A good argument can be made that landing pages should not sell. “But,” you may be thinking, “I’m spending a lot of money on Google AdWords to drive traffic to this page to make sales.” We know, we know. But, hear us out on this point.
Are You Wasting Money by Using Your Landing Page to Sell?
While Google AdWords is an excellent way to make immediate sales, is it the sale today you want, or a long-term relationship with prospects that lead to ongoing sales?
As anyone with even basic marketing experience knows, loyal customers who stick with you over the long haul are much more profitable. Why? Because you don’t have to “sell” them over and over again. They already know and trust your product/service. Hence, they are a better return on your investment.
Too many businesses make the mistake of taking the short view. And this is especially true in online marketing. They drive traffic to a landing page and immediately ask for the sale. And, while this may be great in certain situations, eg, holiday PPC campaigns, it misses the mark a lot of the time.
Pay Per Click Marketing Tip: How to Better Use Your Landing Page
“So,” you may be wondering, “what exactly should I use my landing page for?” The answer is simple, to forge a long-lasting relationship that can be worth thousands of dollars in the future sales. You can do this by educating prospects about your product or service.
For example, by offering a free booklet or free seminar on your landing page, you “hook” them first. While this is a longer route to a sale, it engages the prospect on a different level than other marketers whose main goal is to get the prospect to “Buy Now!”
And this is the real way to get a better ROI on your Google AdWords campaigns (or any other form of marketing).
