6 Landing Page Mistakes That Are Killing Your Online B2B Marketing
Landing pages are part of your website but in a way are not your website. Landing pages are used for specific things like an email promotion or as a destination URL in a Google AdWords campaign. The idea here is that a landing page gets people to do 1 thing.
Here are 6 mistakes that are killing your conversions.
1. Taking everyone to the home page. Far too often B2B selles send all their website traffic to their home page. This is a big no no. Your website's home page has far too many choices and options when they arrive at your home page. For most marketing purposes use a landing page that asks your prospect to do only 1 thing.
2. Boring headlines. So now that you've made a few landing site, don't blow it on the headline. You have a fraction of a second to make and impression so don't be boring. The best headlines address problems and get people to want to continue reading. Your headline should seem editorial, or if it was written for a newspaper.
3. Using your normal site design. You up to date with the latest and greatest, and you have a WordPress driven site that allows you to blog and easily update content. WordPress is a great platform for not only blogging but as a content management system. You did your landing page, but it still looks like the rest of your site. Ideally you would strip away navigation on the page so people will either read or leave but this can be hard to do. For starters you want to remove the side bar which is very easy to do in WordPress.
When you want to create a page or edit a page in WordPress, look at the Page Attributes on the right hand side and under Template make sure No Sidebars is selected.
Ultimately you want a landing page that is compelling, clean, and to the point. Having your blog widgets there with your links, recent posts, other things just creates clutter and will reduce your conversion rates.
4. Asking too much. Time and time again studies have proven that giving people too many choices means they will not choose anything at all. If you ask too much of your prospects they won't do any one thing. Your landing page should have 1 singular goal in mind. Maybe it's registering for a webinar, becoming a lead, downloading a trial. Whatever that 1 thing is make it loud and clear that you want them to do that one thing.
5. Making it hard to do what you want. Let's say that the purpose of your landing page is for your prospects to register for a webinar. Make this as easy as possible. Think about what matters most to you and your sales and follow up efforts. I've seen webinar signup forms that require the physical address of webcast attendees, but the company never sends stuff in the mail to their list. Make it as easy as possible and let your follow up system do the rest. Try a person's first name and email only. If you want to ask questions, ask them what they're most burning question is about the topic you are presenting.
6. Making Assumptions. Don't assume people will read your entire landing page. 80% will spend time above the fold meaning they won't scroll down at all. Don't assume that people understand the benefits of what you do, instead pretend you are writing for an 8th grader.
Landing pages are an essential part of online b2b marketing. There are many ways you can use different traffic sources and landing pages together and even more things you can be doing to educate and sell to prospects or subscribers once they've taken an action on your landing page. Click here for a 5 day online b2b marketing e-mail boot camp.
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