Most businesses know by now that social media can be a powerful and cost effective marketing tool. However, what most people don’t realize is that using the right landing page, domain name and hashtags in your social media posts can be critical for achieving success. In this first-of-its-kind SIA session, you’ll learn how to make the most of your landing pages, domains and social media to stand out amongst the noise on the Internet.

1. WHERETECHNOLOGY MEETS
MARKETING
How the landing page, # and . affect our ski world
www.firstchair.ski
#firstchairdotski

2. TODAYS PANEL
• Kyle Dill, Senior Digital Director - Native Rank
@KyleDillicious
• Katie Knoch, Director Public Relations - Scream Agency
@screamagency
• Jon Liu, UI Engineer - Name.com
@mrjonliu
• Rob Rozicki, Co-Founder - .SKI
@robrozicki
www.firstchair.ski
#firstchairdotski

3. OUR OWN LANDING PAGE
www.firstchair.ski
• Learn more about
presentation and
presenters.
• Download presentation
and get free advice.
• See our favorite landing
pages and campaigns.
www.firstchair.ski
#firstchairdotski

4. WHAT IS A LANDING PAGE?
Any page that gets traffic from anywhere other than the
same page on your site.
www.firstchair.ski
#firstchairdotski

5. WHY ARE LANDING PAGES
AN IMPORTANTTOOL?
• Dell conversions increased 300% when testing landing pages vs. website
pages - ion interactive
• Companies with 30+ landing pages get 7X more leads than those with 10
or less - Hubspot
• 71% of companies who tested multiple landing pages see large increases in
sales - Econsultancy
• 64% of marketers say that landing pages are the most effective way to test
value proposition - Marketing Sherpa
But
• Only 13% of marketers think their landing page strategy is “very successful” -
Asend2
• 57% of marketers use landing pages - Econsultancy

6. HOW LANDING PAGES FIT WITH OTHER
ONLINE MARKETING STRATEGIES?
Landing pages aren’t meant to replace any other forms of marketing, but
rather compliment them.
• Search Engine Optimization (SEO)
• Landing pages are designed to go hand-in-hand with search engine optimization.Any
optimization strategies that you employ across your site should also be used on your
landing pages as they can only benefit from it.
• Pay-per-click (PPC)
• Landing pages and Pay-Per-Click advertising go together perfectly, and landing pages
being used as destinations for PPC ads are one of their most common and most
popular uses.
• Social Media Marketing
• Landing pages also work well with social media, and many businesses have one or more
pages for their fans on Facebook,Twitter and other social sites they frequent.
• Domain Names
• Because landing pages are unique standalone properties they
work well with domain names. Simple, catchy easy to
remember domain names provide a rememberable location
for your landing pages. Pay-per-click (PPC)

7. TYPES OF LANDING PAGES
Click-Through
These landing pages
typically have just enough
bullet points or benefits
to convince the person to
move to the next step —
however, they are NOT
lead generation landing
pages — those come
next.
www.firstchair.ski
#firstchairdotski

8. TYPES OF LANDING PAGES
Lead Generation
Landing pages, where the
idea is to get names,
email addresses or other
relevant information to
follow up with prospects
in the near future.
www.firstchair.ski
#firstchairdotski

9. TYPES OF LANDING PAGES
Viral
A viral landing page
promotes word of mouth
marketing through social
networks.The goal is not
simply to get page visitors
to sign up (or follow the
call to action), but also to
tell their friends about
what they found.
www.firstchair.ski
#firstchairdotski

10. TYPES OF LANDING PAGES
Mobile
A relative newcomer to
the landing page herd,
the mobile page is all
about maximizing the
message to fit into one
extremely small screen
space.
www.firstchair.ski
#firstchairdotski

11. TYPES OF LANDING PAGES
Microsite
A microsite is, as its name
implies, a small, well-timed
website that corresponds to
a central marketing campaign
or message. Microsites aren’t
typically limited to a single
page, but have very few
navigation options and all of
them lead back to the
central course of action.
www.firstchair.ski
#firstchairdotski

12. TYPES OF LANDING PAGES
Product Detail
Especially important to e-
commerce companies,
these sites need to do
double-duty, as they work
not only in conjunction
with the main site, but
also as standalone pages
designed to encourage
the customer to buy.
www.firstchair.ski
#firstchairdotski

13. WHICH LANDING PAGE
SHOULD I CHOOSE?
• No one right choice or wrong choice.
• Type of landing page should be a reflection of your business goals and your
testing priorities.
• As a destination in your PPC, Social or SEO
• To create anticipation about a product launch or service
• To segment your offers
• To segment your audience
• Incorporate the best elements from several varieties to create your own
unique style.
www.firstchair.ski
#firstchairdotski

14. WARNING! LANDING PAGES
ARE NOT• Long sales letters
• They are not an opportunity to go into great details about how great you or your
products are.
• An opportunity to push a hard sell
• They are not an opportunity to pressure your buyers. Landing pages are often the first
impression, so make it a good one.
• Blackmail Pages
• These are part of an old internet marketing tactic that presented users with a choice:
enter your name and email to get a freebie, or go elsewhere.
• Once-and-done Strategy
• You should always be testing and refining your message to make it what your customers
want. Its a long but thoroughly rewarding process.
www.firstchair.ski
#firstchairdotski

15. 1. Mobile Friendly
2. Blazing Fast
3. Clear and Accessible
4. Tools & Resources
USER EXPERIENCE

16. MAKE IT MOBILE

17. MOBILE % OF BLACK FRIDAY SHOPPING
source: http://www.ibm.com/software/marketing-
solutions/benchmark-reports/black-friday-2015.html
0%
15%
30%
45%
60%
2011 2012 2013 2014 2015
57%
50%
40%
24%
14%

18. 189 MILLION OF FACEBOOK'S
USERS ARE MOBILE ONLY
source: http://insights.wired.com/profiles/blogs/47-of-consumers-expect-a-
web-page-to-load-in-2-seconds-or-less

19. 67.2% OF CONSUMERS USE A
SMARTPHONETO CHECK
THEIR EMAIL
source: http://www.emailmonday.com/mobile-email-usage-statistics

20. MOBILE ENVIRONMENT

21. ALSO A MOBILE ENVIRONMENT
http://www.houzz.com/photos/1150811/Matt-and-Mary-Emma-Hawthorne-
midcentury-living-room-dallas

22. ALSO A MOBILE ENVIRONMENT
http://www.couponwisconsin.com/tag/bathroom-stalls/

23. MAKE IT FAST

24. 47% OF MOBILE USERS
EXPECT A PAGETO LOAD IN
LESS THAN 2 SECONDS
source: http://insights.wired.com/profiles/blogs/47-of-consumers-expect-a-
web-page-to-load-in-2-seconds-or-less

25. 40% ABANDON WEBSITES
THATTAKE MORE THAN 3
SECONDSTO LOAD
source: http://insights.wired.com/profiles/blogs/47-of-consumers-expect-a-
web-page-to-load-in-2-seconds-or-less

26. REDUCE PAGE WEIGHT

27. USERS BE LIKE…

28. PAGE ELEMENTS & BEST PRACTICES

29. Strong visual design
Clear call to action
Compelling Headline
Present, but not
distracting navigation
Engaging animation

30. BLURTEST
• Is the CTA still clear?
• Do you know where you
are?

31. DIY
Name.com
Website Builder
Wordpress Squarespace

32. URL FORWARDING

33. FAVORITE LANDING PAGES

34. HTTP://WWW.GOOGLE.COM/MAPS/ABOUT/BEHIND-THE-SCENES/
STREETVIEW/TREKS/MONT-BLANC/
GOOGLE MAPS

35. WHY I LOVE IT
• Clear call to action
• Obvious user elements
• Mobile Friendly

36. MAILCHIMP.COM

37. WHY I LOVE IT
• Blazing Fast: first render in 0.6
sec, fully loaded in 2.4
• Clear Call to Action
• RelevantVisuals
• Mobile Friendly

38. TAP INTO NICHE AUDIENCES
• Landing pages can be utilized for reaching niche audiences,
where traffic is acquired organically or through ad campaigns.
• Facilitate larger-quantity orders or group sales
• Initiating brand ambassador programs
• Engaging searchers geographically

39. CREATE IMPACTFUL AD COPY AND
META DATA, IN CONTEXT WITHTHE
CORRESPONDING LANDING PAGES
•Landing pages perform best when you can be found easily, and when your
visitors know what they can expect to see before they click.
•Always be there (organically, and from advertising), always be optimized (for
devices), always be relevant (time of day, geographically, etc.).
•Walk them through the story, and why they want or need to give you their
business.
•Who you are and what you do
•Who you work with, or samples of your work
•Why your new visitor needs to work with you, too
•Call to action, and make it easy to get in touch!

40. CAMPAIGNS I LOVE
Keystone Ski Lessons
• Ads are geographically
served
• Deeper links provided to
serve better options
based on searcher’s intent
• Landing page provides
information for any level
of expertise, with 4 calls
to action

41. CAMPAIGNS I LOVE
Ski Butlers
• Ads are served
geographically, with links to
services in neighboring
resorts
• Offer mentioned in the ad
• URL is short and sweet
• Landing page walks them
through the story, establishing
trust with the visitor

42. WHYTHE HASHTAG?
• What started onTwitter has now spread across all social networks.Allowing
a single campaign to exist across national platforms, making the hashtag
simply a staple of modern marketing.
• A hashtag immediately expands the reach of your audience beyond just
your followers as it can reach anyone interested in that specific phrase or
keyword.
• Tweets using one or more hashtags, double the chance of engagement.
www.firstchair.ski
#firstchairdotski

43. STEPSTO CREATE A
SUCCESSFUL # CAMPAIGN
FORYOUR LANDING PAGE

44. CREATE A SENSE OF
COMMUNITY
• At the core, your goal is to
engage with your audience. By
creating and asking them to
use a hashtag, you’re leading
the conversation.
• Inspire them to inspire others.
It shouldn’t be about selling
your brand. It should be
about a campaign and landing
page that was built to create
a place to share experiences,
ideas and to be a part of
something.

45. DO RESEARCH +
KEEP IT SIMPLE
• Search to see what conversation (if any) involving your hashtag already
exists and if it will work with your campaign goals.
• One of our favorites, Jawbone launched a #knowyourself campaign on
Instagram, but found that the hashtag was already being used generically
by thousands of users in all sorts of different contexts, making it difficult
to track the success of the campaign.
• Keep it brief.
• SIA’s own #WhyIGo leading up to this Show is a perfect example. It is
short, simple .There are a few other conferences that use it but when
you go a generic Google search, the first three videos are from SIA
attendees.

46. A HUMAN BEHINDTHE #
• You have to be ready to be real
and ready to engage with your
audience.
• You want consumers to know
that the brand is invested and
that they are part of a two-way
conversation.

47. SUCCESSFUL # CAMPAIGNS
#ShareaCoke
Since launched in Spring 2015, there
have been a quarter of a million
Tweets and close to one billion
impressions.
Sept. 2015, the company teams up with
Twitter to create a custom hashtag
automatically generated a branded
emoji of two coke bottle clicking every
time #ShareaCoke was used.
It was used over 170,500 times globally
the first day, ultimately setting a record
for "the world's largest cheers."

49. TACO BELL DEMANDSTHE
TACO EMOJI
#TacoEmojiEngine
In 2015,Taco Bell pushed for a
taco to be included in the latest
round of emoji characters.
Nearly 33,000 people signed a
virtual petition.
The taco made its worldwide
emoji debut in July 2015.
Naturally,Taco Bell celebrated
with aTwitter #TacoEmojiEngine
that generated hundreds of taco-
related images or sounds.

51. PROCTER & GAMBLE
#LikeaGirl
Using the hashtag #LikeaGirl,
Always confronted gender norms
by asking people to change "act like
a girl" to a compliment vs an insult.
The video spread virally, showing
kids giving positive representations
of how to run, throw and punch like
a girl.
It was the most watched video in
P&G history with 85 million views
globally, and purchase intent among
teens rose from 40 to 60%.

52. – Us
“Questions?”

53. THANKS
DownloadToday’s Presentation From
www.firstchair.ski
www.firstchair.ski
#firstchairdotski
www.domains.ski
www.screamagency.com
www.name.com
www.nativerank.com
Free Five Day .SKI Registration From name.com at
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