Tag Archive for landing page

Lead Generation: 10 Tips For Getting More Subscribers

10 Tips For Getting More Subscribers

More subscribers are almost as good as money in the bank, so here you go…

1. Include a call-to-action at the end of your blog posts.

Let your visitors know that if they like your blog posts, they’ll love your newsletter content.

That’s because you save some of your best niche tips, tricks and secrets for subscribers.

To get more subscribers, include a link to your landing page at the bottom of your posts, along with a reason to click on that link.

Example: Discover 101 more weight loss tricks for free—click here!

2. Encourage a viral effect.

You can get more subscribers simply by including a note at the bottom of every newsletter where you encourage your existing subscribers to forward your email to their friends, family and colleagues who could benefit from the information.

Example: “Do you know someone else who could benefit from these dog training secrets? Please forward this e-mail to them—they’ll thank you for it!”

3. Use your forum signature file to get new subscribers.

If you’re visiting busy niche forums, include an ad and a call-to-action in your forum signature.

Example: “Free report reveals the health secrets your doctor doesn’t want you to know! Click here to claim your copy now…”

4. Point your social followers to a free report.

Make full use of social media sites—Twitter, Facebook, Google+, LinkedIn, Pinterest—to grow your list.

Simply point your fans and followers towards your squeeze page to pick up a free report. Include this link on your profile page as well as in some of your posts.

5. Embed your links in your products.

Include links in your free reports too and encourage your readers to share what they have read with their friends.

6. Drive traffic to your landing page using videos.

You can create YouTube.com videos for the sole purpose of driving traffic to your newsletter sign-up page.

To get the best results, include a call-to-action at the end of your video where you promise viewers they can get the second part of the video—for free—when they join your list.

7. Tap into Hubpages to get new subscribers.

Create Hubpages.com pages around niche topics with the purpose of driving visitors and point as many links as possible to your landing page.

8. Co-promote with others in your niche.

Here you can swap endorsements with your partners. You can post your endorsements on your respective blogs as well as in your newsletters. I’ve also very successfully done ad swaps where I swap ads with other marketers.

9. Unleash the power of content marketing.

First create a multi-part article series around a niche topic.

Then upload Part 1 to the article directories (such as: EzineArticles.com, GoArticles.com and IdeaMarketers.com) and upload the rest of the series to your autoresponder.

Use your article byline to encourage people to get the rest of the series (starting with Part 2) by clicking through to your squeeze page.

10. Form a newsletter co-op.

Do a co-registration deal with one or more people in your niche, that is, when a prospect joins your partners newsletter, they also get the option of joining your newsletter at the same time (simply by checking a checkbox).

Summary…

You can use each of these 10 lead generation methods to get dozens, hundreds or even thousands of new subscribers. Test them out, track performance and do it over and over again. Just imagine how big your list will be once you apply all these methods.

Discover 4 Elements To A/B Testing To Optimise Your Landing Page

Discover 4 Elements To A/B Testing To Optimise Your Landing Page

As marketers, sometimes you run into situations where you’ve come up with what you think is a perfect professional landing page design. Everything checks out and you’re raring to publish.

But how do you know whether the page resonates with your target audience and you aren’t suffering from a bad case of “creator’s bias”?

Or do you have a landing page which you think can be improved, but you aren’t sure where and you need to run some experiments to test your ideas?

The solution: A/B testing, otherwise known as split-testing.

A/B testing about is running a simultaneous testing experiment between two or more pages to see which page performs better. It avoids the risk of wasting your time and marketing budget fumbling around which landing page elements make a difference and which don’t.

By creating two different versions of your page, you can discover which page design works better, test ideas and hypotheses you may have and support these ideas with data, ensuring every change produces positive results for your website.

Running A/B testing can help you learn how to drive more traffic and sales leads to your website more effectively. Small changes can make the biggest differences.

Effective A/B testing of landing pages can generate up to 30–40% more sales leads for B2B sites and 20–25% more leads for e-commerce sites.

Which elements should you test on your professional landing page? How do you recognise the elements you should spend more time testing and optimising? Here are four suggestions on where to conduct A/B testing on your professional landing page.

1. Offers

A/B-test different offers, formats and offer topics and how they compare in driving business results.

What types of offers convert the most visitors into sales leads?

Which offers help you push leads down the sales funnel?

E-books can perform better than webinars in converting visitors to leads whereas webinars are more effective than e-books in converting leads to customers. Offers like consultations and demos are more effective in closing customers.

2. Copy

A/B-test different messaging formats, copywriting styles and fonts.

Which headline formats and styles work more effectively to promote your offer?

How can your offer’s benefits and value be positioned in your copywriting?

What types of social proof can you include to make your offer more attractive? Which format of social proof is most effective?

3. Form fields

How much information should your form ask from your visitors?

How does your audience react to different questions on your form?

Which form fields are most effective to qualify and nurture your leads?

Does your content perform better when gated behind a form or not?

4. Whole page

While tweaking individual elements, you must also consider the layout of the landing page as a whole.

A/B testing gives you time and means to experiment with your landing page designs without significantly affecting your company’s bottom line. Optimise your landing pages now to improve the quality and quantity of leads you collect from them.

Is The Best Place To Put A Call-To-Action Really Above The Fold?

Numerous authorities and experts in blogging commonly recommend placing call-to-action buttons “above the fold” for best results. Originating from the newspaper industry, businesses used this principle in their website design for two major reasons:

1. Slower Internet speeds and computer processing power
2. User awareness of scrolling behaviour on web pages

These factors required businesses to be selective of the content they placed on their web pages to maximise the audience they would receive.

What is the “Fold”?

“The fold” is the space where your web page is viewable to your user without having to scroll down. Heatmap studies indicate visitors spent 80% of their time focusing on the content above the fold. Although website visitors do scroll down the page, viewing time of the page decreased sharply when they went below the fold.

According to best practices, keeping vital information above the fold ensures users see your call-to-action button and quickly understand your page. Anything “below the fold” will only be viewed by 50% of people who visit your page.

Image: Landing page setup according to best practices | Source: The Landing Page Course

These analyses suggest keeping your CTAs “above the fold” would do best.

CTAs Below The Fold

But what if I told you CTAs below the fold can work just as well as those above the fold, if not better?

Marketers have also created successful CTAs that depart from the “above the fold” best practices. In the same heatmap study, people can be motivated to continue reading down a page if:

1. The layout encourages scanning
2. The initially viewable information makes them believe it will be worth their time to scroll.

The AIDA model; or attention, interest, desire and action are four factors your website visitors consider when making a decision to take action as they interact with your professional landing page.

  • Attention: Capturing attention of your visitor with a relevant and punchy headline
  • Interest: Generate interest with smart copy or a well-placed video or visuals
  • Desire: Create desire by using features and benefits to appeal to your visitor”s needs
  • Action: A strong CTA to complete the marketing story the other 3 elements were setting up. To convince your visitor your solution is the best suited to meet their needs

The AIDA format allows your professional landing page to tell a story aided by crisp design, smart copy and clearly indicated navigation to guide visitors to continue reading.

Image: Landing page setup according to AIDA formatting | Source: The Landing Page Course

Benefits of below the fold CTAs

High-speed Internet, touchscreen devices and increased computer processing power have made scrolling become second nature. Therefore, do CTAs really need to be above the page fold?

CTAs below the fold allow you more room to explain complex products offers. Sufficiently addressing visitor”s queries and doubts in your landing page ensures they are excited and ready to click the CTA button when they reach the bottom of the page.

If visitors don’t understand your product or have doubts, they’re not likely keen to buy your product.

Positioning the CTA lower on the page can work better to give prospects time and space to digest the information needed to make an informed decision.

In an A/B testing of two Boston Globe sign up pages; with the control CTA above the fold and the alternative CTA below the fold, testers found no significant differences between the two treatments.

In another example by Content Verve, moving the CTA below the fold increased conversions by 304% (Control) than a CTA above the fold (Treatment A). These results have been replicated by Certified Knowledge.

Source: Instapage

So why is “above the fold” still considered best practice in landing page design?  Below the fold CTAs can perform just as well as CTAs above the fold, if not better.

Ideal CTA Placement Depends on Your Offer Complexity

The below graph by KISSmetrics illustrate the correlation between the complexity of your offer and the best place on your professional landing page to put your CTA.

Source: KISSmetrics

Placing the CTA above the fold works best if the product offer is simple and the prospect does not have to do a lot of thinking to make an informed decision.

Alternatively, CTAs below the fold work better if the product offer is complex. Prospects may have more questions that need to be either explained in your landing page copy or thought over before making an informed decision.

Rushing to convince your prospects can be counterproductive. Asking for a commitment before establishing the value of the offer to your prospect will kill your conversion rates. Ultimately, your conversion rates are influenced by how motivated your prospects are to click your CTA.

Page scrolling is now second nature to consumers but they are also becoming more discerning. Marketers should consider if their CTAs are positioned where they are sufficiently compelling such that prospects are motivated to take action, rather than worrying about placing CTAs above or below the page fold. Thorough A/B testing of your landing page will help to find out what is best for your offer promotion.

This Company Changed One Thing And Got A 620% Increase In Conversion Rates

Let’s have a look at a typical landing page form.

Image Source: Unbounce

Everything looks good. You’ve filled in your personal information and are ready to go…

Until your eyes reach the bottom.

“Submit,” the bright orange button coldly says.

“Hang on, what am I submitting to? It doesn’t say anything and I’m too lazy to dig around for more information.”

Your visitor hesitates and leaves your page, losing you a potential hot lead.

“Submit” implies you didn’t bother to change the default text on your form template.

“Submit” is bland, even intimidating.

Does your business want to be seen as bland or intimidating?

When it comes to professional landing pages, the smallest details can make a huge difference. According to HubSpot Singapore’s analysis of over 40,000 HubSpot customer professional landing pages, call-to-action buttons labelled “submit” performed 3% worse than buttons without a “submit” label.

Image source: HubSpot Singapore

If submit is so bad, what are better words to use?

A subsequent context-less word preference test done with 400 people by HubSpot Singapore revealed people preferred words suggesting less investment of time and effort. “Click Here” and “Go” were the most favoured, whereas words like “Download” and “Register” fared the worst.

Image source: HubSpot Singapore

These words still sound a little generic, don’t they?

Personalisation of your call-to-action to your offer is the best approach.

People generally fear the unknown and want to know why they are being asked to do something. Visitors want to know what they will get in return for giving you their personal information.

So how can your call-to-action button aid this process of converting visitors into sales leads instead of distracting?

Ensure your call-to-actions are clear and answer these 2 concerns: ‘what’ and ‘why’. Clearly communicate the benefits your lead is getting in return when they click on your call-to-action.

On our website, our call-to-action button copy clearly states the benefit you will receive when you click on the button (a free e-book).

In another example, PriceCharting.com observed an astounding 620.9% increase in click-through rates when they changed their call-to-action button copy from a generic ‘Download’ to a clearer and more relevant ‘Price Guide’ (read more of the PriceCharting.com case study here).

Ensure every element of your professional landing page to help communicate how the user benefits from your offer, including your call-to-action. Small tweaks can result in the biggest improvements in conversion rates.

Have You Applied These 6 Landing Page Optimization Tips?

Have You Applied These 6 Landing Page Optimization Tips?

A good landing page conversion rate is 3.5%. The exceptional record conversion rate is at least 11.45% (source: Wordstream). Look no further than this post for 7 optimization tips to make your own professional landing pages better.

1. Optimize Your Headline

Search engines want to do refer as many users as possible to websites and content that are most relevant to what they are looking for. The headline can be said to be the most important page element because they are what compel visitors to click, read, share or subscribe.

Therefore, when crafting your headline, keep in mind these best practices:

a. Keep it short: The headline must be succinct, to the point and “packs a punch” in a way that it is impressive to visitors who instantly know your offer is THE one they are looking for.

b. Keep it keyword-centric: Include choice keywords within different headings tags (like h4 and h1) and bold or italicize your headline. It helps with SEO.

c. Split-test your headline: Spend considerable time writing your headlines and split-testing to improve them. A compelling headline grabs the reader’s attention in 7-10 words.

2. Optimize Your Copy

In the same way that you optimize your headline, your copy (main body content) should also be concise and compelling enough to arouse curiosity. The more relevant the copy is written to target a particular buyer persona, the more intrigued the targeted visitors will be, leading to more visitors-to-leads conversions.

Use short sentences and create white space with smaller paragraphs and bullet points. Bullet points are a great way to hone in on key aspects of your offer and make the information easier for users to digest.

3. Complementary Image Or Video

Professional landing pages that include a relevant image give visitors a tangible idea of what they will receive and make landing pages much more visually appealing. The right kind of images and videos go a long way in establishing trust with the prospect.

When you provide a video, you can try short and long versions to see which is more effective or preferable, but it really depends on how much crucial detail needs to be conveyed. The video should not be longer than 1 minute.

The good thing about videos is you can also upload them to YouTube, link them to your landing pages and optimize the video page with keyword-laden description. It is suggested that video is 52 times more likely to show up on page one of Google search result than a text article if the keyword competition is not so keen.

4. Include Social Sharing Buttons/Links

Social sharing buttons are a common feature on professional landing pages now. These links enable visitors to easily share your landing pages with their connections on social networks like Facebook, Google+, LinkedIn and Twitter, extending the reach of your landing page beyond your own network of contacts, fans, and followers.

5. Attractive Opt-In Forms

Keep your subscription forms short and sweet. The less information asked in a form, the higher the chances of prospects filling it. Try to keep fields at a minimum by only asking information that is relevant and important to your business.

Keep in mind that people are more resistant to give up their information these days, especially because of the increase in spam. Add a privacy message (or link to your privacy policy) that indicates their personal information will not be shared or sold.

Concerning the call-to-action (CTA) button, words like “Submit” will make visitors feel stressed and not want to submit anything. Instead, try “Download Whitepaper”, “Get Your Free Ebook” or “Join Our Newsletter”.

6. Continuous A/B Testing

The best way to improve landing page performance is to keep testing new page element designs and ideas with A/B testing and keep optimizing your landing pages. To discover the best way to test your website, you can read the following article “Discover 7 A/B Testing Tips For A Successful Inbound Marketing Website“. It provides lots of effective ways to conduct an A/B testing by checking the CTA buttons, headlines, hyperlinks, etc.

How To Use Infographics To Generate More Sales Leads

How To Use Infographics To Generate More Sales Leads

Infographics illustrate graphical representations of data and information that can be shared frequently on social media, and have the potential to go more viral than a simple text-only blog post with the same information. By setting up an effective marketing channel and making these graphics easy to share as they point back to this channel, you can increase traffic and generate more sales leads.

Creating an infographic is not complicated if you keep the process simple. Besides having a web designer to create one for you, you can also customize your own simple infographic in PowerPoint by using free templates. There are many free templates online that you can download to create attractive infographics too.

Here are 3 steps to getting your infographics seen online by more people.

1. Choose an offer and present it with an infographic

Take one of your existing offers and think of how you can tease the offer, using:

  • Random bits of trivia
  • Statistics of any sort
  • Interesting bits of information

2. Create a blog post to show off your infographic

A blog post is a great way to show off your infographic. There is no need to write much. It is sufficient to write up a small paragraph as an introduction or explanation above your infographic. Keep in mind to give your blog post an enticing and keyword-rich title. This is significant as people will be able to find your infographic through search engines using your target keywords.

Furthermore, when your post has social sharing buttons, people can share your post on social media. With certain blogging platforms like HubSpot Singapore, social sharing buttons are added to each of your blog posts by default. However, if your blogging platform does not include social sharing buttons, AddThis is a great alternative. Simply sign up for an account, configure your social sharing settings, and add a bit of code to your blog.

3. Add a call-to-action to your blog post leading to your offer

If you already have a professional landing page created for your offer, you should create a call-to-action for this blog post you have created for your infographic. This call-to-action should be hyperlinked to your landing page.

How To Get More Sales Leads By Solving Landing Page Problems in Asia?

How to Get More Leads by Solving Landing Page Problems

Landing pages have one simple purpose: to generate sales leads. Many companies in Singapore and Asia, for lack of digital marketing expertise, do not know how to utilize landing pages, and as such, miss out on online lead generation opportunities. Yet, for a significant percentage of companies that do, their landing pages are poorly designed and have poor lead conversion rates. Today, you will discover the prevalent challenges that cause a lack of sales leads in Singapore and Asia and the solutions to solving the most common professional landing page problems.

Problem #1: No traffic

Once you’ve created and put up your professional landing page, the next step is get raw traffic. If you’re not getting any traffic flow in the first place, there is no way you can increase your number of sales leads. Here are a few things you can try in order to generate more traffic:

– Create more content

Statistics state that blogging 3 times a week increases traffic by up to 55% as compared to blogging once a week. Logically, when there’s more content on your website for people to read, readers are likely to stick around longer on your website and would be curious to learn more about your expertise. Having more content also means more opportunities to be found on social media platforms and in search results. For tips on creating content, check out our blog post “4 Easy Ways To Churn Out Blog Content Consistently“.

– Search engine optimization

Make sure to use the same language that your target audience is using in order for your website to get found. By using similar terms, your website will rank higher in search results, which will bring you more traffic.

– Increase your social media presence

Try getting more followers on social media platforms such as Facebook and Twitter, so that you can get new traffic referred to your website. You can do this by following other relevant accounts on social media so that they will be aware of your presence and will then check you out, which might bring you traffic eventually.

Problem #2: Low conversion rates

If you’re getting good traffic, but no conversions, you’re going to have to make a few changes to your professional landing page in order to optimize it for generating conversions. To do this, you can try changing elements such as your forms and CTAs. Form length is tricky, because with short forms it is difficult to capture enough information, yet with long forms, visitors tend to leave your page before filling up the entire form. Try A/B testing with several different form lengths to see what works best. You can also do this with different colours and sizes of your CTAs to see what gets the most clicks. Read more about A/B testing here.

Problem #3: High bounce rates

Bounce rate is the percentage of people who viewed your page, but left your website. Here are a few things you can do to make sure people are staying on your site, so that they eventually fill up your forms:

– Optimize your website for mobile devices

If your web page is not compatible with mobile devices, viewers are going to leave immediately. With more people using mobile browsers nowadays, you might be losing out on valuable traffic and conversions because of this. Optimize your page such that not only are mobile users able to view the page, but are able to navigate it better using mobile-only landing page features.

– Decrease page load time

There are many small things you can do to make your page load faster, such as changing the file size of the images you use on the professional landing page. When your page loads faster, people are less likely to leave halfway through the loading process.

Use these tips to give your landing pages a little revamp in order to get higher conversion rates!

6 Tips For A/B Testing To Increase Conversions

6 Tips for A/B Testing To Increase Conversions

A/B testing is a form of statistical hypothesis testing, which is carried out with the goal of identifying what changes you should make to your website in order to optimize it for maximum interest from its viewers. If you haven’t heard about this concept before, here are 6 things to know about.

1. The control and the variation

The control is simply your “A”, the version of call-to-action (CTA)/landing page/form format etc. that is normally being used, and the variation is the “B”, the version of changes you are trying to test.

However, one should always remember that just because it is called A/B testing doesn’t mean you can only test one variation against one control; if you’ve previously tested a blue background against a grey background with the blue background proving to generate more conversions, it does not mean that blue is your final answer. Instead, you could then go a step further and test your blue background against other colors, in order to find the most effective color for increasing conversions.

2. Testing should always be conducted simultaneously

In A/B testing, there is always the control and the variation that is being tested for its respective effectiveness. Don’t test the variation after having tested the control, or vice versa, because there are always other factors besides the testing that can affect your click-through rate. Test them at the same time.

3. If you have more than one difference, your results cannot be attributed to only one difference

For example, if you’ve decided to conduct your testing with two completely different pages, your results cannot be attributed solely to the CTA variation. Instead, you must consider that your results can be due to either the new CTA, form format, images, or background color, or a combination of all.

4. One A/B test is not enough

The process of testing should be a continuous one. Trends are always changing and people’s tastes are always changing. With that, the effectiveness of things are always changing as well. Carry out testing regularly in order to keep your website consistently at the top of its game.

5. You need to control the duration of testing

If you run your test for too short a period, your results are not going to be accurate. For example, if you conduct your test from Monday to Wednesday, you are missing out on results from people who usually browse the Internet on weekends. That being said, it’s also not advisable to run it for too long a period of time, because that means there are going to be more variables that you’re not in control of. To tackle this, make sure you’re aware (to the best of your ability) of any secondary variables that could be affecting your testing so that you’re able to account for any anomalies in your results.

6. A/B testing results are not an absolute reflection of everything

If you test a red CTA button against a green CTA button, with the red leading to more conversions, it does not mean that having red buttons and red text all over your web page is guaranteed to generate more conversions. While your test has shown that more people prefer the red to the green, there are still some who don’t. So don’t take one A/B test result and assume it is applicable to everything on your web page…it isn’t. Instead, carry out separate tests for different things, as some people may like a red CTA button but prefer a blue background on your landing page (read more about CTA A/B testing at “6 CTA Tests for Maximizing Click-through Rates“).

Discover The 5 Major Aspects Of A Successful Lead Nurturing Campaign

As the marketplace moves online, the majority of leads are not going to do business with you in the first instances. Lead nurturing becomes a key component of one-to-many marketing automation. The whole experience of the way leads interact with marketers and receive input from them becomes more process-based and systematic. Marketers can now collate a complete set of data based on the leads’ history of interaction to qualify them further down the marketing funnel.

This ‘input’ that marketers offer to leads is valuable content that educates, keeps them engaged and warms them up. A consistent and automated dissemination of content establishes a strong brand presence at the top of prospects’ minds even as leads and marketers do not meet, until the leads send a strong signal like filling in a telephone number in a form or agreeing to a product demonstration. When online lead nurturing can produce such revealing data, that’s how powerful and effective the marketing process can become.

Consider the following factors in setting up a proper lead nurturing campaign:

1) Set your goals.

funnel

In popular understanding, there are 3 parts to a marketing funnel:

a) ToFU (Top Of The Funnel or Awareness stage): The prospect is experiencing a problem and requires knowledge to better understand what he is going through and why.

b) MoFU (Middle Of The Funnel or Consideration stage): Having understood and defined the problem, the prospect is considering the various options to solving it.

c) BoFU (Bottom of The Funnel or Decision stage): The prospect has shortlisted possible solutions to his/her problem and will finalize his purchase decision.

The goals of each part of your funnel is to prepare your leads with the necessary information and usher them to the next part. They always have a choice to opt out, thereby disqualifying themselves out of the funnel, but you want to focus on the leads that remain in the funnel.

2) Define your market persona.

interview

Before the marketing process begins, you must first define the type of prospects to target. Instead of spending important advertising dollars on drawing in the wrong set of prospects, construct a market persona based on the majority of your customers and concentrated around their needs and wants. By creating a buyer persona and nailing down your clients’ needs, lifestyles and even apprehensions, you will have the capacity to think of a ready answer to address your clients’ challenges. By placing ourselves in the shoes of our prospects, we can better pre-empt their purchasing decision. It’s so much more effective to zero in on the right leads this way because it is very difficult to measure the degree of favorable response to mass marketing.

To give you a hint, you can start by asking current customers or prospects the following questions:

Role:

  • What is your job role? Your job title?
  • How is your job measured?
  • What is a typical day?
  • What skills are required?
  • What knowledge and tools do you use?
  • Who do you report to? Who reports to you?

Goals:

  • What are you responsible for?
  • What does it mean to be successful in your role?

Challenges:

  • What are your biggest challenges?
  • How do you overcome these challenges?

Company:

  • What industry or industries does your company work in?
  • What is the size of your company (revenue, employees)?

Watering Holes:

  • How do you learn about new information for your job?
  • What publications or blogs do you read?
  • What associations and social networks do you belong to?

Personal Background:

  • Age
  • Family (single, married, children)
  • Education

Shopping Preferences:

  • How to you prefer to interact with vendors (email, phone, in person?)
  • Do you use the Internet to research vendors or products? If yes, how do you search for information? What types of websites do you use?

As your leads answer these questions, you will find it easy to segment them in order to present to them the most appropriate content in their context. It also demonstrates your perfect understanding of their needs and challenges at any particular point in time, thereby maximizing the impact of your marketing messages.

3) Design your content

contentdesign

As you are already aware, the content in your emails plays a major part in lead nurturing by influencing the thinking process of your readers to be in line with your goals. The mindset behind your writing is to identify a problem and the need to solve it, impart knowledge and benefits, and emphasize action and accompanying results on the readers’ part. The regularity of messages queued and released on schedule within a workflow enables you to build ongoing relationships with your prospects/clients while keeping them engaged.

Although the content may be carried within emails, the content itself can take many forms, like a whitepaper, blog post, video, webinar, infographic etc. You could start with offering general advice that reflects the depth of expertise your company has. Instead of mentioning your products or services straight away, write some tips that your readers can easily apply themselves to solve low-level problems when they are in the ToFU or BoFU stage.

Overdeliver in this aspect of content marketing to the point when you have no choice but to propose a commercial solution to a larger or high-level problem. By then, your leads should also feel comfortable and find you trustworthy as a solutions provider. Even so, there is yet another way to qualify different types of buyers according to low-ticket, mid-ticket and high-ticket purchases. It is not very often that prospects will buy big-ticket items if they can’t perceive such a value. You can “whet their appetite” for future purchase by offering a cheap product like a more exclusive e-book, a recorded video tutorial, a 2-hour solutions-based coaching session etc. And only when they are ready that you can invite them for a free demonstration or trial use to orientate them for your flagship product.

Therefore consider how your emails are designed to deliver content that guide your leads along a well-defined buyer’s journey.

4) Set a timeline for your marketing funnel

timeline

This correlates with point 3 regarding the length of time by which you can afford to overdeliver on free content to nurture your leads. Although there is no fixed rule of thumb to how long the time could be, it is said that 75% of your leads buy within 18-24 months. It also depends on the degree of sophistication of the product or service you are selling. How you come to settle down on a definite timeline depends on how much content you have come up with and how you space them out at regular intervals. Be free to experiment with the way you sequence your content delivery, but it is of utmost importance that you must trust yourself that you did all you can to win over your prospects with your selling proposition, and thereafter you must discard the leads whom you perceive as remaining disinterested.

5) Define metrics for marketing campaign performance

metrics

Testing and tracking for results remains to be an integral business practice for all forms of marketing, therefore you must define the result metrics of your lead nurturing campaign or sales cycle, such as email open and click-through rates, social media reach (retweets, Facebook likes, fan/follower growth rates, impressions, shares etc.) and lead conversion rate. Metrics are the details that tie in with the goals mentioned in point 1.

As time goes, you will begin to discern and separate the non-performing marketing strategies from the good ones, and you want to improve or filter out the non-performers and concentrate more energy on the ones that work. Results will influence your future decisions on how to tweak the offers you send, the email subject lines, calls-to-action, content, landing page design etc. As the saying goes, “the biggest room in the world is the room for improvement.”

There you have it: the 5 major aspects of a successful lead nurturing campaign. In summary, you first determine your goals and metrics and how long you expect to reach them, know who you are targeting and identify what content to disseminate. The setup process can be time-consuming, but in the spirit of Inbound Marketing*, ultimately it will be beneficial to improving your lead quality at lower cost and your bottom line.

Are you generating enough leads for your business? Not satisfied with the quality of your leads as you hoped for? If you like us to examine your lead nurturing process, call us or write to us for a free consultation so we can give you a FREE website assessment and take your business to the next level!

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

6 Features Your Landing Page Should Have

6 Features Your Landing Page Should HaveA landing page is a single web page that people are directed to after clicking on a search engine result. Its general aim is to convert visitors into leads and it is typically used in Inbound Marketing*. It is the first thing that a website visitor will see and so it needs to be direct in getting its message across, but at the same time, appealing enough that the visitor would want to explore the website.

There are several particular features that a landing page should have in order to achieve its purpose—more conversions.

1. Clarity

Using clear expressions and headlines allow visitors to understand the purpose of the landing page easily and allow them to have a clearer idea of the product that you are promoting.

2. Focus

The entire landing page should have a central theme which it does not deviate from, such as not to confuse the website visitor and allows the marketer to focus on getting a particular message across. There should also be a single Call-To-Action, which encourages the visitor to take up the offer of content in exchange of contact information (and thus becoming leads.) Make your Call-To-Action stand out by using conversion design rules such as whitespace, contrasting colors and directional cues.

3. Rewarding

Nobody gives away their personal details for nothing in return, that’s begging to be spammed. As mentioned above, this contact information is usually exchanged with something of value to the website visitor, such as e-books or whitepapers. It is at the landing page that this trade takes place, and thus where the contact information is acquired. This information can be stored using cookies so that repeated visitors can receive personalized tags and smart fields. Also, this serves the purpose to obtain more information about the lead by asking for other details rather than just names and email addresses.

4. Logos

Branding is important when it comes to receiving the trust of website visitors – after all they’re giving you their personal information. Your company logo reassures them that you are legitimate and not out to scam them.

5. Integrated Networks

Links to your social media platforms indicate that you are connected to other networks which the website visitor can go to if they are interested to find out more about the product. This could be, for instance, a link to your blog promoting your product.

6. Promote

Appealing features of the product along with testimonials, if any, will give the leads a better perception about the product, which in turn helps in the process of turning them into consumers.

Kudos! You now have a presentable landing page. But even having the greatest landing page in the world would mean nothing without the website traffic. Hence, marketers have several methods of pulling in traffic to their websites.

  • In Search Engine Marketing (SEM), websites pay search engines such as Google to display their landing pages on the first page of search results corresponding to particular keywords. Similarly, Search Engine Optimization (SEO) achieves the same effect.
  • Traffic is sent from a banner ad or sponsorship graphic to a landing page specifically designed to address the buyer persona.
  • Traffic is sent from a link in an email promoting the product.
  • Traffic is sent from a blog post or sidebar link (the process of inbound marketing works in a closed loop) to the landing page.
  • If the page you’re currently on is a landing page designed to attract website visitors into the links of networks.

Through these methods your landing page can effectively convert visitors to leads, which in turn can become customers.

When you’ve got your landing page all set up, you can also read How to Get More Leads By Solving Landing Page Problems.

* Inbound marketing is a form of digital marketing that involves SEO, social media, blog and landing pages to generate sales leads.

Little-known trick for boosting landing page sales

In the close of your landing page, in addition to the “click here to order” hyperlink, provide a toll-free phone number as an ordering option.

Reason: according to a Search Marketing Now Webcast, 84% of companies close leads and sales from their website via phone.

Source: BtoB Lead Generation Guide, p. 23.

A simple rule of thumb for copy length

When deciding whether you need long copy or short, whether in a landing page, e-mail, or sales letter, follow this simple rule: short copy for generating leads, longer copy for generating orders.

“As a general proposition, an ad in which you are seeking only inquiries should be short, merely leading the reader down to the free booklet and the coupon,” writes copywriter Robert Collier, “whereas an ad in which you are attempting to make the actual sale should be long enough to tell all about your offer.

“Some authorities will tell you to write only short, crisp ads, with plenty of white space—others to crowd in every word you can get. Both are wrong. There is no hard and fast rule as to how long an ad should be, except that it should be long enough to tell your story, but short enough to hold your reader’s interest.”

Source: Collier, Robert, “How to Make Money at Home in Spare Time by Mail”, p. 154.