 Hey guys, it's Landon McCarter with SecureAge in Marketing. I here to bring you a video about landing page basics. All right It's gonna be a quick video. I'm just gonna run through a couple main questions. Okay. What is it? When do you use it? When do you want a landing page versus a full website? Landing page fundamentals. What do we hope to get out of the landing page? And then we just want to look at one together. I'm gonna draw on the board. All right, so let's get started Okay, so first off. What's a landing page? All right The landing page definition is basically a single your singular page on a website that we're driving traffic to okay So typically a landing page is used whenever a insurance agent or insurance professional Has a specific marketing message to get across with really one sort of core audience that is trying to reach What a landing page really serves to do is provide that all-encompassing information where anybody that's interested in this particular Topic would be able to find all the pertinent information and get a hold of the individual that's interested in taking the next steps Right. That's what a landing page is When you use a landing page anytime you have a specific marketing initiative and you want to increase buyer intent With paid traffic a landing page is a perfect way to do that What I mean by buyer intent is that if we have traffic that's driving to a landing page Reading the information on a landing page and then submitting a form or filling out Whatever we want them to do and we call that a conversion that would be a higher intent Visit traffic conversion than just you know hoping a Social media conversion comes through on the social media platform We're a message on the social media platform, etc What we're trying to do is use some type of paid traffic source to drive them to the landing page and hopes to get them To convert on this landing page When you when do you want to use a landing page versus a full website? This is one of the pitfalls that I see a lot of insurance professionals do I see a lot of insurance individuals Will build a landing page and call it their website what they'll do is they'll create one page that has their name contact info You know a basic blur about themselves and that's their website I typically find that if you really want to stand out in the crowd Your your website is needs to be what we call you like your digital handshake and really built out and speaking to those individual Audiences independently of one another a landing page is really built to drink to bring one group of traffic Down the funnel into a solid point of conversion as opposed to serve as the all-encompassing All-encompassing information Sort of place for your brand. You don't want to have a landing page that serves your entire website So the key that I want to try and communicate on the landing page is if you have one audience You need a landing page if you have multiple audiences with whatever you're trying to build You need a full website to be able to speak to those individual audiences independent from one another But what we're going to go through is landing page fundamentals So what do we hope to get out of a landing page? Okay, the key that we're trying to go for in a landing page is always conversions and the inch insurance industry I find that there's two main types of conversions. We're either doing Independent sort of event marketing where we're trying to get butts in seats and in that case a conversion is registration So for instance if you're selling an annuity with a term sort of partner in that Marketing plan that you're doing with some type of event You typically are building out a multiple-day event schedule and then using your marketing dollars to drive traffic to that event schedule And then hope that they register on that landing page, right? So you're looking for butts in seats registrations would be what we're calling a conversion, right? Another thing that I find that typically people are looking for the landing pages is leads We deal in Medicare leads, final expense, insurance, life insurance, annuity, IUL, etc All those different lead types Typically have a landing page built around them if you want to high Qualify your lead and get the highest buyer intent that you can to use that paid traffic to drive those individuals to that landing page So in that case the conversion is going to be a lead Okay, so what I want to do is I want to walk through just the basics of a landing page for you guys And we'll just kind of walk through it all together. Okay, so if you can conceptualize this is your website landing page, okay? The first thing that I want to communicate in terms of basics is you want to have your brand front and center in the top right All right, so you got to have your brand Very clear, you know, you want people to identify who you are typically there's some sort of paid platform on social That has some brand identity You know graphic design, etc You want that seamless transition from the action that they take on the social media going to your landing page to be Seamless they don't feel like they're jumping from one brand to another That's a huge mistake that I see people make they have their insurance ads looking one way and have insurance landing page looking completely different and internet buyers are very sketchy because it's super easy to Go away. I use the word sketchy. I meant flighty. They're very flighty if they feel like they're getting duped by some type of you know Baton switch dill then they'll just leave your landing page and have a bounce rate So it's very unclear that your brand is evident from the ads that we're using to drive traffic landing page Along with the individual landing page itself the next thing you want to do is you have you want to have your phone number in the top Right. All right. Now you want to make sure that this phone number is click to Call you will find more and more arch website traffic is mobile Okay mobile website traffic they want to go to the website on your phone And if they're using this landing page is sort of a I'm already interested and I want to just talk to somebody They'll typically hit click to call right there Okay, the next thing I want to walk through is this top left main piece of content and an ideal world If you can do it is a video. We really want to use videos and leverage videos on landing pages I'll do another complete video About why and how and how to use videos and the importance of them But the key is is that you want this video to be about two minutes To two three minutes Maybe and all this needs to be is your elevator pitch for what you're trying to accomplish if you can't Get your message down to a three-minute elevator pitch that you need to refine your message to where you can all we're trying to do is get people to Engage with our content in a way that is starting to allow us to feed them the information that we want to feed them Next to your video You want to have a blurb of copy and context that provides context of what this video is So this will be like an overview of what this video is going to be whenever they click The whole point of this text is to get them to click on the on the play button Next thing you want to do is you want to have a call to action button right here Right CTA call to action right. This is lead. This is sign up Right, whatever whatever a call to action ends up being that called action button is very important because you'll find that a lot of people Will actually watch your video and click to convert right away now. You also want to have copy and context This is where I'm going to do a further breakdown of how to write this copy on a further on the next video But the key with this copy right here is that you want to make sure that you're educating your prospects and giving them all the pertinent Educating all the pertinent information that you want your prospects to get if they didn't watch the video Typically though, what's going to happen is these individuals are brought most likely going to watch the video Down here. You want to start to brag on yourself, right? This is where you start to say, you know brag on me This is where you put like a testimonial This is where you start selling Testimonial so this is where you're really starting to sell yourself up until this point We're really just educating on you know, what the topic is that we're trying to Communicating the conversions on here's where you put your testimonials try and sell yourself your ability How great the event's going to be? Etc and you want to call the action button down here on the bottom, right? So you got another CTA now CTA button now you will find that a lot of your conversions will come from this top called action button But you want to give them a choice to convert either on this button right here or this button right here A lot of people are going to watch this video and just convert right away because they have the pertinent information They need they're ready to get in touch Or if they have if we're trying to market like an event seminar or whatever with this landing page We're able to the video sort of provides an overview They'll just you know glaze over this content to get the details of the time the dates the venue Is it going to be food provided? Whatever that's going to be and then they'll end up you know converting down here But both of these conversion buttons are really important You'll also find that people will just convert on their mobile phone up here as well So the whole point of this whole entire thing Is for us to drive conversions right conversions and leads All right, so the goal of this landing page is to drive conversions per leads here's the conversions and leads here's how we do it We take paid traffic Right we drive them to the landing page Landing page Right We then hope they convert Into some sort of a lead Convert to the lead And then We want to this is where our sales process starts Sales process Now if you're an event marketer, I'd recommend calling these individuals two to three times Call when they register and then the day of to remind them if you're An actual drop using these landing pages for lead development Then you would I would highly recommend that you just call the lead as soon as it comes in Now this lead right here will have a cost cost per lead What we are trying to do this is the holy grail of everything that we're trying to do here All right, all of this work That we're doing on the landing page is is trying to get us a low cost per lead So that we can generate as much leads as possible with our budget and get as much business written Out of this as possible because we all know that we don't no one cares about building the website or the landing page As much as they care about the revenue that they're going to sell from the leads from it So it's all part of the process So this is the basics of a landing page. I really hope that you found some value in this video And then if you ever need any help Crafting a landing page security marketing is built and designed We only work in the insurance industry And we would love to take a look at your specific marketing project and help you with your landing page creation Potentially consultation on how to catch these leads There's a lot of cool things that you can do with automatically scheduling calendar Sort of invites those leads can come in as appointments on your calendar There's lots of cool things that we can do and help as a team So thank you for taking the time to watch this video. I hope this added some value to your marketing services today