Landing Pages & Collecting Leads - P. J. Leimgruber

1. LANDING PAGES+ EASY METHODS TO COLLECT LEADS
PJ LEIMGRUBER | @MISTERPEEJ

2. INTRODUCTION
ABOUT PJ LEIMGRUBER
▸ 2011 - Bootstrapped an e-Commerce startup, RAGEHATS, to $50k/month
▸ 2012 - Co-Founded a boutique digital marketing/SEO firm, Rank Executives
▸ 2014 - Co-Founded, NEOREACH w/ brother @ Stanford, California. Raised 3M
in VC dollars. Today Over $1M per QTR. International Expansion.
▸ 2015 - Join EIA in Summer 2015 in Nice France
▸ 2016 - Onward - Professor at USC in Los Angeles. Consulting & advising both
companies & startups on digital, growth, and PR strategies

3. INTRODUCTION
MY BACKGROUND
▸ Rank Executives - Search Engine Optimization (SEO), Internet Ads, Content/
Blogger Marketing, PR, Web Development.
▸ Key Clients: Nissan USA & Watches.com
▸ NeoReach - Influencer Marketing Search & Management Software for
Enterprise business and Ad Agencies
▸ Key Clients: Amazon, NBC Universal, Travel Channel, Blue Apron, Nvidia,
Wal-Mart, New York Times, Fan Duel

4. WHO I’VE WORKED WITH

6. I’m going to assume your startup has*:
A) product people want & will pay for
B) serviceable market
C) team that can execute, learn, & improve
* don’t have these? Get ‘em first, then come back to the marketing process

7. CREATING
THE
PERFECT
LANDING
PAGE

8. THE PARADOX OF CHOICE

9. “BARAK SAYS”“You’ll see I only wear black or blue suits.
I’m trying to pare down decisions. I don’t
want to make decisions about what I’m
eating or wearing, because I have too
many other decisions to make.

10. WHAT IS A LANDING PAGE?
LANDING PAGES HAVE ONE MAJOR OBJECTIVE
TURN SITE VISITORS INTO LEADS.

11. PART 2: CREATING THE PERFECT LANDING PAGE
OBJECTIVE - TURN SITE VISITORS INTO LEADS
▸ Tells the visitor a short story so
they know exactly what they’re
getting.
▸ It shows them a picture of what
they’re going to get.
▸ No navigation because we don’t
want them going anywhere else.
▸ The content/copy is brief, but super
compelling. Less than 200 words of
body text is ideal.
▸ Has a form to capture their
information (more on this)
▸ Has social sharing icons that make it
easy to share.

16. PART 2: CREATING THE PERFECT LANDING PAGE
THE TWO COMMON GOALS OF A LANDING PAGE
1.) To capture leads that enable you to
market to people in the future.
2.) To “warm up” potential customers
to the product you are trying to sell to
them before sending them into your
sales funnel.
Therefore, landing pages can embody
one of two goals — a lead generation
page and a click-through page.

17. CLICK THROUGH LANDING PAGES

20. ELEMENTS OF A SUCCESSFUL LANDING PAGE

21. EASY
STEPS TO
GET
STARTED

22. BUT FIRST
THINKING LIKE A MARKETER…
▸ It’s important to understand who & what we are marketing
▸ Is this a start-up company or an established brand?
▸ Are we selling software, sign-ups, or actual products?
▸ Are we building awareness or creating actions?
▸ Who are we marketing to?
MORE ON THIS AS WE GO ALONG

23. PART 2: CREATING THE PERFECT LANDING PAGE
BEFORE YOU BUILD A LANDING PAGE, UNDERSTAND WHAT YOU ARE BUILDING
▸ Can you describe your product/idea to your parents and would they
understand?
▸ Answer these questions:
▸ What does it do?
▸ Who is it built for?
▸ What the main benefit the end user is going to get?
▸ What exactly are they signing up for?

24. PART 2: CREATING THE PERFECT LANDING PAGE
BROWSE GOOD DESIGN, FIND EXAMPLES OF WHAT YOU LIKE
▸ Before you design ANYTHING - spend some time browsing other landing
pages and get a sense what you want to build.
▸ Resources:
▸ Dribbble & Behance = Design/Portfolio Galleries
▸ Landingfolio = https://www.landingfolio.com
▸ Flat UI Color Picker = http://www.flatuicolorpicker.com/

25. STEP 1: CREATE A COMPELLING HEADLINE
▸ Capture visitors attention
immediately. Make them want to
read on.
▸ Try to keep headline on one line.
<Hard Problem You Solve> Made
Easy
<Two Word> Software for
<Industry> Professionals
Eliminate your <Niche> Problem
For Good.
Smarter <Hard Thing> Is Here.
The Future of <blank>
PART 2: CREATING THE PERFECT LANDING PAGE

26. PART 2: CREATING THE PERFECT LANDING PAGE
STEP 2: PICK A GOOD HEADER IMAGE
▸ Image of your product
▸ Professional Stock
Photo
Sources:
Stocksy
Dollar Photo Club
Fotolia

27. EXAMPLE OF A PERFECT HEADLINE

28. EXAMPLE OF A PERFECT HEADLINE

29. STEP 3: MAKE IT EASY TO UNDERSTAND WHAT YOU DO. DON’T OVER-DO TEXT
▸ Break down into 3
steps/features
▸ Short description of
each
▸ Use “power words” like
get, feel, have, enjoy
source: lumosity.com
PART 2: CREATING THE PERFECT LANDING PAGE

30. COMPELLING HEADLINE
WITH LEAD CAPTURE
3 STEPS &
SHORT/COMPELLING TEXT
source: hbloom.com

31. STEP 4: BIG BUTTONS AND CALLS TO ACTION
GET STARTED
*
START FOR FREE TRAIL
*
APPLY FOR EARLY ACCESS
*
Don’t Miss Out On The
Next Big Thing
*
SIGN ME UP!
PART 2: CREATING THE PERFECT LANDING PAGE

32. STEP 5: COLLECTING THE INFORMATION YOU NEED
▸ Use forms to collect their
information.
▸ Collect as little info as you need to
onboard them.
▸ The number of fields should
correlate with the buyers journey.
▸ If you are just building interest/
awareness, then basic info like
name and email is enough.
PART 2: CREATING THE PERFECT LANDING PAGE

33. PRO TIP: ENCOURAGE SOCIAL SHARING & REFERRALS
▸ KICKOFF LABS
▸ Put Social Share Buttons
At the Bottom
▸ Encourage early signup
PART 2: CREATING THE PERFECT LANDING PAGE

34. PRO TIP: BUILD CREDIBILITY
▸ Short testimonials or
endorsements from
customers.
▸ Stars & graphics
▸ Certification or Customer
Logos
further reading: http://unbounce.com/landing-pages/15-ways-to-increase-trust-in-your-landing-pages/
PART 2: CREATING THE PERFECT LANDING PAGE

35. THE ELEMENTS IN ACTION

36. THE ELEMENTS IN ACTION

37. FREE TOOLS &
RESOURCES…TO BUILD YOUR LANDING PAGE

38. FLAT UI COLOR PICKER
▸ Why? Helps you find amazing
colors/branding ideas.
▸ Tip: Pick 2 or 3 primary colors,
and only use those colors in your
design, will help keep a
consistent look & feel.
FREE TOOLS & RESOURCES TO CONSIDER

39. UNDRAW ILLUSTRATIONS
▸ Why? Open source free
illustrations, simply paste in the
HEX color code and it generates
FREE images to use on your
landing page
▸ https://undraw.co/illustrations
FREE TOOLS & RESOURCES TO CONSIDER

40. LANDING PAGE GALLERIES
▸ Why? Browse perfect
landing pages
▸ https://designmunk.com/
▸ https://
www.landingfolio.com
FREE TOOLS & RESOURCES TO CONSIDER

41. RECOMMMEND
SOFTWARE…TO BUILD YOUR LANDING PAGE

42. UNBOUNCE
…BEST FOR MAKING LANDING PAGES TO DRIVE
CONVERSIONS/SIGNUPS.

43. WIX
…AMAZING SELECTION OF TEMPLATES WITH
BEAUTIFUL DESIGN

44. OPTIMIZELY
…BEST FOR CONVERSION OPTIMIZATION

45. WEEBLY
…DOESN’T HAVE GREAT TEMPLATES BUT VERY, VERY
EASY TO USE.

46. INSTAPAGE
…ALSO VERY EASY TO USE WITH BETTER TEMPLATES

47. STRIKINGLY
…BECAUSE ITS GREAT PERSONAL LANDING PAGE

48. LAUNCHROCK
…GOOD BECAUSE IT IS FREE

49. OTHERS TO CONSIDER
▸ KICKOFF LABS
▸ LEADPAGES
OR
BUILD YOUR LANDING PAGE IN HTML

50. SOURCES & LINKS FOR FURTHER RESEARCH
▸ http://unbounce.com/landing-page-articles/the-anatomy-of-
a-landing-page/
▸ https://blog.kissmetrics.com/landing-page-design-
infographic/
▸ https://www.formstack.com/the-anatomy-of-a-perfect-
landing-page
▸ https://instapage.com/blog/landing-page-examples
PART 2: CREATING THE PERFECT LANDING PAGE

51. SOURCES & LINKS FOR FURTHER RESEARCH
▸ https://moz.com/blog/most-entertaining-guide-to-landing-
page-optimization
▸ https://offers.hubspot.com/smart-guide-ecommerce-landing-
pages
▸ https://thelandingpagecourse.com/

52. LANDING PAGE = DONE
AWESOME! NOW LETS GET SOME TRAFFIC TO IT.

53. HOW TO USE GOOGLEB/C YOU’VE BEEN DOING IT WRONG THIS WHOLE
TIME…

55. GETTING STARTED
USING GOOGLE PROPERLY IS THE BACKBONE FOR GROWTH HACKING
▸ The use of “quotes” tells Google to search for this exact phrase in this exact
order.
▸ The use of + is the most effective way to separate words in the same search.
▸ For example: “write for us” + blog.
▸ Using these advanced search operators will make you laser sharp at using
Google.
▸ TRY IT!

56. GOOGLE ANALYICS
▸ You must be anal about your
data!

57. ▸ Web analytics, in general is the measurement, collection, analysis and reporting
of web data for purposes of understanding and optimizing web usage.
▸ Google Analytics is the market leading web analytics tool with over 80% of
market share (that’s huge)
▸ Audience and their needs
▸ Track the routes people take to reach you
▸ Devices they use to get there
▸ Learn what people are looking for
▸ Tailor marketing and site content for maximum impact
What is analytics?

58. ▸ How many people visit my
website?
▸ Where do my visitors live?
▸ What sources/websites send
traffic to my website?
▸ What marketing tactics drive the
most traffic to my website?
▸ What content do my visitors like
the most?
▸ Which pages on my website
are the most popular?
▸ How many visitors have I
converted into leads or
customers?
▸ Where did my converting
visitors come from and go on
my website?
Analytics has the answer!

59. HERE IS HOW TO MAKE AN ACCOUNT

62. This must be
installed on every
page on your
website. The
installation will
depend on what
type of website
you have.

63. ▸ If you are using a WORDPRESS
site. Then you can install a plugin
called “Google Analytics by
Yoast”
▸ This will give you a place to
insert the tracking code.
▸ Then the plug in will do the rest
of the work.
▸ Other website builder platforms
also work like this (Squarespace,
Wix, Instapage etc.)
▸ Boom. Done.

64. ▸ If you are using a custom site or
a site built from scratch or any
site like that then have the
developer do it.
▸ But in case you want to really be
thorough in your knowledge and
show the developer (and
everyone else in the company)
who is the boss.
▸ Then here is how to do it…
PLACE THIS CODE IN THE
<HEAD>
TAG OF THE WEBSITE

65. Reporting -> Real-Time -> Overview

66. Reporting -> Audience -> Overview

67. Reporting -> Acquisition -> Overview

68. ▸ Goals will tell Google Analytics when
something important has happened on your
website.
▸ For example, if you have a website where
you generate leads through a contact form,
you will want to find (or create) a thank you
page that visitors end upon once they have
submitted their contact information.
SET UP GOALS
▸ let’s track every time a
user reaches that page

70. ▸ Select >>
DESTINATION
▸ >> NEXT STEP
▸ Enter the URL
into destination
that we are
going to track.

71. ▸ If you have other similar goals / conversions
you would like to track on your website, you
can follow these steps again.
▸ You can create up to 20 goals on your website.
▸ Be sure that the ones you create are highly
important to your business.
▸ These goals (for most businesses) include lead
form submissions, email list sign ups, and
purchase completions.
▸ Depending on your website and its purpose,
your goals may vary.

72. IMPORTANT!
WATCH AND READ THESE
https://moz.com/blog/absolute-beginners-guide-to-google-analytics
http://bit.ly/2gbfEXu
**WATCH** Google Analytics Academy on YouTube:
**READ** Moz - Beginners Guide To Google Analytics

73. SUBMISSION &
POSTING TACTICS
FREE PLACES YOU CAN LIST
YOUR WEBSITE/STARTUP
THAT WILL SEND FREE
TRAFFIC!

74. PART 1: SUBMISSION AND POSTING BASED TACTICS
TACTIC #1 - STUMBLEUPON/MIX
MIX
Free web-browser
extension which acts as an
intelligent browsing tool
for discovering and
sharing web sites by a
recommendation engine

75. PART 1: SUBMISSION AND POSTING BASED TACTICS
TACTIC #2 - PRODUCT HUNT
A curation of the best new
products, every day.
Discover the latest mobile
apps, websites, and
technology products that
everyone's talking about.

76. PART 1: SUBMISSION AND POSTING BASED TACTICS
TACTIC #3 - SCOOP.IT
Launch a topic at Scoop.it
and post your website into
your topic page

77. PART 1: SUBMISSION AND POSTING BASED TACTICS
TACTIC #4 - REDDIT & R/STARTUPS
Share your startup on
Reddit’s /r/startups category
or any other hyper targeted
subreddit.
Note - Engage with the
community first. Don’t just
sign up and post. They hate
spammers.

78. PART 1: SUBMISSION AND POSTING BASED TACTICS
TACTIC #5 - CREATE A CRUNCHBASE PAGE
CrunchBase
CrunchBase is the leading
platform to discover
innovative companies and
the people behind them.
Used by millions of
entrepreneurs, investors,
and analysts.
pro tip: works great for recruiting & hiring

79. PART 1: SUBMISSION AND POSTING BASED TACTICS
TACTIC #6 - MAKE A POST ON GROWTH HACKERS

80. OTHER TACTICS & STRATEGIESA MIXED BREW

81. PART 5: A MIXED BREW OF TACTICS
TACTIC #1 - RESPOND TO UNANSWERED QUESTIONS ON QUORA
Respond to unanswered questions in
your niche on Quora. Quora is a
question-and-answer website where
questions are asked, answered,
edited and organized by its
community of users.

82. PART 5: A MIXED BREW OF TACTICS
TACTIC #2 - SIGN UP FOR MENTION
Mention allows you to monitor in real-time
anything published on the web and social
networks.
You can react by getting an alert triggered
by a keyword or key phrase you set up.
Connect social accounts (Twitter,
Facebook, Buffer) to your alerts as well.

83. PART 5: A MIXED BREW OF TACTICS
TACTIC #3 - SIGN UP GOOGLE ALERTS
Google Alerts is a content change detection
and notification service, offered for free by
Google.
The service sends emails to the user when it
finds new results—such as web pages,
newspaper articles, blogs, or scientific
research—that match the user's search term.
Great way to find authors, bloggers, and
websites in your niche.

84. PART 5: A MIXED BREW OF TACTICS
TACTIC #4 - SUBMIT A FREE PRESS RELEASE
Write a press release. If you don’t know what
those are. Google them, read some, and
give it your best shot.
Then you can submit a free press release
using a service like PRlog

85. PART 5: A MIXED BREW OF TACTICS
TACTIC #5 - HELLO BAR
HelloBar is one of the more
popular lead generation tools
available, and it allows you to
add these eye-catching
notification bars to the top of a
webpage.
I have been using this tool
myself for about eight months
now, and it has never
disappointed me.

86. I HAVE A GIFT FOR YOU
FOLLOW ME ON TWITTER @MISTERPEEJ

87. COME BACK ON WEDNESDAYLEARN ABOUT MARKETING USING SOCIAL MEDIA,
INFLUENCER OUTREACH & PR STRATEGY
▸ Tweet (and follow) @misterpeej and ask me
any questions.
▸ Email Me: pjleimgruber@gmail.com