Landing PagesWhether you use a blog as part of your company marketing strategy or it is your only online presence, youll no doubt be looking to promote your blog as widely as possible.

Unfortunately, much like normal websites, it is not simply a case of build and they will come there are, however, lots of ways to encourage visitors and readers, some of which are outlined in the
52 methods of blog promotion.

Consider Landing Pages

Whichever ways you choose, I would encourage you to also adopt one of the key elements of successful online marketing and develop specific relevant landing pages to complement the marketing. In case you are wondering, a landing page is the page on your blog that visitors arrive at after clicking on your promotional creative, whether that is a Pay Per Click advert, email marketing link, magazine or newspaper advert or a Word of Mouth recommendation.

You should make the page completely relevant to the keyword phrases they have been searching on in the case of Pay Per Click advertising or the subject matter of the promotion – effectively, your first goal is to reassure the reader that the page (and by implication your blog and company) really does provide what they are searching for.

This is equally effective when you are marketing offline, perhaps in magazines or at seminars, as you can create individual landing pages which offer information which is going to be relevant to these groups – then just provide them with this URL rather than your homepage.

What are your aims?

A landing page needs to be focused not only on where your reader has come from but also very clearly on what you want them to do and where you want them to go as a result of reading it. There are a number of different options which are nicely summarised by Seth Godin as follows:

  • Get a visitor to click (to go to another page, on your site or someone else’s)

  • Get a visitor to buy

  • Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.

  • Get a visitor to tell a friend

  • Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback

The information that you decide to have on each specific landing page and how you build the page will depend on what you want to achieve with it. The whole page should point to the “call to action” that you are looking to achieve, but at the same time should motivate your readers by showing them the value in it. It that means using a “giveaway” as a taster then do that too.

Creating the Landing Page

You could use a highly relevant single post or, more appropriately, a category page, with a specific sticky post at the top to make sure that you press home your message. Lets face it, posts on business blogs will tend to be specific and focused on a particular subject or subject area.

However, to get the developed landing page we outlined above then ideally you should create one which is tailor made for the job. If you are using WordPress, then this is very straightforward just create a page (rather than posts) which sits outside the chronological structure of the blog and link directly to that. With other systems, you should be able to use the same functionality that you use to create your About page .

In terms of content, try answering these questions as you create each landing page:

  • What benefit am I offering? (may be more appropriate than what service or product)

  • What specific group of people do I want to appeal to?

  • 5 reasons why they would be interested in what I have to offer?

  • What do they need to do to take the next step? (ie. subscribe, buy etc)

It is helps, you could consider that each landing page is really a summary of all the pages covering the product or service you are offering which needs to be motivational and persuasive without being hyped.

So to summarise – I’m not suggesting that we start to turn our business blog into purely a direct sales tool. Far from it. However, the blog is a business tool and we should use it to develop connections and new opportunities as best we can to support the marketing activities we employ to promote it and our business. Astute use of landing pages will help to achieve this.

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