Download - Take Your Landing Pages to the Next Level
TAKE YOUR LANDING PAGES TO THE NEXT LEVEL
Parker Short, Jaxzen Marketing Strategies
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
First time at HUG?
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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
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TAKE YOUR LANDING PAGES TO THE NEXT LEVEL
Parker Short, Jaxzen Marketing Strategies
HELLO!
WHO AM I?
• Parker Short
• Co-founder of Jaxzen Marketing Strategies
• Fun Fact: My other job is teaching babies to take selfies
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!
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!
INBOUND METHODOLOGY
Today, we’re mainly looking at here And a little bit here
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)
QUESTION
What’s the last form you filled out to get an ebook/white paper/download?
I’M WILLING TO 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
I’M ALSO WILLING TO BET…
• What you downloaded helped solve a problem
• Helped you learn about something happening in your industry
• Had a clear value proposition
“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)
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
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
TroubleshootIssueResolveRisks
UpgradeImproveOptimizePrevent
SolutionProviderServiceSupplier
ToolDeviceSoftwareAppliance
CompareVs.versuscomparison
Pros and ConsBenchmarksReviewTest
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 reportsResearch reportseGuides & eBooksEditorial contentExpert contentWhite papersEducational content
Webcase/podcast/video
Vendor comparisonsProduct comparisonsCase StudiesTrial DownloadProduct 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 papersExpert GuidesLive interactions
Live Demo
Buyer’s Journey
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
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!
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
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?
SIMPLE CONVERSION PATH
Traffic Source (CTA, Ad, Email)
Landing page with Form Thank You Page
Follow-up email
(Avoid using inline thank you messages)
How can we improve on this to move people through the sales process more quickly?
ADD A SECONDARY OFFER
Traffic Source
LP w/form
Thank You page w/
secondary offer & form
Follow-up email
Final Thank You page
Follow-up email
THEN INCORPORATE LEAD NURTURING
Traffic Source
LP w/form
Thank You page w/
secondary offer & form
Follow-up email
Final Thank You page
Lead Nurturing - level 1
Follow-up email
Lead Nurturing - level 2
THEN INCORPORATE LEAD NURTURING
Traffic Source
LP w/form
Thank You page w/
secondary offer & form
Follow-up email
Final Thank You page
Lead Nurturing - level 1
Follow-up email
Lead Nurturing - level 2
NEXT-LEVEL THANK YOU 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
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
• Massive Timesaver
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!
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
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!
Woohoo!
QUESTIONS?