Home / Internet Marketing News / The Hip Hop Guide to Landing Page Domination

The Hip Hop Guide to Landing Page Domination

I was eleven when I first heard Dr. Dre’s “Nuthin’ but a ‘G’ Thang” and — despite being a prepubescent, white kid from the less-than-hard-knock streets of Pueblo, Colorado — my life was never the same.

Hip hop struck a chord in me: a rebellious, artistic and just-go-out-there-and-get-it chord.

However, it wasn’t until last month that hip hop struck a new chord… one that I never saw coming. Growling through my $20 earbuds at the gym, DMX put it like this:

X gon give it to ya. [Forget] waitin’ for you to get it on your own. X gon deliver to ya.

Suddenly, it all clicked. What does hip hop have to do with landing pages?

Everything.

That’s why I’ve put together these five data-driven lessons (and oh-so-sharable memes) straight outta hip hop’s most iconic lyrics to prove to you that everything we both know about landing pages, we learned from hip hop.

1. Bring qualified visitors to you with high-intent ads

hip-hop-landing-pages-paid-ads

Paid advertising gets a bad rap… pun intended.

There’s myth running around that free traffic (i.e., SEO, email marketing, social media marketing) is the “smart” conversion rate expert’s go-to strategy. Why pay for leads when you can get ‘em for free?

Because paid advertising can buy you higher-converting leads… when you know how to use them right.

The key is understanding the searcher’s intent.

What is the best way to [specific product feature]?” and “How much is [specific product or service]?” are two very different searches and require different ads. The first is a research question and your ads should be offer educational content. The second reveals a person who is ready to buy, but is concerned about price, which is where guarantees and comparisons shine.

Using specific products as keywords — rather than a general category — targets people who are already close to purchase. As SparkPay’s Hitchhiker’s Guide to PPC explains:

Think about what people are searching for when they are going to buy your product. Don’t come up with keywords like “best online golf store.” Nobody searches for that. They are searching for a product, and we want to bid on product-based keywords.

To create successful high-intent paid ads:

2. Focus on your buyer’s real-life journey

hip-hop-landing-pages

Optimizing your landing pages isn’t just about optimizing your landing page.

It’s about stepping into the shoes of your leads and guiding them through a journey (i.e., your funnel): moving someone from your paid ad, to your landing page, to your follow up, to your offer.

Two principles are paramount:

  1. Craft this real-life journey like a human and
  2. Track it like a robot.

On the human side, think of your funnel like a conversation

Your paid ad is the opening gambit. This means it all starts with them — high-intent keywords — rather than you. Your landing page — especially, its headline, subheads, and CTA — must all build on that opener.

That singular thread is what Unbounce’s Oli Gardner calls conversation momentum: maintaining the same conversational style and tone across all campaign channels.

This means matching the phrasing of your ad with that of your landing page copy (message match), and maintaining the same tone and design.

And as obvious as it might sound, your messages themselves have to be authentic. Real-life journeys are full of emotions. Avoid jargon, and, above all, tell a story.

On the robot side, get analytical

Start by tracking your entire funnel with Google Analytics Goals. In a previous post, I wrote about the “fatal mistake” marketers make when it comes to funnel focus: namely, losing themselves in the “wide end.”

Setting GA Goals allow you to create easy-to-use visualization to measure each step in the journey:

hip-hop-landing-page-funnel

At a glance, GA funnels allow you to see where people are dropping off. In this example, CTR is being tracked from an initial page, to a second goal (such as a pricing page), to the final goal: the checkout.

This allows you to determine which parts in the journey have the highest drop off rate, and give you the information you need to optimize areas with the biggest potential for improvement.

3. Only have one call to action

99-buttons

A powerful CTA button is the acme of CRO. Knowing that, the temptation is to overdo it. If you’ve created multiple CTAs but struggle with conversions… I feel bad for you son.

The truth is more buttons do not mean more conversions.

In fact, when Unbounce reduced the number of registration options for their Master Unbounce in 30 Minutes webinar by eliminating just one excess CTA, conversions increased by 16.93% with 100% confidence.

morebuttons-a-b-test

What does this mean for your landing pages?

If you’re drowning viewers in buttons, one of two things is happening:

  1. You’re not being clear about what the exact next step is.
  2. You’re paralyzing them with too many choices. Barry Schwartz, the master of choice, revealed the counter-intuitive truth of too many options in his TEDx Talk:

With so many options to choose from, people find it very difficult to choose at all… even if we manage to overcome the paralysis and make a choice, we end up less satisfied with the result of the choice than we would be if we had fewer options to choose from.

When it comes to landing pages, Oli Gardner calls this “attention ratio:” the ratio of links on a landing page to the number of page goals. And Oli explains that it should always be 1 to 1. Why?

Because every campaign has one goal, every corresponding landing page should have only one call to action – one place to click.

On top of selecting a single, clear, and driving CTA, high-converting buttons also follow these two basic rules:

  1. They look like buttons that can be clicked, with contrasting colors and other affordances.
  2. They answer the question, “Why should I click?” Use the “I want” formula: have your buttons complete the sentence “I want to ____.”

4. Don’t neglect the backend

back-ends-hip-hop

What makes a landing page convert over the long term?

The secret is mixing in a lot (wink wink) of targeted follow-up, based directly on the information you gathered from your leads.

In a word: the backend. Backend is a sales and marketing term that refers to what happens after your customer’s initial opt-in or first purchase. This includes lead nurturing, customer retention and upselling.

A tight backend includes at least four parts:

  1. The initial opt in and follow up: When a visitor opts in, any information they submit needs an immediate response. More than that, because selling is a process, not an event, you’ll also need a multi-step follow-up. Why? As Oktopost recently pointed out, “nurtured leads make 47% larger purchases than non-nurtured leads.”
  2. Cart abandonment: The average ecommerce site can expect cart abandonment rates of around 55% to 75%… so why not send personalized emails to give prospects a friendly reminder? In a classic case study by Marketing Experiments, Smiley Cookie was able to regain 29% of its abandoned carts by reaching out within 24 hours.
  3. First purchases and upselling: Crossing the threshold from lead to customer is huge. And in the excitement of that moment, many business fail to keep the purchase-ball rolling. Immediately follow up with customers, guide through the onboarding process, and think of ways you can upsell them with items that supplement their purchase.
  4. Reviving the “dead” lead: Dead leads — visitors who opt in but never actually purchase — can give marketers anxiety. But there are simple thing you can do to rekindle your relationship (it could be as simple as a magic nine word email).

5. “One shot” isn’t enough

landing-page-hip-hop-one-opportunity

While designing your landing page with a “one shot, one opportunity” mindset might sound inspirational… it’s decidedly bad business.

Enter remarketing.

Remarketing is a form of advertising that uses pixel or cookie-based technology to “tag” specific visitors and present ads to them based on their previous visit. Essentially, these ads “follow” your visitors when they leave your site and are displayed to them on other sites, most notably, on YouTube, Google Display Network and Facebook.

As Johnathan Dane of KlientBoost points out:

Retargeting ads have a 10x higher click-through rate than display ads – and visitors subject to retargeting are 70% more likely to complete a conversion compared to non-retargeted visitors.

If you’re just getting started with retargeting, check out this post by Johnathan or grab HubSpot’s A Beginner’s Guide to Retargeting Ads.

A couple quick pointers

  • Create remarketing ads with as much specification as you do PPC ads: focus on retargeting ads that highlight specific products based on specific pages. In other words, don’t retarget your brand or site… retarget exactly what your visitor showed interest in.
  • Use psychological tactics like social proof and urgency to draw clicks from pre-exposed leads.
  • Select your channels strategically. Place remarketed ads where your audience is most likely to be thinking about your product.
  • Lastly, don’t be afraid to retarget converted leads with upsells.

Applying hip hop to your landing pages

Fun, games and punning aside, hip hop is an amazing resource for learning how to dominate your landing pages and entire online sales process.

I’d love to hear your own favorite lyrics and lesson in the comments.

Oh, and don’t forget to add a meme.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

css.php