Copywriting III

Web Content: Landing pages and lead generation

Course outline and objectives

Strategy Direct Mail Web copy Public relations

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Marketing tactics

CRM

Landing pages

Direct marketing

Search engine advertising

Public relations

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Lead nurturingLead nurturing

Generate leadsGenerate leads

Social + business Intel

Social + business Intel

Lead distributionLead distribution

Marketing automationMarketing

automation

Lead qualification

Lead qualification

Lead FlowLead Flow

Direct marketing: digital

Organizational Goals for Content Marketing

Attracting Website Visitors Q: What most influenced your decision to visit the site?

If I hear you say “marketing plan” one more time…

• Satisfy your user’s needs…• Know your audience’s concerns, hopes. • Consider desired tasks. Make these

prominent. • Provide information to support decision-

making. • Write easy-to-understand task instructions.

Digital content

Nobody reads anymore!

Digital content

For example, consider the whitepaper

Digital content: best practices

The online ‘experience’

• We read differently online. • We have short attention spans. • We’re impatient. • We’re always poised for the next click. • We’re always looking for the big payoff. • We don’t really read what’s on the screen ... • WE SCAN IT.

Digital content: best practices

Make the information:• easy to access• concise• like a story• consistent• new / fresh• “standalone”

Lead generation: landing pages

Best practices: Test A/B Customer is king Create unique visitor profiles Social media interaction Mobile, tablet, forget about it

Use more than just email

• Web content• Offers• Sales calls• Help desks• SMS• Social

Two things I want you to remember

1. Understand the buyer persona2. Know where they are “at”

Don’t rush the process

• Pushing “late stage” content is a turn off• Start with educational and informative

content first

What constitutes web content?

Broadly speaking, there are three types of content. Remember, though, that they are not necessarily mutually exclusive, nor do they need to be:

• Educational• Entertaining• Interactive

What constitutes web content?• E-books/whitepapers• Podcasts• Webinars• Blogs/communities• Newsletter/newsletter archives• Research• Tutorials (multiple formats)• Video• Mobile apps/Web apps• Online assessments/diagnostics• Contests• Giveaways/discounts• Great website copy

Often, poor web writing is …

• Overwritten;• Lazy about spelling and grammar;• Lacking focus;• Hard to act upon and,• All about you.

Time to rethink your approach.

• What do I want to tell you? • What do I want you to understand? • What do I wish you would do? • How can I make you care?

NOT

Time to rethink your approach.

• What do you want to know? • What do you need to do? • What do you need to feel comfortable and

smart? • What do you care about … really?