An Introductory Guide On How To Choose The Best Type Of Landing Page For Your Marketing Campaign (And How To Always Know What’s The Next Step)
By: Mauro Accorinti
Tags: Digital Marketing, Audience, Marketing Campaign, Insights, Landing Pages

An Introductory Guide On How To Choose The Best Type Of Landing Page For Your Marketing Campaign (And How To Always Know What’s The Next Step)

Because walking a tightrope is no easy task.

It involves a 40 foot pole you have to hold at all times to balance yourself during the walk.

You have to wear special leather-soled thin slippers for the maximum grip on the wire.

One walk could take months of preparation alone.

And then, after all that, there’s still a lot of bloody courage involved.

So then… why does making a successful campaign sometimes feel like walking on a tightrope hundreds of feet in the air?

Why can’t it feel easier, like walking on your neighborhood’s sidewalk?

Maybe it’s because you feel like there’s only one single way to make it successful.

Perhaps you limit yourself too much and can only see “one path” forward.

It might even possibly feel like one wrong step could make you fall at any moment.

But whether you’re tightroping or walking down the street, the method of how you reach your goal doesn’t change…

You go at it one step at a time.

But how do you know what the next step is? And how do you give yourself “more room” to zig-zag instead of immediately falling?

Let’s simplify your campaigns by exploring this idea of “next steps” through the different types of landing pages you can have in them.

And we’ll start with…

Your audience’s awareness level

Whether you’re focusing on landing pages or any other part of your campaign, the things you’ll say to your audience at ANY stage will depend on what awareness stage your lead is at.

I’ve gone into depth of this before, but as a summary, your leads at any point of your sales cycle will go through a journey close to this:

Oh no, buyer isn’t aware of their problem <They find out about the problem> Yay, buyer knows of the problem, but still doesn’t know a solution exists <They learn about different solutions> Buyer learns solutions exist but might not know about YOUR solution <Probably introduce it to them> Buyer now knows your solution exists but is probably isn’t convinced yet <Convincing shenanigans insue> Buyer thinks your solution is worth it, so they’re hella’ ready to buy <You make it easy for them to buy> Buyer buys your thing.

And this could be simplified even more for your campaign like this:

Not aware -> Problem aware -> Solution aware -> Product aware -> Most Aware

This is Eugene Schwartz’s model for audience awareness (the author of Breakthrough Advertising) and is one of the best ways to tackle landing pages and campaigns.

And this is because it gives you a clear route to getting more customers.

Instead of thinking “how do I get more sales”, it forces you to think “what does my lead currently know and what do they need to learn to advance down the process?”.

Not only is this a more helpful approach to selling, but it helps you get out of any ruts you might be in your campaign.

And if we sit down and think about it even more in the context of landing pages, we realize that if we’re using these pages to help leads advance through stages, there’s only really 5-ish types you’ll ever need to worry about.