Statistics show that lead generation is the most important content marketing goal among B2B marketers. This shouldn't come as a surprise given the impact that leads have on sales. They allow B2B marketers and sales reps to nurture prospects through these sales funnel, warming them up so they are more comfortable buying the company's products or services. While there are dozens of ways to generate high-quality B2B leads, you'll experience the greatest results when using a landing page. Unlike your company's main website, a landing page is designed for a single goal: conversions. This means you can optimize it to generate the most B2B leads possible.
The golden rule of selling -- whether it's to a consumer or another business -- is to explain the benefits of your product or service, not the features. Prospects generally don't care too much about features when determining if a product or service is worth buying. They may still look at this information, but it's the benefits that drives them to make a purchase. Therefore, you should explain the benefits of your company's product or service on the landing page. Use your landing page to tell prospects how the product or service will improve their business's operations and why it's worth investing in.
What are trust seals and how can they help your landing page generate more leads? Also known as trust badges, trust seals are brand logos of reputable companies that instill trust and confidence in users. If your site meets the requirements for a specific trust seal, you can include it on your landing page. Upon seeing one or more trust seals, prospects will view your company as being more trustworthy, so they will feel more comfortable providing you with their contact information. According to a study conducted by Baymard Institute, Norton Secured is the most effective trust seal, though others worth considering include McAfee, TRUSTe and Better Business Bureau (BBB).
A call-to-action (CTA) button is arguably the single most important element for a lead generation landing page. You can place a "Contact us today" button at the top of your landing page, for instance, to encourage visitors to email your company. Alternatively, you can use a "Sign up for your newsletter" CTA button to attract newsletter signups. Either way, you need a CTA button on your landing page. When designing your CTA button, though, it's recommended that you use a contrasting color scheme so that it stands out from the rest of the page.
Some marketers assume that they should only use a single CTA button on their landing page, and in some cases, they are right. If it's a short-form landing page consisting of 500 or fewer words, a single CTA button at the top will suffice. But if it's a long-form landing page with 500 or more words, you should include at least two CTA buttons -- one at the top and another at the bottom.
Personalized marketing messages consistently deliver higher conversion rates than generic messages to a general audience. If your landing page "speaks" to your target audience, it will create stronger engagement while encouraging them to take the next step towards becoming a customer. To do this, you should target buyer personas in your landing page. Think about who is most likely to buy your product or service, and create personalized messages for these demographics. If you need key contacts to enrich your target, use our Target Account Intelligence.
According to BigCommerce, customer testimonials can boost landing page conversions by up to 62%. Like trust seals, testimonials signal trust and confidence in your company. When a prospect sees positive reviews from other customers, he or she will be more likely to buy your product or service. Just remember to obtain permission from customers before publishing their testimonials on your landing page.
Don't forget to include social sharing buttons on your landing page. When a prospect likes your landing page, he or she may share it with their followers on social media. And some of these followers may share it with their own followers, thus driving free traffic to your landing page. Furthermore, some social sharing buttons display the number of "likes" your page has received. If a user sees your landing page has received 500 Facebook likes, for instance, it will encourage him or her to buy the advertised product or service.
Finally, you can optimize your B2B landing page for conversions by including high-quality images on it. Research shows that landing pages with images generate nearly twice the traffic as text-only landing pages. It captures users' attentions while helping you to convey your marketing messages more effectively in the process.
Make your images larger especially if there’s details that need to been seen.