We've all seen one. We've clicked on a link to get a whitepaper, and then there it was: the landing page. But what made you fill out the form and give up your contact information? More importantly, what didn't stop you from filling out the form? Odds are that it was easy to do and involved quality branding. Follow these 10 tips for improving landing pages and see if you notice a difference in your conversions.
Typically, a landing page's sole purpose is to generate contacts and inquiries from site visitors interested in your offer. Effective landing pages are an essential component of successful online marketing campaigns and are probably the single biggest factor in determining if you'll convert a visitor into a lead that's willing to give you their contact information. Entice B-to-B professionals to accept your offer by following these 10 tips to create compelling landing pages that deliver a strong, clear message.
As you prepared your 2012 marketing plans, chances are you kept in mind the top reasons marketing plans fail each year: poorly defined goals, tenuous commitment from the sales team and shrinking budgets. But did you consider a critical strategy for building your company's online presence?
This myth of Apollo's chariot of the sun, like many of the time, was an attempt to explain important events in the world. While it may seem amusing, without the benefit of science or mathematics the ancient Greeks had to rely on their personal observations and experience for facts and their gut feel to fill in the blanks.
According to the recent GlobalSpec Industrial Buy Cycle Survey, 83 percent of B-to-B buyers review up to three pieces of content before making a decision on purchases under $1,000. Meanwhile, 70 percent of buyers review four or more pieces of content on purchases greater than $10,000. This content is usually educational rather than sales-oriented, however. Whatever form it takes, the one common element you want to be sure of is that prospects are getting content from you.
Different industries have their trends and fads. Marketing is no different. One thing that’s certain though is that B-to-B customers and prospects have made the internet a primary resource for searching for suppliers, products and services, making online marketing critical to your overall success. While nothing is certain in life, the following seven trends look to be good places for marketers to focus their efforts:
While social media may be getting a lot of press these days, email marketing is alive and well across a variety of industries as an effective channel for communicating with customers and prospects. However, inboxes are more crowded than ever. Many emails are deleted without being looked at while others never make it past spam filters. If direct marketers want to capture the attention of their audience, they should make sure they know these three new rules of email marketing:
Changes in the digital world of marketing keep coming fast and furious. As a marketer, it can be challenging to know which online trends are important and which are nothing but fads. One thing most marketers do know by now is that digital marketing is marketing—in other words, with your audience having fully migrated online to search for suppliers, products and services, digital marketing is one of the most effective ways to connect with your prospects and customers.
While the tough global economy has served to torpedo branding efforts at many organizations, the sometimes sticky relationship between sales teams and marketers can also torpedo a company’s lead-generation efforts. If you’ve found you still need more ammo to achieve your organization’s goals aside from the tips mentioned in part one of this article — building an online presence and focusing on premium prospects to fill you pipeline — below are some more ideas on how sales and marketing can work together to achieve revenue and client wins
Email marketing is alive and well across a variety of industries as an effective channel for communicating with customers and prospects. However, inboxes are more crowded than ever. Many emails are deleted without being looked at while others never make it past spam filters. If you want to capture the attention of their audience, you need to know these five new rules of email marketing.
A tough global economy has served to torpedo branding efforts at many organizations. Branding is often seen as “soft” by sales, something to build when the pipeline is full. Yet for many marketers, especially those whose products or services require many months of deliberation before purchase, a strong brand can actually be an asset in finding quality leads and moving them through the sales cycle. It could also help your company and product stand out from competitors.
The balance between branding and lead generation is as old as the battle between sales and marketing. The reality is that the two viewpoints are not mutually exclusive. The following are some ways sales and marketing can work together to generate leads and build the brand as part of the same effort.
Marketers should consider making a dedicated effort to reuse content in various formats for new audiences across different channels. Reusing content can save you time and money in content creation. It's faster, cheaper and easier than starting from scratch.