When it comes to getting the most for your digital marketing dollar to promote your home Internet business, landing pages are a must.
What you might not realize, however, is that representing your business, services, and products through a single landing page can do much more harm than good.
These days, it makes sense to create multiple landing pages that are tailored for various market segments.
Taking a “one-size-fits-all” approach can alienate important leads, and worst of all, it can drive down sales opportunities.
How to Appeal to Segments
In order to create landing pages for different market segments, you’ll first need to understand these different segments and what motivates them. This can be done by creating persona documents for each segment.
Basically, a persona document is a marketing tool that defines who the people are in a particular group.
For example, a CEO will likely have different hopes, fears, concerns, and resources than an entry-level manager. You may have products or services that would appeal to each individually, but not to both.
As a result, you’ll need to figure out what drives each and then create unique landing pages that speak to the different points of view.
Length is Also an Important Factor
As pointed out in the article, “Focus Your Landing Pages Based on Your Lead Segmentation,” you’ll also need to think about length when targeting various segments. Think about how much time your target has.
A CEO may not have as much time as the entry-level manager to read over your landing page. On the other hand, he may have more time. This, again, is where the research behind your persona documents comes in.
By speaking with people in the targeted segment, doing your own research, and analyzing data, you should be able to get a good feel for how much time people have. Adjust the length of your landing pages accordingly.
Bring Your Landing Pages to the Target
Inbound marketing is a term that’s used to describe marketing tactics that bring leads in, but it’s really about bringing the landing page to the lead.
For example, let’s say you’re targeting industrial engineers who work in the bridge-building industry.
Create your landing page, targeted to industrial engineers, and then find sites devoted to industrial engineering and bridge building. Work with the owners of these sites to arrange for a guest post.
From there, add a call-to-action link at the end that offers information on your product or service.
Then, do the same for all of your landing pages on other specific sites that speak to your target audience for each persona.
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About the Author: Andrew Rusnak is an author who writes on topics that include digital marketing and social media.