For best results, “squeeze” the prospect
By Brian Lucius
Gradient Positioning Systems, LLC
Implementing a squeeze page into your primary advertising campaigns will mean a much higher lead conversion for a minimal additional investment. You are offering an online, less-threatening way to get the same information you would have offered before.
“Squeezing” can be one of the most successful methods of maximizing lead conversion in a marketing campaign.
If you thought that this article was going to teach you a new choke hold to help you convince prospects to buy, you can stop reading now. A squeeze page, sometimes called a landing page, is a tool which can cause a dramatic ROI increase on an ad campaign. It’s a very simple concept, so allow me to give you the old “is – means – does.”
First, let’s talk about what it is. A squeeze page is typically a website which contains only one page. This means that when you visit the site itself, you will find no bio or “about us,” no services, nothing other than the offer. It will contain just a few basic elements:
1) an image of the “call-to-action”
2) copy to resell the client on why they want it
3) a basic form to collect the prospects name, phone number and email address
Let’s say you are going to send out a postcard to advertise your services surrounding a little-known veteran’s benefit. You would typically show the content and a message that reads “Call xxx-xxx-xxxx today to get your information.” Before sending the postcard, let’s build a squeeze page for it and change the call to action, offering a “Complimentary Veterans Benefit Guide” and asking them to “visit advisorwebsitehere.com (insert squeeze address here) to request your free report.”
Again, once the prospect gets there, they’ll see more reasons why they want the report, an image of it, and a form for submitting their info.
So, why would you do this? Great question. Let’s get into what it does.
The normal mailing or ad campaign often leaves a phone call as the only response option for a prospect. People are trained psychologically to expect a sales pitch on the other end of the phone line when they call in response to an ad and that often leads to a weak response rate.
It is much less threatening for a prospect to go out onto the Web to find more information about an offer. Once they type in the domain name or URL, they will see your squeeze page, which will reinforce the reasons they need your offer. It even allows them to complete an unintimidating form in order to receive the offer. Implementing this into your primary advertising campaigns will mean a much higher lead conversion for a minimal additional investment. You are offering an online, less-threatening way to get the same information you would have offered before.
However, if you’re not thinking, “but then I don’t get a chance to talk to the prospect,” you should be. For anyone who has conducted response campaigns, it is the logical conclusion at this point. Let me explain why the squeeze page is worth it anyway.
It’s simply a numbers game; the number of prospects who will visit your squeeze page vs. those who wouldn’t have called anyway will make all the difference. Remember, the main goal of any ad campaign is to generate leads. From there, you’ll need to have a drip system in place to begin fostering a relationship, but that’s another discussion for another article.
Here are the pieces you’ll need in place in order to successfully build your squeeze page:
- The report, offer, or “call-to-action” — spend a little money to have it professionally designed so it looks good. Always keep in mind that everything you do affects your company’s brand. The question is whether it’s a positive or negative effect.
- Next, find a domain name at any domain registrar, (ex: godaddy.com) — You may find that a lot of the domain names you like are already taken, but here’s a little tip: try putting your state abbreviation on the end. Something like: www.brianluciusTX.com.
- Next is the creation and layout of the page itself — You may want to hire a professional to complete this step for you. It shouldn’t cost more than $500 or so to have it fully set up if your other pieces are together. After that, you simply change the domain to point to that page and you are “live.” All in all, you may have $1,000 into this so make sure you are using it for blast emails, newspaper ads and all offers.