What is a Landing Page in B2B Marketing?
In this blog post, we’ll demystify the concept of a landing page and answer the questions of what a landing page is and what it is not. We’re also going to take a look at some of the best landing page examples we’ve seen in the recent months and discuss the tool stack you need to build high-converting landing pages for your B2B demand generation campaigns.
In B2B digital marketing, landing pages are a particular type of webpages that serves one specific purpose – converting web visitors who landed on it into leads. In B2B space, if one merely visits the landing page as the result of clicking on a link in an ad or email, they are not yet considered leads. Leads are more than landing page visitors. Leads are those visitors who filled out the registration form on the landing page and entered the B2B demand funnel.
Q: What Are the Differences Between a Web Page and a Landing Page?
While it may seem as though landing pages are very similar to your regular web pages, they have some fundamental differences.
A typical web page is a team player while a landing page is an army of one.
The goal of any web page on your website is usually dictated by the position of the page in your website hierarchy, or sitemap. Web page is always a team player. Each web page has a particular role and serves a specific purpose. All of your web pages are interconnected, and that’s how your website is coming together. Here are the core features of any web page:
- Has many different call-to-action (CTA) visible at once
- Encourages users to start exploring the website, even if the exploration may not necessarily result in the website visitor-to-lead conversion (no form fill-out);
In contrast to the web page, the goal of a landing page is converting the website visitors into leads by encouraging them to fill out the registration form. It’s the relentless focus of the landing page on the action that makes it completely different from a standard regular web page. Compared to a proper web page, a high-converting landing page is not a team player at all; it’s an army of one.
- Has one focused call-to-action
- Doesn’t have any navigation or external links or standard website menu, just the CTA
- Continue reading: Top 5 Landing Page Best Practices for B2B Marketers
Q: What's the Differences Between a Home Page and a Landing Page?
One may argue that the home page of the website is nothing else but a landing page that best represents the brand and provokes the encourages the website visitors to make an action.
Your landing page is everything that your home page is not.
Your home page is the most up-to-date reflection of your brand identity, the most accurate representation of your product portfolio, and the starting point from where your website visitors take off on a journey across your website. While your home page looks fantastic, and it should since I bet it is the most visited page on your entire website, if you take a closer look at its visitor-to-lead conversion rate, you won’t see a considerable number.
Your landing page is everything that your home page is not. Yet it’s the most goal-oriented page (or series of pages) on your website, designed in a very efficient way. Self-sufficient means that each landing page typically explores just one use case tells only one story from the beginning to the end, but it does it most thoroughly. Your landing pages have the purpose of converting your website traffic into the customers.
Q: How to Drive Traffic to a Landing Page?
There’s one thing that your landing pages can’t live without. Many believe that this secret sauce is a drag-and-drop landing page builder, but it’s the traffic. For your landing pages to start converting your traffic into leads and customers, you’re going to bring the audience to those landing pages at first. Here are the most common sources of traffic to the landing pages
Organic Search Traffic
The rule of thumb is the better your content is, the more engaging your blog posts and product pages are, the more you create awesome videos, the better organic search rankings your website will have. The organic search traffic is a critical part of your marketing mix that not only converts from visitors into leads better than any other traffic source, but it is virtually free of charge. Well, somewhat free of charge, as it comes at the price of hours and hours of creating great content that will then get indexed by Google, Bing, and other search engines.
Organic traffic has the highest conversion rate from the visitors into leads.
Paid Search Traffic
On top of trade shows, which are very costly (but are likely not going to be part of the marketing mix for a long time due to coronavirus outbreak), B2B marketers are spending the most significant portions of their demand generation budgets on paid search campaigns. This is when your pay-per-click and pay-per-impression marketers and buying a share of voice to show your ads to the people searching for the terms relevant to your business. Paid search traffic is expensive, so unlike the organic traffic, it must be directed to your landing pages.
You find yourself on a “Brand X” website, go to another one, and suddenly you realize that you’re being chased by the “Brand X” ads like Brad Pitt is being chased by paparazzi. Does this sound familiar? Right! That’s what retargeting campaigns are. Until you make the target action, i.e., request a free trial, register for a demo, request pricing, marketers at “Brand X” will keep chasing you as long as they can afford. Your retargeting campaigns are also quite expensive, and you should consider directing your traffic to the traffic to the landing pages to maximize the ROI.
If you’re being chased by the “Brand X” ads like Brad Pitt is being chased by paparazzi, that’s what we call successful retargeting in B2B marketing.
Email Marketing and Nurturing
If you own an email marketing tool, such as SendInBlue, SendGrid, MailChimp, or a more expensive and sophisticated marketing automation tool like Adobe Marketo, you appreciate the power of email marketing campaigns. Inexpensive, yet extremely effective if done right, these campaigns have been delivering high ROI to the B2B marketing community. Much like the organic traffic, the traffic from your email programs comes at virtually no cost. Yet you should consider directing your CTAs in your emails to the dedicated landing pages to maximize the visitor-to-lead conversion rate.