5 Keys to Using Landing Pages as Sales Strategy Touchpoints

5 Keys to Using Landing Pages as Sales Strategy Touchpoints

Landing pages can play a central role in nearly any successful online sales strategy. On the surface, the customer journey seems straightforward enough. They arrive on the landing page, engage with the call-to-action, and complete the desired behavior. Indeed, landing pages can serve as powerful lead generation tools, which lead to increased sales and bigger profits.

But, as with everything else in business and in life, the devil is in the details. Whether you’re thinking about adding landing pages as a new customer touchpoint or you want to improve the performance of your existing landing pages, make sure that you nail all five of these critical components if you want those landing pages to perform the way you want them to.

Attract the Right Kind of Traffic

Your initial inclination might be to drive as much traffic toward your landing pages as possible. You must fight this urge. If you seek out traffic indiscriminately, you’re simply throwing your resources (and your budget) out the window. It’s a waste. It doesn’t make sense to drive millions of page views if only a tiny fraction have even the remotest of interest in what you have to offer.

And when it comes to knowing who your target audience is, it’s all about the offer and value that is being presented.

A perfect example of this can be seen through accessiBe, which is an automated solution for helping websites and online businesses become ADA & WCAG compliant.

And this is important to note, as their obvious target audience is business owners and brands that have a website in place that isn’t fully accessible to all audiences. This also means that pretty much all of their marketing and paid advertising should be focused on obtaining only that audience type, while not focusing on a general audience.

To further stress this point, when it comes to the actual landing pages and content found on it, accessiBe has done an excellent job here. Not only have they covered the basics and necessities of compliance, they’ve also listed free trial, demo, and user chat right on the same page.

And as we continue to see more site owners and brands searching for keywords relating to “ada compliance,” it’s important to have a great first impression and sales page in place, while also showing offer exactly how the site and solution works.

Leverage a Smart Sales Strategy

Just as you need to be mindful about how you might spend your paid search marketing budget, you need to be equally strategic with your sales strategy as a whole. This means, in many instances, that you may need to fight against your gut instinct and let the data do the talking.

To this end, developing the best sales strategy means tapping into the best sales intelligence. A great example of this is what you find from a service like SimilarWeb. Use the digital insights of the tool to “find, close and retain more business.” Using the context of B2B, this sort of sales insight and intelligence empowers you to filter through relevant opportunities from over 100 million potential companies.

The interaction between your landing pages and these emerging opportunities is very much a two-way street. When you better identify exactly who your ideal customers may be, you can better optimize your landing pages to address their “pain points” more directly. It’s an old adage that still holds true. Sell the benefits, not the features.

When you know your customers, and you know the problem they’re trying to solve, you can better articulate the benefits and value you can provide. This is how you can craft the perfect sales pitch and implement it into your existing or new landing pages.

Focus Your Call to Action

Just as some beginning marketers might take too broad an approach in targeting keywords, they may also be tempted to throw everything at the wall in an effort to maximize their chances of success with a landing page. Sign up for a free trial. Subscribe to our newsletter. Follow us on social media. Buy this product.

That’s far too many calls-to-action (CTAs). The truth is that having too many CTAs will not give you the “best chance” at getting something out of a visitor. Instead, all it will do is confuse and distract the visitor. When there are too many options, the visitor is likely to interact with none of them at all. In other words, clearly define what your goals are before you even get started.

Take a look at this example for the upcoming Nissan Pathfinder SUV. Yes, it has multiple CTAs, but the intent isn’t really diluted. Two of the most prominent red buttons are for “build & price.” They want the customer to envision themselves buying and driving this vehicle.

Both “view offers” and “reserve yours now” encourage a similar step forward in the buyer’s journey.

Offer an Immediately Enticing Incentive

As much as you would like a visitor to read through the entirety of your cleverly crafted sales copy, most of them won’t. You’ve got literal seconds to grab their attention and entice them to act. So, make it obvious and make it immediate. Act now. This is a good deal. Look how much you can save right now.

You must clearly articulate your value in a way that is immediately obvious. Take this example from Audible.com, particularly for Prime Day.

You can see the yellow button to “try Audible Premium Plus free.” That might catch your eye, but it probably wasn’t the first thing to catch your eye. Featured even more prominently, even though it’s a bit further down the page, is “save 53%.” You’ll notice that “save 53%” is larger than “on your first 4 months” too.

Amazon is making it immediately obvious what benefit it is offering. Here is an incentive for visitors to act now. Depending on context, you can also create a sense of urgency with “act now” or a countdown timer for a “limited time offer.”

Keep Accessibility and Usability in Mind

When putting together a landing page as a cornerstone touchpoint for your larger sales strategy, you might think about your keywords, your traffic sources, your visuals, and your offer, among other considerations. One aspect that many marketers overlook is accessibility.

The W3C (World Wide Web Consortium) strives to develop “open standards to ensure the long-term growth of the Web.” One big part of that is the Web Accessibility Initiative (WAI). You might think that people with disabilities and other challenges make up a small proportion of your potential customer base, but it’s likely that you’d be mistaken. Even that aside, accessibility and usability are important for all users everywhere.

If your landing page doesn’t quite render properly on a certain mobile device, you’ve already lost a customer. If the text is hard to read, you’ve lost another customer. It is absolutely in your best interest to be as vigilant as possible in this regard.

What’s more, accessibility can indeed be a ranking factor. It’s “good for SEO and sales,” according to Roger Montti of Search Engine Journal. Accessibility plays into many factors, including SEO, bounce rates, sales and more.

Prepare to Pivot and Adapt

The five elements or considerations discussed above will continue to be critically important to your sales strategy generally, and to landing pages in particular, even if certain specifics change in the future. They serve as core principles, building a foundation for a sound sales strategy. As web design standards evolve and search algorithms adapt, so must your approach to customer acquisition.

Your landing page is not a static entity. It also needs to improve, grow, and optimize over time. Take the right sales insights and metrics to heart, and adjust accordingly. Let the data be your guide.

5 Brilliant Strategies for Getting More Blog Followers

5 Brilliant Strategies for Getting More Blog Followers

Are you looking for a way to grow your business and get more blog followers? If so, you’re not alone. Business owners and marketers across all industries understand the importance of a strong content marketing strategy.

When your website is jam-packed with well-written, helpful blog posts, people are more likely to return for repeat visits. You may also be shocked to learn that 70% of consumers prefer to get to know companies through their content instead of promotions.

In other words, an effective content marketing strategy can help you build trust, keep visitors engaged, and secure more sales.

Today, we will show you several ways you can get more blog followers. The tips below have all worked for our brands, and with time and patience, these strategies can work for you.

Let’s dive in!

(Pssst. Do you still need help getting your new blog set up? We have you covered. Click here!)

1.Get to Know Your Audience Segments

The first thing we want to talk about is your audience segments. All businesses have diverse customers that all have different interests, pain points, and goals. The culmination of these traits adds up to unique customer personas.

Customer personas, simply put, are the different groups of customers that each business services. So, for instance, an online pet store would have personas for cat owners, dog owners, and people who are crazy about birds.

Because each group has unique interests, the content they want to see can be varied as well. As a result, you have to work hard to create content for your blog that touches on all of the common (and some uncommon) pain points in your industry.

How does this help you get more followers? Well, 47% of online shoppers like to read 3-5 blog posts from a company before becoming a customer. So if you don’t have blog posts that resonate with users, there’s a good chance they will quickly leave your site.

You can design customer personas by examining your Google Analytics data and customer feedback forms. Think about the specific needs of customers who purchase each of your products. Then, create content that matches what your audience wants to see, and you can bet that you’ll get more followers.

2.Optimize Your Blog for Searchability

Next, let’s talk about optimizing your blog for searchability. Search engine optimization (SEO) is the process of improving the ranking of your site with popular search engines, most notably, Google.

If you want people to find your website, you need a blog that’s optimized for search. The best way to start this process is to use Google’s Keyword Planner to identify keywords in your industry with high search volume and low competition.

We suggest looking for plenty of long-tail keywords. Not only do these types of keywords make it easier to identify user intent, but it’s also an excellent way to reach more people who use voice search.

Once you’ve picked a handful of relevant words, start including them strategically throughout your content. Your title, headers, URL, and text body should all contain the keyword so Google crawlers can rank your website on the appropriate page.

Believe it or not, businesses that blog get 524% more pages indexed by Google, so this is one tip you can’t afford to miss.

3.Make it Easy to Connect

One of the biggest problems new website owners make is they don’t ask their blog visitors to subscribe to another marketing channel. If someone leaves your website without subscribing to your email list or enabling some form of notification, you’re missing out on a significant opportunity to bring more people back to your site.

Let’s look at push alerts as an example. In the United States, 15.95% of consumers agreed to receive push alerts to their devices when asked directly. You can use a tool like Push Engage to create segmented campaigns that send unique content and offers to each subscriber.

If used correctly, these types of notifications can help you drive more traffic to your website and drastically boost sales.

We also recommend creating an email signup form on your blog. You can incentivize users to sign up for a lead magnet, like an ebook or promotion. This technique will help you get more email subscribers and ensure that you have an audience ready to check out your latest blog post or flash sale.

4.Host Interactive Events

Interactive events are a powerful way to get more blog traffic. There are countless types of benefits you can participate in. We’ve found success with hosting online giveaways and private webinars for our subscribers.

At this point, it’s up to you to decide what kind of interactive event you use on your blog. If your goal is to bring in brand new people, you may want to consider hosting a giveaway with one of your popular products listed as the grand prize.

You can use your giveaway to dramatically grow your brand awareness and traffic. We suggest setting a rule on your giveaway that asks users to share your event for an additional chance to win.

If you want to gain your subscribers’ trust, you could host an educational webinar. Think back to the customer personas you created in step one. Find a common problem that a majority of your customers want to fix. Create an event and get people to start signing up a few weeks in advance.

There’s a good chance you could see a surge of blog followers leading up to the event and immediately after. Properly timed webinars throughout the year can ensure steady growth during peak periods.

5.Use Social Media to Reach More People

The last tip we want to talk about today is how you can use social media to get more blog followers. When you consider that 3.96 billion people use websites like Facebook, YouTube, and Twitter to shop for products and engage with brands, it’s no surprise that this tip is on the list.

Social media is one of the best ways you can get more people back to your website. Much like our previous tip, there are plenty of exciting ways you can reach more people using your existing social profiles.

We like to spend our time engaging in industry-specific groups. There’s a good chance there are several relevant groups where you can find your target audience. Use this opportunity to get to know potential customers and offer resources through your blog content.

If you’ve done an excellent job researching your audience, you should have an easy time sharing highly relevant posts that catch peoples’ attention and bring them back to your blog.

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Syed Balkhi is an award-winning entrepreneur and online marketing expert. He is the co-founder of OptinMonster, WPBeginner, MonsterInsights, and WPForms.

8 White Hat Strategies for Combating Search Engine Bias

8 White Hat Strategies for Combating Search Engine Bias

While you may view search engines as a neutral tool for querying, in actuality, search engines are created by company-affiliated individuals and operate much like any product. They’re designed to satisfy the consumer and financially benefit the producer.

Although this realistic view of search engine intent shouldn’t necessarily raise any red flags, what might concern you is how search engines serve up results.

Google, in particular, intervenes algorithmically to remove spam results that the search engine believes are useless to the consumer. While it is arguable that less spam is a good and welcome thing, what happens if Google deems your site spam?

In addition to the removal of spam, Google is a habitual booster of massive corporations such as Amazon and Facebook. The rationale for boosting larger sites is not particularly nuanced.

Big names can outperform small companies when it comes to SEO, and they typically offer a wider selection of items that can satisfy the consumer. With that said, this Google bias can underserve your site by burying it under offerings from big names.

In the world of Google bias, you need to understand how the deck is stacked against small businesses and actively work to ensure your site performs to the best of its ability.

How Are Search Engines Biased?

When you encounter the word “bias,” you might associate it with nefarious connotations.

Although there have been claims that Google bias slants search results against particular political leanings, when it comes to search engines, Google bias overall tends to trend more toward erring too heavily on the perceived wants of their audience.

Google search algorithms are based on a slew of information, including the phrasing of your query, the reliability of sources, the relevance of pages, and countless other factors. Even your location and settings can help Google discover the most relevant information for your search.

It stands to reason that the aggregation of this information lends itself toward suggesting sources that try to match and satisfy past behavior, as well as other defining indicators.

In addition to these algorithms, Google bias can be impacted by domain authority (DA), a ranking metric that indicates both your site’s success in ranking on search engines, as well as your site’s perceived expertise surrounding a specific topic.

DA is measured by various factors, including inbound links, which are vitally important to score calculation. With an increased amount of inbound links from other relevant domains comes an increased DA score, in most cases.

The Effect of Search Engine Bias on Businesses

Unfortunately, bias (whether helpful or not) can significantly impact small businesses that have few inbound links and sparse content. For big organizations with equally big wallets, constant content creation can earn inbound links and score a high DA score, helping them land top positions on search engine results pages (SERPs).

Collectively, the above factors can severely limit your site’s search result visibility. Not only are you competing against big brand names, but you’re also losing SERP traction if you’re not actively recruiting inbound links and establishing expertise.

There is also a chance your DA will decrease when a massively popular site (think Twitter) gains a large number of inbound links, deflating your search rank and lowering your overall DA score.

For sites as large as Twitter or Amazon, there’s not much a small business can do to compete with the sheer number of inbound links and resulting high DA. However, you can aim to earn a higher score than your competitors by employing white hat strategies to combat Google bias.

Ethical Strategies for Combating Search Engine Biases

While the above may seem daunting for small-to-medium business owners looking to grab some top-SERP terrain, you can use several strategies to help you compete for those rankings.

By incorporating the following four approaches into your digital strategy, you can compete in the battle for search visibility.

Focus on a Single Subject

While it’s clear that Google bias means delivering results from big-name sites, the algorithm is also partial to sites that focus on a single subject in depth.

This strategy not only helps you earn points in Google’s algorithm, but it also helps you establish yourself as an industry expert in your field.

Instead of creating a range of content, focus on a single topic that satisfies every component of the buyer’s journey and build out a content map from there.

This task might seem overwhelming due to the sheer amount of potential content, so here are three places to start:

  • Content that educates on early-journey topics
  • Content that highlights your point of view on your topic
  • Content that explains industry perspectives on the topic

Build Site Relevance

When we talk about search engines, the word “relevance” references how much a site’s content correlates to the active search term.

Much like DA, relevance is vitally important in determining where your site lands on the SERPs for a specific query.

To improve your site relevance score, you should determine intent around user search and create a content strategy to match those queries.

Also, make sure you are relevant to user queries by having the most up-to-date business information on your site and local search profiles.

Earn Inbound Links

Inbound links (or backlinks) are links coming to your site from an external source. This type of link does a great amount of work to improve your site’s perceived expertise. If another site is linking to your content as a point of clarification or for additional information, you’re clearly an expert in the field.

While this all sounds wonderful, how do you earn those inbound links? With many strategies available for the savvy marketer, below are our top five white hat steps for success that can help you grow your number of inbound links and reduce Google bias.

Score Inbound Links

When you write good content, good things may happen.

Editorial inbound links are the holy grail of link building: they’re free and they’re lasting.

Next time you’re crafting content, consider the true value of the piece and assess how your audience will use it.

If it’s helpful to your industry and includes a how-to, chances are it can earn you at least one inbound editorial link. It’s just because you wrote great content.

Craft Useful Infographics

Infographics are great tools. They allow rapid dissemination of information without a lot of reading.

When you create infographics on topics relevant to your industry, it can exponentially increase the likelihood that another content marketer sees your graphic and links to it in their next blog post.

Give What You Get

Although we’re talking about inbound linking, we can’t discount the power of outbound linking. By linking out to other members in your industry, you grow your community.

Not only that, but you also increase the likelihood that the goodwill outbound linking will return the favor in the form of inbound linking.

Create Unique Content

Notice missing content about your specific industry? Chances are, you’re not the first to notice content holes.

When you encounter missing content, you should prioritize taking advantage of the hole and filling in the gaps in information.

This strategy not only benefits your site by further establishing you as an expert in the field, but it also creates opportunities for others in your industry to link to your content, earning you even more inbound links.

Aid a Journalist in Need

HARO (Help a Reporter Out) is a service that connects journalists with potential sources. Three times a day, HARO sends emails that share topic areas and specific questions journalists are hoping to be answered, like the one in the image below:

When you share responses to these questions, journalists typically indicate your role as the source, linking back to your site and scoring you additional inbound links.

Create Long-Form Content

If you’re not writing long-form content, tomorrow is the day to start.

Long-form content can gain you more online visibility in the measure of likes and shares, an opportunity to engage more with your community, and serve as a clear indicator of industry expertise.

How does long-form content help you combat Google bias?

A serpIQ study found the best-performing content usually tallied over 2,000 words.

Research conducted by Brian Dean underlines the finding that long-form content is much more valuable to users than its shorter counterpart in many cases.

Now that we know long-form content performs better, how can it eliminate Google bias and help make your site more visible to future consumers?

Below are the top two reasons why long-form content can help your site emerge from the shadows of big brands.

Authority

We talked about the importance of establishing expertise in all content development, and this tenet is nowhere more true than in long-form content.

When you create extensive guides, blog posts, white papers, books, and other deep content dives, you not only establish yourself as an expert among your peers, but you also begin to establish yourself as an expert to search engines.

This can give your content and your site a much greater chance of being seen by an unindoctrinated searcher and overcoming existing Google bias.

SEO

When you create long-form content, you have nearly endless opportunities to use keywords to your advantage.

In shorter content, deploying multiple keywords may present a challenge, but with high word counts come more opportunities for you to make your keywords do as much work as possible.

When you start winning on some of your identified keywords, your site can begin to climb in SERP rankings, making you more visible to searchers, providing an edge over your competitors, and removing existing Google bias.

Conclusion

While it is inarguable that Google bias exists, it’s important to remember Google bias isn’t inherently bad, and it doesn’t mean small businesses are incapable of overcoming search barriers.

By incorporating these elements into your digital strategy, you can begin to surmount Google bias and start increasing your site’s rank on the SERPs.

As you implement these strategies, keep customer intent in mind and remember not to create content for content’s sake. Like most things, when it comes to content strategy, quality prevails over quantity.

Which white hat strategy have you found most effective to use against Google bias?