How to Use Landing Page Automation For Your Business
Source: How to Use Landing Page Automation For Your Business
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<p><a rel="nofollow" href="https://www.activecampaign.com">ActiveCampaign</a>
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<a rel="nofollow" href="https://www.activecampaign.com/blog/landing-page-automation">How to Use Landing Page Automation For Your Business</a></p>
<p><a href="https://www.activecampaign.com/glossary/marketing-automation" target="_blank" rel="noopener noreferrer">Marketing automation</a> and <a href="https://www.activecampaign.com/glossary/landing-page" target="_blank" rel="noopener noreferrer">landing pages</a> are two of the most powerful tools in your <a href="https://www.activecampaign.com/blog/best-digital-marketing-software">digital marketing toolbox</a>.</p>
<p>They’re a huge benefit to any marketing strategy on their own, simplifying your <a href="https://www.activecampaign.com/blog/lead-generation">lead generation</a> and l<a href="https://www.activecampaign.com/blog/lead-nurturing">ead nurturing</a> efforts. However, combining them into one process (landing page automation) can have an even <em>bigger</em> impact on your lead generation and nurturing efforts.</p>
<h2 class="wp-block-heading">What is landing page automation?</h2>
<p>Landing page automation is the process of setting up a landing page so that when a visitor completes your landing page form, their information is automatically sent to your <a href="https://www.activecampaign.com/feature/sales-crm">CRM</a>, email automation platform, or both.</p>
<p>Landing page automation gets rid of manual tasks like:</p>
<ul>
<li>Contact and data entry</li>
<li>Sending individual emails</li>
<li>Delivering a landing page offers 1 contact at a time</li>
<li>Putting contacts in specific workflows</li>
<li>Segmenting contacts or adding contact tags 1 by 1</li>
</ul>
<p>You’ll have more time to focus on other areas of your business, <em><strong>and</strong></em> you won’t have to worry about human error.</p>
<p>So how do you use landing page automation? This post will cover the 3 steps needed to add landing page automation to your marketing strategy:</p>
<ol>
<li>Create a landing page</li>
<li>Integrate your landing page with your marketing automation platform</li>
<li>Test to make sure it works</li>
</ol>
<h2 class="wp-block-heading has-type-2-font-size">Landing Page Automation 101</h2>
<h3 class="wp-block-heading has-type-1-font-size">1. Create a landing page</h3>
<p>Landing page builders like these make it simple to create a landing page:</p>
<ul>
<li><a href="https://unbounce.com/" target="_blank" rel="noopener noreferrer">Unbounce</a></li>
<li><a href="https://instapage.com/" target="_blank" rel="noopener noreferrer">Instapage</a></li>
<li><a href="https://www.pagewiz.com/" target="_blank" rel="noopener noreferrer">Pagewiz</a></li>
<li><a href="https://www.optimizepress.com/" target="_blank" rel="noopener noreferrer">OptimizePress</a></li>
<li><a href="https://www.leadpages.net/" target="_blank" rel="noopener noreferrer">LeadPages</a></li>
</ul>
<p>Each platform’s pricing and plans might differ, but the general process for creating a landing page is the same:</p>
<ol>
<li>Pick a landing page builder</li>
<li>Design your landing page (for more information on writing a high-converting landing page, check out <a href="https://www.activecampaign.com/blog/how-to-write-a-landing-page" target="_blank" rel="noopener noreferrer">this guide</a>!)</li>
<li>Connect your page to your domain (each landing page builder has instructions on how to do this)</li>
</ol>
<figure class="wp-block-image aligncenter"><img decoding="async" src="https://www.activecampaign.com/wp-content/uploads/2021/10/hh5yp2ppr_unbouncedomain.png" alt="Landing page URL builder" /></figure>
<p class="has-text-align-left"> 4. Publish your landing page as a standalone page, or embed a form on your site!</p>
<figure class="wp-block-image aligncenter"><img decoding="async" src="https://www.activecampaign.com/wp-content/uploads/2021/10/bagys7s_instapagepublish.png" alt="Landing page builder publisher" /></figure>
<p>At their core, landing pages are standalone pages designed to <a href="https://www.activecampaign.com/blog/sales-funnel">funnel</a> traffic toward a specific goal for a single <a href="https://www.activecampaign.com/blog/marketing-campaign">marketing campaign</a>. They <a href="https://www.activecampaign.com/blog/lead-generation">generate leads</a> from web traffic through conversion. </p>
<p>For more information on how landing pages work, check out <a href="https://www.activecampaign.com/blog/how-do-landing-pages-work" target="_blank" rel="noopener noreferrer">this article</a>.</p>
<p>You don’t need a dedicated landing page builder to create a landing page. All you need is a form with a call-to-action (CTA) and a webpage!</p>
<figure class="wp-block-image aligncenter"><img decoding="async" src="https://www.activecampaign.com/wp-content/uploads/2021/10/p9i0p0qyy_activecampaignintegrateform.png" alt="Form integration in ActiveCampaign" /></figure>
<h3 class="wp-block-heading has-type-1-font-size">2. Integrate your landing page with your email marketing or marketing automation platform</h3>
<p>Once you launch your landing page, it’s time to connect your <a href="https://www.activecampaign.com/feature/email-marketing">email marketing</a> or marketing automation tool.</p>
<p>Think of an integration as a bridge between two software tools that lets pieces of information flow back and forth. The information passed from one tool triggers an action in the other.</p>
<p>There are 3 types of integrations:</p>
<ol>
<li><strong>Direct integration</strong> (also called a <strong>native integration</strong>): This integration is built by the software providers, and is set up by entering your API keys (or proof that you own a license) from one platform into the other and vice versa. A list of ActiveCampaign integrations is available <a href="https://www.activecampaign.com/apps/" target="_blank" rel="noopener noreferrer">here</a>!</li>
<li><strong>3rd party integration:</strong> This type of integration uses a middleware like <a href="https://zapier.com/" target="_blank" rel="noopener noreferrer">Zapier</a> or <a href="https://www.piesync.com/" target="_blank" rel="noopener noreferrer">PieSync</a> as a translator. The information flows from one platform into the middleware, and then into the other software.</li>
<li><strong>API integration:</strong> This type of integration involves coding yourself, and is commonly called a “custom integration”. API integrations are designed for more complex info-sharing, or as an option if a direct or 3rd party integration is unavailable.</li>
</ol>
<p>The integration between landing pages and email marketing/automation software passes information in one direction: <strong>from</strong> your landing page <strong>to</strong> your email marketing platform.</p>
<p>When a contact submits your landing page form, their information syncs to the marketing automation software.</p>
<p>Once your email service provider (ESP) receives the information, the platform triggers a new action like a chain of dominos falling. The automation trigger is “submits a form” but the resulting action will depend on your marketing strategy, offer, or campaign.</p>
<figure class="wp-block-image aligncenter"><img decoding="async" src="https://www.activecampaign.com/wp-content/uploads/2021/10/v6u6sapum_activecampaignstarttriggers.png" alt="Adding a Trigger page in ActiveCampaign" /></figure>
<p>These actions might be:</p>
<ul>
<li>Contact creation</li>
<li>Contact update (if they already exist in your system)</li>
<li>Autoresponder send</li>
<li>CRM deal creation</li>
<li>Enter into an email nurturing sequence</li>
<li>Segment the contact</li>
</ul>
<figure class="wp-block-image aligncenter"><img decoding="async" src="https://www.activecampaign.com/wp-content/uploads/2021/10/w9kxqe3pc_automationactions.gif" alt="Add a New Action in Activecampaign, GIF" /></figure>
<p>Every email marketing or marketing automation platform is different and may have different options for what you can automate after a landing page conversion.</p>
<p>Your specific campaign and landing page offer will be the biggest factors in deciding the resulting automation. If your landing page offers an ebook about jazz piano, your automation should send them the ebook and a few follow-up emails — not add them to your <em>“Basket Weavers Weekly”</em> email newsletter list.</p>
<h3 class="wp-block-heading has-type-1-font-size">3. Test to make sure it works</h3>
<p>All that’s left is to try your landing page out yourself!</p>
<p>Use an alternate email address or a test email address to test your landing page. Fill out the form, click the CTA button, and make sure everything happens the way you want it to.</p>
<ul>
<li><strong>Double-check your “thank you” page.</strong> When a visitor converts, thank them for converting. Conversion isn’t the end of the customer experience — it’s the beginning.</li>
<li><strong>Next, check your email inbox.</strong> If your offer doesn’t land there, look to your form and email marketing platform for broken connections.</li>
<li><strong>Look at your email marketing tool.</strong> Did it create a new contact or update an old contact? Is the information syncing to the right places? Make sure the things you want to happen, happen.</li>
<li><strong>Pay attention to the presentation.</strong> Make changes according to copy, formatting, display, or anything else that doesn’t look quite right.</li>
</ul>
<p>If you make changes to any part of the process, resubmit the form and go through the testing process again until everything works.</p>
<h2 class="wp-block-heading">Landing page automation as a process</h2>
<p>Landing page automation brings together 2 powerful digital marketing tools for 1 strategy, combining your lead generation processes and email marketing.</p>
<p>The process of automating a landing page is straightforward:</p>
<ol>
<li>Create a landing page</li>
<li>Integrate your landing page</li>
<li>Test to make sure it works</li>
</ol>
<p><strong>But don’t stop there!</strong></p>
<p>The contacts you’ve just converted into leads are more likely to move forward with you than contacts who have been on your list for a while. Take advantage of the “sign-up momentum” and keep the conversation going!</p>
<p>According to <a href="https://www.slideshare.net/CiceronHQ/first-impressions-email-study-22872415" target="_blank" rel="noopener noreferrer">First Impressions Email Study</a>:</p>
<ul>
<li>Only 39% of brands send a welcome email</li>
<li>41% of brands don’t send an email within 48 hours of sign-up</li>
<li>27% of brands don’t send an email in the first 3 weeks after sign-up</li>
</ul>
<p>Take your landing page automation a step further and create a <a href="https://www.activecampaign.com/blog/welcome-email-examples">welcome email</a> series. To learn more about how to create a welcome email series (and get an example you can steal), <a href="https://www.activecampaign.com/blog/welcome-email-series" target="_blank" rel="noopener noreferrer">click here</a>.</p>
<p>Landing page automation creates a situation where your email marketing, CRM, and landing page tools work together to take your marketing processes to the next level.</p>
<p>This post <a rel="nofollow" href="https://www.activecampaign.com/blog/landing-page-automation">How to Use Landing Page Automation For Your Business</a> first appeared on <a rel="nofollow" href="https://www.activecampaign.com">ActiveCampaign</a> and is written by <a rel="nofollow" href="https://www.activecampaign.com/author/esanteralli">esanteralli</a></p>Source: How to Use Landing Page Automation For Your Business