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.

Facebook third party

How To Navigate Through Facebook’s Ad Targeting Changes

We all know the story: Facebook has been under pressure about how their third-party targeting data capabilities infringe on user privacy since even before the 2016 elections, but they could no longer make excuses once the Cambridge Analytica scandal broke. Now, the company is making a permanent – and surprising – move that may usher in a new era of social media where privacy is king, and user vulnerability is no longer the norm.

For most people that use Facebook, and other social media networks, this is a welcomed shift; but as a marketer, the alarm bells might be sounding. If you’re feeling a sense of dread for all the meetings that need to be scheduled with management to explain next steps, here’s an overview of what you need to know to prepare for and navigate those meetings.

What Exactly is Facebook Changing?

Facebook’s announcement outlined their plan to place restrictions on advertising data usage, with the emphasis on eliminating all public and private third-part targeting; essentially the dissolution of their Partner Categories tool. This tool previously allowed marketers to partner with companies to use offline purchase data to enhance their ad targeting. Some of the targeting that this will effect includes behavioral, purchasing, and household income. This change has a pretty transparent goal: decrease user vulnerability by limiting the way their consumer data is used by other companies.

Why is Facebook Making This Change?

There are several reasons that Facebook is making this change, but the most prominent reasons are the Cambridge Analytica scandal and the new General Data Protection Regulation (GDPR). The scandal put a target on Facebook and drew criticism from users, stakeholders, and others in the social media space. GDPR took effect on May 25, 2018, and aims to give data control back to the people. One way GDPR does this is by requiring companies to gain explicit consent for all data collection they do, as well as transparency about how that data will be used. GDPR is applicable to all residents of EU, no matter where the company in question is located. Additionally, Facebook’s general outlook has shifted from one of arrogance to one of responsibility; making changes like this is the only way they are going to keep the business alive.

How Will These Changes Effect Marketers?

As of October 1, 2018, Partner Categories will cease to exist and any ads that are running using that targeting option will no longer be delivered. In a nutshell, marketers will need to bring their targeting focus inward, and stop looking to third-party targeting to reach their audiences. This is not doomsday; there are plenty of other ways for marketers to target their audiences online.

The first step is to revisit and adjust existing KPIs with Facebook’s new limitations in mind. Trying to meet those expectations without the same tools would have any marketer feeling like a failure. As you review and rebuild your strategies and KPIs, don’t forget to focus more on objectives that align with brand awareness. Operating your targeting within Facebook’s new rules will help you gain and keep the trust of the audiences that you continue to reach, which is an invaluable way to gain long-term brand advocates.

Don’t forget that you have a lot of data on your own. Start to work with your internal teams and your agency to collect that data and find creative ways to use it for targeting and for general content. Upload your existing data lists into your campaigns and start running some targeting to see what results you get. Adjust, repeat, adjust, repeat.

There are also other social media networks that you can use to reach your targets. If you haven’t created company pages on Pinterest, Twitter or Snapchat, now might be the time to start exploring how you can leverage those platforms to access new audiences.

Lead generation laptop

3 Common Lead Generation Mistakes And How To Avoid Them

Every successful sale starts with lead generation. Buying leads is never going to yield the same results as organic leads, but it can be tough to get your design and marketing just right. The effort should not be abandoned, however, since valuable leads help a sales team thrive.

Difficult or not, generating leads is and will remain a high priority for marketers in the years to come. Finding the balance between quality and quantity for leads needs a well thought-out strategy. Here are some of the common lead generation mistakes that you should consider with your internal and external teams while developing your plan for success.

 

Design Mistakes

It’s said that you only get one shot at a first impression, and for lead generation, that first impression is going to hinge on the design of your landing pages. Well, to be fair the first impression really starts with the page load. If your website design doesn’t allow for fast and full page loading, you’ll lose your sale before it even becomes a lead. Your landing pages should also carry over your brand’s overall look and feel. Stay away from gimmicky trends that will confuse your audience about who your brand is and what they have to offer.

 

Keep the design of your landing pages consistent, and follow these basic guidelines:

  •       Keep your form above the page fold
  •       Don’t muck up your lead generation process with too many points for conversion
  •       Don’t busy up your landing pages with a bunch of competing content
  •       Don’t hide your call to action

 

Messaging Mistakes

Your internal research, paired with expert recommendations from your digital marketing agency, should help you craft the right messages for the right audiences. Despite having more access than ever before to all kinds of data, marketers still struggle to find the right message. Here are a few mistakes that marketers make with their lead generation messages:

  •       Ignoring pain points. You should be working with your sales team to identify the pain points in the industry, and you should be using those pain points in your messages. Call out how your product or service can solve those pain points. Sure, you want to talk about your features and benefits, but you need to weave those around a story about how you’ll solve a problem.
  •       Forgetting to nurture leads. Your messaging should be changing as your leads move through your funnel. If you just bombard them with a constant “buy now” message, you’re missing a valuable opportunity to educate your leads and turn them into loyal, long-term customers.
  •       Offering nothing. If you want your leads to give up their professional or personal contact information, you need to be willing to offer them something of value in return – for free. Go through your blog and webinar archives and recycle the content into an eBook or a highlights video with tips and tricks.lead generation mistakes

Form Mistakes

Once your leads are impressed enough with your web design and the value you are offering them in return for their information, you still aren’t home free. Your landing page form is still a point of contact that can make or break your lead generation. Do some A/B testing to find the right balance for your forms, but in general, try to keep them short by prioritizing the information that will be most important for your sales team.  

For more on forms and lead generation be sure to read Is Your Lead Generation Process Killing Your Lead Generation?

Digital Marketing Strategy Goals

4 Goals for Your Digital Marketing Strategy That Go Beyond “Likes”

As the world of digital marketing continues to expand, experiment, and tighten up techniques, it’s time for the industry to buck up and think beyond “likes.” If your management or board of directors is still thinking in terms of attention without substance, the new year is your time to change their thinking.

The “old” digital marketing strategy thinking goes something like this: get all the attention; go viral. The “new” digital marketing strategy thinking is more like this: engagement is greater than attention.

Here are four goals for a digital marketing strategy that will help your company move beyond the stigma of “like” counts to get tangible results on your sales and earnings reports.

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Digital Marketing Mistakes

4 Common Digital Marketing Mistake and How to Avoid Them

While digital marketers might not be able to agree on which social channel is the best, the one thing that every digital marketer can agree on is that we are all pressed for time.

Most of us laugh at the idea of working ~just~ eight hours a day, or having weekends off completely (and forget about a 100% disconnected vacation). We are balancing so many plates, that something has got to give.

If you are looking for ways to increase the amount of time you have available in a day, try to look at ways you can be more efficient. One place to start is by asking yourself if you are engaging in any of these digital marketing mistakes that are wasting your time:

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