How to Create Meaningful Marketing Experiences Before, During and After Conversion
Post on 18-Jul-2015
How to Create Meaningful Marketing Experiences Before,During and After Conversion
Optimizing your landing page is a noble quest - but it's only one step of the customer's journey toconversion. Image source.
As marketers, we tend to focus (sometimes obsessively) on the conversion.
On our landing pages, we tweak this and that on an endless quest for the perfect conversion rate.It's a noble quest, but an awesome landing page is only one piece of the puzzle.
As Mack Fogelson, founder and CEO of community building firm Mack Web, explained in our recentUnwebinar, landing pages are just one of many touch points that prospects have with you beforethey convert.
To create truly delightful and high-converting marketing campaigns, you need to mind all marketingchannels: your landing pages, paid advertising, blog, website, social presence, event strategy andbeyond.
When all channels are optimized and working together as a unit, everyone wins. You createdelightful experiences for your audience and they thank you by converting (and even spreading theword).
So what does it take to create awesome experiences for your audience before, during and after theconversion? Find out by watching the webinar recording here - or keep reading for a breakdown ofthe key takeaways.
Understand your meaning beyond money
At the core of every business is a greater purpose. It's what motivates entrepreneurs to quit theirday jobs and it's what attracts your biggest brand advocates.
Before you optimize any part of your marketing campaign, Mack says you should step back and ask,"What is my meaning beyond money?"
Take GoldieBlox for example. While the company pay the bills by selling toys to young girls, theirmeaning beyond money runs much deeper, as their founder Debbie Sterling explains in the videobelow:
When she was an engineering student, Debbie was always surprised by how few women were in thefield. That motivated her to create a toy company that would help girls develop an affinity forengineering, science and technology - ultimately working toward closing the gender gap.
It's a purpose that resonates deeply with many of her customers, and adds an undercurrent ofgenuineness and authenticity to GoldieBlox. Mack explained why this is important:
Being authentic is what connects people to your brand.
Beyond that, understanding the core meaning of your business helps you align all your messaging
and marketing efforts - starting with your landing page.
Convey that purpose on your landing page
Mack's client Traveling Vineyard is a wine tasting company that creates stay-at-home jobs forhundreds of women.
When they started working together, Mack found that Traveling Vineyard's messaging acrosschannels felt disjointed and failed to communicate their unique value proposition. Have a look at oneof their older landing pages:
While the landing page had some more obvious design issues (multiple CTAs and cheesy stockphotos, for starters), Mack knew that the ultimate problem ran deeper: Traveling Vineyard neededto better communicate authenticity and genuineness.
After all, as Mack explained, Traveling Vineyard doesn't just sell wine. Their company changes thelives of women by introducing a new passion into their lives and empowering them to work.
With all of this sorely lacking in their messaging, it was time to tell the story of real women on theirlanding pages and across all marketing channels.
Have a look at one of the landing pages they created to this end:
This new page tells the story of Kirby, a real woman who became a wine guide with TravelingVineyard. It includes photos and anecdotes, as well as a testimonial of how working for the companyhas changed her life.
It also goes to great lengths to address fears that potential women might have, culminating in a leadgen form:
But does the new landing page motivate like minded women to become wine guides, too?
The makeover, along with other efforts to align their messaging across channels (which we'll get intobelow), resulted in a 57% increase in lead form submissions.
Sync and optimize all your marketing channels
Once you've got a landing page that effectively communicates the core meaning of your business,your work isn't done.
As Mack explained, your next job is to ensure that the message is being conveyed across allmarketing channels, including:
Your blog posts
Your email marketing
Your social media campaigns
Your paid marketing efforts
Your automated email sequences to nurture leads
For example, once Mack had effectively communicated Traveling Vineyard's purpose on theirlanding page, she got to work on other channels that prospects encountered at every step of thebuyer journey:
Blog posts that told Kirby's story and drove traffic to the landing page
Emails to existing customers to thank them for empowering women like Kirby
Emails to existing wine guides to inspire them to invite their friends and family to become guides aswell
Follow up email sequences that communicated next steps and allowed them to deliver on theirpromise of changing lives
Paid ads on Facebook that told Kirby's story:
All of these optimization efforts took place over the course of a year. As Mack explained, aligningyour messaging isn't a one-off campaign but a long game that adds durability to your company andmakes for a sustainable and successful business.
It leads to evergreen content that people will find valuable for years to come.
And it leads to cohesive marketing experiences connected to the heart of what you want to achieve.That kind of cohesive experience resonates with and attracts prospects who share similar goals.
Start with the why
While Mack acknowledged that the "meaning beyond money" philosophy might sound a bit fluffy, itlends itself naturally to more concrete goals and financial benchmarks. She explained thatunderstanding the why helps you break down the what of your marketing strategy:
If you start with the why, Mack explained, you can then work backwards to establish concretebusiness goals - and the strategies and tactics that'll help you get there.
Over to you. Are your landing pages conveying what matters to you as a business? And does thatecho throughout everything you do?
- Amanda Durepos