Simplifying Marketing Best Practices

On a daily basis, I help clients and prospective customers leverage the FLIMP Platform for their marketing efforts. One of the questions I’m most frequently asked is “how can I optimize my flimp rich media landing page?”
The neatest thing about the FLIMP Platform is that it is very easy to create compelling landing pages that retain the look and feel of our clients varied brand identities. In our daily education webinar, we’ll often note that “the design of your flimp is left only to your imagination.” An ideal flimp consists of audiovisual content, direct calls to action (such a Learn More or Contact Us), some body copy (ideally brief but easy to understand), and branding. Pretty simple, huh?
While we can provide guidance as to what works based on the analytical data of hundreds of flimp campaigns, sometimes it is nice to have industry validation. An article published today in Target Marketing focused on how marketer’s need to enhance their “post-click” marketing efforts.  A flimp certainly serves as a “post-click” tactic.
Before I launch into the three elements of a “post-click” marketing campaign, please consider this statistic from Target Marketing:  the average conversion rate of a B2B marketing campaign is less than 5 percent. What qualifies as a conversion? When the prospect either signs up for a lead, downloads a white paper or pursues another call to action.
This means that the other 95 percent of a campaign (and a campaign’s marketing dollars) are completely unquantified.
A landing page is one way you can reign in some more conversions.  While the Target Marketing article looked at landing pages used solely in keyword campaigns, I think these suggestions are equally applicable to email programs and social media outreach too.
Astute marketers are improving their campaign’s conversion rate by focusing on the following:

  1. Creating dedicated landing pages.
  2. Incorporating direct calls to action.
  3. Having a strategic follow-up.

Thanks Target Marketing! The Flimp team couldn’t have said it better.
What’s the value of a dedicated landing page? It provides a way to engage the prospect with information that they were expecting.  A great email or keyword ad can serve as the hook, but if you’re just sending someone to your home page or a non-relevant web page, you may lose them.  Why?  Mainly because people are short on time and they want to know what they need to know now.  Unless they are really passionate about your product or service, they won’t take the time to search and learn more.
Incorporating direct calls to action should be a non-brainer. If you’re taking the time to develop a landing page, you should be steering the prospect to engage with the content you want them to engage with.  Make it easy.  Remember when breadcrumbs used to be added to web pages (so a visitor had a clear path to return to the page they came from)?  Consider using a breadcrumb methodology to direct your prospect.  Don’t over complicate it by telling them everything.  Bits and pieces of your story are far more compelling.
Landing page – check. Direct calls to action – check.  Complete the cycle with some strategic follow-up.  Again – this is a great feature of the FLIMP Platform – the analytical reporting tells you exactly what is working and, if your flimp was distributed via email, who is engaging.  You don’t need to do anything to launch the analytics either . . . other than to distribute your flimp.
In today’s world of limited budgets, shortened cycles and the quest for immediate results, don’t hinder your marketing efforts by making avoidable missteps.
We’ve written a lot about landing pages lately. If you want to see an example of a recent flimp in action, please view this invite from the United way of Massachusetts Bay.  This landing page generated nearly a 75 percent engagement rate.  That’s a strong performance for a worthy cause.

United Way

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