29 Apr '13, 9am

A 7-Step Landing Page Template to Convert Prospects into Leads

A 7-Step Landing Page Template to Convert Prospects into Leads

Pay-per-click search marketing may have been invented in the second Clinton administration, but it's a modern iteration of a hundred-year-old tradition of direct marketing: Find people who have a problem, get their attention with a small, inexpensive ad, and then offer them some thing of value related to their problem in exchange for the ability and permission to follow up. If you're using PPC to generate leads (as opposed to asking your visitors to pull out their wallets on the spot), the landing page is the fulcrum of your efforts; it's where you convert cold prospects into warm leads. One of the tried and true methods, which all too few marketers employ, is a free report (the B2B version is often called a white paper). The free report is the tool of choice when your prospect isn't yet educated or motivated enough to take action of any kind. By contrast, the consumer awa...

Full article: http://searchenginewatch.com/article/2264482/A-7-Step-Lan...

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Small Biz Refresh: The Anatomy of an Effective B2B Landing Page

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