As shown previously in our B2B marketing automation infographic, the process of automating marketing operations may not be as simple as some first thought. In fact, the initial set up of a campaign in a marketing automation tool can actually be quite resource-intensive.
It would be a shame then that after all this preparation and implementation time, if the campaign failed to reach the target results and objectives. So, to ensure the maximum conversion of prospects to leads and customers, a key aspect of marketing automation is landing pages. If these don’t work, your campaign probably won’t either.
Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead - Nucleus Research
Landing pages have three main focuses; text, imagery and forms. By ensuring you use best practice approaches to each one of these, you will give yourself the best possible chance of generating the largest number of conversions and the greatest ROI.
Start by turning the spotlight on your text. The words you use on a landing page need to be so engaging that the reader can’t wait to fill in the form and download the content. So, stay focused on the subject of the content (particularly the benefits); don’t waffle on; and make it short, sharp and punchy by utilising bullet points. Also, be sure to add a clear call to action (such as ‘complete the form on the right’) so the reader is in no doubt about how to get the content.
Next, be sure to use engaging imagery, but don’t make it over-powering. A good landing page image will help to break up text, keep the reader engaged and sometimes show them the content they’ll be downloading. Always try to avoid images that are too large or too small for the page; images that are too grainy and low res; or images that are simply boring and unoriginal. Having driven a prospect to your landing page, it would be a great shame to lose them before conversion due to a badly chosen image.
Finally, forms. Having got the other two landing page factors right, the lead could still be lost at this stage if the form is too long or badly thought out. So, aim to keep landing page questions to between three and six. Any more than this and you run the risk of scaring the prospect off. Ensure you ask for the vital contact information like name, email and company. These forms are also an excellent opportunity to ask qualification questions like ‘are you based in the UK?’ or ‘what is your biggest business challenge?’ Where possible, provide a drop down menu of answers for prospects to choose from, as this will make it much easier to run reports on the data at a later date. The system will struggle to categorise contacts by common answers if you give them the opportunity to provide free text answers.
To find out more about getting the most from your marketing automation tools and generating the maximum amount of revenue and ROI…