Guess who used landing pages first?

That’s just half the battle won. The landing page that people land on after clicking should also have multiple versions sharpened from the first stage. It is eliminated by design, and the fact that millions of brands use it successfully is indicative of the strength of the core idea.

Why do landing pages work?

For one thing, no distractions. Users are presented with facts they can act on, and the benefits are stated in ways they can easily relate to. There’s no navigation required, in most cases. That also helps people to decide how they want to respond and react.

HubSpot Content Hub helps you create multiple landing pages with minimal effort. They can be deployed quickly and linked to campaigns being run. But the best part is that HubSpot determines which landing page is getting the most traction and drives traffic to it automatically saving you the trouble of making this assessment based on the data. It is available to you, but it helps save both – time and the allocated budget.

Even if your website is not on HubSpot, you can run landing page ad campaigns and social media scheduling through HubSpot. It’s a good way to see how well HubSpot integrates into the workflow and how you can see the results of multiple campaigns presented in a single dashboard or decide what parameters you wish to track.

You can automate multiple stages

On HubSpot, having a form filled out is just the first step. Whether the next stage is an ebook to be downloaded, a thank-you email sent, or a drip campaign initiated to nurture leads, it all begins with the interaction on the landing page. The idea is to give marketers options to explore the market and customer intentions.

The faster lead response can be managed, the better the results. If you’re in a market where speed is of the essence, a new lead generated can be directed to the right response mechanism – whether it is a call centre or a sales resource. In lead generation, understanding customer behaviour is an essential aspect of success.

Here’s where the automation from HubSpot kicks in. If the traffic to the landing page is high and multiple touchpoints have to be created, it can be managed. Rather than customers waiting for the company to get back to them, a chain of command can be set up for responses to be delivered as soon as a prospect fills out a form or provides contact details.

Scaling up response is critical.

In the early stages of managing a site, traffic generation is one of the biggest problems. Once it hits a certain level, response management becomes key. As the company hits an upswing in growth, managing response becomes critical. And hiring or scaling the team may not be an option for products where margins are thin.

That’s precisely why landing pages have the potential to become a key aspect of executing marketing strategy and scaling it when required to just about any level. For example, contact centres found that most queries were for things that could be automated, and only 20% of the queries needed human intervention.

It’s important to understand where lead management should go. Once the decision trees are put in place, moving leads along the branches into the right action points is eminently possible.

That’s exactly where HubSpot’s flexibility and interaction workflows come into play. A lead can be directed to email, or ebooks, webinar registrations or a human source for additional information. It makes sense for mid-sized companies to consolidate rather than spread themselves thin over multiple marketing channels.

Seeing the patterns of customer journeys helps to build paths that other customers can traverse. And while they come from different directions, there is a point where the paths converge. HubSpot is built to identify those paths and get more customers to buy in. The strongest point of this is that they are all built around the brand or company’s website – where the marketing head has complete control to experiment and develop long-standing relationships with customers without having to follow the diktats of prominent social media platforms.

Talk to us, and our consultants will advise you on the next steps.