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Written by: Ashley Furst
A few months ago, we talked about why email marketing is going to be big in 2021 and what you can do to keep your customers and users engaged.
Email marketing is one of the most effective online marketing tools around right now. The algorithms that social media platforms use are always changing, so your content might not be getting in front of the amount of eyes you were hoping for. Email marketing gets you directly in front of the eyes of the consumer, so you don’t have to worry about some unknown algorithm affecting your ability to market to potential customers.
You can read more in the blog post linked above about why email marketing is huge right now, so we won’t repeat ourselves here! That being said, how exactly can you go about GROWING your email list to start email marketing? That’s where Landing Pages and Lead Generation (Lead Gen) come into play!
What are Landing Pages?
Landing pages are one-off pages (created on your website, or some email marketing services like MailChimp also offer landing page creation), that allow you to take the prospects that you’ve attracted and convert them to leads. One way of using your landing pages is to create a social media post or blog with a CTA that entices the customer to click, where they then get taken to a landing page.
Landing pages can be designed in a variety of ways. They can be set up so users simply enter their name and email to join your newsletter, or perhaps you’re offering a complimentary pdf on a subject they are interested in. When you don’t have a landing page, you can’t gather information about the people visiting your website, which makes it difficult to understand who they are, market to them, determine if they are even in your target market, and eventually convert them into customers. It’s also worth considering doing some A/B testing on your landing pages to see which one is converting more quality leads for you.
Need some inspo? Check out HubSpot’s list of some landing pages to get your creative juices flowing!
What is Lead Generation?
Lead Generation is the process of attracting leads (potential customers) into your sales pipeline with the hope of nurturing them throughout the buying process to help convince them why they should choose your product or use your service. In short, Lead Generation is the initiation of customer interest into products or services that you offer. Landing pages are one of the top ways to create quality lead generation for your business or company, AND build your email marketing list.