B2B Landing Page Strategies

November 27th, 2009 by admin

Recently, I was reading Julie Joyce’s Link Week article, 8 Tips To Make PPC Work With Link Building Efforts, and really enjoyed the premise of combining two disciplines that are often very separate in a marketing organization. Julie’s article got me thinking about some of the work we have been doing in the area of landing page optimization, and how those efforts are sometimes being tied to social media marketing and lead nurturing efforts that do not traditionally “talk” to, or integrate with, PPC Marketing.

Conventional wisdom in the world of landing page optimization is that “less is more.” Keep the visitor focused on the conversion action typically a contact form in B2B marketing - by stripping out content and navigation. We have certainly seen successful landing page tests that take this into account (even stripping out small noise contributors such as breadcrumb trails.)

But, almost every B2B marketer faces some common challenges that conflict with this methodology:

Long sales cycles
Multiple buyers & purchasing influencers
Complex messaging
Need to educate prospects
Demonstrating ROI and value

The key in B2B marketing is to get someone to become aware, listen, and be interested in engaging with you.

Not every offer or campaign will resonate with the reader and convert that website visitor into a lead. If you have just spent $6.83 (for example) paying for a click on a PPC ad for a keyword that is spot-on for your category, it’s a good idea to do what you can to maximize that interaction. Even if you have a great offer, you may have brought a visitor to your site that just isn’t interested in what you have to say at the moment, but that person could be a fantastic prospect over the long run.

Here are some suggestions for how to maximize your chances of staying on that person’s radar, and in the loop with that company’s buying cycle in general:

Tagline to remember

Expect high bounce rates with any landing page you create. Not all of the people leaving right away are a poor fit for your company. Give your visitors that one, perfect sound bite that they will remember the next time they are thinking about the same thing that brought them to your landing page in the first place. You probably use short value/branding statements all the time in your overall marketing efforts, so just make sure to emphasize this tactic on landing pages as well. Don’t rely on someone looking up at the top, left corner of your site and seeing your logo with the company’s tagline. Create a phrase that resonates with the keywords and/or concept that brought them to this landing page, and put it right out there for them on the page itself.

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