Landing Pages: 5 Points to Remember for More Conversions

As I’ve said before, landing pages are important to your marketing mix. To truly convert your audience and get them into your funnel, you need to use a landing page. Done right, they will be a primary tool in your conversion toolbox. Now, yes, done right, they convert like crazy and get you more leads, but done wrong, you’re wasting a lot of effort on a little return.

From different clients and others I’ve seen on the web, there are many who understand how landing pages work, but don’t always do it right. Now I’ve been a part of many a project where I’ve built and even improved failing pages. Every time I have a set of questions, a checklist if you will, to go through to ensure the page is optimized correctly.

Let’s take a look at 5 of those points and see why each is important to conversion optimization for landing pages.

  1. Are you focusing on one thing? When it comes to conversion optimization for landing pages, it’s best to focus on one thing. That means removing distractions like navigation, links, etc and only focus your efforts on one thing: converting that person into a lead.
  2. Does your headline include benefits? Now one of the marks of a good headline sometimes includes benefits. Don’t try too hard, but remember why someone will look at your landing page – your headline. 
  3. Do you use bullets to spell out the benefits? When it comes to readability, you need to use bullets to highlight the benefits of your offering. Try to get 3 -4 of them on the page and really bring out the benefits in each one. 
  4. Is your landing page message clear? Think of it this way, if you had only a few seconds to convince someone to convert, would your message do it? If not, it’s time to check your messaging. 
  5. Does your CTA stand out? When it comes to the closer or the punch that’s going to convert your reader, you better make sure it stands out. That means you need to emphasis it with different coloring, bolding, background…basically anything to make it stand out and bring home that conversion.

Again, these are only 5 of the questions I go through when it comes to building out landing pages. It’s a good idea to put together your own checklist to go through when you build out landing pages to improve your conversions.

What would you add to your own landing page checklist?

Photo credit: pnash

3 Reasons to Use Buyer Personas in Your Content Marketing

Who are you writing to? What types of offers do you present in your content marketing?

If you don’t know the answers to these questions, you need to invest in nailing down who defines your target reader and/or buyer. Sure, you could just bang out content and throw it against the wall and see who reads it. Although something many might do, I know it doesn’t speak to who reads it, let alone help you generate any leads.

Now you might be saying, “All valid, but WHY do I need to use a buyer persona in my content marketing?”

3 Reasons for Buyer Personas in Content Marketing

  1. You can’t be everything to everyone: Think about it, do you know anyone who does everything for everyone and succeeds? Yeah, there are exceptions, but for the most part you can’t be everything to everyone. It’s not sound business and it hurts you when you create content.
  2. Your content will suffer: Since content marketing involves creating content, you won’t get near the impact of what you create without a buyer persona. Again, content must speak to the reader, right? If my headline, body content and closing don’t make you feel something, I’ve failed. That’s where you need to find out who you’re writing to.
  3. Readers get confused: Ok, here’s one that really speaks and I mean speaks to your readers. Imagine someone reading one of your blog posts or even a page on your web site…do they know who you’re talking to? Is your messaging confusing?Yep, if your reader gets confused, you can be sure they won’t stick around. That means they won’t share your content, recommend it AND they won’t convert into a lead. All that hard work writing content will go down the drain.

Now I’ve covered reasons why you should use a buyer persona, but wouldn’t an example of one help out? Yep, again, you’re showing your smarts. I ran across this really good example of a persona template from Barba Gago on the Content Marketing Institute’s blog. It covers everything in this post and I think it’s a great resource for anyone looking to add personas into their content marketing mix.

What other reasons can you think of to use buyer personas in your content marketing?

Image credit: sepblog

Are You Making These 3 Email Marketing Mistakes?

How many unsubscribes did you get from your email list today?

It’s normal to get some, but if you’re getting a mass exodus from your list, you might want to reconsider what you do with your email marketing.

To calm the tides of people leaving your list, let’s look at 3 mistakes you should avoid to keep more email subscribers.

1. Irrelevant content

Do your subscribers wait in anticipation for your emails? Or do your emails make your readers fall to sleep? Be sure your content is relevant to their needs and keeps them chomping at the bit for more. That means finding out what your audience wants and giving it to them.

For example, if your list is about providing tips on content marketing for improve lead generation, don’t go off and send out messages that has nothing to do with what you promised your list.

2. Email frequency

Here’s a mistake that many email marketers get wrong and costs them subscribers. Emailing too much or not enough even gets to me on the lists I subscribe to. If you send me too many emails, I can’t keep up. If you send one every few months, I forget who you are and unsubscribe.

Now, I’m not saying there’s a magical frequency that’s just right, but I believe it depends on your audience. It’s got to work for your readers. If everyday works for them with the content you deliver, so be it. Again, test the waters and see what works and avoid the dreaded flow of unsubscribes.

3. Lack of interesting content

Ok, so this mistake is simple – don’t bore your readers. If the content you put out isn’t interesting and doesn’t bring value to your list, you can expect some unsubscribes. Think about it, do you keep a TV show on that’s boring or turn it off? Exactly.

Instead, change up the angles of your content to your list. Don’t just send out the same types of stories or selling message. Learn to tell a story one day, answer questions the next and sell the next. See, now you’re changing things up, without boring your audience.

What other things could you add to this post that I left out? What’s your experience with unsubscribes and your email audience?

How to Create Emails Your Readers WANT to Read

Email marketing is a powerful way to connect with your audience and bring in more sales opportunities. The problem is many companies don’t know what to write about or just shoot out blatant sales emails.

If you do that, you’ll see more unsubscribe rates and less success with your lead generation. Instead, let’s look at a few ideas for emails that your email readers WANT to read.

Three Ideas for Creating Emails Readers WANT to Read

Write About Your Day

Remember the show Seinfeld? Wasn’t it the show about nothing? Each episode revolved around the goings on of the main characters. What a brilliant idea!

That’s something you can use in your own email marketing. Use a conversational tone and have a conversation about your day or something that’s going on in your life. Tie it into the goal for that email and you have an email that subscribers want to read.

For instance, I just sent out an email to one of my lists about my recent experience buying a new van and how it related to my business. To see emails like that and more inspiration, sign-up to my list and get a free gift.

Remember to use a link to what you’re trying to get them to do, whether it’s buy something, read something on your site or request something. Tell them what to do and get them to convert.

Have a Swipe File

You go the store and you see a magazine headline that catches your eye – write it down. You find a blog post or white paper that you like – grab it. A swipe file is one of the main tools copywriters use for inspiration to create content that gets more prospects to convert.

From Evernote notes to a folder in your file cabinet, a swipe file can take many forms. No matter what form you use, start snagging ideas and use them in emails that will peak your subscribers interests and convert them into paying customers.

Answer Questions

Ohhh how I love this one! In fact, I wrote a post about using questions as inspiration for content marketing. I mean really, how many questions do you get a day?

Many of your email subscribers have questions and many times, they will ask you. Why not take them and answer them, but as an email to your list? Then, you answer the question, but you educate the rest of your list, become an invaluable resource and get lots of ideas for great content.

If Done Right, Email Marketing Works

You see, email is a powerful thing, but getting a reader to open and WANT to read your emails takes more than a fancy headline – it requires you to give readers something they crave…again and again.

Keep bringing it to them and you’ll have more qualified leads that turn into sales opportunities for your business.

To get ideas for emails that bring in more sales and a checklist for generating more leads with content, sign-up for my content tips and resources via email.