Where technology meets marketing. How is the # and . affecting our ski world?

WHERE TECHNOLOGY MEETS MARKETING

How the landing page, # and . affect our ski world

www.firstchair.ski#firstchairdotski

TODAYS PANEL• Kyle Dill, Senior Digital Director - Native Rank @KyleDillicious

• Katie Knoch, Director Public Relations - Scream Agency @screamagency

• Jon Liu, UI Engineer - Name.com @mrjonliu

• Rob Rozicki, Co-Founder - .SKI @robrozicki


OUR OWN LANDING PAGEwww.firstchair.ski

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WHAT IS A LANDING PAGE?

Any page that gets traffic from anywhere other than the same page on your site.


WHY ARE LANDING PAGES AN IMPORTANT TOOL?

• Dell conversions increased 300% when testing landing pages vs. website pages - ion interactive

• Companies with 30+ landing pages get 7X more leads than those with 10 or less - Hubspot

• 71% of companies who tested multiple landing pages see large increases in sales - Econsultancy

• 64% of marketers say that landing pages are the most effective way to test value proposition - Marketing Sherpa

But

• Only 13% of marketers think their landing page strategy is “very successful” - Asend2

• 57% of marketers use landing pages - Econsultancy

HOW LANDING PAGES FIT WITH OTHER ONLINE MARKETING STRATEGIES?

Landing pages aren’t meant to replace any other forms of marketing, but rather compliment them.

• Search Engine Optimization (SEO) • Landing pages are designed to go hand-in-hand with search engine optimization. Any

optimization strategies that you employ across your site should also be used on your landing pages as they can only benefit from it.

• Pay-per-click (PPC) • Landing pages and Pay-Per-Click advertising go together perfectly, and landing pages

being used as destinations for PPC ads are one of their most common and most popular uses.

• Social Media Marketing • Landing pages also work well with social media, and many businesses have one or more

pages for their fans on Facebook, Twitter and other social sites they frequent.• Domain Names

• Because landing pages are unique standalone properties they work well with domain names. Simple, catchy easy to remember domain names provide a rememberable location for your landing pages. Pay-per-click (PPC)

TYPES OF LANDING PAGESClick-Through

These landing pages typically have just enough bullet points or benefits to convince the person to move to the next step — however, they are NOT lead generation landing pages — those come next.


TYPES OF LANDING PAGESLead Generation

Landing pages, where the idea is to get names, email addresses or other relevant information to follow up with prospects in the near future.


TYPES OF LANDING PAGESViral

A viral landing page promotes word of mouth marketing through social networks. The goal is not simply to get page visitors to sign up (or follow the call to action), but also to tell their friends about what they found.


TYPES OF LANDING PAGESMobile

A relative newcomer to the landing page herd, the mobile page is all about maximizing the message to fit into one extremely small screen space.


TYPES OF LANDING PAGESMicrosite

A microsite is, as its name implies, a small, well-timed website that corresponds to a central marketing campaign or message. Microsites aren’t typically limited to a single page, but have very few navigation options and all of them lead back to the central course of action.


TYPES OF LANDING PAGESProduct Detail

Especially important to e-commerce companies, these sites need to do double-duty, as they work not only in conjunction with the main site, but also as standalone pages designed to encourage the customer to buy.


WHICH LANDING PAGE SHOULD I CHOOSE?

• No one right choice or wrong choice. • Type of landing page should be a reflection of your business goals and your

testing priorities. • As a destination in your PPC, Social or SEO

• To create anticipation about a product launch or service

• To segment your offers

• To segment your audience

• Incorporate the best elements from several varieties to create your own unique style.


WARNING! LANDING PAGES ARE NOT• Long sales letters

• They are not an opportunity to go into great details about how great you or your products are.

• An opportunity to push a hard sell

• They are not an opportunity to pressure your buyers. Landing pages are often the first impression, so make it a good one.

• Blackmail Pages

• These are part of an old internet marketing tactic that presented users with a choice: enter your name and email to get a freebie, or go elsewhere.

• Once-and-done Strategy

• You should always be testing and refining your message to make it what your customers want. Its a long but thoroughly rewarding process.


1. Mobile Friendly

2. Blazing Fast

3. Clear and Accessible

4. Tools & Resources

USER EXPERIENCE

MAKE IT MOBILE

MOBILE % OF BLACK FRIDAY SHOPPING

source: http://www.ibm.com/software/marketing-solutions/benchmark-reports/black-friday-2015.html

0%

15%

30%

45%

60%

2011 2012 2013 2014 2015

57%50%

40%

24%14%

http://www.ibm.com/software/marketing-solutions/benchmark-reports/black-friday-2015.html

189 MILLION OF FACEBOOK'S USERS ARE MOBILE ONLY

source: http://insights.wired.com/profiles/blogs/47-of-consumers-expect-a-web-page-to-load-in-2-seconds-or-less

67.2% OF CONSUMERS USE A SMARTPHONE TO CHECK

THEIR EMAIL

source: http://www.emailmonday.com/mobile-email-usage-statistics

http://www.emailmonday.com/mobile-email-usage-statistics

MOBILE ENVIRONMENT

ALSO A MOBILE ENVIRONMENThttp://www.houzz.com/photos/1150811/Matt-and-Mary-Emma-Hawthorne-midcentury-living-room-dallas

ALSO A MOBILE ENVIRONMENT

http://www.couponwisconsin.com/tag/bathroom-stalls/

MAKE IT FAST

47% OF MOBILE USERS EXPECT A PAGE TO LOAD IN

LESS THAN 2 SECONDS


40% ABANDON WEBSITES THAT TAKE MORE THAN 3

SECONDS TO LOAD


REDUCE PAGE WEIGHT

USERS BE LIKE…

PAGE ELEMENTS & BEST PRACTICES

Strong visual design

Clear call to action

Compelling Headline

Present, but not distracting navigation

Engaging animation

BLUR TEST

• Is the CTA still clear?

• Do you know where you are?

DIY

Name.com Website Builder Wordpress Squarespace

URL FORWARDING

FAVORITE LANDING PAGES

HTTP://WWW.GOOGLE.COM/MAPS/ABOUT/BEHIND-THE-SCENES/STREETVIEW/TREKS/MONT-BLANC/

GOOGLE MAPS

http://www.google.com/maps/about/behind-the-scenes/streetview/treks/mont-blanc/

WHY I LOVE IT

• Clear call to action

• Obvious user elements

• Mobile Friendly

MAILCHIMP.COM

WHY I LOVE IT

• Blazing Fast: first render in 0.6 sec, fully loaded in 2.4

• Clear Call to Action

• Relevant Visuals

• Mobile Friendly

TAP INTO NICHE AUDIENCES

• Landing pages can be utilized for reaching niche audiences, where traffic is acquired organically or through ad campaigns.

• Facilitate larger-quantity orders or group sales

• Initiating brand ambassador programs

• Engaging searchers geographically

CREATE IMPACTFUL AD COPY AND META DATA, IN CONTEXT WITH THE CORRESPONDING LANDING PAGES

•Landing pages perform best when you can be found easily, and when your visitors know what they can expect to see before they click.

•Always be there (organically, and from advertising), always be optimized (for devices), always be relevant (time of day, geographically, etc.).

•Walk them through the story, and why they want or need to give you their business.

•Who you are and what you do

•Who you work with, or samples of your work

•Why your new visitor needs to work with you, too

•Call to action, and make it easy to get in touch!

CAMPAIGNS I LOVE Keystone Ski Lessons

• Ads are geographically served

• Deeper links provided to serve better options based on searcher’s intent

• Landing page provides information for any level of expertise, with 4 calls to action

CAMPAIGNS I LOVE Ski Butlers

• Ads are served geographically, with links to services in neighboring resorts

• Offer mentioned in the ad

• URL is short and sweet

• Landing page walks them through the story, establishing trust with the visitor

WHY THE HASHTAG?• What started on Twitter has now spread across all social networks. Allowing

a single campaign to exist across national platforms, making the hashtag simply a staple of modern marketing.

• A hashtag immediately expands the reach of your audience beyond just your followers as it can reach anyone interested in that specific phrase or keyword.

• Tweets using one or more hashtags, double the chance of engagement.


STEPS TO CREATE A SUCCESSFUL # CAMPAIGN FOR YOUR LANDING PAGE

CREATE A SENSE OF COMMUNITY

• At the core, your goal is to engage with your audience. By creating and asking them to use a hashtag, you’re leading the conversation.

• Inspire them to inspire others. It shouldn’t be about selling your brand. It should be about a campaign and landing page that was built to create a place to share experiences, ideas and to be a part of something.

DO RESEARCH + KEEP IT SIMPLE

• Search to see what conversation (if any) involving your hashtag already exists and if it will work with your campaign goals.

• One of our favorites, Jawbone launched a #knowyourself campaign on Instagram, but found that the hashtag was already being used generically by thousands of users in all sorts of different contexts, making it difficult to track the success of the campaign.

• Keep it brief. • SIA’s own #WhyIGo leading up to this Show is a perfect example. It is

short, simple . There are a few other conferences that use it but when you go a generic Google search, the first three videos are from SIA attendees.

A HUMAN BEHIND THE #

• You have to be ready to be real and ready to engage with your audience.

• You want consumers to know that the brand is invested and that they are part of a two-way conversation.

SUCCESSFUL # CAMPAIGNS#ShareaCoke

Since launched in Spring 2015, there have been a quarter of a million Tweets and close to one billion impressions.

Sept. 2015, the company teams up with Twitter to create a custom hashtag automatically generated a branded emoji of two coke bottle clicking every time #ShareaCoke was used.

It was used over 170,500 times globally the first day, ultimately setting a record for "the world's largest cheers."

TACO BELL DEMANDS THE TACO EMOJI

#TacoEmojiEngine

In 2015, Taco Bell pushed for a taco to be included in the latest round of emoji characters.

Nearly 33,000 people signed a virtual petition.

The taco made its worldwide emoji debut in July 2015. Naturally, Taco Bell celebrated with a Twitter #TacoEmojiEngine that generated hundreds of taco-related images or sounds.

PROCTER & GAMBLE#LikeaGirl

Using the hashtag #LikeaGirl, Always confronted gender norms by asking people to change "act like a girl" to a compliment vs an insult.

The video spread virally, showing kids giving positive representations of how to run, throw and punch like a girl.

It was the most watched video in P&G history with 85 million views globally, and purchase intent among teens rose from 40 to 60%.

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