optimize your b2b advertising with targeted landing pages
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Optimize Your B2B Advertisingwith TARGETED LANDING PAGES
EBook 2 in a 3 Part Series
PRO
mArketing
library
Optimize Your B2B Advertising with Targeted Landing Page | Page 2
LAnding PAge Trends
Online advertising that uses landing pages typically sees a
conversion rate improvement of at least 25%. (source)
Yet...
62% of B2B companies that use landing pages have six or
fewer total landing pages. (source)
Landing pages (LPs for short) are a prime location for lead capture. After spending
loads of money on online advertising campaigns, the next crucial step is optimizing your
destination links. Despite the data that practically screams at us to use targeted landing
pages, we still see companies using their homepage instead: In fact, 44% of clicks for
B2B companies are directed to a homepage, not a landing page (source). Landing pages
are crucial in today’s digital environment. A landing page is your opportunity to convert
your visitors, whether that is defined as obtaining the necessary information to follow
up with them, or immediately converting them into customers. When a visitor lands on
an LP, it is because he was driven by a specific message associated with the correlating
campaign. A focused landing page can give you insight into a prospect’s motivation,
making them essential for converting visitors.
In the case of B2B landing pages, the number of forms completed (and the amount of a
visitor’s information collected) defines the success of your campaign. In this ebook, we
will go through the challenges in optimizing your landing pages and the importance of
landing pages for your B2B ads.
Optimize Your B2B Advertising with Targeted Landing Page | Page 3
LAnding PAge ChALLenges
There are two key challenges to optimizing your landing pages for the highest possible
conversions. First, there are various visitor types from different sources that visit your
landing pages, whether it be through paid, social, or email campaigns. Using the same
language on the landing page as you did in the correlating campaign — what marketers
like to call “message match” — is important in developing trust with the visitor and
persuading them to convert. People who land on your landing pages need to be persuaded
with targeted messaging. Different visitor types, campaigns, industries, and locations
demand thousands of different messages. But who has the time to set up thousands of
landing pages for each targeted message and visitor type?
Once you’ve given your visitors a targeted message, your second challenge it to capture
the data you need for conversion, which usually involves filling out a form. Getting your
visitors to fill out a form can be a major feat. People don’t give away their data easily. You
have to prove that your brand is reliable through the messaging and images displayed
on your landing page.
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WhY OPTimize YOur LAnding PAge?
Expedite the Process - Landing pages capture data on your prospects that helps
you expedite the B2B sales process. Once you have their information, you are able to
place them in the sales cycle and hopefully turn them into customers.
Lower Cost Per Lead - As your landing pages become more successful, your cost
per lead goes down. You’ll need to invest in driving traffic to those landing pages. This
price is a sunk cost, and it remains the same regardless of how many of these visitors
convert. But as more visitors convert, your cost per lead goes down. Once you optimize
your landing pages to convert more visitors, you will see a major drop in your cost per
lead.
Landing Page Visitors Cost You Money! - As we said above, you are paying for
each visitor to your landing page, whether it is through paid online ads, social campaigns,
emails, or content creation. A lot of money and effort goes into these campaigns. If you
don’t optimize your landing page, these costly visitors will become just that — very, very
costly.
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LAnding PAge sTruCTure
When building a landing page, there are a few things to keep in mind. A successful
landing page answers the following three questions at first glance:
1. Who are you?
LOGO: This is where your logo comes in. Placing your logo in the top left corner of the
landing page tells your visitor who you are. The colors and graphical elements on the
page also help define who you are, so be sure all LP elements are branded.
2. What can you do for me?
OFFER: The offer and graphic images you have on your landing page should answer
this question right away. The best offers are always big, bold, brief, and relevant. Be
sure your offer matches up with the ads and links that take you to this landing page.
“Message match”, or keeping to the same language throughout the campaign, will help
build trust and consistency.
GRAPHIC: Landing pages NEED an image — a beautiful, persuasive, relevant image. It
can be a nice illustration, a photo, or an image of the offer you are presenting — as long
as it is relevant.
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3. How do I redeem this offer?
CALL-tO-ACtIOn (CtA): CTAs should be persuasive and clear. If your CTA is to
download an asset or redeem a prize, make sure the necessary steps are obvious and easy
to complete.
nAVIGAtIOn vs nO nAVIGAtIOn: Navigation versus no navigation on landing
pages is a common debate among marketers. Website Optimizer tested it and found that
removing navigation increases conversion by 100%—and since conversion is the goal,
many marketers believe that removing LP navigation is the smarter choice. A navigation
panel might distract your visitors from the primary CTA. Yet other marketers concede
that giving visitors more options to explore increases usability and allows them to learn
more about the company.
FORM: The form’s length and usability is crucial in getting conversions. There is a
balance marketers need to achieve between gathering enough visitor data and earning
the highest number of conversions. But the fact remains, the less form fields your visitors
need to fill out, the greater the number of leads you will get, so keep the quantity of fields
at a minimum.
Landing pages should always be usable, persuasive, and trustworthy.
exAmPLes{ }
Optimize Your B2B Advertising with Targeted Landing Pages | Page 8
We love everything about this Apigee
landing page. With a strong, persuasive,
relevant offer that is big and bold, this
ebook landing page does the trick. There is
a nice graphic with more explanatory text
on what is included in the offer and why it
is important. The Twitter comments about
the ebook only help solidify your trust in
the brand and its offer. The form includes
only the necessary fields and even offers
an auto-fill option with your social media
profiles — talk about excellent usability.
Optimize Your B2B Advertising with Targeted Landing Pages | Page 9
This Box landing page has great,
relevant graphics accompanying
the offer. Box decided to forgo
navigation in hopes of a higher
conversion rate. Including some
of their customers at the bottom
definitely adds to their credibility
and clout. The CTA button is big
and bold while the form itself has
a few too many fields. Data append
form completion would help their
conversion rate.
Optimize Your B2B Advertising with Targeted Landing Pages | Page 10
This Mulesoft landing page has all the
right elements for an optimized LP. A big,
bold offer and image is included with some
persuasive highlights. They also opted
to not include navigation, narrowing the
visitors’ options down to either leaving or
converting.
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This ebook landing page of ours
has one nice feature we want
to point out: the form is only
two fields long, optimized for
the visitor to convert, while on
the backend, we append all the
necessary firmographic data into
our CMS. (More information on
Form Completion on page 13.)
Optimize Your B2B Advertising with Targeted Landing Page | Page 12
hOW dO YOu YOur B2B LAnding PAges?
Targeted Messaging As a B2B company, you’re probably targeting multiple industries, as well as multiple
organizations. Since the B2B sales cycle is so complex, you are often targeting multiple
decision makers within an organization. Each and every one of these different targeted
segments requires a different personalized message.
And as we’ve noted, studies find a direct correlation between the number of landing pages
businesses have and the number of leads that they generate. So aside from creating 30
or 40 different landing pages with different calls-to-action and having to deal with your
IT department and a designer, what other solutions are there?
Automatic, Dynamic CTAs According to MarketingSherpa, getting landing pages built and tested is indeed one of
the top five challenges faced by B2B marketers. And that doesn’t include creating the
the corresponding social post, email, or ad you are using to target each specific audience.
You can eliminate the hassle of landing page creation, testing, and linking by
automatically identifying which CTA is most effective. With Auto-Tune — the Insightera
engine that automatically serves up the best perfoming A/B campaigns — you’ll be able
Optimize Your B2B Advertising with Targeted Landing Page | Page 13
to offer dynamic, personalized messaging for prospects based on their industry, job title,
or organization. Imagine the time you’ll save by creating landing pages “on the fly”.
All you have to do is create the content. Insightera’s machine-learning platform will take
care of the rest.
Shorter Forms, Richer ConversionsWith all of these different landing pages, you’ll need to accurately capture different
visitor information. More form fields mean more accurate data — but often fewer
conversions. Insightera’s form completion automatically appends important company
profiling information so that your visitors don’t have to fill out information you already
have — only information you need. Fewer fields, higher conversions.
Optimize Your B2B Advertising with Targeted Landing Page | Page 14
ConclusionImproving your B2B ads is only the first step to executing successful ad campaigns.
Ensuring you have optimized landing pages is the crucial next step towards marketing
bliss. A focus on landing page optimization will expedite the customer journey and
lower your cost per lead. Consider every element of your landing page, from layout to
graphics, from the offer to your CTA button. Keep your forms short and stick to targeted
messaging, consistently offering your visitors the most relevant offer.
segment and Personalize Based on:
shOW me insighTerA
location digital behavior
industryorganization
r e A L - t i m e
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