Brain Vibe

marketing muses to stay engaged

Death of a Landing Page

Let’s talk landing page optimization.  At it’s essence you optimize for the acquisition – lead capture, purchase.  Why does a landing page only have to be optimized for bottom of the funnel results?

That’s what I’ve been toying with of late for our b2b marketing efforts.  When I’ve bounced this off my fellow marketers they either look at me like I’m crazy, or nod their heads pretending to agree but, they think I’m crazy.

I’m looking at ways to engage the market along their buying process, not my sales engagement model.  Sometimes, people that gather information just aren’t ready to speak with a telemarketer or sales person. Why ruin the beginnings of a great relationship with a hard sell?

So, now I’m looking at our online marketing efforts (ppc and display) and thinking about killing landing pages.  Not in all cases, they are still useful for those that are ready to talk.  But, for campaigns that are aimed as top of the funnel engagement, why bother?

Here is my thinking, if I’m working a campaign that is top of the funnel, why not leverage a portal page design within my company’s website that are content rich with lots of interaction points, including bottom of the funnel captures.  How about designing the entry point to my products, solutions, and services areas so that they have landing page qualities positioning content options based on the visitor need – education, evaluation, community.  I should be doing this anyway, so why not leverage within the context of my online advertising efforts?

If done right,

  • visitors have options to engage with my company to build and deepen the relationship with us, increasing the chances they remain a customer or eventually buy our solutions and services
  • retargeting efforts for bottom of the funnel investment should improve in effectiveness and efficiency
  • I can track visitor behavior and improve my lead scoring providing higher quality leads to sales

The other reason I’m considering moving forward with this is that it provides a more integrated and consistent approach to communicating and interacting with the market.  It forces online advertising to better assimilate and integrate with marketing campaigns, improving overall effectiveness.  It also creates a seamlessness between online ads, social media, and the website.

The biggest push back I’m getting is from inside sales who think I’m going to dry up their lead queue.  I think that is nonsense.  If anything, it should not only increase the quality that is passed, but by building relationships vs. going in for the kill we have the opportunity not to loose leads in our process.  By thinking about the buying process overall, online advertising becomes richer in its ability to attract and interact across a wider audience increasing lead volume and producing a larger and more long term pool of customers for near and long term sales.

Have you tried this out in your b2b online marketing strategy?  Did it work?  Or, am I really crazy?


Filed under: Lead management, marketing/advertising, social media, , , , ,

One Response

  1. John Cass says:

    Michele, I don’t think you are crazy at all. In fact isn’t there a whole industry dedicated to this concept, “content marketing,” essentially the view that the way to develop prospects is to develop valuable content that answers people’s questions, and through those answers influences people to want to continue to learn more and eventually compete.

    In the case where you are building landing pages for PPC campaigns I also think you might have several sets of keywords, one set of keywords is obviously conducted by people who are researching a product, while another is a being used by people who are in the buying stage. Though if the argument is correct, by the time people are at the buy stage, they may have already research several vendors, and you will not be in the running.

    If there are different sets of prospects, people at different points on the pipeline, then it makes sense you want to target the top of funnel as well as at the bottom of the funnel. I think you can do both, and marketing is iterative anyway, see if the campaigns produce results. Though, you may have to be more patient with the research keywords.

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