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Designing Product Landing Pages: Best Practices for 2020 and Beyond

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Guest post by Natasha Lane.

When designing product or download landing pages, there’s a lot to keep in mind.

First, you need the page to be attractive. A great design will be eye-catching, engaging, and will drive action.

Best practices in landing page design

Image credit: depositphotos.com

Next, they need to be optimized for user experience, so they seamlessly lead web visitors through the sales funnel.

Finally, they need to contain all the right information that will not only drive conversions but also effectively manage expectations. The latter is important to ensure that your customer retention rates remain high.

This isn’t easy. It requires careful planning, a solid knowledge of your audience and products, and most of all, continual testing of all elements to fully optimize the page for conversions.

[Read more…]

Five Ways to Generate More Leads with Successful Email Marketing Strategies

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Guest post by Rahul Varshneya.

According to a Content Marketing Institute survey, 93% of B2B marketers use email to deliver content. However, 55% of content marketing teams are small and often have just one person creating content for an entire organization.

How to create a profitable email marketing strategy

Image credit: Muhammad Ribkhan on Pixabay

While business executives are aware of the power of email marketing, their interest does not always translate into sufficient investment to support a profitable strategy.

Without a solid lead generation strategy, companies don’t have enough raw leads to convert into sales opportunities to meet revenue and growth objectives. Therefore, fixing the conversion problem requires first fixing the lead generation problem.
[Read more…]

Seven Groups of Tools for Designing and Optimizing Websites

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Your B2B website and blog are the core of your content marketing efforts. A beautiful and effective website design is vital to attracting visitors, making a powerful first impression, engaging your audience, and compelling them to take a conversion action like subscribing to your blog or submitting a lead generation form.

Best tools for designing and optimizing webstiesEven when you publish content elsewhere—updates on Facebook, videos on YouTube or Vimeo, presentations on SlideShare—the goal is usually to drive visitors back to your website, to consume content and take action.

The home page of your site needs to communicate three pieces of information in under 10 seconds:

  • what you do;
  • who you do it for; and
  • why you the best at it.

Once that’s accomplished, the page should include some additional helpful information about your business, products or services, and customers, and help visitors determine where to go next.

[Read more…]

What is Inbound Marketing? The Idiot’s Guide [Infographic]

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Guest post by Andy Beohar.

Over the past decade, inbound marketing has climbed to the top of the marketing latter and claimed its place as (arguably) the most beneficial approach for business campaigns—both online and off. But you may be wondering, why exactly have inbound practices become so dominant in marketing? And how can you apply them to your own business?

Inbound marketing infographicInbound marketing is so important because it so effectively appeals to prospective customers. Based on generic advertisements to the masses, outbound marketing practices are widely seen as intrusive. But inbound marketing is much more unique—for starters, it can be tailored to meet the needs of specific users with content that they want to see. Second, by optimizing your online presence, your business will appear to shoppers who are specifically looking to buy the product you offer. Talk about fish in a barrel!

Yet, while inbound marketing is essential to the success of most businesses, the application of its best practices can be a bit daunting. [Read more…]

How to Create the Perfect Lead Generation Form [Infographic]

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Marketers spend billions of dollars and thousands of hours each year developing compelling content, search-optimizing websites and blogs, fine-tuning their ad targeting, and engaging with influencers and prospects on social media.

While these activities serve a number of purposes—establishing thought leadership, expanding brand awareness, improving customer retention—lead generation remains the top goal.

how to design the perfect lead generation formSo once you’ve attracted a prospective customer to your website, you’d really like them to convert into a (potential at least) lead by completing some sort of call to action: downloading a white paper or report, registering for a webinar, subscribing to your newsletter, signing up for a free trial, asking for an online demo, or some other goal.

To maximize the odds that will happen, you need to build the perfect lead generation form.

Well…okay, creating the “perfect” lead gen form may be a tall order. But building a better lead gen form is eminently doable. Where should you start?

The infographic below, from Formstack, provides several helpful tips and best practices, among them:

  • • Keep it short! Ask only for essential, basic information. You can earn the right to ask for more details later in the lead nurturing process.
  • • Position forms above the fold, and on the right side of the screen; forms on the right side of the page generate 24% more leads.
  • • Use attention-grabbing colors, like blue, green, and orange.
  • • Optimize for mobile users: incorporate mobile-friendly features like simple-select buttons and drop-down lists.
  • • Test everything! Colors, form length, copy, headlines, and images. Form A/B testing alone can boost conversions by up to 25%.

Check out this infographic for more ideas.

How to construct the perfect lead gen form - infographic

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