One of the first things we learn as little kids is to always say "thank you" -- and, of course, not to put our mouths on the water fountain, but that's a topic for another day. If someone does you a favor, if you're given a gift, saying thank you is just good manners 101. What I learned during my first days at IMPACT, however, is that it's also inbound marketing 101.
A great clan once said, cash rules everything around us. It can buy us food, shelter, smartphones, but one of the few things it can’t buy is trust. Ironically, people need trust to feel comfortable spending their hard-earned cash with you and transparency about pricing is one of the most effective ways of building it in a digital marketplace. Enter the pricing page.
With the average human attention span shorter than that of a goldfish, inbound marketing is a lot like speed dating. When prospects get in front of you (or in this case, arrive on your website), you have to tell them everything you offer quickly while you have their attention, or else the bell will ring and they'll be off to the next option before you get the chance. Talk about a missed connection. In the marketing world, the most effective way of avoiding this lonely fate is through a skillfully written value proposition as a part your greater brand messaging strategy.
Yesterday, we kicked off IMPACT Live 2018 (our second annual conference) and I'm proud to say we came back (as the day's keynote speaker, Ann Handley would say) bigger, bolder, and braver. With over 500 marketing and sales professionals registered, we gathered at Hartford's Infinity Hall to not only discuss the latest and greatest in inbound marketing, but most importantly, get a peek into where it is going.
In the last five years, marketing automation has grown into a $1.65 billion industry with over 142,000 businesses (including American Express, Intel, LinkedIn) relying on it to run and monitor many of their marketing efforts. From Unica (now known as IBM Omni-channel Marketing) in 1992 to the newest players like HubSpot, WhatsNexx, and Loopfuse, the marketing automation software market is more vast and comprehensive than ever, and the average monthly cost of using them has also dropped as well.
A landing page is no ordinary website terrain. Like an alien discovering a new planet, a prospect "lands" there giving you the opportunity to make them an offer, gather their information, and "make contact." It's exciting. Yet, despite this excitement, it's easy and quite common to get caught up in the ho-hum of creating one. You have a new offer, grab your go-to template, clone the same form you use every time... Where's the sense of adventure? Where's the creative exploration that makes your reader actually want to convert? The landing page examples below come from a wide range of industries and feature unique designs guaranteed to get your creative juices flowing and inspire lead generation genius.
We all know the story of Jack and the Beanstalk. In this classic fairy tale, poor little Jack’s mother gets majorly miffed when her son comes home with a hand full of “magic beans” instead of the money she hoped for after sending him out to sell their only cow. In her eyes, Jack was taken advantage of and manipulated into an unfair exchange and chances are, she wouldn’t be alone in these feelings. (I mean, let’s face it, those beans must’ve had one heck of salesman.) Like in the story, salesmen and marketers often get a misleading rap of being manipulative or tricking people into buying things they usually wouldn’t (or shouldn’t.)
I’m going to be honest. For the past week, I’ve been racking my brain trying to think of a fun, original 4th of July article for this year's festivities -- but I've drawn a blank. Festivals and holidays are marketing gold, but as effective at driving sales and “delighting” customers as they are, thinking of a campaign that is both unique and memorable isn’t easy.