Inbound & Digital Marketing Blog

Kami Valdez

Content Marketing & LinkedIn Strategist at Inbound Team
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Why Isn't Inbound Marketing Bringing Me Leads?!

Posted by Kami Valdez

June 16, 2015

"Inbound Marketing will get you leads," they said.

"Start a blog and the leads will pour in," they said.

"This is a waste of time!" you said.

Why-Isnt-Inbound-Marketing-Bringing-Me-Leads-Inbound-Team

When it comes to inbound marketing, just because you publish a few posts that talk about your company does not mean you are going to get the results you are hoping for. There is a lot more to it than that.  

If your inbound marketing is not producing the results you thought it would, take a step back, examine what is going on, find the problem, and then fix it.

To do this I recommend you take a deep breath, take a real look at your content, and then ask yourself these 8 important questions:

1. Do I know my target audience?

The most important thing to consider with any type of content is who you are writing for. If the information you place on your website is not performing like you think it should, it might be because you don't know enough about your prospects.

The first step to creating content is to clearly define your ideal prospect. The better you are at defining your prospect, the better you'll be able to shape your content to serve your target audience.

Download our Precise Prospect Profile Kit and define your ideal prospect.

Precise Prospect Profile Kit

2. Does my content provide solutions my audience needs?

Buyers are at your site for a reason. They need help and they are hoping the information you provide will help them. 

It is not enough just to produce content, you must address the questions and concerns your prospects have. If you are not answering your prospect's questions, they will leave your site and go elsewhere.

The better you are at answering the questions your prospects are asking, the higher you will rank and the more visitors you will get. 

3. Are my blog titles compelling?

The headline is the most important part of an article, because its purpose is to get the reader to read the first sentence. If it falls short, the rest of your content will go unread. 

Concentrate on making your headlines fun, catchy, and magnetic. Ask yourself, "Would this make me want to read on?" If your answer is yes, then you have a winner.

To learn more about creating great headlines, check out this article on how to write enticing headlines. 

4. Am I using the right keywords?

One of the most successful ways to gain more traffic is through the use of Search Engine Optimization (SEO).The better you get at SEO, the more you can increase the amount of traffic that comes to your site.

If you research and discover the keywords that prospects in your target market are using when they search, you will know the terms and phrases to use in your content and you will also learn more about your prospects. 

These important keywords and keyword phrases must be part of your SEO strategy. Place them in your blog title and multiple times throughout your blog post. 

5. Are my images attractive and fun? 

Earlier we said the purpose of the headline is to get the first sentence read. Well, having a great image can give your headline a big boost!

Great images attract readers' attention and will enhance your post. As the saying goes, a picture is worth a thousand words, so make sure the images you use are telling the right story and attracting readers.

To learn more about how to use images to enhance your blog, check out this article

6. Am I adding calls-to-action to all my posts?

Inbound marketing is about so much more than just getting visitors to your site. You need to convert these visitors to leads, and you can do this through having compelling and relevant calls-to-action in your blog posts and on your home page. 

A call-to-action prompts your visitors to take action. CTA's should direct your visitors to a landing page where they will give you their contact information in exchange for a valuable piece of content.

Align your calls-to-action with the information on that page as well as the stage of the sales cycle that person is likely to be in. Help your visitor decide what to do next rather than leaving them to decide that on their own.

7. Am I doing more than publishing content on my own site?

Social media is the perfect medium to let people know you have just published a new blog post. Sharing your content on social media platforms like Facebook, LinkedIn, Google+ and Twitter can help get the word out about your company.

Make sure the content you produce can be easily shared with others. 

8. Am I on the right platform?

There are so many different social media platforms out there, that it would be difficult to be amazing on every single one. Stick with the 3 or 4 that have the greatest potential for reaching your ideal audience.

Your ideal audience spends time on specific social media sites. Those sites are where your prospects are most likely to see your content. 

To find the platform that makes the most sense for you, check out this article on how to choose the right social network for your business.

Inbound marketing is all about working smarter for your web site visitors and earning leads through the great content that you post. You can gain a lot of attention and your site will increase its traffic in a substantial way if you create the kind of content your target market values. As your traffic increases, so will your leads.

Takeaways

  • Clearly defining your audience makes all the difference when creating content and will help ensure your success. 
  • Address the issues that keep your prospects awake at night by creating content that solves those problems using your products or services.
  • Carefully choose your blog titles, keywords, and images so they enhance your content.
  • Convert visitors to leads using appropriate calls-to-action.
  • Sharing content and engaging people on the right social media channels plays a vital role in the amount of website traffic that comes to your site.
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Topics: Lead Generation, Blogging, Inbound Marketing, Social Media


What Is Buyer-Focused Content and How Can You Use It?

Posted by Kami Valdez

May 21, 2015

How do you search for answers when you have a problem you need to figure out? If you're like me, you type your question into Google to find the information you need.

Your buyers do the exact same thing! Over 70% of buyers turn to Google to search for answers when they realize they have a problem and are trying to find a solution. Google processes over 3.5 billion searches a day!

However, not all the content those searches return is good. Content that focuses on a product's features, isn’t easy to find, and doesn't provide the answers to the questions buyers have, will drive them to find their answers elsewhere.

But if that content addresses buyer's needs, provides solutions to their problems, and differentiates from the competition by showing why a product or service is the perfect solution to their issues, buyers will devour it and crave more.

What-Is-Buyer-Focused-Content-and-How-Can-You-Use-It

Focusing on the needs of your buyers by having content that is both engaging and relevant is rewarded with their attention, and if buyers find your product or service to be a fit, their business.

But this kind of high quality content that is buyer-focused can be difficult to create. Below are 3 things you can do to create the kind of content your buyers will love!

#1  Know Your Buyers.

To create content that will attract and inform, you must understand who your buyers are, what they want, what they like, and what they dislike. To get information like this you need to spend time developing your buyer personas.

We have done a lot of the ground work for you with our Precise Prospect Profile Kit. It requires some work, but will be well worth the effort. The better you know your audience, the easier it is to create the kind of buyer-focused content you need to win their business.

Precise Prospect Profile Kit

#2  Know Your Buyers’ Most Pressing Issue, Pain, or Desire.

Understanding the predominant problem that has brought your previous buyers to your door -- especially your best and most profitable ones -- will help you create content that attracts more of those kinds of buyers.

Invite and analyze feedback from these buyers to ensure more content is published around the topics that are affecting them. The better your understanding of what is driving people to seek out products and services like yours, the better your content will be.

#3  Talk About Benefits Not Features

Your content needs to focus on benefits, not features. It will fail if you use it to talk about the features of your product.

A feature is something that is in a product and a benefit is something your customer gets from a product. When you focus on telling your buyers about the most important benefits they will get from using your product or service, they won’t be able to get enough of the information you produce.

So there we have it, three things you can do to ensure you are creating content your buyers will love.

Creating buyer focused content includes: Understanding who your buyers are, knowing their most pressing pain or desire, and talking about the benefits they will get from using your product or service. Do this and you will create content that is buyer-focused that is valuable and engaging, and has the greatest potential of turning those buyers into customers.

Takeaways:

  • Develop your buyer personas to understand who your buyers really are.
  • Address your buyer's pain points and desires with your content.
  • Talk about the benefits your buyers will achieve by using your product or service.
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Topics: Blogging, Inbound Marketing, Content Marketing


4 Easy Steps to a Custom LinkedIn Profile URL

Posted by Kami Valdez

April 23, 2015

When you first sign up for LinkedIn, you are assigned a default URL that includes your name, dashes, slashes, and numbers that is really hard to remember. But LinkedIn allows you to customize your URL and create something unique and memorable.

I recommend you choose something that uses your first and last name and is easy to remember. Your name must be different from every other LinkedIn member, so use your middle initial or middle name if your name has already been claimed by someone else.

Your public profile URL is easy to change, and helps you look like an experienced LinkedIn user, so I don't want to hear any excuses!

Step 1: 

Move your cursor over Profile at the top of your homepage and select Edit Profile.

 Edit-LinkedIn-Profile

Step 2:

Click the gear icon next to your URL link under your profile photo. It will be an address like www.linkedin/in/your-name/92/510/448

 LinkedIn-Public-Profile-URL

Step 3:

Under the Your public profile URL section at the top of the right sidebar, click + Create your custom URL.

 LinkedIn-Create-Your-Custom-URL

Step 4:

Type the last part of your new custom URL in the text box and click Save.

LinkedIn_Public_Profile_URL

 

You will no longer look like a LinkedIn newbie and the URL will look great whenever and wherever you post it.

If you are interested in having us review your LinkedIn profile, click the button below, and we’ll provide you a Free LinkedIn Profile Review.

Get Your LinkedIn Review

 

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Topics: Social Media


5 Crucial Parts to a LinkedIn Profile that Brings You Leads

Posted by Kami Valdez

April 10, 2015

Is your LinkedIn profile powerful enough to get you leads? Before you automatically tell yourself "Sure" and move on to the next article, think about it for a minute.

Does your profile get you leads? It can, you know. But for your profile to get you leads on LinkedIn, there are 5 crucial components it must have.

5_Crucial_Parts_to_a_LinkedIn_Profile_that_Brings_You_Leads

Most profiles I review on LinkedIn look like they were thrown together in 10 minutes, over 5 years ago, and have barely been touched since. LinkedIn can be very powerful for bringing you leads, so having a strong profile should be a priority.  

Take a look at your own profile right now. Go ahead and pull it up. Don’t worry, I’ll wait…

Got it? Great! Let’s do a quick review of the 5 crucial parts that, if optimized, will help bring you leads.

1. The Headline. Read your headline. Does it tell WHAT you do, or does it state your title? I know, I know, you worked hard for that title, but a title like "President at" or "CEO at" isn’t going to help you get leads. And that is one of the main reasons you are on LinkedIn, right?

Your headline needs to convey what you do to help solve your client’s problems -- using words potential clients would use to search for you. Spend a few minutes thinking about those keywords, and replace your current headline with them, like our President, Clarke Bishop:

Clarke_Bishoop_Inbound_Team_LinkedIn_Profile


2. Your Profile Picture. Look at the picture you uploaded to LinkedIn. Is it a picture of you and your significant other? Or you and your pet? Or, worst of all, a blank avatar? Augh!

Your picture should be professional. You should be facing forward or slightly toward the text on the page. You should be smiling and your attire should reflect what you would wear to an interview.

You should look like someone people want to know. This may be the only impression you get to leave with someone -- so make it a good one!

 

3. LinkedIn Public Profile URL. Your public profile URL should be customized to say your name or what you do. The last thing you want to do is leave it as your name with a bunch of numbers after. Nothing says amateur LinkedIn user like a profile URL that is not customized.

This is such an easy fix. Move your cursor over “Profile” at the top of your homepage and select “Edit Profile”. Under your profile picture is the link to your public profile URL.

Click the edit icon (pencil) next to your URL. On the next page at the top right, click on the edit icon again and type the last part of your new custom URL, like so:

 Edit_Public_Profile_URL_Inbound_Team

 

4. Summary. Your summary should not read like a resume, listing all your accomplishments, the awards you’ve won, and what you do at your job. You can spend one or two paragraphs telling your story and what makes you credible, but do it in a way that speaks directly to your target audience and make it relevant to their needs.

It should explain who your ideal clients are and what solutions you offer to solve their problems. You should know what pain points your ideal client has and what your company does to remedy them.

End your summary with a call to action -- what you want them to do next. This is how you close the deal.

 

5. Shared Content. LinkedIn is a business community and sharing costs you absolutely nothing, but be sure to share information your client will find useful. The better the content you share, the more trust you build.

Share things your audience cares about, as doing this will help you build credibility and trust. The more content you share, the more you’ll show up on other feeds. People will feel like they know you and you can be trusted as an expert.

Sharing content gives people the opportunity to interact with you. They will look at your profile, and if you have put in the effort to improve your profile, you can’t help but get leads.

 

If you are interested in having us review your LinkedIn profile, get your Free LinkedIn Profile Review by clicking below.

Get Your LinkedIn Review

Tell me what you think. Is there a part of the LinkedIn Profile I missed that you feel is very important for getting leads?

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Topics: Lead Generation


5 Steps to Win Content Marketing MVP

Posted by Kami Valdez

March 20, 2015

Are you playing to win when it comes to content marketing? The key to content marketing success is sharing valuable and interesting information, consistently, that draws in your readers and keeps them reading.

win-content-marketing-mvp

You need a game plan--a process to produce and consistently deliver information your readers will quickly devour. Below are the steps needed to help get you started on your own game plan and win with your marketing.

Follow these 5 steps to become a content marketing MVP:

1. Perform a Content Marketing Audit

Pull all your existing marketing collateral together, such as current web pages, printed material, slide decks, blog posts, advertising, brochures and any old material hidden away in filing cabinets or folders that might be put to good use.

Analyze what you have, how effective it’s been, and then consider what objectives you hope to accomplish. Ask yourself, “What is my goal?" With this knowledge, you can determine the gap between where you are and where you want to be and create the content you need to reach your buyer.

2. Create your Content Marketing Strategy

This will provide strategic direction on how your marketing content and content marketing processes will help you achieve your business goals. Your content strategy should be directly related to your business objectives and your customers’ needs.

You need to document your strategy. To properly plan content, you should clearly list the goals your business has and then prioritize them. Then, create objectives that help you reach these goals. Review your content and ask how well the content matches or serves these goals and objectives. Then you will have no problem creating meaningful content that achieves your goals because it stays on message.  

3. Develop Well-defined Targets

To make content marketing work, you need to understand who you are selling to. Your blogs, email marketing, white papers, videos, e-books, podcasts and advertising all need to speak to your buyer. The best way to keep visitors engaged with your site and company is to set business goals and then create content that helps you meet them. With your goals in place, you can create content that serves those goals.

Determine your target audience and build buyer personas or profiles for each sector you intend to target. You can then build an editorial calendar to plan the content you are going to deliver to each audience.

4. Compose and Distribute Great Content

The content you create will depend on the objectives outlined in your content marketing strategy. Remember to create the kind of content your target audience will actually care about.

Simply creating good content isn’t enough, you need to distribute that content to reach people. Your distribution plan will be guided by where your target audience consumes content. Make sure your content is easy to share to encourage more engagement and sharing.

5. Monitor, Measure and Make Improvements

Most important, you need to measure your progress on an ongoing basis. These metrics will provide you with valuable information on what’s working and what can be improved upon.

The metrics will also provide insights into developing new opportunities for engagement and content delivery and will guide your strategy and content marketing system moving forward.

By creating great content, developing a strategy, defining your target reader, composing and distributing your content, and measuring your success, you will become a true content marketing MVP.

If you need some extra help creating a content marketing plan for your business, use our Content Marketing Kit. Or you can always give us a call.

Are you a content marketing MVP? Please share the tricks and techniques you have discovered that are delivering the best results for your business.

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Topics: Inbound Marketing, Content Marketing


How To Get Prospects To Listen To Your Marketing

Posted by Kami Valdez

February 18, 2015

shutterstock_158199479

Do you know your clients? Really know your clients? Do you understand what puts them over the moon and what keeps them up at night? Are you listening? Or are you so busy talking about you, that you know nothing about them?

Here’s the truth. No one cares about you. People are only interested in themselves. The only way to get someone to pay attention to you is if you are talking about what interests them!

Knowing your audience is essential for inbound marketing success. Every individual prospect will be different, but there are things they have in common, and you can use these commonalities to create marketing personas that will make your prospects think you are talking directly to them, about them.

Marketing personas should represent your best clients. They give guidance for molding your future products or services. They help with the decision making process of your marketing strategies. They direct your sales and marketing teams in knowing what to say.

Here's a simple three-step guide to help you create a marketing persona:

  1. Identify your ideal client(s). You need to gather the basic facts about them like: What's the size of their company? What industry are they in? Are they a new startup or an established business? Where are they located? Questions like these will help you define who they are.
  2. Know what they like. Identify the things that they actually buy and use or how they spend their money. Based on these facts, you will know what and if they are willing to pay for your products or services.
  3. Find out their drivers. What desired result are they seeking? What problems do they need to have solved? Knowing the answers to these questions will help you understand the wants and needs of your ideal clients so you can speak their language.

These are just a few basic things to remember when creating your marketing personas. Spend some time getting to know your ideal clients better, and you will discover your best prospects will hang on your every word.

If you need some help creating the perfect marketing persona for your business, download our Precise Prospect Profile Worksheet. Or you can always give us a call.

Precise Prospect Profile Kit

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Topics: Lead Generation, Small Business Marketing, Inbound Marketing, Content Marketing


Top 5 Reasons You Should Be On LinkedIn

Posted by Kami Valdez

December 30, 2014

LinkedIn is the social network where business professionals are spending their time. You can generate leads, build relationships, improve your reputation, gain insights, establish thought leadership, build online communities, and so much more.

5_Reasons_You_Should_Be_On_LinkedIn

In today’s business world, relationships are more important than ever and professional networking has never been as critical and necessary as it is today. Here are a few reasons everyone should be on LinkedIn.

  1. Show others who you are.

A LinkedIn profile shows people who you are, what you know, where you’ve been, what you’ve done, and what you are interested in. Showcase your abilities and let people know why they should hire you or do business with you. A great profile lets others see not only your professional side, but your personality as well.

  1. Get noticed.

To be found, you should be where other professionals are searching for you. That perfect company or perfect client could be looking for someone like you right now on LinkedIn. People change jobs, switch careers, and start new businesses all the time. Being active on LinkedIn will allow opportunities to come directly to you.

  1. Connect with others.

LinkedIn was built for networking. Connect to the people you know from school or through work. You can also discover key people that could help you get your foot in the door or could potentially be great clients.

  1. Share what you know and learn from others.

Join groups with the same interests, where you can share information and discuss ideas. Learn more about your specific niche from renowned people within that industry. Answer questions and demonstrate know-how to build your reputation and help others see you as an expert.

  1. Generate leads.

Connect with prospects on LinkedIn. Research ideal prospects and then nurture the relationship by sharing content. Offer a free e-book or whitepaper and, using a call to action, direct them to download the information giving you a warm lead. Continue to provide them with great information to move them down your sales funnel.

LinkedIn is by far the most important social network for business professionals.It is the platform that is serious about business with people that are passionate about their professions. You need to be on LinkedIn to take full advantage of all it has to offer. So tell me...what’s stopping you from being on LinkedIn?

p.s. Feel like your profile isn't as good as it could be? Click the button below to get a FREE LinkedIn Profile Review.

Get Your LinkedIn Review

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Topics: Social Media


Email Marketing Tips

Posted by Kami Valdez

April 14, 2011

Successful Email Marketing (CV301)

You can easily manage email marketing yourself, but if your business relies heavily on email marketing and your time is at a premium, you may want to seriously consider using an email service provider. ESPs are extremely convenient for many businesses because they take the industry’s best practices and automate them for you. They save you time by dealing with headaches businesses typically don’t have time to deal with such as managing new subscribers, handling email bounce-backs, removing unsubscribers, and tracking delivery results. If you’d prefer to manage your own email marketing campaign, then read on.

Email Marketing Tips

Image by: digitpedia

Connect with your prospects

The first step is to establish quality connections with prospects who would be most interested in your product or service. Place a signup form or guest book on your landing page for people to join your email list. If visitors find your Web content useful in helping them solve their problems, they will most certainly leave their contact information in hopes of learning more. These are the types of quality connections you want when building a reliable email list. When you give people the choice to send their contact information, you’re enacting permission-based marketing – the type of marketing that offers the best quality leads. On your signup form, clearly describe the nature of your email content and how frequently you plan to send it. In addition to name and email address, be sure to include a category where prospects can discuss their interest in your business. Knowing your prospects’ interests is extremely valuable. It enables you to direct specific email to those with a clear interest in your topic.     

Create valuable email content

There’s only one reason why prospects would leave their contact information for you – they find your content so valuable, they want to learn more! When crafting email content, keep asking yourself, “Is my content informative?” If your emails are considered valuable enough, leads will forward them on to their colleagues or print them off for reference. Valuable content should be educational – it should give guidance and direction on how to solve common problems within your industry. It’s equally important that your content promotes your product or service and relates to your audience. Keep in mind that a key objective of email marketing is to build deeper relationships with your customers. 

Determine your email format

Email format depends on your objective. Newsletters are used to communicate educational content and typically contain lots of text, few images, and soft calls to action. They are often written in a concise summary format with bulleted points, and are distributed weekly or monthly. Promotional content usually contains more images and less text. The distribution frequency is contingent upon your business and the stage of the sales cycle. Promotional content includes strong calls to action that entice prospects to click your ad images. Announcements are triggered around specific events such as press releases, holiday greetings, or thank you cards. Email distribution times should be tracked in a master schedule. Determine when your audience is most likely to read your email (day of week, time of day) and develop your email frequency around it. 

Prevent your email from getting ignored

Lots of marketing email ends up in spam folders or trash cans. To counteract this, there are a few tricks you can use to maximize the chances of your email being read by its recipients. In the “From” line of your message, use a name that your recipients are most likely to recognize. In most cases, your brand name would be an ideal choice. Keep your “Subject” line short and concise (30-40 characters including spaces). The subject line should be a phrase that clearly promotes the immediate benefits of your email. Use words that are attention grabbers. For instance, if you’re emailing a newsletter, avoid generic subject titles like “monthly newsletter.” Use titles that draw instant attention like, “Turn Leads into Cash-Paying Customers.” Avoid using titles that may be misconstrued as spam.

Track your results

It’s a good idea to track your click-through rates (CTR) – the level of interaction received from links in your email. By imbedding HTML tracking code within your links, you can easily monitor which ones receive the most clicks. This is a great way to identify which links your audience finds most interesting. If you’re able to identify who likes certain topics of interest, you can target individual leads with information they would find most useful. CTR is also beneficial in weeding out which ads are underperforming and require optimization. Low CTRs can result from an unclear opt-in process, marketing to the wrong target audience, poorly written subject lines, confusing email design and layout, and lack of urgency created in calls to action. 

 
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Topics: Lead Generation, Inbound Marketing


Inbound Marketing - Lead Nurturing

Posted by Kami Valdez

April 1, 2011

Inbound Lead Nurturing (CV201)

Would you like to generate 50% more sales-ready leads at 30% lower cost? Did I hear a resounding yes? Inbound lead nurturing makes this possible. Lead nurturing is all about building and maintaining relationships with qualified prospects regardless of where they’re at in the buying process. To retain early stage leads, it’s extremely important that you have a well-defined nurturing process laid out.

Who needs nurturing?

First, define your ideal customer profile. Isolate what type of buyer would be most interested in your product or service. To find your best prospects, make sure your target market is clearly defined. Consider how long the nurturing process will take before your prospects become sales-ready. Most prospects who visit your website are interested in checking out the products or services you offer before making a purchase decision. Your objective as a marketer is to transform them from leads into customers by keeping them engaged in relevant and personalized communication. 

Create a dialogue

When you’ve identified your prospects, it’s time to qualify them. When they land on your landing page, use your inquiry form to acquire basic yet valuable information about them. Refrain from using a form that asks too many questions – being bombarded with too many questions too early on in the buying process is a big turnoff for prospects. Set up an automated inquiry email response so prospects receive an immediate acknowledgment in their inbox. Subsequent email should be crafted in a way that conveys relevant and personalized dialogue. Its content should not only demonstrate your expertise, but should contain information prospects need in order to move forward in their buying process. Gauge closely where your leads are in the buying process and develop your email track around it. 

Cultivate relationships

Unlike email blasting, lead nurturing offers precise targeting. When leads fill out your inquiry form, they’re revealing specifics about their interest in your offerings. This is valuable data you can use to cater to their individualized needs in subsequent nurturing emails. Once leads express interest, develop your relationship further. Send them additional content that illustrates how your expertise can help solve their problems. If you cultivate leads during the early stages and intensify their interest with compelling content, they’re far more likely to become buying customers. 

 

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Topics: Lead Generation, Inbound Marketing, Conversion


Inbound Marketing - Landing Page Landings

Posted by Kami Valdez

March 21, 2011

Calls to Action & Landing Page Best Practices (CV101)

Did you know you can double or even triple your conversion rates by making just a few simple adjustments to your landing pages? Landing page optimization is one of the easiest ways to boost your website’s performance. To motivate a customer to buy, sometimes all it takes is making a small change to a button or tweaking a headline.

Inbound Marketing Landing Page Landings

Image by: egmTacahopeful

Try it for Free!

The first thing to know about landing pages is that they need to convey a call to action – your page needs to create a sense of urgency. Use persuasive language that stirs consumer emotions and compels them to take action! Be specific about the action you want them to take. When visitors click on a button that says, “Get your free eBook here,” ensure that the button redirects them to a page where they can actually get their free eBook. Some marketers create deception by creating buttons that redirect visitors to a page completely unrelated to the button they clicked on. Bad idea! This only frustrates people and prompts them to go elsewhere. Instill trust in customers by being genuine about your calls to action. Follow through and give customers what you say you’re going to give them.

Make it clickable and colorful!

When creating calls to action, use clickable, eye catching images to direct people to your landing pages. It’s good practice to make an entire ad image clickable – it reduces confusion about where to click. If your images are interesting enough, people won’t be able to resist clicking on them! It’s also good form to use consistent visual style between the clickable ad image and your landing page. Color is important! You want your colors to compliment each other nicely. Make sure there’s stark contrast between words and the background they’re placed upon. Colors should make sense – if your call to action button says something like, “Save money now,” it would make good sense to use a green color so people will subconsciously associate it with money. Also, if you have multiple buttons on a single page, make each one a different color – this will allow visitors to easily differentiate between them.

Is your customer having happy landings?

Arrange your landing page layout so it's simple and well organized. Your most important information should be placed at the top of the page. Visitors should not have to use the scrollbar to find your most valuable content. Strategically place your buttons in locations that are easy to find. People hate wasting valuable time searching for stuff! So, a word of wisdom – make things as easy as possible for your customers to find. Don’t force them to go hunting for it or they just might use their “Back” button! From time to time, check the functionality of your buttons to make sure they’re pointing to the right locations. Again, consider the frustration factor – people have little tolerance for broken links. Preserve your professional reputation by maintaining connectivity to all links. Also, monitor the effectiveness of your calls to action. If one call to action is not generating traffic, switch it out for another one. Experiment until you get the results you’re looking for.

Which flight path is your landing page taking?

When designing a landing page, place yourself in the shoes of your customer, “Why am I on this page and where is it supposed to take me?” Make sure that you’re fulfilling the primary purposes of the page – creating enough urgency that it prompts visitors to take action, and pointing them to where you want them to go. Just in case visitors missed your primary call to action at the top of your page, place a secondary call to action at the bottom. Make your page navigation clear and easy for people to understand and you’ll get them where you want them to go. Check out Jacob Gube’s blog for some good examples of call to action buttons.    

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Topics: Lead Generation, Inbound Marketing, Conversion


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