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EIA2019Portugal - Landing Pages & Collecting Leads - P. J. Leimgruber

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

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INTRODUCTION
ABOUT PJ LEIMGRUBER
▸ 2011 - Bootstrapped an e-Commerce startup, RAGEHATS, to $50k/month
▸ 2012 - Co-Founded ...

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INTRODUCTION
MY BACKGROUND
▸ Rank Executives - Search Engine Optimization (SEO), Internet Ads, Content/
Blogger Marketing,...

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EIA2019Portugal - Landing Pages & Collecting Leads - P. J. Leimgruber

  1. 1. LANDING PAGES+ EASY METHODS TO COLLECT LEADS PJ LEIMGRUBER | @MISTERPEEJ
  2. 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. 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. 4. WHO I’VE WORKED WITH
  5. 5. 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
  6. 6. CREATING THE PERFECT LANDING PAGE
  7. 7. THE PARADOX OF CHOICE
  8. 8. “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.
  9. 9. WHAT IS A LANDING PAGE? LANDING PAGES HAVE ONE MAJOR OBJECTIVE TURN SITE VISITORS INTO LEADS.
  10. 10. 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.
  11. 11. 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.
  12. 12. CLICK THROUGH LANDING PAGES
  13. 13. ELEMENTS OF A SUCCESSFUL LANDING PAGE
  14. 14. EASY STEPS TO GET STARTED
  15. 15. 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
  16. 16. 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?
  17. 17. 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/
  18. 18. 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
  19. 19. 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
  20. 20. EXAMPLE OF A PERFECT HEADLINE
  21. 21. EXAMPLE OF A PERFECT HEADLINE
  22. 22. 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
  23. 23. COMPELLING HEADLINE WITH LEAD CAPTURE 3 STEPS & SHORT/COMPELLING TEXT source: hbloom.com
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. THE ELEMENTS IN ACTION
  29. 29. THE ELEMENTS IN ACTION
  30. 30. FREE TOOLS & RESOURCES…TO BUILD YOUR LANDING PAGE
  31. 31. 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
  32. 32. 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
  33. 33. LANDING PAGE GALLERIES ▸ Why? Browse perfect landing pages ▸ https://designmunk.com/ ▸ https:// www.landingfolio.com FREE TOOLS & RESOURCES TO CONSIDER
  34. 34. RECOMMMEND SOFTWARE…TO BUILD YOUR LANDING PAGE
  35. 35. UNBOUNCE …BEST FOR MAKING LANDING PAGES TO DRIVE CONVERSIONS/SIGNUPS.
  36. 36. WIX …AMAZING SELECTION OF TEMPLATES WITH BEAUTIFUL DESIGN
  37. 37. OPTIMIZELY …BEST FOR CONVERSION OPTIMIZATION
  38. 38. WEEBLY …DOESN’T HAVE GREAT TEMPLATES BUT VERY, VERY EASY TO USE.
  39. 39. INSTAPAGE …ALSO VERY EASY TO USE WITH BETTER TEMPLATES
  40. 40. STRIKINGLY …BECAUSE ITS GREAT PERSONAL LANDING PAGE
  41. 41. LAUNCHROCK …GOOD BECAUSE IT IS FREE
  42. 42. OTHERS TO CONSIDER ▸ KICKOFF LABS ▸ LEADPAGES OR BUILD YOUR LANDING PAGE IN HTML
  43. 43. 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
  44. 44. 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/
  45. 45. LANDING PAGE = DONE AWESOME! NOW LETS GET SOME TRAFFIC TO IT.
  46. 46. HOW TO USE GOOGLEB/C YOU’VE BEEN DOING IT WRONG THIS WHOLE TIME…
  47. 47. 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!
  48. 48. GOOGLE ANALYICS ▸ You must be anal about your data!
  49. 49. ▸ 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?
  50. 50. ▸ 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!
  51. 51. HERE IS HOW TO MAKE AN ACCOUNT
  52. 52. This must be installed on every page on your website. The installation will depend on what type of website you have.
  53. 53. ▸ 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.
  54. 54. ▸ 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
  55. 55. Reporting -> Real-Time -> Overview
  56. 56. Reporting -> Audience -> Overview
  57. 57. Reporting -> Acquisition -> Overview
  58. 58. ▸ 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
  59. 59. ▸ Select >> DESTINATION ▸ >> NEXT STEP ▸ Enter the URL into destination that we are going to track.
  60. 60. ▸ 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.
  61. 61. 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
  62. 62. SUBMISSION & POSTING TACTICS FREE PLACES YOU CAN LIST YOUR WEBSITE/STARTUP THAT WILL SEND FREE TRAFFIC!
  63. 63. 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
  64. 64. 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.
  65. 65. 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
  66. 66. 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.
  67. 67. 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
  68. 68. PART 1: SUBMISSION AND POSTING BASED TACTICS TACTIC #6 - MAKE A POST ON GROWTH HACKERS
  69. 69. OTHER TACTICS & STRATEGIESA MIXED BREW
  70. 70. 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.
  71. 71. 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.
  72. 72. 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.
  73. 73. 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
  74. 74. 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.
  75. 75. I HAVE A GIFT FOR YOU FOLLOW ME ON TWITTER @MISTERPEEJ
  76. 76. 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

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