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Joine Boingnet CEO Dennis Kelly and learn how landing pages can help direct marketers drive more conversions out of the direct mail campaigns. Google has created an environment where marketers are losing direct mail leads to online research "distraction". Landing Pages and Microsites provide a "Safe Place" for marketers to direct their direct mail targets to without the distraction caused by Google's AdWords product.
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Landing Pages: The Key to Direct Mail SuccessOR – HOW TO SAVE YOUR CAMPAIGNS FROM GOOGLE!
Today’s Speaker Dennis KellyBoingnet CEO
Use the Chat Panel for questions, or
Tweet questions & comments #landingpagequestions
www.boingnet.comwww.boingnet.com/blog
Agenda• Direct Mail, Online Research & Google – How they all
are related
• How Landing Pages can solve the Google issue for Direct Mailers
• Direct Mail & Landing Page Examples
Direct Mail Drives Online Behavior
• “34% of consumers search online for more information about a product when receiving direct mail from a brand they’re interested in” – Direct Marketing Association
• “Direct mail influences 76% of Internet users to buy a product or service online” – Exact Target
• “59% of consumers say that they are more likely to visit the insurance company’s website than call the company after receiving direct mail, with 32% turning to search engines to start research” – AIS Media
Google – The 800 lb Gorilla
“Google holds a staggering 67.6% of the U.S. search engine market share” comScore April 2014
“Google now processes 40,000 search queries every second on average, over 3.5 billion searches per day and 1.2 trillion searches per year” Internet Live Statistics
Your Direct Mail Google Strategy?
All of your direct mail targets are using Google every day
No amount of great creative, CTA, database targeting can help you avoid it
Smart mailers bake Google into their campaign strategy. A good strategy starts with some questions:
Google AdWords – What Google Really Cares about
1.) In 2013, Google officially surpassed $50 billion in total advertising revenue. This comprised 85% of their total revenues for 2013.
2.) Of that $50 billion in ad revenue, Google reported $12.9 billion in net income for 2013.
3.) Total paid clicks on Google and Google Display Network sites were up 31% over the year prior and 13% over the third quarter of 2013.
What happens when consumers research using Google?
What is Google doing to your campaign?
What’s the Best Strategy to Maximize Direct Mail Conversions?
Ignoring what consumers want to do won’t work
Defeating Google’s momentum is not possible
Direct Marketing Jiu-Jitsu
Use the overwhelming force to your advantage in 2 ways:
1. Redirect consumers in your Direct Mail by giving them what they want in a “safe space”
2. Link AdWords campaigns to your Direct Mail
Landing Pages & Microsites – The “Safe Places” for consumers to go online
A controlled environment that lets you give consumers what they want without distraction
Low cost, easy to set up & embed in Direct Mail & Google AdWords
Especially useful for higher priced products with longer sales cycles
Best Strategy – Point them in the right direction
Prominently feature a URL and QR Code in the Headline, Copy and Envelope of your Direct Mail
Develop a landing page or microsite with information consumers want – features, benefits, reviews – that YOU control
If you don’t give a URL– Google will fill the vacuum with AdWords
Embedded URL’s – 3 Simple Steps to Bypass Google
Step 1 – set up a “Friendly URL” that is easy to read and type with personalization features.
Step 2 – Set up a landing page that matches the creative of your direct mail piece
Step 3 – download a file with URL’s & QR’s to your variable print equipped printer
2nd Strategy – Set up AdWords for your Campaign
Set up a Campaign in Google AdWords to correspond with your Direct Mail Campaign
Bid on keywords that are related to your offer (tip – make sure to buy the brand name!)
Link those keywords to landing pages that use the keywords in the URL, the title and copy
What Makes a Good Landing Page?
Web Page Designed to Convert
Clear & Consistent Headline & Subhead
Single Call To Action
“Message Match”
Use Responsive Design for Mobile
• 20-50% of Landing Page Traffic Mobile
• Smartphone & Tablets
• 300% higher conversion
Your Home Page Isn’t a Landing Page!
▪ Multiple Messages
▪ 7 Calls to Action
• Designed to help you navigate
• Designed for SEO
Case Study – Bose Speaker Direct Mail Offer
Received triple folded letter from Bose
90 Day Risk Free Offer
Need to unfold for CTA
Case Study – Bose Speaker Direct Mail Offer
Case Study – Bose Speaker Direct Mail Offer
Case Study – Bose Speaker Direct Mail Offer
Case Study – Bose Speaker Direct Mail Offer
Case Study - Johnson State College
Case Study - Johnson State College
Case Study - Johnson State College
Case Study - Johnson State College
Case Study - Johnson State Collegewww.madelinekelly.jsc/summerpreview
Case Study – Vector Summer Job
Case Study – Vector Summer Job
Case Study – Vector Summer Job
Case Study – Vector Summer Job
A Quick Word on Boingnet
Lightweight Marketing Automation
Landing Pages, Microsites, Email, Text & Direct Mail Campaigns
Affordable, flexible options
Thank You!
Questions – Use the Chat Panel or #landingpagequestions
Or get in touch:
Dennis Kelly
