What’s a landing page and why should I spend money on it?

By Trey Finley

You should because marketing is math, and you’ve got to know your numbers to get the math right.

It’s tempting to suggest that you should spend as little as possible so that you can keep your expenses down as much as possible.  Right?  That’s why you don’t want to purchase the extra landing page.  Who really needs more than one web address?  Right?

First, let’s take a look at the big picture.  The purpose of marketing is simple: to buy customers.  So, which one is better?

• Let’s say you place an advertisement in a magazine that costs you $200.  From that ad, you get twenty responses and out of those twenty responses, you get ten customers.  So, each customer costs you $20.  ($200 divided by 10)
• Or, let’s say you invest in a social media strategy.  It cost you only your time (or perhaps a small investment with TexStar Web), and after you’ve sent a Facebook message to your 200 friends, you get five new customers.  That’s five free customers, right?

Right?

What does this have to do with landing pages?  Stick with me.

You need one more piece of information before you can make a decision about how to best invest your marketing money: how much will those customers spend with you?  Remember: marketing is math, and you’ve got to know your numbers to get the math right.

The return on your marketing investment isn’t found only in how much your customers spend with you once or how many customers it brings to you, but how much they spend with you for as long as they are your customer.  (This is why Groupon isn’t all it’s cracked up to be.)

In order to measure the return on your marketing investment, your business needs to track these numbers:

• How many leads each advertisement generates
• How many of those leads you converted to paying customers
• How many times those customers buy from you
• How much they spend with you, on average

A landing page is one of the best ways to track your marketing ROI.  You’ll be able to:

• Have a record of how each customer found you.
• Track (with some intentional effort) how many actually purchase from you
• Capture their information to invite them to be return customers
• Track (with some intentional effort) how much each of those customers spend with you.

Marketing is math, and you’ve got to know your numbers to do the math right.

Oh yes, one final recommendation:  once you know how well your landing pages are working best for you, DON’T STOP!   You’d be surprised how many ad campaigns are stopped, not because they aren’t working, but because the business got bored with them.  And if they’re not working, start figuring out why.

For more ideas on how to track your customers, how they heard about you, how much they spend with you, and how long they stay your customers, give me a call at 972-979-3761!

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To learn more about Trey’s work with businesses, visit http://rockwallbusinesscoach.com.