On Tuesday we continue following the yellow brick road of inbound marketing with a discussion on “Landing Pages”, the first pages that our traffic hits as a result of our inbound marketing efforts. In the digital marketing world, very rarely do we care solely about “impressions”. Why not? Because: (1) impressions doesn’t pay the bills, and (2) as opposed to interruptive marketing, inbound can drive actual sales.
So back to the task at hand, Mashable published a quick, nitty-gritty post with a few tips on creating an effective “initial point of contact”. Our friends at Copyblogger wrote a more detailed guide to creating landing pages, that you should check out. And since we are taking the HubSpot Inbound Certification examination on Feb. 12th, check out Class 6 The Anatomy of a Landing Page and Class 7 Perfecting the Conversion Process.
Finally, for a little nerdy fun, take a look at this TechCrunch article about the landing page for the fake company from the HBO show “Silicon Valley”. It reminds me a little bit about this podcast I’ve been listening to called “StartUp“. Early on, our hero talks to potential investors from the Silicon Valley VC world. They keep asking him what is his “unfair advantage”. If a “proprietary universal compression algorithm that has consistently fielded high Weisman scores that are not merely competitive, but approach the theoretical limit of lossless compression” isn’t an unfair advantage, I don’t know what is. (Since some of you are asking yourself right now, “Do we have to listen to this podcast?” No, no you don’t. But, it’s really, really good and it will make you smarter. So if you care about things like “getting smarter”, be my guest.)
Speaking of podcasts, this fall I was one of the millions of over-educated people who obsessed about Serial. Did Adnan kill Hae? Seriously, what’s the deal with Jay? Oddly enough, one of the breakout stars of Serial was mailchimp a company that helps people and companies “send better email”. They sponsored the podcast and each episode started with the same 20-second spot. (Click here to hear the ad.) On Thursday, we’ll discuss email marketing.
Email? Seriously? Isn’t email dead? No! Remember, what @ameliashowalter told us about the value of email addresses compared to social media follows for the Obama re-election campaign? Check out these tips on connecting with “email-fatigued” prospects. Read this ebook on email marketing essentials from Constant Contact. (Coincidentally, my sister-in-law works in marketing for them.) Finally, view Class 8 from Hubspot How to Send the Right Email to the Right Person. Have a great weekend and I’ll try to keep the tweets during the Super Bowl mocking the Seahawks and @MktgLove_wwu to a minimum.