5 Easy Tips on Getting More Conversions from Your Landing Pages

When a marketer is asked to develop a business-to-business campaign, one of their most important considerations is landing pages. Landing pages have been the go-to choice for marketing pros since, well, the beginning of the Internet.

Landing pages provide a crucial and convenient service. Without them, your customer base would likely be half its current size, and you would have to spend more marketing dollars for a lower ROI. Landing pages also offer a way to “test run” the basics of marketing campaigns before you launch company-wide.

Besides the primary benefits they offer, you can take advantage of landing pages to grow your business faster and build up your brand.

Here are five easy ways to leverage your landing pages to drive more conversions.

The Impact of Images

Humans are naturally visual, so include images on your landing page that are not only appealing to the eye, but which also entice people to learn more about you. Select images that inspire emotion in the viewer – remember, passion is what drives many of the decisions made by consumers.

Personalize It

There was a time when generic marketing appealed to the masses, but those days are far behind us. Today, people want to be recognized. They want to engage with the pages they visit. By using dynamic content to provide a personal approach for each visitor to your page, you’ll have visitors staying longer and clicking through more.

Using simple scripts, you can personalize a landing page to include the visitor’s name or occupation. You can also use more advanced tools to display customized messages or personalized recommendations based on buying habits.

Watch Your Forms

Forms are great for data collection, allowing you to gather personal information about your visitors and their buying habits. However, it’s getting harder to find visitors willing to engage with them – people are inundated with spam these days, and it’s harder than ever to convince them to take that step. It has become apparent that forms are turning away consumers rather than prompting them to participate.

The good news is that there are social media sites which allow you to gather visitor data without the use of forms. Many social media channels allow you to capture registration data and lead information directly from their websites. There are also third-party firms that can collect data on your behalf and provide configurable details to more accurately target potential customers.

Landing pages can also be structured to collect second and third-tier data, which allows you to build visitor profiles over time. Doing this enables you to nurture a relationship with your potential customers rather than just targeting a one-time data dig.

Test Your Strategies

Your landing pages should be able to evolve with your business. You might be testing the feasibility and technical requirements of your page, but are you looking at short-term results to see what’s missing?

Small changes can make a world of difference. If you aren’t getting the results you expected from your pages, try altering a few elements, changing some images or icons, or shortening content to make it more engaging.

Content-Rich Thank You

When a customer engages you for a product or service, chances are they will like more of what you’re selling. So, don’t forget to fill your thank you page with content and links to other products and services you offer.

Making Landing Pages Friendly
Landing pages are a huge asset and, if configured correctly, can provide you with a wealth of conversions.

Before launching a new landing page, make sure you have:

  • Chosen an emotionally engaging image
  • Included a dynamic element of personalization
  • Limited the use of forms and surveys
  • Created a content-rich thank you page

These tips should help you design better pages that engage and resonate with potential customers – and keep the conversions coming, too.

Know the Essentials on Gathering Qualified Leads

Before the age of technology, a salesperson would travel about their territory to meet personally with individuals, to get a “feel” on their sales leads. As is today, when they came across a person ready to buy, it was considered a “hot” lead. By comparison, a “warm” prospect is a person merely browsing for products or services, and a “cold” lead is someone who may not even know what you’re selling.

Qualified leads generally received more attention. Lunches, rounds of golf, or maybe a happy hour together would give the salesperson a chance to address their prospects needs and expectations to close the deal. On the other hand, warm leads maybe got a phone call as a follow-up.

With the Internet, much of that personal sales approach has nearly disappeared. Today, when shoppers are considering a service or product, they immediately go online with their smartphone or computer and browse for what they want, read reviews, and decide. This stage of engagement is regarded as a warm lead; but how do you best identify that prospect and convert it into a sale?

What’s critical to understand is how to capture that lead.

Many companies today have turned to automated software that helps identify and analyze a prospect’s engagement behavior and determine what stage they are in the lead qualification process. Technology helps, but you still need some key components in place to take advantage of the process.
To successfully qualify leads, you must have three critical fundamentals in place.

A Clear Definition of “Lead”

Defining what a lead means to you is a crucial step in determining whether they are qualified enough to move onto the next sales stage. Typically, anyone who is in the “buying stage,” meaning they are prepared or preparing to purchase a product or service, is considered a qualified prospect. In the age of the Internet, this could mean following your social media account, subscribing to a newsletter, or being a frequent visitor to your website.

Each business should have a unique process for identifying what defines a lead for them. In differentiating the types of leads you collect, you will be in a better position to determine who is worth pursuing, and who is not.

To define the types of leads your business pursues, first sit down with your team to discuss your target market. Next, identify who is in your current database and review their buying habits. It would be best if you also considered how your team determines when a lead advances from a warm to hot prospect.

Establish a Scoring System

A lead scoring system will also help you better assign values to prospects based on actions they take, their buying behaviors, or even their browsing habits. By doing this, you will have a clearer vision of which leads are ready for nurturing.

Here are the four categories for a lead scoring system:

Lead fit – This category includes collecting demographic information on your prospects, such as title, role, and location; collecting info on their business, such as industry, company size, and brand, and collecting BANT information on company purchases, such as budget, authority, timeframe, and inventory requirements. Much of this information can be captured through a simple registration form on your website or a survey.

Lead interest – By following your prospects’ engagement with your website and analyzing what they browse and how interested they are in your products and services; you can gauge their interest level to decide how much attention they need to turn them from a warm lead to a hot lead.

Lead behavior – A prospects behavior online often sheds light on their immediate buying stage. Signing up for a newsletter or catalog is an early stage prospect but browsing a pricing guide or product listing can indicate a prospect that is further along in the lead stage. By taking advantage of this information, you can nurture a prospect along, until the sale occurs.

Lead buying stage – Timing is everything. Understanding what stage your prospect is in and if it’s the right time to sell, will be dictated by the information you gather. Start by sending them information on your products or services and evaluating their response. By analyzing their response and assessing their interest, you’ll get a better idea of what stage they reside within the buying process.

Testing and Optimization

Now that you have a clear definition of your leads and have established a scoring system, it’s time to test and optimize. Testing should be a regular activity of checking your marketing plan to see what techniques are working and then optimize your website to take advantage of those systems.

You want to ultimately develop a system that delivers an engaging customer experience and allows you to nurture leads and drive sales. So, the best bet is to test everything to ensure it aligns with those goals.

Some of the things you can do to optimize your systems are:

  • Assess how different subject lines result in a different response
  • Check to see the difference in response rates for short or long emails
  • Check click-through rates to see how prospects respond to varying content
  • Change the designs of your email messages and gauge customer response
  • Change the frequency of your sends and keep track of audience response

Through testing and optimization, you can coordinate between sales and marketing to determine which approach results in the best conversion strategy.

As you work towards utilizing these three techniques to turn warm leads into sales conversions, keep in mind that with the Internet, marketing is always evolving and as such, you must always stay on your toes.

By using proven strategies and keeping an open mind to new and emerging approaches, such as AI-driven marketing platforms, you can ensure that your marketing efforts will result in a steady stream of qualified leads converting to sales. If you are a private lender looking to enhance your marketing, reach out to Geraci Media Group today.

Designing the Perfect Pitch Deck

If you are looking to start a mortgage fund and decided it’s time to begin raising capital, a good pitch deck is critical for introducing your business to potential investors. 

Some pitch deck preparers like to go heavy on the details, but this approach may overwhelm potential investors with too much of the minutia.  It’s better to strike a more balanced approach, between just enough information to get potential funders interested, without bombarding them with operational details.

Here, we provide some pointers on how to design a pitch deck that pops yet is focused on delivering only concise and succinct answers to a fund manager’s most critical questions.

1.    Choose a Visually Appealing Template or Theme

You can design your pitch deck from scratch or utilize a template, but keep in mind that you’ll want to use colors and designs which are appealing to the eye and consistent with your brand.  Your slides should be uniform in color and layout, while taking a modest approach with the use of images.  Headers and footers should match on each page to project an overall consistent appearance.

In most cases, you can use a simple PowerPoint template to start with and improve upon some of the elements to fit your tastes or brand.  The best option is to use darker text on a light-colored background.

2.    Incorporate Your Branding

Not all startups have an established brand, however, you should at least have a simple brand conceptualized with which you can build around.  Before you start your pitch deck, make sure to have a ready-made logo or wordmark and a color scheme that you can use to represent your company.  Also, create a list of keywords that best describes or promotes your business.

Keep your color scheme and branding consistent throughout your pitch deck.  A consistent style guide will help keep your business and branding consistent as you grow and expand. These design elements could leave a lasting impression on the viewers of your deck and stick with people during future conversations.

3.    Use Professional Images

As you’re putting your deck together, spend some time creating a portfolio of professional images of your team members, funded deals, or products and services.  Images resonate with readers, and prospective investors want to see real photos of your business rather than stock photos downloaded from the Internet.  The right image will stay fresh in a person’s memory long after they’ve forgotten about the text they may have read.

4.    Include Charts and Graphs

Many times, business owners feel the urge to provide a bevy of numbers in their pitch decks.  However, providing too much data can result in the reader being turned off by having to calculate your business performance.

Instead of drowning your readers with statistics, offer visually appealing charts and graphs that simplify the data and provide prospective investors with an easy way to see and digest the information you’re presenting.

5.    Picking Icon Sets

Using small icon illustrations is an excellent way to organize complex ideas and provide flow throughout your entire presentation.  Choose an icon set that matches your theme and palette, use them to create groups of data, or break up copy to give your slide a more detailed appearance.

6.    Use Tiled Layouts

When you have large chunks of complex information to include, break it down with tiled layouts.  Tiled layouts can help organize the information and minimize to be easy to read portions. They can also be categorized by color blocks, which separate them into different locations within the slide.  

7.    Use Professional Headshots

When including photos of your team members, use professional headshots wherever possible.  Investing the extra time and expense to obtain professional photographs will help you remain consistent throughout your pitch deck and represent your brand well.

Some companies choose to use cameo-style shots instead of the “mugshot” variety to add a little personality to their presentation.  Before creating these headshots, think about the type of investor you are pursuing. Tailor the photographs around those you believe would appeal to that group of investors.

8.    Choose Consistent Typeface

It is essential to choose your typeface hierarchy and establish it throughout your pitch deck.  Different components such as titles, headings, subheadings, body text, and header and footer text should be set within your document and remain consistent throughout.

9.    Use Contrasting Elements

While remaining consistent is recommended, use contrast against a variety of backgrounds or other elements.  This technique will make it easier for the reader to view when printed or projected.  You should always balance your design between readability and functionality.

10.    Get Creative

There will be some slides that will need to be content heavy, which may include an abundance of information or text.  Some of these heavy-data slides can become somewhat overwhelming for the reader to comprehend.  Instead of just dumping significant chunks of data onto a slide, consider using graphics or timetable formatting to break it up into more easily discernable information.

As you create your pitch deck, place yourself in the shoes of the investors you hope to reach.  Remember to keep your business goals in mind, while directing potential investor’s attention to the essential aspects of your company and business model that add the most value to the investment.

A professionally designed, well packaged, and easy-to-understand presentation will ensure that your deck reads well, is visually appealing, and focuses the potential investor’s interest in the opportunity and not on the appearance of the presentation. If you are looking for help creating or redesigning your pitch deck, Geraci Media would love to be a resource for you.