Let’s talk landing pages. Are you using them? More specifically, are you using them effectively for your event planning business? If you’re not or aren’t sure how to answer, keep reading. These are the insights you need to develop, leverage, and grow with the smart use of effective landing pages for your New York event planning company.
Understanding What Landing Pages Are
You might have “landing pages” within your website. But that’s not what we’re talking about here. Technically, those are “web pages” within your site, each showcasing different aspects of your event planning business. But landing pages are inherently different.
Landing pages are stand-alone web pages where visitors can “land” after clicking a link presented to them in an ad, email, or text. Once they’ve arrived at your landing page, they should be prompted to do something specific or be presented with something special that isn’t available anywhere else. A landing page typically won’t be visible to the general online browsing public either. It exists only as a next-step action page for a captive audience.
Understanding What Landing Pages Do
When you want to offer something of particular value to a precise audience, you can create a dedicated landing page to help them convert or take the next action. For example, maybe you have a sponsorship landing page for an upcoming New York event or conference, and only sponsor prospects within your email campaign will be directed to visit it. In this scenario, you can provide potential sponsors the precise sponsorship information and packages needed, along with opt-in and payment channels to follow through, without generically sending them to your homepage and hoping they find their way to your sponsorship information naturally.
Landing pages can help you reach your targeted audiences with specific actions. It’s more convenient for them, making it even easier to work with you. And the analytics from such a campaign can be great for spotting what works well and what doesn’t with your messaging or marketing efforts.
Understanding How to Develop Yours
There’s the “paradox of choice,” where the sentiment implies that people who are presented with too many options or information have a harder time making a decision. The landing page you create should cut out all the unnecessary details about your event services, products, or mission statement. It should only be the point A to point B path for something specific. And only details relevant to this next step should be available.
Take a look at each of your current marketing and sales campaigns. Consider those you use to reach new event clients, as well as others intended to reach attendees, sponsors, volunteers, and vendors. Could you implement a landing page into those efforts to improve opt-in responses? Or can you develop a landing page-driven campaign from scratch to engage and convert more?
When you’ve identified an area of your marketing where landing pages could be instrumental, be sure to follow the following tips:
- Discern which of the two types of landing pages you’ll be using, click-through landing pages (forms, liaison messaging) or lead generation landing pages (collecting lead data.)
- Segment your traffic, so only precise audiences are directed to the landing page in question.
- Make sure your landing page headlines and above-the-fold messaging POP.
- Keep your CTAs above the fold and prominent.
- Use lots of action verbs, directing the visitor to what you want them to do next.
- Use A/B testing to determine what graphics, images, videos, designs, or CTAs are most effective for each campaign.
- Provide your contact information for additional questions.
Consider these tips and insights to determine whether or not you’re effectively using landing pages for your digital campaigns. And for more marketing and sales tips from pros, make sure you and your staff get to The Event Planner Expo 2022 this October! With thousands of event industry professionals and global brands in attendance, the business growing advice and networking opportunities are endless! Get your tickets and help us celebrate our 10th anniversary year and maybe even close some new business over three full days!
