If you are new to the world of digital marketing, there are likely many terms that you have heard that are confusing. For example, not many people understand what lead generation is, what content marketing, or what a landing page is. All of these are vital components of a digital marketing strategy but a landing page is arguably none of the most effective methods of driving more leads and traffic to your website. 

If you are making use of a digital marketing agency in South Africa using a landing page should be a part of your digital marketing strategy. However, if you are not entirely sure about what a landing page is, exactly, we are here to help you understand this digital marketing tool and why it is so useful for your business, brand, or company. 


What Is A Landing Page?


A landing page can be understood as a standalone web page that has been specifically created for a marketing or advertising campaign. It is where the visitor will “land” when they have clicked on a Google AdWords or paid advertisement. 

A landing page is built with a simple goal in mind – to act as a call-to-action in order to drive people to take a specified action and to drive traffic to your website. Another use of a landing page is to gather consumer information, such as offering a signup form that allows users to download an ebook or a whitepaper. 

Marketers can use the information from the form in order to create targeted advertisements for consumers who are genuinely interested in the product or service. Landing pages are not general and should always have a specific purpose in mind when they are created. 


Home Page vs. Landing Page


Now, you might be thinking that a landing page sounds an awful lot like the home page of your website. And while it can look similar to pages on your website, a landing page and a home page are not the same. 

One of the main differences is that the home page of your website will likely have numerous links to different pages on your website, whereas your landing page will only have one or two important links which are usually calls-to-action. This is part of a digital marketing strategy to drive specific action on this page. 

Your home page is an important element of your website, as it is the first impression that many people will have of your business, brand or company. It is used to introduce consumers to your business and encourage them to learn more about you, but it might not always be the best link to use for an advertising campaign. Having a specific page to send consumers to will help to bring in a more targeted audience and more interested clients. 


What Can A Landing Page Be Used For?


Landing pages can be used for numerous digital marketing strategies and content. This includes capturing information from an interested audience, providing your audience with branded downloadable content, or even providing free product trials. The end goal, however, is to generate leads for your business. 


  • Ebooks And Whitepapers: Ebooks and whitepapers dive deeper into industry topics or provide unique content about your business and projects. Using a landing page for downloadable content is an effective way to gain the interest of your audience and create lists of users who are genuinely interested in your content. 


  • Email Newsletter Subscription: If you write a significant amount of content about your industry, or if you would like to share unique insights on a platform other than your website, an email newsletter is an ideal solution. A leanding page with a call-to-action to subscribe to your newsletter will help you to collect information and send it to the right people. 


  • Free Product Trial: Offering a free product trial is a highly effective method of bringing in more leads. A separate landing page for this offering will separate it from your other products on your website and will provide an exclusive, positive customer experience. Asking users to sign up with an email address and job title will also provide valuable insights into who is interested in receiving more content from your company. 

A landing page is highly versatile and should be a part of any successful digital marketing strategy. 


Why Are Landing Pages Valuable?


Landing pages are valuable to your digital marketing strategy because they are helpful in building lead generation and can be used in lead nurturing tactics. If your landing page collects the email address of the user who has landed on it, you can use this email address to send further relevant and valuable content to these consumers. 

Lead nurturing allows you to learn more about your leads, such as where they are in their buyer’s journey, as well as enables you to provide them with more information about your business. 

This relationship-building technique will help you to convert these leads into customers and will also improve your brand awareness and engagement. You can also send them newsletters containing thought-pieces and articles relating to your business and industry. As they are already interested customers, this content will further enhance your lead nurturing campaign. 

If you are interested in reaching more consumers and driving more leads, you can contact NetMechanic today to find out how we can build a tailored landing page for your needs.