Take Your Landing Pages to the Next Level

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Learn some of the most effective marketing best practices and techniques on how to get conversions on landing pages from the Austin HubSpot User Group & Jaxzen Marketing Strategies.

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Take Your Landing Pages to the Next Level

  1. 1. TAKEYOUR LANDING PAGESTOTHE NEXT LEVEL Parker Short, Jaxzen Marketing Strategies
  2. 2. Welcome to Agenda: 11:30-11:50 am - sign in/network/fill out lunch order card 11:50am - Announcements 12:00pm -12:40 pm - Presentation: Take Your Landing Pages to the Next Level 12:45pm - Wrap up
  3. 3. First time at HUG? We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.
  4. 4. Upcoming HUG Events: September 29: Lunch meeting at Flying Saucer October 27: Lunch meeting at Flying Saucer November 10: Happy hour at Inbound in Boston November 18: Lunch meeting at Flying Saucer- The Best of Inbound with HubSpot guest speaker Ari Plaut No meeting in December
  5. 5. Reminders about changes to HUG • We’ll be sending out a survey after each HUG meeting to get your feedback. • If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.
  6. 6. HUG is GROWING Great news: we’ve had record numbers of RSVPs for the last few meetings. In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.
  7. 7. Headed to Inbound?
  8. 8. If 10 members use code: Win a copy of an inbound influencer’s book If 20 members use code: Win exclusive HUG branded swag Group with the most codes used: Entire group gets access to reserved up-front seating during all keynotes & INBOUND Rocks! Already registered and didn’t use the code? Email kelly@jaxzenmarketing.com INBOUND 2016 Prizes for HUGs Our Code: HUGAustin $50 off
  9. 9. INBOUND 2016 Our Code: HUGAustin
  10. 10. TAKEYOUR LANDING PAGESTOTHE NEXT LEVEL Parker Short, Jaxzen Marketing Strategies
  11. 11. HELLO!
  12. 12. WHO AM I? • Parker Short • Co-founder of Jaxzen Marketing Strategies • Fun Fact: My other job is teaching babies to take selfies
  13. 13. NEXT LEVEL AGENDA • Converting more visitors on a landing page • Move leads through the funnel more quickly • Hand them off to sales with more information • Celebrate!
  14. 14. NEXT LEVEL AGENDA • Converting more visitors on a landing page • Move leads through the funnel more quickly • Hand them off to sales with more information • Celebrate!
  15. 15. INBOUND METHODOLOGY Today, we’re mainly looking at here And a little bit here
  16. 16. ONE OTHER NOTE • Landing page - a page designed for a conversion (HubSpot definition) • Landing page - the first page you land on on a website (Google & everyone else definition)
  17. 17. QUESTION What’s the last form you filled out to get an ebook/white paper/ download?
  18. 18. I’M WILLINGTO BET… • That the color of the download button didn’t affect whether you filled out the form • The bullet points didn’t make the difference in you converting • The offer in question was not an extended brochure or feature list • Whether the page said “Free” or “Complimentary” didn’t sway you
  19. 19. I’M ALSO WILLINGTO BET… • What you downloaded helped solve a problem • Helped you learn about something happening in your industry • Had a clear value proposition
  20. 20. “The biggest factor in a landing page being successful is whether or not it offers something valuable to the visitor” - Me, right now (Lots of other, smarter people, too)
  21. 21. LANDING PAGE STRATEGY IS CONTENT STRATEGY • What makes for a good content strategy? • Understand who your target prospects are • Understand what challenges your prospects are facing • Understand what questions your prospects are asking as they move through the buyer’s journey
  22. 22. AWARENESS CONSIDERATION DECISION User Behavior Research & Info Needs Key Terms Content Types BUYER STAGES Have realized and expressed symptoms of a potential prob- lem or opportunity Research focused on vendor neutral 3rd party information around identifying problems or symptoms Troubleshoot Issue Resolve Risks Upgrade Improve Optimize Prevent Solution Provider Service Supplier Tool Device Software Appliance Compare Vs. versus comparison Pros and Cons Benchmarks Review Test Have clearly defined and given a name to their problem or oppor- tunity Have defined their solution strategy, method, or approach Committed to researching and understanding all of the available approaches/methods to solving their defined problem or oppor- tunity Researching supporting docu- mentation, data, benchmarks or endorsements to make or recom- mend a final decision Analyst reports Research reports eGuides & eBooks Editorial content Expert content White papers Educational content Webcase/podcast/video Vendor comparisons Product comparisons Case Studies Trial Download Product Literature Example I have a sore throat, fever, and I’m achy all over. What’s wrong with me? Aha! I have strep throat. What are my options for relieving or curing my symptoms? I can see a primary care physician, ER, nurse or clinic. The ER costs $$$, but are the fastest & I have insurance. Comparison white papers Expert Guides Live interactions Live Demo Buyer’s Journey
  23. 23. NEXT-LEVEL LANDING PAGES • Demonstrate more value before people submit their information • Use content samples to show people a preview • If your landing page is for a webinar, consider making a preview or sample video • Include social proof, if available
  24. 24. NEXT LEVEL AGENDA • Converting more visitors on a landing page • Move leads through the funnel more quickly • Hand them off to sales with more information • Celebrate!
  25. 25. CONVERSION PATH • Knowing which offers to use and when to use them determines your conversion paths • Your awareness offers should lead people to consideration offers • Your consideration offers should lead people to decision offers • If you have your content mapped out beforehand, this is much easier
  26. 26. CONVERSION PATH • Begin with the end in mind • What do you ultimately want a lead to accomplish? (e.g. Demo,Trial, Consultation) • Reverse engineer from there • Before people fill out the demo form, what should they know about your solution?
  27. 27. SIMPLE CONVERSION PATH Traffic Source (CTA,Ad, Email) Landing page with Form ThankYou Page Follow-up email (Avoid using inline thank you messages)
  28. 28. How can we improve on this to move people through the sales process more quickly?
  29. 29. ADD A SECONDARY OFFER Traffic Source LP w/ form ThankYou page w/ secondary offer & form Follow-up email FinalThank You page Follow-up email
  30. 30. THEN INCORPORATE LEAD NURTURING Traffic Source LP w/ form ThankYou page w/ secondary offer & form Follow-up email FinalThank You page Lead Nurturing - level 1 Follow-up email Lead Nurturing - level 2
  31. 31. THEN INCORPORATE LEAD NURTURING Traffic Source LP w/ form ThankYou page w/ secondary offer & form Follow-up email FinalThank You page Lead Nurturing - level 1 Follow-up email Lead Nurturing - level 2
  32. 32. NEXT-LEVELTHANKYOU PAGES • Use smart content to personalize the headline (e.g.“Parker, here’s your copy of this great ebook”) • Use smart content to personalize the next offer’s headline (e.g.“Learn how this checklist can help Jaxzen Marketing Strategies”) • Use smart forms to collect more information
  33. 33. BONUS: NEXT-LEVEL CAMPAIGNS • Organize all of your assets into one campaign • You can clone campaigns, and then you have a starting point for everything, you just need to update the content • MassiveTimesaver
  34. 34. NEXT LEVEL AGENDA • Converting more visitors on a landing page • Move leads through the funnel more quickly • Hand them off to sales with more information • Celebrate!
  35. 35. SMART FORMS AND DATA COLLECTION • Determine with sales what information you need to qualify a prospect • Incorporate that as queued questions on all of your landing page forms • You can try to capture enough information on the second offer to qualify and pass along to sales
  36. 36. NEXT LEVEL AGENDA • Converting more visitors on a landing page • Move leads through the funnel more quickly • Hand them off to sales with more information • Celebrate!
  37. 37. Woohoo!
  38. 38. QUESTIONS?

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