Are You Optimizing Your Landing Pages?

October 22, 2013

Hopefully we all are using landing pages to both identify and segment new business leads. But are we just dumping content or are we using creative ways to cross sell, up sell to convert leads into sales? ioninteractive.com has a white paper that gives creative ways to maximize the use of landing pages to distribute your content marketing gems.

They bring home the fact that there is a fair exchange for content. In other words, is the perceived value of what they are getting worth giving up some contact info to you?

They cover ways to maximize content on your blogs, white papers, webinars, slide decks and infographics. Some highlights include:

  • Blogs - give them a reason to do something else once they are on your blog. Give them something of value for free if they sign up. Give them a reason to sign into your database for future info (get them in the nurturing cycle).
  • White Papers - most are gated which might restrict the number of sign-ins. Test a non-gated version, but put some call to actions within the paper for comparison chart, industry study, etc. that they would have to register in order to download. See which one generates more. The ungated will certainly bring in more numbers, but most of us are looking for quality not quantity so you’ll have to evaluate what might work best for you. You might want to also concert doing some teaser-type ads/emails that would include a top 10 list with a link to the white paper.
  • Webinars - after the fact, what are you doing with the recorded version? Are you promoting it with links to either the webcast itself or to the companion slides? Are you including social links for them to share? Test a gated vs. ungated model to see which one generates more interest.
  • Slides - utilize SlideShare to post the slides with links to the actual webinar (gated). Again, include social links for sharing.
  • Infographics - visual always gets attention. Make sure there are several links to social, QR code and subscribe button so they have options of both staying in touch as well as sharing.

Their white paper is easy to read and gives you great ideas on how to get more from existing content. You can download it here.


Benefits of Using Landing Pages

June 26, 2012

No matter what kind of promotion you’re doing, when going after the professional tradesmen, the bottom line is you want them to ask for more info and ultimately a sale. You can’t do that in an ad (print or digital) by itself. You need those that are interested in whatever it is you’re selling to go somewhere to get more info. Effective landing pages make it clear what visitor is going to do/get for the site.

A landing page is ideal for a next step in the lead process. A good landing page will target a particular audience using a unique page that allows visitors to download the appropriate content (you wouldn’t have the same offer for say a tradesman and for a design engineer). They also help you track and monitor activity by offers so you know what works and what doesn’t.

Landing pages help segment markets, capture leads and make it possible to monitor advertising effectiveness.

  • By directing them to a specific page with an offer and the appropriate form to fill out, it makes it more likely that they will complete the form and convert to a lead.
  • If your visitors decide to download your offer, why not invite them to share your content?
  • Lead nurturing is a very important part of the process. 50% of those who respond aren’t ready to buy just yet.
  • 78% of sales that start with a web inquiry get won by the first company that responds.
  • By sending a follow-up thank you to those that downloaded material, you have the opportunity to offer them additional info and downloads, as well as asking them to share this with others via social media.

If you like this post, you might want to read:

Product Landing Pages: Tips on How to Improve their Performance

The Best Way to Reach Professional Tradesmen: Drip or Closed Loop Marketing?


Are You Using Landing Pages? If Not, Maybe You Should Be.

February 8, 2012

No matter what kind of promotion you’re doing, when going after the professional tradesmen, the bottom line is you want them to ask for more info and ultimately a sale. You can’t do that in an ad(print or digital) by itself. You need those that are interested in whatever it is you’re selling to go somewhere to get more info.

A landing page is ideal for a next step in the lead process. A good landing page will target a particular audience using a unique page that allows visitors to download the appropriate content (you wouldn’t have the same offer for say a tradesman and for a design engineer). They also help you track and monitor activity by offers so you know what works and what doesn’t.

I recently downloaded an e-book, Optimizing Landing Pages by Sarah Goliger from Hubspot that outlines the basics on what needs to be included, how to get them shared, using them as a lead nurturing tool and thanking them for responding.

Here are some highlights:

  • By directing them to a specific page with an offer and the appropriate form to fill out, it makes it more likely that they will complete the form and convert to a lead.
  • If your visitors decide to download your offer, why not invite them to share your content?
  • Lead nurturing is a very important part of the process. 50% of those who respond aren’t ready to buy just yet.
  • 78% of sales that start with a web inquiry get won by the first company that responds.
  • By sending a follow-up thank you to those that downloaded material, you have the opportunity to offer them additional info and downloads, as well as asking them to share this with others via social media.

So if you’re not using landing pages, you may want to give them a try. I think you’ll see that you’ll not only get more leads, but better quality ones.

If you like this post you might like:

Product Landing Pages: Tips on How to Improve their Performance

The Best Way to Reach Professional Tradesmen: Drip or Closed Loop Marketing?


Reducing Risks Improves Sales Conversions to Professional Tradesmen

May 27, 2009

Gates&B2BI know you’re convinced that your product or service is the best solution to a tradesman’s problem. According to a recent post in B2B marketing online, a new study from Enquiro Research shows that 99% of B-to-B buying is about CYA. If business buying is driven more by risk adversion, then you need to address those and take the risks out.

This puts a different light on how to approach these buyers to improve your conversion rates. Here’s a summary of some of their suggestions:

  • Understand Business Buyer Risk. To improve conversion rates, it’s essential to understand the extent to which your company  and its products or services may be perceived by your target buyers. From the eyes of the buyers, where do you stack up: are you a major player in the market or a new entry?
  • Become an “Approved Vendor.” If you’re not the 800# gorilla in the market, you have an uphill battle. You could have the most brilliant marketing strategy, were able to get in to see the right people and even demo the product, but you don’t get the order. Reason – we got a better deal from our existing vendor or we went with an approved vendor. One way to address this is champion a teaser offer,  e.g. 60-day trial period.
  • Use Search Marketing to drive Word-of-Mouth. Enquiro research suggests that word-of-mouth can be hugely influential in the buying process, especially in those cases where the buyer has no previous experience in that product category. Search marketing is a powerful tool for getting your message in front of prospects.
  • Personalized messages to different targets. Make each landing page, e-newsletter or offer as relevant as possible to the target. To increase conversions: match prospects with happy customers that came from similar risk profiles. Also consider linking to customer reviews.

What are you doing to improve conversions to sales?

Share


Follow

Get every new post delivered to your Inbox.

Join 151 other followers