5 Tips for Designing a Visually Engaging Landing Page

No matter what type of business you are in, you’re probably trying to find ways to generate more leads online. If you have a good marketing team on your side and you’ve done your homework, it’s likely you already have a good website, a monthly SEO plan, ongoing pay-per-click campaigns, email marketing campaigns, and an excellent social media platform strategy in place. After doing all of this, the question is, what else can you do to generate more leads?

Our answer is simple. It’s time to update your landing pages!

Abstract vector illustration of landing page flat design concept.

Having a reliable website is great, but if you are trying to generate more conversions, put your focus on dedicated landing pages. A landing page is one of the most powerful conversion tools at your disposal. If your company is running any type of lead generation digital campaign, a landing page can help with conversions.

Use these five design tips to help make your landing pages more effective:

  1. Choose a memorable headline. You will only have approximately 8 seconds to convince your visitors that your offer is worth pursuing. Be straightforward about what you want visitors to do when they reach your website. Pick a heading that’s appealing and clearly states what you are offering. If you’re going to include additional information, use a short subheading and complement this with a call-to-action button. These will be the first elements visitors read when they get to your landing page.
  1. Use visual elements to guide your visitors’ attention. There are two types of visual cues you can use to guide your visitor’s attention to different places on your landing page. You can use explicit visual cues such as a simple arrow pointing towards your call-to-action button. You can also use implicit visual cues, instead of an arrow use an image of a person looking in the direction of the call-to-action button. According to author Malcolm Gladwell in his book “The Tipping Point,” visual cues are ‘micro-expressions,” or, small facial indications we recognize in others; these impact how we interpret emotions. This is why, when we see someone looking interested in a specific direction, it is likely our reaction will be to look in that direction as well.
  1. Combine your content with images to tell your story. Combine the text on your landing page with icons and illustrations; this will make your message easier to remember. Frequently used icons are great because your audience will quickly understand the meaning conveyed by merely glancing at the images.
  1. Show your products or services in action. To capture your visitor’s attention, show real people using your products or services in real-time. A study conducted by MarketingExperiments found that images of real people on landing pages perform better than stock images. In their case study, they performed A&B testing with a landing page. On one page, they used a stock photo of a customer service lady smiling, and on the other page, they used a picture of their founder. The study found 35% of their visitors were more likely to fill out the CTA form on the page with the founder’s image than those who visited the page with the smiling lady. The main reason this happened is that people want to be able to trust the information you are presenting. In this study, having a picture of the CEO of the company helped build that trust. Displaying your product or service in action on your landing page can help do the same.
  1. Include social sharing icons. If you are offering compelling content on this page, giving your visitors the ability to spread the word about your offer will help drive more traffic to this page. Never underestimate the power of word-of-mouth that can be generated online. In addition to giving your campaign the potential to become viral, social icons can become trust marks that give customers more confidence in your brand.

Successful online marketing campaigns rely heavily on the effectiveness of their landing pages. Improve the design of your landing page and help your customers make a decision that will significantly increase your conversion rates. A good design will engage your visitors and drive them further into the conversion funnel.

To design a landing page that’s effective enough to convert visitors, rely on the experts at Allegra Marketing. Contact your local Allegra Marketing Print Mail location for all your design and web marketing needs.

The Right Way to do a Multi-Channel Direct Mail Campaign

Studies show that companies can build more trust with current and potential customers by opening more lines of communication. Armed with this information, many companies have been doing just that. Their methods of communication now include mailing services, text, phone calls, chat boxes, social media and email. Many have also been using indirect forms of communication, such as web ads, guest articles, and magazines, to reach more customers and increase their market share

3d illustration of notepad with check list, all tasks is done

While it’s great to have a wealth of options from which to choose, too many options can hurt a marketing strategy. This is especially true for smaller brands that don’t always have the money to splurge on every avenue that’s open to them. In fact, even larger companies want to save a buck or two on marketing, so they can invest in other areas of the company, such as research and development. So, to help you fine-tune your marketing strategy, let’s discuss the right way to run a multi-channel direct mail campaign.

 

Create a Goal

Every business strategy needs to begin with a goal that can be measured and quantified. This helps marketers track progress during the campaigns they produce. It also helps to track the effectiveness of these campaigns once their run-time is complete. Without a clear-cut goal, companies would just spend blindly, never knowing what worked and what did not.

When creating a goal, keep it realistic. Look at where the brand currently is, where you want it to go, and the short-term milestones that will get you there. Remember – each campaign is just another milestone on that journey.

 

Create Metrics

Now that you have a goal, you will need to figure out how you will measure success. When it comes to digital forms of marketing, this is relatively easy. There are many apps available that require little more than signing in to track audience reach, levels of engagement and conversion rates.

Direct mail is another measurable channel. Many companies track delivery of their mail and include special offers and promotion codes for easy tracking. When these are redeemed, the promotion code used allows marketers to attribute the sale to the direct mail campaign.

 

Assess Your Audience

No matter what kind of marketing campaign you are planning, it’s important to know your audience. Gauge their preferences about your product and service, how they use it, and what aspects are most attractive to each demographic you serve.

 

 

Select Your Channels

Your audience uses multiple forms of communication, but based on the demographics of that audience, communication will vary. For instance, running a late-night ad on Instagram is unlikely to reach your audience if your target demographic is primarily made up of the elderly. The good news is that there is one channel that almost everyone has access to: the mail.

 

Direct mail campaigns are the cornerstone of many successful campaigns. When you use the coupons mailed to you by your favorite coffee shop or find yourself purchasing your car insurance specifically from the company that congratulated you by mail on your new car, those are instances of success for a direct mail campaign.

 

Build Your Persona

When you understand your audience and the channels they use, you are better able to create the persona behind these different forms of communication. Start from personal preferences, especially if you line up well with your target audience. How do the traits you display change as you move from one form of communication to the next?

 

For example, your professional persona may come out in a business letter, your witty side in a tweet and your silly selfies on Instagram. How will your brand translate its business persona across multiple platforms that require different sides of the same “self”? This is an important question you will need to answer.

 

Craft Your Message

It becomes easier to craft messages for your brand when you understand its tone and voice. This may take time and may even evolve over a period of months or years, but the important thing is to do your research, start from an informed position, and make necessary changes along the way.

 

 

Maintain Brand Consistency

When looking at consistency in branding, it’s important to begin with the visuals. When customers receive direct mail, they should instantly be able to tie the look of the material to your website and social media. Don’t be afraid to use printed marketing material to invite your customers to join you online, especially if you can offer them an incentive to do so.

 

For online brand consistency, using the same profile picture across all platforms is a wise choice, but do not duplicate content. You do want customers to visit as many channels as possible and if they are all pushing out the same content, it gets repetitive. Instead, focus on sharing tone and topics across platforms. Even if you share the same links and photos, switch up the captions and timing.

 

Managing multiple channels of marketing, including direct mail, can be quite the challenge to undertake on your own. Luckily, there are companies like Allegra Marketing Print Mail who can help you to assess your marketing needs and meet (or exceed!) your objectives. Contact us today to get expert advice for your next campaign.

Multichannel Marketing Made Easy

 

With so many options, it’s no surprise more than 92 percent of North American consumers shop on more than one marketing channel.

i channel

Considering shoppers need an average of nearly six touch points before making a purchase decision, it’s clear that a multichannel marketing strategy has become a must-have.

 

Multichannel marketing is often achieved online with your website, email marketing, digital ads, social media and more. One powerful offline component that can boost your multichannel efforts is direct mail marketing.

 

According to the Heinz/PFL 2018 Multichannel Marketing Effectiveness Report, B2B marketers that use direct mail report higher overall effectiveness of their marketing versus other non-digital channels, like events, public relations and print advertising.

 

Still, it’s important to establish a presence where your customers are likely to be found – online. Fortunately, there’s a simple bundle of services that will upgrade your direct mail campaigns to automatically bring you the advantages of multi-channel marketing, specifically on Facebook and the Google Display Network. Here’s how it works:

 

You send a mailer to your defined list, driving them online to your website. The mail recipients who visit your website and later log into Facebook will see an online display ad in their newsfeed that matches your direct mail piece for a 30-day period.

 

Through a code added on your website, you can automatically repeat advertising efforts to visitors who have not purchased a product, filled out a form, etc. Plus, for 30 days, ads matching your mail piece will follow these prospects when they visit any of over a million sites on the Google Display Network.

 

Make multichannel marketing easier for your 2019 plan. Download your free copy of Marketing Insider to learn more or ask us about our integrated, multichannel solution.  We can also help with sourcing mailing lists or designing mailers and online ads.

 

3 Ways to Bond with Millennials Through Print Communications

While predictably receptive to online promotions and communications, research shows tech-savvy millennials have an unexpected affection for more traditional direct marketing.Depositphotos_81736488_m-2015

 

The 2017 Annual State of Marketing Consumer Survey from Keypoint IntelligenceInfoTrends reveals 71 percent of North American millennials say they look at most of the direct mail they receive.

 

“There’s just not as much clutter in traditional media, like print and mail, and it’s engaging to digital natives,” says Kate Dunn, Business Service Director at Keypoint Intelligence – InfoTrends.

 

However, not all mail will capture the hearts of millennial buyers. Here are three ways to win them over and inspire long-term loyalty:

 

  1. Get personal. Most appealing is customized, printed content that reflects a website they’ve visited or products they recently purchased, according to the Consumer Survey.

 

  1. Interactivity is important. Dunn notes that millennials are more likely to use a QR code to access special offers, coupons or video, bringing digital assets into the conversation. Augmented reality is another big hit, creating opportunities to bridge the gap between the physical and digital world.

 

  1. Multi-channel matters. You’ve captured their attention with a direct mail piece – don’t lose their initial engagement with a lackluster website. Ensure your website is well designed, mobile friendly and recognizable based on their first exposure to your brand, Dunn advises.

 

Download your free copy of Marketing Insider today to learn more about inspiring loyalty in your millennial customers.

Miss Out On Our Latest Webinar? Learn How You Can Fast-Track Your Great Ideas

Allegra Marketing Print Mail hosted speaker Carla Johnson, world-renowned storyteller and author of Experiences: The 7th Era of Marketing, for our latest webinar: “How to Fast-Track Great Ideas … and Make Them Stick.”

Second Chance Just Ahead - Green Billboard on the Rising Sun Background.
.

While there are people who seem to effortlessly come up with great ideas on the spur of the moment, there’s no special magic trick you’re missing out on. In this webinar, Johnson teaches marketers powerful ways to not only come up with great ideas, but also how to pitch them and receive buy-in from peers and managers.

In three highlighted case studies, see how businesses and nonprofits have launched powerful campaigns by seeking unexpected sources of inspiration.

By generating better ideas faster and learning how to draw on past experiences, you can overcome the barriers holding you back, help your organization reach its goals and inspire your next big success. No matter your role or experience, you can benefit from this proven formula and take your ideas to the next level.

If you were unable to attend the webinar live, click here to download the recording.

Simple Ways to Personalize Your Multi-Channel Marketing Campaigns

One of the most widely embraced marketing tactics for establishing and maintaining customer rapport and loyalty is personalization. Personalized marketing leverages your customer data to individualize messaging, adding important relevancy. Personalization can be applied to most of your marketing channels: direct mail, email, social media and other digital campaigns.

Allegra Direct Mail

Though personalized marketing can seem daunting, chances are you’ve already collected basic customer data that can be used to tailor your campaigns. Studies show that any form of personalization can pay off when it comes to engaging your targeted audience. According to a report from Econsultancy, 74 percent of marketers say targeted personalization increases customer engagement.

Here are a few ways to integrate personalization into your current marketing efforts to boost engagement:

  • Using data collected from your current customer base, create your ideal customer personas and tailor your marketing strategy to meet the needs of each identified group. For multi-channel marketing campaigns, segment by group and tailor your approach based on communication preferences and customer demographics.
  • Personalize a direct mail campaign by tailoring the messaging to a desired customer experience, rather than just a target customer. A pet supply store that offers grooming, for example, could share coat-care tips with a coupon for shampoo to a targeted list of past purchasers.
  • Enhance your direct mail campaign with personalized landing pages to extend engagement and drive conversions for those who like to respond online.

Count on your local Allegra Marketing Print Mail to provide solutions for personalizing your marketing campaigns in the most targeted and practical way.

3 Reasons to Add Video to Your Marketing Mix

YouTube says it has more than a billion users — almost one-third of all people on the internet — and each day they watch hundreds of millions of hours of video generating billions of views. Many marketers have seized the opportunities the popularity of video presents.

Video MarketingAccording to the State of Video Marketing 2017 report by Wyzowl, 63 percent of businesses are using video as a marketing tool, and out of those, 82 percent feel video is an important part of their marketing strategy.

Not making the most of your visual content? Here are three reasons why you might want to consider video:

  1. Increased reach. Wordstream estimates that videos on social media generate 1,200 percent more shares than text and images combined. Brainstorm ideas for interesting ways to present targeted messaging during four distinct buying stages: awareness, interest, decision and action. For example, at the decision stage, customer testimonials or “about us” videos that show your team’s expertise help to personalizes your brand.
  2. Better retention. According to Invisia, viewers retain 95 percent of a message when they watch it in a video. With smartphones, tablets and quality webcams, nearly everyone in your organization can be a video content creator. And, capturing a variety of perspectives may offer new angles to storytelling that you hadn’t anticipated.
  3. Long-lasting. Video content can also be used as blog articles, slide decks, interactive web experiences and more. All these things could alternately be turned into video.Looking to take the first step to add video to your marketing strategy? Contact your local Allegra Marketing Print Mail today for assistance.

4 Ways to Use Keywords to Build Your Brand

If you’re new to digital marketing and have been looking at ways to help build your company’s online presence, chances are you’ve come across the term SEO in your research. SEO stands for search engine optimization. Among other tactics, it’s how the use of certain words, or keywords, can help search engines find you and deliver your website in search returns to people who are seeking information.

build your brand

Think of your own online search behavior. What words do you type in the search bar when looking for a specific product or service? Keywords straddle the line between general industry information and narrower brand information.

Here are four places that you can use your keywords to optimize your search marketing, helping people to find your website organically as opposed to via web advertising.

Blog posts
According to eMarketer,
60 percent of marketers create at least one piece of content per day intended for promotion, SEO or other forms of digital and print marketing. If you don’t have one already, the time is now to create a blog to share your existing content.

Enrich each post with your target keywords. SEO best practices from the
Content Marketing Institute indicate that keywords should ideally appear two or three times in each post. However, readability should always be prioritized over keyword placements.

Social media posts
It’s not only long-form posts and lengthy content that provide an opportunity for keyword usage. If it fits naturally in your social media content, try using your keywords in a Facebook, Twitter or Instagram post. And, make sure that you have at least one keyword phrase in each account’s bio.

Photo captions
When you’re adding photos to your website, make sure you add a caption below the photo. Include keywords relevant to the photo, the page and your company.

YouTube captions
If you have a YouTube channel,
Search Engine Watch recommends writing long video descriptions that are keyword rich. Google owns YouTube, so they automatically prioritize YouTube videos in page ranking. Search engines rely heavily on text surrounding a video to understand its topic, and they rank it accordingly.

Contact Allegra today. We can play a key role in designing, executing and analyzing your digital marketing campaign so you can get the most mileage out of every word.

The Key to Successful Web Marketing: Take it One Step at a Time

The importance businesses place on web marketing is growing daily; according to marketing giant
Hubspot, 61 percent of marketers say that improving SEO and growing their organic presence is their top inbound marketing priority.

web marketing

With complicated, multi-pronged initiatives across your website, local listings and social media, it’s easy for busy small business owners looking to grow their web marketing strategy to feel completely overwhelmed. The key? Just take it one step at a time.

Here are a few ways you can overcome the obstacles of limited time and resources to bring this big job down to size.

Website

If improving your search engine rankings is a priority for you, you’re right on. A
study by online ad resource WordStream shows that 72 percent of consumers who did a local web search visited a store within five miles, a clear indication that small businesses should have a robust web presence.

Because
78 percent of local-mobile searches result in offline purchases, it’s essential to ensure your site is up to scratch. Quality content such as case studies, customer profiles, optimized images with relevant image titles and alt-tags, videos and infographics are all viewed favorably by Google and can improve your search ranking.

Local Listings

All your listings on major sites (Google, Yelp, TripAdvisor, Angie’s List, etc.) and local directories should be up-to-date with accurate and consistent phone numbers, hours of operation, email addresses, URLs and any other relevant contact information.

Claim your listing on Google My Business, as it helps with organic search, specifically increasing visibility through Google Maps and Google+. And be sure that all of your entries are stylistically identical, meaning that if your address is 123 Main Street, it’s written like this in every instance, rather than 123 Main St. in some spots. Search engines recognize consistency.

Social Media

Social Media Examiner’s
2016 Social Media Marketing Industry Report showcases a direct relationship between how long marketers have been using social media and their weekly time commitment.

From this study, we can glean that habits form over time on social media as people increasingly see its value. Of those with less than one year’s experience, 54 percent spend five or fewer hours per week. Of those who have been active for two years or longer, 64 percent spend six hours or more a week on social media activities.

What can we learn from this? It takes time to build a following on one or multiple channels, so start small. According to the
Content Marketing Institute, B2B marketers rated LinkedIn as most effective, while B2C marketers prefer Facebook. Pick your channel of choice and start by investing an hour a day posting. Have some fun with it . . . and measure the results.

Need a hand updating your website or online strategy?
We can help!