Capture information about your prospects before they get away

By now, most B2B marketers are familiar with Web site landing pages. These microsites allow visitors to obtain the information or other items you offered in your print or electronic ads, direct mailers or email blasts. Visitors expect fast and easy fulfillment on a landing page, whether it’s a white paper download, a video to view, a product brochure or some other offer that they’ve come to get.

By fulfilling offers, your landing pages serve your prospects. But a landing page can and should serve your needs, too. Yes, you distributed what you were offering—but do you know whether the recipient was a customer, competitor or a student doing research? Do you have a way to continue communicating with that respondent? Your landing page isn’t complete until it enables you to capture information from your visitors and invites them to future conversations with you.

Make it a win-win

Today, most ads, brochures and other marketing communications tactics make some kind of a valuable offer to entice prospects to visit a “unique URL.” For example, one of the most successful types of offers is a white paper; these educational documents are very popular with engineers, specifiers and management involved with purchasing or influencing the purchase of relatively complex or high-cost products and services. It’s the offer that attracts your prospects to the landing page, and when the offer has a high perceived value, most visitors are willing to provide some personal information in exchange. And it’s the “uniqueness” of the URL that allows you to track landing page visits to specific marcomm tactics to measure effectiveness. Here are some tips to keep in mind when designing your landing page and visitor registration form:

  • Design your landing page to build on the messages and graphics conveyed in your original ad, brochure or email communication.
  • Make sure that offer fulfillment is the primary focus of the microsite, allowing the visitor to get what they came for in a click or two—no more.
  • Use the visitor’s click on your offer to open a dialogue window asking for the visitor to register; limit the requested information to name, company and email address to maximize registrations.
  • Don’t forget to include an opt-in offer for receiving future information; this is your permission to continue to send emails to your landing page visitor.
  • Follow up with an immediate thank-you email; this reinforces the visitor’s connection with your company and can help you clear SPAM filters in the future.

Landing pages are an essential element in all B2B marketing communications programs today, and designed properly, they work hard for buyers and sellers alike. If you’d like to talk about ways to capture customer information on your landing pages, contact your CCC account manager.