Page 261 - Duct Tape Marketing

Duct Tape Marketing

pages yourself, but using a landing page service, such as SiteTuners
(www.sitetuners.com/) or Unbounce (www.unbounce.com), is a great
way to keep track of and measure results from lots of pages.

3. Make the message match.
It’s important in social media that the message on each page

matches your content and call to action. You can start by identify-
ing that the visitor followed a link on Twitter and that he or she is
indeed in the right place. Think about using widgets that place a live
Twitter stream or Facebook Fan Box on the page for visitors from
these sources. There are many other elements to good landing page
design, but my main point here is to create a personalized page that
matches some element of how the visitor got there. Here’s a good arti-
cle on improving your landing page results: www.blog.performable.
com/ten-easy-ways-to-improve-your-landing-page-conversions/.

4. Create a “get to know more” call to action.
The real point of your engagement on your landing pages is to

capture permission to share even more. The simplest way to do this
is to offer valuable information in exchange for an e-mail address.
(You can also offer following you in other social media platforms as an
alternative to those who don’t want to give up an e-mail address.) Your
PPC and Facebook ads can point directly to their own landing page,
promoting your free information or offer. In some cases, this may be
a direct product link, but this will be far less effective.

5. Test every element.
Landing page design and conversion is a bit of a science, so you need

to test every element—headline, call to action button, social media con-
nection, message, offer, and even video and audio appeals. The good
news is that you can create what are called A/B tests using a tool like
Optimizely (www.optimizely.com) or Google Website Optimizer or
any of the landing page services mentioned previously.

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