The Power of a Landing Page in Green Marketing

For over 10 years of working in the green market I know most organizations do not use  marketing best practices to increase sales and make a positive  impact. If we want to promote sustainable lifestyles we need to compete with all the tools at our disposal.
In my post in this week’s Triple Pundit blog I write about Landing Pages in Green Marketing as I am concerned that most green businesses do not have an effective lead capture system. In the world of internet marketing, everything is designed around the email “opt-in process” or “landing page” ,  dedicated to capturing leads by acquiring the visitor’s email address .  Each  address is a valuable asset and email “list building” is essential as each one could become  a customer one day.  When you have an email address ,  you can actively promote your products by newsletter and other means. The lifetime customer value of that subscriber might be significant.

For example, if you are a supplier of green gifts, each new email address could convert to a customer who buys many gifts for years to come. Say one customer has an average lifetime value of $500, and you convert 1 in 4 leads (email subscribers to customers) then each email address is worth $125 in sales. Suddenly, you start to realizes the true  value of email addresses. Unfortunately, when I searched on “green gifts” almost every ad took me to a page where there was either a poor or no lead capture process.
Now maybe you don’t like asking for email addresses because you think it is intrusive. Well, how serious are you about your website  making money?  If you want to sell anything on the Web you will need to generate leads, as few first time visitors buy products. You will need to build a relationship with them  to build trust and credibility. Emails do this effectively as you send new subscribers more information in newsletters

I write in the post “Green businesses need to transform their website from online brochures to dynamic marketing and lead generation machines. This is the fastest and most effective way to double your leads. Why spend more money on advertising when only one or two percent of your visitors are subscribing with their emails? Instead, set up an opt-in process or landing page where you can convert three, four or five percent of your visitors to email subscribers. In simple terms, doubling your email addresses should double your sales as you have doubled the number of your prospective customers.”

This is one of most effective online Green Marketing Strategies. All professionals in Green Marketing and Green branding should consider how they can start building their email list.