Landing Page Academy » Chapter 3: Publishing a Landing Page » Lesson 4/5
Your landing page may look great, contain an engaging and convincing copy, but without traffic driven directly to it, it simply won’t work, no matter how you try. So how to drive traffic? How to get people to visit your landing pages? There are plenty of methods, and we can split them into two groups: free and paid.
This technique is available only if you already have a lead database at your disposal. Knowing that, and also knowing that people tend to check their inboxes one to… even a dozen times a day, you’ve got to see the potential that lies in e-mail marketing. I, too, believe that sending e-mails can be profitable and effective if done right. The best proof for that? I have written e-mails and sent them to all Landing Page Academy readers who have signed up for notifications. It’s was great way to remind people that there were new lessons available.
It’s also a great way to drive some traffic to your landing page. Remember to write relevant and convincing subject lines – you need to make people click on messages from you while keeping in mind that they get tons of e-mails each day.
There’s a significant similarity between e-mails and landing pages – they all need to be focused on a single goal. In the case of e-mails, it’s usually clicking the button inside. While writing an e-mail, make sure that the message is short and clear, and spend extra time on a subject and CTA.
Many companies run their blogs for SEO purposes, which is a smart move, but sometimes insufficient. To expand the reach of your website or landing pages, you may offer your writing skills and your brand to write for blogs of companies from your industry. It serves a few purposes at once: sharing knowledge, getting brand recognition, and driving traffic.
Start with writing e-mails to other blogs with some ideas (or titles) for entries you’re ready to write for them. It’s a win-win situation: you get to include the link of your choice into the article and then get a free, high-quality (hopefully) piece of content for their blog.
You may not know that, but landing pages can be SEO-optimized, too. Although there’s not much text on them (or rather, there shouldn’t be much text), it still can be done. One thing before you start, though:
SEO optimization would work well only for landing pages that you mean to use for some time. If it’s – for example – a one-time offer that would be valid for a week, don’t even bother yourself with SEO. On the other hand, if a landing page is used for cyclical marketing campaigns, like Black Friday or Christmas, it should be well-optimized because it will have enough time to get indexed in search engines.
If you’ve got a company website, which is being visited by thousands of people, but no one can find your landing pages, why not use it in your favor?
It’s not everything you can do to drive traffic for free, but trying some of these four methods is more than enough at this point. Now it’s time to check what paid options you have to drive a significant amount of traffic to your landing pages, compare them with free ones and take the next step:
Have you ever heard of Google Ads? It’s one of the most versatile and powerful marketing tools out there. But running ads in the Google search engine doesn’t come cheap… or easy. If you’re new to the subject and want to run paid ads on Google’s platform, visit Google Skillshop and take a free online course (that also ends with a certificate!).
Google Ads lets you advertise your content in relevant search results. So if you sell car parts in your online shop, you may want to make your landing page visible after someone types in “car parts shop” in Google. To do so, you need to buy an ad for a specific keyword (like the one mentioned above). The sponsored will be displayed at the top (more expensive) or at the bottom (cheaper option, but less effective) of search results.
There are thousands of options available, so you may target your ads to specific car brands (or even models), to a particular audience (remember the lesson about target audience?), or for a specific location.
Depending on what you’re trying to accomplish, social media might be an even better place for advertising than Google search results. Let’s say you’re running webinars about interior design or architecture. In such a case, Instagram seems to be the perfect choice to run ads on. Keep in mind, though, that advertising on social media platforms should come along with running a profile, so people can visit, follow and interact with it.
Instagram, Facebook, Twitter, LinkedIn, Quora, TikTok – all these giants of the social media world offer their advertising platforms but running after so many hares… well, you should focus on the network that’s the most promising one instead, at least for starters.
Be sure, though, to use all the targeting options available on the platform of your choosing – proper targeting can save you tons of money!
It may look like people are slowly getting fed up with influencers everywhere, but that’s only one side of the coin. If you look closer, you can see that the real problem is bad influencer marketing. Yeah, that was helpful. So what makes influencer marketing good?
Credibility, honesty, and relevancy. People appreciate influencers who openly admit that they are working with a particular brand. Also, influencer marketing works the best if the blogger, YouTuber, or Instagrammer creates content that is already relevant to what you do – such an approach builds credibility, both yours and the influencer’s.
Say that you’re selling hiking equipment. No point in partying up with a fashion blogger, but if you find an Instagrammer who constantly posts about their expeditions, you know that it might be a fruitful collaboration for both sides.
How does influencer marketing work with landing pages? Easily. As your marketing campaigns should have their dedicated landing pages, the influencer can use their tools to spread the word about the campaign by sharing your link in their posts, stories, live broadcasts, and so on. Also, you may want to work with influencers regularly, but it may be a good idea to start with one-time cooperation. It can, but not necessarily have to be, cheaper than a long-time relationship.
Let us know what you think about Landing Page Academy, and we’ll send you a handy Landing Page Checklist in return. The checklist will help you make sure your landing page is ready to rock!
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1. Getting free traffic means that you have to put much effort and time into this.
2. Long-term efforts bring long-lasting results (which is a good thing).
3. Paid traffic can work miracles, but it’s usually costly.
4. Take time to target your ads for a specific, narrow target audience. Trying to reach everyone at once will result in a total bust.
In the next part, you'll learn how to optimize the landing page of yours. What tools to use and which part of landing pages usually need tweaking.
That’s not the end of the list. If you dig deeper, you may find many other methods to drive traffic to your landing pages. Anyway, these are the ones that I find the most versatile and fitting for various industries.
