At HubSpot, needless to say, we are strong advocates of optimization. We realize, however, that optimization can be a challenging process …
What are the essential elements to optimize in your marketing strategy?
- Your landing pages
- The conversion path of your website
- Your value proposition
- Your marketing content
- Your home page
- Your e-mail Marketing
Most marketers are very busy: when we have to develop a content marketing strategy , write an e-book and reach a monthly goal of lead generation, we do not have time to test everything and optimize.
With this article, you can focus your optimization work on the components of your inbound marketing strategy that really make the difference.
Key elements to optimize regularly
Six elements, in particular, need to be regularly optimized to produce a visible result on turnover.
1 – Your landing pages
A landing page is a web page that allows you to capture visitor information via a form.
In your conversion path, landing pages are the information gathering points that will allow you to rank your visitors as leads in your marketing database.
Through your landing pages, you can also retrieve valuable leads information, enabling you to do more effective promotional work by providing personalized email and dynamic website content that meets their needs. and their interests.
You can work on your leads and guide them through the conversion tunnel until they are ready to complete the purchase.
Why optimize your landing pages?
Landing pages are a key element in an effective inbound marketing strategy . That’s why even a slight improvement in the conversion rate can have a significant impact on turnover.
In addition to new prospects and leads, many visitors regularly return to your landing page. The fact that they are already in your database should not stop you from engaging the conversion: do not forget that this is an opportunity to know them better to further refine the messages you give them. will address thereafter.
When you optimize your landing pages, you make sure that visitors receive the information they expect and continue to view your content as they progress further through the conversion tunnel.
How to optimize your landing pages?
Here is a list that will help you identify optimization opportunities:
- Does he pass the “wink test”? Can we look at your landing page and after 3 seconds, find out what your offer is, why you offer it and why it is valuable?
- Do you have a title that captures the attention?
- Do you have an adapted image?
- Is your text clear and convincing?
- Have you limited the distractions on the page, such as an external link or other CTA, that could interfere with conversions?
- Do you have an optimized form?
- Have you included sharing options on social networks?
Once you have identified the weak points of your pages, proceed to the A / B test to try to fill in those gaps. According to our research, A / B tests on your landing pages can generate up to 30 to 40% more leads for B2B sites and 20 to 25% for e-commerce sites.
Here are some tips to start optimizing your landing page:
Examine the different elements of the page and study each element carefully: the form, the title, the image, the text, the button. There is a wealth of information on how to optimize the presentation of your landing page, often focused on these individual elements.
Take special care of the top three contributors to the conversion: the presentation, the title and the form.
Also increase the number of landing pages because it is necessary to optimize both the performance of your landing pages and their number to improve lead generation.
Our survey of more than 7,000 customers found that companies are seeing a 55% increase in the number of leads when they go from 10 to 15 landing pages. Only 5 more pages!
Try to add new pages to target specific keywords and audiences, you will see your leads increase drastically.
2 – The conversion path of your website
The conversion path is the series of clicks a visitor must make on your website, from the first contact with you to the goal you are trying to achieve on this site.
This goal, called “conversion” (hence the term “conversion path”), is usually the filling of a form or a transaction.
Why optimize your conversion path?
While it’s vital to maximize the performance of every page on your site, it’s equally important to understand how all your pages fit together.
Which pages of your site is the most profitable? Which pages generate the most leads? Which pages prevent your prospects from moving along your conversion path?
A relay team can be made up of the four best riders on the planet. If they drop the baton with each passing witness, they will never win a race. Similarly, if a reader is walked from page to page and lost the thread, it is more than likely that he will abandon his search.
Your website is the nerve center of your digital presence. All of your marketing channels, including PPC, SEO and social networking always end up converging on your site.
It’s crucial for the success of all your marketing efforts, to optimize both your landing pages and your overall conversion journey. There is no point in spending a fortune to get ‘clicks’ if your website loses 30% of its traffic as soon as someone clicks on the ad because the landing page is not clear and is not aligned with the previous message.
Each page of your site must therefore address a specific issue and allow your audience to progress logically towards your ultimate goal.
How to optimize your conversion path?
First, map out all possible conversion paths for your site. Then look at the conversion indicators as visitors progress on these pages.
Do some pages show a particularly low or high level of performance? What do these pages teach you? Once your progression path is defined, think of other ways to optimize it. For example :
- Review your site’s analytics or, if you’re using HubSpot , your Sources report to determine which content attracts the most qualified leads and gets the most conversations
- Test new Call-to-Action to check the effectiveness of different texts, colors, images and versions on your conversion rates
Test how your conversion path responds to different conversion paths and determine if it is possible to improve these processes.
3 – Your value proposition
Your value proposition is the keystone of your competitive advantage and must feed the messages you post across all marketing channels.
It must clearly explain why a customer should choose your company from all those offering seemingly similar products.
Why optimize your value proposition?
On the Internet, the value proposition is usually the first sentence your visitor sees and retains after reading the rest of the posts you’ve posted, whether on your website, on your social networks, or on your others. digital supports.
It is therefore essential that in one sentence, you succeed in highlighting the excellence of your company, and of your products and / or your services.
How to optimize your value proposition?
Start by defining your value proposition and circulate it internally. Do all your colleagues agree that this sentence allows you to differentiate yourself? Did you specifically mention your distinctive qualities?
Then, get interested in your competitors. How are your arguments measured against theirs?
Once you have the green light from your colleagues, go to the next step. On a landing page that generates a lot of traffic, do an A / B test and experiment with the different versions of your value proposition.
Do some semantic changes help improve your overall conversion rate? When you interview people who do not know your company, are they able to explain the added value that your company offers?
Continue to refine your wording and word choice until you have a clear, credible, and compelling value proposition.
4 – Your marketing content
Marketing content is simply the words used on your site and in your marketing campaigns. But your marketing content has much more text, it also includes the presentation, the choice of topics, the editorial strategy …
These are all elements that, together, allow you to be spotted by the audience you want to target, to inform your readers about your products and services and to advance them in the conversion tunnel.
Why optimize your marketing content?
A good inbound marketing campaign starts with good quality content: it is this content that will allow you to attract and generate new customers.
The language you use on your site and in your marketing offers is the common thread that connects all of your marketing channels and tactics.
Many marketers have already confirmed that content development plays a crucial role in their marketing strategy. So it’s no longer a secret: content is essential and it’s up to our resort to continue to optimize our business case to make the most of this important marketing investment.
How to optimize your marketing content?
To optimize your marketing content, think beyond just text on the page. You have to look not only at the text, but also at the SEO strategy , the choice of topics, the internal links …
In other words, you must not only understand what you are writing but also why you are writing it, how you should write it, where to add links and social sharing buttons, where to publish it and finally where to promote it.
One of the best ways to trade your content optimization is to analyze your keywords. Immerse yourself in the analytical data of your site and check the keywords that your readers use to get to your website.
Then use this keyword search as a basis for writing your new content. It will obviously focus on topics that interest your audience and focus on their thinking.
You may discover that by using different terminology, you will change the way your audience finds you and interacts with your content. By adjusting our text to take into account specific difficulties, our conversion rate of qualified leads has increased from 8% to 20%.
While refining the themes of your content and your choice of words, think also to heal the presentation of this content. As with your landing pages, different structural factors play on whether your text will be read or not and the most crucial element is probably the title. Use this articles to optimize your titles .
5 – Your home page
Your company’s homepage is your brand’s ambassador on the Internet. Unlike landing pages that have a unique mission, your home page can have several goals, such as presenting your value proposition, building your brand, and even recruiting new people.
Why optimize your homepage?
The homepage of a company is usually the most viewed digital asset. It is therefore necessary to look after both presentation and content.
Unlike landing pages, it’s hard to create a homepage that targets a specific conversion goal. Home pages are often weighed down by requests from different departments, making them difficult to simplify.
Competition related to the presence on the homepage is a significant problem. If the main business purpose of the website is to guide the design of your home page, different considerations such as the weight of each division, branding and encoding constraints generally determine its final content.
When these competing priorities are poorly organized, your site may seem messy instead of delivering a single, consistent message.
How to optimize your homepage?
To start optimizing your homepage, you must first perfect your message. Try as much as you can to limit yourself to just one business goal per page, be it lead generation, closing a sale or whatever.
The main purpose of a website is not to please your different divisions but to accomplish your main business objectives by addressing the immediate concerns of your ideal customer: a technical director looking for a briefing note on your SaaS capabilities do not care about the release of a product launch last month, which your design team absolutely wants to feature on the front page.
Digital marketing is particularly successful when you successfully create a direct link between what a person is looking for and the first page they see on your site.
Examine the most used referral sites to access your home page (and what these users are looking for) and then create tests to optimize your page for those audiences.
And since your homepage typically attracts people interested in your brand, it’s the perfect place to test the clickthrough rate on new value propositions or product placements with your most popular visitors. incurred.
For more details, read this article to know the 15 ways to increase its conversion rate on your homepage .
6 – Your marketing e-mail
Last, but not least, e-mail marketing plays a crucial role in the work of maturing leads. It is often the driving force for your online marketing action.
Why optimize your e-mail marketing?
Your e-mail address list is your most engaged audience. These are people who have chosen to receive the information you send them. They agree to be solicited.
It is therefore crucial to optimize your e-mail marketing strategy to convert your most qualified leads.
From a strategic point of view, if we want to measure the results of campaigns and optimize their results, we must first and foremost fill this gap.
How to optimize your e-mail marketing?
Your optimization work is about thinking about every aspect of your e-mail marketing campaigns: titles, format, ideal segmentation of your database and timing of sending messages. To begin your optimization, you must therefore ensure that you have a perfectly optimized contact list.
When designing your e-mail marketing campaigns, you need to put yourself in the shoes of the prospect. If the message is sufficiently worked, its recipient will be intrigued by your title and will eventually open your email.
Because contacts in your database are at different stages of the purchase cycle, you need to segment your list to better tailor your content to the needs of potential customers. Marketers are beginning to understand the logic of this strategy: 84% of B2B marketers segment their targets in one way or another in their email marketing campaigns.
The good news for busy marketers is that segmentation is becoming more powerful: marketing automation, workflows and tools such as automatically triggered smart lists actually enhance the effectiveness of information gathering and segmentation of your email marketing.
Also ensure that your emails have a format, called responsive, suitable for phones and tablets. Most people read their emails on a mobile device. If your emails are not optimized for mobile, you may lose some of your potential customer base …
We know that optimization is not a part of fun! There are so many things to consider that sometimes it’s overwhelming. But optimization is one of the only ways to really evaluate the success of your marketing efforts.
Digital marketing is not available in a ready-to-use format. Optimization assures you ROI because it actively measures each element of your Internet presence and how these different channels fit together.
By developing a culture of optimization within your business, you will be better able to understand your audience, position your products more effectively and achieve better marketing campaigns on a larger scale.
Optimization is the starting point of your strategy, not the finish line! So, choose one of these six elements and start your optimization mission now. You will improve over time and optimize your optimization efforts as you go. To succeed in your inbound marketing project, download this e-book