Differentiation-in-the-Fitness-Business

Gym Marketing: 8 Fun & Engaging Campaigns To Implement

In this gym marketing guide, you will learn about 8 fun and engaging gym marketing ideas to implement in your marketing strategy. From video marketing to tips on calls-to-action, we have tips on how to attract and retain new members.

Gym Marketing: How do you Attract New Members While Maintaining Current Members Engaged?

This is the number one challenge of any business. What is the secret to attracting prospective customers? The good news is that getting in front of your ideal customer has never been easier.  However, you first need to determine which type of content your customers may be seeking and how they are searching for that content. In order to accomplish that, you start with a goal.

Just like when you are working out, you always need a goal. Are you looking to increase gym members? Develop a brand awareness? Or engage and retain your current customer? Setting goals for your campaign will help you define the scope of the campaign and the target audience.

With that understanding, check out these tips below and think about how they will help you to work toward your marketing goals. Need some ideas for goals? Some of the goals that we typically define with our gym clients include attracting new members, differentiating the gym from competitors (think about what makes your gym culture different), and current member retention.

gym-marketing

Here are 8 marketing tips, including video marketing ideas, to help you get started:

1. Video: Workout of The Week

It is the perfect way to engage those customers who are looking for fun workouts. Start this campaign at the beginning of the year, when fitness resolutions are at their highest. Then give your audience a timeline and goals with each video to motivate them to keep watching. If this campaign is set up to attract new members to your gym, then the videos in this series should be hosted by one of your instructors in order to establish his or her credibility with the audience. By interacting with these videos, future customers get a preview of the level of competence of the coaching staff as well as the overall cultural tone of the gym. 

2. Tips To Improve Fitness

We all had to start somewhere. One of the secrets to retaining members is focusing on education. Share the secret sauce. You gain nothing by keeping your vast fitness knowledge to yourself. The most valuable application of that knowledge is to freely share it with your members in order to ensure they get the most out of each visit.

For instance, create videos that demonstrate proper form for each exercise. Get new members jump started by offering tips and workout programs to keep them motivated.  This campaign will aim to improve your check-ins, and grow your memberships.  

3. Membership Sale and Specials

Run a promotion for the first 25 people that visit the gym that day. The promotion depends on your monthly membership cost and the special you decide to run. For example, you can run 40% off memberships for the first month, or a particular dollar discount on a membership, classes, or gear (if you sell gear in a house). Evaluate your membership cost and provide a unique offer that will get people in the door. While we understand that cutting into your already tight margins is a difficult decision, the goal of this is to create new members. Once you have them in your system, you can focus on retaining them at full price.

4. Free Technique Workshop Once a Month

Use your website to create a landing page where non-members can sign in with their email to gain access to a free video with one of your instructors teaching a particular exercise. While you at first at seems you are giving away free instruction, you have the visitors' contact information (especially email) to continue to nurture the relationship over time. It will provide you with a nice segmented list of customers who are interested in learning more.

These customers have entered the buyer's journey within your sales funnel. They are in the "Awareness Stage." You need to provide them with the answers to the questions that first brought them to your site. From there, you provide content that moves the buyer through each of the stages to the "Decision Stage" where they become a customer.

First, they have to feel like they fit in to your community. Second, they need to understand the type of workouts your members perform. Finally, they need to know what makes your gym different.  This effort might seem like a lot of work for the gym, but it makes the difference between customers that are generally interested in fitness and wanting to sign up on the spot (by continuing these efforts you create advocates that send endless referrals your way). If they do not sign up right away, do not worry. You simply need to continue nurturing the relationship and stay consistent (without harassing or being annoying).

5. Offer a free class for new check-ins via Yelp or Facebook

According to Time.com, Americans check their mobile phones around 46 times per day, so why not take advantage of that and provide a free pass to new check-ins on Facebook and Yelp.  Promoting this offer on Facebook via an ad that targets mobile users will work to drive them down the sales funnel, ideally converting to become a member. Most people feel motivated and excited to workout at the end of a fitness class, and will be ready to take action right then. Moreover, you are able to get all of the referral traffic from that user's network as her check-in will show to all of her friends and family.

6. Free guest passes for a Google or Yelp Review

Google reviews look good when people are searching for a gym, and they also help your business rank higher in local SEO!  Even further, it influences the customer's decision to join. If you are short on Google or Yelp reviews, encourage your members to leave you reviews by providing them with a free 5-day guest pass for a friend.  This campaign will attract new business to your gym by giving new customers a taste of the culture and expertise of your staff.

7. Feature a Gym member

Featuring a member who works hard to reach their goals will inspire the rest of your members to maintain their efforts and work toward their goals.  A monthly or weekly member feature will serve as a motivation to keep guests checking into the gym. This campaign can also be featured on the website, and all social media profiles. Members will be encouraged, and happy to be part of a community that motivates them to do better.

Gym marketing strategies are not only about attracting new members but retaining current members as well. Customer retention is less expensive than acquiring new members, and more profitable over time.

8. FAQ and Unique Content Via Live Video Or Blog Post

Answer frequently asked questions on your website or through live streaming on your social media channels. Not only will these posts help with current members by reinforcing your expertise and educational culture, but it will also create a resource for your members to turn to for information. You can also create short videos answering these questions and post them on channels like Facebook, Youtube, and Instagram. This is especially ideal for gyms that have a lot of technical workouts and machines where precise movements are essential to complete the workout.

FAQs are not the only questions to answer. You can also do research on keywords and most searched questions online, and answer them via a blog posts and video to attract more traffic to your website.  Members and non-members will have a resource of information that will help them take full advantage of the gym. This type of content also helps your website to rank for more keywords. Providing consistent, valuable content that is SEO-optimized will get more people to your site and in your doors.

Bonus Tips For Gym Marketing

  • Do not forget to include a call-to-action at the end of these videos and blog posts to capture information and use it to build an email list. This email list can be used to send valuable content via email and transform non-members to members.
  • An important to remember not try to sell, rather provide value, in order to help your audience reach their goals.  This approach will set you apart from your competition who do nothing but promote.

Facebook Offers Ads Changes September 2016

Facebook Offers Ad Changes

Facebook recently revamped its “Offers’ program, now allowing retailers to offer coupons for discounts that are redeemable in-store or online for e-commerce platforms such as Shopify. Originally launched in 2012, Offers hasn’t had the success that Facebook originally intended. That is especially true when compared to its mobile ad platform that accounts for 84% of the organization’s revenue.

So what Do Facebook Offers Ad Changes Mean To Marketers?

Well, everyone obviously loves to find a bargain, and as advertisers do more to stand out they use discounts and promotions to attract new customers. Further, the end-user wants to be able to easily redeem these offers anywhere, and this new addition to the Offers program makes that easier for them to do so.

As mentioned above, there are two types of offers (in-store and online), which can be shared in two ways: either promoted with an ad or organically with a post on the retailer’s Facebook page. Ads will appear in the Facebook feed by making use of the social networks targeting tools pushing the offer to those most likely to purchase.

Do the new Offers additions work?

While we need more data to determine the true viability of these ads, preliminary information points toward success. Testing the revamped ads, online retailer Maurices saw a 31% increase in return on advertising spend. By promoting a $15 discount, the retailer was able to capture a wider audience and turn those users into customers.

Facebook is also offering a new, dedicated offers tab that allows users to view current and past offers in a single location on the business page. Users can also access all of the offers that they have claimed by viewing their bookmarked offers. Additionally, Facebook will serve helpful notifications regarding offers that have been claimed but not yet redeemed by the user in order to push them further toward making the purchase.

In the future, Facebook will allow discrete codes for different users or groups so that a business can segment its followers. For instance, if a certain group is more likely to purchase high ticket items then the retailer would interact with them different regarding offers. The new Offers are currently available.

Check it out and let us know what you think!

 

 


Climbing Gym Marketing: Turn Buyers Into Loyal Customers

Community building and goal programs are a fun climbing gym marketing strategy that both support current customers and turn day pass buyers into loyal customers. There's a lot of room to be creative in a program like this. Start by encouraging your employees to get involved. If they are excited, you'll soon find your customers following a suit.

Here are 4 steps to creating a climbing gym goal program:

Climbing Gym Marketing: Turn Buyers Into Loyal Customers

1. Climbing Gym Marketing: Get Started

Your first steps are to name your program and announce it both in-house and through your outbound marketing channels. Come up with a fun hashtag to promote on social. Then, print paper flyers, post notices around the gym, send an email to your segmented email list with all details to prompt customers to take action.

2. Foster Healthy Community Competition

Dedicate a wall or poster board to the program, and incorporate a way to show your climbers' progress. A 'mountain to climb' is a simple metaphor to turn into an image and makes it easy to post goals at different levels on the mountain. Give members cutouts to write their name on, or use photos, and pin them on the board at the appropriate levels. Including an 'encouragement' section where climbers can write supportive messages and tips keeps things fun and upbeat.

3. Create a Reward Based Goal Structure

Set and post goals based on beginner, intermediate, and advanced climbing levels. Or consider creating a personalized goal program for customers taking classes or working with trainers. Once a goal is met, reward your climbers with a small gift or a one-time discount. Depending on your gym there are so many fun prizes to offer, from power bars to water bottles, merchandise and membership fee discounts, even having their photo posted on a program wall or being featured in a social media post. Mix up discounts and gifts at varying goal levels to keep your climbers motivated.

Depending on your gym there are so many fun prizes to offer, from power bars to water bottles, merchandise and membership fee discounts, or having their photo posted on a program wall and getting featured in a social media post. Mix up discounts and gifts at varying goal levels to keep your climbers motivated.

4. Spread the Word Together

Now that you've created your program, it's time to encourage your members to share with their online community. All social posts, e-communications, and printed material (like signs, brochures, posted charts etc.) should include your gyms social icons and the program hashtag with a call to action.

Your website and appropriate digital advertising should clearly display easy ways to share information about the program, celebrate when goals are met, and encourage other program participants. Most importantly, keep inspiring your customers to push themselves and have fun!

Need a little more help devising and implementing your marketing strategy? Get in touch with HARNESS here.


Climbing Gym Marketing: How to Get Climbers Offline and Into Your Gym

Climbing Gym Marketing and social media marketing is easy, right?  Put up a Facebook page, pin a few items on Pinterest, or put pictures of your facility on Instagram, and anyone who sees your social media presence will come right in. While social media marketing isn't quite that easy, it is a relatively simple way to create an opportunity to interact with potential members. It's the personal interaction that will ultimately get your online followers off the internet and into your climbing gym. Here are a few ways you can use social media to convert followers into loyal members.

female rock climber climbs on a rocky wall

Pin it to Win it

If you have a Pinterest site with followers, your pins are being "liked" and repinned, you might be wondering how to turn this into more members for your facility. Try a "pin it to win it" contest. Pinterest contests are a great way to get potential members to interact with your pins, and make the decision to join your gym.

Facebook Challenge Groups

Challenge groups on Facebook have become really popular, and they are a great way to get and keep people engaged for a predetermined time period. Offer a 30-day climbing challenge to encourage people to come into your gym to complete challenge tasks. You can assign point values for tasks, and the points go towards entries to win prizes.

Cross Promote On Instagram

Instagram is a great way to showcase your gym and its features, as well as show how much fun members are having while there. It's also a great way to team up with other local businesses to generate more traffic for everyone, and increase your membership. By joining forces with other businesses, you are getting your gym noticed by people who are already spending money elsewhere. Cross promote with a local sporting goods stores, health food markets, yoga studios, or massage parlors to catch the interest of people who are already interested in health and fitness, and may be more likely to take action, and join your gym.

Social media marketing offers limitless opportunity when it comes to being creative in your marketing. Contact us for more ways to use it to build your business.


Climbing Gym Marketing: Giving Incentive for Customers to Come in and Come Back

It's easy to get people excited about the idea of climbing, but getting those excited people in the door of your gym is another story. How do you take someone who might be interested and actually convince them to come in? How do you get the person who came in for a group outing or party to return?

Marketing Climbing Gym

Social media is a key of course to getting the word out about your gym. Definitely have an active presence online. An active presence doesn't just involve posting those great photos of your climbing walls. It's important to respond to people who reference your business. Be sure to comment on location-tagged pictures and thank people for coming in. Interacting with customers can go a long way towards loyalty by showing that there are people behind your business, people who truly appreciate loyal customers. Your responses can also include special offers if they choose to come back. A response to a great photo tagged at your gym might read: "Great pic! Thanks so much for coming in today! Here's a link to a coupon for $5 off your next visit!"
Online contests are a fun way to take people's competitive nature and turn that into a marketing opportunity. A photo contest will not only bring customers into the gym to take the necessary photo, but a great prize for the winner will encourage lots of entries.

It's also a great idea to reward repeat and return guests. Advertise blocks of passes at a reduced rate. These blocks guarantee a number of paid visits and the customer gets a discount, so it's a great situation for all involved. Consider also automatically entering climbers in a monthly drawing for a free private lesson. Repeat visits would give them a greater chance of winning, and if they do win that private lesson they'll definitely be back to practice their new skills.

For more ideas on building your customer base contact us or check out our blog.


4 Outdoor Brands To Inspire Your Inbound Marketing Strategies

3 Outdoor Brands To Inspire Your Inbound Marketing Strategies

The most successful companies today aren't creating siloed marketing strategies. They're combining inbound and outbound marketing to get the best of both worlds. This one-two punch gets your business in front of your target audience and then earns their full attention by providing them with the valuable information they want. Inbound marketing is especially important for niche areas, like the outdoor sports industry, which is packed with enthusiasts and experts. These customers frequently make purchase decisions based on a first-hand experience and trusted advice from other practitioners. They're loyal customers who are unlikely to be sold by advertising alone.
To support marketing dollars going toward paid ads and print promotions, forward-thinking companies are also providing their target audiences with valuable information to educate and inspire. That way, customers feel more confident buying from brands they can trust after performing their own due diligence. Here are three examples of brands that are embracing inbound strategies to offer buyers more value and stay ahead of the competition:

Therm-a-Rest - Engages Enthusiasts with Social Media

Therm-a-Rest has a healthy mix of written and visual assets on its website to offer a behind-the-scenes look at its camping mattress technology. In addition, it has strong social media presences on Twitter and Instagram that go a step further to engage its audience. How? The company posts pictures of rustic campsites and tents perched alongside striking landscapes. It offers camping tips and asks followers to write in with their favorite destinations.

http://www.cascadedesigns.com/therm-a-rest/blog/rickshaw-south-dispatch-3-no-fools-errand/

These kinds of posts establish Therm-a-Rest as an authority in outdoor adventures, but also give customers a reason to follow the brand organically. Prospects and customers want to be a part of the conversation and they want to stay connected with the company.

BioLite Energy - Content for Every Stage of the Sales Funnel

BioLite Energy is a newcomer to the outdoors scene. It's a startup that produces wood-fired stoves for biofuel and off-the-grid cooking. The company has a mature marketing plan, however, and a blog that's rich with content to addresses readers at every stage of the sales funnel.

  • Traffic: 5 Reasons to explore your own backyard
  • Engagement: What's your food philosophy?
  • Lead Generation: Inside the Technology
  • Conversion: A wildlife Biologist Puts the SolarPanel 5+ To the Test
  • Loyalty: Backpacking in the Moravia Woods with BioLite (A user story)

This is how inbound marketing works. You grab readers' attention with general-interest material and then follow up with educational pieces that show how products work and why they're the right solution.

Patagonia - Storytelling to Inspire Loyalty

In the past couple of years, the outdoor clothing company has gained attention for its serious approach to sustainability. It all started with a full-page ad placed in The New York Times on Black Friday. The Worn Wear program asked customers not to replace used Patagonia gear with new items, and instead, promised free repairs in order to extend their lives. To support this campaign and recognize patrons equally dedicated to wasting less and getting outside more, Patagonia now publishes stories that follow them on their adventures. It's an inspiring series that puts the customer in the spotlight, and it also establishes a narrative where the brand can easily talk about its focus on high-quality materials and environmentally friendly practices. Altogether, these messages generate a lot of interest in the brand and foster hard-core loyalty among users.

It's an inspiring series that puts the customer in the spotlight, and it also establishes a narrative where the brand can easily talk about its focus on high-quality materials and environmentally friendly practices. Altogether, these messages generate a lot of interest in the brand and foster hard-core loyalty among users. To be successful in a marketplace where consumers research first and buy later, companies can't afford to leave marketing opportunities on the table. Inbound strategies give businesses the chance to nurture prospects with the right information at the right time - until they're ready to make an educated decision about what to purchase.

Are you ready to take your marketing to the next level? Contact us to learn more about the best-in-class strategies we build for our clients to harness the power of both outbound and inbound marketing.


Business Lessons Learned From Climbing

Business Lessons Learned From Climbing

When I started climbing, business was the last thing on my mind. I was going to live the dirtbag climber’s life and travel the world existing only to climb peaks and rocks. I did for a while, and that was incredible. As time wore on, though, I started to crave some stability and grew tired of the financial stress of a jobless, van life existence. When I entered the business world, I quickly realized that climbing had given me a unique perspective to navigate. Here are a few crossover ideas that climbing brought to me for the business world.

Business Lessons Learned From Climbing

The risk is inherent, and foolish risk will end you

The risk is ever present in climbing. Being successful means accepting the risk and moving forward in spite of it. To leave it here would be an oversimplification of the process. A large part of the draw to climbing is learning to mitigate much of the risk while seeking the most rewarding climbs. If you climb something for the sake of taking the risk, you will get bitten and usually sooner rather than later.

Risk taking in business should be the same way. Too many flash-in-the-pan CEOs have written books and given talks espousing huge risk without discussing their efforts to mitigate that risk. You need to have your market research dialed, your business plan polished, and (most importantly concerning today’s marketplace) your marketing campaign together to get the word out about your product or service. I have seen too many businesses approach new concepts or markets with an “if you build it, they will come” attitude toward their marketing.

The willingness to venture beyond the norm is rewarded

The roadside attractions in climbing seem to have a siren call. The crowds flock to them, and the experience becomes diluted with competition to get on the route and find space on the way up. I have never found venturing out into the backcountry for a climb to be less rewarding than staying by the road. Yes, it is a lot more work to get there and in the beginning, you will ask yourself why you did not just do something easier. Once you settle into the task, you begin to notice the benefits… better views, a feeling of belonging, ownership of the area you are in.

Falling into the trap of providing product or service that is on par with the rest of your industry is understandable but unacceptable. Going beyond the norm for the quality of service and product will differentiate you from the rest. The extra effort will pay off quickly.

Technology will never replace knowledge

Climbing equipment has come a long way from the days of soft iron pitons and hobnailed boots. Modern equipment allows rank beginners to ascend pitches of rock that were unimaginable in the 50’s or 60’s. However, no matter how much the technology improves, if a climber does not know his way around the mountains, and the basics of ropework, his career is going to be a short one.

Technology has fundamentally changed every aspect of the business world. No one can deny that. What it has not done is replace the need for knowledge. Knowing your market, your product, your competition, and your customer will not ever be replaced.

Moreover, technology has not replaced the need for human interaction. People still buy from people even in the age of technology. No matter how fantastic your digital advertising campaign is, people are going to attach themselves to brands that have a unique mission and are represented by solid people.

The view from the top is amazing, but you cannot stay forever

The summit is a major motivator in climbing. Rightfully so. It is a symbol of accomplishment, and for some, it is a symbol of conquest. Stand on top, breathe in the thin air, simultaneously feel powerful and small all at the same time. It is a time to reflect on the path that was taken and take in the view of the surrounding summits. The feeling is fleeting, though, and the inevitability that you must come back down gnaws at the back of your mind. The longer you stay put on top, the more danger you face. Storms, frostbite, exhaustion, darkness, all of these await those who try to linger.

You seek to be at the top of our game in business as well. To stand at the top and see your competitors. Stagnation is a fatal flaw in business as well. Success in business depends on understanding that once you have gained the top in one area, it is time to look toward your next goal, start training, set milestones, and take the first step.

You seek to be at the top of our game in business as well. To stand at the top and see your competitors. Stagnation is a fatal flaw in business as well. Success in business depends on understanding that once you have gained the top in one area, it is time to look toward your next goal, start training, set milestones, and take the first step.


7 Tips for a Snapchat Video Marketing Campaign

Snapchat is a hot social media platform that can be used for more than just sending pictures to your friends and playing with different filters. Snapchat is an extra feature in your video campaign that will bring it to success. Here’s how:

Reply to stories to increase user engagement

With new features like swiping up to reply to a story, marketers can receive feedback from their consumers. This is a way to measure how your campaign is progressing. It’s also a way to get feedback on your campaign. New companies use Snapchat already to conduct informal contests and host polls through the Story Reply feature.

A new Snapchat tip would be to utilize the Story Reply feature to host Q&A sessions to receive audience questions and feedback. Consider common questions, recommendations, and satisfaction level mostly.

Create customized on-demand Geofilters

You can now create and publish a Geofilter for your business or private events. Can you imagine how much exposure your business would get with a customized Geofilter? Here’s how it works:

  • Design – To create a filter, go through Photoshop or Illustrator to create compatible filters.
  • Map – Pick a location where your filter will appear, then choose time and dates when you want your Geofilter to appear.
  • Buy – You have to submit your Geofilter for approval to Snapchat, and then you buy it.

Offer exclusive discounts

Providing coupons and discounts through Snapchat is highly successful. This makes it an exclusive offer because it can only be found on your businesses Snapchat. This also gives an opportunity for one-day only promotions, since Snapchat stories last for 24 hours.

Target content to select followers.

If there is a social influencer who you want to promote your business or product, you can give that person promotional codes through Snapchat. This was, that social influence can inform the pubic about the product and let them know about the promotional code as an incentive to buy the product. If have avid users of your product, you can also offer them special codes as a thank you for using the product or giving business frequently.

 Activate Snapchat stories

Create Snapchat stories so your audience can see what their favorite brand is doing. This allows your audience to see what you’re doing every day.

Build up to a special event or moment

Snapchat is an excellent platform to spread the word about an upcoming event and get people buzzing about it. Make people excited about your upcoming events, moments and launches!

Back your marketing campaign with special ads

Jump on board by making Snapchat ads. This helps you to reach the demographic who has moved from Facebook to newer social media platforms. Plus, our ad is less likely to get lost in a Snapchat feed.


A Brief Guide Using Facebook for Business

Facebook is the ubiquitous king of social networking, universally accepted into nearly all of our lives.  Scanning a user’s timeline reveals stories of relationships, birthdays, wins and losses and connects us in a way never thought possible prior to its invention. As such, Facebook is often used as a Social Media home base for many businesses because of the profound marketing insights the networks provides.

facebook_for_business

Facebook is used for a congregation, conversation, and publication with users engaging with brands that they feel a social connection to rather than those that simply sell toa them.  The Facebook newsfeed algorithm gives preferential treatment to brands that receive significant interaction with their posts, which makes it hard for new businesses to gain any impressions or interaction when their fan base is small.  

In order to solve this issue, Facebook introduced several tools for business to utilize in order to increase their exposure on the platform:

Facebook for Business is an excellent resource to how to advertise on Facebook and grow your sales with Facebook Advertising.  For example, A boosted post is a post from your business page that can reach a larger audience for a fee based on the amount of exposure needed to reach your target.

Facebook Page Insights provides comprehensive analytics of your business page.  By analyzing this data you are able to hone your content based on your audience demographics, the content they engage with most, and the optimal times to share. Ignoring these analytics is most certainly to your detriment. For instance, we noticed that our clients that utilize video were receiving 80% higher engagement.

Facebook Studio is a tool that exhibits the most successful marketing campaigns on Facebook. Each year, the most successful campaigns get recognized by Facebook and this resource can be used for marketing inspiration for your campaigns. See what works and how you can adapt such ideas to your unique marketing goals.

That leads us to Facebook advertising tools:

Facebook Ads are advertising that can be targeted to users based on location, demographics, behavior, and interests. The purpose of these ads can be to grow your fan base, drive traffic to your website, increase a specific conversion (which can even be tracked with a piece of code) or download your app.  Whatever your call to action might be, Facebook offers template-based campaigns that marketers will certainly find useful.

With that in mind, social is one aspect of a successful campaign that must be part of a larger marketing effort in order to generate any measurable results.  HARNESS works with our clients to develop an overall marketing strategy based on their unique goals by identifying value propositions, designing a campaign catered to their audience, and drawing on a variety of tools including those mentioned above.


The Anatomy of a Landing Page

Traffic acquisition is only half of the marketing equation.  In addition to bringing visitors to your website, you need to keep them there. Not only that, you need to transform them from interested prospects into customers. Your marketing needs to move that relationship forward at each touch point.  Conversion optimization is the process of transforming new website visitors into paying customers — and first-time customers into repeat buyers. A landing page is a single web page that appears after a user clicks on an advertisement. These can be used to capture leads, communicate information, or generate website sign-ups.

Here are 9 aspects of the anatomy of a landing page:

landing_page_anatomy

  • A consistent message between ad headline and landing page headline. For example, if someone searched for “Marketing Tools,” your landing page has a far better chance of converting if the headline mentions “Marketing Tools.”
  • The secondary headline leads to the content. This section needs to compel the user to continue reading. Short, sweet and to-the-point, it should give a clear reason that speaks to the user’s pain point.
  • Perfect grammar. This goes without saying.
  • Trust signals. Testimonials, security seals and other badges that show that the user will have a secure, satisfactory shopping experience
  • Strong call-to-action. Download, Free, Get, Create and other options have been shown to perform better than weaker words like “Try.” Stronger language and active verbs compel people to take action
  • Buttons that stand out. The button needs to be able to catch the user’s eye, so make it distinctively different than the rest of the color scheme on your page.
  • A lack of links. Keeping users on the landing page and moving them through to the call-to-action should be your primary goal. Linking out to other sites or other pages of your own site that aren’t tied into the landing page can distract the user from taking the action you want them to take.
  • Images and video that relate to the content. Adding images and video that give customers a quick understanding of the product/service or explain the basics can all bolster the message.
  • Fit the message within the first third of the page. This is known as “above the fold” and greatly increases the chance that visitors will take action since they don’t have to scroll.

Clear, concise information drives users to take action is the take-home message here.  A single call-to-action on landing pages allow you to gather information or generate conversions with the highest impact across all of you digital outlets.