Copywriting III Web Content: Landing pages and lead generation
Copywriting III
Web Content: Landing pages and lead generation
Course outline and objectives
Strategy Direct Mail Web copy Public relations
You are here
Marketing tactics
CRM
Landing pages
Direct marketing
SEO
Public relations
behaviour
Content
behaviour
Lead nurturingLead nurturing
Generate leadsGenerate leads
Social + business Intel
Social + business Intel
Lead distributionLead distribution
Marketing automationMarketing
automation
Lead qualification
Lead qualification
Lead FlowLead Flow
YOU ARE HERE – and this is where you will stay
Lead nurturingLead nurturing
Generate leads
Generate leads
Social + business
Intel
Social + business
Intel
Lead distribution
Lead distribution
Marketing automationMarketing
automation
Lead qualification
Lead qualification
Lead FlowLead Flow
YOU ARE HERE – and this is where you will stay
Attracting Website Visitors Q: What most influenced your decision to visit the site?
If I hear you say “marketing plan” one more time…
• Satisfy your user’s needs…• Know your audience’s concerns, hopes. • Consider desired tasks. Make these
prominent. • Provide information to support decision-
making. • Write easy-to-understand task instructions.
Make every customer interaction count
• Who is the customer and where are they in the process?
•The buyer PERSONA
Time to rethink your approach.
• What do you want to know? • What do you need to do? • What do you need to feel comfortable and
smart? • What do you care about … really?
Digital content: best practices
Make the information:• easy to access• concise
•like a story• consistent• new / fresh• “standalone”
Lead generation: landing pages
Best practices: Test A/B
Customer is kingCreate unique visitor profiles Social media interaction Mobile, tablet, forget about it
Two things I want you to remember
1. Understand the buyer persona2. Know where they are “at”
Don’t rush the process
• Pushing “late stage” content is a turn off• Start with educational and informative
content first
What constitutes web content?
Broadly speaking, there are three types of content. Remember, though, that they are not necessarily mutually exclusive, nor do they need to be:
• Educational• Entertaining• Interactive
Audience-focused fer sher
Dow Corning: “Innovative solutions for wound management,”
Good question
“There are about a million IT companies floating around, then why us? Reasonable question! The answer is simple… because, WE ARE THE BEST! Best in Quality, Service and Post Service Relations…”
Our friend Maslow
Transcendence: help others realize their potentialSelf-actualization: realize your own potential, self-fulfillment,
peak experiencesAesthetic: symmetry, order, beauty, balanceLearning: know, understand, mentally connectEsteem: achieve, be competent, gain approval, independence,
statusBelonging: love, family, friends, affectionSecurity: protection, safety, stabilityPhysical: hunger, thirst, bodily comfort
Determine your end objectives up front
Most B2B companies' primary objectives for offering free content are:
1. attracting prospects2. nurturing relationships with existing clients
B2C brands are generally trying to sell directly to consumers or raise brand awareness to increase retail demand and market share.Generally, both B2B and B2C companies are interested in increasing their customer databases for future marketing opportunities.
Be useful
• Know what I want, and show me you do• Help me accomplish something• Deliver on your promises • Answer my questions - before I have them
Marketing objectives• Overcome resistance• Create a connection• Motivate or inspire• Mobilize or reinvigorate• Use real world events• Introduce new directions• Show value proposition
Marketing objectives• Increase customer spend• Educate about an aspect of offer• Break into a new market• Create leads or keep feeding them• Enhance loyalty• Communicate USP• Increase market share
What types of story do you want to tell?
Mystery, romance, comedy, drama or adventure?
Let the characters do the talking
Connect• Emotional• Paint a picture (experiences)• Tell a story• Get the reader involved• Build (and maintain) the relationship
So where do we end up?
• Branded journalism
Branded Journalism
• Based on search• You are a content creator• Not a new idea (John Deere 1895)