Landing pages are a key focus for many marketers. This could be where a user lands during their first time on your website, or it could be the place where they are engaging with your business for the first time. Even if it’s not, landing pages are often designed with engagement and conversions in mind, whether your business is looking to drive subscribers, leads or webinar sign-ups.
Landing pages can be a determining factor in whether or not a marketing campaign is successful and to develop a successful landing page; there are a few things your business must do. A recent Ascend2 report took a look at what makes a landing page strategy superior. Here’s what they found and what you can take away.
What’s A Superior Strategy?
In the Ascend2 study, those who deemed their landing page optimisation (LPO) strategies as successful in achieving essential objectives are considered to have a “superior strategy,” while those who consider their strategies to be unsuccessful are referred to as having an “inferior strategy.” What you may be wondering is what differentiates these two. There are some differences between these two groups that stood out in the report. They are:
- The extent to which they test landing page elements (A/B or multivariate) for optimisation. 32% of those with a superior strategy conduct extensive testing, while none of those with an inferior approach do so.
- The importance placed on lead segmentation. 19% of those with a superior strategy is focused on improving lead segmentation for campaign targeting in the next year, compared with only 9% of those with an inferior plan.
- Knowledge of LPO best practices. 52% of those with inferior strategies cite lack of knowledge about LPO best practices as their most challenging obstacle, compared to only 19% of those with a superior strategy.
Developing a Superior Strategy
Take a look at the third bullet above. Lack of knowledge for landing page optimisation best practices is a significant obstacle for those with poor landing page strategies and nearly one-fifth of those with a superior approach. Optimising a landing page requires testing and a repeatable system will streamline both these processes to make your efforts here more efficient.
- Test the right landing page elements with either A/B testing or multivariate testing. Your call to action, headline, layout and registration form are the top four factors you should be continuously testing.
- Align your traffic source and landing page message. Customers want a continuous experience, no matter where they are online. If you’re working with a lead generation company or driving traffic from social networks, keep the message consistent.
- Simplify your design. Avoid the clutter than turn customers away from what you ultimately want them to do when they arrive on your landing page. Get to the point and use colours that bring attention to your call to action. Use easy-to-edit landing page templates to make things even easier.
- Focus on the metrics that matter. These will vary depending on what you’re trying to achieve, but looking at the conversion rate, click-through rate and cost-per-conversion are great places to start. If you’re looking to engage with and keep users on site, you may find bounce rate and time spent on the page more valuable.
Developing a superior strategy requires some testing, research, and analysis. Identify what your strengths and weaknesses are, what opportunities are available and what obstacles your business needs to overcome. Understanding what LPO tactics lead to a superior strategy, e.g., simplified design and a repeatable testing/optimisation process, and what opportunities there are for your business can lead to a more refined optimisation strategy.
What is influencer marketing?
Influencer marketing is a marketing methodology that takes advantage of the influence and reach of so-called influencers or influentials, primarily through their social networks.
Influencers (formerly Influentials) are well-networked multipliers who, through their popularity, have a big impact on their fans, followers, friends . on Facebook, Instagram, Twitter. Influencers can also assert their influence through specialist contributions, performances, lectures.
What are influencers? Influencers are individuals who, on the one hand, are multipliers by their reach for the dissemination of information in their networks. On the other hand, influencers are people who have a significant influence on the opinion and the consumption habits of the people in their network.
Within social networks, Instagram and others it seems that there are people who are so-called influencers or influentials, where the tendency to spread memes is more pronounced than the average.
The term “influentials” invented in the 1940s by the American consulting company “Roper Starch Worldwide” has now been replaced by influencers, and influencers seem to me to be the most appropriate for describing the entirety of the key persons.
Primarily the younger influencers use the Internet as a source of information and communication tools. Influencers, in contrast to most people, visit the Internet several times a day, which documents an above-average need for information and great interest in current events.
As a result, they belong to the “early knowers” and often become “early adopters”. As a rule, they are people who, more than the rest (“late knowers”), inquire early about new trends, technologies, and products and are the first to buy new products.
Influencer marketing has been considered a big thing in brand communication on the Internet for several years. Today, this form of advertising has a firm place on all major and minor social media platforms, from YouTube and Instagram to Tik Tok.
The interest in influencer marketing has increased significantly in recent years. Is thus one of the trend topics in marketing.
Influencer Marketing: Product Tips from ‘People Like You and Me’ “Hello, dear ones, I’ve brought you a great product again today” – that’s the sound of Influencer Marketing, invading every day millions of speakers in living rooms and nursery rooms all over the world.
At first glance, influencer marketing hardly differs from traditional testimonial advertising with famous brand ambassadors: Both communication strategies aim to positively establish a brand or a specific product by associating it with a personal brand (influencer) among its target group (community).
‘Influencers’ are literally ‘influencers’ because they influence the opinions, interests and buying intentions of their followers. Prominent advertising figures and Internet opinion makers thus both act as so-called ‘multipliers’: they extend the effect of the brand to their fans or followers and thus multiply the size of the advertiser’s brand target group.
How does Influencer Marketing work in practice? In influencer marketing, a product, brand or company is integrated into the content of a high-reach social media opinion leader (influencer) through direct placement or sponsorship.
As a result, a brand can be targeted and positively established in the intended target group. The design of the content is primarily left to the influencer in order to maintain his credibility. Successful cooperation with influencers should always have an indirect character. Social media followers quickly notice when words are put into their idols’ mouths.
For this reason, bloggers or creators are usually given great creative freedom so that they can prepare the message according to their own target group. In the long term, respectful cooperation can lead to good influencer relations – in other words, a connection between the brands of all those involved. As part of the collaboration, the opinion leaders of the Internet are typically sent boxes of products (so-called ‘Hauls’), which they can then present in their own way. Alternatively, it funds travel and other special activities that are used to create blogs or vlogs.
As long as the resulting content is unusual for the target group and the sponsor’s brand is positive, the exact form of cooperation is of secondary importance.
Well connected influencers can be very valuable for business and companies. Although the reach in the respective industry is essential in the identification of influencers, in the opinion of many experts, qualitative aspects should be in the foreground.
Above all, it counts with which persons an influencer is networked and to what extent he counts as credible from the point of view of the target group.
When addressing influencers, personal contact is particularly promising. Noteworthy is the quality and relevance of the content offered to him. Because only if the influencer recognises an added value for his contacts or himself, he will also be willing to share the contents of the company.
Challenges in Digital Marketing and How to Overcome Them
Digital marketing is growing exponentially, and more and more online entrepreneurs are using this strategy. It has proven to be effective and affordable compared to traditional methods. Nevertheless, this form of marketing is facing numerous challenges, and if it’s to remain beneficial to organizations, these problems ought to be addressed quickly.
In case you’re wondering, here are some of the most common challenges in the world of digital marketing and how they can be resolved.
Digital marketing is among the online elements that are facing security risks. These threats are attracted due to the availability of personal information online (digital marketing is experiencing hacking and data theft among others).
Resolving this issue requires some measures such as using a firewall on your marketing websites and several security certifications. You can work with a qualified security team to help identify the weaknesses of your websites and eventually create measures to reduce the risks.
Almost every business is resorting to digital marketing. This has created a major increase in the competition where tons of websites are competing within a limited niche. The primary challenge is making your website stand out from the rest.
Fortunately, overcoming this challenge can be done through SEO. The method gives you an opportunity of being unique and original through content and engaging people. However, it’s not an overnight process. It could take months to even see results, and the costs aren’t that cheap either.
Digital marketing requires a sufficient budget to remain visible in the online market. Some organizations are struggling to fund their digital marketing programs. Due to this issue, most marketing efforts don’t yield results as expected.
The best solution is to venture into the world of social media. Creating your page, interacting with your similar brands in your niche, and engaging your customers are all effective means of marketing your brand while on a limited budget.
Time is a scarce commodity in numerous organizations, and companies don’t seem to get enough time for digital marketing. Some establishments are yet to believe that this method is practical with substantial returns.
Resolving the time problem is possible by changing the attitude towards digital marketing. Additionally, organizations need to perceive it as an integral part of marketing and as a direct resource towards the project.
Marketing is a field that demands creativity and innovation on a daily basis. Audiences are always anticipating something new and unique. However, digital marketing is lacking this element and consequently incurring huge losses.
Digital marketers can change the situation by using audiences as an inspiration. They should anticipate what audiences need and deliver accordingly. The right blend of innovation and creativity will also address the issue of competition in the market.
The Bottom Line
Digital marketing is a powerful tool for promoting your business. It’s capable of capturing masses of audience and consumers. Also, it’s a suitable method for interacting and engaging your customers online. Despite the challenges, businesses should fully use it to reap the long-term benefits.
Is My Website’s SEO Too Complicated For Me?
This question is asked commonly by owners of small and medium-sized businesses. SEO can seem a little daunting at first, and it can be tempting to throw some cash at a professional firm and move it off your plate. As people consider this option, they begin to realise how expensive it can be and how many of these so-called professional optimisation firms utilise black hat tactics that can do more harm than good. Outsourcing the job and hiring an in-house professional can both eat up an advertising budget like a fat kid on a chocolate bar. As the notion of really taking the reigns of a business’s future sets in, people start to worry about their lack knowledge on the subject and work themselves into a frenzy over what they perceive the SEO drive to be about. That is when they start asking, “Can I do SEO for my website on my own? Am I capable of figuring this out successfully without driving my business into the ground?” The answer is probably so, and here’s why.
A Growing Child
Your business is your baby, and nobody will care for it as you do. SEO can seem a bit overwhelming at first, but it isn’t as complicated as people make it out to be. Just like starting your business, it’s only as hard as you make it. Put forth the effort and do the research. You will be successful and save yourself a ton of dough in the process. It can be time-consuming in the beginning as you learn your way, but it gets better with time and experience. Besides, if you are going to be successful, you will eventually need to learn this anyway.
Start With The Basics
The most common objection to handling SEO is that it is too hard to keep up with the continual changes. Well, that is both true and false. Yes, some aspects of optimisation do change often but the fundamental basics are always the same. The essential elements of SEO do not change, and you only need to learn them once. They will become second nature because they are always the same. Once you have them down it will be easier to pay a little more attention to the key factors that do change. There are a lot of free resources on the internet to help you get started. Google has a free tool for keyword research, and it performs better than most of the paid tools.
Basic Principal Factors
The principal factors will get you off and running on the road to optimisation. SEO comes down to four critical factors and branches out from there. The first element is crawlability. The search engines need to be able to find and crawl your site so that it can be indexed and returned in query results. The second element is the site structure. The architecture of your website should tell the search-bots how to organise and prioritise your content. Next is keywords, which will tell the world and the search engines what your site is all about. The last critical element is your website’s SEO is backlinks because they inform the search engines that the content on your site is credible. Backlinks give your site proof of credibility, authority and knowledge in your industry.
Once you have mastered those four critical elements of your site’s SEO, it is well on its way to being optimised. The rest is just icing on the cake. As you learn about each fundamental element and how to apply it, you will start to branch out. For instance, as you learn about keywords, you will become familiar with long tail keywords which will lead to semantic longtail keyword phrases. Handling your website’s SEO is undoubtedly doable. Don’t let some foreign company convince you that it’s too much for you to manage. After all, you are smart enough to run a business.
Creative Marketing Strategies for Industries That Can’t Use Traditional Paid Advertising Platforms
Best Influencer Marketing Campaigns – Part three
Best Influencer Marketing Campaigns – Part Two
Best Influencer Marketing Campaigns Part One
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