10 min read
In order to confidently make the sale, you need to build a relationship with your audience.
But relationships are built at different levels.
Moving your audience from thinking “I know that brand…they seem cool” to “I can't remember life before finding that brand!” takes only a few strategic tweaks.
One of the best places to start building your customer relationships is through your landing pages and email marketing.
But why do these relationships matter?
Why not just make the sale as quickly as possible?
It’s because we all run on connection and belonging. We want to feel nurtured and cared for, especially in the sales process.
In a business world that seems to care more about competition and revenue than deep relationships, you can help your audience feel like you see them and understand them when you have a client-first approach.
People want to buy from people they know, like, and trust. When you take the time to anticipate their needs and build a more personal connection, you create a lasting impression.
This helps us as we build our brands because ultimately, we want to be in the business of attracting lifetime customers, especially since it is five times easier to retain a current customer than acquire a new one.
Let’s start by looking at the steps we need to take before someone even becomes a customer. We’re talking about nurturing leads through our landing pages and email marketing.
Through email, you are able to access a direct line of communication to your audience. That means you never have to rely on ever-changing social media algorithms or third-party platforms to get a message to your audience.
You get to choose when you want to talk to your audience and how often. Since 91% of people check their email daily, it’s important to show up in their inbox on a consistent basis in order to stay top-of-mind.
Not only will you remain a top choice when your audience is looking to a purchasing decision, but they’ll also be 138% more likely to buy your product from an email than other mediums.
With personalized email marketing, you can automate your content in a way that saves you time without sacrificing customer relationships.
To automate your email marketing, you’ll want to create a series of targeted emails through email sequences that convince a subscriber to take action on proposed offers. Then you can segment your email audience based on their interests, goals, and purchases among many other factors.
If you want to know how well your email marketing strategy is working, look at your conversion rates. Twenty-two percent of businesses say they are satisfied with their conversion rates, but we know there is always more optimization that can be done. Look at it as one big (and fun) experiment!
In order to improve your conversion rates over time, you may want to take a step back and consider what kind of brand experience you’re creating before they join your email list. Your audience’s first impression often comes down to how well they connect with your landing page, which we will talk about next.
When your audience is primed and ready to take action, send them to your landing page. A landing page is dedicated to one call-to-action (CTA) which eliminates all other distractions. It’s usually easier to convert a visitor into a lead with a landing page than a general website page because it’s focused on one core offer.
Your landing page’s purpose is to move prospects down your sales funnel. The stronger your email landing page is, the more confident you’ll be in sending new subscribers through your funnel.
Since your audience will be making purchase decisions as they move through your sales funnel, your email landing page is a unique opportunity to make a great first impression and start the relationship on a foundation of trust.
Every successful landing page will:
You can also create a separate “thank you” page for incoming subscribers. It’s a great way to thank your new subscribers for signing up while also giving them additional personalized resources. You can even set expectations for what types of email content they will be receiving on the “thank you” page.
Landing pages can be useful when you decide to host or speak at an event. Is there a specific offer or freebie that fits the conference, workshop, or retreat? You’ll want to lead with that on your email landing page.
If you want to use landing pages to help your social media followers find what they need, you can create separate landing pages for each platform. For example, Facebook group participants will probably be looking for different resources and information about your business than your Instagram followers. Keep this in mind as you craft each landing page.
When you have one goal and CTA, you’ll have an easier time increasing your landing page conversion rate. As your conversions climb, you may want to test different variations of your landing page to make sure your messaging and design are as strong as they can be.
To sweeten the deal, you can create email landing pages with freebies and other incentives. We call these our lead magnets because they can help us bring in new leads who may not have signed up for our email list otherwise. When you lead with value, you’ll find more quality leads.
We recently talked about the landing page optimization best practices on the blog, but we’ll go over the basics in this section. They will be important as you gear up to put your landing page and email marketing strategy together.
With these recommendations in mind, how do you determine how your landing page supports your email marketing? How do you ensure it all connects in a user-friendly way? We’ll talk about this next.
Landing pages and email marketing should go together like the classics: peanut butter and jelly, macaroni and cheese… you get the picture. Typically, you’ll be using landing pages to collect email addresses, an important step in building your email list.
Once you are ready to deliver emails to your new subscriber, you’ll need an email marketing sequence that builds trust and nurtures your relationship. One cannot work effectively without the other.
By connecting your landing page and email marketing, you will be able to:
We’re just scratching the surface of all you can do with your landing pages and email marketing. Whether you are launching a new product or service, gauging interest in a business idea, or creating an evergreen sales funnel for an offering that already exists, you can create a landing page that seamlessly connects to your email marketing to make more sales.
It may not happen all at once. You’ll need to continue testing your offer and strengthening your call-to-action, but let’s make sure you start with a strong foundation.
When you create a new landing page, it’s important to make sure your email content is relevant to the landing page’s call-to-action. If there is a disconnect between the landing page’s offer and what you are discussing through your emails, your target audience will be confused and turned off.
This is why it’s usually best to create email marketing content specifically for your landing page. You can repurpose old email content to save time and energy, but it should be done with your landing page goals in mind. Your email landing page should simply reinforce what your follow-up emails are talking about.
We recommend choosing one strong call-to-action for your landing page. Most content creators choose to build their email list as their primary CTA, but you can choose what landing page goal is important to you.
It’s easier to connect your landing page and email marketing when you have an email opt-in form that is simple, clean, and easy to fill out.
Rather than make your form feel like a survey, only ask for the details you absolutely need in order to stay in contact with your new email subscriber. This usually means asking for their first name and email address, but you can include a maximum of three form fields before you decrease your landing page conversion rate significantly.
And how do you know if your landing page and email marketing connections are working? By looking at the data, of course!
You’ll want to keep an eye on how your email landing pages are performing based on the A/B tests or split tests you run. This will help you understand which elements on your landing page are producing the best conversion results. Keep testing over time to optimize your landing page.
Let’s put all of this knowledge into action by setting up your email marketing and landing page within the ConvertKit platform.
It’s so much easier to build both when you’re able to do it from one platform. We’re all about keeping things organized in one place.
Your first step is to consider what your primary goal is and how your email landing page can accomplish it. Are you trying to promote an upcoming product launch, pitch a product that is currently available, or simply point to signing up for your email list?
Your goal should directly relate to the call-to-action you use on your landing page. The stronger the CTA, the better your landing page will perform.
Once you create your landing page, then it’s time to create a single email as a broadcast or create an email series using the sequence option. We recommend creating an email sequence that automatically sends emails after someone signs up for your email list on your landing page.
You can write a welcome email sequence that introduces who you are, what you offer, and how your audience members can learn more about how you can help them. If you plan to use your email sequence as a way to sell a product or service, you may want to write an email marketing sales funnel. It’s a great way to turn your subscribers into customers!
Want to see how ConvertKit connects landing pages and email marketing? Set up an account today for a two week trial by clicking the button below.