Tag Archives: landing pages

Nicola Peaty

How to create a successful landing page.

By Nicola Peaty

Landing pages have become a great tool for marketers, created for specific marketing objectives. The two main purposes for landing pages are 1. a funnel path to convert leads and 2. data collection within a lead generation campaign. Both require simple but effective pages in order to achieve the desired results. Below are some tips and examples of how to create successful landing pages:

* Eye-catching headine. As with all things online, you don’t have much time to grab visitors’ attention, so make sure your headline communicates exactly what you are offering. Whether it be a promotion for a new product line or the heading for a particular article, be bold and be clear.

GROUPON is simplicity at its best. They’ve used a striking block colour, with a bright contrasting image. The data capture shows how simple it has to be in order to collect basic details.

groupon-2

MAILCHIMP is a great example of a clear heading, catchy image and an obvious call to action.

MailChimp-Landing-Page-1024x760

 

*Keep the message clear. Visitors landing on the page should be able to quickly determine the value of your proposition. The main point is to give them compelling and succinct information which encourages them to click through or give their details. Use bullet points to list the main benefits so that it’s quick and easy for a visitor to scan and deduce why they should move closer to a consumer decision.

NETFLIX landing page shows how to communicate a lot of information is a neat and easy format. The visitor can see exactly how the process works with the short one word headings across the bottom together with brief copy with an exemplary image. The family photo, FREE TRIAL circle and simple data capture form pulls it altogether nicely, encouraging visitors to sign up.

netflix-landing
GIFTCARD is a beautifully branded and effective page. Four bullet points is all it takes to explain how it works and with an obvious, but not in your face, button to send a gift card.

gift card examples-of-great-landing-pages

 

* Funnel where you want them to go. This means avoiding too many links on one landing page, with different messages which could confuse and lose visitors. If you keep it simple then one or two effective ‘sign ups’ or ‘click heres’ should work and funnel the visitors exactly where you want them.

UK Digital Cameras landing page has quite a lot of content and yet it is still easy to understand there are two options which would funnel visitors according to their specific needs. You can either get a quote for an old camera or buy a new camera with an offer on a particular model.

UKDigitalCameras1

 

* Incentivise well. Competitions and prizes are great for landing pages. Make sure the offer is simple, clear and enticing. Know your market and create the design and impact accordingly. Using Facebook as your funnel through page can also build your social media audience.

The International Make-up Academy landing page is perfectly designed and branded for its target market with one striking image. ‘Enter’ and ‘Like’ are the two calls to action and the 500 voucher is stated clearly in the succinct copy.

FB comp-landing-pages-tima

 

* Be creative. This is your chance to hit your market with something compelling that engages them and convinces them to take the next step along their visitor journey. Knowing your audience will allow you to decide the appropriate tone and impact of your design and message.

Coca Cola created a page to attract youth apprentices. They added the bonus of a $5000 incentive for nominations. But they didn’t stop there. Possibly as this was targeted at a young market, they included a video of the ‘most outrageous way to share a coke’. I doubt many visitors resisted the urge to click and view and just have a bit of fun.

Cola landing pageimage

In summary, landing pages can be effective, without being complicated. Keep the message and design clear and simple and you will enhance the chances of achieving your required results. Know exactly what your objective is, your target market and match your proposition with creativity and purpose. Not forgetting to capture and funnel leads by simple calls to action.



How to grow your business with social media



Vaughan Gordon

Top Tips…7 Ways To Kick Start B2B Sales Teams

By Vaughan Gordon

A thought-provoking article from Marketo…Top tips to optimise your demand generation strategies:

B2B sales forces have multiple challenges to contend with in today’s digital marketplace. Lead generation now requires an understanding of new channels and changing buyer behaviour.

Because sales has changed so drastically – with the buyer driving the decision making process, teams have to tap into ever expanding opportunities to meet consumers in all stages of the sales process.

To invigorate your sales efforts, try these 7 ways to kick-start your sales team:

  1. Align with marketing – Get your sales department on the same page with marketing when defining what your company’s ideal leads look like. Better communication between departments, means less leads left sitting on the table because they were marked as ‘not a fit’. More collaboration also leads to improved revenue forecasting because sales can get a more complete picture of prospects yet to enter the sales funnel during forecasted periods.
  2. Use automation – Take advantage of the newest software that streamlines sales processes. Everything from instant notification when prospects are clicking on your landing page, to alerts when they open their targeted emails will keep your sales force ready for real time interaction with leads.
  3. Utilize Sales 2.0 – The dynamics of sales continue to evolve and within the Sales 2.0 arena, there are new and better ways to fine-tune the entire sales process from lead generation through sales conversion. Sales 2.0 shows when leads are ready for sales, allows sales to interact with potential customers via technology such as social media and makes it easier for sales to pass back leads to marketing for better lead nurturing and scoring.
  4. Optimize your website – Improve your website effectiveness through landing page software that creates pages with clear messages, content that motivates prospects to act, and contextual language that clearly relates to your ad copy. Tap the sales teams for prospect hot buttons or consistent questions so marketing can create landing pages that compel the prospect and provide more engaged leads.
  5. Track your efforts – Using software that helps tracks leads through the sales process and report back to both the sales and marketing team about average time-to-close and conversion rates. Doing so will help everyone understand the current situation and what part they play in adjusting for better results.
  6. Leverage Social Networks – Allow your sales team to use social networks throughout the day to connect with target audiences, answer questions popping up in conversations and ultimately understand the prospect better.According to a recent Forrester survey, 57% of shoppers use recommendations in the decision making process. By including satisfied customer comments on your various social network profiles and landing pages, you offer shoppers the number one tool they like to use right off the bat.
  7. Stay Educated – Ensure your sales team is subscribed to industry (or even company) blogs so that they understand the changing industry landscape. Having the information delivered directly via email or an RSS feed reduces the time it takes to search for valuable content. Encourage sales people to bookmark industry studies, case studies so when they are speaking to a very savvy prospect they can cite industry statistics. To stay ahead of the crowd, sales professionals have to stay engaged with company messaging, marketing initiatives and industry information.

Whether your sales force is spread over wide geographical areas or housed in one central location, knowing how to motivate and spread enthusiasm across the board is key. When you offer sales people new ways to be informed and efficient, you’ll find them more prepared to take their performance and your ROI to the next level.

To learn more about lead generation and how it impacts on your revenue cycle, subscribe to the Modern B2B marketing Blog RSS feed or follow Marketo on Twitter. Conversely, take a look at VG&A’s whitepapers on Demand Generation.

First posted: 10 Feb 2011 09:50 AM PST by Maria Pergolino