Once you’ve created and optimized your landing pages, you don’t want driving traffic to them to be a huge pain. Luckily, once you know how to drive traffic to a landing page, it becomes easier. Any comprehensive marketing strategy will include owned, earned and paid media - this is known as the digital marketing trifecta:
While it’s true that paid media can definitely help you to drive traffic to your ad landing page, the costs can sometimes be a bit crazy. Industries such as legal services or auto insurance, for example, have historically had astronomically high keywords costs.
And of course, just because someone clicks on your ad doesn’t mean that they’re going to turn into a paying customer. No, some industry conversion rates are as low as 1% - and that’s just to get a lead. Not all traffic turns into leads, and not all leads turn into sales, so if you’re spending close to $700 per click, the ROI for paid ads probably isn’t worth it.
Luckily, there are many other fruitful ways of driving traffic to your landing pages. Ways that don’t include spending a small fortune on clicks.
So if you want to know How to drive traffic to a landing page, we have a few ideas.
There’s a reason why so many marketers still make use of email marketing. There’s no denying that it works, even if it can be annoying to have to clear your inbox every few days. According to one survey, email marketing is over 40 times more effective for acquiring new customers than Twitter or Facebook. Additionally, 81% of digital shoppers in the United States marked themselves as being at least somewhat likely to make additional purchases because of targeted emails.
Even more impressive, emails have the highest conversion rate - 66% - compared to direct mail and social media.
Chances are, you already have a database of prospective clients who may be interested in your new offer. If you want to know how to drive traffic to your landing page, a well-targeted email send is probably the best way to go.
There is a lot of research available online about which are the best days and times for sending out emails. Unfortunately, while all of this is helpful, there really is no universally accepted best time for sending an email to your list. Your customer base is unique, and depending on the industry, your audience’s age group and lifestyle, the “ideal” time may not be one of the recommended ones at all.
The best tactic for determining your “best time” is to send your emails out in batches. Test which days and what times produce the most opens and click-throughs, which produce the most conversions.
While many companies tend to limit their newsletter blasts to business hours on business days, there is some research to suggest that sending marketing emails during off-peak hours is recommended.
When it comes to social media for driving traffic to your landing pages, the most important question you should be asking yourself is, “Which channels are my audience spending their time on?” There are so many channels, like Tumblr, Instagram, LinkedIn, Twitter, Facebook, YouTube - you need to make sure you’re choosing the right one.
Social media channels are considered “owned media” because your brand will have full control over their accounts. A recent study also showed that the third biggest reason to use social media was to drive traffic to your landing pages. This was just behind enhancing customer relationships and building brand awareness.
This makes sense given the spread of social media in our everyday lives – plus setting up an account is free.
Taking this a step further, Shareaholic shows us that Facebook and Pinterest are the leading sites for creating referral traffic. Growing your following on social media sites will boost your post-click landing page traffic as long as you don’t come across as too pushy.
Once you have decided on the networks to use to develop your brand, how do you create a footprint and a sustainable marketing approach?
Auto-publish new blog updates and other pieces of content marketing on all of your social platforms. Make sure to include a call-to-action driving people to your landing page.
Post “how-to” videos and articles on Facebook. Include links and/or a call-to-action to your landing page.
Contribute to relevant LinkedIn discussions. LinkedIn is considered one of the most professional social platforms, so you’ll need to be careful with promoting your product. Your content should educate others and demonstrate your expertise. Make sure to only post links to your landing page sparingly.
Host a Q&A Webinar or Twitter chat with links to your different landing pages. Q&A Webinars, luckily, require very little preparation, especially when compared to traditional webinars. They also provide an excellent opportunity for learning about prospects and your customer base.
At the end of the day, your social media should be social. When you do it right, you can definitely boost traffic to your landing page.
A thank-you page is a welcome touch on every landing page. You want people to complete the call-to-action, and when they actually do, a little appreciation goes a long way to creating loyalty.
It’s also a smart way to get users to additional landing pages. A thank-you page is not only a way to express gratitude for new subscriptions or clients, but to provide more useful information that can take someone to another helpful landing page. After the landing page, you can use a thank-you page that has:
A form to register for a newsletter
A form for accessing gated material
A landing page featuring a feedback survey
Schedule a call
This thank-you page appears after a user submits a content download cta.
Each of these extra content suggestions come with a CTA that will carry someone to another landing page. This page thank guests for downloading a PDF but the page is not only a thank you to the user; it also guides them to other valuable material.
If you have another landing page that has a helpful guide to accompany your latest download, your thank-you page should include copy and a CTA link to the landing page they can download it from.
While it is true that paid search advertising can indeed be very expensive, it remains an excellent method for driving traffic to your landing pages. There are many platforms that you can use to run paid ads, but one of the most popular is Google Ads - previously known as AdWords.
With Google Ads, there are a variety of ways to bid for your ads, depending on what matters most to you and your company. Most marketers depend on impressions, conversions or views (for video ads).
It’s scalable. That means you don’t have to make ten times more effort to get ten times more leads. You simply boost your PPC budget and your leads and income can increase accordingly.
They’re measurable. Google Ads lets you see key things about visits to your website, such as what they’ve been searching for to find your ads. Google Ads lets you see more granular data analytics from PPC metrics such as cost-per-conversion, conversion rate, and click-through rate.
Your paid search ads should let the visitor know what a click is going to get them. Unclear or unspecific copy will cost your company a lot of money AND eligible leads. Landing page copy that promises one thing and offers something else when a user clicks will ensure you miss the eligible leads.
Unfortunately, when researching how to drive traffic to your landing pages, there is one important fact to take into account. Not all traffic sources are created equal. For example, while achieving virality on social media might give your landing page a temporary traffic boost, hitting upon a good long-tail keyword will bring in consistent traffic for much longer.
After all, temporary periods of high traffic are great, but consistent traffic is better. Ideally, though, you should try to strike a balance between:
The potential volume of traffic.
The time it takes to get it.
Finding and scaling traffic sources for your landing pages can take time. In the beginning, you might have to spend time doing scrappy things that don’t scale effectively, and change tactics as you test out new channels.
David Darmanin, CEO of HotJar, says that, early on, you should put all of your focus on the channels that you can master easily. This allows you to gain momentum rapidly.
“Spend 90% of your time and effort taking the steady, gradual approach, working to establish yourself solidly at one level before trying to move up to the next. But also spend 10% of your time and energy on the longshots. If you succeed, the strategy will pay off handsomely; if you fail, you’ve only lost a small investment of your time.” – Scott Edelstein, Author.
For this, marketer and entrepreneur Sean Ellis has developed the I.C.E. ranking. The I.C.E. score consists of three sub-scores:
Impact: How impactful is this test expected to be?
Confidence: How confident am I that this test is going to confirm my hypothesis?
Ease: How quickly can I get this test started?
When looking for ways to drive traffic to a landing page, you don’t necessarily need to think about which the best channels are - you need to think about who you actually want on your page. While things like team availability and budget are important factors in choosing a traffic source, the most important element to consider is your audience.
For example, if your landing page is focused on attracting leads with a thought-proving whitepaper or industry report, posting a colourful social media post on your company’s Instagram probably won’t net you the traffic you’re looking for.
Make sure you’re paying attention to what kind of audience you’re looking to attract. This will help you to identify the right channel for driving traffic to a landing page.
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