The second step in creating an effective inbound marketing campaign is by creating killer landing pages. A landing page features an image and description of the benefits of your offer, and a form for visitors to fill out in order to receive the resource you’ve created. A good landing page will target a particular audience, such as traffic from an email campaign promoting the offer, or visitors who clicked on a digital ad. By building a unique landing page for each of the offers you create, you can track the success of other parts of your campaign, such as your email marketing. This was originally a blog post from the VIEO Design blog here: http://bit.ly/1rVfK90

1. How to Create an Effective
Inbound Marketing Campaign
Killer
Landing
Pages
S te p #2
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2. So you’ve created
an ebook, infographic, or video guide carefully
designed for the prospective customers you want
to reach, or you’re offering a free trail or product
demo to encourage leads to become customers.
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3. • After all that effort, you want to do all
you can to get your offer in front of
the right people.
• You also need to be sure that your
new content helps you achieve your
goal of converting visitors into leads
and leads into customers.
The first step to achieving
both of those things is an
amazing landing page.
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4. What Is a
Landing Page?
In case this idea is new to you, a landing
page is a page on your website dedicated
exclusively to the exchange of your offer
for some information from the visitor,
thereby converting them into a lead. You
each get something you want, and
everybody’s happy.
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5. Landing Page Features
• An image, and a description of the
benefits of your offer
• A form for visitors to fill out in order to
receive the resource you’ve created
A good landing page will target a particular
audience, such as traffic from an email campaign
promoting the offer, or visitors who clicked on a
digital ad. By building a unique landing page for
each of the offers you create, you can track the
success of other parts of your campaign, such as
your email marketing.
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6. vieodesign.com
Example of a Landing Page

7. There are lots of ways to
improve your landing pages
and convert a higher percentage
of visitors into leads.
Broken down by page
element, here’s how...
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8. The Headline
People have short attention
spans, especially online.
• Make your offer as clear as possible with the
“blink test” – can the viewer understand your
offer and what you’re asking of them in less
than 5 seconds?
• The title should make the basics of your offer
immediately clear.
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9. The Body
Explain the benefits of your offer
with a clear and specific
description.
• Bullet points and numbering can make this
information easier to understand quickly.
• Bold text, italics, and layout can also improve the
visual impact.
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10. The Image
Your landing page needs to have an image
representing your offer, whether that’s a
picture of the cover of your ebook or a
headshot of the person leading the webinar.
Images are essential to capturing the
attention of visitors and giving your offer a
feeling of authority and authenticity.
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11. The Form
The rest of the landing page means
nothing if an overly complicated form
drives away your potential leads.
• Keep the form “above the fold,” and only ask for
information that’s essential – too many questions, and
people will be less willing to fill out the form, but if you request
too little information, you won’t have what you need to
evaluate and pursue leads.
• Ideally, request the minimum info you need to contact and
qualify the lead, usually not more than 4 or 5 fields, several of
which may be optional.
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12. Calls to Action
Like satellites of your landing page, calls
to action (CTAs) are placed across your
web presence in strategic positions.
They draw traffic to your landing page, helping to
convert visitors into leads. You should place CTAs on
your home page, products or services pages, blog,
and About Us page to guide visitors’ decisions about
what to do next.
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13. Download Our
Free Ebook!
Download our ebook
to learn more about not
only what constitutes
an effective marketing
campaign, but how to
build and implement one!
HOW TO CREATE
AN EFFECTIVE
INBOUND
MARKETING
CAMPAIGN
A publication of
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