Everyone knows about the big players on social media. Facebook, Twitter, YouTube, LinkedIn and Google Plus contain billions of accounts and give marketers vast audiences to segment and tap. While their scope and reach are tremendous, though, these media giants can leave some small businesses feeling lost in their immensity. How do you attract Twitter followers when your latest tweet is just one of half a billion – that’s with a B – sent every day? Great content creation, strong SEO and organic traffic build your brand, but while you’re aiming for relevance on the big channels, consider some offbeat social streams to take full advantage of a powerful free medium.
Fresh, original, useful content is catnip to search engines and visitors alike. It’s also time- and labor-intensive to produce. Long-form feature articles can take weeks to research and write, and while the potential payoff in authority and relevance is tremendous, you need a regular stream of content for your social media channels and blog. One way to get that additional content is through curation.
Just as a gallery’s curator chooses artwork to display, a content curator finds interesting tidbits elsewhere on the Internet and houses it in one place. Buzzfeed, Gawker Media and TMZ are some of the most well-known content curation sites. Twitter and Pinterest are made for content curation and invite users to tweet, pin and share everything that strikes their collective fancy.
Like content, curation varies in quality. Some sites are known for finding valuable content elsewhere and showcasing it to an appreciative audience. Others are information dumps that don’t reach a specific audience, while still others are little better than plagiarists, siphoning page views from content-rich sites without offering proper attribution to the original source. That’s the category in which you never want to find your site, by the way, because eventually, Google and other search engines will catch up with these content-free sites.
A landing page isn’t just where prospects happen to stumble across your offer after idly surfing during a lunch break. It’s a finely tooled and carefully calibrated machine designed to move those prospects one step deeper into your sales funnel. Because it’s specific and targeted, it needs to have the right structure and copy to be compelling on its own, not as part of a larger whole. Here’s a brief guide to punching up your landing pages and turning them into high-impact sales tools.
One Page, One Option
Landing pages make a single offer and feature a single path to take visitors who wind up there to your desired location. They don’t lead to multiple sites or ask viewers to choose from a wide array of calls to action. Once they’re on your landing page, they’re presented with one opportunity – the chance to subscribe, download your white paper, sign up for your service or otherwise contact you. Remember, your landing page is there for a single purpose; if you add more reasons to be there, you dilute that original purpose and make it less compelling.