Copywriting III

Web Content: Landing pages and lead generation

Course outline and objectives

Strategy Direct Mail Web copy Public relations

You are here

Marketing tactics

CRM

Landing pages

Direct marketing

SEO

Public relations

behaviour

Content

behaviour

Lead nurturingLead nurturing

Generate leadsGenerate leads

Social + business Intel

Social + business Intel

Lead distributionLead distribution

Marketing automationMarketing

automation

Lead qualification

Lead qualification

Lead FlowLead Flow

YOU ARE HERE – and this is where you will stay

Lead nurturingLead nurturing

Generate leads

Generate leads

Social + business

Intel

Social + business

Intel

Lead distribution

Lead distribution

Marketing automationMarketing

automation

Lead qualification

Lead qualification

Lead FlowLead Flow

YOU ARE HERE – and this is where you will stay

Attracting Website Visitors Q: What most influenced your decision to visit the site?

If I hear you say “marketing plan” one more time…

• Satisfy your user’s needs…• Know your audience’s concerns, hopes. • Consider desired tasks. Make these

prominent. • Provide information to support decision-

making. • Write easy-to-understand task instructions.

Make every customer interaction count

• Who is the customer and where are they in the process?

•The buyer PERSONA

Time to rethink your approach.

• What do you want to know? • What do you need to do? • What do you need to feel comfortable and

smart? • What do you care about … really?

Digital content: best practices

Make the information:• easy to access• concise

•like a story• consistent• new / fresh• “standalone”

Lead generation: landing pages

Best practices: Test A/B

Customer is kingCreate unique visitor profiles Social media interaction Mobile, tablet, forget about it

Two things I want you to remember

1. Understand the buyer persona2. Know where they are “at”

Don’t rush the process

• Pushing “late stage” content is a turn off• Start with educational and informative

content first

What constitutes web content?

Broadly speaking, there are three types of content. Remember, though, that they are not necessarily mutually exclusive, nor do they need to be:

• Educational• Entertaining• Interactive

Audience-focused fer sher

Dow Corning: “Innovative solutions for wound management,”

Good question

“There are about a million IT companies floating around, then why us? Reasonable question! The answer is simple… because, WE ARE THE BEST! Best in Quality, Service and Post Service Relations…”

Our friend Maslow

Transcendence: help others realize their potentialSelf-actualization: realize your own potential, self-fulfillment,

peak experiencesAesthetic: symmetry, order, beauty, balanceLearning: know, understand, mentally connectEsteem: achieve, be competent, gain approval, independence,

statusBelonging: love, family, friends, affectionSecurity: protection, safety, stabilityPhysical: hunger, thirst, bodily comfort

Determine your end objectives up front

Most B2B companies' primary objectives for offering free content are:

1. attracting prospects2. nurturing relationships with existing clients

B2C brands are generally trying to sell directly to consumers or raise brand awareness to increase retail demand and market share.Generally, both B2B and B2C companies are interested in increasing their customer databases for future marketing opportunities.

Be useful

• Know what I want, and show me you do• Help me accomplish something• Deliver on your promises • Answer my questions - before I have them

Marketing objectives• Overcome resistance• Create a connection• Motivate or inspire• Mobilize or reinvigorate• Use real world events• Introduce new directions• Show value proposition

Marketing objectives• Increase customer spend• Educate about an aspect of offer• Break into a new market• Create leads or keep feeding them• Enhance loyalty• Communicate USP• Increase market share

What types of story do you want to tell?

Mystery, romance, comedy, drama or adventure?

Let the characters do the talking

Connect• Emotional• Paint a picture (experiences)• Tell a story• Get the reader involved• Build (and maintain) the relationship

So where do we end up?

• Branded journalism

Branded Journalism

• Based on search• You are a content creator• Not a new idea (John Deere 1895)