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Crafting Brilliant Landing Page Copy That Converts

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Copy is a key element during the conversion funnel. Making sure your message is consistent and engaging throughout the whole user journey can be the difference between a converting customer and a bouncing user. In this article, I will run through why copy can be important in so many different locations and give a few tips on how to improve your copy throughout your funnel.

Ad-copy

For a paid landing page, ad-copy will be the first thing a user sees. It needs to be enticing enough to convince the user to click on your ad. It is also important for the message of your ad to match the message on your landing page. If a user feels like the promise you made in the ad is not followed through on the landing page, they will likely bounce. For more tips on ad-copy, check out the infographic 10 Mandatory Mobile Ad Copy Tips.

Headlines and Sub-headlines

Once you have convinced a user that you might be the solution to their problem and click on your ad, it is important to back this up with the copy on your landing page. Aside from the hero image, the headline and sub-headline will most likely be the first thing a user notices on your landing page. It is important to recapture their attention here with a great value proposition via your headline and sub-headline. Here are a few tips for headlines and sub-headlines:

  • Avoid “flowery” language. By this I mean, don’t use language that sounds pretty but holds no real meaning for users.
  • Make your value proposition user-focused. Instead of using your headline to tell users why your business is great, tell users how they will benefit from choosing your services or products.
  • Use the value proposition not only to tell users what the purpose of your landing page is, but to tell them why you will be the solution to their problem.

Content copy

Research is crucial to all conversion copywriting, but especially for landing page content. Research allows you to better understand what content your users are interested in, what additional information they need before converting, and what content is potentially distracting them and preventing conversions. Your landing page, and therefore your copy, should tell users a story. Here are a few tips for content copy:

  • Utilize copywriting tools like headlines and bulleted copy throughout the content of your landing page. Users tend to skim content and headlines/bullet points can help quickly convey your message to users.
  • Make sure your copy is readable, both in design and comprehension. If users are easily able to comprehend your copy, they will be more likely to convert and feel confident about their conversion.

Form and Call-to-Action copy

So you have convinced a user to click on your ad and once on your landing page they have decided your services or products would be a good option for them to pursue. Now what? Form and call-to-action copy can play an important role in clarifying the next steps for users. Form headlines and CTAs can tell users what their next steps should be in the user journey. Here are a few tips for form and CTA copy:

  • Use CTAs to provide clarity of next steps. CTAs can be a part of the form or stand-alone on the page. Either way ensure you are using clear, unambiguous language to avoid friction during the conversion process.
  • Have a compelling form headline. Users usually don’t want to give you their personal information. Make sure your form headline is motivating enough to convince them to do so.

Microcopy

Microcopy is often used to add additional explanation of elements on a landing page. For example, error messages on a form, or a note insuring a free trial has no strings attached. This copy is significant because it is often used to reduce friction on forms or provide additional context where a user might doubt a step of the conversion process. The important thing to keep in mind for microcopy is to make sure it is helpful to users and eliminates their doubts and fears about converting.

There are a lot of different places to speak to users in the conversion funnel, and they are all important. The tips above will be a good start, but to really be sure you are speaking your users’ language make sure to always be testing and analyzing your copy!

PPChero.com

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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