Trade Shows Made Simple

Preparing for a trade show can be a very scary and frustrating time, especially if it is your first time. The amount of worrying and anxiety that goes along with planning a trade show can sometimes be as daunting as planning a wedding. You may ask yourself questions like: What do we take for our trade show display and how do we present it?

The first thing you need to do is contact the trade show vendors and organizers. Find out the specifics, like how big of a space you will have to showcase your business. Before you start ordering attractions make sure that your space will be large enough to accommodate them. This will save you a ton of headaches later.

Once you have all the necessary information regarding how much space you will have to work with you can then  move on to the brainstorming phase. Try to think of attractions that will showcase your business and also draw people into your booth or over to your table. Put yourself in the attendee’s shoes, what would you like to see? 
Here are a few great ideas to help you get ready. 

1) If your trade show display table does not have a table cloth, get one! Make sure you choose a color scheme that is eye catching but also compliments your company logo or color scheme. If your table does come with a table cloth, bring something anyway. Something as simple as a table runner can make you stand out from the crowd and be the difference between a successful trade show and an unsuccessful one.

2) If you have the space make/buy a presentation board. Have this board showcase the benefits your company can provide potential customers with. Remember BE CREATIVE. Some blown up Microsoft excel spreadsheet is not going to draw people in, think form the attendees perspective. What would attract you to a board? Pictures, bright colors, and creativity. Keep all of these in mind. 

3) Look into purchasing or renting some trade show attractions or giveaways. Nothing draws people in like the chance to win something. If your budget allows it, why not look into renting or purchasing some attractions to have at your booth? Look into having something that will set you apart from your competition!

4) Arrange your trade show display table in levels. Put the larger items at the rear, shorter items in front of those, and even shorter items in front of those. No one will be able to see smaller items if they are behind larger ones. Don’t make a mistake like this, you have a very limited amount of time and you want everyone that stops by to be able to see EVERYTHING you have to offer.

About the Author
This week's guest post is from Shannon Martin who is a writer for TradeShowMarketing.Com, she lives in Palm Coast FL.

Marketing and Stone Cold Steve Austin

The anti-hero, effective?  You bet.  As I think about some of the most influential marketing strategies on some of the world's biggest stages, I can't help but focus on the success of the WWE thanks to larger than life personalities like Stone Cold Steve Austin.

If you don't follow wrestling, the character of Stone Cold hit during a time when the WWE was fighting against the WCW for the top spot in the sport of professional wrestling.  With the rise and success of Austin, the WWE (previously WWF) eventually beat out the other wrestling franchise and has grown into a multi-billion dollar enterprise.  So why did the "anti-hero" take the WWE to new heights?

The character of Austin did what no other wrestler had done - build on the emotions of the audience. Stone Cold was considered anti-establishment and was in synch with the hearts and minds of individuals who wanted to stand up to "the man" (a.k.a. the boss, the leaders, politicians, and anyone brandishing their authority).  Austin was direct, larger than life, and he continued to push the envelope. Each week, people would tune in to see what he would do next.  This is true marketing at it's finest.

What Does Your Marketing Do Differently?
If you're marketing is the same as everyone else, then you're going to have a difficult time getting noticed.  In fact, you'll never get noticed.  As consumers we're hit with hundreds if not thousands of different messages each and every day.  The question is whether or not your message is going to be different enough to be remembered and acted upon.

Wrestling does a great job of creating something different for the viewers - each week, each month, and throughout the year.  With evolving story lines, new characters, and continuous change, audiences are captivated and keep coming back for more.  Is your marketing doing the same?  Once someone becomes a customer, how are you keeping them engaged?

Something New, Something Different.
To get ahead, your business needs to focus on doing a few things well.  In Stone Cold's world it was entertainment.  But entertainment takes many different forms.  The WWE was effective in determining what would remain the same each week.  For example, Stone Cold's anti-establishment persona, and what things would change (his competitors, the storyline, etc.).

Making the most of your marketing means thinking about what should remain the same and what needs to change and evolve over time.  Experiment, think of new ideas and evolve your company's storyline.  It will not only improve your results but create prospects and customers who are more engaged.


...and that's the bottom line because Stone Cold Said So!

Brand Update : Scooty wants to Shake EM Up with Scootygiri

In its new campaign for Scooty Pep+ , the brand features the new celebrity ambassador Ms Anushka Sharma. The campaign titled Scootygiri projects the Scooty user as a young confident girl willing to question the status quo. The theme of empowered confident girl has been the major positioning platform on which Scooty has built itself to the current position. 

Watch the campaigns here : Scootygiri Romeo

                                           Scootygiri Dress code  

The brand now has the slogan " Shake Them Up with Scootygiri" exhorting girls to standup confidently and face issues head on.

The brand should be commented on being consistent in its message over these years.

An analysis of the brand's portfolio gives certain interesting facts. There are  three sub-brands under Scooty - Scooty Streak, Scooty Pep+ and Scooty Teenz.

Scooty Teenz is a sub 60cc scooter aimed at the first-time user of the product category. Scooty Streak and Scooty Pep+ are almost similar products interms of technical specifications. The difference is in the styling and promotion.Scooty now can be considered as a primary brand with sub-brands - Teenz ,Streak and Pep+.

Although Scooty has been performing quite well in the category , there is a gradual shift in the category moving in the direction of powerful scooters. This shift is now boosted by Hero Honda Pleasure and also gender-neutral new scooters like Access 125, TVS Wego Vespa etc. 

Scooty seems to be contented with the current technical specifications but it should not be blind to the fact that increasingly the ladies' scooter market is moving towards powerful scooters. TVS has a product Wego which is in the segment of powerful scooters . My contention is that Scooty should be modifying its product offering to reflect this shift. It cannot let Hero Honda Pleasure take up leadership position in this emerging  category. 

Scooty needs a presence in the higher engine capacity scooters to counter Pleasure . It cannot use Wego to counter Pleasure since Wego is a unisex scooter. Pleasure has been very aggressive in its promotions and will be creating a big chunk in the Scooty's existing customer base. The issue is much deeper that cannot be handled with high decibel ads or celebrity endorsements. Scooty has to see whether the entire category of ladies' scooter is shifting towards higher engine capacity ones. Ofcourse there will be a market for less powered scooters but that will be much smaller and unprofitable in future.

Related Brand

Scooty

5 Effective Strategies to Successful B2B Marketing

B2B marketing is becoming increasingly challenging. In the wake of Google’s algorithm changes, the way we carry out our online marketing has had to change. Where we once relied solely on search engine optimization (SEO) for b2b marketing, we’re now not quite sure how to avoid – or recover from - over-optimization penalties.
Keeping up with the ups and downs of SEO is enough to confuse even the most seasoned marketing manager. But you don’t have to focus solely on optimizing your website. There are other ways you can rise to the top of the SERPs, and gain maximum visibility on the Internet.

5 Strategies for Success 
Targeting your marketing campaigns for other businesses is inherently different to appealing to Joe Public. You need to tailor your content, and improve your call-to-action. But what doesn’t change, is the tactics you can use to promote your services. The key to effective b2b marketing is arming yourself with the right tools, and nailing your campaign. Whether you’re a novice, or not, here are five marketing strategies you should be implementing. And the best thing? None of them rely on SEO:

1. Build a Brand 
If marketers know anything about the World Wide Web, it’s to be wary of who they trust. The aftermath of Penguin and Panda has left b2b bloggers and marketers unsure of where to turn. Where can they find a trustworthy company to do business with? By building a brand identity – one that is then displayed consistently across your website, social media, printed, and other marketing strategies – you instantly become more trusted. A professionally designed website will help you generate more leads, than an outdated, stock design.
Part of building a brand is finding your company’s ‘voice’. Identify what messages you want to put across, and who you’re speaking to. Speaking to businesses in a way that appeals to their wants and needs increases the effectiveness of your strategies. 

2. Content is King 
When it comes to blogging and writing promotional copy for the web, b2b bloggers should be aware that content is well and truly King. Google’s algorithm updates are rewarding sites with quality content, so make sure everything you write is well researched, high quality, and relevant.

Consider your audience again. What do the businesses you’re approaching care about? What are they talking about? And what can you add to this conversation? Writing about something your audience cares about is a sure fire way to drive traffic to your site. Successful b2b marketing is about appealing to your audience. Build conversations, share information, and make sure your voice is heard. Creating quality content doesn’t have to be daunting either. Rework your old content into infographics, videos, and slideshows to appeal to a wider audience. 

3. Direct Mail Marketing 
Never underestimate the power of direct mail marketing. This failsafe strategy is alive and kicking, and is perfect for b2b bloggers and marketers. Sending out a personalised postcard, catalogue of products, or letter is a great way to reach out to past clients.
Receiving post is much more personal than an email or Tweet. It gives the impression that more thought and effort has gone into the sending of the letter. Direct mail marketing appeals to b2b marketers, as it helps boost client relationships. Some top tips for b2b direct mail marketing include:
- Keep it personal and address clients by their name 
- Handwrite direct mail or use a font that gives this impression 
- Only send to people who have opted in – you want to increase the chances of your mail shots getting opened

4. Become an Authority 
With so much competition online, effective b2b marketing can be a challenge. One way to face up to this competition is to prove your status as an authority figure. Whatever your nice, you need to showcase your knowledge with quality content. Talk about something relevant to your clients, or offer a controversial opinion to demonstrate your knowledge. Give fellow businesses no other choice but to work with you. Everyone wants to work with the best, so make sure that this is you.

5. (Social) Networking 
While social networking is a powerful tool in b2c marketing, it shouldn’t be ignored in the world of b2b. An active social media presence enables clients to contact you quickly and easily. This adds a human edge to your business and helps clients get to know more about your business.
Not only can you interact with local clients, you can forge relationships with people all over the world. Networking is all about sharing information, so bring your quality content to the fore and help fellow businesses out. This will raise your profile, while adding to the branding of your business.
B2B marketing doesn’t have to be complicated, or reliant on SEO. You can make a name for yourself, build your brand, and increase your client list simply by implementing these strategies. On their own, each is effective. When integrated, they form the most powerful tool in your b2b marketing arsenal.


This guest post has been supplied by charterprint.co.uk. Charterprint is a print management company, based in Bromsgrove, UK, and provide bespoke printed envelopes and other printed marketing materials.

Try Before You Buy

They say that 'free' is the most powerful word in marketing... and in most cases the promise of something for nothing is VERY enticing.  I would say it's often more than enough for consumers to take action. The question we must answer is when to give something away and when to charge for it.

I thought about this topic today when I started receiving special offers from Amazon.com.  Much like Groupon, signing up for special deals has a large appeal regardless of which platform you use.  I happen to be partial to Amazon so I thought I'd sign up for the program and see what types of offers I would receive.  

In just a few minutes the first offer came into my email.  Over the next few days there were additional offers from a variety of companies and from a marketing perspective, I couldn't understand how the business's were making any money.  And I'm not just talking about the short term, I'm talking Customer Lifetime Value (CLV).

Special offers available through Groupon, Amazon, and other daily deal distributors makes sense if you're looking to get people started with your service.  However, making a special offer that you are going to lose money on AND for which consumers buy once or twice a year - especially if its at a low price point - is a total waste of time.  You need to consider the long-term impact or opportunity of your marketing program.
Try before you buyThe try before you buy model makes a lot of sense if you have a high priced item and pricding tends to be the major obstacle to purchase.  In these situations you generally have to remove that obstacle, encouraging users to the try your offer.  If this is the case, giving a free or low-cost trial makes sense but isn't right for every product in every market.

I believe free trials make sense for low priced items.  A good example here would be toothpaste.  Why not give a few samples away?  If a user likes it, they will potentially buy that brand for decades to come.  This is where the manufacturers make their money.  It's certainly not on an individual tube of toothpaste.  A customer needs to buy multiple tubes to pay for all of the marketing, advertising, and related costs.  Based on my experience, the try before you buy makes sense at the low-price point.  However, the middle and higher price points are more complicated.

Medium Priced, Medium Margin

So what happens if you offer a medium priced product and don't have a huge margin?  Do you really want to set the precedent of giving it away for free?  In these situations I often recommend to my clients giving away a small portion of their product, doing a limited free trial, or simply charging a reduced price for the initial usage period.  This can also ring true at the upper end of the market as well.  Rolex isn't going to give away a watch but they are likely to offer a 7-day no-hassle return.  They know that once you put that baby on your wrist, you likely will never return it.

The other thing to consider is that giving things away for free can work against you.  If people are accustomed to receiving something for free, and its enough to hold them over, they may never need to make the full purchase.  Although this only applies to a small portion of your target market, it should be considered when developing your 'try before you buy' strategy.
In the software market, 30 day free trials are rampant.  But what you'll notice is that you often have to provide credit card information up front.  Most people will not cancel their orders due to missed deadlines or laziness and be forced to pay the monthly fee. It's my belief that only a few consumers actually want and actively use the produce they've attempted to use. This is why the "free" trial is still used today by most marketers.


What you can do
Consider what you can do with your offering to get a larger percentage of people to try your product.  Consider modifying the 30 day theme.  This could include 7-day trials, low cost trials, getting access to only a portion of your product or service... or a free evaluation. Instead of giving your product away for free consider other incentives you can provide.

Brand Update : Lux Extends to Deo

Lux, India's most famous personal care brand has extended itself to deo. The campaigns are on air featuring the extensions. The deo market in India is witnessing huge amount of brand activity with new brands being launched almost every month. According to Economic Times, the deo market is estimated to be around Rs 1300 crore and growing at 40%. 

The question as always is what can be logic behind HUL extending its iconic brand to deo. It is not that Lux is not extended before. The brand has soaps, shampoos, bodywash in the product-line. Globally this is the first time that the brand is extending to deodorants. 

HUL has been a pioneer in creating the deo category in India. The company holds its leadership position in the market with its iconic brand Axe. HUL also has its anti perspiration deo Sure and also Dove. So rather than investing on these brands why would HUL try to extend Lux into this category ? 

One of the reason can be to pre-empt competition by flooding the market with its own brands. Lux has a huge equity which will translate to trials and incremental sales. Further, the company is also wary about the launch of competing brands like Santoor, Nivea etc into this category. 

However, HUL is taking the risk of spreading the budgets too far on these extensions. After Axe, the company was not able to come out with another blockbuster deo brand. It pulled out Rexona and Sure was not able to replicate the success of Rexona ( during the initial years). Dove is also another brand which is extended to almost all imaginable personal care categories.

Lux as a brand will get more diluted  if HUL tries to milk its equity too much. None of its earlier extensions could replicate the success of the core brand. Rather than diluting, HUL could have launched new focused deo brands.

Using Video to Promote Your Product

I'm fairly new to video.  I've done Webex presentations out the wazoo and even used Gotomeeting on a seeming daily basis, but never video for promotion.  In fact, it took me about 40 minutes to realize that I couldn't use Camtasia to film a full picture video.

Not having a clue on how to kick things off, I decided to use my smartphone.  Overall, the quality wasn't exceptional but Youtube provides a variety of tools to clean up your video in terms of appearance - good enough from my perspective.  Hence, the Blogging Made Simple promotional video was born.

Once I shot the video on my smartphone I was thrilled to discover the ease by which you can upload videos to YouTube.  This was an embedded feature associated with my sharing options.  Once I uploaded my video, I simply accessed my Youtube account and fixed the video's color and other dimensions.  There were also options for creating captions and callouts.  Although I didn't use these features, I image they'd come in handy for instructional type videos or lessons.

If you've been thinking about shooting your own video, give it a try.  It was a lot less challenging than I thought and can give you/your business a new way to tell others about your products or services. Be sure to share your video stores by leaving a comment beneath this post.

Mahindra Stallio : RIP (2010-2011)

Brand : Stallio
Company : Mahindra 2 wheelers

Brand Analysis Count :  #513

Question : What else do you want for a  perfect product launch when there is a reputed Corporate Brand, Aamir Khan and a decent campaign ?

 Ans : A good product !

Mahindra Stallio is a sad story of a perfect plan foiled by a poorly built product. Mahindra Group was very vocal in its plan to enter into the Indian two wheeler market. It surprised the industry by acquiring the ailing Kinetic Motors' two wheeler division. The company  followed it up with the successful launch of automatic scooters Duro and Rodeo. Then came the much anticipated entry into the bike segment.

Rather than launching a macho, performance bike to impress the technological prowess of the company, Mahindra chose to enter the much crowded and highly competitive commuter bike segment. The first product in the bike segment was the 106 cc Mahindra Stallio. 

Stallio had a dream launch. The PR team of the company had built in enough suspense in the market. The entire automotive industry was looking for something similar to a Scorpio that will shake up the established brands like Splendor and Pulsar. Then Stallio happened. The brand instantly gained eyeballs through the endorsement of Aamir Khan. Aamir Khan's endorsement was a master marketing move. The actor had huge equity in the market and his endorsement of a two wheeler was something no one anticipated.

Stallio put on an aggressive face in the market with a cheeky campaign pitting against all those macho bike brands which advertised with more hyperbole than a Bollywood movie.
Watch the launch campaign : Mahindra Stallio1 
                                            Mahindra Stallio 2
Stallio was positioned as a commuter bike that combined style and performance. At a price around Rs 45000, the brand promised enough features and quality and was aiming to compete with the segment leader Hero Honda Spendour.

The brand sold more than 5000 units in two months time, then the problem started. The brand had serious issues in the clutch and gear box. Noticing this issue, the company stopped producing the product and the brand was withdrawn from the market. For a marketer, it is a nightmare come true. The issue was not a product recall but a complete withdrawal from the market. 

It has been more than 8 months since the product withdrawal and the company is still not able to relaunch the brand in the market. It is highly intriguing of the fact that a company like Mahindra would land in a product quality issue of this scale. 

As of now, Stallio is almost dead and it will be difficult for the company to revive the brand since it failed at the launch itself. Renewing the brand and regaining the lost trust will be Herculean task. Aamir Khan also lost his bike endorsing credibility and if he comes again to endorse Stallio, I wonder how the consumers will react. If Mahindra relaunches Stallio, it will be easy for the competitors to kill the brand by refreshing the past failure memories. How ever, Mahindra did  a good job in swiftly taking the brand out of the market thereby limiting the PR damage. Also the media has been benevolent about the failure with limited coverage on the debacle.

Digital Watermark - So Long QR Codes

Image attributed to Glowimages, Gettingimages, Deliver magazine

Just in case you haven't been keeping up, the QR code has made it's way onto just about everything from ketchup bottles to direct marketing pieces.  This code allows anyone, using a free app on their smartphones to scan the code and visit a specific webpage.  The benefit of using these codes is simple - it helps bridge the gap between printed marketing pieces and the web.

From my perspective the QR code is still relatively new - but it's already becoming outdated.  Now you might be saying, "Are you out of your mind?" considering that some marketers are just beginning to use this code.  However, the reality is that the next iteration of codes has already emerged.

Hello Digital Watermark!  In this month's edition of Deliver, the magazine produced by the US Postal Service, an article appeared claiming the next iteration of the seemingly dated QR code - the digital watermark.  Here's how it works.

Instead of using a formal code like the QR code noted above, there is information embedded within an actual image or photograph that appears on a printed piece like a flyer, brochure, or postcard, even a magazine.  When you download a free app from your phone, you simply have to open the app and point at the image you're scanning.  

This removes a step often associated with QR codes in terms of using the app and navigating to a website.  When using a QR code, depending on the app you're using, a URL might load but you still have to navigate to it.  Additionally, digital watermarks give marketers more creative leeway with existing images as opposed to adding yet another element to their marketing piece or direct mailer.

Innovation is all around us.  I personally believe that these embedded codes are a lot less clumsy than QR codes and will have all of us scanning virtually every image we see.  Any innovation that can get users to engage is a good one.  Digital watermarks... you have my endorsement!

Rub Noses with Today’s Marketing Elite: 2 Ticket Give-a-way!

If you want to be successful in marketing you MUST be connected (period). How can you make that happen? Well, it starts with networking events. Whether you’re social or anti-social being in the same room with leading marketers is where you need to start.

CMO Summit in Chicago.
The Marketing Blog has been given 2 free tickets to share with readers for the upcoming CMO Summit in Chicago on July 18th.

You don’t have to be a CMO to attend. In fact, this event is ideal for Brand Marketers, CMOs, VP/Marketing, Agency Executives with Clients. Besides, who wouldn’t like free admission to an all-day event at the Ritz Carlton in Chicago! (value $600)

Speakers
CMO's from Zipcar, Supervalue, Crocs, Dollar Shave Club, IKEA, Virgin Mobile and MORE

How to Win
To be entered to win up a ticket to the upcoming event, you need to do the following:

1. Leave a comment on this post describing why you think you should win the tickets to the CMO Summit.

2. Promote the event using social networks, blogs, forums, and additional resources you have at your disposal. Event link - http://events.adage.com/cmo2012 Be sure to use #AACMO when tweeting!

A winner will be chosen by Friday, July 13th.

Please note that only marketing executives (CMO, VP, Directors, etc) are eligible to attend because the event is  the event is designed and curated for a specific audience. We are very excited for the event and the great discussions to follow.

The CMO Strategy Summit will be an exploration of the innovative and creative tactics that allow marketers to get the most out of their budgets. From case studies that dive deep into strategy and effectiveness, to the utilization of emerging technologies, CMO Strategy is an event designed to address the needs of marketers at every level.

Vespa : Fashion Unchanged

Brand : Vespa
Company : Piaggio

Brand Analysis Count : # 512

Vespa is back in a new avatar or rather in its Original avatar. The brand which died in 2006 is being resurrected by its original owners is set to change the way Indian consumers think about scooters. Vespa initially came to India in 1960 with partner Bajaj  and later through LML. The brand had a tough ride in the Indian market with some few successes like LML Vespa Select. But the brand failed to bring in volumes which eventually led the demise of this stylish brand.

Although Vespa had a different image compared to its rival Bajaj, the brand was never considered to be lifestyle oriented. Consumers considered it as a stylish scooter and the image ended with that.

This 2012, Vespa has come back to Indian market with its original persona of an Italian Scooter. The launch is significant because of the iconic status that Vespa enjoys elsewhere in the world. It is also interesting to see how Indian consumer will welcome the second homecoming of the brand.

The main reason behind the relaunch of Vespa is the increasing interest shown by consumers towards the scooter segment. According to Economic Times, Indian scooter market is around 2.5 million units growing at CAGR of 20%. Lot of new launches are happening in this market and consumers seems to prefer the utility of this product.

What is interesting in Vespa is the brand's positioning as a fashion statement. For the first time in this segment, a brand is exploring the possibility of creating a new market - lifestyle scooter. The target segment is youth who wants to be different, make a style statement. Essentially a psychographic segmentation. The brand is now focusing on print campaigns which makes sense .

The brand has the tagline " Fashion Unchanged" and is drawing power from its legacy dating back to 1945. The brand uses funky colors and evokes as sense of youthfulness that fits a fashion brand.

The brand has done it right in terms of the product design. The scooters looks cute and stylish and the advertisements looks chic. Although the product reviews are average, Vespa is expecting to sell for its looks and more importantly its brand image. The brand owners are repeatedly telling that Vespa is not for power-hungry as an excuse for the poor engine specifications. But hope they don't forget that consumers should get a decent deal when the brands commands a premium. Poor specs cannot be masked through colorful advertisements and lifestyle positioning.

The challenge for the brand is to show value. The brand is expensive and the specifications is nothing special so getting Indian youth to open up their wallet for the sake of looking fashionable seems to be a tough task.

The silver lining is that this is the era of design and experience. Lot depends on the brand's ability to convey fashion statement through the product. 

The steep price will force customers to compare value with the workhorses like Activa, although Activa is not a style statement. There is a chance that the brand will remain aspirational restricted to a few. The brand could have done wonders if it was priced at an affordable range and get more on the road - some thing like an affordable fashion statement. But Italian arrogance is visible in the pricing. The brand with the styling and premiumness can make Indian consumers drool or will they ?

Related brand

LML Vespa

5 Ways to Turn Every Page into a Landing Page

Landing pages are like a middle child. They’re highly scrutinized. They never live up to the expectations we set for them. They are constantly belittled, demeaned and made fun of by other webpages. They believe the standards set for them are too high and they feel like everything they do is mercilessly picked apart. Such is the life of a landing page.

Well, today my plea is to start treating every page on your site like a landing page. Hold every page accountable for converting. Start scrutinizing every page, not just your landing pages. Because guess what will happen if you do start treating every page like a landing page? Your website will convert more. We did it, and it works.

Here are 5 ways to get started.

1) Calls to Action – To treat your entire website like a landing page you need calls-to-action on every page. Include call to action buttons and even short forms on every page of your website. For example, websites like LogMyCalls, Marketo and Hubspot have ‘Request a Demo’ buttons and ‘Free Trial’ buttons on nearly every single page. You think these pages convert? Absolutely.

2) Set up Google Analytics Goals for Pages – Most marketers just set up goals for their landing pages. But you are smarter than that. You are going to set up goals for every single page you want to convert. These are the pages you want to hold accountable. Don’t be afraid to set up funnels for 10 or 15 pages.

3) Keep Track of Metrics – Most marketers know what their conversion rate is for their landing pages, but what’s your home page’s conversion rate? What’s the conversion rate for your blog? What’s the conversion rate for your Products and Features pages? You should know what percentage of visitors to these pages are heeding the calls-to-action that you’ve provided.

4) Include Phone Numbers – This is critical. BIA/Kelsey recently released a report that provided this statistic: 61% of companies say incoming phone calls are their best lead source. That’s important. That means you should specifically try to get customers to call you (in most businesses). You can do this by putting phone numbers on every page possible. These phone numbers should be tracking phone numbers so you can track how many calls each page produces (that will impact your conversion rate). FWIW, you should already be incorporating phone call conversion rates into your landing page conversion rates.

5) Optimize – Just like you test and optimize a landing page, you should test and optimize other pages. Play around with buttons, forms, placements, colors and calls-to-action. You want a higher conversion rate for every page, not just your landing pages.

Get Started

Here’s the point: make every page convert. Instead of thinking ‘we need to get them to a landing page from the home page,’ think, ‘let’s turn the home page into a landing page.’ Just put calls-to-action like buttons and short forms everywhere and you’ll start to see your website convert like a landing page.If you follow these steps your website will convert more. 

Let’s give the middle-child landing page a break and start holding other pages accountable too. 

Jason Wells 
Jason Wells is the CEO of ContactPoint. Their new product, LogMyCalls, represents the next generation of intelligent call tracking and marketing automation. Prior to joining ContactPoint, Jason served as the Senior Vice President of Sony International, where he led the creation and international expansion of Sony’s mobile business line from London. 

Jason has spoken on marketing topics at SES New York, SES Toronto, Ad Tech, Digital Hollywood, Nokia World, CTIA and elsewhere. He holds an MBA from the Wharton School at the University of Pennsylvania. To read Jason’s work please add LogMyCalls to your Google+ circles and follow them on Twitter.