Most search marketers are aware that landing pages are important. Several studies, as well as the search engines themselves, tout the benefits of taking online searchers to a targeted landing page.
The strength of the landing page is a critical factor for getting the visitor to take a specific action that moves them to the next step in the sales process.
Research reveals that marketers who consistently test and tweak their landing pages see an average lift of 40%.
The Content Challenge
Collecting landing page content to build a variety of targeted landing pages can be a challenge for software marketers who work with product management. Product marketers want to be involved, but unfamiliar with how search marketing works deliver brochure or product positioning copy.
Build More Effective Pages
The template below was created to facilitate the development of highly targeted, and effective landing pages to support online advertising campaigns and pay-per-click search advertising. Completed, the template provides background content, and helps marketers build campaigns that meet corporate objectives.
Many items contain a short example of the type of content that would be most valuable. You can modify these examples to fit your company’s products.
The template asks for more content than will be used, but provides an excellent source of material which can be combined into an effective landing page. In addition, with more content available, you can optimize your campaigns by testing different versions of the page.
Finally, I’ve found that the template is a good education tool, facilitating future campaigns across the organization.
Date Requested: x/xx/2006
Requested By: Your Name
Time Frame: “Go Live” xxxx xx, 2006
Type of Campaign: Pay-per-click, online banner
Media: Google, MIVA, Yahoo, CRM Today, BI for Business
Product: Your Product Name
Primary Audience Profile: Google searchers who are looking for solutions to improve/manage sales forecasting.
Source of Lead: Please list the keywords or include creative concept/copy for banners that this landing page will support. For example a keyword list related to sales forecasting could include:
Example of Keywords
* Forecasting software
* Sales forecasting
* Forecast software
* Demand forecasting
* Sales forecasting software
* Sales forecasts
* Business forecast
* Forecasting tools
* Forecast tool
* Forecasting solutions
* And many more.
Desired Response: To get the searcher to register for more information, increasing the number of highly qualified sales force automation opportunities.
Logo: Include logo sample, or link to file.
Offer(s): Landing pages may include multiple offers to increase conversion rates. Please include applicable links of current materials that best illustrate the benefits of your product and that you feel are highly valued by your prospect. We will test multiple offers to determine the optimal offer/mix.
#1 Demo. Include URL of a short demo that shows your product in action.
#2 Whitepaper. Include URL of a whitepaper that relates to your product and includes valuable information to help the prospect make a decision. Don’t include whitepapers that are marketing fluff.
#3 Case study. Include a link, or links to case studies that you feel best illustrate the strengths of your product and/or are well known, respected accounts.
# 4 Expert opinions. Include links to analyst reports that your company has the right to use, and that are relevant to the searchers interest.
Screen Capture: A screen image of the product will be presented as a thumbnail that zooms to full size. Please include a screen capture that will engage the viewer and illustrate core product functionality.
For maximum clarity, capture the screens in full screen mode using the print screen key. Past them into Paint (start/programs/accessories/paint) and save as a bitmap using the name of the application.
Screen Call-Outs: List three main features and corresponding benefits that could be highlighted in the screen capture you’ve selected for this landing page.
Testimonial: Include one concise (20 words) user or analyst quote that totally “sells” your product. Include the source name, title, and company.
Award: Has your product won an award? Been rated 1st by industry analysts? Include the logo and name of reward.
Feature list: Please list the 9 most compelling features of your product.
* Sales Forecasting
* Sales Management
* Pipeline Management
* Territory Management
* Lead Routing and Assignment
* Account & Contact Management
* Sales Process Coach / Workflow
* Sales Analytics
* Sales Reports
* And much more
Benefit list: Please list the 9 most compelling benefits of your product.
Headline: Write a 5 to 7 word headline that captures the searchers attention and relates to the problem they are trying to solve.
Body Copy: Identify the audience, problem, main benefits, and offer in 100 words or less. Bullets work nicely for this. Here’s an example of a landing page for searchers interested in sales forecasting.
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