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The real-life “Wolf of Wall Street”, Jordan Belfort, teaches that to be successful one must believe they are the master of their own destiny – they create and change circumstances in line with their needs. By his logic, marketers in his own industry have lacked success in the martech age, resisting the adoption of digital strategies even as traditional marketing measures show diminishing returns.
But this is beginning to change, with digital advertising spending through 2017 for the financial industry exceeding $168 billion. Adopting an online strategy is a step in the right direction, but it is fast becoming only a part of what is needed. Customers of service sectors like finance and law now crave an individualised experience to get the right message at the right time. Customers now leave a digital footprint every time they perform a search, click on a website or interact through social media, so marketers are having to use tools to develop strategies through these digital footprints.
The most powerful tool at a marketer’s disposal, which incorporates other tools like CRM software, automation, email and analytics software, is the landing page.
What is a ‘landing page’?
A campaign landing page is a web page designed purely for conversion. It deploys persuasive techniques like social proof, rarity and benefit-oriented copy to convince a visitor to engage with a very specific action. These specific actions vary, but could be to sign up for an email list, register to take part in a webinar, or download something.
Using landing pages
The vast majority of marketers will tell you their primary goal for content creation is to generate leads, so landing pages which feature lead-gen forms are not to be overlooked. They can be used to drive actions with every content marketing strategy businesses in the services industry use, including:
Blog posts
You can use a call-to-action at the end of a blog post to direct readers to a landing page whereby they can claim some content that relates to what they have been reading.
e-Newsletters
A landing page designed to capture email addresses will explain why users should leave their email (to receive updates, etc.) Can you offer valuable investment tips? Can you teach good money management?
Social media content
Both organic and paid social media techniques can be employed to drive traffic to a landing page offering content that the visitor will want.
Videos
A video on your landing page can boost lead generation through gates, pop-out calls-to-action and YouTube annotations. Or your video can explain your service in a visual way.
Webinars
Webinars have become an effective way to engage online audiences, and you can use a landing page to get visitors to register.
Events
An event landing page will describe what a customer can learn at your conference, for example, and you could name-drop any noteworthy guests or authorities involved.
A landing page doesn’t necessarily have to promote content. You could also use a landing page to offer services such as:
Offering a quote
Opening an account
Submitting an application
Personalisation is emerging as a key component of successful marketing and with well-constructed landing pages you can reach the right people at the right time. The only way to determine how to put that message across is through an ongoing testing process. You can test short- and long-form approaches, embedded videos or infographics, clickthrough pages or lead-capturing ones…
Test an approach, then optimise based on the results before re-testing. Just don’t ignore the importance of landing pages for marketing in the financial and legal services sectors – digital marketing is absolutely essential, and landing pages are a key component of that.
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