How To Optimize B2B Website Landing Pages To Capture More Leads. |
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| Posted: 1/7/2012 By: By: DIR Incorporated - Marketo Alliance Filed under Lead Generation |
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The typical retail business simply need to focus on getting the mass to visit its website and buy sometime. However, business to business ( B2B ) sales operate differently. Therefore, B2B websites do not only need to focus on getting prospect to click unto their website, they are also challenged in converting clicks into leads.
With this though in mind, optimizing the website landing page is critical for B2B companies to compete online. From the prospect’s perspective, clicking on your link is easy and doesn’t cost (them) anything. In contrast, converting and becoming a lead requires them to invest their time and energy to understand your offer and fill out your form — not to mention risk unwanted marketing since you require they share their contact information.
According to Marketing Sherpa’s Landing Page Handbook, improving your landing pages can increase your conversions by 40% or more. DIR Incorporated partner Marketo has experienced, optimized landing pages work even better — as high as 200% improvements in conversion rates. So how do you do it? Here are ten tested and proven tips you can use to improve and optimize your landing pages.
1. First Impressions Matter
When a prospect scans your landing page, they decide in just a few seconds whether to bail or stick around. When making this decision, they consider two things: “Does this page look hard or complicated?” and (2) “Is this page relevant to my search query?”. Design, copy, font size, and form length all influence the former. To influence the latter, make sure your page (especially the headline) directly connects to the search term. This means having dozens or hundreds of landing pages — at least one per ad group and ideally one for your each of your top keywords.
2. Have an Offer
Your landing page doesn’t need to sell your product, service, or company. It just needs to sell your offer. Focus your page around a single call to action, such as a free whitepaper or demo. Avoid the temptation to include extraneous company information.
3. Remove The Navigation
This isn’t your home page, so remove your main navigation. Simpler pages almost always work better for lead generation. In eye tracking studies, the navigation draws attention away from your offer and conversion action. Worse, each link is an invitation for the visitor (which you paid for) to click away instead of converting. As Marketing Sherpa points out, it’s tempting to leave those links just in case the visitor wants to dig through your site and learn more. Drop this fantasy. Your goal is to sell your offer, and the only thing those links can do is reduce your conversions. You can always share additional information after they convert, on the thank you page or via your lead nurturing. (Note: You can make your logo link to your home page, and you can include your footer navigation since it draws the eye less than your main navigation. These links help the page appear to visitors and to Google as part of a larger site.)
4. Use Graphics Wisely
Graphics are the #1 thing that draws the eye. Use them carefully since the wrong graphic can distract from the offer and conversion. Include a hero shot, e.g. a mock up of the white paper cover with the title blown up to be readable. Two other tips: Let people click the graphics to get more info (visitors often click on graphics) and be sure to have a caption (besides the headline, captions are the most read copy on the page).
5. Make Your Content Scan-able
People don’t read landing pages, they scan them. Write in bullets, if you can. Be sure your copy sells your offer when someone scans just the first three words of each bullet or paragraph. Bold key words. Consider using interactive elements, such as an audio clip or short video / demo, on your landing page. This can engage buyers who want more info without making the page look overwhelming.
6. Only Ask What You Really Need
If you met someone interesting at a bar, you wouldn’t ask for a ton of information like their annual income —you’d simply get his or her contact information so you could build the relationship over time. The same is true for landing pages. Every field you ask reduces your conversion rate, so collect as little information as you really need to route the lead and stay in touch. You can always collect more during your nurturing process.
7. Capture Implicit Information
Use hidden fields to capture additional information about your leads, such as the keyword used, the search engine they came from, and the ad they clicked. You can also use “click paths” to capture implicit information. For example, if you want to know the prospect’s industry, add some navigation on the left that lists your top industries. This is different than your site navigation. Prospects are likely to click on the link for their industry, so take them to an even more targeted landing page —and capture their industry as a hidden field.
8. Have Reasons to Give Valid Info
After conversion, don’t just hand the offer to the prospect – email it to them. This is a great trick to ensure that you get a valid email address. Also, be sure to place a link to your privacy statement near to where you ask for their info.
9. Say Thank You
After a customer converts, take them to a thank you page. This is important to track the conversion. Plus, it’s a great opportunity to deepen the relationship by making another offer, promoting your blog, asking for feedback, or running a poll. Up to 40% of prospects say they are willing to share additional information after they convert.
10. Test… But Don’t Over Test
Testing lets visitors vote with their actions, removing any debate about what works and what doesn’t. The most valuable things to test are the headline, graphic captions, the submit button, form length, and graphical elements. However, be careful not to over-test. A good rule of thumb is to take the number of conversions you get per day and divide it by 10. Then take your testing period in weeks and divide that by 2. Multiply the two results together to get the number of versions you can confidently test in your testing period.
Landing Pages Don’t Need To Be Hard
Given the dramatic ROI of having multiple targeted landing pages, why do three out of four B2B companies still send clicks to the home page? The main reason is a lack of resources —and getting time from web developers is the most difficult resource to get. As a solution, companies can leverage the services of DIR Incorporated how can generated them for your business at a highly-competitive rate.
Want More? Fill-out the form below, and receive:
3 Call-To-Action Strategies To Increase Sales
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Study Shows Social Media Marketing Spend Closely Tied To Lead Generation Results |
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| Posted: 11/19/2011 By: DIR Incorporated Filed under Lead Generation |
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We are often asked about the "Return-On-Investment" (ROI) on social media marketing, and while many factor ranging from industry, target audience, and internet marketing company providing services can greatly effect any campaign it seems as if a recent study confirms my response of "typically you get out -- what you put me". The online study conducted by Pardot's Marketing Automation October showed that 63 respondents, 52.5% indicted they spend up to 10% of their marketing budgets on social media. Meanwhile, 40.7% said as much as 10% of their marketing budgets on social media. Meanwhile, 40.7% said as much as 10% of their leads come from social as well.
Now, I know what you are think, "how do you generate social media leads". That's a great question. One we will share next time we posted to this section of the Marketing Rule breaker blog.
If you are interested in a FREE social media marketing assessment feel free to contact DIR Incorporated. |
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"Liking" Social Media Means Establishing A Good Reputation |
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| Posted: 11/19/2011 By: DIR Incorporated Filed under General Marketing Topics |
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Social media helps you spread the word about your business, build a community with people who share your passion, and give your customers a way to connet with you - which can pay off in customer loyalty and repeat sales. Best of all, you can do it for free.
Setting up a Facebook page, tweeting about your store, and blogging to your base let you promote your business at no cost. Even the time investment can be minimal -- and well worth it in the long run.
If you want a to develop a high-level social media strategy for your business hire a firm like DIR Incorporated to help you. |
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Growth Of Tablet Users Can Effect Paid Search Strategy |
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| Posted: 11/14/2011 By: Filed under Online Marketing |
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Typically, internet marketer will suggest that while a pay-per-click campaign can produce instant growth, a solid search engine optimization strategy is require to sustain traffic and conversion rates. However, a recent study by Marin Software might change things a bit as it reported that IPad and other tablet users display a tendency to click on paid search results at a higher rate than desktop and mobile users.
In it's company's "Paid Search Quarterly Benchmarkeing Report" Marin reports, the click-through rate on tablets is 37% higher than the rates on desktop computers. In addition, the average cost per search advertisiment was 29% lower than desktops, the study found.
Perhaps the newness of Tablet has cause users to select the first thing they see, while on desktops they have become accustom to ignoring the ads. I imagine only time will tell, in the mean time Marin's report which was based on 1,000 advertisers and agencies that spend over $1 million annually on paid search, social and display advertising should be taken seriously.
For more information about online search advertising, please feel free to contact us via Facebook, or call /text DIR Incorporated at: (574) 329-9022. |
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QC Codes, Text-2-Win - Are Just Tactically Parts of Mobile Marketing |
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| Posted: 11/14/2011 By: Adam Fleming Filed under Lead Generation |
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Text "FREE" to 555555 and get donut from XYZ Donut Shop, scan the QR code on ABC Realtors house sign and see pictures of the inside of the house. These are all great was to employ mobile marketing tactics, but, the growth numbers of mobile marketing indicate you need to be doing more to build conversation, engagement, and referral. Let us look at mobile advertising for reference.
Mobile advertising expenditures within the United States alone is estimated to grow 47% this year, reaching 1.8 billion in 2012 and $4.4 billion by 2015, according to a new report from eMarketer. According to the company's Mobile Advertising and Marketing: Moving to the Mainstream" study, both search and display are leading the mobile charge.
Mobile search is expected to grow by an estimated 57% annually throuugh 2015, hitting 1.8 billion easily. Meanwhile banner and rich media will increase by 51% each year to 1.6 billion. Mobile video advertising is growing the fastest from a low base, at 69% annually to an estimated $396 million by 2015.
For the small business it is important to realize that doing the little things like having a mobile friendly website, minimizing left to right scrolling, and using tactic to push muti-channel engagement is going to be the key to their advertising success.
Now imagine ABC Realtor used QR codes to push the prospective buyer to a mobile-friendly blog site that required the prospect to enter their first name and email address to view a video inside the house and read about the history of the property. Now, the prospect can become part of the drip marketing process.
And, what if XYZ Donut, sent a text coupon back to its customer saying get two free donuts when you tell a friend on Facebook about this offer. And then, engaged them in conversation once they "liked" the page to earn points toward "free prizes" every time a friend buys something based on their recommendation.
Feel you'd like to discuss a Mobile Marketing idea, or want a FREE assessment of your current mobile marketing campaign(s). Contact us on Facebook or send a text to us at: (574)329-9022 |
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The Value of Facebook: More Than Just Likes |
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| Posted: 11/13/2011 By: Rob Rohena Filed under Social Media Marketing |
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If you've ever had a conversation with me about Facebook marketing, you've probably heard me say that it is better to have 100 real fans, than 10,000 "like". I've also argued that having a page simply for the sake of having a Facebook page is pointless. However, a recent study by Polaris Marketing Research Inc., Atlanta has unended my belief to a degree in the value of simply having a Facebook page.
Apparently, 25 percent of online Americans agree strongly with the statement, "If a company has a Facebook page, it means they are interested in what customers have to say". Furthermore, the study revealed that when asked how much online users agree what the statement, "If a company has a Facebook page, I tend to think more highly of their products/service," 9 percent of online Americans agree somewhat.
Mostly amazing about this study is that even when spread cross various demographics the results varied minutely. Only males over the age of 50 disagreed with the statement "If a company has a Facebook page, it means they are more interested in what customers have to say."
For a Free 15-minute consultation regarding your Facebook page visit: DIR Incorporated. Should you have a question, comments, or simply a topic you'd like discussed feel free to ask. |
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Facebook Advertising Grows In Effectiveness |
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| Posted: 11/9/2011 By: DIR Incorporated Filed under Targeted Ads |
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Recent changes to Facebook profiles, page insights, and ad geo-targeting has greatly improved it effectiveness for businesses and non-profits. Advertising on Facebook has seen an 18.5% improvement in click-through rates in the third quater compared with the previous three months, according to a study by TBG Digital. According to the company's "Global Facebook Advertising Report", the average rise in Facebook ad click-throughs was witnessed across the United States, Canada, France, Germany and the United Kingdom., and resulted in augmented impressions by a rate of 7.1% between second and third quarters of this year. Meanwhile the average cost-per-click on Facebook ads has dropped 10.8% from one quarter to the next.
This report was based on an analysis of 255 billions ads from 216 advertisers in 192 countries. These numbers suggest a small number of advertisers have really begun to taps this powerful marketing resource.
If you'd like to learn more about Facebook Advertising, or have a campaign idea you'd like to see implemented on Facebook, please feel free to contact us via Facebook, or call / talk at: (574) 329-9022. |
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2 of 13 Easy Steps Toward New Customer Growth |
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| Posted: 10/31/2010 By: Rob Rohena Filed under Traditional Marketing |
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2 of 13 Easy Steps Toward New Customer Growth
(as first appeared on 10/25/2010 on Marketing Rule Breaker Blogspot)
Step #2: Phone Calls Round One
Okay so you followed Step #1 your Facebook page is inviting, and your online press release is out there. Now what... the answer might surprise you.
Focus 100% of your effort on existing customers for one solid month. Update your database, share news with them, call just to say "hello", do what whatever you can do, but, do NOT try to get a new customer.
After one month has past you will be hungrier, and your current clients will like you more. Now it is time to lean on a great tool called "the telephone".
While the internet is great it should NOT be your only marketing tool. Multi-channel marketing will allow you to reach your prospective customers faster, and it will help you funnel through the window shoppers versus those ready to build a long-term relationship.
You can now call your prospects to listen for their needs. At some point they will ask about what you do... it is then that you can respond with: "we [ fill-in the blank ]. In fact, if you go online and look for our company I am sure you'll find more information about us."
Remember the online PR from step #1 and that clean Facebook page? Well, because you waited 30 days the spiders and bots have had enough time to crawl them. The prospect should easily find these items. You should also suggest to the prospect that they call some of your current clients [who after a solid month of being catered to will have very nice things to say.]
Tools Needed:
Phone (recommended Redlink Mobile [runs on Pageplus Verizon Network] has an Unlimited plan for $45 taxes and fees included.) .
In step #3 I will introduce a direct marketing approach designed to maximize your impact.
As always, thanks for reading Marketing Rule Breaker. Feel free to share this with a friend and/or leave a comment. | |
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1 of 13 Easy Steps Toward New Customer Growth In A Web 2.0 World |
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| Posted: 10/16/2010 By: Rob Rohena Filed under Public Relations |
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A few weeks ago I spoke about the importance of focusing on existing customer over chasing prospects.
This comment has generated a lot of feedback both positive and negative. The most relative comment came from one of our own clients via email. They stated that there are certain industries that cannot always sell an improved version of a product to an existing customer, because, the older version product might have come with a 10 year guarantee. Therefore, those businesses rely on finding new customers.
This can indeed be a problem, in response to this comment I am going to share 13 easy steps toward new customer growth using web 2.0 tools.
Step #1: Mass Exposure
A new customer typically has a problem and is in search of information and a solution on a search engine. This is where most internet marketer will tell you that your website needs to be optimized on a search engine.
However, I quasi-agree and disagree. Certainly if I am looking for a particular product finding your website selling this product is great, however, if I am looking for a service or not 100% certain as to what product I desire than I probably do not want to buy from the first person that tries to sell me something.
Instead, I want to be educated. Therefore, I want to find 3rd-party news, whitepapers, and case studies that answer my questions. The key is to make certain that this information and/or solution points back to your business. This process is known as "Search Engine Visibility".
Now, let's make it happen...
Tools Needed:
- Online PR tool (recommended PRNews and/or PRLog)
You either want to share successes via an online PR tool, or you want a local news correspondent to share a story about your business within the community. Make certain that at a minimum the story has an email address where people can contact you with questions.
Whitepapers and case studies should always have your logo, contact information, website, and at least your Facebook and Twitter handles. These document should be stored as Google Docs and at least one other document sharing program that offers free embedding codes. Grab the embed code from Google Docs and place the document on your site on the page where the solution is offered. Grab the embed code from your second source and place it on a page within your site called "Resources". Be certain to share these documents on Facebook and Twitter at minimum.
If Facebook is going to be a part of your online marketing, ( and I don't know why it wouldn't be ), you want to make certain your Facebook page is customized. There are a ton of products and programs that can do this for you, but, I recommend you contact DIR Incorporated and tell them you read this blog, and they are likely to customize your Facebook page for FREE forever ...that's right no monthly payments.
The purpose of branding your Facebook page is that you can customize your message, make an unique offer, and instruct people to "Like" your page. Here's a sample of what a custom branded Facebook page looks like : Example - FlocisAll of these things mentioned thus far will allow prospective customers to know of you. And, that is a BIG first step. Doing it this way costs you zero to very little, whereas, commercials and ads can cost you your business.
Well, that's step 1 of 13. Stay tuned for 2 - 13 in the coming days... In fact, here's a sneak peak at Step #2:
Phone Calls Round #1
While the internet is great it should NOT be your only marketing tool. Multi-channel marketing will allow you to reach your prospective customers faster, and it will help you funnel through the window shoppers versus those ready to built a long-term relationship. | |
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UFO Spotted?!? Post To Blog Via Mobile. |
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| Posted: 10/5/2010 By: Rob Rohena Filed under General Marketing Topics |
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Post from anywhere!
When you send texts to BLOGGR (256447) or photos to go@blogger.com from your mobile device they're automatically posted to your new blog.
How it works
SMS
First send an SMS with the word 'REGISTER' to BLOGGR (256447).
We'll reply with the address of your new mobile blog, plus a claim code.
Post to your new mobile blog, or use the claim code to link your phone to a different blog.
To opt out of receiving SMS messages to your phone, text STOP to BLOGGR (256447)
To get help from your mobile device, text HELP to BLOGGR (256447)
To unlink your device from Blogger, text UNREGISTER to BLOGGR (256447).
Sending text messages to BLOGGR (256447) is currently available for US phone numbers only.
or use MMS
First send an MMS or email with the word 'REGISTER' to go@blogger.com.
We'll reply with the address of your new mobile blog, plus a claim code.
Post to your new mobile blog, or use the claim code to link your phone to a different blog.
To unlink your device from Blogger, send an MMS or email with word 'UNREGISTER' to go@blogger.com.
Need more insight? Visit: http://www.blogger.com/mobile-start.g
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A marketing secret. |
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| Posted: 9/21/2009 By: Rob Rohena Filed under Traditional Marketing |
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My years at DIR Incorporated have taught me a marketing secret. Often, it is the thing that makes a business unique that makes it a perfect fit for serving a very tight niche market. It can be as simple as a different packaging type or style, or an established reputation for a special process.
The problem with many small businesses is that one staffing agency looks like another, and one plumber looks like the next plumber. So what happens is that when a prospective client is looking for their services the client picks up the phone and ask two words "how much?". The basis of the prospective client's decision is all about price.
Now, imagine you can find something about our business that really makes you stand out as the obvious choice in your industry or in your market, and then envision yourself sharing this difference with the world. Without a doubt your "brand" will very quickly rise to the top of your market, and you will no longer need to compete on price.
Take for example clothing outlet "Lane Bryant". They cater to plus size women. In doing so, they have carved a multi-million dollar niche for themselves.
So where do you begin?
Start by interviewing a handful of your clients and ask them specifically why they buy from you, how they found out about you, what makes them stay with you, and why they refer business to you. Do not forget to thank them for the insight.
Very often, you will find that there are little touches you provide that really are a big deal to your market or your specific clients. Those can be the things you want to tap into to communicate how you're different.
Another great place to look is your competitors. What do they claim to do that is special? What are they NOT claiming to offer? Where is your industry underserved? If you recognize nobody is doing something, promising something, putting themselves out as an expert in a particular area, then maybe that can be your point of difference, and expertise.
Once you've conducted your interviews, create a powerful, short phrase that lets people know how you're different and unique. Then when someone asks you what you do for a living, try to answer the question with this marketing phrase, your core message. For example, instead of saying "I'm a plumber," which is essentially just a title, you could say "I teach homeowners how to prevent clogged pipes." It almost forces the person to ask how you do that.
Capture a phrase that really gets at the heart of what your market is missing, or a frustration, or something you do that is exceptional in eight or ten words. That can become not only the way to differentiate your business; it can become the real seed of all of your marketing messages. Everything will grow from that one defining statement.
Next steps
Using a software program like Marketing Plan Pro  you can create a functional task list. When you start using the software you will find a section where you will describe how your business is different from your competitors and what you offer that makes you unique.
Your Core Strategy
Now, that you've figured out your difference, you're ready to craft your core message, the answer you will use the next time somebody asks what you do for a living. (NOTE: Included in this section is a link to a "Customer Survey Form" in PDF format that you can print and use when you interview your clients.)This task is part of the plan outlines in the software. | |
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Welcome to Marketing Rule Breaker |
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| Posted: 9/14/2009 By: DIR Incorporated Filed under Social Media Marketing |
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Thank you for taking the time to read Marketing Rule Breaker, the Official Blog of DIR Incorporated. We hope to provide you, the small business owner with a marketing insights and guidance for improving your business.
The topics we will cover are:
- Interactive Marketing
- Public Relations
- Social Media Marketing
- Lead Management
- Web Analytics
Should you ever have a topic for discussion, want to share and idea, or need help with your business ... PLEASE, don't hesistate to call us (574) 329-9022 or email us at: MRB (at) DIRIncorporated (dot) com. Thanks again and enjoy!
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