What makes landing pages valuable?
What makes landing pages valuable is that, once you have an email address, you can begin the lead nurturing process via a sequence of email messages sent manually or via automated email workflows.
During lead nurturing, you get to learn more about your lead - including where s/he is in the buying process - and your lead learns more about you, your organization and the solutions you provide.
During that process, you can expose your lead to your thought leadership, examples of your problem solving and start providing information and education about problems your lead may be facing.
You can also direct or guide your lead to specific parts of your website and to additional offers.
Lead nurturing plays an important role in converting an interested and qualified lead into a customer. Without a landing page which converts an anonymous visitor into an email address and name, you never have the opportunity to find out if your website traffic is right for your business.
The right traffic is traffic that is interested in what you have to say and offer.
It wants to spend time on your site learning about your organization.
The right traffic will want to download your new offers.
It also delivers customers and fans.
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Landing pages are particularly valuable when you consider that the majority of due diligence takes place before speaking with a sales representative.
In fact, by the time a potential customer actually reaches out to a person in your organization, 70% of the decision-making process will already have taken place. Puts into perspective why you need to have online and website-based tools to act as proxies!
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