Optimizing B2B Landing Pages is Easier than You Think

We’ve all been there: we created amazing B2B content and we’re ready to share it with our industry. We build a landing page, sit back, and wait for the leads to roll in.

Except, the leads don’t roll in. Your conversion rates are poor, and you start to dread your monthly and quarterly reports.

Instead of giving up on your content, make a plan to review, test, adapt, and keep testing your B2B landing page; chances are there are a few quick and easy edits you can make to optimize your results.

Of course, we’re all familiar with the most common tips for landing pages:

  • Break up content with bulleted lists
  • Focus on benefits instead of features
  • Use images and videos
  • Go easy on the color and font choices

There are, however, some basic concepts that get forgotten as marketing technology advances. Optimizing B2B landing pages is easier than you think, because at the heart of this marketing tactic is one mantra: keep it simple.

Stay Focused

Marketers understand the need to focus their content and landing pages, but often get pressure from executive management to include additional content that is unnecessary and distracting. There are a few times when a marketer needs to stand firmly, and this is one of those times. Here’s the thing about B2B landing pages: they are niche, and often times the content can be quite involved. Since you will already be explaining difficult content, you shouldn’t distract your leads with too much fluff and unnecessary content. Now this doesn’t mean your landing pages need to be bare bones – in fact we’ve found that in-depth content can improve pipelines – but the information that you do include should be pinpointed to the topic at hand. Remember: your goal is to collect their information, tag their interests, and then use that data to retarget them with relevant content.

Once you have your landing pay content dialed in, be sure not to forget your manners and add a simple “Thank You” page that will appear once a user has filled out the form.

Make it Easy

One of the fastest ways to crash and burn your conversion rates is to make your content difficult to access. People are feeling a stronger pull to protect their personal data, and they don’t want to waste time filling in lengthy forms with required fields. Include less fields on your forms, make your forms progressive, or, at the very least, use a mix of required and optional form fields to keep your lead from abandoning the process. Collect only what you need in order to follow up; additional information can be gathered during follow up. When your forms are long, they also take up a lot of space on your landing page. Keeping your forms short and focused allows you to use that space for more relevant page content that can help convert your leads.

Be Trustworthy

It’s one thing for a company to shout loudly that they are trustworthy, but it’s another thing for them to show that they are trustworthy. Haven’t we been told for generations that “actions speak louder than words?” One way to do this is to use testimonials about your content and your services. When you use testimonials, include company names and logos, as well as the name, title and even image of an actual person. This might be more difficult to get, but it is worth the work. Another way to show trustworthiness is by including a privacy policy notice on all landing pages. Companies that aren’t transparent about how they plan to use information will surely stand out, but for all the wrong reasons.

These easy tips are worth paying attention to because they work, but they just scratch the surface of B2B landing page optimization. The best way to get the most out of your landing pages is to embark on creating truly customized experiences for your leads. This next-level optimization is the most up-to-date, and most effective, tactic that digital marketers can use. Drop us a line if you aren’t sure how to get started, or need help revamping a low-performing B2B landing page! We specialize in translating today’s digital marketing techniques into actionable, lead-generating campaigns.

Paid Media Manager

Paid Media Manager

Digital Style is seeking an experienced Paid Media Manager to develop and run PPC campaigns on LinkedIn, AdWords, Facebook, Twitter, YouTube, display, and programmatic.

In this role, you should be well-versed in principles of paid media, SEM, SEO, and digital marketing. You should also be analytical and good with numbers.

Your goal will be to ensure and demonstrate to clients that our online marketing efforts have the highest possible return on investment.

We’re a small, cohesive team and an organization with tremendous opportunity to make your mark. If you’re passionate about what you do, a self-starter, and looking to make a difference, we’re looking for you.

Skills and abilities we are looking for:

  • Developing strategy, launching, and optimizing PPC campaigns
  • Monitoring budgets and overseeing search platform accounts
  • Tracking KPIs and producing useful reports for clients
  • Participate in developing and forming effective paid search and paid social strategies
  • Launch, optimize various PPC campaigns for multiple clients on multiple platforms (including, but not limited to: LinkedIn, AdWords, Facebook, Twitter, YouTube, display, and programmatic.)
  • Oversee accounts on search platforms (e.g. Google AdWords, Bing)
  • Be involved in keyword selection and audience targeting
  • Monitor budget and adjust bids to gain better ROI
  • Identify and track KPIs to assess performance and pinpoint issues
  • Produce reports and dashboards for clients on daily, weekly and monthly bases
  • Write attractive and concise copy for adverts
  • Suggest and develop new campaigns across multiple channels
  • Maintain partnerships with PPC ad platforms and vendors
  • Find ways to reduce risk of click fraud
  • Keep abreast of PPC and SEM trends

Requirements:

  • Proven experience as a PPC Manager or Digital Marketing Specialist
  • Experience in data analysis and reporting
  • Knowledge of SEM, SEO, and digital marketing concepts
  • Familiarity with multiple platforms (e.g. AdWords, Facebook, Bing, LinkedIn, etc.)
  • Working knowledge of analytics tools (Google Analytics, Tableau, WebTrends, SuperMetrics, Google Data Studio, etc.)
  • Understanding of HTML and XML is a plus
  • Proficient in MS Excel
  • Excellent communication skills
  • Analytical thinking with strong math skills
  • BSc/BA in Marketing, Digital Media or a related field
  • AdWords certification is a plus

Perks

It’s a great opportunity to make your mark and build your skills. And you’ll be working with a fun team who was named one of San Diego’s 2018 Best and Brightest Companies to Work For®! We also offer health/dental/vision insurance, a 401(k), flexible hours, paid sick and vacation, free lunch Fridays, fun employee events, an endless supply of healthy and not-so-healthy snacks, and weekly happy hours on our awesome deck overlooking the marina.

Does this sound like something you might be interested in? Drop us an email at careers@getdigitalstyle.com and provide a link to your resume. We look forward to hearing from you!