Lead Generation: Using Landing Pages and the Rule of One - Marketing Channel
Lead generation - power of one

Lead Generation: Using Landing Pages and the Rule of One

Are you disappointed with the lead generation results of your Google Adwords and Facebook Marketing?

You’re spending tons of cash but your leads are low quality and merely dripping in every day.

This is a big problem for many marketers.

Considering that most companies that do their advertising correct are reporting that between 30% and 90% of all their new business lead generation and sales are now coming via Internet marketing.

To add fuel to the fire you also have to deal with your sales department.

Sales reps often complain that marketing is not providing them with a steady stream of qualified leads to help them keep their sales pipeline full.

Yet you know that online marketing works.

After all, the reason why Google and Facebook are of the biggest companies in the world is that their advertising platforms work and helps their clients to sell products.

The challenge then is how to utilise these platforms to create a predictable daily stream of well-qualified sales leads?

Before your lead generation campaigns can even be vaguely successful, you need to approach them with the right execution strategy.

Simply sending Adwords clicks and Facebook ad clicks to your homepage with an “any lead will do ” approach is the easiest way to waste your money.

In fact, if any of your ads are pointing to your homepage, you need to stop your campaigns immediately, unless you have a very specific conversion strategy built into your homepage and even then it is less than ideal.

You need to use landing pages (sales pages) at all times if you wish to achieve your desired lead generation goals.

Landing pages work.

The reason they work is that they only have one objective and that is to create sales, or get new leads or prospects, thus to convert the visitor in one way or another.

Start using the “Rule of One” with your landing pages and target your visitors on their specific needs and wants… 

This is a copywriting technique that ensures you have your targeting correct throughout your landing page.

Lead generation

Here is an example of how to apply the “Rule of One” based on the target persona in the image above:

One Reader – the 1 prospect you are trying to convince – Sportswomen
One Offer – the 1 thing you are selling – Electrolyte Rich Training Water
One Promise – the 1 outcome they’ll get – Better Muscle Tone
One Big Idea – 1 problem to solve or 1 job to be done – Train Longer and Harder

In order to start using the “Rule of One” it is vital to first understand your buyer’s  journey.

The buyer’s journey allows you to map your content and offers to a logical pathway to visitors so that they can move from prospect to lead to a customer without any confusion.

It consists of 3 stages:

Stages of awareness in the buyers journey

Awareness –  I am dehydrating whilst exercising hard, what can I do about this?

Consideration – perhaps there are drinks or supplements that can help me?

Decision – great help is available, which product should I buy?

Once you have mapped out your “Rule of One” for each stage of the buyer’s journey, you can ensure that you have an irresistible offer for each stage of the journey and thus capture visitors details (like email address) for further nurturing down the stages of awareness funnel until they purchase or become a sales qualified lead.

But this is a very specific skill and the biggest mistakes marketers usually make with implementing this process are as follows:

  • Incorrect audience targeting – you need to target the audience based on their stage of awareness in the buyer’s journey
  • No message matching – match the message of your Adwords or Facebook ads to the message on your landing page
  • Sending the prospect to your home page with no clear directions on what to do next
  • Bad advert scripting and poor visual layout
  • Bad copywriting – the function of your copy is to convince and convert
  • Campaigns set up for clicks, not conversions, clicks don’t count, conversions do, return on investment counts the most
  • Contact forms that don’t collect the right data to qualify leads
  • No strategy to retain the info of clients that are not ready to buy
  • Losing money due to poor converting pages
  • Call to actions – must be clear, specific and tied to an irresistible offer
  • Using an Adwords Agency that is ill-equipped to provide you with the above and who allocate your budget inappropriately

Eliminating these errors will immediately lead to a much better success rate with your lead generation campaigns and will help you engage and activate many more new customers.

You don’t need to start with a massive budget.

Just start by focussing on setting your first landing page up and then work on getting it to convert like crazy.

Start with setting short-term goals and target in on your most lucrative market segment first.

Once this is profitable, you can think of the next goal, which is to build a full marketing lead automation system, which continues to bring in new leads every day over the long term.

Long-term success relies on continuous A/B testing to optimise your results.

Landing page testingAlways challenge your one version against the next. The champion version stays and the challenger version tries to beat it.
Leon Swartz

Leon Swartz is the CEO of FRONTPAGE Media and a professional Digital Marketer. He has been in the media industry since 1994, when he started his first publishing company. He is the publisher of over 150 business books, directories and consumer publications. During the past 12 years, Leon has established and proven himself in the fields of digital marketing, website strategy, lead generation, inbound marketing, product design, product positioning, branding, promotional marketing, creative concepts, copywriting and growth consulting. In addition, Leon has been the founder and CEO of various successful South African media businesses.

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