What Are Micro-Value Propositions
IMPORTANT: To understand Micro Value Propositions and how they are formed please read this article first.
Landing Pages as The Beginning of Your Digital Marketing Campaign
Your landing page gives you a “canvas” to fully explore the promotion of your unique product advantages to a specific customer segment (this is called a target audience – which is a segment of all your potential customers).
In building the landing page, you explore your target audience persona. A target audience persona is a fictional person representing your specific customer segment. In formulating your target audience persona, you understand who they are, what they do, how to promote to them, and why they want your product – everything about them to ensure you effectively communicate with them in terms of their needs in your landing page content.
Your landing page content is merely giving information about what is unique about your product relative to your competition and then presenting it in terms of the benefits that solve the target audience customer problems.
Once you have created a good landing page, you can use the content on the page across all of your other digital platforms, such as social media.
Landing Pages Support Your Other Digital Content
Your landing page is a digital marketing tactical powerhouse. It is good for SEO, is a sales and lead generation page, and gives you content to use in social posts and other micro-content like emails. One well-done landing page could give you digital marketing content for weeks or months.
While this is an example of video being used to support other content, the same principles outlined by Gary Vaynerchuk in this content marketing slide deck would also be applied to a written landing page.
Landing Pages are a Key Selling Aspect of Your Website
Landing pages are a key selling aspect of your website. Using your landing pages effectively moves your customers from the main website navigation or from general SEO search to purchase. A good landing page gives your customers all the information they require in order to make a purchase decision. However, it is better to often give the person viewing the landing page something of value that is not entirely supporting your sales. In giving something of value, you can then ask the person to give you some contact information, primarily their email in order to drip market to them over time and eventually gain the sale once you have their trust.
The Landing Page Structure
In creating a landing page there are two important elements; above and below the fold. The above the fold is what the person viewing the webpage will likely see in the browser when first viewing the webpage, while the below the fold is what the person will see once they scroll down the webpage.
I see a lot of shorter landing page templates that are only the above-the-fold with nothing below. This can work, but only if the person trusts your business and what they are going to get. However, from my point of view, to be safe the above the fold can still function as a simple way to drive action and then have content below the fold for those who need more information to make the decision. Also, if the long-form has been well optimized around focused content you can get good Search Engine Optimization, if no one sees your landing page it is not going to work!
So Where do You Begin?
Remember it is important to first ensure you have a good understanding of the mico value proposition; namely knowing the specific customer segment and what you are offering them that is better than your competition.
in formulating the landing page, Neil Patel has a good article on long-form landing pages to help you get started.
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