Response Capture

First impressions are everything. Now that’s a lesson we’ve all learnt growing up and through our professional careers. Yet, businesses spend hundreds and even thousands of dollars, to score a higher rank on popular search engines without first investing enough in their own virtual presence. Everyone knows that if you don’t show up on the first page, perhaps even the top half of the search engine results page, you have very little chance of being noticed. But if your website looks and functions like it was created in 1998, that may be a good thing and a blessing in disguise.

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Before we get into revealing why you need a Landing Page, let’s first define a Landing Page.  Let’s take a minute to walk down a grocery store aisle.  Trust us, it will all come together!

A grocery store carries several thousand products, but if you want your product to “communicate” with more potential customers, you showcase it on the end-cap. The end-cap is prime real estate and companies pay big bucks for this space to give their products better visibility and not have it drown in the aisle noise.

Instead of the customer walking down the aisle and finding an endless selection of similar products, the end-cap provides you an opportunity to engage the customer, highlight the product features and perhaps offer a discount. Voila! Highly targeted and extremely effective.
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A friend called me today to share results from a recent webinar program.  I was excited to hear how the program performed because I had shared some of my learning’s from a landing page optimization course when she was in the webinar planning stage.

The first thing she said was, “please no laughter,” and of course I could not help but laugh.  I felt like a kid being told not to do something and purposing doing it anyway.

We both stopped laughing and got down to evaluating the marketing performance results. She explained that:

• 10,000 email invitations were sent out for the campaign
• 40 people registered to attend the live webinar
• 20 people actually attended the webinar

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If you’re a serious competitor, your performance on game day is all that really matters.  You can be a good athlete or play well in practice, but if you can’t get it done during the game when it really counts, you’ll never be considered a great player. 

For those of us who lay awake at night thinking about marketing, the performance of our campaigns is what matters most. 

Your marketing can have a beautiful design and great copy, but if you target the wrong people or you can’t measure the results, then I have to ask, what’s the point of spending a lot of company resources making sure it looks pretty? 

At Least Put Data In Your Starting Lineup

What role does data play on your marketing team?   Is it the focus of your offense or just a role player? 

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Drive fast all the time and you’ll end up getting tickets.  Eat a lot of fatty foods and it catches up to you eventually.  Burn enough bridges and you’ll find yourself on an island.  Launch marketing campaigns without an effective way to measure results or a strong focus on driving ROI, and you’ll eventually drive your career into a ditch.  

Have you ever received a ticket on the marketing interstate?  Your marketing budget isn’t unlimited so having accountability riding shotgun is a surefire way to keep you from becoming a statistic. 
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If you’re company is like most organizations, there is always pressure to continue to increase the number of leads and drive revenue, no matter what the economic conditions are.  During the recent “Great Recession,” we’ve heard a lot of people say things such as ‘flat is the new up.’ 

Well, here at Response Capture, we’re not buying it and we’re not alone. 

According to a Lead Lifecycle Management report by AberdeenGroup, from July 2008 – July 2009 the Best-In-Class marketing organizations continued to increase revenue by an average of 35%.  A closer look reveals a series of trends and best practices. 
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Every marketer knows the importance of having strong messages that are relevant to the potential customer. We like to say that relevancy drives response. However, before you start spending all your time on your creative and your messaging, it is important to first understand who your ideal customer is.

Having the most well written messages going out to only 60% of your market means you’re leaving opportunity on the table. Before jumping into social media and worrying about what you are going to say, you must profile your channel and understand who your ideal targets are. It’s only with a strong list of targets that you can begin to optimize the next steps in your marketing and sales processes and grow revenue.
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