The Definitive Guide to Lead Generation

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CHAPTER SIX: LANDING PAGES LANDING PAGE COPY Your landing page copy and CTAs should be clear and direct, and should give your prospects a good reason to provide their information. As you write your landing page copy, use these four steps as a guide: 1. Set up the problem 2. Talk about the solution 3. Point out the WIIFM (What’s In It For Me) 4. Deliver the goods (such as an ebook, video, or webinar registration) Scannable Content People simply don’t read full landing pages—they scan. Studies have shown that, at most, people read three pieces of your landing page: 1. The headline 2. Bullet points 3. Bio (if applicable) Keep it short and sweet with a bold headline, one or two short paragraphs of explanatory copy, and bullet points to show your leads why they should click through. To engage leads without overwhelming the page, consider using interactive elements such as an audio clip or a short video. The landing page to the left offers our Definitive Guide to Marketing Automation. It includes a bold headline, bullet points, a fun video, and instructions. There is no superfluous copy—it is simple and concise. Reassure Your Lead Your leads are risking their privacy (or more) by filling out your form. Reassure them with privacy statements, customer testimonials, and guarantees. You want your leads to feel safe giving their information to a reputable company—add copy or imagery to reinforce that trust. Your landing page doesn’t need to sell your product and company, but it does need to have a very clear offer. Focus your landing page around a single CTA, which must be relevant to the ad, email, or link that your lead originally clicked on. Avoid additional offers, or additional information about your company. Landing page offering The Definitive Guide to Marketing Automation 60
CHAPTER SIX: LANDING PAGES CONFIRMATION AND THANK YOU PAGES After a customer converts, take time to thank them with an email, or send them to a confirmation page. Confirmation and thank you pages are an important way to track conversion. These also give you the opportunity to deepen the relationship by making another offer, promoting your blog, asking for feedback or a social share, or running a poll. In fact, over 40% of prospects are willing to share additional information after they convert. Take a look at the landing page to the right for Marketo webinar registrants. The page asks you to register for more events, and gives you a list of resources that relate to the webinar content. A Marketo “Thank You” page 61
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TABLE OF CONTENTS 03 04 07 11 19 20
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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Page 12 and 13: CHAPTER THREE: DEFINING A LEAD WHAT
Page 14 and 15: CHAPTER THREE: DEFINING A LEAD WHAT
Page 16 and 17: ASK THE EXPERTS: WHAT IS A LEAD? Q&
Page 18 and 19: CHAPTER THREE: DEFINING A LEAD MAPP
Page 20 and 21: CHAPTER FOUR: CONTENT MARKETING
Page 22 and 23: CHAPTER FOUR: CONTENT MARKETING WHY
Page 24 and 25: ASK THE EXPERTS: CONTENT MARKETING
Page 26 and 27: CHAPTER FOUR: CONTENT MARKETING THE
Page 28 and 29: CHAPTER FOUR: CONTENT MARKETING VIS
Page 30 and 31: CHAPTER FOUR: CONTENT MARKETING COM
Page 32 and 33: CHAPTER FIVE: WEBSITE AND SEO WEBSI
Page 44 and 45: CHAPTER FIVE: WEBSITE AND SEO CHECK
Page 46 and 47: CHAPTER FIVE: WEBSITE AND SEO SEARC
Page 48 and 49: CHAPTER FIVE: WEBSITE AND SEO AUTHE
Page 50 and 51: CHAPTER FIVE: WEBSITE AND SEO KEYWO
Page 52 and 53: CHAPTER FIVE: WEBSITE AND SEO ON-PA
Page 54 and 55: CHAPTER FIVE: WEBSITE AND SEO THE P
Page 56 and 57: CHAPTER SIX: LANDING PAGES
Page 58 and 59: CHAPTER SIX: LANDING PAGES LANDING
Page 62 and 63: CHAPTER SEVEN: SOCIAL MEDIA AND LEA
Page 80 and 81: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 82 and 83: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 84 and 85: CHAPTER EIGHT: EMAIL MARKETING MAIN
Page 86 and 87: CHAPTER EIGHT: EMAIL MARKETING EMAI
Page 88 and 89: CHAPTER EIGHT: EMAIL MARKETING EMAI
Page 90 and 91: ASK THE EXPERTS: EMAIL MARKETING RO
Page 92 and 93: CHAPTER EIGHT: EMAIL MARKETING PAID
Page 94 and 95: CHAPTER NINE: PAID PROGRAMS
Page 96 and 97: CHAPTER NINE: PAID PROGRAMS PAY-PER
Page 102 and 103: CHAPTER NINE: PAID PROGRAMS CONTENT
Page 104 and 105: CHAPTER NINE: PAID PROGRAMS DIRECT
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Page 108 and 109: CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENT P
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CHAPTER TEN: TELEPHONE-BASED LEAD G
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
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PART THREE: OPTIMIZE AND MEASURE YO
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CHAPTER TWELVE: TESTING AND OPTIMIZ
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CHAPTER THIRTEEN: METRICS
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CHAPTER THIRTEEN: METRICS METRICS P
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CHAPTER THIRTEEN: METRICS OPPORTUNI
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CHAPTER THIRTEEN: METRICS FIRST-TOU
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CHAPTER THIRTEEN: METRICS MARKETING
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CHAPTER THIRTEEN: METRICS FOCUS ON
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CHAPTER FOURTEEN: LEAD GENERATION T
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CHAPTER FOURTEEN: LEAD GENERATION T
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CONCLUSION LEAD THE WAY! We know th
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APPENDIX Marketing Automation PPC S
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DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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