copywriting iii week 3
DESCRIPTION
TRANSCRIPT
Copywriting III
Web Content: Landing pages and lead generation
Course outline and objectives
Strategy Direct Mail Web copy Public relations
You are here
Marketing tactics
CRM
Landing pages
Direct marketing
Search engine advertising
Public relations
You are here
Lead nurturingLead nurturing
Generate leadsGenerate leads
Social + business Intel
Social + business Intel
Lead distributionLead distribution
Marketing automationMarketing
automation
Lead qualification
Lead qualification
Lead FlowLead Flow
Direct marketing: digital
Organizational Goals for Content Marketing
Attracting Website Visitors Q: What most influenced your decision to visit the site?
If I hear you say “marketing plan” one more time…
• Satisfy your user’s needs…• Know your audience’s concerns, hopes. • Consider desired tasks. Make these
prominent. • Provide information to support decision-
making. • Write easy-to-understand task instructions.
Digital content
Nobody reads anymore!
Digital content
For example, consider the whitepaper
Digital content: best practices
The online ‘experience’
• We read differently online. • We have short attention spans. • We’re impatient. • We’re always poised for the next click. • We’re always looking for the big payoff. • We don’t really read what’s on the screen ... • WE SCAN IT.
Digital content: best practices
Make the information:• easy to access• concise• like a story• consistent• new / fresh• “standalone”
Lead generation: landing pages
Best practices: Test A/B Customer is king Create unique visitor profiles Social media interaction Mobile, tablet, forget about it
Use more than just email
• Web content• Offers• Sales calls• Help desks• SMS• Social
Two things I want you to remember
1. Understand the buyer persona2. Know where they are “at”
Don’t rush the process
• Pushing “late stage” content is a turn off• Start with educational and informative
content first
What constitutes web content?
Broadly speaking, there are three types of content. Remember, though, that they are not necessarily mutually exclusive, nor do they need to be:
• Educational• Entertaining• Interactive
What constitutes web content?• E-books/whitepapers• Podcasts• Webinars• Blogs/communities• Newsletter/newsletter archives• Research• Tutorials (multiple formats)• Video• Mobile apps/Web apps• Online assessments/diagnostics• Contests• Giveaways/discounts• Great website copy
Often, poor web writing is …
• Overwritten;• Lazy about spelling and grammar;• Lacking focus;• Hard to act upon and,• All about you.
Time to rethink your approach.
• What do I want to tell you? • What do I want you to understand? • What do I wish you would do? • How can I make you care?
NOT
Time to rethink your approach.
• What do you want to know? • What do you need to do? • What do you need to feel comfortable and
smart? • What do you care about … really?