BroadVision Marketing Blog

[This article first appeared here in March 2019 and has been updated and revised.]

 

Whether you’re building an email list, driving traffic to your website, or nurturing prospects, using a lead magnet is a surefire method for getting a response.

As the name suggests, a lead magnet is an offer of some type that is designed to attract leads, to incite the interest of potential customers or clients. And they are essential for digital marketing.

Topics: landing page, website traffic, attract customers, Opt in e-mail, lead magnet

For business owners or managers, marketing terms can be confusing. But knowing the distinction between a website's homepage and a landing page is critical.

 

Topics: landing page, website traffic, inbound marketing, SEO, homepage

Topics: landing page, CTA, inbound marketing strategy, Landing page optimization, business blog

What Is Your Call-To-Action?

What is a call-to-action (CTA) exactly? It is typically a virtual button or link that is placed on a website to take prospective customers to either a form to be filled out or a landing page. Once they have completed this action, the prospect becomes a lead.

Topics: landing page, CTA, call-to-action, inbound marketing strategy, content marketing

Landing pages are one of my favorite parts of a website. Know why? Your website is mostly static, meaning you don’t make changes on much of what is written there. Your blog should be alive, but it has to be found.

Landing pages, and there should be lots of them, are pages that your potential clients have chosen to land on and might choose to answer a call-to-action.

There is an interaction going on. When people interact with a landing page, they are telling you that they are interested in whatever the offer is. They might be enough interested to come back again and become an actual client.

Topics: landing page, inbound marketing, inbound marketing agency, BroadVision Marketing in Petaluma CA

All businesses selling products or services are familiar with the term “marketing budget.” This means a plan to organize and allocate future funding of business functions. If you only have money for a mini-compact car, you are not going to go look at limousines. Right?

Let’s say you have a marketing budget of $1,000. If we use this to bring people to a computer site, we would call the same amount we intend to spend a “traffic budget,” since we are working to get the traffic to the site or even to our brick and mortar store using computer advertising.

“Conversion” is not just a religious term. It now means getting the customer to meet the business and to interact with it. Conversion is the mechanism and process of pouring targeted consumers into, through, and out the other side of the marketing funnel. The conversion rate is only going to be a percent of all those who come to the site, the percent who actually buy.

One way to get people to the site and to convert is to encourage them to do something, to become interactive. The best way to do that simply is a “call to action (CTA).”

A call to action has four main parts:

1. The Call: This is the request that a person interact the way you want him to.


2. The Action: On the computer, the simplest action a person can make is to click a button.


3. The Outcome: What happens when the person clicks the button. This should be related to the call. For example, if you ask them to click to get a free coupon, you deliver the coupon when they click the button.


4. The Design: The design will make a difference in how people respond, but there are many different types of designs. You will have to do some experimenting to find the one that works best for you.

Your CTA needs to be on every one of your website pages. If you have a blog site, it should be at the bottom of each blog.

How are you doing with this information? Are you having trouble getting responses?

 

Jaco Grobbelaar, owner of BroadVision Marketing, helps business owners and business professionals put marketing strategies in place that consistently secure new clients. He can be reached at jaco@broadvisionmarketing.com or 707.799.1238. You can “Like” him at www.facebook.com/broadvisionmarketing or connect with him on www.linkedin.com/in/JacoGrobbelaar.

 

Related articles

• 6 Lead Nurturing No-No's to Avoid in Your Email Campaigns (hubspot.com)


• 10 Amazing Blogging Insights Your Analytics Can Tell You (hubspot.com)

Topics: marketing, Using Different Media, landing page, Conversion rate, Hubspot, Marketing Plan, Facebook, mobile marketing, Social Media, Marketing Principles, Business, social media marketing, Branding, Blogging, Twitter

You have spent a lot of your marketing budget setting up your website. Your homepage looks real good and reminds you of the old newspaper ads of old. So why aren’t people converting using it?

Conversion about keeping your customer focused. A homepage full of your products is the opposite of focus. Even if you only have one service for sale, your homepage is full of details, again the opposite of focus.

What you need are specific “landing page” that you can manage and optimize in controlled isolation. Technically a landing page is any page on your website that customers arrive at or land on.  It should be created as a stand-alone page, as a promotion specific site.

Topics: marketing, Using Different Media, Marketing and Advertising, landing page, Customer, website, Facebook, Social Media, Marketing Principles, Business, Blogging

[caption id="" align="alignright" width="245" caption="Image via CrunchBase"] [/caption]

What do you think of when you think of Facebook Marketing?

If you are like most of the people whose blogs I looked at this week, you think that Facebook’s function as a marketing social network is that “ Facebook is not an environment for selling, direct promoting or sponsoring. It’s a place for networking and connecting with people. . . . A little daily action will pay you back very well over time…” Jym Tarrant   http://jymtarrant.com/facebook-marketing-rules/

Topics: landing page, Hubspot, Facebook, Social Media, Marketing Principles, Marketing strategy

[caption id="" align="alignleft" width="210" caption="Khafres pyramid in Giza, Eqypt"] [/caption]

A military tactical model can help you optimize your landing page. Your landing page itself is the very tactical initiative on the front line, but it needs to be directed by higher level strategies made up of useful intelligence and market learning from the battlefield. Since the point of your landing page is conversion and sales, you need to examine not just your landing page per se, but a pyramid of seven successive levels that will bring you the win.

Topics: marketing, Marketing and Advertising, landing page, Google, Conversion rate, Landing page optimization, Optimization, Facebook, Social Media, Marketing Principles, Business

[caption id="" align="alignright" width="279" caption="Feedback loop"] [/caption]

You have a business or a service. What is the ultimate goal of your website? It’s not to get people to look at it and think you have created a cool landing page. You want to sell them your product or service. To make the sale you want to convert the lookers into customers. This is where the landing page makes a difference. Today your business depends on how well you create your online marketing program and the effectiveness of your landing page.  You want that page optimized.

Topics: marketing, Marketing and Advertising, landing page, Conversion rate, Landing page optimization, Optimization (mathematics), Marketing Plan, internet marketing, Social Media, Marketing Principles, Business