Engaging your prospects with email marketing is a great way to build relationships, stay relevant and communicate important thoughts and insights on the things that matter to them.
And when you consider that over 269 billion emails sent and received on a daily basis, it’s definitely something you should consider investing in for your building products and construction company.
However, it’s not just a case of drafting some copy and hitting ‘send’. In fact, a successful email marketing campaign will encompass a variety of tried and tested techniques.
But, today, we will be exploring the one thing that all-too-often gets neglected during your email marketing campaign:
Your landing page.
What is a Landing Page?
By definition, a landing page is a standalone webpage that is created specifically to encourage an action. They are often used for advertising campaigns.
A ‘landing page’ is, quite literally, a page that a visitor lands on after they click a link in an email or an advertisement on a platform, such as Google, Youtube, Bing, Facebook, and so on.
How Does A Landing Page Differ to a Webpage?
A typical webpage will have many goals and will encourage the user to explore your multiple service offerings.
A prospect may wish to see your products, view your case studies or access technical data.
Your building product company’s webpages should encourage active exploration to enable the specifier to be a self-sufficient as possible.
On the other hand, a landing page…
… Normally just has one goal; a single focus. This is known as a call-to-action (or CTA, for short).
This ‘goal’ could be anything, from:
- Request your free quote
- Download our latest guide
- Book your free consultation
- Sign up to our CPD webinar
The possibilities are endless within the construction industry.
A Simple Design
As you may have guessed, a simple goal should be accompanied by a simple design, too.
A clear overview of the content offer and an easy way for visitors to download it will increase your chances of conversion.
Here are a few examples:
(Not all examples are from the building products space, but could so easily be adapted).
Photo Via Venngage
How Does a Landing Page Relate to Email Marketing?
So, now we get onto how a landing page relates to your email marketing campaign.
Simply put, the links in your email should transport your readers to an effective landing page built for conversion.
There’s nothing worse than sending your readers to a ‘contact us’ page.
In other words, if people click through, they don’t want to be left disappointed with the landing page.
Top Landing Page Tips for your Building Products Company
In our most recent eBook, we take an in-depth look at some tips and tricks you can use to create the best possible landing page for your construction/building products company.
Please note, however: your job will be made much easier if you have a landing page builder such as the ones found on HubSpot, Unbounce and so on.
A landing page builder means that you won’t have to reinvent the wheel. Instead, you can choose from a series of pre-made templates that have been specifically designed with conversion in mind.
Here are my top tips:
- A clean, organised design.
- Minimalism is key.
- Use a clear header to broadcast your offer.
- Trust signals (e.g. testimonials)
- Make it mobile friendly.
- Keep forms short (people will disengage if they have to divulge unnecessary information)
Conclusion: Don’t Neglect Your Landing Page…
…In your email marketing campaign!
Of course, there are many things that determine the success of your email marketing campaign, for example, your subject line, your quality of copy and the images/design tools you use.
However, don’t underestimate the importance of a high-performance landing page. For more information, get in touch with an expert today or download our free eBook below!
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.