Before the time of the internet, Circa 1980’s, the upfront investment for a company to launch a product or service into a market was 10 times what it is to launch an online business.
To conduct just basic market research to find out if anyone wanted your product cost 100’000’s of dollars.
For example, you can analyze consumer data from billions of people through Audience insights on Facebook.
1. Login to Facebook.
2. Copy this into your address bar or just click below: https://www.facebook.com/ads/audience-insights/
There you go…access to 150 – 200 million people’s data from the US alone.
Advertisers use to have to spend millions on lavish TV commercials with celebrity endorsements, prime-time radio spots, and magazine spreads in well known publications.
The winner was the one with the biggest media budget, otherwise your business was invisible.
Today with access to social data, it’s never been easier, with little upfront cost to launch a product i.e; a course or book for example.
Then came websites in 1992. This is what the first website looked like.
It was created by a man by the name of Tim Berners-Lee.
These days, some debate the need for a website as landing pages have now become a far more cost-effective way to leverage your products or services then a website.
The cost of developing a landing page with a shopping cart, payment processor, and everything you need can run you under a $1000 dollars a year and take a non-techy person minutes to setup for each campaign.
This is a big difference in cost compared to just three years ago in 2014 according to this quote from Marketing Sherpa.
Of course you still need a website and ideally a landing page for every online product, campaign, or service that you launch.
Also, according to Marketing Sherpa…
“48% of marketers create a new landing page template for each marketing campaign.”
According to Hubspot in their article here:
They said that “Specifically, our research found that businesses with 31 to 40 landing pages generated 7 times more leads than businesses with only 1 to 5 landing pages.”
Therefore, the benefit of a developing a high performing landing page for each product or service your sell cannot be understated.
A landing page basically becomes you, without you being there, where you can still sell books, courses, and services while you sleep!
Passive money making! Yes please!
Keep reading, I’m gonna show you!
So let’s get into how you can develop a landing page like this for your next launch.
So, here’s the simple landing page guide in a nutshell:
Understanding your Audiences Pain Points
Anatomy Of A Landing Page That Sells Product
Step-By-Step Landing Page Setup
You ready? Let’s get into it.
Understanding Your Audiences Pain Points
What is a pain point?
It’s the thing that wakes you up in the middle of the night, that you think about, or feel, like an emotional or even physical pain.
Think of chronic stomach cramps. It’s that pain you can never shake. You need something for it.
You need to take that pain that your audience feels and treat it like a knife ( sorry for the violent imagery ) and stab it into your audiences side and then turn it to give them even more pain.
The solution of course, is your product, or service.
Think of a pill that makes that stomach cramp, that keeps you up at night, go away.
The thing with people is that we connect more on things that we hate then things that we love.
Utilize this hate, this pain, to get your audience to buy your course, book, or contact you on your landing page!
Anatomy Of A Landing Page That Sells Product
The difference in a website versus a landing page is that websites are about overall brand awareness.
A prospect might have seen your blog article on a social media channel like LinkedIn, or are following you on Twitter, and they may have visited you 50 times to read blogs on your website.
Prospects don’t want to be sold too on the website.
Prospects are in the discovery phase of their journey with your brand when they visit your website.
They aren’t necessarily ready to buy, however, just in case they are ready, the option is there but we don’t want that to be the only objective.
Cue – Landing Pages!
The Goal Of A Landing Page
A landing page is more specific then a website, it is the pitch! We want sales or lead conversions here!
Perry Marshall, a contributing writer for Entrepreneur, in his article ‘Why You Need a Stellar Landing Page to Convert Prospects’ says…
“Within one minute of hitting that landing page, your prospects are easily able to consume all the information they need to make a decision to contact you or not”
Here’s the basic anatomy of a landing page that gives the visitor all the information they need to contact you about your product or service:
- Bullet Points
Sending The Right Traffic To Your Landing Page
The biggest mistake I’ve seen with the anatomy of landing pages, is that it isn’t the landing page!
It’s usually poor audience targeting from your paid advertising campaigns i.e; unqualified and irrelevant to your offer.
Maybe you’ve asked the question:
“How come my competitor is getting 50 more leads a month when I’m spending the same amount of money with the same landing page and offer as him?”
I worked with a client recently, a traditional PR agency who had just fired their in-house and inexperienced digital marketing person.
The agency had been running ads on Facebook driving prospective buyers to a landing page to generate leads for a real estate client.
The clients target for this development was ages 45 – 65.
This PR agency had spent over $65,000 off their clients money on Facebook ads yet 75% of their ads were shown to prospects that weren’t in their target audience.
According to this PR agency, it was because the landing page wasn’t doing well.
Wrong! The targeting wasn’t correct. Do you have a horror story like this with a digital consultant or agency? It happens!
Fortunately, they got me to come in and identify, that yes, indeed they where targeting the wrong market and flushed $50,000 down the toilet in Facebook ads.
I often find myself, the one who has to tell a client bad news like this, I don’t like that part of consulting, however, the loser here was my client’s, client.
Unfortunate. The PR agency never voiced that concern with their client or let them know of this vital error.
Which is why i discontinued working with this client, integrity, integrity, integrity!
Even if it means losing business.
Here’s a great article about how to target your landing page for Google ads.
All this talk is great, however, let’s put together a functional landing page that you can launch your next book, course, or online product idea with.
1. Go over to Clickfunnels and sign up for their free trial.
2. Once you enter in your billing info for the free trial, scroll down and click “create your first funnel” to get started.
Remember the basic anatomy of a landing page, that’s all we are going to create here:
- Bullet Points.
- Call-To-Action (CTA)
Let’s say you are an author of how-to-knitting books, which is an example that I went through in my other blog here on the “4 Step Launch Process To Create Your Profitable Online Course.”
I advise you, if you are building this landing page for a book, course, or online product idea that you head over to this blog to see if it’s profitable.
Then you can use this step-by-step to build your landing page for that idea. So, let’s keep going.
3. Select the following to filter your funnel and select the product launch funnel:
4. Select the free “Blank Product Launch Funnel.”
5. Then select this template below.
6. Click “Edit Page.”
7. Change the background image by clicking this little gear icon in the right corner.
8. Based on the knitting idea, let’s head over to Flickr to find a free image we can use.
A popular theme for knitting, we identified here that is being shared by 100,000’s, and being talked about by millions in the US was “pussy hats.”
An idea that’s talked about and shared on social media is also a prediction of demand, or profitability of your book, course, or product.
You can figure this out by following the steps I laid out here.
So, let’s base the landing page around an offer for a how-to course on knitting pussy hats.
One of the articles that had over 50,000 shares on Social Media “What’s Up, Pussy Hat? Knitting Activists Cause Shortages of Pink Yarn” that we identified talks about a valid pain point.
The dis-empowerment of woman in America under Donald Trump, a man who’s been accused of inappropriate sexual misconduct 19 times.
So, during Trump’s inauguration woman, and men stood up against Trump in solidarity on behalf of woman’s rights in Washington, and nation wide.
The solution is woman standing together, across America in solidarity, guess what they are wearing as symbol of the woman’s rights movement against Trump?
You guessed it, Pussy Hats!
So, let’s start jabbing that pain point right into your target audience by talking about that, let’s start by using this image on the landing page here.
9. Just upload it here. Click the gear icon.
10. Then double click the main headline and enter in some text…
11. If you just rollover the text, or any of the elements you can delete them. Get rid of the social bar, just delete it here.
12. Then enter in a sub-headline…
13. Then click the button, you can change the text, and you can create a button action, right now leave the button action…
14. I’m not going to get into designing the rest of the landing page, however, scroll down and all the items are clickable, you can change the images, text, etc. upload what you want to use here.
15. Now, hit settings and open up the “SEO Meta Data” tab and enter in some information, this is how google is going to crawl your site, what it would like if someone searches.
Mainly focusing on the title name and description. This is what I chose because going back to the my article here, we identified “Pussy Hats” as a popular key phrase that is being searched, and talked about.
16. Click “Save” in the top right corner…
17. Exit in the top left hand corner.
18. You will see when you are out in the menu, there’s a series of pages on the left hand side. X out all of those pages, so you have these two left here.
These are the parts of your funnel, however, we are only going to build a basic one page template with a sales page.
19. Click the “Product Launch + Order Form” pages. Select the “Order Page v1” template.
20. There’s going to be a URL at the top of the page, copy that URL, and back track to the page that we where editing previously.
Now, when you have it open again click the button and go into “Set Action” and select the “Go To Website URL” for the button action and enter in the URL you just copied.
21. Go back to the “Product Launch + Order Form” and select the template.
You can edit the template as you had previously with the other pages.
Once your done editing, head out to the “Product Launch + Order Form” menu area and select “Products” this is where you can setup your order form and your product.
22. Enter in the course information, and your payment processor.
If you don’t have a payment processor, I recommend Stripe.
So…this gets you setup and going, you now have a functioning page with a shopping cart, easy, peasy.
Let’s preview the finished product.
23. Head out to the main menu and just click here to preview.
Click around, and make sure the buttons link to your shopping cart page. There you go an anatomically correct landing page built for sales.
Although a website is key to your marketing, it’s not meant for selling.
Landing pages are, they are the pitch to make the sale, while a website is not.
Why setup multiple landing pages?
If you have multiple services, courses, books, and products you are selling, would you try and make the make the same pitch for each product?
Would you pitch a book when you want someone to contact you for consulting services?
No. Therefore, think of each landing page as a pitch for every service, or product you sell.
Follow this step-by-step process to build your own landing page for your specific product or service remembering the anatomy of a landing page.
- Bullet Points.
- Call-To-Action (CTA)
If you don’t know what product or service to sell, or how to launch one, go here first and then follow this process to see if your idea is profitable.
Good luck! If you need help just reference this step-by-step to guide you along.