Mid funnel marketing is all about connecting the top and bottom stages of your funnel, and converting leads from top of funnel interest to bottom of funnel purchase consideration through education. 

Website landing pages make for a perfect connector for the stages of your marketing funnel because of their versatility. Consider these 5 reasons to include website landing pages among your mid funnel marketing tactics. 

1. Referral Traffic Destination 

One of the top reasons website landing pages are a critical type of mid funnel content is that they serve as the inbound destination for many top of funnel marketing strategies, helping to drive leads one stage closer to converting. 

Website landing pages can serve as pillar content for social media campaigns, PR, blogging, and top of funnel email campaigns. Well crafted landing pages can be used to capture inbound referral traffic from those top of funnel destinations, and include content that educates leads on your company and products.

Landing pages not only give you a foundation from which to build your own inbound marketing campaigns, they also give third parties like media publications, bloggers, customers, and partners a rich destination to link to in their own content. The better and more informative your landing pages are, the more likely someone is to link to it. 

Top of Funnel Referral Sources for Website Landing Pages

In order to take advantage of website landing pages in your mid funnel marketing, try using landing pages as destinations for these top of funnel tactics:

• Social media channels like LinkedIn, Twitter, and Instagram
• Social media ads
• Digital ads (ex. Google ads)
• Press releases
• 3rd party articles and blog posts 
• Email newsletters
  

2. Drive Traffic to Other Mid Funnel Content 

Landing pages don’t just serve as a destination. They can also refer website visitors to other content within your marketing funnel, acting as a bridge that connects inbound top of funnel traffic to other educational content on your website. 

Use landing pages to link to other mid funnel content like white papers, long form blog posts, videos, and infographics that will continue to educate leads at the mid funnel stage. Landing pages can also embed images and videos about your products and company, giving them rich content that will improve engagement from visitors, and increase their SEO. 

A common SEO strategy that supports landing pages serving as a bridge is the pillar strategy. Treating landing pages as a pillar, or destination for top of funnel marketing campaigns (as discussed above) will drive more search traffic to them, and cause them to perform better in search engine results. Once a landing page is performing as a solid piece of pillar content and attracting inbound traffic, it can be used to drive those leads to other pieces of content like those mentioned above, as well as bottom of funnel marketing assets where leads can convert (more on that below). Website landing pages are versatile with their ability to provide top of funnel content with a referral destination, and mid and bottom funnel content with inbound traffic, making them an excellent connecting piece for your marketing funnel stages.

3. Appear in Search Engine Results

In addition to capturing referral traffic from third party content, blogs, and social media posts, landing pages are a valuable search engine marketing tool. By creating optimized website landing pages with rich content, you increase the likelihood that your website, company, and products are discovered in search results. 

Key SEO Considerations for Website Landing Pages

Follow these SEO best practices for landing pages to improve your page’s performance in search engines:

• Conduct keyword research to determine which keywords to include in your copy and on page SEO tactics
• Use your keywords throughout your written content, as this will inform what search terms this web page could display for in search engine results 
• Fill in metadata like alt tags, file names, and meta descriptions for on-page images and videos to help search engines understand the content on your landing page
• Use your keyword(s) in these key landing page elements: title tag, H1 heading, and H2 headings for page sections
• Include internal links to other website pages and blog posts. Using keywords from those pages / blogs in the link anchor text is a best practice. See the ‘marketing funnel stages’ link above for reference, and notice how it links to a blog post about marketing funnel stages and uses the keyword ‘marketing funnel stages’ in the link’s anchor text. 
• Link to your landing page from other pages and blog posts where relevant. Internal linking is an SEO best practice that will transfer any search authority that those pages and blogs have to your landing page, improving its own search ranking. 
• Use your keyword(s) in the landing page URL. For example, this blog post has the keyword ‘mid funnel marketing’ in its URL, which is one of the blog’s intended keywords.
  

4. Include Calls to Action (CTA)

In continuing their role as a bridge between funnel stages, landing pages can connect top of funnel and mid funnel content to key bottom of funnel marketing assets where leads can be converted. 

For example, website landing pages can include links to product pages on an ecommerce store for a B2B brand in order to drive leads toward a point of sale. Landing pages can even include “buy now buttons” and mini advertisements for products within them.

For B2B companies, contact forms that drive leads to their CRM are a common, and effective bottom of funnel tool that landing pages can include. Contact forms play a role in lead generation, capturing contact information to enable further marketing and sales activities, and aiding in lead qualification. 

While landing pages are often designed to drive traffic toward a CTA, be sure to use them sparingly. Including too many CTAs on your landing pages will make them come across as salesy, and decrease their likelihood of converting. The key is to balance delivering site visitors enough value through quality on-page content, while including a strategically placed CTA that capitalizes on their interest.

5. Lead Nurturing 

Website landing pages can be utilized within mid funnel lead nurturing strategies to help educate potential customers. Landing pages for this purpose can include elements like case studies highlighting customer success with your brand’s products, testimonials, competitor comparisons, industry insights and research, FAQs, and anything else you think leads might find helpful for learning more about your products. 

Landing pages designed for this purpose do not need to only rely on organic search and top of funnel traffic referrals, as they can be intentionally delivered to leads through mid funnel tactics like email marketing and retargeting ads. By including educational landing pages in these lead nurturing sequences, you have the opportunity to educate people, increase their exposure to other marketing materials (see point #2 above), and improve the likelihood that they continue consuming content and moving down your marketing funnel.

Examples of Educational Landing Page Content

Use these examples to create educational landing pages to nurture leads:

• Customer case studies
• Customer testimonials
• Competitor product comparisons
• Industry insights and research
• FAQs
• Collections of resources. For example, the Brand Credential marketing resources page.
• Product guides
  

Website landing pages play a critical role in guiding leads through a marketing funnel. Follow these tips to include impactful website landing pages among your own brand’s mid funnel marketing tactics.