Tips for writing better landing pages.
A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...
In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.
When asked ...
In my previous article, I explained why unrestricted access to valuable white paper content is normally a huge mistake – a mistake that can cost you in terms of leads, brand recognition, relationship building, and sales opportunities.
If you want your white paper to generate leads, you must require ...
Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.
It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...
When you're trying to generate leads with a white paper or other free information offer, you need a landing page that works hard. To get your prospect to make the decision and register, all the elements of that landing page have to work well together.
And that goes for the ...
Landing pages are terrific tools for generating leads online.
The great thing about landing pages, compared to your company website, is that you know so much more about your visitors. You not only know who they are – their beliefs, their fears, their desires – you also know precisely what's ...
Big news provides big marketing opportunity.
This is especially true when a widely-covered news story relates directly to one of our products or services.
But how do you capitalize? How can you use that news story to generate leads?
One highly effective way is with a pay-per-click (PPC) campaign and ...
If you want to generate leads using PPC (pay-per-click), banner ads or other online advertising, those ads have to drive traffic to a registration or “landing” page. But getting prospects to view your landing page is only half the battle. To convert those visitors into leads, you have to get ...
The Internet has turned us into an “I-want-it-NOW!” society.
It provides instant access. Instant information. Instant entertainment. Instant shopping. Instant dating. It has accustomed us to instant gratification of our desires.
It’s made us impatient.
And while the Internet has in many ways been a boon for advertisers, it has ...
One of my clients is always saying to me, “I want something short. People don’t read anymore. They don’t have the time.”
But is that really true? Will business prospects not take the time to read long copy? Or are there times when long copy is better? And how do ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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