A ridiculous number of calls from marketers after filling out a landing page.
The process of landing healthcare insurance in this modern age is nothing short of chaos, and you are truly mishandling potential customers this way. I just helped a friend looking for health insurance and thought, “Why is this such an excruciating experience?” We clicked through multiple sites, and they all had landing pages asking for contact information in exchange for pricing lists.
Within a few minutes, my friend was inundated with phone calls from several healthcare provider call centers and spam callers – and the calls still haven’t stopped! He averaged 20 calls per hour for the first two hours. Calls probably won’t stop for another month. The result? Another person won’t fill in their information on a landing page again.
WHAT SHOULD A LANDING PAGE DO FOR YOU AND YOUR PROSPECTS?
To become a reliable source, you should first deliver what you promised without being slick in your wording. Carefully design your landing page to collect details about your prospect, but be thoughtful in your questions that will yield important demographics to educate you about the prospect. This valuable information shouldn’t just be a name, phone number, and email address, but rather data that will help you better understand the persona of your prospects.
You could then create more tailored responses and future marketing material that provide what interests them, and you could also do this around your product or service based on the demographics of your prospects.
For example, instead of collecting a phone number in exchange for pricing and immediately calling, why not send a custom message back to your prospect before calling them back? How could that help further? In the example above with looking for health insurance, if one of the callers sent something back that was specific to the shopper about healthcare options for his age, gender, and location, then it would have made the experience a lot more palatable and meaningful.
UNDERSTANDING THE EXCHANGE BETWEEN YOU AND YOUR PROSPECTS
Once you receive potential customer responses from your landing pages, it will take a combination of the data you received, along with your expertise to decide the next steps. Based on the feedback, decide what is needed for your upcoming landing pages to be effective, as well as any changes you see fit to your website and blogs. It may not be a quick one, two, or three-time exchange. In one of our previous blogs, we mention the many exchanges needed to engage your prospect.
YOUR WEBSITE IS YOUR STOREFRONT
If you are preparing marketing materials, put yourself in your customers’ shoes — you already know they DO THEIR RESEARCH! Your website, blogs, landing pages, and your social media postings should always focus on your customers’ needs.
A website, for example, is a storefront that you dress up based on some of the information you received from exchanges with your prospects. In your prospect’s eyes, you are the expert in your field, and they should take the time to engage and continue prospecting with you.
As you plan, think about the results, and outline the needed exchanges to set you on a path to success and do what is needed to stay the course.
CONCLUSION
Landing Pages or what we should call them, i.e., “Lead Pages”, have a specific purpose -more than just collecting names, phone numbers, and emails. If you plan out your exchanges with your customers, your content and other marketing materials, will help do the job for you and that is to turn your prospects into customers and do it effectively.