What are landing pages and why are they so under-utilized by associations? Join this webinar to learn the fundamentals of landing pages—how to construct them, when to use them and how to track them. Then, move on to understanding how landing pages are used in today’s content-driven digital marketing campaigns to attract prospects so your organization can grow.

1. Landing Pages
Adam Higgins, Technical Project Manager

2. Integrated eMessaging
For over a decade, Adam functions as a marketing and
business analyst for non-profits and associations. In 2013,
Adam joins HighRoad Solution as the technical project manager
to manage eMarketing and digital communication
implementations.
Throughout Adam’s career, he bridges the gap between the
business units and information technology department. Adam
began his career at the Los Angeles County Department of
Community and Senior Services where he developed and
managed databases for thousands of Workforce participants.
Moving on to Western Growers in 2006, Adam managed the
enterprise association management system (AMS), and
oversaw web development, design, and analysis for websites.
Adam Higgins is a graduate from California State University,
Dominguez Hills. He’s a Los Angeles native that now resides in
Atlanta, GA with his wife and son. Adam is one of the few men
that enjoys wearing a suit and tie to work.

3. Integrated eMessaging
Landing Pages
A Simple Page with a Purpose

4. Integrated eMessaging
Landing Page Defined
• A Simple Web Page that Visitors can
“Land” on
• Distinct from Your Web Site
• Specific Focus
• One Call to Action
• Starts a Progressive Funnel to
Conversions

5. Integrated eMessaging
Landing Page vs Homepage
• Home Page
– Consist of a Starting Point
– Several Options and Navigation
– Mostly Recurring Visitors
• Landing Page
– Starting Point To Specific Funnel
– Minimal Navigation
– New Prospects

6. Integrated eMessaging
Homepage

7. Integrated eMessaging
Landing Page

8. Integrated eMessaging
Building the Landing Page
• What exactly is being offered?
• What are the benefits of the offer?
• Why does the viewer need the offer
NOW?
• How does the user get the offer?

9. Integrated eMessaging
Perfect for Associations
• Inherently Setup to Help Members
• Massive Data in CRMs and AMS
– Purchase History
– Demographics
• Churning Content for Years
– Publications
– Research Study

10. Integrated eMessaging
Use Cases
• Whitepaper
• Research Studies
• Coupons
• Member Service Consultations
• Event Discounts
• Magazine Subscriptions
• Membership Trials or Discounts

11. Integrated eMessaging
Inbound Marketing
Landing Pages Generates Prospects

12. Integrated eMessaging
Inbound Landing Page
• Aligning Content with Prospect Interest
• Optimize for SEO
• Use Landing Pages to Start a
Conversation
• Provide Valuable Content For Free

13. Integrated eMessaging
Inbound Lead Generation
• In Return, Get Permission to Market to
Them
• Continue to Engage and Interact
• Convert the Lead to a Member

14. Integrated eMessaging
Inbound Vs. Outbound
• Inbound
– Two-Way Communication
– Content Provides Value
– Leads Seek You: Search Engines, Referrals,
SEO
• Outbound
– One Way Communication
– Content Provides No Value
– You Seek Leads: Via Print, Cold Calls, Ads

15. Integrated eMessaging
SEO
• Customer Begin Online Searching
• Focused Content to Attract Leads
• Consistent Educational Content Leads to
Better SEO

16. Integrated eMessaging
Member-Centric Content
• Content with Context
• Trade Organizations
– How Can I Be a More Profitable Business?
• Professional Society
– How Can I Be Better in my Career?

17. Integrated eMessaging
Gaining Permission
• A Barter Exchange Happens
• Real Permission to Start a Relationship
• Different From Implied and Legalistic
Permission

18. Integrated eMessaging
Two Way Communication
• Multi-Channel Marketing
• Converse with the Customer Via Their
Preferred Channel
• Behavioral Marketing with Triggers
• Personalized Interactions via Marketing
Automation

19. Integrated eMessaging
Questions?
Any questions regarding today’s topic?