So a couple months ago I moved out of a business development role to a marketing programs coordinator role, both had to do with lead generation but instead if emailing and calling people individually, now I use marketing automation to generate and nurture leads. For anyone who has done marketing automation stuff before you know building and optimizing landing pages is an integral part of the process.
The first company I think most people turn to regardless of whether or not they are using their product is Hubspot. They are not only excellent at optimizing landing pages but they offer a ton of content surrounding landing page building. Naturally, we turned to them as well and realized, although their pages work great in their industry, the same tactics would t work in ours. We saw below average click through rates on all of our social and ppc campaigns and realized we needed to regroup.
Example of Hubspot Page:
The beauty of the Internet is the ability to see exactly what your competition is doing. We googled the keywords that we wanted to optimize and checked out the landing pages that came up. We noticed vast differences in design and content. It appears that the IT audience requires a lot more information on their landing pages to fill out a form than a marketer.
Example of IT Landing Page:
We are currently working on developing and deploying these now and I will bring you updates when we have some results! We are looking to combine the attention grabbing elements of the Hubspot pages with the added information of the other one. It is a catch 22, give too much information and we risk losing out on good conversations, give to little, and we run the same risk.