Improving on your last Inbound Marketing Campaign
Valentine’s Day is well and truly gone along with the dead flowers in the bin. So now it is time to take stock, reflect on your inbound marketing campaign and look towards your next move.
Whatever your method, paid promoted social media posts, email campaigns or Google Adwords, have you taken time to assess your analytics? More importantly, have you established how successful your inbound marketing landing page has been?
Landing Pages are the foundation of successful inbound marketing strategies.
Whether you are trying to generate new leads or sell your products or services online, an effective landing page is crucial for improving your conversion rates.
Getting it Right
In a world where the average user’s attention span is less than eight seconds, it is imperative your landing page is optimised for instant conversion, that every piece of your landing page is well-planned out and working correctly and that your repeat visitors continuously see the information they expect to see.
If you are running specific service or product inbound marketing campaigns and not using uniquely tailored landing pages then you need to reassess your strategy. As Google advises in relation to using AdWords:
Be specific when the user wants a particular thing:
If someone clicks on an ad for a sports car, they shouldn’t wind up on a general “all car models and makes” page.
So, whether you are just starting down the road of creating your first landing page or whether you are re-assessing your current ones, the following few pointers will help to get you started.
To begin with, it is important to build a unique landing page for each individual offer you create. Landing pages are not solely for the purpose of AdWords campaigns. For example, you can have landing pages for visitors to:
- Download or opt-in to receive your offers such as coupons, ebooks, whitepapers or webinars;
- Sign up for offers further down the line such as free trials or product demo; or
- Simply contact a member of the sales team.
Optimise for Success
To optimise or build a successful landing page, look to improve the following elements:
This is the first thing people see when they land on the page. Is it clear and to the point? Will visitors to the page understand quickly exactly what the page is about?
Don’t have your website’s navigation on show. This will distract the visitor and may encourage them to click away from the page and not complete the desired action like signing up for information, downloading the offer or making that purchase.
What's on offer?
Ensure the next thing people see is your value proposition. What are the benefits of your offer? Why should they take up the offer? What value are you offering them?
At this stage if you have not already convinced them, then use the remainder of the page to drive home your point. Keep it clear and easy to understand. Use bullet points or numbering to make the text easy to read and highlight the importance of your offer:
- What will they learn from your download?
- How will it enhance their business/life?
- Why do they need your service/product?
- Will they become more knowledgeable?
Use images where possible. These are easier and quicker to process.
Most importantly, if you are looking for people to sign up, keep your form short and to the point. There is nothing worse than an epic form with endless fields.
Finally, keep your call to action (CTA) as the most obvious element on the page: