Yesterday, I wrote about all the stuff Mailchimp had conquered in the digital marketing space. One of those things is brand spanking new: landing pages. I’ve previously used Unbounce, Instapage, LeadPages, and Landing Lion. When I saw the announcement from Mailchimp, I had to give it a whirl. If you already use Mailchimp for your email marketing, you can stop reading. Making a landing page is exactly as easy as creating an email, and the UI is nearly identical. If you don’t use Mailchimp or you’re new to it, this is for you.
We’ll go step by step.
- Login to Mailchimp.
- Click on “Create Campaign” button in the top right of the screen. Mailchimp now defines “campaign” as an email, an ad, or a landing page.
- On the popup screen, click “Create a Landing Page”.
- On the next popup, choose Signup Page or Product Page. To note the difference, a Signup Page is a really simple way to collect email addresses. A Product Page is ideally suited to be connected to your ecommerce store; however, that is not a requirement. For this exercise, I am building a landing page to offer a download of the eBook version of “Practice Your Pitch.”
- I chose “Product Page”, and then we are directed to the ever so familiar Mailchimp editing interface. It’s exactly like editing a Mailchimp email newsletter. Drag & Drop, add images, text, video, etc.
Now, design your landing page. From top to bottom…
- Add a background, because gray is boring. Maybe use something cool like the SpaceX landing pad (see what I did there?) image from the top of this page. Nah, probably something relevant to your brand.
- Add your logo at the top. This is a personal preference, but instead of just a logo, I prefer to add a full width header across the top, but that totally depends on your visual branding.
- Add the product. This piece is almost just like the product page in your ecommerce store. However, in some cases, this WILL be your product page.
- Call to Action. What do you want visitors to do? Whatever it is, make it crystal clear, e.g., “Buy the book” or “Download the PDF”.
- Contact info. Don’t want to look spammy, so give folks a way to contact you just in case your landing page isn’t perfect.
- Save and Continue. The next page is a summary of the title of your page, the list to which new contacts will be added, and a simple link to edit your landing page.
- Finish Later or Publish. That’s it. You’re done, but you can always, always edit it later. You will have to “unpublish” when you want to edit a page. Not a big deal, but don’t freak out that your page will be unavailable during that time that you’re editing.
What I like most about Mailchimp’s landing pages is that they are purposely simple, clean, and to the point. Many marketers get over zealous about “selling” on a landing page. A landing page, unlike a website, should have one purpose and one purpose only.
What Mailchimp can (and undoubtedly will) improve about its new landing page campaign creator: A/B testing, more layouts/templates because one size doesn’t fit all, and directly built in download capability for eBooks, though you can still do that using Mailchimp and these instructions.
I recommend Mailchimp landing pages. Very simple for now, but you know they’ll be beefing it up on a regular basis.