Marketing campaigns need more than just clicks to succeed.

While well-targeted audience segments, cost-efficient ads and effective CTAs might drive substantial traffic, a landing page is what persuades potential customers to continue their journey with your business, whether to request further information or purchase.

Effective landing pages can significantly impact the success of campaigns, but less-seasoned marketers often make common design mistakes that hinder user experience and, as a result, conversion rates. Ultimate campaign success means avoiding these pitfalls and being mindful of the basic best practices of landing page design.

I run a company that offers a programmatic advertising platform called Presspool.ai. We observe many varieties of landing pages connected to the campaigns running through our network. This gives our team a unique bird's-eye view of what's working well for our clients and what isn't — in real-time.

Based on our experience, how would I advise marketers today to best ensure their landing pages are optimized to turn clicks into conversions? To answer this question, let's delve briefly into the basic principles of great landing page content and design.

Here are seven core principles of effective landing pages, with some examples.

1. Clear and compelling headlines

Relevance: The headline should immediately communicate the offer or solution promised in an ad, ensuring relevance to the audience's expectations.

Simplicity: Keep the headline concise and to the point, ensuring it's easy to understand.

Example: "Boost Your ROI with Our AI-Powered Marketing Platform"

2. Strong, concise subheadlines

Supportive: Expand on the headline, providing a more detailed explanation of the offer or benefit.

Differentiation: Highlight what makes your offer unique compared to competitors.

Example: "Our platform helps marketers reach their target audience with pinpoint precision using advanced AI algorithms."

3. Persuasive copy

Benefits-Focused: Emphasize the benefits of product or service offers—don't just list its features.

Social Proof: Include testimonials and reviews that reinforce stated benefits.

Urgency: Impart a sense of urgency with offers that have an expiration date.

Example: "Join 5,000+ satisfied marketers who have seen a 30% increase in conversions with our platform."

4. Effective calls-to-action (CTAs)

Action-Oriented: Use action verbs like "Get," "Download," or "Start" to prompt immediate action.

Color Contrast: Ensure the CTA button pops out by use of contrasting colors.

Clear Instructions: Clearly communicate what will happen when the user clicks.

Example: "Start Your Free 14-Day Trial"

5. Visual hierarchy and design

White Space: Use sufficient white space to prevent information overload and guide the user's eye.

Visual Cues: Use arrows or lines to steer attention to the CTA.

Mobile-Friendly: Ensure the landing page is responsive and offers an optimal experience on mobile devices.

6. Engaging visuals

Images and Videos: Use high-quality images and explainer videos that reinforce the message and benefits.

Consistency: Align visuals with the overall brand aesthetic and the message conveyed in the ad.

Example: Include a video demo of the product to showcase its features and benefits.

7. Optimized form fields

Simplicity: Limit form fields to only the essential information required.

Ease of Use: Make sure forms are easy to fill out and functional across devices.

Privacy Assurance: Reassure users that their data will be secure and not misused.

Example: "We respect your privacy. Your data will never be shared."

The importance of alignment and continuity
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Message Match — Ensure that the messaging on the landing page matches the content and promises made in the ad. For example, if the ad promotes a free ebook, the landing page should reinforce that promise and immediately present the download form.

Visual Continuity — Whenever possible, maintain visual consistency between the ad and the landing page, including colors, fonts and images. This ensures a seamless experience that reassures visitors they're in the right place.

Leveraging analytics and testing

A/B Testing — Test different headlines, CTAs, images and copy variations to see which combinations yield the most favorable results. Use heatmaps to understand where users are clicking and refine the design accordingly.

Performance Metrics — Track key performance indicators (KPIs), including bounce rate, time on page and conversions, to assess landing page effectiveness. Utilize a tool such as Google Analytics to closely monitor customer engagement steps in the sales funnel.

Clicks to conversions

Just to reiterate, it's not enough for marketing campaigns to drive clicks effectively.

Focusing on clarity, consistency and user experience can help you craft effective landing pages that turn clicks into customers. A well-crafted landing page must ensure that the momentum in the sales funnel continues by persuading potential customers to take the next step with your business.

By following these basic principles of great landing page content and design, you can create a seamless, compelling experience that turns clicks into conversions.

Align your landing pages with your marketing goals, ensure continuity in messaging and visuals and use data to optimize the customer journey for maximum impact. The result will be a marketing funnel that attracts traffic and turns visitors into loyal customers.



Source: https://www.entrepreneur.com
​Image Credit: Ron Hoekstra/Pixabay

A​s I always say, marketing isn't for beginners. It's like a wild creature that only experienced pros can handle. Just imagine how many aspects marketing involves — research, strategic planning, design, events, social media and public relations. At every step, marketing throws challenges at enthusiasts and businesses that need creative solutions and quick thinking.

According to recent research, almost 68% of companies employ marketing technology tools, too few have a strategy for them. More successful startups invest more than 25% of their marketing budget in marketing technology. Experiential marketing is seen as an effective tactic by 58% of marketers that use it nowadays.

To make marketing profitable for a company, you need to establish solid business processes. These processes cover sales, advertising and audience interaction. It's within these processes that the challenges mentioned earlier appear. Based on my professional experience, I have come up with the most common challenges you, as a marketing enthusiast, might face.

Challenge #1. Keeping up with changing consumer behavior

Consumer behavior is influenced by various factors, including market trends, customer engagement strategies, evolving consumer needs, technological advancements, effective communication, and analytical skills. It changes every day, and it keeps transforming even while you are reading this. For instance, market trends play a crucial role in shaping consumer behavior. When there is a shift towards sustainable products, consumers tend to prefer eco-friendly options over traditional ones.

How to overcome this: To tackle the challenge of adapting to changing consumer behavior, businesses should prioritize staying informed about market trends and preferences through ongoing research and data analysis. Flexibility is crucial for swiftly adjusting product offerings, marketing strategies, and customer engagement tactics to match evolving trends. Do not be afraid to use technology, like AI-powered analytics, to aid in understanding consumer behavior, while investing in strong customer relationships builds loyalty.

Challenge #2. Creating catchy and engaging content

Creating engaging and catchy content has always posed a challenge for marketing enthusiasts. Why? Because content is live, and to catch up with that, you need to be online. Understanding the types of content that resonate with the target audience, fostering creativity, and developing effective content strategies are essential for overcoming this hurdle. Yes, it is hard, but so achievable.

How to overcome this: To face the challenge, diversify your content formats — try blog posts, videos, and social media posts. Let your imagination work. Experiment with new formats like videos and AI-generated elements, and embrace challenges and viral trends that align with your brand. Tapping into the creative potential within your team can craft compelling narratives that directly address your customers' needs and interests, ultimately driving engagement and brand loyalty. Collaboration with the young generation of bloggers and content creators may be another way to overcome this challenge.

Challenge #3. Measuring ROI

Time to talk about money. Measuring return on investment (ROI) remains a big headache for marketers. When should you check ROI when dealing with marketing? Always.

By analyzing each campaign's ROI, companies can make informed decisions about where to focus their resources and budget. Long story short, measuring ROI helps marketers continually refine their strategies and improve the efficiency of their marketing efforts.

How to overcome it: Use powerful marketing analytics tools to effectively track and analyze key performance indicators. Set clear goals for each campaign to simplify ROI evaluation. Monitor campaign performance, adjusting strategies as needed for better results. Invest in ongoing training to improve analytical skills within your marketing team.

Challenge #4. Dealing with budgets

Money talks, especially when it comes to marketing. I believe many marketing managers are afraid of wasting budgets without getting precise results. Is that a reasonable fear? I believe so. Managers might have problems prioritizing activities that yield the highest return on investment within the allocated budget. The good thing is that it is just a matter of practice. I am sure you will understand how things work after your first wasted marketing budget.

How to overcome: Set clear goals and objectives for your marketing activities. Then, carefully allocate your budget based on what you believe will deliver the best results. Monitor your spending closely and analyze the performance of each activity against your goals. Be ready to adjust your strategy and reallocate resources as needed to maximize your ROI. Learning from mistakes is part of the process, so don't be afraid to experiment and refine your approach over time.

Challenge #5. Staying ahead of the competition

Staying ahead in marketing is a daunting task. It's like swimming with sharks; you either become one or find a way to outsmart them. Marketing professionals must understand how to maintain or enhance their competitive advantages. In a crowded marketplace, anticipating market trends and shifting consumer preferences is crucial for gaining an edge. By staying informed about industry changes and consistently refining strategies to meet evolving customer needs, companies can establish themselves as leaders in their field.

How to overcome: Conduct thorough market research to understand your competitors and identify opportunities for differentiation. Develop unique selling propositions that resonate with your target audience and set your brand apart. Keep a close eye on market trends and consumer behavior, and be willing to adapt your strategies accordingly. Foster innovation within your team and encourage a culture of continuous learning and improvement.
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Based on my experience, innovations are essential for standing out among competitors. If you have the opportunity to develop your patented solution, go ahead—your competitors won't be able to catch up.



Source: https://www.entrepreneur.com
​Image Credit: Vicki Hamilton from Pixabay

No matter how gifted or driven you are, starting a business is hard, taxing work. In 2021, I left my 21-year career in finance and became a success coach, leadership consultant and author. I'd heard the statistic that 90% of all small businesses fail, but I thought starting my business would somehow be miraculously easy — it wasn't. Here are four things I've since learned.

1. Self-discipline is harder than you think

Owning a business means you're the boss. There are no assignments to turn in and no deadlines to meet. No one writes a performance review for you. However, this can be very difficult for some — and I had to learn this unexpected lesson the hard way.

I've always been highly organized and structured. For the last decade of my professional career, everything I did was scheduled and calendared in advance. Things were different when I struck out on my own. Conference calls and meetings weren't on a recurring cadence, and that caused big gaps in my calendar. At first, it was hard to get in a rhythm. I began noticing I wasn't leveraging my time well. I was sleeping in. If I said I'd check email for 10 minutes, it often turned into an hour. I realized I was allowing myself to become distracted throughout the day because my day wasn't full of all the same hard stops that had previously existed.

I begin setting a schedule for myself. The only way I was able to write two books in my first two years was by scheduling time to write. At the start of each week, I write down the week's most important priorities and set goals for myself. I list what actions I'll need to take to achieve those goals. I schedule them on my calendar. Then, I stick to it. This takes willpower, but if you don't do it, you'll find yourself wasting time.

What gets measured gets done, so I also set goals and KPIs for myself. It's easy to lose motivation when you're not graded against a scoreboard — so I created my own. I set goals for how many hours, pages or words I'd write each week. I set goals for how many people I'd respond to and how many prospective calls I'd make. When my books hit the market, I tracked sales, revenue and income. On social media platforms, I set some KPIs for my engagement rates. Figuring out what metrics you're going to watch is critical for success.

2. Pick the right clients and partners

Not everyone is going to be a fit for your services and products, and you're not going to be a fit for everyone else's needs, either. One mistake I made in my first year was taking on anyone who would have me as a client or a partner. I've since parted ways with my business coach, two vendors and two clients. People who suck your energy or drain your time with nonsense shouldn't be on your calendar.

In the case of my "fired" clients, they resisted all my suggestions and were hesitant to take my advice. I eventually realized neither of us was getting much from the relationship. It feels good to hold space on my calendar for only those who are aligned in their thinking and want to achieve great things. Initially, because I was just starting out, I was afraid to let go of the income. If someone was willing to pay me, I was willing to take their money. That isn't the case anymore. Great businesses only work with great clients.

When it comes to vendors, I now shop around. Early on, I hired the first coach, web designer and publishing team I found. Some of those decisions were mistakes. I've since decided to broaden my search process when hunting for the right vendor. I do my homework and ask for referrals. In other cases, I like to see examples of prior work. When vendors can't produce that (or seem annoyed that I'm even asking), I know I'm not dealing with the right partner.

3. It can get lonely sometimes; find ways to add human interaction into your day

Before going solo, I was always part of a team. During most of my career, I interacted with a few hundred people at work. That all changed when I became a private coach and consultant — suddenly, it was just me. When you're an employee, you're often constantly involved in conversations with others. When I went independent, there were several hours a day I wasn't. Right away, I felt a twinge of loneliness. I didn't have an endless reserve of people with whom I could share ideas.

I now make a point to schedule lunch with clients, prospective clients or colleagues a couple of times a week. I also have found great joy in sharing what I call "Transformation Tuesday" videos with my network and regularly engaging on a few social media platforms with like-minded people. When I'm sharing videos and articles on leadership or mindset, it puts me into conversations with others about things that are important to me. That helps me overcome these solitary feelings. If your job is primarily done solo and you're feeling a bit lonely, find ways to connect with others regularly.

4. Building a network of your peers is imperative

Initially, I was hesitant to meet other authors and coaches. To some degree, I saw them as competition. I've since had a complete change of heart. Last year, I was introduced to another coach who does exactly what I do. When we met, we'd both published our first books. Since then, we've written the forewords for each other's second books! It's been an honor and a joy to support each other like that. For my third book, I want to work with a publisher. I recently joined a group of authors, agents and publishers and went to one of their events. I couldn't believe the camaraderie and value I found there. I met other authors who are facing (but overcoming) the same challenges I face. I also met a plethora of agents and publishers who might help me. There's power in numbers. We are stronger together. Networking with others who are doing exactly what you're doing (and doing it well) can only help you, not hinder you.

I wish I'd known these four things on my first day as an entrepreneur, but I'm also grateful I know them now. Implementing them will only make you and your business stronger; I guarantee it.



Source: ​https://www.entrepreneur.com/
​Image Credit Sohag Hawlader from Pixabay

Starting a non-profit organization is a noble pursuit. It offers an opportunity to make a significant impact in your community or even globally by addressing pressing social, educational, or environmental issues.

Whether you are motivated by a specific cause or a general desire to improve the world, forming a non-profit can be the right path. However, setting up a non-profit involves more than just a strong desire to do good; it requires careful planning, adherence to legal guidelines, and a committed team who shares your vision. This guide will walk you through the essential steps to bring your non-profit vision to life, ensuring you start on a strong foundation.

1. Understand the Concept of Non-Profit

A non-profit organization is formed to advocate for a particular social cause. Unlike for-profit businesses that aim to maximize profits for their owners, non-profits focus on generating funds to pursue their missions. Understanding this fundamental difference is crucial as it influences all other aspects of planning and operating your organization. The success of a non-profit is not measured by its financial gains but by how effectively it achieves its goals and the impact it has on the community or the cause it supports.

2. Hire the Right People

To build a successful non-profit, it’s vital to have the right team. This includes hiring professionals who are not only skilled but also share a commitment to your mission. Particularly valuable are individuals who have pursued social entrepreneurship masters programs. Graduates from these programs bring a wealth of knowledge and skills, including board development, program evaluation, and effective marketing strategies. They are trained to handle the complexities of running a non-profit and can help diversify funding sources through innovative business models, making your organization more sustainable and impactful.

3. Develop a Clear Mission Statement

Your mission statement is the heart of your non-profit. It should clearly define what your organization is committed to doing and why. A good mission statement is concise, specific, and inspiring. It guides your activities and decisions and communicates to potential funders, volunteers, and the community what your organization stands for. Spend time refining this statement—it will serve as a foundational element in all your future work and communications, helping to ensure that every aspect of your organization aligns with its intended purpose.

4. Create a Business Plan

Even a non-profit needs a solid business plan. This document should outline your vision, mission, strategies, and specific objectives. It should detail how you plan to manage and sustain your organization financially, including potential revenue streams and funding opportunities. A business plan for a non-profit should also discuss the organizational structure, including roles and responsibilities of the founding team, operational strategies, and marketing approaches. Having a comprehensive business plan not only helps in keeping the organization focused and efficient but is also crucial when seeking funding from donors and grant-making bodies who want to see a clear, viable plan before they invest.

5. Obtain Necessary Licenses and Permits

Legal compliance is crucial for starting a non-profit. This step involves obtaining the necessary licenses and permits specific to your location and the type of activities your non-profit will engage in. Start by registering your non-profit with the appropriate state authorities to gain legal recognition. You’ll also need to apply for federal and state tax exemptions; this can be complex, so consider consulting with a legal expert specializing in non-profit law to ensure you meet all requirements. This legal groundwork not only legitimizes your organization but also protects you and your team from potential legal issues.

6. File for Tax-Exempt Status

Gaining tax-exempt status is a critical step for your non-profit, as it exempts your organization from federal income tax and can significantly enhance your ability to receive donations and grants. To file for tax-exempt status, you must complete and submit IRS Form 1023. The form requires detailed information about your organization’s structure, governance, and programs. This process can be intricate and requires accurate representation of your operations to avoid delays. Many non-profits seek assistance from tax professionals to navigate this process effectively. Once granted, tax-exempt status not only helps in fundraising but also lends credibility to your non-profit, reassuring donors that their contributions are tax-deductible.

7. Set Up a Board of Directors

Your board of directors will play a fundamental role in governing your non-profit. They are responsible for overseeing the organization’s operations and ensuring it stays true to its mission. When selecting board members, look for individuals who bring a variety of skills and perspectives but share a commitment to your mission. Ideal candidates include professionals with experience in business management, fundraising, law, or the specific field your non-profit operates in. Regular meetings should be held to discuss strategic directions, monitor financial stability, and evaluate organizational effectiveness. A strong, dedicated board is essential for the long-term success of your non-profit.

8. Fundraising Strategies

Fundraising is the lifeline of any non-profit. Developing effective fundraising strategies is essential to secure the necessary resources to carry out your mission. Start by exploring a variety of fundraising methods, such as grants, individual donations, events, and online campaigns. Building relationships with donors and understanding their interests and motivations are key. Personalized outreach and maintaining ongoing communication can foster long-term engagement and support. Additionally, transparency about how funds are used and the impact of contributions can help build trust and encourage further donations.

9. Marketing and Outreach

Marketing your non-profit is crucial to gain support, attract volunteers, and increase public awareness of your cause. Effective marketing strategies might include online marketing, social media campaigns, newsletters, and public events. Each of these channels can help tell your story and express the urgency of your mission to a broad audience. It’s important to maintain a consistent message and visual identity across all platforms to strengthen your brand recognition. Engaging storytelling that showcases real-life impact can resonate deeply with potential supporters, driving the growth and sustainability of your non-profit.

Conclusion

Starting a non-profit organization is a significant but rewarding challenge. It requires careful planning, a deep understanding of legal and financial obligations, and a committed team dedicated to a shared mission. By following the steps outlined—from understanding the fundamental principles of a non-profit to monitoring its impact—you can establish a strong foundation for your organization. Remember, the success of a non-profit is measured not by the profits it generates, but by the impact it has on lives and communities. With passion, dedication, and strategic planning, your non-profit can become a powerful agent of change, transforming your vision into tangible benefits for those you aim to serve. Embrace the journey and the opportunities it brings to make a lasting difference.



Source: https://www.finsmes.com
Image Credit: Kindel Media