I just got home from the Marketing Sherpa BtoB Demand Generation summit in Boston. Lots of great applicable info for our blogging and marketing strategy.
One of the best pieces of advice, I thought, came form Jaren Green - Director of eBusiness at IHS. He spoke in detail about landing page conversions and how important they are to your overall lead gen program. Specifically:
Think of your landing pages as "home pages"
Interesting and true. Think about it. When your prospect searches they are looking for information and it's up to you to provide that. As marketers we shouldn't jump to assume our landing pages need not follow best practices as our website i.e. who we are, how we can help, simple and multiple conversion points.
Working for a blogging software company in Indianapolis my mind immediately shifts to this idea we've thrown around for some time: using blogs as organic landing pages. And, what we've found is that when we apply the same best practices as we do with our home page our conversions go up. Specifically:
1. Clearly stated who we are and what we do.
2. Muiltple CTA's apealing to a variety of folks in their given sales cycle. i.e. educational, demo, newsletter. etc.
3. Test, track, measure.
Interesting stuff to digest and expand on. Most importantly how we can continue to push the bar and convert blog visitors into paying customers.
One of the best pieces of advice, I thought, came form Jaren Green - Director of eBusiness at IHS. He spoke in detail about landing page conversions and how important they are to your overall lead gen program. Specifically:
Think of your landing pages as "home pages"
Interesting and true. Think about it. When your prospect searches they are looking for information and it's up to you to provide that. As marketers we shouldn't jump to assume our landing pages need not follow best practices as our website i.e. who we are, how we can help, simple and multiple conversion points.
Working for a blogging software company in Indianapolis my mind immediately shifts to this idea we've thrown around for some time: using blogs as organic landing pages. And, what we've found is that when we apply the same best practices as we do with our home page our conversions go up. Specifically:
1. Clearly stated who we are and what we do.
2. Muiltple CTA's apealing to a variety of folks in their given sales cycle. i.e. educational, demo, newsletter. etc.
3. Test, track, measure.
Interesting stuff to digest and expand on. Most importantly how we can continue to push the bar and convert blog visitors into paying customers.
Comments for Landing Pages - your new Home Page?
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