3 Tips for Creating the Ultimate Landing Page Experience

Landing Page Tips with a bullseyeA key element of with internet marketing is landing pages. We follow the concept your website is the center of your online universe, so your online marketing should be driving traffic to where you do business online: Your website!

You don’t want to just send qualified traffic to a random page or just to your homepage. You may be asking yourself, “Why does it matter?” Let me give you an example.

Your company is running a sale on ski boots. So you set up an campaign to promote your boots, using paid search, social media and email marketing. A bad experience for users would be to send them to a page about skis instead of boots, or to the home page where they have to click through to find where the ski boots are that are on sale.  You really should send them to a landing page that is specifically about the promotion and creates the least amount of friction for them to buy the ski boots.

Below of 3 tips for creating the ultimate landing page experience that encourages visitors to make a purchase, sign up for a newsletter, download a whitepaper or whatever it is you want them to do on your website.

  1. Original and relevant content
    • The landing page should be directly relevant to the ad or social media post that brought visitors there
    • The purpose of your landing page should be clear
    • You landing page should offer something that other sites don’t
    • Add reviews that show real people that have used your product
  2. Be transparent
    • Your contact information should be easy to find
    • Be clear about what information you are collecting from visitors and how you will use it
    • Make it clear what will happen when visitors perform an action on your page
  3. Make it easy to use
    • The message on your landing page should be clear and concise
    • Keep the number of calls to action or links to a minimum (often this means just one call to action), you don’t want visitors to get confused
    • Make it easy for people to find answers if they have questions

Creating great landing pages by following these three tips will not only help win more conversions, it can help save you money with paid search campaigns too. For example: The price of your bids in Adwords can be directly affected by the quality of your landing pages.

 

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Internet Marketers Did Not Invent Content Marketing

Did you know content marketing is not a new concept?

michelin guide

 

In 1900 Michelin created the Michelin Guide. This is an actual book of content that was used to inform and educate customers. They created a value to customers and potential customers, which in turn created trust. The books included ways to maintain your car as well as travel tips and help.

Jell-O Book of recipesJell-O had an earlier start with their book of recipes in 1906. This may have been recipes they created or recipes from their customers. The effort helped Jell-O push their sales to over $1 million, which was quite an accomplishment at that time.

 

So, what’s different about today’s “Content Marketing?”
  1. The scale of how many people you can reach and how fast.  The internet has made it easy to reach millions of people with out ever leaving your office. In the early 1900’s marketers were limited by distribution, how to get their books to the general public.
  2. The cost of producing content is much lower.  With the internet, there’s no printing cost, no shipping cost and no inventory to try to move. You can produce content yourself and the only cost is your time. Of course time is money, so if you don’t have the time you can pay someone like us to create great content at a fraction of the cost of a producing a book.
  3. Search brings your customers to you. With the invention of the search engine, it is now possible to get your product in front of people exactly when they are looking for it. The original guides and recipe books may have sat on shelves for months until someone found them or the right person walked past the shelf where they were.

The big question: Why should YOU use Content Marketing?

  • Content marketing is a great way to build trust with your customers and potential customers. Just thing about the Michelin Guides. If I’m an avid user of the guide books. I’ve seen that the tips they’ve given me about lodging, or the best tourist sites in Vancouver. Plus, I found great tips for taking care of my car during the long drive to get there. What company do you think will be top of mind when I need tires?
  • Plus, when you start creating great content around your products and services, the search engines will start showing your content to searchers when they are looking for services and products like yours. This gives you exposure and because you created useful interesting content people are more likely to read your content as well as share it. This will keep them coming back and build the trust that makes them think of your company when they are ready to buy.

Content Marketing: The Evolution of Online Marketing

Content Marketing BillboardWe are at another turning point for online marketing. In the past year Google has reaffirmed the old mantra “Content is King” by updated their algorithm to penalize sites that were using SEO trickery to gain higher placement in search results. Think Panda and Penguin Updates.

The advice coming out of the Googleplex has been “Produce great content to get better rankings.” With this new or renewed idea of producing content, there have been many cries that SEO is dead. If you’re familiar with us, you already know we don’t believe this. It is not dead, but evolving.

Out of all of this the term “Content Marketing” sprang up. What is Content Marketing? Is it some new-fangled way to advertise? It’s more like combination of old techniques all rolled into one plan. Let me break it down for you…

Content marketing is a technique that combines many different aspects of online marketing. This can include all or some of the following aspects:

  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • Blogging
  • Paid Search
  • Website Analytics
  • Lead Tracking

As you can guess because of the name, at the heart of it is your great content. This might include any number of the following things:

  • Blog posts
  • Whitepapers
  • Case studies
  • Videos
  • Webinars
  • Etc.

content marketing wheelUnfortunately many people will stop there, but if you do you miss the underlying reason for creating content: To engage potential new customers as well as clients.

The great thing is there are plenty of tools to track the effectiveness of your campaigns. When visitors come to your site you can track what they do on the site and how engaged they are using tools such as the following:

  • Website analytics
  • Lead capturing
  • Lead tracking tools

Put all these techniques and tools together and you have Content Marketing. It is non-interrupt and instead of preaching to customers, content marketing is giving your potential customers something that can make them smarter or can make their lives better.

Want to learn more about Content Marketing? Fill out the simple form below and we’ll set up a time to talk.

Content Marketing Contact

Killer Online Marketing for 2013

So your New Year’s Resolution was to have a killer online marketing plan for 2013… Now what?

Great online marketing doesn’t happen by accident. You need to have a plan. There also isn’t a one size fits all solution that can be copied.

Over the next few months we will help you achieve your goal with a series of blog posts, whitepapers and other materials. We’ll look deep into topics such as onsite SEO, website analytics, blogging and social media.

So, whether you’re a single entrepreneur or the marketing director for a corporation we’ll help you lay the groundwork for your strategy, including choosing the platforms that are best for you brand and help you find where your audience hangs out.

After that we’ll assist you with developing your plan and share tips and tricks for great sustainable execution. Plus, once you’re implementing your plan like a pro we’ll give you the tools to track your success.

Then to wrap everything up, you’ll also learn how to report your results. This way you can share your success with the rest of your team.

So, stay tuned and we can make 2013 a stellar year for online marketing.

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