Welcome to our guide on how to build and launch landing pages. The purpose of this guide is to provide an understanding of what a Landing Page is, how it can be customised and how can it be launched via the platform.
What is a Landing Page?
A Landing Page is a web page launched via a range of marketing channels, with the purpose to drive leads or brand awareness about a product or service.
How do I build a Landing Page?
To get started: Build > Landing Pages > Create.
You will then be asked to choose what type of Landing Page campaign you would like to use. This is mainly for your business to categorise your campaigns against a specific type.
- Lead Capture gives you the ability to present a post entry page and send an autoresponder.
- Click-throughs don’t offer the ability to add post entry pages and autoresponders as they are only generated when a lead is registered.
Note: When you set up your templates, you were asked to save them against a category – if you saved your templates against a “General” type, they will only be available, if you choose the “Lead Capture” campaign, if you saved your templates against a “Webinar” type, then they will only be available if you choose the “Webinar” campaign etc.
For this tutorial, we will be using a “Lead Capture” campaign type. You will then be asked to choose which collaterals you would like to add to this campaign.
- Landing Page: Is the page that captures the interest of your audience to persuade them to engage with your business/product.
- Post Entry Page: Is the page users are directed to after they have engaged via a form on your landing page. It allows you to get your audience to carry out a second action or provide them with additional information about your business.
- Autoresponder: Works in the same way as the post entry page, with the difference that this is an automatic email that gets sent to the user as soon as they engage.
Note that your landing page will need to contain a form for the autoresponder to work.
Once you have selected your campaign collaterals, simply insert a campaign name that is relevant to your business.
By selecting ‘Create’, you will then be taken onto the design section of building a campaign, where you can choose which templates you want to use for each of your collaterals.
If you have previously set up your branded templates, then all that is left to do is insert the relevant information for this campaign.
Select the “Use Template” button on the template you want to use, and it will bring you into the builder to start customizing that collateral.
By selecting the template, it will not change your master template, we are just taking a copy/instance of the template to use in the campaign. Any changes to your templates will have to be made within the template area.
The purpose of the “Add Features” is to control what happens after the lead has been registered, as well as additional landing page settings that can be applied to the campaign.
The features area consists of the following options:
- Lists: Allows you to add leads straight to a list for further remarketing without having to do any manual work. You can select to add multiple lists here depending on the purpose of the campaign.
- Pipeline: Allows you choose whether your leads are sent to the pipeline for the sales team to manage. You can also customise which pipeline, which stage and who the owner would be for these leads.
You can choose not to send leads to the pipeline. You might use this if you have a newsletter sign up and don’t want sales to follow up until they engage further.
You must have the pipeline tool activated in order to use this feature.
- Remarketing: Allows you to activate remarketing pixels on your landing page – meaning any user that arrives on your page will automatically be added to the remarketing audiences you have set up.
These will need to have been previously added within the connect area for them to be available for selection in the features area.
- Autoresponder: Here is where you can set up your Autoresponder sender details (only if it has been added to the campaign)
If you do not have the autoresponder designed or if you have not completed the autoresponder details in features – nothing will get sent to the user.
- Notifications: Here is where you can set up automatic notifications advising your team that a new lead has been registered.
You can add multiple users to be added to the notification, simply add each of email addresses separated by a comma – you can also choose whether you receive the notification in real-time, hourly, 7am, or 7pm.
- Scores: Here is where you can add a score to every lead that is registered via this campaign. You can choose from an existing score, create a new score, or apply no score.
- Page Settings: There are additional page settings to choose from, such as:
- Adding to search engines to be found by organic searching.
- Custom URL’s to customise how the URL appears to the end-user.
- Page Title - what gets displayed in the browser tab.
- Page Keywords – to help get your landing page found.
- Page Description.
Launching your Landing Page
Once you have finished setting up your features – it is now time to launch your campaign. Simply select the “Get URL” tab from the menu to get started.
You will be presented witha URL for 'Channel 1'. If you wish to launch your Landing Page to different channels, you can add a new sub channel for an individualised trackable link for each channel.
Once complete, click activate in the top right corner.
Next, you have the “Track & Measure page – this provides an overview of the campaign, such as
- An overview of leads generated over time.
- A preview of the collaterals you have added to the platform.
- An overview of channel performance.
- An overview of how your landing page variants have performed.
- An overview of the leads that were generated.