What Airbnb, Uber, and Etsy Can Teach You about Lead Generation

How many of you own a toolbox?

Predictably, nearly every one of you will raise an imaginary hand.

How often do you use it?

You probably use your toolbox a couple of times every year, forgetting about it most of the time. Isn’t it kind of ridiculous to own something that you barely use? So, why not rent one instead of buying or rent out your own toolbox and make some money from it?

That’s what the pioneers of collaborative consumption thought. In today’s economy, ownership of cars, bikes, tool, etc. can be out of reach for some people. So, why not share your goods with others? It was a beautiful idea that has led to the birth of Uber, Airbnb, Etsy and other businesses that took the sharing economy to the next level.

Hold up a minute, what does the sharing economy have to do with lead generation? More than you might think.

For many small business owners, the process of lead generation can be very frustrating and time-consuming. There are many ways of capturing leads – from pop-ups and sidebars to content upgrades and surveys.

However, there is one tactic that is often overlooked. It is an approach that combines online marketing best practices with the usefulness of the sharing economy, and it’s called landing page sharing.

What Is Landing Page Sharing?

According to Unbounce.com, landing page sharing is a next level lead generation tactic that is beginning to make waves in the online marketing world. Simply put, it is a concept that gives two or more small businesses the opportunity to maximize their traffic and generate leads from one single landing page.

For instance, you might have two different websites that are struggling to generate enough traffic and conversions. Each website has beautifully designed landing pages with appealing offers. You’ve invested time, money and resources to make CTA buttons noticeable, to include social proof and to write great copy. But, the results weren’t what you expected.

With landing page sharing, these businesses can partner up and send their campaign traffic to one landing page. By sharing a landing page, not only are these businesses getting at least twice as many leads, without any extra efforts, they are also able to optimize that page for their separate audience.  

One Goal, One Mission, One Landing Page

You’ve likely heard that for a landing page to convert, you need to have a unique call to action and value proposition. So, how can you maintain these lead generation best practices when you share your landing page with a different small business?

Unbounce.com argues that most marketers think that unique means unique to them. In fact, unique means one. When two businesses share a landing page, they get one value proposition and one goal. Out of sharing come leads and ultimately profits that increase a small business’s bottom line.

The sharing economy helps people do a lot of things that they wouldn’t have been able to do otherwise. Why not transfer these principles to the world of marketing? Shared landing pages can help companies capture more leads and grow their business.

Have you ever considered sharing a landing page with another small business? Share your experiences in the comments section below.