TAKE YOUR LANDING PAGES TO THE NEXT LEVEL

Parker Short, Jaxzen Marketing Strategies

Welcome to

Agenda:11:30-11:50 am - sign in/network/fill out lunch order card

11:50am - Announcements

12:00pm -12:40 pm - Presentation: Take Your Landing Pages

to the Next Level

12:45pm - Wrap up

First time at HUG?

We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.

Upcoming HUG Events:

September 29: Lunch meeting at Flying Saucer

October 27: Lunch meeting at Flying Saucer

November 10: Happy hour at Inbound in Boston

November 18: Lunch meeting at Flying Saucer- The Best of Inbound with HubSpot guest speaker Ari Plaut

No meeting in December

Reminders about changes to HUG• We’ll be sending out a survey after each HUG meeting to

get your feedback.

• If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.

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In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.

Headed to Inbound?

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Group with the most codes used: Entire group gets access to reserved up-front seating during all keynotes & INBOUND Rocks!

Already registered and didn’t use the code? Email kelly@jaxzenmarketing.com

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$50 off

INBOUND 2016

Our Code:

HUGAustin

TAKE YOUR LANDING PAGES TO THE NEXT LEVEL

Parker Short, Jaxzen Marketing Strategies

HELLO!

WHO AM I?

• Parker Short

• Co-founder of Jaxzen Marketing Strategies

• Fun Fact: My other job is teaching babies to take selfies

NEXT LEVEL AGENDA

• Converting more visitors on a landing page

• Move leads through the funnel more quickly

• Hand them off to sales with more information

• Celebrate!

NEXT LEVEL AGENDA

• Converting more visitors on a landing page

• Move leads through the funnel more quickly

• Hand them off to sales with more information

• Celebrate!

INBOUND METHODOLOGY

Today, we’re mainly looking at here And a little bit here

ONE OTHER NOTE

• Landing page - a page designed for a conversion (HubSpot definition)

• Landing page - the first page you land on on a website (Google & everyone else definition)

QUESTION

What’s the last form you filled out to get an ebook/white paper/download?

I’M WILLING TO BET…• That the color of the download button didn’t affect whether

you filled out the form

• The bullet points didn’t make the difference in you converting

• The offer in question was not an extended brochure or feature list

• Whether the page said “Free” or “Complimentary” didn’t sway you

I’M ALSO WILLING TO BET…

• What you downloaded helped solve a problem

• Helped you learn about something happening in your industry

• Had a clear value proposition

“The biggest factor in a landing page being successful is whether or not it offers something valuable to the

visitor”

- Me, right now

(Lots of other, smarter people, too)

LANDING PAGE STRATEGY IS CONTENT STRATEGY

• What makes for a good content strategy?

• Understand who your target prospects are

• Understand what challenges your prospects are facing

• Understand what questions your prospects are asking as they move through the buyer’s journey

AWARENESS CONSIDERATION DECISION

User Behavior

Research & Info Needs

Key Terms

Content Types

BUYER STAGES

Have realized and expressed symptoms of a potential prob-lem or opportunity

Research focused on vendor neutral 3rd party information around identifying problems or symptoms

TroubleshootIssueResolveRisks

UpgradeImproveOptimizePrevent

SolutionProviderServiceSupplier

ToolDeviceSoftwareAppliance

CompareVs.versuscomparison

Pros and ConsBenchmarksReviewTest

Have clearly defined and given a name to their problem or oppor-tunity

Have defined their solution strategy, method, or approach

Committed to researching and understanding all of the available approaches/methods to solving their defined problem or oppor-tunity

Researching supporting docu-mentation, data, benchmarks or endorsements to make or recom-mend a final decision

Analyst reportsResearch reportseGuides & eBooksEditorial contentExpert contentWhite papersEducational content

Webcase/podcast/video

Vendor comparisonsProduct comparisonsCase StudiesTrial DownloadProduct Literature

Example

I have a sore throat, fever, and I’m achy all over.

What’s wrong with me?

Aha! I have strep throat. What are my options for

relieving or curing my symptoms?

I can see a primary care physician, ER, nurse or clinic. The ER costs $$$, but are the

fastest & I have insurance.

Comparison white papersExpert GuidesLive interactions

Live Demo

Buyer’s Journey

NEXT-LEVEL LANDING PAGES• Demonstrate more value before people submit their

information

• Use content samples to show people a preview

• If your landing page is for a webinar, consider making a preview or sample video

• Include social proof, if available

NEXT LEVEL AGENDA

• Converting more visitors on a landing page

• Move leads through the funnel more quickly

• Hand them off to sales with more information

• Celebrate!

CONVERSION PATH

• Knowing which offers to use and when to use them determines your conversion paths

• Your awareness offers should lead people to consideration offers

• Your consideration offers should lead people to decision offers

• If you have your content mapped out beforehand, this is much easier

CONVERSION PATH• Begin with the end in mind

• What do you ultimately want a lead to accomplish? (e.g. Demo, Trial, Consultation)

• Reverse engineer from there

• Before people fill out the demo form, what should they know about your solution?

SIMPLE CONVERSION PATH

Traffic Source (CTA, Ad, Email)

Landing page with Form Thank You Page

Follow-up email

(Avoid using inline thank you messages)

How can we improve on this to move people through the sales process more quickly?

ADD A SECONDARY OFFER

Traffic Source

LP w/form

Thank You page w/

secondary offer & form

Follow-up email

Final Thank You page

Follow-up email

THEN INCORPORATE LEAD NURTURING

Traffic Source

LP w/form

Thank You page w/

secondary offer & form

Follow-up email

Final Thank You page

Lead Nurturing - level 1

Follow-up email

Lead Nurturing - level 2

THEN INCORPORATE LEAD NURTURING

Traffic Source

LP w/form

Thank You page w/

secondary offer & form

Follow-up email

Final Thank You page

Lead Nurturing - level 1

Follow-up email

Lead Nurturing - level 2

NEXT-LEVEL THANK YOU PAGES

• Use smart content to personalize the headline (e.g. “Parker, here’s your copy of this great ebook”)

• Use smart content to personalize the next offer’s headline (e.g. “Learn how this checklist can help Jaxzen Marketing Strategies”)

• Use smart forms to collect more information

BONUS: NEXT-LEVEL CAMPAIGNS

• Organize all of your assets into one campaign

• You can clone campaigns, and then you have a starting point for everything, you just need to update the content

• Massive Timesaver

NEXT LEVEL AGENDA

• Converting more visitors on a landing page

• Move leads through the funnel more quickly

• Hand them off to sales with more information

• Celebrate!

SMART FORMS AND DATA COLLECTION

• Determine with sales what information you need to qualify a prospect

• Incorporate that as queued questions on all of your landing page forms

• You can try to capture enough information on the second offer to qualify and pass along to sales

NEXT LEVEL AGENDA

• Converting more visitors on a landing page

• Move leads through the funnel more quickly

• Hand them off to sales with more information

• Celebrate!

Woohoo!

QUESTIONS?