How can a squeeze page help your business?

Most savvy business owners recognize the importance of a mailing list (or two!).  Being able to send newsletters, emails and special offers to potential clients can be a valuable source of leads.  However managing the mailing list can be a bit of a chore so ensuring your list is targeted helps with removing clutter.

There are a number of ways to create a targeted mailing list including the tried and tested Squeeze Page.  Put simply a Squeeze Page is a web page aimed at harvesting email addresses from potential clients. 

A good Squeeze Page should consider the following points:

1. Identify a single service or product. Let’s imagine for the purposes of this exercise that you are a Virtual PA offering a range of services and for the Easter period you really want to push that fact that you can arrange holiday, accommodation and flight bookings.  Selecting one single service will help focus both the squeeze page content and the way it is promoted. 
2. Targeted information.  Once you have chosen a service to promote you’ll need to create some compelling copy to entice your visitors to sign up.  Often Squeeze Pages will use a combination of text, video and audio, but be careful of information overload and ensure that the page is accessible to visitors with different computers/software and abilities.
3. Relevant free offer.  Offer something for free in exchange for visitor sign up.  The offer needs to be targeted, there is no point in offering a free bottle of plonk if you are targeting “time poor affluent business owners”.  Instead offer something relevant. for example in the case of the PA – a link to a free 3 minute video with top tips for travel locations this year.
4. Easy sign up.  I have seen a lot of signup forms that request name, age, country, email address etc… Consider asking for the email address only.  You can find out more information about your list at a later date and all you really need to keep in touch is the email right?
5. Testimonials.  If you have them, use them!
6. Limit outward links and distractions.  Traditionally a Squeeze Page is a single page containing no external links at all. This formula has proven to focus visitors in signing up.  However, there are a couple of exceptions: 1) If you have a complicated offering you might want to consider multiple pages (all with the important sign up forms) and 2) if you plan to promote your page using Google Adwords then you will need some external links. Google can penalize single web pages (often treating them as spam) so adding some external links (perhaps to a relevant  blog, website, social networking site) at the bottom of the page can help Google verify that the page in genuine.
7. Autoresponders.  It is imperative that once a visitor has signed up that they receive a nice welcome email along with any to special offers as soon as possible.  This is essential to ensuring the best possible chance of converting your mailing list to customers later (don’t forget the goal is to eventually convert your list and not just collect email addresses!).
8. Timing.  If your service or product is time bound, for example in this case we are targeting Easter Holidays, then ensure that the Squeeze Page is created and promoted in good time.  Once you have the mailing list you also need to convert them into customers, all of which is likely to take additional time.

So now you have your perfect squeeze page, here’s how to promote it:

1. Catchy headlines. Remember that you are running a highly targeted campaign, in this case “time poor affluent business owners”.  All promotions will require a catchy headline like “Running out of time to book your next holiday?” or “Promised the kids a break this Easter?” (tug on those heart strings!). The headline need to grab the attention of those potentially interested in your targeted service.
2. Presell. Where possible all promotions should presell the service on offer. 
3. Where are your customers?  Traditional marketing is often overlooked for the virtual world. Targeted flyers and printed adverts can help win more visitors.
4. Google Adwords.  PPC can be a great way to boost a campaign but be careful with your keywords and the spend per click.
5. Article writing. Don’t limit yourself to your own blog.  You can try guest blogging, posting articles to linked-in, posting on relevant forums, using article submission sites – always remember to include a link to your relevant Squeeze Page.
6. Social media. Direct links to your Squeeze Page might work if you are using a catchy headline, but for best results use social media to promote an article which links to your Squeeze Page.
7. Optimize. For the best results a Squeeze Page should be regularly optimized.  You’ll need to keep an eye on your visitors stats, monitor how many sign ups you receive, which adverts/promotions result in the most conversations.  If you are receiving lower results then expected then tweak your promotions/copy and monitor the effects. 

Once you have the prefect formula that works for you then you should be able to replicate for different area’s of your business.  I’d love to hear from you if you have some additional tips to add to this list?