How to Create Powerful, Effective Landing Pages
We're going to be talking about the livecast lifestyle and specifically the landing page app that we are learning to use and why we like it, why we got it, and what we do with it.
If you are a small business owner, entrepreneur, consultant, coach, creating your own in-home business, and you're trying to run your business professionally, build an email list.
It is important and needs to be a top priority.
To build that email list, you need a lead magnet and a landing page.
How a Landing Page Fits Into Your Sales Process
The landing page got its name back in the late two thousands. It was called a landing page because marketing professionals were using marketing campaigns to direct respondents to a particular location on the web.
It's where you land after seeing some persuasive copy that enticed you to respond.
Then they could begin engaging them throughout the customer journey.
Engagement is the first step in the sales process.
Social media platforms produce revenue by selling advertising space on your feed.
If you're not paying for the product, you are the product.
If you're not paying for the use of that social media platform, then you become the product because you're the one who sees the advertisement sending you to a landing page.
Let's say you go to your Facebook page and see ads targeted towards you based on what you've done in the past. The algorithm determines your demographics, looks at your likes and dislikes, and then it feeds you advertising.
I get a lot of advertising about cameras, audio equipment and fishing, because it knows what I like talking, posting and reading about.
When I click on one of those ads, I'm brought to a landing page that might have a video, text or images on it talking about the product they'd like to share with me.
Then it gives me the opportunity to opt in for more information.
Once you're at the landing page, you fill in your contact information to get more engaged with that brand.
Recent Social Media Advertising Updates
Google and Facebook/Meta are reducing your ability to target your ads to very specific audiences because of incorporating stricter privacy rules. Advertisers cannot target people as well on Facebook/Meta and Google as they have in the past.
That means you take that targeting responsibility into your own hands.
How do you get people to your landing page?
How do you find and sort people who are the right fit for your business?
You do that by producing targeted content and posts and through your landing page.
What is a Landing Page?
Landing pages have two purposes: to collect leads and connect with them.
One purpose is to connect you with prospective clients by driving them to your landing page. That action is the first step in your sales process.
Your landing page is an automated instrument to collect information such as a first name and email address. Or you can ask poll questions.
Decide what to do with that opportunity and engage with them in a variety of ways.
You could send them a packet of information through email or postal service mail.
You could ask them to have a conversation with you.
The second step in our process is for our prospective client to schedule a meeting with us.
We know from the services we offer, podcasting training, live streaming training, and publishing your book, that we need to have a conversation with you before we do anything. Otherwise, neither of us has the correct set of expectations, and it's important to do that.
You became visible to this prospective client because they responded to your marketing and your landing page. They are leads.
We recently got a landing page request for a conversation.
We're always telling people if you're about to launch into video or podcasting, set up the one hour conversation, we'll be happy to do that. It'll give you a head start on what you're trying to do.
We spoke with this contact by video conference and gave him our recommendations. He implemented them. I just got a link to the video of their first meeting.
He received enough value and insight during our call that he could put it to immediate use. He may refer us to people in his group because of the value he received.
Either way, he is now on our email list and a member of our community. There's always potential there, even though it may not seem like that at the beginning.
The connection will generate leads.
Integrate Your Email App
Some email apps, like MailChimp, integrate with hundreds of other apps.
If your email app does not automatically integrate with your landing page app, Zapier is a very smart tool that integrates all kinds of applications. So if you have a separate landing page application and email application, Zapier uses an automatically generated API, an application programming interface to connect them.
When you connect your landing page application to your email application, it will create an automation. Zapier calls that a zap.
So if you have an email application where you've already built an email list, and you have a new landing page application, you can integrate the two of them without having two separate email lists.
Who Can Use a Landing Page Application?
The answer is any small business owner, especially if you're operating an online business from your home.
But even big manufacturers are using landing pages.
Who doesn't need leads?
The difference is big companies have a marketing department and a big budget. You're a small business owner or consultant with a limited budget.
But you have enough marketing savvy to know that networking meetings and telephone calls are things of the past.
You prefer to use a video conference so that you engage even further.
That’s how we feel and where we’re at, and we recommend apps designed for small business owners.
It doesn't make any difference if you sell products or services. Products are tangible things like my son's tin work and my daughter's Retablos, or services like livestream training and publishing your book.
You can have any kind of business, whether it's business to consumer, business to business, or business to government.
My business in Washington DC was very much business to government until around the mid-nineties, when I started selling to the businesses that were selling to the government. It became B to B.
The Content Creator
As a content creator, you may wonder, why do I need an email list?
You can't always reach people on social media. You need to reach them through email. Those people are your top priority. They're the people who most want to hear from you.
Getting them on your email list gives you that next level relationship with that person.
They have opted in and said yes to your offer, whether that's a newsletter or a free download. They are interested in the value you offer.
They become that warm lead on your email list that you can then nurture through additional newsletters, updates, emails, announcements, articles, and other communication.
A content entrepreneur builds a loyal tribe person by person. That community member is a fan who will buy whatever you sell because they know, like, and trust you.
Why Use a Landing Page App?
Your website informs visitors where you are, what you do, how many people work there, how to contact you, along with your product or service features, functions, and benefits. It's a generic location for people to find out a lot of information.
Landing pages are different because they're focused on a single product or service. That's why you should have a landing page app that enables you to build more than one landing page website.
Some of the online website development tools let you build one website for free, and then if you want to build more, they charge you to do that.
You can have multiple landing pages, one for each product, service, or capability that you want to promote.
They tell the story in the shortest amount of time without distractions.
Prospects don’t have to navigate through a website to get all the information they need about a product or service.
They are always one page, but some of them are one page above the fold, above the bottom of the screen. Others are longer and you have to scroll down.
The idea is to offer at least two opportunities to engage, one above the fold, and one as you scroll down to the bottom.
When it's something simple like get our newsletter, that is one short page. If you're selling a complex solution, like book publishing, it's a long page.
What Are Smart Pages?
Our email application, SendFox, has smart pages generated for you, but they're very limited. You can use one picture. You can use one form. You can put in some text and your logo. The only job after that is to make sure it's above the fold.
It’s not designed to be very complex or give you multiple options.
Promote Your Landing Page On Social Media
You can start with an advertising budget of a hundred bucks. Facebook, Google or YouTube will show your advertisement to people who meet your demographic or lead criteria.
You can run an A/B test for 200 bucks to see which of the ads perform better and which of the landing pages perform better.
Using social media for your advertising is not only easy, it's relatively inexpensive compared to any other advertising.
You could pay as little as 6 to 8 cents every time they present your ad to one of your prospective clients and rarely pay unless they click on it. That's called pay per click (PPC).
There are no guarantees that once they get there, they are going to start the process of engagement. But at least it only costs you 6 cents for that one click.
The idea is to use that landing page as a mechanism for persuading your visitor to sign up with you through a series of micro-commitments. Your landing page copy and images must persuade them to make that micro-commitment to give you their name and email address.
The first micro-commitment is getting them to click through to the landing page.
Next, nurture that budding relationship by providing what you promised: a free download or entry level product.
Then continue the connection with an onboarding series of emails and an offer to have a conversation.
The last part of conversion is moving them from a prospective buyer to a buyer.
What does your sales process do to ensure that when you get a lead from your landing page, eventually they're converted to a customer?
Organic Promotion Through Content Creation
You don't have to pay to advertise your business, brand, products, or services.
Promote organically by posting your content with a link to your landing page.
You can do what we're doing and share the information on your show, blog, podcast, and social media sites and bring people to your landing page.
Do it organically without spending money on ads.
The Early Bird Waiting List
Build a landing page when you have a new service or product offering.
Shelley is building a new Livecast Lifestyle course. We have an early bird waiting list where people can sign up to be notified when the course is available. Those who sign up will get a special discount.
Shelley’s daughter Alicia has expressed an interest in becoming a content entrepreneur.
She's been a content creator in the past. She has her own YouTube channel called Y N N, Yankochick News Network, where she talks about Weird Al Yankovic. It's been idle for a while.
Other people she knows in that community have started their own podcasts. She has a couple of friends who want to do a podcast with her.
I insisted that if she's going to do a podcast, she must do it video first because that's what I teach. It's the most efficient use of your time and you get the most coverage so you can gain visibility quicker.
She asked me lots of questions and I said; I'm putting together a course, go look at my slides and then ask me questions.
Those questions that she asks me after she's seen the slides will show me what I still need to add to the course.
So that's going to be very helpful for both of us.
We have a Livecast Life book; we have a free downloadable Livecast workbook guide and now we'll have a course to go with them.
People who are really interested can go through that material and come out the other side ready to start their live stream. We can support them throughout the process, but we don't have to be involved in the day-to-day coaching and it will have a much lower cost that way.
When Should You Have a Landing Page?
You use the landing page when you have a new service or product, you're ready to convert your leads, you don't have a big marketing department or budget, and you can't afford to hire an agency to do it for you.
You need to get a landing page app that's easy to use.
Spend a day watching the intro videos and then build your first landing page.
Don't advertise your landing page on Facebook until you have a sales process.
Map out what happens as these people engage with you. Don't leave them hanging because you’re not ready to follow up.
It's a waste of your time to get all that initial engagement and not have anything to do with it.
Which Landing Page App Is Best?
You could use the basic landing page feature in your email marketing app. If you’re using something free, like MailChimp, because you're just starting your business, there is a landing page feature in almost all those email marketing apps.
They're basic, but they work. They're a good starting place.
If you want to get into a dedicated landing page app, something like Click Funnels, AWeber or Infusionsoft, they're very expensive. They're for bigger companies that have that kind of budget.
Maybe you are somewhere in the middle, like us.
I've tried the free route. I want something a bit more substantial, but I want to own it. I don't want to pay money every month for something. So what can I do?
SendFox is our email application, and it is an AppSumo original. Smart pages are what they call their landing pages.
It works. It's very simple.
There isn't any help with marketing language or copywriting. You come up with your copywriting, messaging, images, and branding on your own. They're not made to be very sophisticated.
This is primarily an email application and the landing page feature is not drag and drop. It's what I'd call fill in the blanks.
That is to be expected, because it's an added feature and not the primary focus of the app. But when you're ready to graduate to the next level, it's time to spend a little money and get something that's going to give you more features, including analytics.
That will help you analyze if you’re doing the right things to attract and convert leads.
Is this copy working for people or should I change the image or wording?
Sometimes you need to do that kind of testing to get the best landing page possible. Then you can go all in on that tested and polished page.
How to Own Instead of Renting
We've been exploring a lot this year with apps that we can buy rather than rent.
There are certain apps that we have purchased.
Melon is a live streaming app that we thought we'll get rid of Streamyard and we'll go to Melon.
But we're a stan for Streamyard.
I'm going to help my daughter learn to use Melon for her livestreams, and hand that app over to her.
But there are other apps that we easily transferred over, including our email marketing app and calendar scheduling app. We prefer to buy rather than rent because you're going to save money in the long run.
We recommend AppSumo for purchasing applications. AppSumo is a marketplace for applications designed for the small business owner, entrepreneurs and content creators.
The SAAS companies decide when they go on AppSumo that they're going to sell you the lower end of their product. That way, they get more customers who provide them with feedback and word-of-mouth advertising.
Most of the apps offer plenty of what a small business owner needs and it sells at a fixed one time price.
That’s why we purchased the Marcom Robot landing page app. It is currently on sale for $79 and gives you an infinite number of landing pages.
If you want to get a $10 discount and you've never used AppSumo before, use this code http://fbuy.me/v/tyounis_2 to get a $10 discount on your first purchase.
We published a book on Amazon called Livecast Life, the Content Creator Lifestyle. Part of that lifestyle is growing an email list with lead magnets and free downloads and that means you're going to need landing pages.
There is a chapter dedicated to collecting emails and how to do it with landing pages.
If you'd like to learn more about how to incorporate all of this together, go to http://book.livecast.life to get the book or sign up for our course, which is coming out soon. Get on the early bird waiting list to secure your special discount at http://course.livecast.life