January 25, 2012 – 8:14 am
Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The rewards from making even slight [...]
By Howard Sewell
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Posted in B2B Marketing, Demand Generation, Inbound marketing, Landing Pages, lead generation, search marketing, SEM
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Also tagged marketo landing pages, ppc best practices, ppc landing pages, search marketing, sem landing pages
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“Always show an image of the offer.” It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it [...]
By Howard Sewell
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Posted in Content marketing, Demand Generation, direct marketing, Inbound marketing, Landing Pages, White Paper Syndication, White Papers
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Also tagged b2b demand generation, b2b lead generation, Content marketing, snag-it, white paper design, white paper marketing
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A client asks: “On every registration form, we give prospects the option to request contact from a sales rep. Is that even worthwhile when we’re going to call everyone anyway? If it is a good idea, what should the verbiage be? Currently the form reads: [Yes/No radio button] I would like to have a sales [...]
By Howard Sewell
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Posted in B2B Marketing, Copywriting, Creative, Graphic Design, Landing Pages, Marketing Automation
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Also tagged Landing Pages, lead follow-up, lead qualification, lead scoring, Marketing Automation, registration forms
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So you just launched a new white paper. How do you tweet about the content multiple times without seeming repetitive? Try factoids. Factoids are brief glimpses into the content on offer. They can be excerpts, but they also stand alone as facts or tips or news or opinion in their own right, even outside the [...]
Landing page optimization is a hot topic these days; indeed, whole companies have been built (and are thriving) on nothing but ensuring your landing pages generate the most registrations possible. Still, as I wrote in this previous post, most B2B marketers are still treating landing pages as an afterthought. For those companies, improving landing page [...]
Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
