Increase downloads of your epic ebooks and other marketing resources by improving landing page copy and architecture.
89% of B2B marketers use content marketing today, 65% of them use ebooks - but only 34% feel they’re effective at it. It makes sense to improve the website landing pages where your customers first learn about your ebooks. Therefore, if you want to generate more leads with your marketing content, improve your website copy and architecture.
In 2017, we researched dozens of B2B companies that create ebooks to market to their customers. We analyzed their ebook landing pages from the perspective of a first-time visitor who is interested in the topic, but unfamiliar with the company.
In this teardown, we show you examples of the pages where ebooks are offered for download, and suggest best practices for writing and architecting them well.
Odlažete zadatke vezane uz digitalni marketing i Vaše poslovne web stranice? Nemate dovoljno samopouzdanja ili vremena uhvatiti se u koštac s tim zadacima? Dobro bi Vam došle nove vještine, znanje, ali i stručan savjet za odrađivanje tih zadataka?
Višnja Željeznjak, stručnjakinja s 20 godina iskustva u digitalnom marketingu, dolazi u Vaš fizički ili virtualni ured i kroz 35+ radionica na teme iz 8 područja digitalnog marketinga pomaže vam odraditi otvorene zadatke.
Trenutno dostupne teme jesu:
- priprema za razvoj novih poslovnih web stranica
- unaprjeđenje postojećih web stranica
- pisanje sadržaja stranica weba
- content (sadržajni) marketing
- društvene mreže
- povećanje posjećenosti
- strategija i planiranje
- mjerenje i analitika
Svaka radionica zamišljena je da bude spoj tri stvari:
1) praktičnih vježbi i rada na konkretnom zadatku (npr. jedna radionica se zove: "Kako napisati stranicu 'O nama' na autentičan i upečatljiv način"), učenja novog znanja (npr. kako pristupiti pisanju sadržaja), i konzaltinga prilagođenog točno određenoj tvrtki (npr. kako bi baš Vaša firma trebala napisati svoju stranicu "O nama")
Radionice se odvijaju u Vaše uredu (grad Rijeka) ili online (sve lokacije - HR i EN jezik), i traju samo 60 minuta.
Dobro su došli Vaši prijedlozi za radionice po mjeri s kojima bismo zajednički mogli riješiti vaš trenutni problem.
Ne znate odakle početi? Želite besplatnu procjenu Vaših potreba? Imate upit ili pitanja?
Kontaktirajte Višnju Željeznjak:
visnja@logit.hr
095/906-0522
www.logit.net/radionice/
We found three companies advertising for the "it consulting services" keyword on Google AdWords. We’ve analyzed their landing pages (the pages you see when you click the ad) from the perspective of a first-time visitor who is ready to buy. Here are our tips on how IT consulting companies can make their landing pages more customer-centric, in order to get more inquiries.
Don't bury yourself in never ending web development process with the "Design first" approach when you can have it all go smooth with one minor change - using "Content first" approach to web development with your web agency.
B2B Website Content Guide
WRITE QUALITY WEB PAGE CONTENT AND GET IT DONE, FAST.
Do you dread writing content for your company website?
● You are not sure what is important to write about...
● or how to write content that makes people buy...
● you're too busy completing other critical tasks...
● all of which makes you put off the writing task...
● which delays the launch of the website for months...
● ... and you can't hire a professional copywriter now.
The B2B Website Content Guide helps you get done with your website content. It tells you what to write about through a series of questions you already know how to answer. Your answers become your content.
U kolovozu 2015. proveli smo istraživanje web stranica 189 hrvatskih izvoznika.
Na temelju istraživanja nastao je ovaj edukativni izvještaj iz kojeg ćete saznati:
- zašto baš izvozne B2B (Business-to-Business) tvrtke trebaju nadprosječno kvalitetne web stranice,
- koje su web sadržaji ključni da biste dobivali više upita,
- kako točno nedostatak tih sadržaja smanjuje prodaju,
- rezultate ispitivanja 15 smjernica koji govore u kakvom su stanju web stranice hrvatskih izvoznika.
Logit is a digital consultancy providing website optimization reports, digital marketing optimization programs, consulting and training services to mature B2B companies who want to get more customers online. This is a short presentation of what we do.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Odlažete zadatke vezane uz digitalni marketing i Vaše poslovne web stranice? Nemate dovoljno samopouzdanja ili vremena uhvatiti se u koštac s tim zadacima? Dobro bi Vam došle nove vještine, znanje, ali i stručan savjet za odrađivanje tih zadataka?
Višnja Željeznjak, stručnjakinja s 20 godina iskustva u digitalnom marketingu, dolazi u Vaš fizički ili virtualni ured i kroz 35+ radionica na teme iz 8 područja digitalnog marketinga pomaže vam odraditi otvorene zadatke.
Trenutno dostupne teme jesu:
- priprema za razvoj novih poslovnih web stranica
- unaprjeđenje postojećih web stranica
- pisanje sadržaja stranica weba
- content (sadržajni) marketing
- društvene mreže
- povećanje posjećenosti
- strategija i planiranje
- mjerenje i analitika
Svaka radionica zamišljena je da bude spoj tri stvari:
1) praktičnih vježbi i rada na konkretnom zadatku (npr. jedna radionica se zove: "Kako napisati stranicu 'O nama' na autentičan i upečatljiv način"), učenja novog znanja (npr. kako pristupiti pisanju sadržaja), i konzaltinga prilagođenog točno određenoj tvrtki (npr. kako bi baš Vaša firma trebala napisati svoju stranicu "O nama")
Radionice se odvijaju u Vaše uredu (grad Rijeka) ili online (sve lokacije - HR i EN jezik), i traju samo 60 minuta.
Dobro su došli Vaši prijedlozi za radionice po mjeri s kojima bismo zajednički mogli riješiti vaš trenutni problem.
Ne znate odakle početi? Želite besplatnu procjenu Vaših potreba? Imate upit ili pitanja?
Kontaktirajte Višnju Željeznjak:
visnja@logit.hr
095/906-0522
www.logit.net/radionice/
We found three companies advertising for the "it consulting services" keyword on Google AdWords. We’ve analyzed their landing pages (the pages you see when you click the ad) from the perspective of a first-time visitor who is ready to buy. Here are our tips on how IT consulting companies can make their landing pages more customer-centric, in order to get more inquiries.
Don't bury yourself in never ending web development process with the "Design first" approach when you can have it all go smooth with one minor change - using "Content first" approach to web development with your web agency.
B2B Website Content Guide
WRITE QUALITY WEB PAGE CONTENT AND GET IT DONE, FAST.
Do you dread writing content for your company website?
● You are not sure what is important to write about...
● or how to write content that makes people buy...
● you're too busy completing other critical tasks...
● all of which makes you put off the writing task...
● which delays the launch of the website for months...
● ... and you can't hire a professional copywriter now.
The B2B Website Content Guide helps you get done with your website content. It tells you what to write about through a series of questions you already know how to answer. Your answers become your content.
U kolovozu 2015. proveli smo istraživanje web stranica 189 hrvatskih izvoznika.
Na temelju istraživanja nastao je ovaj edukativni izvještaj iz kojeg ćete saznati:
- zašto baš izvozne B2B (Business-to-Business) tvrtke trebaju nadprosječno kvalitetne web stranice,
- koje su web sadržaji ključni da biste dobivali više upita,
- kako točno nedostatak tih sadržaja smanjuje prodaju,
- rezultate ispitivanja 15 smjernica koji govore u kakvom su stanju web stranice hrvatskih izvoznika.
Logit is a digital consultancy providing website optimization reports, digital marketing optimization programs, consulting and training services to mature B2B companies who want to get more customers online. This is a short presentation of what we do.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59
Key takeaways:
• Learn how to use ChatGPT to add AI power to your testing and test automation
• Understand the limitations of the technology and where human expertise is crucial
• Gain insight into different AI-based tools
• Adopt AI-based tools to stay relevant and optimize work for developers and testers
* ChatGPT and OpenAI belong to OpenAI, L.L.C.
How IT Companies Can Improve the Landing Pages of Their Free Ebook Downloads: a Website Teardown
1. The B2B Website Teardowns Series
HOW IT COMPANIES CAN
IMPROVE THE LANDING
PAGES OF FREE EBOOK
DOWNLOADS
Increase Downloads of Your Epic Marketing Resources
by Improving Landing Page Copy and Architecture
February 2017
2. A Logit
Production
We optimize B2B websites for lead generation and consult
technology-oriented companies on content design, copy and layout.
info@logit.net
www.logit.net
3. Why Marketing
Ebooks
89% of B2B marketers* use content marketing today, 65% of them use ebooks -
but only 34% feel they’re effective at it.
It makes sense to improve the website landing pages where your customers first
learn about your ebooks. Therefore, if you want to generate more leads with your
marketing content, improve your website copy and architecture.
3*Source: 2017 Benchmarks, Budgets, and Trends by Content Marketing Institute
4. About This
Teardown
We’ve researched dozens of B2B companies that create ebooks to market to their
customers. We’ve analyzed their ebook landing pages from the perspective of a
first-time visitor who is interested in the topic, but unfamiliar with the company.
In this teardown, we show you examples of the pages where ebooks are offered for
download, and suggest best practices for writing and architecting them well.
4
5. 5
Companies Whose Landing Pages We’ve Analyzed
1. advsyscon.com
2. amllp.com
3. crstc.com
4. cwps.com
5. empowerit.com.au
6. epicor.com
7. gradientdata.com
8. greatlakescomputer.com
9. heliontechnologies.com
10. kemptechnologies.com
11. logicalis.com
12. memberevolution.com
13. microsoft.com
14. netfast.com
15. salesforce.com
16. sonicwebtech.com
(NOTE: because these pages were analyzed in 2017, some of them may no longer be online, or could have changed
in design and content.)
7. 7
Good, there’s a clear,
action-oriented headline:
The first part of the headline
tells the visitors what they’re
getting (a free ebook).
The second part names the
exact title of the ebook which is
repeated on the cover of the
ebook - exactly as it should be.
8. 8
The image of the ebook cover,
however, is way too small.
General rule for cover images:
Make the image big enough so that
everything written on the ebook
cover is easily readable, including the
author’s name, subtitles, and logos.
10. Here we have a good
example of a nice, BIG
ebook cover:
● you can read the
full title
● the name of the
author is visible
● the logo of the
company is
discernible
● the photo fits the
topic (cyber crime)
● 3D design of the
cover is awesome!
10
11. There’s one important thing here that
we would like to see more of online:
There is no registration form.
11
The red buttons “Get Your Free Copy
Today”, as well as the ebook cover
image, all link directly to the PDF file.
12. 12
NO, DON’T GATE when:
● your content is intended for customers
who are too uninformed and uneducated to
buy anything from you (the so-called “top
of the sales funnel” content)
● your campaign goal is to maximize reach
YES, GATE when:
● your content is intended for educated
customers who are ready to buy a solution
such as yours (the so-called “bottom of
the sales funnel” content)
● your campaign goal is to maximize the
number of highly qualified leads
Marketers coined a term “gating
content” for when they put up gates
and walls between visitors and content.
14. 14
On this landing page, there’s no
ebook cover at all.
Without the cover, it’s as if the
ebook was not there, as if it
was not “real”. Visitors have a
harder time picturing what
they’re getting when they click
“Download”.
15. 15
The lack of a good ebook cover,
is, however, offset by awesome
previews in the form of
downloadable chapters. No
registration required!
16. 16
Unfortunately, to download the
entire ebook, one must register.
Here’s the form that greets you
when you click the “Download
the entire ebook” button on the
previous page.
17. 17
Unfortunately, to download the
entire ebook, one must register.
Here’s the form that greets you
when you click the “Download
the entire ebook” button on the
previous page.
18. 18
The point: your customers are
smart. Respect your customers.
There’s no reason, other than
marketing, to make them work
harder for the ebook here.
“I’m not giving you all
this info, I know how
to merge those 5
free chapters into
one PDF. Bye.”
21. Too much space is wasted on the fat
header, the fat footer, and the subtitle
that just repeats “eBook”, while there’s
too little “meat” in the middle.
21
23. And when at the bottom of the salad
- we mean page - you click the “Get
Your Copy” link, which BT W should
be a high-contrast button...
23
24. ...you get a second serving of
the salad!
24
The page lacks high-calorie
information about the ebook.
You don’t want to put your
customers on a diet here.
25. 25
There’s also no need to make
the visitor click twice. Put all
your content on one page, the
one where the form is.
26. 26
Good news: the form is clean and
well-designed and, unlike most
forms we’ve analyzed in this
teardown, does not ask for too
much personal information.
31. 31
Why this format might work:
● it’s unusual
● it explains the problem well
● it’s clear what you get
● it’s well-written as a story
● it has customer testimonials
● clear links to the PDF
Why it might NOT work:
● it’s too unusual
● broken expectations (if
visitors expect a classic
ebook landing page)
32. 32
WHEN IN
DOUBT, TEST.
(Use Google Analytics. Check out the 10 most
important metrics to track for B2B companies -
presentation, 19 slides.)
40. 40
Measure the performance of
your squeeze pages over time:
do fewer and fewer people sign
up? Does a decreasing
percentage of visitors convert?
If YES, consider enriching your
squeeze pages with more
content, or embedding them into
your regular website (with
headers, menus, footers and all).
41. 41
On the positive note, the main
content is well-structured and
bite-sized.
We’d suggest little improvements:
● avoid repeating “managed
service provider” so much
● use bold to emphasize
certain words, such as:
“myths”, “data safe”
42. 42
Great job: you’re showing a
sample page on a tablet!
● visitors can get a feel for
the layout, design, and the
density of the content
● it’s clear that this ebook is
readable on tablets (which
many managers use to
read business literature)
44. Here’s another squeeze page
not much different from the last
one in terms of content and
layout, but with one significant
difference:
44
the “About Us” panel is
present.
45. 45
This is Bill, the landing page
architect and copywriter.
Bill works for Epicor, one of the
leading global providers of ERP
business software solutions.
Bill is one of Epicor’s 20,000
employees in 150 countries.
But Bill did not let his employer’s
global brand go to his head. Bill
still felt it was important to have
an About Us section on the
ebook landing page he created.
Be like Bill.
46. 46
On a squeeze page, where most context is often removed, The About Us
panel creates the missing context of what the company sells and to whom.
You can never become too big for an About Us section.
I may check
out this later.
48. Our next contestant looks like
one of those popular one-page
websites, where the entire
website consists of a single
long-scrolling page.
48
On such one-pagers, there are
no individual web pages, so
there is no landing page for
downloading the ebook either.
There are only panels within
the page.
49. Here’s what we mean by panels -
this is the snapshot of the entire
homepage:
49
Here’s the second panel
where you actually download
the ebook.
Here’s the first panel with a
“Download now” call to action
button, which, when clicked,
jumps to the panel below.
(BT W this panel is
unnecessary.)
50. 50
Your important content has
no room to grow. What
you want to say about
your ebook you try to fit
into a small panel.
(Nice short form, BT W. Make it
shorter by losing the “Fill out the
form…” part, it’s implied.)
There are 2 main
disadvantages of one-page
websites compared to
standalone landing pages:
#1
51. 51
It’s harder to link to your
ebooks with elegance, so you
resort to evil* design decisions,
like the one on the blog):
UGH, A POPUP *Yes, we belong to those ”popups are evil” people. And Google agrees (finally).
#2
53. What were we discussing
in the previous slides?
53
54. You should set only one
goal for your ebook
landing page: for the
people to fill out a form
and click “SUBMIT”.
54
This popup is too much
too soon: the visitor is
here to learn about the
threats to their Office
365 data, and you’re
putting the carriage
before the horse by
offering free consultation.
57. Do what Helion
Automotive Technologies
did:
57
Offer free consultation
in the last paragraph at
the last page of your
short free ebook.
(See this screenshot
in their ebook here
- PDF, 14 pages.
The ebook itself is
superb.)
If your ebook educated
the readers well
enough, they will want
to talk to you.
59. Let’s touch on form
conversion rate optimization
(CRO)* some more now.
59
*Conversion rate optimization
(CRO) is a system for increasing
the percentage of visitors to a
website that convert into
customers or more generally, take
any desired action on a webpage.
(Wikipedia)
60. 60
If you’re not happy with
the number of signups for
your ebook, test this thingy
as the first possible culprit.
This is a captcha, an
anti-spam feature, which
has been proven to kill a
certain % of conversions.
This particular captcha is
overly complex (words,
symbols, audio, instructions -
confusing!)
62. On the subject of captchas: test
a simpler implementation, like this
Google reCAPTCHA*, with a
simple checkbox.
*Side note, January 2017: oh,
goodie! reCAPTCHA will soon
become invisible! No more lost
conversions on lead generation
forms!
62
63. 63
While we’re here, let’s improve
this landing page a bit.
● Bold these underlined words
because it makes it quicker
to see what visitors get.
● Instead of “dozens”, say
how many: “38 worksheets
and checklists…” Numbers
attract the eye.
● show Dell logo to increase
credibility. Research
confirms the positive impact
of high-profile logos on
customers.
65. 65
Oh good, this landing page has
social sharing buttons!
(Consider placing them below
the ebook, though.)
66. 66
Great, there’s also a “Related
content” section!
(Avoid shortening (truncating)
headlines with “...”, though, and
do upload unique covers for all
your content.)
68. Such a by-the-(e)book
landing page, with so
many good elements
such as...
68
...a professional cover...
...well-placed trust
badges (just below the
“Download now” button)...
69. Such a by-the-(e)book
landing page, with so
many good elements
such as...
69
...a professional cover...
...well-placed trust
badges (just below the
“Download now” button)...
...wait, what?
72. Quick question: which design
elements on this landing page
stand out immediately?
The red ones, don’t they?
Of the five red elements,
we’re interested in one in
particular:
72
73. Quick question: which design
elements on this landing page
stand out immediately?
The red ones, don’t they?
Of the five red elements,
we’re interested in one in
particular:
73
The one that says “20-PAGE
EBOOK”.
74. This is the one of the few
landing pages in this teardown
that mentions any parameters
of the book itself, such as
number of pages.
Parameters are great because
they set proper expectations
and increase customer
satisfaction with your digital
product.
Let’s see what other useful
parameters you could use to
describe your ebook well.
74
76. Microsoft packed its landing
page with parameters we’d
recommend for all ebooks:
● file size: *very*
important for users on
mobile devices who are
concerned about data
transfer charges
● publication date: invaluable
for technical publications
that get outdated fast
● file formats PDF, EPUB,
MOBI - great for owners
of e-reader devices
76
77. 77
(and we’re NOT talking about
the ebook cover, which you
already know should be here)
79. Here it is. In the Table of
Contents. In the ebook itself.
(it’s actually a 346-page book)
79
80. 80
In fact, people interested in a
comprehensive 346-page ebook about
big data and Azure HDInsight would
have loved to see a Table of
Contents (TOC) published on the
ebook landing page.
82. Sonicwebtech.com capitalizes
well on what Microsoft and
the majority of other landing
pages in this teardown
missed:
82
1. It does not hide the
number of pages.
2. It bundles the “number of
pages” parameter with
related information (the
TOC).
3. It publishes quite a
verbose version of the
TOC (which is a plus).
4. The TOC is well
formatted with bolds and
bullets and empty space.
83. Next, look at how short their form is -
only two fields! It’s the shortest of all
analyzed landing pages.
83
Also, look at how, instead of mentioning file
formats (PDF, MOBI, EPUB...), they talked
about the devices on which their customers
probably read ebooks. This is a good
example of what we content writers call
“adapting copy to ideal buyer personas.”
87. Let us create
an epic landing page layout for your epic marketing ebook.
87
We offer WIREFRAME (MOCKUP) DESIGN services:
1. We take your real content and lay it out beautifully
2. We make sure the page is optimized for maximum downloads
3. We put your customers’ needs first
See the wireframes we designed before on a client project.
Read the MATDAT case study.