’re still just sending traffic to their homepage , which is generally not optimized to convert traffic into email subscriber. Number 2, if they are using landing pages, they’re sending every traffic source to the same exact landing page.
Some of the traffic converts to leads but the majority does not. The problem is depending on where your traffic s coming from, different offers, lead magnets and landing pages are needed to optimize conversion rates. There’s no one-size fits all landing page. According to Hub spot, companies with over 40 landing pages got 12 times more leads than those with only one to five landing pages. That’s a huge increase in leads so it only makes sense that you need to customize your landing pages for the different varieties of traffic your site receives.
That brings you to mistake #3, when B2B businesses do use landing pages, they generally ask for too much information that are cluttered with all kinds of info and they have multiple calls to action so the marketing message is completely diluted. Their landing pages are generally not clear and concise like a landing page fully optimized for conversion should be. To give B2B marketers a solution to these problems, we created the enterprise lead generation page. This page is beautiful in its simplicity and the best part is it can be easily customized and duplicated to create tailored B2B landing pages for any business and for any traffic source. Let’s dive into this page and dissect all the different elements. At the top of the page, you can add your logo for brand recognition and a really cool area of in this template is this phone number section here.
If this page is viewed on a smart phone, you can set up this number section to be a click to call link. So if someone comes to this page on a mobile phone, all they have to do to contact you is simply click on the phone link at the top of the page and the phone will dial the number. You can disable this phone number section if you want to but it is available if your business needs it and will show you how to customize all these sections later in the video. Further down the page, we have the headline section where you’re able to hook your viewers and entice them to read further into the page. Because you have a limited area of text bullets, you’re forced to be crystal clear with your marketing message and to only highlight the absolute biggest benefits the user will get out of your lead magnet.
Then there’s a section to display a conceptualized version of your LeadMagnet and finally on the right there’s an opt-in section that makes it abundantly clear what the visitor should do. Click the button and opt in.
Now one thing to note about this opt-in is that the page uses a two-step opt-in, which has been proven to boost conversions in most markets. When you go to other B2B landing pages and you immediately a one-step opt-in where the form is right on the page, it looks like the landing page owner wants to take rather than give and that can be very of putting. With the two-step opt-in process, visitors aren’t showing your opt-in form until they ask to get what you’re offering by clicking on the button. This is much more disarming than a one-step opt-in process. So step 1 they decide they want what you’re offering and click the button and step 2 they opt-in. Plus having a two-step opt-in forces the person to make a choice, do you want to opt-in or not. This one tactic in many cases has shown up to a 50% increase in conversions. Okay.
Let’s say that I’m a SAAS business that automates customer retention and I need to start utilizing different traffic sources to generate leads. Let’s customize this page to accomplish that. Go to My.LeadPages.net and log in. Once you’re in the member’s area, find the enterprise lead generation page and click use this template. From there, select your market from the drop down.
Now like with all pages inside of LeadPages, you simply click on something to edit it. So I’ll add my logo then I want to update the phone number at the top but before we move on, let’s make sure the numbers are clicked to calling. One great thing about LeadPages is you can make any text link to a URL or a LeadBox. In this case, we’d highlight the number and then click on the link button. Now in this box, we’ll add the following: Tell: and then the phone number with no dashes then click done. Now when someone clicks on this number in a mobile browser, they’ll be prompted to call you.
Now I’ll update my headline and the copy about my lead magnet. With these bullets, again I want to emphasize the biggest benefits someone is going to receive from my lead magnet. Here I’m going to add a new image of my LeadMagnet by clicking on it and selecting my image. If you’d like to update the colors of the page to close or match your branding, you can go to the styles tab and adjust anything here accordingly. I’ll switch it back to orange though because I like how it makes the headline and buttons stick out while still matching my brand.
Now I’ll update the opt-in section. If you’d like to hide the download image, you can do that by clicking on the gear and selecting hidden. I like it though so I’m going to turn it back on. Finally I need to initialize the button on this page. LeadPages allows any button to either trigger a LeadBox like this if you click the gear and select edit, you can also have this button go to a URL of your choice.
I’d like to use it to build my list so I’ll select show opt-in form. Now you can either click on click here to edit opt-in form if you’re in this window or if you’re in the main edit window, you can just click on the button to see your integration settings. So I’ll select , which email service provider I want to integrate the page with and , which list I’d like to add people to.
Now I’ll set up some quick customizations on this LeadBox. I’ll start by adding some other form fields like name and a dropdown. Next, I’ll click on the image and change it to the image of our lead magnet and I’ll change the progress bar to show my logo. I’ll also change the button to match the copy and the colors that are no the page. Finally, I need to set up my page to send out my lead magnet when someone opts in on the page. Just go to the lead magnet section and select yes. Enter in your sender details and select your lead magnet from a drop down then select done.
Now name the page and save the page. If you’d like to check how the page will look on a mobile device, you can easily do that right inside of the LeadPages builder so you can confirm that it will look great without having to pull out your smart phone or tablet to manually check. Here’s a smart phone version and here’s the tablet version in also looking amazing. From there, once I hit publish LeadPages gives me a URL that I can use to immediately view the page. Here’s the page we just created and it looks great on a desktop as well. Back in the publishing window, we have a few more options. You can publish the page to WordPress, publish the page to Facebook as a Facebook tab or you can download the file and put it on your own server.
If you’re not a LeadPages customer, this can be a bit more difficult to set up. Here’s what you’ll need to do if you’re not a LeadPages customer.
If you’re a developer, click on the link below and opt in to receive this template and our LeadMagnet delivery system will deliver it to you. Modify the HTML and CSS using your coding skills or the coder you’ve hired, integrate the page with your autoresponder, WordPress etc., get your landing page code that you’ve generated and finally publish the page. We’ve found that if you’re not a LeadPages customer, typically it will cost around $300 for a coder to customize and publish the page for you.
If you are a LeadPages customer, you can publish unlimited pages and do all the customizations within minutes. Just head to www.LeadPages.net and click on the button below the video to get LeadPages. If you’re unsure, which plan to go with, we recommend the pro annual plan as it comes with the majority of the features we have, includes one free sub account and is 40% cheaper than paying monthly. So join us at the pro level.