Dynamic Landing Pages: What Are They & Why Do They Matter?

Dynamic Landing Pages

Image via Econsultancy

Relevancy matters a lot these days. If your branding, message, visuals, or offer isn’t relevant to your target audience, all of your hard-earned marketing dollars are going to waste! Keeping things 100% on point with your ideal customers is a process of trial-and-error, but with the right strategy going, you’ll be able to reach and communicate with new audiences effectively, all while using some really cool technology.

You’ve heard us talk about landing pages in the past (we’re big fans, to say the least), but dynamic landing pages are another journey entirely. With a mastery of them in place, you’ll be able to reach wider audiences with far less effort.

So, what are they?

In essence, a dynamic landing page is one that can be automatically updated to maintain relevancy between different groups or audiences. Due to the time, resource, and cost constraints associated with creating dozens (even hundreds) of specifically tailored landing pages, the cons can quickly outweigh the pros, but with dynamic landing pages in place, you can customize at scale. Pretty amazing, right?

Dynamic Landing Pages

Example from Unbounce

While they sound amazing all around, they might not be the right way to go for many businesses. In a recent Econsultancy article we enjoyed reading online, they break down some of the big benefits of dynamic landing pages, so you can figure out if they’re the right strategic move for you. According to the piece, there are 4 main reasons to consider them:

 

Relevancy to increase conversion rates

One of the main reasons to consider using dynamic landing pages is the potential to increase conversion rates. The idea is that – instead of arriving on a blanket landing page, based on a single campaign or set of keywords – the page will be customised to be even more relevant to the user’s individual needs. So, for example, if a user has searched for “dog walker” – a dynamic landing page would automatically change based on different factors such as the user’s location, e.g. “dog walkers in East London”.

What to optimise

Another benefit of dynamic landing pages is that multiple parts of the page can be optimised, not just a single element such as the headline. Of course, the headline is always an important starting point, with users naturally engaged by headlines that are succinct, self-explanatory, and in line with what they clicked on to get there.

Improving quality score

Landing page experience is one of the key components that affects Quality Score – i.e. Google’s way of rating the quality and relevance PPC campaigns. This, in turn, is what helps to determine cost per click. As a result, dynamic landing pages, which again, involves personalisation to make content more relevant, can indeed improve Quality Score. While this is not the main goal for most marketers, it is still something to note when considering setting up dynamic pages within a PPC campaign.

To enhance testing

As well as creating relevancy and higher conversion for significant campaigns, a big benefit of dynamic landing pages is that they allow marketers to execute a test and learn strategy. As well as customising elements based on search terms and location, for example, a dynamic campaign could also test things like discounts and special offers.

Read the full article about dynamic landing pages on the Econsultancy blog here >> 

Do you have any experience with dynamic landing pages? We’d love to hear your thoughts!

The 8 Top Digital Marketing Trends Set to Expire By 2018

marketing trends 2018

Internet users just don’t like long text forms. While 2017 has been great, digital marketing trends in 2018 will really complete revolutionization. Customer engagement will shift, we have greater insights to predictive marketing, content will change the way people want to consume, marketing automation and artificial intelligence have hit their stride.

We’re left with no choice but to ride the wave, therefore we must start to convert to multimedia formats and shorter text forms. Now we’re taking a recap of some of the elements of marketing trends that have, and continue to deteriorate in 2018.

Depending on Organic Reach

Facebook defines it as “how many people you can reach for free on Facebook by posting to your Page.”

Since the beginning of the year, everyone’s been talking about how organic reach is declining. Well, they’re not wrong, and it’s time to do something about it. It currently stands at an all-time low and won’t be rising. Unfortunately, your posts won’t reach the market you want unless you start sponsoring or “boosting” your posts like the rest of your competitors. You should also invite more people to like or follow your page. Growth hack to the max so your reach can be more natural.

Drilling Marketing Automation Into the Ground

Marketing automation (MA) is a platform which automates all marketing activities, purposely used to seek out software tools for growth purposes.

MA is a process that should never be abused, as it should only be used to help with internal activities and casually for external platforms. It’s common for content marketing, onboarding, promotions, and discounts, but all of these platforms can take an abusive turn when used across all platforms for one brand. It’s easy for this to turn into spam, so plan your marketing automation schedules carefully.

Publishing Long eBooks & Papers

We’re talking PDF files of 52 pages.

EBooks this long are useful for desktop usage, but not mobile formats. In the USA alone, around 89 hours a month are spent using mobile devices, and within this time, almost 50% of commuters use their mobile while on the journey to a workplace or place of education. Content curation should be visually presented, or in forms of surveys or quizzes.

Focusing on Okay Quality, High Quantity

When trying to bulk up for blog, so to speak – this isn’t a good idea!

This can take a toll on the quality of the writing. Some ideas drift and sense of the full plan starts to get complicated. The internet is full of content, so when a reader wants to find something they’re looking for, the one with the quality will win. It’s not about lengthy blog posts, as we just learned from the eBook style. Focus on one subject per post and ensure it will serve a purpose to the reader, such as education, guidance or supporting a recent campaign.

Using Only Email for Communications

With plenty of tools available, email marketing is simply the best for business growth.

However, instead of throwing a bunch of ads into the email and over complicating things, take a look at other automation tools that resonate with your brand and your audience. You may find it’s easier with integration platforms, as you can deliver different messages across boards and creative ads to each persona within your accounts.

Scheduling Drip Campaigns Without Substance

Drip campaigns are automated sets of emails that go out based on specific timelines or user actions – loads of potential to not personalize.

Depending on your contact list for designated audiences, size will vary, and lack of personalization can be recognized. Your content can’t always comply with your large base, and still expect to see a high engagement rate. Instead, you should select a target audience for a better personalization relevant to the demographics, online behavior and recent engagement level.

Setting Up Overly-Complex Algorithms

Your algorithms having complicated calculations will slow your process down. 68% of B2B marketers are employing both behavioral and demographic scoring which is an encouraging method. By using a simple scoring system based on your demographics and behavior, you are avoiding combinations of point values and eliminating negative point values.

Relying On a Text-Based SEO Strategy

Consumers nowadays want multimedia.

It’s not enough anymore to base your SEO around text, now people are after visually useful content and adaptations to hidden SEO channels within these are key. In fact, Google Lens will soon allow people to search with their phone cameras. Live up to expectations and go the extra mile to accommodate this, optimize all your photos, audio, and video for those to search.

Christmas is just around the corner, get these out while you can before the online shopping hits. Wishing you a prosperous 2018, from all of us at Oliver + Sons.

If you think we missed one or two or you think you saw something in your crystal ball – get in touch!

People Don’t Buy Products, They Buy Ways to Improve Themselves

We explore the marketing strategy made for Millennials

Over the past few months, you may have heard some chatter about how the Millennial generation (people born between the years 1977-1995) value experience over owning things. But just how much of this is true, and most importantly, how has this impacted the way we market goods?

With investment banking giant Goldman and Sachs stating earlier this year that Millennials haven’t inherited the spending habits of previous generations, we look at the way the marketing landscape has been changing up until now and what aspects you now need to prioritize to get those all important sales.

What does it mean to find the ‘why’ of my product and how can I connect to my audience?

To answer this, it’s best to begin with a case study. What better than Apple back in 2010 with the release of its first generation iPod and in 2011 with the release of the iPad. Both took the world by storm with an incredible marketing strategy – here we’ll explain the how and the why.

In early 2010, MP3 players were quite clearly dominating the product market. Steve Jobs had a hard task on his hands considering that Apple as a multi-million dollar company was just mere twinkling in his eyes, and his ‘iProducts’ were virtually unheard of in the tech world. To his advantage, however, he was completely conscious that his target audience would be obviously questioning, ‘What was so different about the iPod?’

What did he do? He became revolutionary. Rather than stating how users have ‘1GB of memory with every MP3’, he composed the infamous tagline:

Apple doesn’t just give you a temporal material product, it also makes you a happier person. They are selling a product which will greatly benefit and improve peoples’ lives as consumers.

Turning our attention to the tagline of the second generation iPad and we see a similar story:

Though focusing on the benefits for the consumer, Apple has encouraged people to excitedly imagine these additions and the accompanying new and improved impact on their lives. They have correctly identified and sold the why of their products.

Why does this copy style work so well?

Many studies state how positive encouragement has a great impact on our happiness levels. In working environments, it has been proven that employers with a higher level of empathy and care for their employees reap the rewards of high levels of engagement, positivity, and performance. Similarly, in a study of interview techniques, questions focussed on current trials and tribulations led to higher brain activity in the area related to negativity.

Contrarily, when asked about their dreams and aspirations, more activity was observed in the brain’s reward circuitry and in areas associated with happy memories and positive experiences. Understanding these results and placing them in the context of the relationship between a retailer and consumer and we uncover how Apple fashioned its USP.

Let’s imagine it. When you as a customer know that a company is listening to your needs, is an innovator themselves and is providing you with the potential to increase your happiness, the product has almost already sold itself. It appeals to us in every way. Through channeling these ideas in their marketing strategy, Apple was and still is, selling an emotional experience, which it is still capitalizing from in a momentous way.

Want to give it a go? We bring you our top 5 tips for making your customers fall in love with your business. After identifying the ‘why’ of your product, you must also:

1. Always listen to your customer.

This sounds like a rather obvious one, but it’s easily overlooked. You can monitor your customers’ all important feedback through customer service, interacting on social media, distributing surveys and focus groups.   

2. Implement away!

Your customers want to know that it’s a two-way street. Listen to their feedback and put the applicable suggestions into practice. This will not only make the customer feel valued that you have listened to their requests and made the changes, but it will also naturally improve your business and/or product to exactly what the users want. Win-win.

3. Understand that customer service is crucial.

With figures showing that 89% of customers began doing business with a competitor after poor customer experience, there really is no excuse not to make this a top priority in your business strategy. Be always ready to answer questions and queries, and try to maintain each relationship through future outreach. Offering them something extra such as company news and discounts in the form of a newsletter and/or drip emails often work well as mediums to retain important custom.

4. Be transparent in your communication.

The focus here is on building trust. Be honest with your customer about your failings, your wins, what you’re really excelling at and what you recognize you aren’t doing so well and need to change. Customers will appreciate your honesty and are more likely to stick with you if they feel you are as emotionally human as they.

5. Humanity and true connection are key.

It has been proven that having a picture of a real person on your landing page could increase your conversion rate by 102.5%, which is outstanding! Changing your landing page we understand might be a hefty task long term, however short term we suggest simply adding a page link to a great ‘About Us’ section with images of the significant players in your company. Don’t only forget that your customers are humans too, but so are you! Show them that you are nothing to be frightened of, and you, in turn, will witness the strength of human connection. People connect to an emotional story and like to visually see who they are talking to from your business. Through this increase in familiarity, customers will likely stick with you too!     

It all sounds dramatic, but emotional connection is all the rage — and, let’s be honest, we can’t let Steve Jobs have all the fun!

What do you think about this new marketing style? Do you have a great example which you are working on and want to share for feedback? Comment below!

Secrets of Highly Effective Websites

What really makes a great website? If you focus on just one aspect and don’t think about your website on a holistic level, you’re more than likely wasting your time in the digital space.

Your professional website is an extension of the quality of your products and services and should reflect your branding seamlessly. We partnered up with Social Buzz Pros to share the most important, need-to-know tips and tricks for creating an effective website, including:

  • Knowing your product and market
  • Planning like a true pro
  • Streamlining architecture
  • Standards and best practices
  • Wireframe resources
  • Developing content and design
  • And a whole lot more

Any questions? Looking for more help with Adwords? Feel free to drop us a line.

Our Marketing Predictions for 2017

We don’t have a crystal ball or anything, but we do have a roster of clients that keep us on our toes and nose-deep in emerging trends. Here are some of our top picks for broad marketing must-haves come 2017. 

Video, Video, Video. But Better.

There is a new presence of narrative thanks to Instagram Stories that has made social media video suddenly much more interesting. The key will be professionalism and quality of these short video segments. Consumers will be watching but can tap through quickly, so curating compelling video content for brands is going to be key. Some examples we’ve seen have their ups & downs. Everlane takes a more in-house approach with behind-the-scenes of product shoots and pop-up store openings. Bustle and other publications have used a more editorial “Read More” technique, which is more reminiscent to Snapchat. Then there’s Daniel Wellington, which has relied heavily on customer-hosted take-overs of the channels. Experimentation is key and going to be very interesting in your 2017 Instagram feed.

Ping! Desktop Notifications

Bringing your inbox to your browser, there are some very interesting new technologies and apps that will give you the first-possible update on product releases, special offers and limited time promotions. Marketing automation while the customer is simply surfing the web.

Immersive Content with Virtual Reality

Much has been said about the newest and most exciting technology in the last five years… and while not everyone has an Oculus Rift in their home, there are some very cool campaigns being done by big brands in impactful ways. Publications like the New York Times have really embraced going inside the story, brands like TopShop and Volvo have used VR to let consumers wear and drive the latest products, and mission-forward companies like Tom’s Shoes uses the technology to prove their value with a “Walk In Their Shoes.” As it becomes more commonplace, VR will allow a potential customer to experience a brand’s world as created by the most creative marketing teams.

Talk to Me: Chat & Conversational Drips

Almost all of our clients have found amazing conversion in their support structures by leveraging a chatbot feature or live chat technology. It allows Sales and Support teams to combine forces for a winning combo of helping customers and up-selling with transparency. Pair this with a super-refined marketing automation plan and you have a perfect funnel to catch consumers as they visit, explore, purchase and re-purchase. We’re experts in email marketing, and using a drip campaign for cart abandonment and/or live chat follow up is our go-to method for staying in touch with every potential and recurring customer.

Live Video, When Applicable

This is a thing now. Streaming live has been met with some controversy. As a cultural phenomenon, it has become a cornerstone of police brutality and protesting, but for marketers, it really only works when there is an actual Live event that people would want to witness. Facebook Live has been successful for AMA-style interviews and up-to-the-minute news stories, while Instagram Live has been a rough start — pushing Live announcements when followers aren’t interested and trying to find a balance between using Stories & Live video. Either way, it’s a fantastic outlet for brands who have large announcements or special moment-based launches that have an excitement to them that’s best experienced in real-time.

Have any thoughts? Wanna tell us how right (or wrong) we are? Drop it into the comments or find us on Facebook & Twitter.

IN THE MEANTIME, ENJOY THE HOLIDAYS AND HAPPY NEW YEAR!