B2Best Practice. Landing Pages

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1 B2Best Practice Landing Pages

2 Fill out the information below to download ÒThe Guide to Landing PagesÓ white paper. Lead Capture First Nam e Last Name Company Phone Submit What are landing pages? Landing pages are just what their name implies: the web-page prospective buyers or customers land on after clicking on a link. This web-page is where you acquire a visitor s information through a lead capture form. Whether through an campaign, pay per click (PPC) ad, or social network posting, landing pages give visitors access to your company and content. This way, you can see what potential customers and prospects want, segment them, target those segments, and offer them valuable information. Successful landing pages target a specific audience with a specific message. For example, if you sent out an campaign to customers in the health industry, include a link to a health industry -driven white paper behind a lead capture form. This process captures the information of potentially valuable leads. Landing Pages are designed to: Target a specific audience with a specific message Acquire a visitor s information Give visitors access to your company and content Landing Pages should be used in: Marketing Internet advertising Social network postings On your website In your Blog Landing pages are an important step in the marketing automation process. This document is designed to familiarize your company with the many uses of landing pages and lead capture forms, when to use them, and what to do with the information it generates. 2

3 How to use landing pages and lead capture forms A landing page is the destination of a call -to -action in a campaign, regardless of the campaign channel or media. More often than not, as we are creating these lead capture landing pages, we are creating one-to-one relationships between the page and the attached campaign. PPC The first step in designing a landing page is to map out the path prospects take. Explain this path, include what visitors get at the end, and then deliver on that promise. This builds a trust- based relationship, which you will need when asking visitors to fill out lead capture forms with their personal information. Create a plan by asking yourself (and answering) the following questions: Website CTA Landing Page Where is your call to action going to be? In an ? On social media? Both? What page on your website will that call to action send people to? What do you want them to do on that page? What are they getting from you in return? Usage Tip: Don t send traffic into your homepage. Visitors get confused when they ve clicked to download a white paper and are routed there instead. The goal is to first capture their information by posting valuable content. Highlight landing pages with clear and concise headlines. Not only does this reiterate your call to action, but ensures visitors understand the next steps they ll be taking. The introduction and directions should include a clear offer with consistent and matching language from the call to action to the lead capture form. Don t be afraid to make the same statement a few times because reiterating expectations builds trust. Lead capture forms should be short and sweet. This is often your first touchpoint with a visitor, so we only need concern ourselves with the basics: first name, last name and . Click-through rates are in direct proportion to the number of questions on a page. Since the goal is to engage visitors, nurture them as leads, and convert them to customers, there will be additional opportunities to capture detailed information in the future. Fill out the information below to download ÒThe Guide to Landing PagesÓ white paper. Lead Capture First Name Last Name Company Phone Submit Example: Fill out the information below to download The Complete Guide to Landing Pages white paper. 3

4 When to use landing pages and lead capture forms Landing pages are implemented to capture visitor information. Make it a goal to use them with every inbound advertising campaign. The more interaction opportunities you have for visitors, the more leads you will create. Minimalist landing pages work depending on the offer you are presenting and where that offer is being presented. If you have a high-end research white paper on your website and a visitor has clicked to access that white paper, then you have a right to ask multiple questions (first name, last name, , company, title, etc.). Lading pages may be tied to: Customer Surveys: Sent out on a regular basis or after a customer service interaction Event Registrations: Sign- up forms for an upcoming trade show or webinar series Blog Posts: Posted on your site and pushed out to different networks using a landing page to broaden the scope and increase inbound traffic Redirects: Sending readers to news articles outside your site Microsites: A website within your website, may be built for an annual customer conference, corporate blog, etc. PPC Ads: Landing pages can be tied one-to-one with advertisements in Google, Bing, LinkedIn or other networks. Lead Capture Forms: These may be hyperlinked in an campaign or on your website or embedded on your website as an iframe However, if you have a PPC offering or a document you ve been pushing out on social networks, than minimal questions is a more appropriate way to get the conversation started. Be sure to include a clear message at the top of your landing page with a call to action. Also, provide information about the business problems your content can help solve. Marketers don t often take advantage of the benefits of landing pages and lead capture forms because they don t know how to create them. As marketers, we need to expand our skill set to use landing pages in non-traditional ways. Consumers are increasingly becoming self -starting, self - educating, and self -selling as apart of their digital dialog. Usage Tip: Static forms tied to your website have become obsolete. Now, as people come into your website, through social media or otherwise, they should first go through a landing page that pushes them into the site. 4

5 Getting data from a landing page to the CRM CRM systems knew it was a problem that marketers were manually loading CSV files of leads captured from web- based forms. They ve since developed code that can be added to online forms, so the information people fill out is automatically captured and creates a lead inside of the CRM system. From there, the CRM may have workflow, such as task assignment and opportunity creation, that can apply to the leads. However, this can create a problem when those that fill out the form are considered unqualified leads. Capturing leads from landing pages is the most efficient way to get their information into the CRM system. Salesfusion s system stores leads information until they re ready to be moved into the CRM. Inside of Salesfusion, lead scoring is taking place, a process in which leads are given a numerical score based on activity or lack of activity. This way, if a lead has enough web- related and form- related activity, we can give them a high enough score to move them from Salesfusion into the CRM. This creates a bidirectional flow of information as leads are pushed into the CRM and then extracted back out to be related to the original lead for return on investment (ROI) purposes. From CRM we can auto-assign leads, send triggers and followup campaigns, apply rules and logic, and create landing pages for each channel or campaign. Example: If a lead has visited the pricing page on your website and downloaded several assets, it s possible they should be scored as a hot lead. This tells you: What s happened to the lead? What s their score? What s the lead s status? In Salesfusion? In CRM? Was the lead converted to an opportunity? 5

6 Landing page format and optimization Salesfusion customers use landing page and forms as a mechanism to self -profile and enroll people into different nurture marketing campaigns. These content-driven communications are built inside Salesfusion s Dialog feature. After designing a landing page you need to tie it to social networks with a shortened URL. Salesfusion s shortened URLs, or Itty Bittys, are enabled with Javascript and cookies for network tracking. Itty Bittys extend the life and reach of landing pages and blog posts, and allow better control of your cost-per-lead. When Salesfusion generates social links, the system is syncing with your social networks. Once you ve signed into the site (LinkedIn, Twitter, Facebook, etc.), you then choose the content of your landing page, where you can write a brief introduction and post to groups or individuals. Salesfusion s JavaScript and cookies track which social media sites prospects found your landing page from, even if the landing page doesn t require them to fill out any personal information. If the person who clicked on the landing page later becomes an opportunity and closes, Salesfusion can look back and relate that activity to their account. Usage Tip: Typical landing pages include a title, image, and an offer thumbnail to reinforce what the customer will get. Don t limit yourself to your house file by only marketing to the s you already have stored away - advertise! Even more ways to pump up your landing pages: Embed videos: Marketers are turning to video -based content and housing them on YouTube, linking them in campaigns, and creating demo -based or presentation videos. Create content-specific landing pages: This way, you can tie complementary pages together a videos, PowerPoint, brochures, etc. This allows website visitors to interact with multiple kinds of media and extend the life of each. Offline landing pages: Business cards, brochures, and trade show papers are QR code or PURL driven. Salesfusion QR codes are generated on the same page as URLs. The image can be scanned and take people right to your landing page. These are free to generate and don t increase any print cost, while bringing in inbound traffic. Squeeze pages: These are updated versions of the traditional PPC squeeze page or redirect URL and are created with shortened URLs that have been socially enabled. 6

7 Salesfusion helps small and medium sized B2B organizations drive revenue with smarter marketing. With Salesfusion s smart marketing automation platform, marketing and sales teams are delivering lead-to-revenue results more effectively and efficiently than ever before. Contact Information: [email protected] facebook.com/salesfusion plus.google.com/+salesfusion linkedin.com/company/salesfusion twitter.com/salesfusion youtube.com/user/salesfusionmarketing pinterest.com/salesfusion 2014 Salesfusion Inc.