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B2B Inbound Marketing Strategy — Step by Step Guide
Inbound marketing is a variety of activities that brings interested prospects IN to your organization.
It earns the attention of potential customers by producing relevant content, developing interesting and compelling landing pages, etc.
Inbound marketing naturally draws the attention of the right people (or at least it’s supposed to).
And nowadays, the majority of that happens online.
There’s a lot that goes into inbound marketing (blog posts, guest posts, landing pages, keyword strategies, email marketing, website forms, and MUCH more).
All of these components are part of a cycle, which goes something like this:
Attract (blog, keywords, social media) > Convert (forms, calls to action, landing pages) > Close (email, signals, workflows) > Delight (events, social)
But instead of overwhelming ourselves by getting into the nitty gritty details of each of these areas, let’s first discuss the one thing that affects all of them…
Get Started with Buyer Personas
Every aspect of inbound marketing should be created with a buyer persona (or personas) in mind.
Buyer personas are fictional characters marketers create through research.
These personas (which represent your ideal customer) are then used to influence every marketing action you take – blog posts, landing pages, keyword strategies, email marketing, and more – should all be created with your buyer persona in mind.
Take Hubspot’s Sally for example. This is a perfect example of how you can structure your personas as ideal customers:
Why do they matter?
All of this stuff sounds nice, but is creating an imaginary customer and a strategy to go along with it actually going to impact your bottom line?
If you’re directing all of your marketing efforts towards the wrong customer, then you’ll attract a whole lot of uninterested NON-customers to your site – which will translate to less REAL leads and little-to-no sales.
Bottom line – blogging, tweeting, email marketing, etc. is useless if you don’t know exactly who you’re trying to reach. No matter what industry you’re in, buyer personas are the key component to a successful inbound marketing strategy.
So how do you find out who your ideal customer is?
You do research.
No one knows your customers better than you do.
And with a few surveys, interviews, website forms, etc. you’ll have an even better idea of who exactly you’re trying to market to (more info on this step in the next installment of this series).
And once you’ve got that part figured out, you can start creating the right marketing materials that will give you the right traffic and the right leads who will end up as customers.
How Do I Get Started?
Warning… this is about to get very motivational speaker-ey.
But we promise it will be worth it.
Once you know who you’re trying to market to, it’s important to develop goals to guide you through the process.
The SMART goal process is a good framework to start with because it helps you create an actionable plan to guide your marketing activities over the next few days, weeks and months.
Here’s how it goes:
The SMART goal framework can be used for just about anything, but here’s how it relates to inbound marketing:
- Specific – You probably already have the goal of acquiring more visits, leads, and customers. But how many more do you want? Would you be satisfied with just 2 more? Probably not. If you set specific inbound marketing goals, you’re results will be a direct reflection of what you’ve set out to accomplish.
- Measurable – Keep track of what works, what doesn’t work, how much money and time you’re spending on marketing, etc. This will allow you to do more of what’s working and less of what isn’t.
- Achievable – Be realistic. Know how much time you have, how many people are on your team, and what your budget is. Set up goals that are 100% within reach based on all of these factors.
- Relevant – Make sure your goals relate back to what your company is seeking to accomplish as a whole.
- Timely – Create a realistic timeframe for accomplishing your goals and all of the steps along the way.
With the SMART goal framework as well as your customer personas in mind, you can begin to organize and implement a marketing strategy that will re-vamp your business and get you more customers.
Another Word of Advice…
Inbound marketing can get complicated and confusing.
There’s a lot that needs to get done all the time, and it can be overwhelming to keep up with.
It can take months and months to get everything up and running.
Save yourself some stress and implement a project management tool that will allow you to organize multiple projects and multiple users… all in one place.
The important thing here is to do something. Because without a concrete plan to dictate which blog post is going up at what time, which day your newsletter needs to be sent out by, what needs to get done on social media each week, etc., things will fall through the cracks.
Now that you’ve got the basics of inbound marketing down, stay connected with us for the next installment of this series, which will delve even deeper into the research, psychology, and logic behind creating customer personas.
How to Get Started Creating Inbound Marketing Campaigns
You know what inbound marketing is.
You’re also familiar with personas and how they influence things like content, social media, and every other aspect of the inbound marketing methodology.
But just knowing and understanding these things isn’t quite enough.
And if you have any interest in turning strangers into devoted customers (which you probably do, as that’s kind of the whole point of this stuff), these important inbound marketing elements need to work with one another, perfectly intertwined and carefully executed.
An inbound marketing campaign is a specific, defined series of activities used to market a product or service with various methods and marketing channels.
For example, one inbound marketing campaign might consist of several landing pages, calls-to-action, emails, blog posts, and advertisements.
And all of these activities in your campaign will be focused on reaching one primary customer persona with one major offer.
Here are a few simple tips to get started creating your own.
The First Step to Creating Inbound Marketing Campaigns for Your Business
There’s no one-size-fits-all method for creating a successful inbound marketing campaign.
It really comes down to the planning and execution.
Here’s some basic steps to use as a framework when mapping out your campaign.
- STEP #1: Define specific, number-based goals. To stay motivated and track your progress, you’ll want to decide how many visits, leads, and customers you plan to acquire as a result of your campaign. Consider using the following simple and easy framework:
Attract (#) visits by (date).
Both aggregate numbers and percentage changes can be used to decide on goals for converting leads and closing deals.
Keeping a close watch on your progress in relation to these goals will help you to determine whether or not your campaign was successful.
- STEP #2: Create a timeline. This relates back to the date portion of the formula mentioned above. Keep your timeline realistic enough to be achievable but, but not so relaxed that it isn’t a challenge.
- STEP #3: Don’t forget about your persona(s). Your entire campaign should be centralized around the ONE type of person who you’re trying to reach. Have more than one persona? Perfect… you’ll create additional inbound marketing campaigns for them.
Your offer will be the focus of your entire campaign.
What’s an offer? Here’s an example:
An offer is the entry point for turning a prospect into a lead.
It’s what we use to draw people in and entice them into taking the first initial step of opting into a network.
Offers are usually made up of some sort of educational content to help prospects learn more about an interesting facet of your industry or business.
But the form your offer will take depends on your buyer persona and where he/she is at in the buyer’s journey.
For example, buyers in the awareness stage will be most interested in basic research reports or ebooks, while individuals in the final stage of decision will benefit more from a product comparison, trial download, etc. (That’s why it’s important to know where your prospects are at in the journey in order to best meet their needs.)
And remember, people don’t care about your company – they only care about themselves, their problem(s), and information regarding possible solutions. So create content that’s information-based, mostly educational in nature, and solves a specific pain point or problem.
Next, you’ll need to focus on how people will get to your offer.
Create landing pages that will draw people in and give them the option to fill out information in order to learn more or receive your offer.
Then make thank-you pages that will take prospects to the offer, thank them for their interest (obviously), and allow them to download or access your informational piece of content (the offer), in whatever form you decide that you want it to take.
Then give them a chance to take that “next step” with your company through an increased offer if appropriate.
Get the word out about your offer through blog posts, emails, paid search, calls to action on your landing page, etc.
Think back to where your buyer persona(s) hang out on the web in order to decide where to focus your efforts.
Once you’ve got the basics down, give your campaign a go!
Measuring Your Campaign’s Worth
Last but not least, you’ll want to monitor results periodically after your campaign has played out, look back and analyze what worked (and what didn’t).
At a basic level, you should be able to compare multiple campaigns based on the amount of website visits, leads, and closed customers each yielded.
But the true value in closed-loop analysis is when you can take this a step further and determine how the ROI of one campaign stacks up against the others.
For example, being able to see how much new revenue one campaign added and balancing that against the cost to create it is a great start.
But then taking it a step further and comparing the ROI against other campaigns will help you start figuring out WHERE to invest more, and WHERE to cut back.
You’ll know WHICH marketing activities yield the most revenue, and which are holding you back.
And you’ll figure out WHO (as in what customer persona) is worth the most to your business, and WHO is simply draining cash.
Typically, figuring all of this stuff out is extremely difficult and time consuming at best, or literally impossible with your current tools and set-up at worst.
So you’re flying blind.
That’s the value of a coordinated inbound marketing campaign.
It gives your promotional marketing efforts structure and organization. Which makes them easy to track and compare. And enables your business to quickly differentiate what activities are an investment, versus a cost, and react accordingly.
The Fast, Pain Free Way to Set Marketing Goals [Video]
Most marketing goals are well intentioned, but severely misguided.
Here’s how you can set marketing goals that are realistic, and actionable to guide your tactics and deliver the results you’re looking for.
Here’s a still image of the whiteboard for reference:
How do you decide what daily, weekly, monthly marketing activities and campaigns you’re going to be doing?
You should be getting that information from your strategic plans, and any goals and objectives you set throughout the year. But unfortunately, a lot of times that doesn’t happen.
It doesn’t happen because the goals and objectives we set are typically a little too general, a little too vague, and we don’t have enough information to really tie it down and to really figure out how it should guide our daily actions.
So today, we’re going to walk through a really simple exercise that I like to use to figure this out, and to help you figure out how to focus more on the process and less on the outcome.
The outcome is not very actionable.
Focusing on a huge revenue number, a huge increase in customers, it’s nice, it’s helpful, it’s a good target to shoot at, but you can’t really do a lot with it.
So what I like to do is break that down and figure out how can we focus more on the process. How can we focus more on the activities that are going to get you there, and then we will really get specific on those and focus on those.
If you we were hitting those (if we’re hitting our process metrics, if we’re hitting our process goals), then the end outcome should take care of itself.
Let’s say we’re going to talk about a B2B company, and one new client, one new customer might mean up to $100,000 for them. So in this case, over the course of a month, they just need to get one more client.
Using some historical information, or in this case, some made-up numbers that are pretty close to averages, let’s figure out how many consultations do we need. How many new opportunities or consultations do we need to close one customer every single month?
Back that up again, how many leads to do we need to get to close four new opportunities each month?
If we go all the way to the top, we can see that we’re near around 1000 new visits every single month. Now, how are we going to get these 1000 visits?
We could say that 200 might come from blogging and another 150 might come from Facebook ads or LinkedIn ads or Google AdWords or whatever.
The key here is to start to break this down into all different tactics that you might be able to use. Figure out how many times was the frequency of all these activities, and what’s the cost?
So in this case, blogging is going to cost you a lot of labor, a lot of manpower, whereas Facebook ads are going to cost you maybe a lot of money.
Over the next 30 days, over the next 90 days, which do you have more of? Which do you have less of? How can you take one of these and maybe improve it a little bit?
If you can improve your conversion rate from Facebook ads by just a little bit, could you increase these 150 visits to 200 or 300, if you just improve that a little click through rate? What about blogging?
If you might be able to incorporate more images, better content, and again, obviously blogging more frequently, the goal here is to see how we can guide, how we can figure out these daily actions that we need to take and make sure that these are lined and tied in with our ultimate revenue goals.
We do that again not by focusing on the outcome. We do that by focusing on the activities and the overall process to get you done.
5 Steps to Create a Buyer Persona for Your Business
Buyer personas are arguably the most important part of an inbound marketing campaign because they’re who you should be targeting all of your efforts towards.
Personas will help you identify the wants and desires of your target audience so that you can create products/services that will help them achieve their goals and overcome any possible roadblocks.
Without personas, there isn’t a clear direction for any of the steps listed above.
And no matter what kind of business/organization you’re in, you will benefit from creating (and using) buyer personas.
What Buyer Personas Are (And Aren’t)
Personas are semi-fictional representations of your ideal customer based on research about customer demographics, behavior patterns, motivations, and goals.
They focus on common behavior patterns, shared pain points (both professional and personal), universal goals, wishes, and dreams, and general demographic and biographic information.
Personas are NOT:
- Target markets
- Specific job titles or roles
- Dependent on specific tools or technology
- An actual real person
In the last installment of this series, we briefly touched on the inbound marketing cycle (attract > convert > close > delight).
We’re going to delve into that cycle a bit deeper today, this time explaining how personas fit into it all – and why they’re so integral to every stage of inbound marketing methodology.
- Attract Strangers – Every blog post, keyword, social media campaign, etc. should be specifically designed to appeal to strangers who fit into the framework of your buyer persona.
- Convert Visitors — Once you’ve successfully turned strangers into visitors, you’ll want to focus on turning them into leads. This is done by creating landing pages, website design & function, etc. with your buyer persona in mind.
- Close Leads – Nurture your leads with specific, individualized emails and follow-up tactics to turn visitors into customers.
- Delight Customers – It’s easier to get a past customer to buy again than it is to gain a new customer. Take advantage of this fact by delighting your existing customers with content, email marketing, and social media campaigns that will be of interest to them. Continue to center all of these efforts around your buyer persona.
But before we delve into how to create a buyer persona, let’s chat a bit more about what personas are (and what they’re not).
How to Create a Buyer Persona for Your Business
Personas shouldn’t be the product of rash assumptions or ideas about who you want your ideal customer to be.
Instead, they’re based on carefully considered information and ideas.
If you feel like you don’t know enough about your customer base in order to create an accurate persona, that’s perfectly okay!
It’s better to start with what you have and add to it later than to not have anything at all.
Here’s some steps to help you get started…
- Identify the right questions. If you’re not asking the right questions, you’re not going to get the answers you need to develop an accurate customer persona. Generate questions involving role, company/organization, goals, challenges, where they spend their time online, personal background, shopping preferences, etc.
- Determine how to get those questions answered. You can do this by asking them directly in a face-to-face meeting (one-on-one or group), through an online meeting tool like GoToMeeting, over the phone, using short quizzes from survey monkey, etc. Talk to as many people as it takes to start seeing trends. If you don’t have customers yet, use whatever bit of information you currently have (you can always go back and refine it later).
- Compile Once you’ve gathered a decent amount of information, start to look for trends in your research/responses. These trends are what will shape your persona.
- Build your persona. Pin-point and organize the trends you’ve found using a tool like Google Docs, excel, Evernote, or whatever works for you.
- Bring your persona to life. Once you’ve got the basics down, bring your persona to life by giving him/her a face and telling his/her story. Understand not just what your persona is, but why he or she is that way.
With this framework, you’ll be able to develop a buyer persona that will positively impact every area of your company (from inbound marketing to sales to customer service).
Developing one or more buyer persona(s) will not only have a positive impact on your bottom line, but will also connect and unite your organization.
Because when everyone is on the same page in terms of of who they’re trying to help, sell, and market to, magical things happen.
But without a buyer persona, your inbound marketing, leads, sales, and retention rates will all suffer.
How to Quickly & Easily Develop a Content Creation Strategy
Content is the cornerstone of online inbound marketing. It helps you get people’s attention, stand out from the competition, and earn the trust of your target audience.
And it ties in to every phase of your inbound marketing strategy.
With content, we can attract visitors to our site through our blogs, create keywords that are optimized around our blog posts & website content, and carry out successful, content-driven social media campaigns.
Once people are on our site, we can convert those visitors into leads with the content we write for our forms, calls to action, and landing pages.
We can then use content to close those leads through emails and other interactions.
Once we’ve gained a customer, we can delight him/her into becoming a promoter with high level content in the form of blog posts and emails.
And once you know exactly WHO your ideal customer is, you can tailor your content marketing efforts to directly appeal to him/her.
That’s how it works in a nutshell.
Got questions? Good – we’re about to answer them.
3 Ways to a Great Content Creation Strategy
Just having content on your site is a step in the right direction, but in order for it to really make a difference, you’ll need to make sure people will want to read it.
Here are some practical tips for crafting content that will appeal to your buyer persona(s).
If so, consider placing premium content behind opt-in forms, making it available to “subscribers only.”
Are you trying to simply build trust and expand your thought leadership?
In that case, offer free content on your blog/website to get people interested.
Tip #2: Figure out the best format. What type of content will best resonate with your buyer persona?
Consider options that reach far beyond your standard blog post such as videos, infographics, ebooks/guides, case studies, research reports, slideshows, webinars, etc.
You may not know the answer to this one right away, and that’s perfectly fine.
But with a bit of research combined with some trial and error, you should be able to figure out exactly how to create what your persona wants to see.
Tip #3: Decide on a topic. What kind of information are you trying to get across?
Forget about spreading the message you’re interested in and focus on what’s going to be most helpful/interesting to your buyer persona.
Sharing the Right Content at the Right Time
Crafting quality content matters, but if your persona receives the wrong message at the wrong time, even the best pieces of content will fall flat.
That’s why it’s crucial to frame your content around where your persona is in the Buyer’s Journey, or the research process people go through before they make a purchase.
- Step #1: Awareness. During this stage, the consumer is starting to realize the symptoms of a problem or feeling excitement for an opportunity and has just begun researching the next steps. For people who are in this phase, basic educational content (infographics, list posts & how-to posts, and short ebooks) will catch their interest better than long-winded, detailed information.
- Step #2: Consideration. These individuals know the in’s and out’s of their problem and have already begun intensely researching how to solve it. Reach them with specific, in-depth content like videos, webinars, podcasts, expert guides, and real interactions.
- Step #3: Decision. Prospects in this stage already know what they need to do in order to fix their problem. The only thing left for them to figure out is WHO they’re going to buy from. For these individuals, content like vendor/product comparisons, case studies, trial downloads, etc. will give them the extra push they need to choose you over the competition.
But remember, while something like a product comparison may work great for someone in the decision stage, that same tactic may be too much, too soon for someone in the awareness stage.
By determining where your persona is in the Buyer’s Journey through careful tracking and monitoring, you’ll be able to avoid reaching the wrong person at the wrong time (which could do more harm than good).
A Few More Tips & Tricks…
You may know your organization or line of work better than anyone, but even the most well-versed experts can find themselves in a content rut from time to time.
Follow these quick tips for help on how to consistently generate great content that people will want to read.
- What questions do you or your colleagues get frequently asked? Write/create content centered on those subjects.
- Repurpose existing content by sharing the same message across various forms of media (video, blog post, podcast, etc.), transforming internal documents into external content, bundling existing content, and adjusting existing content for different personas.
- Make your content easily “consumable” and easy to take in (especially for those in the initial stages of the Buyer’s Journey).
- Keep your content educational first and promotional second Avoid specifically mentioning your organization, unless you’re specifically targeting people in the DECISION stage.
- Have fun! If you’re not interested in what you’re writing about, don’t expect anyone else to be.
Now that you know what sorts of messages to hit your buyer persona with (and when), stay connected for the next installment where we’ll cover what goes into creating a successful marketing campaign.
The Beginner's Guide to Effective Calls To Action
Remember a few weeks ago when we went over all of the ins and outs of creating a successful landing page?
All that stuff was important – very important.
But unless you have effective calls to action to lead people to that landing page, all of those website visitors that you’ve worked so hard to attract will have no way of ever getting to those important landing pages.
Calls to action usually appear in the form of a small amount of text alongside a button, urging the visitor to do something, like “request a quote” or “sign up for a free consultation”.
That’s why it’s vital to make your calls to action as effective as possible. And this post will show you exactly how to do just that. So without any more jib-jab, let’s dive right in!
How to Generate Leads with Calls to Action
Every website needs at least one call to action.
Without them, it’s virtually impossible to convert visitors into leads.
Here’s how calls to action fit into the 3-step process of generating leads…
- Step #1: Call to Action (captures the visitor’s attention with some sort of button that displays an offer and takes visitors to a landing page)
- Step #2: The Landing Page (where the offer is displayed along with a form for visitors to provide their contact information in exchange for the offer)
- Step #3: Thank-You Page (where the offer is delivered)
The sole purpose of a call to action is to drive traffic to a specific landing page.
When a visitor lands on your site, he/she won’t know where to go or what to do unless you provide some direction.
The call to action provides visitors with the “next step” or course of action to take when visiting your site.
Call to Action Best Practices (Do These Things!)
We’ve already established why calls to action are important.
But just having a call to action isn’t enough.
In order for them to really work, they need to be properly and thoughtfully designed.
Here’s a few tips to create attention-grabbing calls to action that will beg to be clicked.
- Use action-oriented verbs. If you don’t give visitors very specific instructions on what to do, they probably aren’t going to do anything. And instead of forcing people to figure out for themselves what to do next – it’s your job to tell them what their next step should be.
By using action-oriented verbs like “download”, “sign up”, etc., visitors will have clear-cut instructions on what to do once they arrive at your site.
This call to action from a clothing boutique called francesca’s uses the word “join” to encourage visitors to sign up for their mailing list.
It also clearly describes exactly what visitors should expect to receive in exchange for giving away their email address (exclusive offers, the latest trends, and the newest arrivals).
- Make your call to action stand out. People won’t click on an offer unless it grabs their attention. And clickable, button-like calls to action are extremely effective at getting noticed. It’s also important to consider who your customers are when designing your call(s) to action. Is your customer persona drawn to bright, flashy things? Or is he/she more likely to click on something simple and clean? These are the kind of questions you should ask yourself when considering the aesthetics of your call to action.
- Use keywords. Make sure that the keywords you use in your call to action are consistent with the keywords in your offer and landing page. Be descriptive, and make the process clear and easy for people to navigate through.
- Location, location, location! Calls to action should be located in an easy-to-spot area of your website, usually above the fold of a page. And always on a page that gets a lot of traffic.
Blog posts are the only exception for not placing a call to action at the top of a page.
In those cases, it’s okay for them to appear towards the end of a post.
But only if the call to action is relevant to what the post is saying.
For example, this article is all about the growing costs associated with medical school.
At the end, there is a call to action offering a free eBook titled “How Physician’s Career Paths are Evolving”.
The offer is relevant to the topic of the article.
And since it’s placed towards the end, the people who see it will have already read (or skimmed) the article and are probably interested in learning more.
- Text & analyze. Once your calls to action are in place, it’s always a good idea to start tracking their effectiveness. Most websites have tools that make it very easy to do this!
Basic as it may seem, this stuff makes a big difference when it comes to generating leads and getting customers!
What are Landing Pages? An Introductory Guide
Well-designed, optimized landing pages are absolutely crucial when it comes to generating leads.
A landing page is a web page that a visitor can arrive at or “land” on, typically by clicking a link from that website’s home page or directly from some other promotional material (i.e. email campaign or advertisement).
And according to research done by Hubspot, companies who increased their number of landing pages from 10 to 15 saw a 55% increase in lead generation.
Companies with 40 or more landing pages saw an even higher spike in leads.
When we think about the purpose and function of a landing page, it makes sense that websites with more of them were able to convert a greater number of visitors into leads.
Landing pages exist to promote an offer (ebook, case study, free trial, etc.) and ask visitors to provide their information in exchange for receiving the offer.
Sounds simple, right?
For the most part, it really is.
But in order for these oh-so-important landing pages to function optimally, it’s important to cover a few additional details about how they work, why they’re important, and how to make sure you’re getting the most out of them (stay with me – I promise it’ll be worth it).
What Are Landing Pages? A 3-Step Process to Generate Leads
Landing pages are the most important part of lead conversion (the process of promoting an offer (ebook, free trial, etc.) and asking for contact information from the visitor in exchange for the offer).
But in order for a landing page to effectively generate leads, there needs to first be a call-to-action that offers a preview of the offer, a landing page that displays the offer, and a thank-you page that delivers the offer.
Here’s what that should look like…
- Step #1: Call to Action. No one is going to freely give you their information unless you ask. That’s why it’s imperative to have a button or call to action promoting your offer. This can be placed anywhere on your website as long as it’s visible and noticeable.
- Step #2: The Landing Page. Once a visitor clicks on the call to action, it should take him/her to a landing page. This is the most important part of this three-step process. The landing page is where the offer is displayed (we’ll talk more about how the offer should be displayed below). And in order to get the offer, the user must fill out a form with their contact information, converting him/her into a lead.
- Step #3: Thank-You Page. Congratulations – you have a new lead! After the visitor has given you the necessary information in order to obtain the offer, it’s time to deliver the offer and thank the lead for their interest!
Once an individual has made it to this stage, it’s important to nurture the lead’s interest in every interaction in order to eventually convert him/her into a customer.
This process starts with the thank-you page.
How to Create a Successful Landing Page
A great landing page begins with an amazing offer.
When creating your offer, think about what might be of value to your customers.
And since you want to cater to individuals who are at all stages in the buyer’s journey (awareness → consideration → decision), it’s okay to have more than one offer.
The more offers you have, the more leads you’ll get.
For example, someone in the awareness stage might find an eBook or video to be incredibly helpful and informative, while someone in the decision stage might need some sort of free trial to convert him/her into a customer.
Once you’ve got your offer(s) figured out, the following landing page best practices will help you use them to generate a ton of leads.
- Get straight to the point. Make your header clear and action-oriented by using verbs like “watch” or “download”.
- Provide a brief overview of your offer in 1-5 sentences. Explain what the offer is and why it’s beneficial. Be convincing, but concise.
- Make the information easy to digest. Use bullet points and numbers (as opposed to long, drawn out sentences).
- Include an image. For most people (especially visual learners) pictures will be far more effective in catching their interest than words.
- Ask for the right information. Make sure that the level of information you’re asking for matches the value of the offer in length and substance. In other words, don’t make visitors fill out a page-long questionnaire for a simple ebook.
- Keep the landing page as simple and clean as possible. Take away the menu navigation and all other links from the page. The offer button should be the only clickable option on the page.
Want to know another cool thing about landing pages?
In addition to being extremely effective in getting leads, they can also be easily analyzed for performance through the submission rate of the form, number of new contacts added, etc.
And over time, you’ll be able to tell just how many new customers each landing page is responsible for generating.
Isn’t it great when you can actually measure the results of your work?
Landing pages make it easy to do just that!
Now that you know exactly how to create an effective landing page, stay tuned for the next installment of this series where we’ll discuss calls to action – you won’t want to miss it!
How Do You Measure Marketing Performance? [Video]
There’s a right way, and a wrong way to objectively analyze your marketing efforts.
If you’re doing things the wrong way, you could be making big mistakes that cost you hundreds of visitors per month!
Don’t fly blind: Here’s a simple framework developed by Moz.com that can help you get on the right track.
Here’s a still image of the whiteboard for reference:
Video Transcription for “Measure Marketing Performance”
How’s your marketing doing?
It should be a pretty simple, straightforward question, right?
The problem is that the answer is usually pretty difficult to come up with.
So today, I’m going to walk through a really simple framework that I learned from moz.com. I’m going to show you how you can make sense of all this information, all this data, all these numbers that you’re looking at.
The first thing we want to think about is prioritizing the information we’re looking at, and how we’re making decisions based on that.
In most cases, let’s say SEO, we think of leading indicators. We think of links, we think of rankings, we think of different metrics like your domain or page authority which might tell you how strong, just in a general sense your website might be from an offsite SEO perspective. But a lot of times, these don’t really tell the full picture.
What we need to do is tie these things back to our marketing KPIs.
Marketing KPIs can be a number of different things. They can be website visits. They can be page views. They can be even the bounce rate per page.
So if you think about it, if you’re looking at views and visits from organic search, if you’re getting a ton of people into your site, if you’re getting a ton of people into these individual pages from organic search but a lot of those people are bouncing and you can compare not on a site-wide level but if you compare on a per page value, then a lot of times, you’ll quickly start to see whether or not these things are starting to pay off.
But beyond marketing KPIs, what we really want to get to ultimately at the end of the day, are business metrics.
How many conversions are coming from organic search? What are those conversions worth from a transaction point of view, from a single transaction, and also a lifetime value?
If your company is a B2B company and you are generating leads, then you should know (or you should hopefully figure out) what your cost per lead or value per lead might be.
Then you can start to really place value on SEO or social media or Twitter or Facebook or LinkedIn or whatever.
By only watching leading indicators like website visits or pre-conversion metrics like the number of newsletter people you’re generating from a certain tactic, you start to make decisions that are a little faulty.
At the end of the day, we want to see business metrics and we want to compare these business metrics.
These other things, the three different things. Number one, obviously, what’s your budget or goals? If you’ve already set this at the beginning of the year, you should be able to track these things hopefully overtime throughout each quarter, throughout each year.
The second point might be prior period.
So how many conversions did you get from organic search in the past 30 days or the past quarter? Then can we compare that to the prior period? We should also think about comparing this to the prior year. Because when we’re doing this, we want to be able to rule out any cyclical nature in your business or any seasonality.
The third thing should be the industry or competition.
Generally speaking, leading indicators, you can get a lot of good, competitive data from leading indicators. For example, moz.com and another tool they developed called Open Site Explorer will help you benchmark a lot of these things against your competitors.
But also, for your marketing KPIs business metrics, it’s usually hard or more difficult to get competitive information.
So that’s where you want to rely on industry benchmarks.
Once you can start to frame these things in the right perspective, and you can start to compare them against not only your budget and goals, but more importantly, the prior period, prior year and the industry and competition, now you start to set a little context around all these numbers, and hopefully you start to figure out how your marketing is doing.