The best of the best strategies from leading marketers
There are millions of ways to speak to your market today; this makes choosing the best approach all the more important. With methods, tricks, techniques, strategies, and platforms suited for companies and budgets of all sizes, Mastering the World of Marketing reveals how 50 of the top marketers working today generate leads, create brand recognition, and capture new customers.
Covering both offline and online channels, this comprehensive guide examines traditional, alternative, and hybrid approaches, giving you the full range of what works today so you can choose what suits your business needs best.
Includes networking, word of mouth marketing, customer referrals, yellow page directories, radio, print, email marketing, direct mail, internet marketing, social media marketing, public relations, and advertising
Includes chapters from contributors such as Chris Brogan, Tony Hsieh, Jack Trout, David Meerman Scott, Guy Kawasaki, Peter Shankman, Scott Stratten, Mari Smith, Gary Vaynerchuck, and more!
A value-packed resource that offers unparalleled access to today's brightest marketing stars, Mastering the World of Marketing gives you all the marketing tools you need to reach your audience with compelling, winning messages
From the Book: 10 Tips on Creating Effective Landing Pages
By David Meerman Scott, one of the book’s many expert contributors
Tip 1: Keep the landing page copy short and the graphics simple.
The landing page is a place to deliver a simple message and drive your buyer to respond to your offer. Don’t try to do too much.
Tip 2: Create the page in your company’s look, feel, and tone.
A landing page is an extension of your company’s image. While different from the web site, it still must adopt the same voice, tone, and style as your main site.
Tip 3: Write from the buyer’s point of view.
Think carefully of who will be visiting the landing page and write copy for that demographic. You want visitors to feel the page speaks to their problems and concerns and that you have a solution just for them.
Tip 4: A landing page is communications, not advertising.
Landing pages are where you communicate valuable information about your product and make sales or generate the names of interested potential customers. Advertising is great to get people to click to your landing page. But once a prospect is there, the landing page should focus on communicating the value of your offering to the potential customer, not more advertising.
Tip 5: Provide a quote from a happy customer.
A simple testimonial on a landing page works brilliantly to show people that others are happy with your product. A sentence or two with the customer’s name (and affiliation) is all you need.
Tip 6: Make the landing page a self-contained unit.
The goal of a landing page is to get a prospect to respond to your offer so you can sell to them. If you lose traffic from your landing page, you may never get a person to respond to the offer so it is often better not to provide links to your main web site.
Tip 7: Make the call to action clear and easy to respond to.
Make certain you provide a clear response mechanism for those people who want to go further. Make it easy to sign up or express interest.
Tip 8: Use multiple calls to action.
You never know what offer will appeal to a specific person, so consider using more than one. In the B2B world, you might offer a white paper, a free trial, and a price quote all on the same landing page. An e commerce company might offer options such as color or size.
Tip 9: Only ask for necessary information.
Don’t use a sign-up form requiring lots of data to be entered. People will abandon the form and you won’t get a lead or a sale. Ask for the basics—name, e-mail address, company, and phone number. Any additional information you ask for will reduce response rates. Never ask for people’s income level, budget, or if they are planning on purchasing the product you offer.
Tip 10: Don’t forget to follow up!
Okay, you’ve got a great landing page with an effective call to action and the sales or leads are coming in. Great! Don’t drop the ball now. Make certain to follow up with each buyer as quickly as possible. Follow up the same day—or better yet, the same hour.