Landing Pages

The best 3-step process to easily promote your landing pages for free

Landing pages. One of the most powerful tools in a marketer’s toolbox. Whether you run a blog or a podcast, a SaaS product or an enterprise software, landing pages have proven to be extremely effective in the sales and marketing strategies for businesses of all shapes and sizes. No one is questioning the efficacy of landing pages. What leaves people often stumped though is figuring out an answer to the question - How do I drive traffic to my landing pages?

One of the most obvious ways in which businesses send visitors to their landing pages is via ads. But as we have discussed in several of our previous stories, the true value of a landing page is in the focused approach it helps your marketing to take, and as such its usage potential reaches far outside just your paid acquisition channels.

So the question remains - how do you drive traffic to your landing pages? How do you promote it?

The question becomes even more pressing for an early stage startup. You can’t depend on your social following; you are just starting up, you have none. You can’t depend on your organic search traffic. You would be lucky to get even 5 visitors that way this early in the game. You can’t depend on your newsletter subscribers. After all, you barely have anyone in there.

Sounds harsh, but that’s how early stage startups are. Their coffers are bare, and they (much like any business) are starting from zero.

Why am I highlighting this?

This is not the first story you’ll find online that talks about ways to promote your landing page. I have looked at some of those stories, and unfortunately, for a large part, I was disappointed. Now, disappointment doesn’t help. Not me, not you. So, I decided to write a few lines on how I would, personally, drive visitors to my landing pages. Actual action items.

But before I do that, I should probably highlight why I was disappointed. Chances are, you have had the same experience - even if you couldn’t put a finger on it, you knew you were wasting your time.

Most of the articles I came across, I found tips like “identify your target audience”, “offer value to users”, “find your lead magnet”, “use newsletters”, “drive organic traffic”, “drive social media traffic”.

Yo. That’s great and all, but some of those “tips” have everything to do with how you should go about building your landing pages and nothing to do with driving visitors to the landing pages. And then, there are others that are indeed about driving traffic, but they leave much to be desired.

For starters, they are vague, generic and too fluffy to help anyone. After all, how is “drive organic traffic” supposed to be helpful. Or social media traffic for that matter.

Second, “drive organic traffic” is an advice wasted on a business that’s just starting up, and has barely any organic traffic to begin with. How are you supposed to drive hundreds and thousands of visitors to your landing pages via a channel that barely gets you hundreds of visitors overall. Same argument holds true for social traffic, email subscribers and everything.

Third, even if you do have organic traffic, social following and email subscribers, all this is telling me is that I should leverage my organic traffic. But how exactly do I do that? That part is conveniently missing from these articles.

Now you can understand my frustration. Marketing strategies and tips are supposed to align themselves with the goals of the business, and factor in the current state of the business. If the strategies and tips do not do that, they missed the very context of the subject that gives them any meaning.

So, today, we would look at a realistic 3-step process that will help you drive meaningful traffic to your landing pages, and without spending a dime in the process.

#1. Plan your landing pages

A remake, sure, but I loved the movie.

Planning is crucial to success, so let us plan out our landing pages.

Take a minute to compose your thoughts and think of all the important things about your product that you wish to tell your audience. Features, usecases, brilliance - anything. Pick up the most prominent ones - the ones that align the most with the questions most commonly asked by your audience.

Take our business, for example. Ours is a web analytics product. So, I can find my audience at places where they are asking about things pertaining to analytics, how to best use it for their business, how to overcome certain challenges, how to do certain basic things etc. Given the market leader in this space is Google Analytics, a lot of these questions would be specifically targeted to Google Analytics, but since it is in the same domain, I can piggyback the popularity of Google Analytics and reach out to this audience.

Web Analytics is our product, but our business is growth. We aim to help businesses achieve better and faster growth, and our product helps them with that. So, questions related to growing your audience is also related to my product, since it can showcase the product’s capabilities.

Once I have identified what features in my audience’s queries most often, I have a list of landing pages I wish they would find when looking for answers to those queries. Good, the basic work is done.

Figuring out what landing pages you need to make is a crucial part of this step, but it is still just a part of it. You need to actually build the landing page as well, and how well crafted your landing pages are will determine their conversion capability. But since today we are focused on just driving traffic onto the landing pages, we are going to skip it.

#2. Pick your sources to lead your visitors to their intended destination - your landing pages

I always start any leg of marketing with one simple thought. I need to achieve success once. That success can be a newsletter subscription, a free trial activation, an actual sale. Anything.

When I start marketing, all my stats stand at zero. So my first target is a no brainer. Getting that zero to one. And then I keep on shifting the target I have my eyes set on. It would go from one to ten, from ten to fifty, from fifty to a hundred, and so on. Gradually it will move to driving at least one success every week, then every week etc.

Incremental success. It keeps your blood flowing, validates your hypotheses and keeps you going - giving you an adrenaline shot every time you hit it.

I highlight it because your landing pages are the same. Since you, an early stage business, are just starting up, you are first looking for that one conversion, and gradually scale up from there. You are not looking to drive tens of thousands of visitors to your landing pages on day 1. On day 1, you will settle for just one.

So let’s approach this problem accordingly.

First, whether or not you promote your landing pages, your audience is searching for answers to their queries, and they are finding answers one way or another. Put yourself in your audience’s shoes and do those searches yourselves. This will help you get a better sense of the results they are exposed to, which will in turn give you content ideas of your own. It will also help you identify the most valuable pathways for your business, the format, tone and direction your content needs to take to increase its odds of featuring amongst the results you see right now. You should create content with this aim, and we would strategically insert links to our landing pages within these content pieces. Though these content pieces won’t start bringing in results right away, they will start delivering in time, and when they start doing that, you will be able to see a constant stream of results pouring through. This is your long term strategy to drive free traffic to your landing pages. For short term and immediate results, we will deploy a different tactic.

Second, go after the promising content of today. In the searches you made just now, you may come across results from sites like Quora. They can start delivering results right away. Some of your immediate routes are answering relevant questions on Quora, publishing stories in contextual Medium publications, engaging in relevant discussions on Reddit, and any other community you are a part of, and have bandwidth for.

#3. Be helpful. First to your audience, and then to your product.

Medium publications need stories. Quora questions need answers. Community threads need engagement. And the audience of each of these are also looking for exactly that. This is your moment to come out and shine. Submit articles to Medium publications, answer questions on Quora. We already have shortlisted, in #2, the most promising places we want to be at since our audience is there, and they are there quite frequently.

But do keep in mind. While you do this, never forget what the intent of the audience is. They are there to get answers to the questions that bug, pester and haunt them. They are not there to be exposed to self-serving advertisements and promotions. Do not, under any circumstances, make it about yourself or your product. That makes your responses come across is disingenuous and is off-putting to the audience.

Stay focused on answering the actual question being asked. Don’t make it about promoting your landing page. Stay on point, answer the question, and wherever it makes sense, add a link to the exact landing page that can help users interested in the topic see the value of your product. Context is the absolute key here, so make sure your landing page is aligned with the topic being discussed and its insertion comes across as organic and not forced. For example, if someone is asking about how to set up goals in Google Analytics, I would answer that question to the best of my ability, and then I would talk about how to best leverage goals to achieve business growth. It is in the latter part that I would insert a link to a landing page that showcases how Benne Analytics helps you set up easy to measure goals and how the whole process helps you achieve growth.

This same analogy would be applicable everywhere. Even in the blog posts you created for your own business in #1. Your aim would be to address customer concerns and only insert the relevant landing pages at the right places. Anywhere you are inserting a link (whether of a landing page, or a blog post), ensure that the intent behind this insertion is to add further to the current information flow. The landing page should come across as an extension of what was being discussed and not come across as being a discontinuity jump to a tangential topic.

Final words

Never forget to leverage the power of UTM parameters while you are inserting these links anywhere. It does seem like a few minutes of additional work to set UTM parameters right and insert them correctly every time, but these extra few minutes add tremendous value to your future strategy.

Set up the right UTM parameters and configure a few goals for your landing pages in your Benne Analytics dashboard.

This way, you would be able to see for yourself which channels are proving to the most fortuitous with respect to conversions, enabling you into making an informed decision on which places you should be apportioning more of your bandwidth onto to get even more results.

You would probably already be having landing pages. How have you been driving traffic to them so far? How have your results been? I would be interested in hearingb about it all, and probably even help you improve your current conversions by helping optimize your existing landing pages. Hit me up with links to your current landing pages.

That’s it for today, see you tomorrow.

Cheers

Abhishek

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