A Landing Page refers to a type of web page that is used to act as an entry channel for a website.

In simple words, a landing page means any web-based page that an online visitor may land on while surfing other websites.

It doesn’t matter if you’re a restaurant, a salon, an information marketer,or a local dentist looking at using Facebook to get more dental leads.

Bottom line:

You’ll see a major benefit when you start using landing pages.

Now let us take a look at some of the landing page basics which can help you to improve your conversions of visitors into leads. (Here’s some great examples) These steps are based on the fact that you have already created your landing pages and begun using them to convert your visitors into leads.

Landing page basics

There are four points based on which one can say whether your landing page basics are good or not.

What is your landing page offering to the visitor?

A visitor will be interested in your landing page only if it has something of value to him.

Remember WIIFM (what’s in it for me)

What benefits are you offering to the visitor?

If the visitor gets really good benefits out of your page, then he will be motivated to use your website and products.

Why is it urgent for the viewer to accept your offer immediately?

If your landing page information does not show any urgency in the offer, then the visitor may close it and decide to check it again maybe some other time. Eventually, the visitor may forget to return to your page and you will lose one potential lead.

How can the user finally avail the offer?

Give a proper and detailed information on your landing page about the procedures through which the visitor can avail the offer being given.

The two major basics for improving your landing pages are:

1. Keep the landing page simple.
2. Be precise and to-the-point when you mention about your offer in the landing page.

If you give the same stuff over and over the visitors will get fed up and confused as to what exactly they should be looking for in the page.

For this purpose, you should directly correspond to an ad copy which is associated with the page and expand it based on whatever has been promised to the visitor.

Try to gain the trust of your visitors.

Trust is a very important aspect when you want to make your landing pages successful.

They also buy products mostly based on trust.  So it is important to gain your visitor’s trust as soon as possible.

This can come from trust signals – creating and keeping a social presence, customer testimonials, and online ratings.

If you’re social accounts look like a ghost town, well, it’s costing you business.

Marketing has been one of the best ways to earn money.

Over the years, it has developed general roles and specific roles which depends on the industry or firm you’re in.

It doesn’t matter if you’re marketing the latest gadget like the latest service, or a community.

One thing interesting about it is that sometimes what is deemed important in one company can be the least important in the next.

Some see marketing as a strategy, while others see it as a form of communication.

However, in whatever company you’re in, the roles of a marketer will not be the same.

One of the most interesting roles in marketing, is when it’s involving Tech.

Tech companies like Google will handle marketing differently from Coke.

That’s why it’s so interesting.

What is tech by the way?

Tech companies are basically B2B players who make their money through selling their products to other companies.

Now you might be asking, how is it really different when you’re handling a tech company? The difference lies in how a company considers a certain role. A product marketer in a tech company is the same as a brand manager to Coke. However, the PM in a tech company and the PM in Coke do not have the same range of responsibilities and workload.

And smaller companies, you’ll find you’re taking up multiple roles.

So, here are the major roles a marketer performs in tech based enterprise. Note that although this may still differ from one company to the next, these are the general roles.

1. Communications

In this role, you would function the way a Public Relations officer functions. Holding the internal and external relations analysis, social analysis, and employee communications.
You will also be in charge of corporate or executive communications along with the influencer relations.

2. Demand and Operations

This is the big player in tech.

Since up to 70% of the CMO is allotted here, the role of the marketer here is very important. This group handles data, demand generation, experimentation, field marketing, predictive analytics and the like.

3. Product Marketing

This is the more traditional role in tech marketing. It is the switch among sales and product. A good product marketing must be experts and adept when it comes to the product and they must also translate this excellence to the sales team which they will convert into sales collateral.

This is where your company’s STP (segmentation, targeting, competitive intelligence, positioning) is developed, which will then be content created to drive out sales for the company.

4. Creatives

The creatives or the brand group is you guessed it, responsible for the branding and campaigns. This is where the creative individuals come together.

5. Channel or Partner Marketing

This is not common to all tech companies, but companies like Microsoft, Dell and Cisco have a lot of channel partners to help sell the product. Channel or Partner marketers empower and arm Partners with content, programs, promotional deals, events, etc.

That makes up the whole CMO (Chief Marketing Officer) in a tech company. So, how is the CMO measured? CMOs have become the access tool, they have become the technology used for the company to know more about the buyers – basically CMOs give awareness and understanding into the buyer.

This level of awareness and understanding is the key to effective brand positioning.

Marketers have access to information about the customers.

They have analytics to back them up and they are the representative of the customer in the whole company. So marketers really drive out sales.

Now that we know the marketing roles, it is important to know the foundation of marketing itself. Yes, there are different roles but it all boils down to how effective the messages relayed to the audience are and of course how the brand is positioned.

This foundation is provided by the product marketer. The product marketer may be a traditional role, but it is kept and practiced for a purpose. It is where sales and product meet. It is the voice of the customer. The voice of the customer is a useful tool in product development.

So, if you have plans on working for a tech company from a traditional company, being a PM is a great kick start.