Landing Page Best Practices to Incorporate Now

Landing Page Best Practices to Incorporate Now

Now, more than ever, it’s important to have informative, engaging content. Here are 8 landing page best practices to incorporate now.

Your Landing Page Matters

We’ve all been there: clicked an ad because we were genuinely interested in the content it led to, only to find we didn’t get the information we were looking for or the page was too difficult to navigate on our mobile device. Sound familiar?

According to Forrester Research, 81% of respondents find industry-specific content valuable, and 49% of technology buying decision makers rely on content developed by industry analysts/experts to make buying decisions. (But that could apply to any industry vertical.)

So how do you know if your landing page is a true MVP? According to Forbes, the 6 characteristics of great content are: it provides value, engages, boosts clout, demonstrates passion, and strengthens relationships.

Here are a 8 practical tips and best practices to make your landing page fresh, engaging, and up-to-par:

1. Your Landing Page Should Be Aligned With Your Goal

Oftentimes, we are asked to write ad content for landing pages to drive conversations – whether it be a download or a sign up. When we look at the landing page, the desired action is buried somewhere. Make sure your landing page delivers what the ad promised. If you can’t write/design it yourself you can check this out to see how you can be assisted to make sure your landing page looks the best it can do.

2. KISS: Keep it Simple, Silly!

Like my Geometry teacher used to say – keep it simple, and don’t overcomplicate it. Keep your forms simple. Keep your writing simple (don’t overcomplicate it). Write like a human, not a robot. Keep the layout simple: strong headlines, compelling sub headline that supports your products benefits, use large pictures of people actually using your product (and caption it), and break up copy into sections. In case you are unsure about where to begin or what to choose, contacting a web designer near you would be beneficial. For example, if you are looking for a web designers in melbourneor nearby areas, you could consider reaching out to Cultivate Digital, which can help you build a website tailored to your needs.

3. Leverage Case Studies, Social Proof, and Testimonials

Testimonials and successful case studies are powerful tools for building trust and credibility as well as increasing website conversions. 92% of customers read online reviews before buying (Big Commerce). 72% of consumers say positive testimonials and reviews increase their trust in a business (Big Commerce).

4. Make Sure Your Landing Page is Mobile Friendly

Make sure your site is optimized for mobile devices on the tech side in addition to cutting unnecessary filler text that would make scrolling tedious. 81% of mobile researchers are driven by the speed and convenience of the site, and 73% of mobile searches trigger additional action or conversion according to Adobe, yet only 50% of landing pages are optimized for mobile devices. (Truelist) Be better than that.

5. Make Sure Your CTA Works

Test, test, and test again to make sure your desired CTA works on all devices. Add a nice “thank you page” to show your appreciation to the consumer.

6. Make Sure Your Landing Page is GDPR and CCPA Compliant

‘Nuff said.

7. Make Sure Your Landing Pages are SEO Compliant

Whether you use your own marketing team for this, or hire a local bolton seo professional (if that is where you live), incorporating SEO strategies to your website and blog pages can help increase visibility of the same in various search engines and hence, boost the traffic coming to your website. These strategies can include: a Unique URL, a relevant Title, a Header Tag, a Meta Description (which is what Google populates under your search result), titling your images and image files, and backlinking. This Wordstream article gives a great breakdown. The importance of SEO in obtaining traction for your website cannot be overstated. As a result, it is critical that you understand how to use SEO tools. If you aren’t tech savvy, you could hire an seo agency to design your landing pages in order to make it search engine friendly.

8. Don’t Limit Your Landing Page

More landing pages means more conversions. According to Hubspot, companies with 10 to 15 landing pages increase leads by 55%. Companies with 40 or more landing pages get 12X more leads than those with five or less. And long form landing pages can generate up to 220% more leads according to Marketing Experiments.

Follow these landing page best practices and you’ll see engagement soar in no time!

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This Week: March 27th-April 3rd

This Week: March 27th-April 3rd

Happy Friday, Bidtellectuals! We are going to try something different – a weekly update on the industry since it’s ever-evolving. 

First things first, Sales Director DJ Virtue offers messaging suggestions for brands in this new climate.  Bidtellectuals share their favorite recipes and I offer some advice to work from home.  Oh, and did you see Midwest Director of Sales Janelle Watanabe made the Chicago Tribune for her block party workouts with neighbors? What an inspiration.

This week, a record 6.6 Million Americans sought unemployment benefits (WSJ). Roughly four billion people – half of humanity – have been ordered to stay home Friday (NYT).  Between the weeks of 3/12 to 3/19, Verizon saw web and internet traffic climb 20% (CNET). Still, according to IAB, digital ad spend is down 33% and traditional media is down 39%.

In good news, sweatpants have now been declared a major fashion trend according to WWD, as sales surge. “Will I Ever Wear Pants Again?” asks The Cut. Maybe not, but here’s inspiration for “Zoom Ready Tops” from Vogue so you can look fabulous on top but comfy on the bottom (no one has to know). For some culture, SXSW announced that its entire 2020 film lineup will stream for free on Amazon Prime Video, according to AdWeek, and here’s a list of 13 uplifting documentaries coming to Netflix from the New York Times

The State of the Industry:

  • Digital ad spend is down 33% and traditional media is down 39% (IAB)
  • 24% of buy-side decision makers paused advertising spend while 46% adjusted it for the remainder of Q1 and Q2 (IAB)
  • Adjusting for the new COVID-19 impact, eMarketer expects US total media ad spending to increase by 8.7% in 2020, and US digital ad spending to rise by 16.7% over the same period. (eMarketer)
  • The majority (63%) of advertisers have already changed the messages they are touting in-market (IAB): 
    • Mission-based marketing (+42%)
    • Cause-related marketing (+41%) 
  • More than a third (35%) of advertisers are adjusting their in-market tactics (IAB):
    • Audience targeting (+38%)
    • OTT / CTV device targeting (+35%) 

Investment Shifts Across Verticals:

  • Verticals Seeing an Increase in Ad Spend (PubMatic):
    • News: 52% Increase
    • Hobbies & Interests: 31% Increase
    • Technology & Computing: 14% Increase 
  • Verticals Seeing a Decrease in Ad Spend (PubMatic): 
    • Political Ad Spending: 72% Decrease
    • Travel: 65% Decrease
    • Sports: 40% Decrease 
  • 83% of respondents within the travel and transportation industry have either freezed hiring or laid off employees.  (Candor
  • 77% of respondents within the retail industry have either freezed hiring or laid off employees  (Candor
  • Forrester has a webinar The Impact of COVID-19 on Financial Services on April 7th. 

Publishers Feel the Burn of Coronavirus Blocking:

  • “As the coronavirus pandemic continues to dominate news cycles the world over, advertisers have been quick to add terms related to the virus to their keyword blocklists to avoid any potential brand safety fallout from appearing adjacent to grisly articles. But entire news-site homepages are also inadvertently being blocked as a result — which is even interfering with inventory that was directly sold by publishers’ internal sales teams.” (Digiday)
  • “New data reveals how a major company’s COVID-19 ad keyword blocking starves the news media during a global pandemic.” High Block Rates have been reported across news sites like Business Insider and Buzzfeed News; reporting by Integral Ad Science saw 36% block rate in March on the New York Times; The Guardian saw 50% total block rate on their site in March. (Buzzfeed

Don’t feel like reading? Watch here:

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Bidtellectuals Share 10 Recipes to Brighten Your Day

Bidtellectuals Share 10 Recipes to Brighten Your Day

In these uncertain times, social distancing and self-isolation have become the new normal. If you’re healthy, you need to stay that way – now more than ever. Bidtellectuals share some favorite recipes to get you through the week – that will bring a little love to your belly and hopefully a smile to your face.

Chocolate Chip Banana Bread – Vegan!

Thanks to: Charlotte Otremba, Sr. Manager Marketing and Communications

“This is my favorite banana bread recipe. If you don’t have apple sauce, you can sub peanut butter (which I kind of like better anyway), and I add shredded coconut for extra flavor. Perfect for breakfast, snack or dessert – with a little vegan butter spread :)”

One-bowl Dark Chocolate Banana Bread

by Sadia Badiei, Registered Dietitian, PickUpLimes.com

Smoky Mac ‘n Cheese

Thanks to: Janelle Watanabe, Sales Director, Midwest

“I made this last night!”

Smoky Mac ‘n Cheese

by Muir Glen at AllRecipes.com

Chicken Chili in CrockPot

Thanks to: Lane Johnson, Regional Director of Sales, Central

Ingredients: 

  • 3 Frozen Chicken Breasts
  • 1 16oz Jar of Salsa, preferably On The Border
  • Garlic Powder, Cumin, Salt, Pepper to taste
  • 1 Can Mexicorn
  • 1 Can Black Beans
  • 1 Can Rotel
  • Shredded Cheese
  • Tortilla Chips

Steps: 

  1. Layer Frozen Chicken Breasts with Jar of Salsa. Add Garlic Powder, Cumin, Salt, Pepper to taste
  2. Cook on Low for 5 hours
  3. Pull apart / shred chicken in CrockPot
  4. Add Mexicorn (drained), Black Beans (drained), and Rotel
  5. Stir and continue cooking on Low for another hour
  6. To serve: Using crushed tortilla chips as a base layer, add Chicken Chili and finish with Shredded Cheese

Bon Appétit!

2 Ingredient CrockPot Pork Chops 

Thanks to: Tim Chidsey, Automation Engineer

Crock pot + Packet of Hidden Valley ranch dressing + Pork chops.

Cook on low for 8 hours or on high for 5 hours.

That was easy!

“My Go-To Roast Chicken”

Thanks to: Rachel Porras, Sales Director, Midwest

Whole Roasted Chicken with Potatoes and Leeks

Recipe by: The Giadzy Kitchen

“Grandma’s Easy Chicken Enchiladas!”

Thanks to: Terah Bocchi, SVP, Sales

“There is no official recipe for this as my grandma and mom have been making this since we were kids! I only know how to eyeball the measurements so here it goes! It was one of my favorites and now my kids beg for it every week! It is so easy!”

Ingredients:

  • 4  cooked/shredded chicken breasts (or cheat and grab a whole roast chicken already cooked and shred)
  • Corn tortillas – bag of 24
  • 16 oz sour cream
  • 2 10 oz cans of cream of chicken soup
  • 1 8 oz Bag of Mexican Cheese Blend
  • 1 4 oz can of diced green chilies

Steps:

  1. Preheat oven to 350°F
  2. Get a out a rectangular baking pan
    Shred the cooked chicken breasts or whole roast chicken (I prefer a whole roast chicken already done from the store…no work!).
  3. In a bowl mix together, sour cream, cream of chicken and chilies.
  4. Warm the corn tortillas in the microwave so they easily roll
  5. In a corn tortilla put about 3tbsp of chicken and 1tbsp of cheese, roll up and place in a baking pan, repeat till pan full.
  6. Top with bowl mix and sprinkle cheese across top
  7. Cover with tin foil and bake for 45min
  8. Eat with salsa, guacamole and some chips!

Lemon Garlic Baked Drumsticks

Thanks to: Lisa Friedman, Sales Director, Northeast

“After a quick marinade, these drumsticks bake in the oven in no time and stay extremely tender and juicy. The high heat helps the skin get nice and crispy for a perfectly baked drumstick!

Easy Lemon Garlic Baked Drumsticks

by Makinze Gore at Delish.com

Joanna Gaines’s Bacon Bottom Chicken

Thanks to: Kendra Wilson, Sales Director, Central

“This is from Joanna Gaines’s Magnolia Cookbook, but luckily someone put it online here!”

Baked chicken with bacon bottom & wild rice

by Joanna Gaines, Magnolia Table, A Collection of Recipes for Gathering

 

“The cookie recipe you didn’t know you needed!”

Thanks to: Katie Broussard, Sales Strategist

“Think a brownie and chocolate chip cookie combo.” – Yum!

 

Ingredients:

  • 1 box – Marble Cake Mix (Can’t find? Yellow cake mix will work and Cocoa Powder)
  • 1 egg
  • 1/3 Cup Oil
  • 3 tbsp water
  • 1 Cup Chocolate Chips

Steps:

Mix together the cake mix (without the packet of cocoa if you are using the marble mix) and the rest of the ingredients. Scoop 1/3 of the mixture into a small side bowl, add 1 tbsp water and the chocolate packet (or 2 tbsp of cocoa powder if you are using just a plain box of yellow cake mix). Once the cocoa is combined, add it back to the main dough, stirring 8-10 times to gentlly combine creating a marbled appearance.

Bake at 350 for 9 – 10 minutes

Easy Lemon Bundt Cake

Thanks to: Missy Steiner, VP of Marketing

This Easy Lemon Bundt Cake Recipe is light, moist and full of fresh lemon flavor. It’s topped with a homemade lemon glaze to make this a perfect dessert for spring!”

Easy Lemon Bundt Cake Recipe

by Michelle Verkade, A Latte Food

 

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Subscribe to our monthly Bidtellectual newsletter!


 

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Shifting With the Times and How Brands Can Help

Shifting With the Times and How Brands Can Help

People worldwide are caring for loved ones, experiencing financial distress and making sure their families are safe and provided for. Corporations have transitioned their workforces to the homes and apartments of millions across the globe. At the same time, marketers are tasked with ensuring the future health of their business. When thinking about brand messaging, there’s a fine line between engaging consciously and pushing an agenda. The answer isn’t to ignore the problem, but work within this new world.

The Realities of the Current Media Landscape:

Traditional advertising channels that brands normally use to engage simply won’t reap the same reach and results due to current events. OOH is challenged with a stay at home mandates and major live TV events are being canceled globally. As millions are getting used to this new reality within their homes and apartments, digital and internet-connected devices have become the farthest-reaching and most consistent avenues for reach. Online meetings are becoming more common. Corporates are using Event Software to host live dealer meetings and other collaborations. Technology and connectivity have gained new momentum in business sectors.

In the wake of 2020, all ventures, new or old, have begun to develop websites for the purpose of marketing and driving sales. Since everyone is mostly at home, online sales have become much more popular than in-store sales. Web design companies that can provide help with branding and website creation, such as this web design Cardiff company, can also be seen gaining more popularity as compared to previous years.

Looking at the digital advertising industry holistically, we see two key changes happening:

(1) A surge in traffic due to increased internet usage, creating more overall digital ad supply.

(2) A decrease in ad buying demand as travel, entertainment, sports, airline, hotels, hospitality, and tourism digital spending seemingly grinds to a halt.

Major Internet service providers like Verizon are reporting huge spikes in device and internet usage thanks to home office work and social isolation. Between the weeks of 3/12 to 3/19, Verizon saw web and internet traffic climb 20%, streaming services increase 12%, and online gaming skyrocket 75%, while social media usage didn’t change compared with the prior week. (CNET).

As more inventory becomes available and fewer brands are competing to drive prices up, this creates a unique price efficiency situation within digital and programmatic ad buying channels. Bidtellect ran an analysis of the publisher inventory accessed and bought across 30+ SSPs:

From February 2020 to March 2020 alone, we’ve seen a 9.59% decrease in average impression cost. When Comparing March figures to January, that decrease jumps further to 17.1%.

Looking back at 2019 was a different story, where we saw a 15.79% increase from February to March.

Comparing March 2019 to March 2020 we see a 10.6% decrease in impression costs.

Meanwhile, comparing February 2019 to February 2020 we saw a 40.35% increase in impression costs, which can be attributed to overall increases in demand for programmatic media and shifts from 2nd price to 1st price auctions.

This means: While seasonal and monthly trends usually play a role here, there is certainly an uncharacteristic drop in cost when looking at February to March MoM & YoY – most logically due to an influx of total impressions and decrease in total demand. While digital ad investments will certainly go further today, how do marketers go about messaging in an ethical, brand-safe, and impactful way?

How Your Messaging Can Weather the Storm

How do marketers go about messaging in an ethical, brand-safe, and impactful way? There’s a fine line between engaging consciously and coming off as insensitive or product pushing.

(1) Think of Your Employees & Brand Advocates First
Is your brand currently helping its employees through tough situations (Kohls), helping schools (Zoom) or citizens nation-wide (AT&T/Comcast)? People today view brands as living, breathing entities, so sharing earned or owned content that demonstrates how they’re doing their part to support, inspire & help can go a long way towards building brand equity.

(2) Create Valuable Content
The internet is oversaturated with COVID-19 messaging. People are actively looking for positive and helpful content to consume and share. Can your financial product save people money to support their families? Can your B2B solution provide efficiencies for companies that are hurting right now? Can your business operate virtually since you may also have to adopt a hybrid or work-from-home work model? You can provide your employees with quality internet connection at home or reimburse them to set up the best satellite internet to ensure work doesn’t get hampered and the company keeps operating efficiently. Moreover, distribute effective and timely digital content across Native formats to maintain your client base while generating more leads online. Not to forget, OLV and CTV are excellent avenues to drive engagement with helpful video content.

(3) Refresh Your Creative
Ensure the tone of creative messaging and imagery is one of empathy. Are you taking into account the thoughts and struggles of the everyday American? Can you succinctly communicate how you can help them or provide value during this uncertain time?

(4) Brand Safety
Ensure brand safe and contextually relevant publisher environments. Companies like LightTag offer text annotation tools for natural language processing technology that tend to have the semantic intelligence at the page URL level to understand and block undesirable contextual environments. Remember not to go too far in blocking. Almost every news site is reporting on coronavirus right now.

(5) Plan for the Future and a World Beyond COVID-19
While the health and economic impacts on individuals in countries across the world cannot be downplayed, one thing is certain: this too shall pass. eMarketer is “cautiously optimistic” in their latest COVID-19 forecast that a potential global economic downturn could also be short-lived, mitigating negative impacts on the worldwide ad market on a full-year basis.

BOTTOM LINE: The brands that will make the greatest impact and weather the storm are those that can get positive, educational, and valuable content in front of people. Content that will educate them on how they can improve their current and foreseeable financial situation, provide stability for their families, improve their business- and professional lives, positively enhance their health and mental state, and empower them to excel in these uncertain times.

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Tips to Work from Home Effectively

Tips to Work from Home Effectively

As the world settles into a new uncertain existence, many are now working from home (or working from “quarantine”). A new normal, yes, but infinitely luckier than the thousands who face unemployment due to business closures. This piece is for those lucky enough to still work even from home, eager to maintain productivity, meet their professional goals, and maintain a semblance of normalcy. For the time being we all have to do without the managed print services we have got used to in the office. Instead, you will have to make do with convincing the children that your report is more worthy of the remaining ink than their English assignment. Thanks to fellow Bidtellectuals, below are tips to “work from home” effectively from wherever your new isolated office space is.

1. Keep a Regular Schedule

While it’s easy to wake up when you want, saunter over to your laptop, start work in your pajamas and never take them off – it could also mean you never really “turn off” your day if you never actually signal its beginning. Work to get up at the same time every day, put on work clothes (there are varying opinions on this, but most people agree that doing so signals “work time” and helps motivation, not to mention video conference meetings), sit at your work desk, which you may have purchased from a store like office monster specifically for your home office, and keep your regular work schedule, including meetings, check-ins, and lunch breaks. Schedule in time for a walk or break if you are able to get outside for some fresh air, or a home workout video to get your body moving. At the end of the day, close all screens and perhaps light a candle or put on some music to signal the end of your day. Many in quarantine in China mentioned the difficulty of never “turning off” since you can technically continue working if everything is there, but your brain needs a reset to maintain productivity in the long run.

2. Keep Your Cool

Offices are usually both centrally heated and air conditioned, helping you to stay warm and cool when you’re trying to work. Unless you have a boss who sets the thermostat at stupid temperatures, you probably don’t really notice the temperature in the office that much because it’s meant to be comfortable. Working from home, on the other hand, is a little different.

In all likelihood, you don’t keep your heating on at home all day. This is going to create periods where you get cold and you can’t concentrate on your work because you’re shivering so much. Additionally, you might get too hot in the summer when the house suddenly becomes an oven, and you find that you’re sweating over the heat more than that stressful email you just got sent.

So, if working from home is going to be permanent for you, you’re going to need to sort out the temperature. Having the heating on all day is expensive, so invest in some good loft insulation to keep the house warmer for longer. Additionally, if you don’t have air conditioning for the summer, take a look at this Packaged HVAC Equipment and get an HVAC system installed. This will help to cool both you and your overheating computer down when the mercury hits the 30’s.

3. The Car is a Great Place to Make Call

Live with a partner? Roommates? Young children? Bidtellectuals recommend finding a quiet space right in your driveway – your car. A new space could refresh the mind, provide some new views of the outdoors, and it also encourages focus during conversations free from interruptions or distractions. Other recommendations included a tree house (really!) or if you’re in a city apartment, try your bathroom or bedroom. Why not! Take a fresh and open approach to meeting and working in general – it will make it a lot easier than beating yourself up or making it all a drag.

And while we’re at it about being positive about working from home, be positive in all communication in general. As CTO Mike Conway says: “I like succinct and clear messages, but I know that the less face time I have with people, the less they know how to interpret my tone in writing. When you work remotely full-time, you must be positive, to the point where it may feel like you’re being overly positive. Otherwise, you risk sounding like a jerk. It’s unfortunate, but true. So embrace the exclamation point! Find your favorite emoji :D.”

4. Set Space Boundaries

This was a great tip from the New York Times. Make sure you create a designated office “space” in your home or apartment. If you have a home office, spruce it up (even if it’s just a quick clean) and ensure your WiFI is up-to-speed and all video conferencing capabilities are ready. If you and your partner share a home office, determine if you’ll be sharing it at all hours, what to do if the other has a call, or if you want to create a separate space for each of you. If you don’t have an office, it’s especially important to designate a desk or workspace in your home. Keep your laptop there, make sure it’s clean, and it will signal “work” time for your brain. You could also add some wall pieces to the space like a painting or a personalized Neon Sign that could keep you motivated. Maybe a quote or a symbol to cheer you up might work! Similarly, when you take a break, try to find a new space in your home. Consistency is key. If you have been experiencing problems with your home’s electricity and wiring, now might be a good time to call out electricians to fix it, since you’ll be working there and will rely on your power outlets for all the technology you’ll be using, like computers, phones, routers, and so on. Check here for more info about the services that electricians can offer that will help you out as you transition to working from home.

5. Plan Breaks and Virtual “Happy Hours”

Virtual one-on-one lunch? Virtual group happy hour? These are the new normal and YES you should schedule them! Social isolation during the coronavirus outbreak (and working from home in general) can cause a dip in mood if you don’t combat it. Actively schedule breaks or social time like you would a work commitment. Use Zoom, Google Hangouts, or FaceTime (or Skype or any other free video conferencing tool) to catch up. Maybe dress up a little or put on some music to make it fun. Who says pouring a happy hour cocktail (or mocktail!) at home has to be boring? Check out this piece in the New York Times on how to throw a successful virtual happy hour. One key takeaway: too many people makes it tough to hear – now is the time for fun intimate catch ups!

6. Plan Cultural “Outings” Once a Week to the MET or Buckingham Palace

Craving some time outside? Or a taste of life before quarantine? Theaters, operas, and museums may be closed, but many are offering virtual tours or streaming. Tour Buckingham Palace in London, the Frick Museum in New York City, or the Frida Kahlo Museum in Mexico City. This piece in House Beautiful offers a list of wonderful homes and museums to virtually tour. The Metropolitan Opera will begin streaming encore presentations from their award-winning Live in HD series on the company website for the duration of their closure. All “Nightly Met Opera Streams” will begin at 7:30 p.m. and will remain available via the homepage for 20 hours. Read more here on Gothamist.

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

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