Content Marketing vs Mass Marketing Part 3

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Content Marketing vs Mass Marketing

People Have Learned To Tune Out Mass Marketing

Content marketing of the 21st century is quickly turning into something much different than the marketing of the previous century. In the 20th century not much attention was paid to how many people you offended through marketing. All that mattered was sales conversions. In the new century, consumers are looked at more as individuals rather than statistics, so this shift has created a set of new marketing standards.

Consumer Behavior

It’s difficult to predict consumer behavior, regardless of the type of marketing. One thing clear about the internet revolution is that consumers are no longer quiet about bad purchases. Social media, forums and blog activity have steered a growing number of self-educated consumers toward using the internet for research before making a purchase. Customer reviews on sites like Amazon have become part of research.

New Call-to-ActionThroughout the growth of the internet, users have been bombarded with thousands of ads that had zero effect. People have now seen so much advertising since the 1990s on a daily basis that it has a nullifying effect on most advertising. People learn to not worry about the stack of coupons kept in a drawer or in their email. Since people witness so much marketing in any given day, it’s easy to conclude that most of this marketing doesn’t work for any given individual, as most advertising represents clutter.

Years of Advertising

People have figured out that advertising does not always present the best messages aboutContent Marketing - Big Media products. Many times products are over-hyped by ads. Consumers are no longer easily fooled by emotional appeal used by advertisers. The internet has taught many consumers how to articulate what they like or dislike about a product. Ultimately, as people sharpen their brand awareness skills, advertising is becoming more informational than persuasive, at least with content marketing.

One of the important lessons that stands out about advertising is that consumers have become aware of sales pressure, which can lead to high credit card bills. The internet has erased the barrier of location, which gives consumers more choices. Sales pressure is not embraced in content marketing, which favors guiding users through a sales funnel with interesting facts that eventually lead to a product.

Authenticity in Demand

Now that it’s easy for anyone to start their own web business, there is a growing need to separate helpful websites from sites that waste time. Mass marketers can be found everywhere online, which has contributed to an overall consumer skepticism about advertising. Like all advertising arenas, the number of people who respond to ads even on popular social networks is a small percentage.

The reason authenticity is becoming part of the new marketing paradigm is that original content rather than duplicate content is favored by search engines. The more your website follows Google’s guidelines, the less you have to worry about it. The main objective of content marketing is to provide plenty of valuable content that is of interest to an online community.

Why Content Marketing Works

Content marketing is a completely different world than interruptive marketing. Instead of interrupting someone’s day, your articles and blogs are found in search engines by people who care. Instead of annoying users with advertisements, you provide them with stories that promote products. These stories are presented in a unique way, which helps search rankings.

A main strength to content marketing is that it helps establish the relationship between the business and the customer. Interactivity through social networks or email helps achieve goals for both parties. While traditional marketing relied on wordplay and image, today’s content marketing is more about developing trust through sharing accurate and helpful information.

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web

OTR Web is a Certified Partner with HubSpot and Google.

For all your Inbound Marketing and Website requirements

Contact OTR Web.

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Repurposing Content

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Repurposing Content for Various Media Formats

Multimedia has been a concept developing for decades to empower creative minds by presenting a message through different forms of communication. Computers and the internet have become the vehicles for accomplishing many multimedia dreams. The amazing power of the computer is that it can now combine video, radio, music, books, slide shows and many other types of media into one platform.

Deciding on Formats

Your computer has become your media center for producing content that can be Repurposing Contentexperienced through several different formats such as video files, audio files, news feeds, text files, image files, HTML and many other things. You don’t really need to know the technical side of multimedia other than how to copy and paste a code into web pages. Understanding basic HTML is a good idea even if you never plan to write code. Then again, if all your web-based solutions will be through easy to use cloud platforms, then all you really need to know is how to click a button that says “upload.”

No longer do you need to worry about the technical headaches and bandwidth issues of hosting your own videos, since you can just upload your videos to YouTube and link to them on your site. Images as well as videos are hosted on Flickr. You can create slideshows with SlideShare. Ebooks can be constructed through cloud platforms such as CreateSpace, Lulu or Libiro. Audio can be recorded and stored on SoundCloud. You can also upload original music to ReverbNation. Each of these platforms allows you to build a digital library for multimedia presentations. Let your imagination guide you on the appropriate forms of media to reach your audience.

Hard Copy Formats

The physical world and digital world can work together in an efficient streamlined manner. While digital publishing is more cost efficient and eco-friendly than print, there are certain times when it’s reasonable to use print to expand your market. It’s also true that CDs and DVDs are wise to manufacture if you know there’s a demand for them. It becomes unwise to manufacture thousands of physical discs if you have no way of marketing or distributing them. You may want to create different versions of your content for each type of media format so that it’s not considered duplicate content by search engines.

The best of both worlds is accomplished when you use an on demand philosophy. If you have 100 requests for your ebook in hard copy form, then it makes sense to print 100 books. You can do the same thing with selling videos as downloads or DVDs or music as downloads or CDs. By interacting with followers on social networks, you will be able to learn the formats in which people want to consume your content. You may want to manufacture a limited number of DVDs and CDs simply to give out free at street fairs and trade shows. Printed flyers are still one of the best ways to get the word out about your business.

Advanced Multimedia

Remember that standing out is always more important than blending in when it comes to content marketing. If your competition isn’t doing anything too amazing with content, then almost any multimedia ideas you come up with will be better. But if your competition presents a lot of videos, photos, audio and ebooks, you might trying taking multimedia to the next level. Creative cutting edge media such as video games, highly attractive colorful infographics and heat maps, animation and interactive technology. Take the lead in content marketing by investing in equipment and software that helps you produce sophisticated, artistic multimedia productions.

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web

OTR Web is a Certified Partner with HubSpot and Google.

For all your Inbound Marketing and Website requirements

Contact OTR Web.

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Reactive Content for Social Sharing

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Reactive Content for Social Sharing

Content that creates any kind of significant and fast spreading online buzz is considered viral and sometimes called “contagious content.” What are the qualities of videos, images, blogs and articles that go viral? It definitely has more to do with standing out than blending in. Evidence suggests that people who sort through YouTube deciding on what to watch pay attention to views, as popularity attracts more viewers. That’s why the more “likes” you can initially generate, the more chance others will watch it.

Seeing Through Viral Hype

The biggest myth about viral content is that there’s a certain formula that can work for anyone. viral contentObviously not all content creators have equal significance. No matter how many experts you listen to about the keys to crafting viral content, the top viral videos and blogs will usually either come from an already popular website or somehow receive exposure from a popular media outlet.

The video to the novice song “Friday” by Rebecca Black was the most viewed video on YouTube in 2011 and sparked a national discussion on how such an amateur could overshadow professional recording artists. What was amazing was that over 80 percent of viewers who rated the video voted “dislike.” The mystery can be explained by the fact that the viral activity began after the video was mentioned on a popular blog by comedian Michael J. Nelson. From there it was reviewed and ridiculed by several media outlets.

Viral videos can also be rigged. In December 2012 YouTube discovered and cancelled two billion views for music videos were faked possibly by hackers who worked for the music industry. In other words, don’t be distracted too much by what’s considered hot online because there’s always a chance it’s misleading, distorted, rigged or hyped information.

Viral Factors

Your video or blog might never be viewed by millions, but you might still have a chance to get enough attention to attract an audience that helps your business. One of the most important factors of viral content is that it gets reviewed by influencers such as popular bloggers. Developing an ongoing relationship with several successful bloggers can plant seeds to future viral action. Content that has no connection with other online influences will likely not go viral on its own.

The actual content can take on many different forms in viral scenarios. Short wacky videos and informative lengthy blogs are typical examples of contagious content. But there are no real ways to predict what can go viral, other than the content is usually filtered through popular media channels. Other terms that have been used by experts to characterize viral qualities include: relevant, controversial, personable, creative, inspiring, emotional, humane, humorous, shocking and daring. Catchy titles help as well.

Consistent Vision

Stay true to what you believe in instead of trying to figure out how to fit into popular schemes. Brand StrategyCompromising your vision for short-lived popularity might not be worth it because viral activity does not guarantee sales conversions or building long term loyalty. As long as you craft creative content you should be in the running for viral opportunities, provided that it catches the attention of influencers with big audiences.

If you come across viral content that inspires you and fits your vision, then go ahead and experiment with it, but don’t just do something controversial or shocking to try to go viral. What works for others might not work for you. It’s fine to experiment with humor and novelty, but never lose site of solving problems. Take the lead in content marketing by crafting edgy educational content that no one else is doing.

Would you like to get exclusive & relevant information such as this blog/article  delivered to your mailbox? Join our OTR Web Newsletter now.

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web

OTR Web is a Partner with HubSpot.

For all your Inbound Marketing and Website requirements

Contact OTR Web.

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Interacting with Followers

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Interacting With Followers Is Crucial To Your Business. Learn Why!

Content marketing is strengthened exponentially with social media in mind. You can rely on search Social Media Brandingengines to a degree to help bring you a certain amount of traffic, but if you want to accelerate loyalty and possibly sales, you will need to interact with followers through social media. The most popular social networks are Facebook, YouTube, Google Plus, Twitter, Pinterest and LinkedIn. You don’t need a presence on each of them, just the ones that suit your goals.

The Power of Interaction

The quote from Ian Conklin that “clients want to believe they found you .. not that you found them” applies to search engines, websites and social media as vehicles for knowledge discovery. People feel rewarded by making the right connections in their networks. Take advantage of the fact that half the world is now looking to make new friends online through social media to help with problem solving and possibly career advancement.

Interaction through the internet is a much more empowering form of communication than a person who passively absorbs television or radio programming. Social media can deliver immediate answers and responses faster than email or any other electronic medium besides the telephone. Social media is more convenient than the telephone, which can be interruptive at times, whereas people with social profiles crave attention. Another strength that social media offers is group discussion that can expand through content sharing.

Mixing Art with Messages

Putting Paint to Canvas

Putting Paint to Canvas

What’s spectacular about social media sharing is that it allows you to express yourself in artistic ways that had previously not been possible. You can now easily associate your message with a song, a movie clip or a painting to help reach a common ground with followers. Sharing original art, music, video or photography with your message can give a personal touch to your campaign. It’s easy to type a post with a link to your blog or article and upload other media at the same time, creating a multidimensional post.

Posting news articles with artistic graphics and a theme that goes along with your writing is a creative way to lead followers to your content. Facebook and Google Plus give you flexibility for combining multiple links on one post. The visual imagery helps pull in readers from their news feed, which is important, since only about 15 percent of your Facebook friends will see your posts in news feeds. Facebook learns through “likes” and comments what the most active friends are for each individual and serves them their own individual news feed of top connections. So it’s important to create as many impressive posts as possible to increase visibility.

Comments and Likes

Your social media interactivity should include reading other people’s posts as well as writing your own. You can write comments on people’s “walls” on Facebook just by clicking their names. If someone likes your comment it’s a good idea to like their comments at least once in a while. It helps remind them of your content and builds a connection that keeps your feeds active.
Adding new unknown followers on Facebook can be done for a business profile, but is discouraged for personal profiles, so you may want to have two separate profiles on Facebook.

Google Plus is more about building new relationships online and engaging in more about knowledge, while Facebook has a more fun and casual orientation. Both social networks allow you to create subgroups focused on specific discussions. Twitter is more about promoting links with simple short statements.Take the lead in content marketing by interacting with followers on a level that creates a meaningful bond that is mutually beneficial.

Would you like to get exclusive & relevant information such as this blog/article  delivered to your mailbox? Join our OTR Web Newsletter now.

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web


OTR Web is a Partner with HubSpot.

For all your Inbound Marketing and Website requirements

Contact OTR Web.

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Data Collection and Audience Measurement

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Data Collection and Audience Measurement

One of the things that makes content marketing more scientific than traditional marketing is the fact that it provides a mountain of data. Most of this data can be obtained at low to no cost. Google Analytics is one of the best tracking platforms for your online efforts to find out how well your content attracts traffic. Various other tracking services can help you gauge your performance. Studying this data will help you determine your strengths and weaknesses at content marketing.

Google Analytics

There are many different services that offer audience measurement for websites, but Google Analytics isHands hold tablet PC with graphs by far the most popular and it’s well respected due to its comprehensive detail. Analytics tell you how much traffic you’re getting, where it comes from and how visitors behave on your site. The research is designed for marketers and is divided into free and premium services. The basic free package tells you how many visits your site got in a given day, week or month, along with average session time and bounce rate, which reveals the percentage of visitors who exit the site after viewing one page.

One of the helpful indicators that Google Analytics provides is how users found your websites. Referrers such as search engines, social networks and websites are listed as sources that brought you traffic. You can use this information to share with referrers to let them know they provide you value. Another use of Analytics is finding out which geographic locations bring you the most traffic, which can help you determine if your branding messages need to be more universal or focused on certain regions. The main limitation of Google Analytics is that users can disable cookies in their browsers, which blocks data collection on how they use your site.

CrazyEgg

You can help improve your conversion rate by analyzing why people leave your site with Crazy Egg heat maps. The software shows you specific locations on web pages that visitors clicked before exiting. A scroll map shows how far visitors scrolled on pages, which helps you determine which parts of pages are most and least effective at holding people’s attention. The Confetti tool within the software helps you learn search terms that were used by people to find your site.

Alexa and Quantcast

Two audience measurement sites that can teach you a lot about web popularity are Alexa and Quantcast. Both sites rank millions of websites, using separate methodologies to measure web traffic. Unlike ComScore and Nielsen, Alexa and Quantcast publish their rankings for the public. You can even use them for free to find out how your website compares with competitors in traffic rankings. If you sign up for either service and paste their code on your web pages you can get much more detailed statistics.

Alexa, owned by Amazon, tells you how your site ranks globally as well as in the United States. If your site gets enough traffic it will tell you other interesting information, such as bounce rate, daily pageviews per visitor, daily time on site and heat maps for gender, education level, browsing location (home, school, work) and visitors by country. It will also tell you the percentage of visits that originated from search engines and the top keywords used from search engines. It will also give your site an SEO score on a 0-100 point scale.

Quantcast is useful for looking at income levels and other demographics of your users. Both sites provide much more information if you subscribe.Take the lead in content marketing by utilizing website Analytics, which will help fine tune your understanding of your audience.

Would you like to get relevant information such as this blog/article  delivered to your mailbox? Join our OTR Web Newsletter now.

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web

OTR Web is a Partner with HubSpot.

For all your Inbound Marketing and Website requirements

Contact OTR Web.

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SEO – Improving Search Rankings

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SEO – Improving Search Rankings

Search rankings will be responsible for a major percentage of the traffic that comes to your site if you use search engine optimization (SEO). Keywords, relevance, content quality, content quantity, popularity and authoritative reputation are the most essential components of this process for building an online community.

SEO Checklist

Here are several elements your website needs to strengthen its SEO. Keep in mind that search engine guidelines have been evolving for years and may be different in the future. The following are some of the more timeless elements that have survived the algorithm changes. Another reality to remember is no one can guarantee specific search rankings using SEO.

1. Create a sitemap that outlines your site, linked from the homepage.
2. Exchange links only with quality sites relevant to your site.
3. Use relevant web page titles that contain keywords.
4. Write unique quality content designed to improve the user experience.
5. Avoid creating web pages far away from the root directory.
6. Stay away from JavaScript, AJAX, Flash and Frames as much as possible.
7. Keep adding fresh content to your site as often as possible.
8. Use keywords for links within your site instead of “click here.”
9. Make your site as user-friendly as possible with easy navigation.
10.Avoid spamming keywords or other outdated black hat tricks.

White Hat vs Black Hat

Learn the difference between white hat SEO, which follows search engine guidelines, and black hat SEO, SEOwhich could get your site banned. Google and other search engines reward sites with strong useful content, while penalizing sites for thin and useless content or tricks designed to manipulate search results. As long as you keep in mind that all your content should be crafted for the user and not to trick search engines, you should not have to worry about getting banned from search engines.

Since search engines will eventually catch up with new deceptive gimmicks, it’s best to focus on developing quality content. A site can get banned for several reasons, such as links to worthless or malicious sites, overuse of ads or sites that share servers with banned sites. The best SEO advice you can memorize is to avoid all black hat schemes and pay attention to increasing your compelling content.

Focus on Content, Not Techniques

Even though there are several search engines, Google is by far the most popular and should be your main concern for SEO. But try not to get too wrapped up in the SEO game because it can distract from your goals of attracting customers with useful content. Spend more time on making your content as relatable and relevant as possible to your audience.

Not all SEO techniques work equally for all site owners. If you own an educational site, then links from .edu sites can help your search rankings. If you’re a local business then you should get listed in as many credible local directories as possible, such as Google Places for Business, Yelp and Zagat.

General Tips for All Sites

Getting +1’s in Google+ can help your search rank in Google more than Facebook likes. Keep your blogs at least in the 400-600 word range with keyword density below seven percent and never buy links.The content should appeal to influencers, such as expert bloggers, so that it has a chance of being reviewed by other sites.Images are best indexed when they include captions that relate to the content and include ALT tags.Take the lead in content marketing by sharpening your focus on the most important elements of SEO, which are quality-text, images and links.

Would you like to get relevant information such as this blog/article  delivered to your mailbox? Join our OTR Web Newsletter now.


 

Ian Conklin - President OTR Web

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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Lead Nurturing for the Sales Funnel

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Lead Nurturing for the Sales Funnel

The whole point to content marketing is getting leads with a good ROI, unless you’re just doing it as a hobby. Most people who go through all the trouble of massive content creation appreciate the business that it can bring. Your business will be elevated by implementing a system that captures, nurtures, scores and converts leads through your sales funnel, which ultimately directs users to your product pages.

Landing Page Optimization

A landing page, as defined by Google Analytics, is the first page that a user enters on a website. Marketers tend to extend the definition to pages where customers arrive after clicking ads. To avoid confusion, you might refer to pages where you sell products as your product pages or lead capture pages, whether the products are physical or digital. Use these pages to develop leads you can nurture for future sales. You can capture leads by offering a form, email address or link to your social media profile.

The most effective product pages will make it easy for the consumer to quickly learn the product name, what it looks like with a thumbnail or image, the price, product reviews and a purchase button. No matter how sophisticated the e-commerce software is, the buying experience needs to be simple. The consumer should have multiple methods for purchasing, such as credit, debit or PayPal. Product images need to be sharp and colorful. Reviews are essential because they provide real life experiences and give the consumer deeper insight.

A/B Testing

One of the ways to improve landing pages is through A/B testing, which is a process of experimenting with various versions of web pages to narrow down the most effective lead generation strategy. Multiple pages can be tested either at one time or in a sequence. The goal is to figure out which type of presentation gets the best click-through and conversion rates.A/B testing does not produce complex statistics. It’s more of a simple approach to decision-making that doesn’t require a lot of time, effort or expense. Variables can be the layout and the choice of wording, color and images.

Creating a QA Page

Offering a QA page is strategically advantageous because it’s what many leads gravitate toward when they have questions and want quick answers. Think of 10-20 or more questions that your customers might ask you regarding the purchasing process and how to learn more about the product. Provide links for further information if necessary. Be sure to also provide a link for followers to ask further questions, which captures leads.

Lead Scoring and Nurturing

As leads come to you through forms, email and social media, you can save time with the conversion process by developing a lead scoring system. You can use marketing automation software such as Hubspot, Pardot, PlanPlus, LeadMaster and a variety of other programs or you can do it manually. Simply create a 0-10 or 0-100 scoring system with the highest numbers being the most likely leads to convert. Then score your leads based on the information the potential customer gives you.

Concentrate your efforts on high scoring leads so that you don’t annoy the people who are not interested in making purchases. Low scores may someday shift to high scores if you nurture them in a friendly way. You can maximizing lead nurturing by keeping all contacts on your radar and interacting with them through social media and finding out more about their lifestyles and interests. Offer them free information whenever you can.

Would you like to get relevant information such as this blog/article  delivered to your mailbox? Join our OTR Web Newsletter now.

Take the lead in content marketing by converting leads to sales based on a sensible system that evaluates followers of your content.

Ian Conklin

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Partner with HubSpot.

 

For all your Inbound Marketing and Website requirements Contact OTR Web.

 

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Is SEO Dead Alive or Just Different

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Is SEO Dead or Alive?

We have all read the (often self proclaimed) pundits writing articles about how SEO is dead and web masters are wasting their time and money concentrating on that aspect of their websites. As in most blanket type statements there is some truth and some non-truths in such a statement.

Organic SEO

Organic SEO or Natural SEO is alive and well – always has been and in my opinion always will be an effective and important tool for web masters. In simplistic terms Organic SEO comes about from researching the key phrases your website readers will use to search for your product or service.  Those phrases must then be placed within your web copy in such a manner as to attract not only the search bots but also your website reader…compelling them to take a specific action. Remarkable web content is still king.

Organic SEO also involves your website structure and navigation scheme by developing your website so as to assist the requirements of the search engines. In other words the back-end of your website, the part you do not see, must be coded to be effectively read by search engines such as Google or Bing.

If you build or have built a website without these elements (and yes there are many web designers that pay only lip service, if any to these critical elements of a website) you will find your website buried about 50 to 100 pages back on Google.

Not So Organic SEO

There hardly seems to be a day or a week that goes by that I do not get an email or phone call from a company the “specialises” in SEO. You answer the phone and you hear the crackling noise of an overseas caller telling you in not so good English how they can get your website number 1 on Google! Or the email comes across your desk extolling the virtues of their company and talking about link building and only “White Hat” strategies and techniques. Ever notice that most times the email is not from a business address but rather a free email service such as GMAIL or Hotmail or Live? RUN is the best advice I can give.

Then there are the companies that specialised in print ad books. They suddenly came to the understanding that they were falling behind, becoming irrelevant and jumped into SEO late in the game. They often coerced you into staying with their print ads by combining with their new super duper SEO packages. Those SEO packages seem eerily similar to the ones being developed and maintained by those offshore companies … with the same link building techniques and on-page web strategies. I have looked at the page coding on some and just shuddered.

Is this orchestrated type of SEO dead? … well if it is not it probably should be and with the changes in algorithms of the search engines, it will soon be dead and possibly your website along with it.

Where is SEO Alive and Well

SEO has become an entire package of responsibilities for your web marketing firm. Encompassing not just a new website with Organic SEO, but Social Media, Business Blogging, Email Marketing (to opted in recipients) and Online Video amongst others. This package when bundled together is called Inbound Marketing. Drawing customers to your product or service.

I penned a phrase in an earlier blog about Brand Strategies Inbound Marketing. In that blog I wrote, “clients want to believe they found you … not that you found them” in other words the days of cold calling on potential clients or invasive marketing techniques are long dead. Today a potential client recognises a need and searches to find the answer and that is when your information needs to be available. Sounds  a whole lot like SEO to me.

Take the Lead in SEO – access our eBook on Creating Remarkable Content



Creating remarkable content is still king in SEO. It is just that today that remarkable content is across a wider spectrum of media. Yes SEO is alive and well.

Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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What is a Landing Page and Why Do I need One

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 What is a Landing Page and Why Do I need One

A landing page is not just any page in a website. It’s a crucial page that can make or break your marketing campaign. And by extension, it can help or hurt your sales.

This is why professionals spend hours poring over landing pages. They don’t stop at stunning pages. Testing and tweaking are part of their job too. The result of their hard work is a perfect landing page that converts well for a long time.

Take the lead now by creating landing pages that convert.

What Exactly is a Landing Page?

Your website’s home page is a landing page. But it can also be any other page where visitors are prompted to make a specific action or result. An effective landing page contains a lead form for obtaining a visitor’s information. It can be a simple email campaign page where visitors are promoted to fill out a form with their name and email address. Or it can be a detailed data capture form with more than four fields.

What Can You Get from a Good Landing Page?

You may have seen hundreds of landing pages already. The question is, are they any good? Have all of them convinced you to sign up or give up some of your personal information? Realize that only a handful of them are effective. So if you’re going to design a landing page, make sure it’s a good one to get all of these benefits:

Increased Conversion Rates

Targeted landing pages are likely to raise your chances of converting traffic into leads. They can, for instance, encourage visitors to sign up and receive product offers and recommendations from your company. You can personalized these offers and recommendations so that prospects are likely to buy.

Establish Lasting Relationships

Of course, landing pages can prompt actions other than buy this or proceed to checkout. When people fill in a form, they are at the same time entrusting their personal details to your company. This comes with caveat of course. Never ever break their trust. Send them useful stuff only. Make friends with them through helpful information and irresistible offers.

Getting people’s trust and actually making money out of your marketing efforts are two compelling reasons to craft an high-converting landing page. Don’t worry if you’re not a designer, you only have to familiarize yourself with winning landing pages and understand the basics.

What Makes Landing Pages Effective?

You don’t need technical knowledge to create a good landing page. But you do have to be brilliant at the basics. Here’s how.

>Less is more, especially in design. So keep your design clean and simple. This will help visitors focus on the product you’re offering or call-to-action. Your design should make it easier for visitors to focus. Anything unnecessary will only distract your visitor from completing an action.

>Make it easier for visitors to thoughtfully consume content. Use enough white-space for them to think. Doing so will help them make sense of what your product or service is about. You don’t rush them into buying and regret their purchases later. But you do give them the necessary push to buy or get something valuable.

>Create responsive landing pages or design for multiple platforms: full-size and 11-inch monitors, mobile and tablet screens. The percentage of users using smartphones and tablets for researching and buying is rising. Don’t miss out on these opportunities.

>Hire a professional copywriter who perfectly understands your business and your target audience.

>Use relevant images and videos. Also, be wary of using stock photos. Use fresh, relatable and unique photos instead.

 Take the Lead with our free 48 page eBook – How To Use Landing Pages For Business



Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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Brand Strategy Inbound Marketing

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Brand Strategy Inbound Marketing

Brand Positioning Strategy

Today’s marketing world is much different than last century’s invasive marketing. At one time a brand positioning strategy was shaped through mass marketing campaigns and whatever it took to generate leads, even if it meant buying them and then attacking them with aggression and repetition. But two profound developments have presented historic challenges to traditional marketing: the internet and consumer awareness. Today’s clients want to believe they found you … not that you found them.

Internet Empowerment

The internet has turned individuals into multi-dimensional messengers of products, content marketingservices and even non-business interests. Online pioneers who helped redefine the consumer landscape were Amazon, Craigslist, Google and eBay. These companies not only survived the dotcom bubble crash of the late 1990s/early 2000s, they each paved the way for successful online business models. Wikipedia also set a tone, since they emerged as leaders in search engine rankings for a wide range of topics. Apple’s iTunes also played a part in the online revolution by ushering in the first profitable model of the seamless digital download.

Amazon became the world’s number one retailer by letting consumers learn about products before buying them. Google empowered businesses with pay per click advertising while Craigslist and eBay, like Amazon, brought buyers and sellers together to find the best deals. How did these tech leaders alter the course of brand positioning strategy? They changed marketing by maximizing a concept called “the long tail,” popularized by author Chris Anderson. The long tail represents a long list of niche products that don’t sell as well as the most popular products, but the cumulative sales of several niche products can add up to huge revenue. The internet allows consumers to find the niche products they are looking for better than a flea market or a garage sale. The long tail empowers consumers to find bargains that cater to their needs as individuals.

Smarter Consumers

As a result of long tail resources such as Google, which lets people find specialty businesses quicker than phone books, consumers can learn about solutions to their needs at an accelerated rate compared with consumers of last century. So no matter how you measure intelligence, today’s consumers have much more research and answers at their fingertips than ever before. Consumers no longer have to surrender to the pressures of top brands controlling product selection at stores with limited shelf space. Consumers now have the green light to explore online as much as they want until they find what they want.

Traditional advertising still helps sell units, but it’s mostly an expensive gamble that doesn’t always pay off. There are many stories of companies that went bankrupt because expensive media advertising drained their budgets and didn’t generate a return on investment. Consumers can be fooled if they are bombarded with the same exaggerated messages over time, but the internet has also taught many buyers to become smarter shoppers by replacing impulsive spending with online bargain hunting.

The New Definition of Winning

The old definition of winning in business was a matter of accounting. Whoever scored the most dollars from market saturation of big but often vague promises in advertising became the market leader. The new definition of winning in business is successfully nurturing online followings that breed long-term loyal buyers. This revolutionary direction is particularly useful to small and medium businesses who do not have the budget to buy expensive repetitious broadcast time or print space. In this sense, websites, blogging and social media level the playing field for all businesses.

As you carve your own corner in this amazing new business landscape, remember that your brand positioning strategy to acquire followers is now closer to honest artistic leadership than ever before.

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Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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