Websites give you so much information on a variety of things. Homepages are fantastic because they give you a grand overview of what to expect. You can expect to find links to every other page from the homepage. But, landing pages have a different goal.
Most of the time, website landing pages only have one purpose. They usually don't link to any other website pages, too. Visitors land on the page to complete a singular action, such as filling out a form.
Landing pages fall under as much scrutiny from Google as homepages do. Thus, I am going to show you 10 different ways to drive traffic to your landing pages.
1. Pay-Per-Click (PPC)
This may be one of the costlier options. But, it's also one of the most common online methods for driving traffic to a landing page. PPC is an internet advertising model used to drive traffic to websites. The advertiser pays the publisher when the ad is clicked on a search engine results page.
If you decided to use PPC to drive traffic to your landing page, use the same verbiage in your ads as your landing page. This provides a familiarity to the user clicking through to your page. And, it is more likely to result in conversions. Make sure to only address one product or service, too.
It is also crucial that your landing page only offer the product or service that you advertised. You don't want to distract the consumer with too many extraneous things. There should only be one objective for the consumer. For example, getting a quote, downloading an e-book, or subscribing to a newsletter. It should match whatever you advertised initially in the ad.
2. Email Marketing
Email is a great way to reach a large of number people on a small budget. In this case, you have two main audiences you can target. The first is clients. If you want to cross-sell products, a landing page would work well. Pull list of auto insurance customers from your email marketing system. In your email message, use a call to action button to send them to a landing page on homeowners insurance.
The second type of audience would be those considered lost. That is, those who never purchased a policy with you, but whose information you still have. It would be worth to try and capture their attention one more time with a convincing email and landing page.
3. Social Contest and PPC
Running contests on social media is the most fun out of all these methods. Most of the time the contest can run from the social platform itself. But, in case you need a webpage for contest rules, it's always best to create a special webpage. You may also use paid ads on social networks, in which case the same rules apply as the first point above. Always use a landing page for contests instead of a homepage.
Videos are very popular for internet marketing these days. If you plan on video blogging and you've correctly optimized the videos, YouTube is an excellent platform to upload them to. After all, Google owns YouTube. If you vlog regularly, you should be linking to landing pages instead of your homepage. These landing pages don't have to be specially created like the ones above. They could even be lines of business pages, or written blogs that you are referring to.
5. Office Visits
As connected as we all are, there are still offline methods that drive traffic to landing pages. There are insurance agencies who get walk-in traffic from customers to make payments or get quotes. Why don't you print out a poster with a QR code or a tinyurl that goes to your landing page that advertises a new product or service? You only need to print out one or two copies. ITC can help with graphic design work so we can make sure it matches your brand's look and feel.
6. Direct Mail or Postcards
Typically, direct mail or postcard campaigns don't have the best ROI. However, if you create a personalized landing page for each city that you send them, and add tracking using Google Analytics or some other tool, it may help you to find out what works and what doesn't. At least you'll be able to find out where best to spend your marketing dollars. You would also be able to super specific with the landing page design and really target specific geo-targets. This may help to increase conversions.
No insurance agency is an island. Most agencies participate in conventions, events and seminars held by counties, cities, carriers or fellow agencies. In such case, it's always a good idea to have some pamphlets or business cards handy. The main thing to remember is to customize these landing pages to the audience you’re targeting. Don't create a landing page targeting the Fort Worth Chamber of Commerce Small Business Convention when you're handing out a flyer to the Dallas County Fair visitors. It's not really appropriate.
A good way to give your brand visibility is by sponsoring events or charities. You could even sponsor a school's team. Surely with every sponsorship comes team jerseys, banners, etcetera. You may create a webpage to explain all the work you're doing as the sponsor. Make sure people know where to visit that webpage by clearly displaying that landing page address on the banner, event program or team jersey.
The very fleeting nature of a digital billboard demands that the website you advertise be catchy and memorable. Whatever domain you choose, make sure the images you choose for your billboard are reflected in your landing page. Whatever you story you convey on the billboard should continue on the landing page.
I'm sure you've seen these many times before. A commercial voiceover tells you not to visit the website homepage, but a landing page. My favorite is where the dog says, "Just visit wellsfargo.com/woof!" and she actually barks! So cute! I don't even need to buy a house, but I remember that commercial. That landing page even has the commercial embedded on it, so I can watch my favorite commercial again. Radio and TV reach a much wider audience, but the same rules apply. Simplicity and matching the ad to the page.
If you choose to use more than one of these methods, I urge you to use a different landing page for each method. This makes for easier tracking. The biggest mistake I've found agents make is they don't properly track each of the pages they send traffic to. You need to make sure each page tracks traffic separately. Then you’ll know exactly where that traffic came from, when it came there and why. Otherwise, you are pouring money down the drain, and I don't want you to do that.
Do you have any other methods of sending traffic to your landing pages? Let me know in the comments below.