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Archive

Monthly Archives: October 2014

How to get qualified leads using LinkedIn Showcase Pages

LinkedIn Showcase Pages… What are they?

Below is an example of how Microsoft is utilizing LinkedIn’s Showcase Pages. Microsoft is using Showcase Pages to segment their overall audience to what each of their contacts is really interested in, resulting in a more personalized relevant message.

LinkedIn Showcase Pages

 

What these Showcase Pages allow you to do is to niche down into your own business. Do you have multiple products? Do you have multiple personas? Need different content than your other products or services?  Showcase pages allows you to create up to (10) different pages off of your main page to “Showcase” a specific product or service.

This will allow you to drill down deeper into content for a specific buyer for these products. You can then use these pages to tailor more personalized content and keep your updates interesting to this buyer segment.

Why is this important?

This is really helpful for marketers to segment to specific audiences of theirs. Showcase Pages helps you segment your LinkedIn presence to help explain your company, products/services to a subset of your audience.

Actionable Takeaways

  • Determine if you need Showcase Pages. How many buyer personas do you have?
  • How different are your personas?
  • Do they require different content strategies?
  • If you answered yes to the above, Showcase Pages could be right for you

If you only really have one persona, then try using Showcase Pages a bit differently. In this case you can use these pages to help promote and advertise for an event or a particular campaign.










 

 

7 Tips to creating High Converting Landing Pages

landing page best practiceLanding Pages are an extremely crucial part to your lead generation strategy online. Without a dedicated landing page to convert visitors to leads, you are headed up creek without a paddle.

According to MarketingSherpa the number one reason marketers do not use landing pages to help drive new leads for their business is because they do not know how to set them up. This is a problem…

There are many reliable landing page software on the market today to help marketers easily create highly converting landing pages, without having to know a piece of coding. Every campaign you run should be tied to its own landing page, no exception. If you are promoting a new offer, event or driving interest on a product/service then you should be driving this traffic to a dedicated landing page, not your homepage.

Let’s take a look at these 7 tips to creating a high converting landing pages.

1) Get to the Point Already!

People ended up on your landing page because they are hooping you follow through with the offer you promised…give it to them…and make it as straightforward and to the point as best you can.

The landing page has one purpose, for you to tell the visitor exactly what it is they can expect to receive and a reminder of the benefits of why they need it.

2) Use contrasting colors

You want your main call to action to stick out. Draw peoples attention to your call to action and tell them exactly what you want them to do. If it is filling out a form or clicking on a button make it stand out and obvious what you want the visitor to do.

3) Branding

Use the same logo and color scheme as the rest of your website ( except for the call to action) so that people know they are still on your website.

4) Avoid to many Images

Don’t overdue the images and graphics. This may seem like a good idea but A/B tests by leading marketing companies shows a decrease in conversions when there are just to many “things” going on in the landing page. Use your logo, some text and a form with a contrasting call to action button.

5) Formatting

Format your landing page so that it establishes a clear visual hierarchy. Using the right titles, headlines and sub headlines helps you get across the right message in an easily readable format. Remember point one, get right to the point.

6) Add Social

If you have an offer that has been recieved well by your audience, then show some social proof with screen shots or a number ticker. If your numbers aren’r that impressive then make sure you add your social icons to enable that visitor to share the offer with their network.

7) Be consistent 

It is good practice to keep testing and optimizing your landing page layout, but once you find something that is working, keep the format consistent. Visitors like to see a common format across their journey on your site so make sure they know they know the difference between your landing pages and a blog post.

Lastly, lets look at an example of a well put together landing page.

 

landing page best practices

 

 

 

Looking at the landing page example above, you can see the 7 on page landing page tips you should incorporate to get the highest conversions you can.

The landing page has a clear, concise compelling headline and NO navigation bars. It clearly states in 2-3 sentences what the offer is and why it is valuable to the visitor. Most importantly it includes a short form for the visitor to fill out with a relevant image that shows what they will receive.

Use the example above to guide you when creating your next landing page.









Twitter updates and how this effects your lead generation

 

You should keep an eye on Twitter updates and how this may effect your lead generation.

Social Media has 100% higher lead to close rate than outbound marketing. ( State of Inbound Marketing, 2012).

Twitter has for a few months rolled out a couple updates that can help impact your traffic and lead generation positively.

So lets get right to it….

1) Images in the Feed

twitter for business

 

 

 

 

What is it?

Twitter will now automatically show images right in the feed as you scroll similar to how Facebook does it. Basically users don’t have to click the link just to get to the image now. It is proven that images increase click through rates on social.

Why should you care?

HubSpot ran some A/B tests and determined that including an image can increase lead generation by 55%. They also found that images improved clicks, retweets, favorites and overall engagement.

How can you implement images into your tweets. For best results, use text for your headline, a link to the content you are sharing OR to a landing page to generate leads and now a link to an image to draw in peoples attention.

Actions to take:

  • Along with text based tweets, start including relevant and compelling images
  • Start using your own photo’s and images. The button looks like this:twitter photo button
  • The image size can be 440 x 220.
  • Limit the size of your photo to 3MB
  • Limit your text. When Twitter automatically adds that image URL to your tweet, it usually takes up 26 characters of the 140.
  • If your goal for Twitter is to help increase traffic and leads, then along with the text and image, you should include a link to your content or better yet your landing page to help drive traffic back to your platform.

2) Lead Gen Cards

twitter lead gen cards

 

For promotional tweets only, twitter cards are multimedia drop boxes that enable marketers to collect information like email addresses right from a tweet- no need for them to click off onto a landing page.

Why is this important?

One less action the visitor has to take. Your sponsored tweets can now work for you in collecting your leads information. Twitter provides you with the analytics on the performance of your cards, including leads, cost per, and ad spend.

Action to take

  • Log in to Twitter Ads
  • Create your offer today. Create an offer that you know your targeted audience would be interested in. Content offers are a great way to generate top of the funnel leads. ( Those are people who are are aware they need something but not sure what).
  • Here is a great blog post by HubSpot you should read to learn more about twitter cards for lead generation.










How to use Pinterest for lead generation

 

how to use pinterest for businessPinterest is becoming an important player for marketers and their lead generation goals. Here we will review how to use Pinterest for business to help you drive awareness and traffic back to your website.

lets get to it…..

1) Pinterest Analytics

Pinterest now now offers FREE analytics tools for business accounts. This means you need a live working website. The analytics will give you more insight into your performance, ranging from impression and click data to engagement and behavior date….doesn’t get much better than this!

Why is it important for business’ lead generation?

You can now easily measure your influence and content strategy. You can measure this by looking at the activity around the content that you pinned as well as seeing what content on your website was pinned by users.

This will help you refine your content strategy to understand what kind of content your audience engages with giving you an idea of what to create in the future. **Understading what your content on Pinterest is doing, will help you double down on what works which will result in Pinterest being a traffic source for you.

How to use this:

  • Once your website is verified, go to the top right menu on your Pinterest page and click “analytics”.
  • You can watch this video tutorial to understand how to use Pinterest Analytics in more detail.

2) Rich Pins

how to use pinterest for business

Image source: Pinterest

Pinterest launched several new kinds of rich pins, each designed for different types of content.

  • Article Pins include a headline, author and story description
  • Product Pins include a headline, author and where to buy
  • Recipe Pins include ingredients, cooking times and serving info
  • Place pins include a map, address and phone number
  • Movie pins include reviews, cast and ratings.

How does this effect your business? The most important takeaway is that you can now include new forms of content on Pinterest that in the past may have been lacking the visual component.

If a large part of your strategy is content marketing, ( which would be a good idea) then now you can expand the type of content you can use on Pinterest. Pinterest can now play a role as part of your content distribution networks, just don’t forget that it is still a very visual audience.

Any business can now promote their blog or share related content here.

How to use this

  • Follow Pinterest’s official setup instructions
  • Use article pins to be shared frequently along with the visual content that works really well on Pinterest.
  • Company centric rich pins like product or place pins should be apart of your content sharing mix.
  • Treat Pinterest like any other content marketing strategy. It is one channel with the goal of providing a source of traffic to your website. To accomplish this, make sure you are distributing and sharing  mostly educational and entertaining content opposed to heavy me first content.