How to capture email addresses in this funnel
1. Answer the most common questions your target audience has right on your landing page and promise more useful information in your newsletters.
💡 TIP: Check our email newsletter templates and save time building email newsletters without needing a designer’s help.
2. Offer a lead magnet that can be accessed only by becoming your subscriber. It could be anything from a downloadable PDF and whitepapers to a separate landing page with an embedded informational video.
💡 TIP: Automate your lead magnet sequence and make sure that your content offers are sent out immediately—without any delays. That way, your prospects can immediately enjoy the content they’ve applied for, and you save yourself tons of time managing your email campaigns.
But… What should I write about on those landing pages?
Check your Google Analytics to see how people come to your site organically. What are the keywords that bring in the most traffic? Which blog posts (provided you have a blog) get the most attention?
Also, think about what people ask the most when they contact your customer support. What topics get the most engagement on your social media?
In case your business is new and you don’t have much data to rely on, you can always check your competitors’ content for ideas. Or you can do a quick search on Google around your business niche to see what people are asking for.
Let’s look at another way to gather leads at the top of the funnel.
2. Top-funnel audiences: Use Google Display ads to raise awareness
PPC can also help you get more subscribers by targeting people who don’t know about your business yet. These are your top-funnel audiences.
People in this segment are probably not looking for any solutions you offer, but they have certain characteristics that make them a good fit for your product or service.
You can get in front of top-funnel audiences with Google Display ads.
You’ve definitely seen Display ads even if the name may look unfamiliar now. They’re those image ads that appear when you’re reading an article, watch a YouTube video, or use your favorite mobile app.
Unlike search ads, Display ads aren’t related to search queries. Instead, you can show Display ads to targeted audiences across the Google Display Network (GDN).
The Display Network is a group of over 2 million sites, videos, and apps where your ads can appear. GDN sites reach over 90% of people on the Internet worldwide!
Display ads are highly visual—you can use images of various sizes and even animate them.
Have a look at a few Display ads examples below.