Landing page visitors typically fall into 4 categories:

• Visitors that arrive on your landing page, but leave due to distraction within 10 seconds
• Visitors that leave when they decide your content wasn’t compelling enough
• Visitors that attempt to complete your form, but fail or give up and leave
• Visitors that successfully convert and become leads

With landing pages, you have a very limited time frame to prove your value proposition and get the visitor to convert to a lead. Access Marketing has come up with 5 helpful tips to help you boost landing page effectiveness and raise the number of your B2B conversions.

Keep It Above the Fold – This saying is as true for newspaper advertising as it is for the web. Too much scrolling will hurt your conversion rate. Eliminate as much scrolling as possible by keeping most (if not all) of your important content above the fold…including the call to action!

Simplify Your Form – Nothing is more frustrating to a visitor than arriving at a landing page, seeing a compelling white paper offer, but then realizing they will have to fill in their life history before receiving anything of value. Discourage form abandonment by asking the minimum info required. First name, last name, phone and email are good, as they still give sales enough contact info to follow up.

Test, Test, and Test Again – Sticking to the “one and done” mentality can be very dangerous when it comes to web pages. One great truth about landing pages is they can be continuously improved through testing. Periodically changing the headline, offer, imagery, form length and form field variables can be beneficial to improving lead volume and quality.

Give a Sneak Peek – When was the last time you visited a web page with a header of a business man shaking someone’s hand and said, “Yes, that makes me want to download that white paper!” Chances are…never. Instead, provide a small image of the white paper or demo being offered on your landing page. This gives your visitors something tangible to look forward to and a more compelling reason to convert.

Build Their Trust – Web visitors who are not familiar with your company may be hesitant to give you their contact information, even if they are exchanging it for something of value (like a white paper). Build credibility with the audience and let them know your company is legitimate and their information is safe by listing a few seals, certifications or awards that your company has won in the sidebar or footer of your landing page. Examples include:

• Client testimonials
• Site security badges (i.e. Verisign)
• Ratings from the Better Business Bureau or similar organizations
• Awards and industry recognition

Let Access Marketing help you with your landing page performance. Contact us today!

CMI reports 9 in 10 organizations market with content – regardless of company size or industry. The most popular content marketing tactics include articles, social media, blogs and e-newsletters, with case studies, videos, white papers, and webinars also popular.

With the benefits it brings, it is easy to see why content marketing is where the money’s at. Content marketing can help support multiple business goals, such as brand awareness, customer acquisition, lead generation, customer retention & loyalty, improve sales lead quality, and set the stage during lead nurturing. Many companies are also further increasing the effectiveness of their content marketing pieces by integrating some innovative interactive options, such as embedding audio or video into white papers.
What’s more, the majority of companies (62%) outsource their content marketing to increase efficiency and production. Research shows outsourcing content marketing helps your bottom line, reduces timelines to implementation, lowers costs, and increases success rates.

Convinced content marketing should be on your agenda in 2012? Third party agencies, like Access Marketing Company, can supercharge your content marketing efforts by helping you deliver high quality content that resonates with your target buyers and measuring results with advanced analytics and tools designed to track your marketing reach. Get a plan started, and contact us today!

So, tell us about that at which you are phenomenal and how those things can be put to good use to serve our clients (you might want to poke around on the site to learn a little about us before tackling that second part). Let’s not get too formal.  Resume reading is tedious and, honestly, one of our least favorite things.  So give us a snapshot of your strongest areas of expertise with a snippet about why we’re putting you at the top of the list and we’ll go from there!

Oh, and if you are wanting to jump ship from another firm you’re working with, feel free to share all the little secrets about why they’re so terrible to work with. We promise we won’t tell.  We just like to hear everybody else’s dirty laundry.

We look forward to continuing great marketing service to our clients from our new location.

Tune into the Byte Sized Marketing radio program or visit the Byte Sized Marketing website to learn more.