Effective Website Landing Pages are any web pages that a visitor arrives at or “lands” on. However, when discussing landing pages within the realm of digital marketing, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective. This objective could be sign-ups (Lead Generation), sales or any specific interaction that benefits your organisation.
Creating Marketing Personas that actually work for your business.
The creation of ‘personas’ or Persona Marketing to give it its formal title is one of the first things students learn when studying for marketing degrees. As a result, it’s a technique that’s often much maligned and thought of as being old-fashioned. However, in real terms the first thing any marketer needs to figure out is who exactly is it they’re trying to sell to. This is where Persona Marketing comes into it’s own. There are two elements to the process, firstly figuring out who your customers are, and then figuring out how to market to them in just the right way.
Increasing your website’s organic traffic is the holy grail of most business owners and marketing managers. The challenge is always to make sure your business is found over a competitor’s. SEO and PPC obviously play an important part in this, especially when short-term wins are required, however, they’re not the be all and end all and there’s actually plenty you can do to boost organic site traffic.
Facebook Lookalike Audiences are a tool we use a lot when targeting potential customers for our clients on Facebook. Essentially Facebook lookalike audiences are audiences that are demographically similar to your current custom audience or mailing list. When we create a Facebook Lookalike Audience, we take your source custom audience and we use Facebook to identify the common qualities of the people in it, such as demographic information, location or interests. Facebook then finds people who are similar to (or “look like”) them in the locations we are targeting.
As a result, Facebook Lookalike Audiences are a very powerful way to reach new people who are likely to be interested in your business because they’re similar to people who already are.
We manage the size of Lookalike Audiences during the creation process and smaller audiences are more defined and will more closely match your source audience. Creating a larger audience increases your potential reach, but reduces the level of similarity between the Lookalike Audience and source audience.
As with so many things in Social Media Marketing, the better the quality of your source material, the better the performance you can expect from your lookalike audience. For instance, if your source email list is properly defined and segmented by value (for example, actual customers instead of just newsletter sign ups or people in the actual location you’re trading in) you can expect to get a greater level of performance from the created lookalike audience.
Here’s an example of how to use Facebook Lookalike Audiences effectively:We’re working with a housing developer who builds 3 & 4 bedroom homes in the Herts, Beds & Bucks region in the UK. They had a development last year of 10 houses in Bedford and in the process of marketing the development they amassed 300 email addresses of people who wanted more information on the development. The site sold quickly and the developer was now looking to release another development to the market, just 9 miles away from the first site.
The first job we did was clean the data, then we imported the email list into Facebook, creating a custom audience (Who we also marketed to directly). From this custom audience, we were then able to create a lookalike audience of 1000 people who matched the demographic profile of the people interested in the first site. We created a series of creative adverts to test tone and image preference and began marketing to this lookalike audience directly. Through a process of A/B testing, we were then able to narrow down to just 4 effective adverts that drove clicks to the landing pages on the mini-site for the development.
In just 2 weeks we had created a marketing funnel for the new development that drove traffic to specific landing pages where visitors were required to sign up for more information on the new development. At the end of our initial 1 month marketing period, we had acquired over 4000 visits to the mini-site, acquired over 700 email addresses of interested parties and the developer was having active conversations with potential customers. By month 3, the developer had sold half of the development off plan before completing groundworks.
As you can see the lookalike audience is an incredibly powerful social media marketing tool that finds and creates likely customers based on your known customer base. You can create up to 500 Lookalike Audiences from a single source audience and importantly those people already in your source audience will be excluded from your campaign.
What is Thought Leadership and why you should be using it in your digital marketing
Thought Leadership may bring up images of evil scientists carrying out mind control experiments, and as a term, I always feel a little silly using it in client meetings, but Thought Leadership is a powerful tool to keep in your digital marketing arsenal.
In very simple terms, Thought Leadership is the process by which you leverage yourself (or your company) as an expert and authority within your industry. The goal of thought leadership marketing is not to create sales heavy content, but to provide an entry point to your business by branding yourself as an expert. There are still opportunities to highlight your product or service, but first and foremost you want to be viewed as knowledgeable and importantly, willing to help.
How do we use Thought Leadership in digital marketing?
Well, firstly you need to identify the questions your target Demographic or audience is asking. Once you have the questions, you can then build your TL marketing strategy around the answers to those questions. Generally speaking, when someone is looking for the answer to a question, more often than not, they’ll type that question, or a string of words similar to that question, directly into Google.
Once you have your question you can begin crafting your content in such a way as to answer them in the best way possible. A good place to start is to consider what problem your product or service solves for your target audience.
Let’s look at a Thought Leadership example in action.
We have a building client who specialises in building extensions in Hertfordshire and Bedfordshire. They’ve been in the industry for roughly 10 years and have noticed it getting increasingly competitive recently. They’re experts in getting their clients plans through the planning permission process and work closely with architects to ensure that this happens, ensuring all relevant specifications are adhered to etc.
The planning process can be a tricky one, and failing to get planning permission can mean going back to the drawing board and reapplying multiple times before the local planners are satisfied. All of which costs money, time and hassle – which puts a lot of people off.
Our client is/has:
- An expert with many years experience.
- Built over 20 loft conversions and 50 extensions
- Significant experience working with the local planners
- A significant amount of happy customers
Our first task was to define the questions that their target audience were asking. So rather than start with Keyword planner and other online tools, we sent an email to the clients they have worked with, in the last 3 years, with a questionnaire. Once we had the results we looked through and found the top 5 clients who most matched our clients preferred client type – young professional couples, who were cash rich and time poor (our client does high specification work).
With these results, we began crafting content that best answered their questions. Which revolved around planning difficulties, luxury extensions, best use of space and low-impact building work. We were able to write a series of blog posts that leveraged our client’s planning expertise, filled with useful information and links to trusted architect partners. The copy refrained from being overtly salesy but linked to our client’s most recent projects at several points in the article.
The results were excellent. Our client was leveraged into a position of ‘trusted expert’ in the local area and they have a steady stream of work.
One of the key takeaway points is that thought Leadership marketing is an ongoing process. In order to get the best from it, you need to keep doing it to build on your results. In the case of the builder, they continue to create articles addressing planning issues in the area and presenting case studies of their work with in-depth information about the build process.
Thought Leadership: Going beyond the company blog.
One of the great things about well written, engaging TL copy is that it can be shared across multiple channels and isn’t just restricted to the company blog. Social Media is TL’s best friend. By sharing engaging, well-written content and providing value on an SM channel like Twitter, Facebook, LinkedIn or even a niche forum community you are answering timely questions and showing people your company is an expert in the industry, and there to help.