Landing Pages and Sales Campaigns (i.e., Make Them Land on Your Brand)

Whenever you are conducting a sales campaign, you are certain to have a “pitch” about the differentiating qualities of your product or service that results in a call to action such as a request to buy from you.  In our experience, a simple, well-executed, Internet landing page can be the most effective vehicle for accomplishing that task . . . and your landing page can provide an important opportunity to reinforce (and capitalize upon) your brand.

What Is a Landing Page?

According to “Unbounce” (a developer in the field):

“In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor ‘lands’ after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.” (https://unbounce.com/landing-page-articles/what-is-a-landing-page/)

Getting Started

That said, landing pages are of course web pages . . . but unlike home pages or other content pages on your site, these have a very dedicated function and are constructed differently.  Whereas home pages – for instance – are created to communicate lots of information and encourage exploration, landing pages basically:

  • Reinforce your sales pitch as concisely as possible.
  • Offer supporting evidence (such as testimonials or research data) to help clinch the sale.
  • Provide a simple form to complete the transaction.
  • Include a logo that links to your home page (but just that) for those who need more information to finalize the sale.
  • Reflect the branding of the company to take advantage of past efforts to establish a readily recognizable identity that adds value to the product and/or service being sold.  (IMPORTANT:   Be sure your web site/homepage, sales vehicles, and landing pages all reflect the branding elements decided upon in your Style Guide to gain maximum value from each of them.)

Whether you are building your landing page from scratch . . . or are simply customizing one of the many templates now available, we have found a few key points worth remembering during your development:

  • Your goal is to be as simple, direct, and concise as possible.
  • Your headline and any body copy should reflect your sales pitch (i.e., differentiating sales qualities) being used at that time in ads, direct mail pieces, social media, mass e-mails, etc.  (Remember:  Landing pages are for TRANSACTIONS so keep copy and content short.  If a bullet point or two will suffice, use them.  Save your long, persuasively written copy for your web site and sales tools.)
  • Include art/graphic elements but limit the quantity to one or two mirroring the images of your sales pieces and consistent with the elements of your branding Style Guide.
  • Typically, a form will be used to complete the sale or other transaction.  Keep your requests as lean as possible with the absolute minimum number of fields required to accomplish your mission.  For example:  If your ultimate goal is to collect e-mail addresses to build a data base, just get that piece of information and use that at a later date to gather other details.  Your goal is to enable the interested party to complete the transaction as quickly and easily as possible, guarding against losing them along the way.
  • As part of incorporating your brand, plan (as previously mentioned) to include a copy of your logo that links back to your home page.  However, other navigation that does not fulfill the call to action should be excluded.  (Why risk the distraction?)
  • Sales campaigns usually use multiple media such as ads, direct mail, social media, etc.  Employing the same landing page for each of them can facilitate tracking efforts . . . but you want to be sure you can identify the source that generated the lead.  While a number of alternative strategies exist, one way to accomplish this objective is to use multiple copies of the same page with an identification such as “1” for ads, “2” for mass e-mails, “3” for snail mail, etc.  With all of your results arriving via your landing page, you get a very clear picture of your most successful sales vehicles AND have a bit more control over the closing of the sale, including any necessary follow up of now qualified leads that might be required.   Since so much time, effort, and expense is invested in developing a warm lead, you can’t afford to have any fall between the cracks.  (In my past life, we felt so strongly about this issue that our landing page was the only contact information provided on our sales vehicles; we did not include a phone number because we wanted to make sure all telephone contact was as timely and structured as possible.)

A Word About Testing

Like other sales materials, landing pages can be constructed in a number of different ways.  In our experience, running a controlled test of multiple versions before a limited audience should reveal which elements work best and which version should ultimately become part of your sales campaign.

Land on Your Brand!

Just for emphasis, we will close this article by repeating the importance of making your landing page reflect both the branding elements and the design and pitches used in the corresponding campaign.  Since your landing pages are designed to “seal the deal,” failure to fully reflect your branding wastes the time, effort, and resources spent shaping your identity and misses the last opportunity to have a positive impact upon the sales process.

Note:  To further develop this theme, a future article will be devoted to creating a landing page for our blog that further illustrates these principles in action.  For now, those interested in learning more can check out the writings of Neil Patel:  https://neilpatel.com/blog/beginners-guide-to-landing-pages/.

♫ These are a few of my favorite fonts. . . . ♫

Pardon the singing. Fonts make me happy. Beautiful fonts that are free for COMMERCIAL USE (and can therefore be used for branding purposes!) make me very happy. They are unicorns among an Internet of font horses. So with no further ado, here are links to my top ten favorites (in no particular order) . . . .

1. Audrey

2. Learning Curve

3. Inflatable Flamingo

4. Abuget

5. Daybreak

6. Sugar Script

7. Quicksand

8. Priscilla Script

9. Playfair Display

10. Silhouetto Script

Happy downloading! Questions or comments? Just post in the Leave a Reply section down below.

Role of Branding in Business Plans

As a small business entrepreneur, you’ve probably had one or more of the following needs to prepare a business plan.  To:

  • Help start up a new business.
  • Get capital for an existing business to fund growth.
  • Recruit investors.
  • Obtain a grant.
  • Develop strategic alliances with potential partners.
  • Sell a company.
  • Expand into a new area of operation.
  • Attract employees.
  • Plan for the future.
  • Etc.

If so, you already know that most templates and discussions about appropriate content seem to contain similar advice. 

Being a bit different can help you stand out from the crowd.

For example, Indeed.com offers the following:

10 essential components of a business plan

Effective business plans must contain several key components that cover various aspects of a company’s goals. The most important parts of a business plan include:

  1. Executive summary
  2. Business description
  3. Market analysis and strategy
  4. Marketing and sales plan
  5. Competitive analysis
  6. Management and organization description
  7. Products and services description
  8. Operating plan
  9. Financial projection and needs
  10. Exhibits and appendices”

(See https://www.indeed.com/career-advice/career-development/parts-to-a-business-plan#  for more information.)

If you go to Wikipedia (https://en.wikipedia.org/wiki/Business_plan), you will find a very similar general outline, though with a few variations such as a separate subsection for the company Mission Statement.  However, I personally have not found that many of these discussions and templates have chosen to overtly incorporate a discussion about branding.

Frankly, mine have, and yours should!

Specifically, consider including a section labeled “Branding” that incorporates a discussion of the current status (showing any research done) as well as plans and expectations for the future.  These days, brand has a very real and monetary value.   I’m sure all of us have heard of someone buying another company “for the name” because the reputation associated with that entity has value in the marketplace.  These days, I believe you should think of brand similarly.

 Although I do believe brand can be appropriately included as a separate named section, you can also build your content into several of the sections traditionally included in most Business Plans.

For instance:

Business Description – Since your brand encompasses both your product and the services used to deliver that product, any Business Description will benefit by including a discussion of this kind.  Also, the process of defining your brand identifies your audience which, in turn, clearly suggests the needed distribution channels.

Market Analysis and Sales Plan – Your chosen niche within the marketplace is defined by the way in which you identify and communicate your brand.  By discussing your market in this way, your analysis will be more precise and your strategy will be more persuasive.

Competitive Analysis – A well-formed brand communicates the way in which you’ve chosen to differentiate yourself from others and highlight the sales advantages you’ve carved out for your operation.   If you try to write this section without incorporating your brand (i.e., who you are), a clear description of your competitors (those who share some of the same products and services) will not be possible.

Products and Services – This section generally includes additional details about the products and services provided by your company, so highlighting the qualities that distinguish them (i.e., their branding) is both appropriate and useful.  Also, a discussion of your brand can illustrate some of the “spin offs” that can evolve to take advantage of the existing audience of your brand.  Furthermore, part of the brand of your company is your underlying service philosophy and the standard of excellence you establish.  Such qualities are the ones that help create a corporate culture associated with your brand in the eyes of both your customers and your staff.

Operating Plan – In discussing the day-to-day operations of your company, including how you go about delivering your products and services to consumers (number of employees, equipment required, etc.), be sure to highlight the ways in which a strong, branded corporate culture supports those activities as well as describing any visual clues you might be using to help define yourself.  For example, will uniforms be required?  What kind of signage will support operations?  What form of communication will be put into place to set customer expectations and ensure smooth trouble-free operations?  If a separate section for Risk Factors is not included, that content might become part of this section, and the success and failures of your branding play a huge part.

Exhibits and Appendices – Among the typical exhibits you might find in the appendices are brief bios of key staff, organization charts, flow charts, etc.  Similarly, you should consider including any research done to support the success of your branding.  For example, results of a survey that suggest a high degree of name recognition within the community would be very useful as well as commentary from focus groups that suggest your brand has positive connotations.  I would also consider adding a page about your Brand Style Guide or perhaps a copy.  (See https://brandbuildingforsmallbusiness.com/2019/09/17/brand-basics-part-3-the-role-of-a-brand-style-guide/.)  Finally, your Brand Plan should be addressed similarly.  (An upcoming article will be devoted to the creation of this separate document.)

As these examples suggest, a company’s branding can play a part in virtually every section of your business plan.  When drafting a section, you just need to continuously remind yourself to consider whether some thoughts about the role of branding should play a part.  Nine times out of ten, the answer will be “yes,” though the references can range from the incidental to the extensive.

Clever Customer Service

Customer service comes in all shapes and sizes . . . from a cashier who smiles genuinely to a service tech that goes the extra mile to make sure everything is working for you just as intended to a clever little card enclosed with your purchase.  Enter Anker, a Chinese electronics company, and my new portable charger.  While I was sufficiently pleased with the charger, I was taken with their customer service insert.  A small business card in size that was folded in half . . .

Compact, concise, thoughtful, and thorough.  I was impressed enough to snap a few pictures and jot down a few words . . . to remember my dose of inspiration and perhaps extend the feeling to others.  Establish your objective, however ordinary, and challenge your thinking to be somewhat extraordinary in your path to achieve it. 

Press Release Generator – Identifying Your Content

So . . . you’ve sat down to write your press release . . . and you’re stuck getting started.

In an earlier article, we discussed Press Releases as Another Opportunity for Branding.  Specifically, we addressed some of the basic criteria needed to produce a successful PR piece, including discussions about:  Topics, Voice, Audience, Outlets, Format, Quotes and Photos, and Post-Submission Follow-up.  In a second article, we wrote a Press Release to Introduce Ourselves as Part of National Small Business Week (in 2020).

Nevertheless, we realize that many of you may still be sitting staring at a blank page after having crumpled up a dozen failed efforts.

In this article, I’m hoping to help you get started writing by encouraging you to identify and assemble the content you need to include to attract the attention of the media and (ultimately) your audience . . . while successfully communicating your message about your brand.

First, ask yourself whether your proposed topic is of general interest to the public and not simply a self-serving grab for attention.  If you are convinced you have the right kind of subject (i.e., a message that’s unique and has a potential impact upon others), then you need to gather up the specific details to include.

The 5 W’s (Who, What, When, Where, and Why . . . PLUS How)

Answer each of these questions in terms of your press release.

Who

Identify those individuals and/or organizations who are involved . . . as well as people likely to be affected by the outcome.  As you perform this step, consider possible prospects to provide you with a quote.  (In the case of a groundbreaking or Grand Opening, the “who” might be the founder of the business.   Or, perhaps the “who” is the individual behind a new product or key enhancement . . . as well as the consumers likely to benefit.  In the case of an employee being featured to acknowledge an award?, the “who” would be the recipient and maybe the judges (assuming they are well-known public figures).

What

This description should address the unique and special nature of the topic being publicized.  For an employee feature, the “what” might be the winner of an “Employee of the Month” contest and a discussion of the habits and accomplishments being recognized.  In other cases, your “what” could be the description of a new product or service, announcement of a Grand Opening or Employee Recognition Day, or perhaps the explanation of an award won by you.

When

The date and time associated with your topic should always be included.  While this piece of information is very obvious in some cases such as a Grand Opening, others might be a bit more ambiguous such as the anticipated date a new product or service will be introduced.  Occasionally, your “when” could be a timeframe such as “income tax season” or “early this summer,” etc.

Where

“Where” identifies the location in which the topic under discussion is taking place.  In a press release, inclusion of an actual address might be appropriate, but a more general reference such as “at the corporate headquarters” or “in Washington” or “at the satellite location of the store” would suffice to provide the reader with adequate context.

Why

This piece of information in very important because you are highlighting “why” the press release matters.  In some cases, the “why” gives you the opportunity to outline the criteria for an award while explaining the reason you were chosen as winner – one of the rare opportunities to be totally self-congratulatory in an acceptable objective way.  “Why” might be your opportunity to explain the reason a new product or enhancement matters to consumers.  “Why” could be the reason an “Employee of the Year” plaque is given, which offers you an opportunity to expand upon your company’s brand while highlighting the ways in which the recognized person embodies those desired characteristics . . . while also calling attention to the ways in which the consumer benefits.

How

“How” (like “why”) often gives you a bit more opportunity to expand upon the branding of your business.  This information can range from “how” the winner of an award was determined to “how” a company has elected to participate in some national holiday such as Small Business Week.  In crafting this piece of information, remain very sensitive to opportunities to highlight the company’s brand characteristics and the way those qualities made the “how” possible.

So, You Have Your 5 W’s . . .

So, you’ve dutifully filled in the blanks for each of those categories.  (Please note that we have provided a Word template with each of these components laid out to help make that process easier.)  Next, actually write down the two or three quotes you plan to use.  At least one of those sources will typically be from a high-ranking company official and the other should be a person with some recognizable expertise in the subject.  Similarly, one of the quotes should be devoted to the main theme of the press release while the other can merely mention the topic while making remarks that reinforce the general branding of the company.  If you can get a consumer to make a statement, that content can be very effective.  Government officials can also be useful, especially for items like awards and Grand Openings.

Next, locate or create any needed photographic artwork, being sure to supply an appropriate caption and perhaps citation.  If you do not have the necessary images, you can take the pictures.

The final preliminary content to highlight in this collection of information is the “branding boilerplate” language you want to include.  For instance, we chose the following message for our blog:

“Produced by two experienced communication professionals, Brand Building for Small Business is a blog that aims to provide practical, do-it-yourself advice about creating a brand identity from the bottom up.  Expect, simple, straightforward tips that can be executed by a single person or a small group on a very tight budget.”

As a result, we try to incorporate at least the substance of this message (if not the exact words) into any press release, knowing such content is the most likely to get cut by an editor.

Finding Your Lead . . . and Shuffling Content in Order of Importance

Now that you have assembled all of your content, you must begin to incorporate the elements into a cohesive story.  The first step is to identify your lead.  Specifically, read through the 5 W’s you’ve collected and decide which one is the most important.

For instance, “what” and “who” would probably be the elements you introduce first for an employee press release with “when” and “where” being secondary.  For example . . .

“The ABC company recently named Mrs. Mary Smith (your “who”) the “Employee of the month” (your “what”).  She will receive her official reward on June 14th (your “when”) at the annual company meeting at the ABC corporate headquarters (your “where”).  She is being recognized for outstanding customer service (“why”), which reflects ABC’s philosophy of putting the customer first (using this portion of the “why” to tie back very directly to the company’s branding statement).

Once this lead is in place, I’d include a paragraph of biographical detail about Mary’s background and history with ABC.  I’d add a quote from Mary about being surprised and honored as well as another from her supervisor about the reasons Mary is worthy and reflects those qualities that are part of the ABC brand.  Information about past recipients might also be included.

Finally, I’d explain the process of selecting the Employee of the Month (the “how” in this case), which could create a further branding opportunity by indicating the choice was made by fellow employees or perhaps the company’s customers.

Then, I would insert a paragraph that describes ABC and highlights some of the company’s accomplishments.  Within this section, I’d include the quote from the high-ranking company official that is pretty much exclusively about the organization.  (The inclusion of this statement will probably increase the chances of the company information surviving the final cut.)  Very often, a paragraph such as this one would reflect your company’s boilerplate.  If not, I’d incorporate that as part of my closing.

For this particular story, I’d be sure to include a photo of Mary and/or the award ceremony as well as photos of other quoted parties and perhaps an image of the ABC corporate headquarters (assuming the place is closely associated with the company and perhaps a bit iconic).

As I hope this one example above suggests, each collection of details will have an intrinsic order of importance that hopefully makes the progression of the press release both obvious and easy to write.  For instance, “what,” “when,” and “where” would probably be the lead of a “Grand Opening” with “who” being used to mention the dignitaries expected to attend. “Why” would almost certainly incorporate some statement about customer convenience that would provide a point of entry into a recap about branding.  An image of the new location would be essential.

For a press release about a new product, “what” and “when” would probably provide the essence of your lead with “who” being secondary unless a specific individual was instrumental in developing the new product.  Once again, “why” would provide an opportunity to expound upon branding and the ways in which customer needs were being better served.  The “how” in this case could talk about the process of development and perhaps incorporate some discussion about the ways in which customer feedback came into play.

As you can see, the 5 W’s are pretty much a part of any press release you’d choose to create.  By using these elements to gather and organize your content, your narrative will be half written – you’ll just need to figure out the correct order for presenting the information for maximum effect.  Generally speaking, most press releases will be less than 500 words, so taking this approach should be very useful in getting you close to a finished product.

To make sure no information is overlooked, we’ve created a template listing all the important components from this post to help you put together your content.  You will ALWAYS have some details to plug into each section.  Once gathered, the ultimate order will most often become fairly obvious.

 Note:  In a future article, we plan to create examples of simple common press releases such as the kinds mentioned in this article (i.e., Grand Opening, New Product Rollout, Employee of the Month Award, etc.).

Attention Small Business Owners: Yes, You Need a Web Site!

These days, every small business needs to find a suitable spot to launch an Internet site on the web.  You may think you are exempt because you:

  • Are already well-known in your community.
  • Deal exclusively in walk-in sales.
  • Have a procedure in place for responding quickly and effectively to customer needs.
  • Are very satisfied with your amount of year-over-year growth.
  • Have established a very hands-on identity as a brand that emphasizes personal service.

If this description fits you, I can understand that you might feel the web is unnecessary, but you are wrong.

NOT!!
DIY Small Business Owners do not have to become expert programmers or web site designers (i.e., masters of the content shown in the books above). Lots of user-friendly WYSIWYG (what you see is what you get) tools exist that can help you launch a simple site for your business.

Web Sites Come in a Variety of Sizes . . . and Can Be Complex or Simple

First, let me point out that contemporary web sites encompass a broad spectrum from the highly sophisticated ones that allow you to accomplish all aspects of a sale from presentation of the product/service to payment and follow-up  . . . to the simplest variations that exist primarily to establish an on-line presence.

Recently, the WordPress Newsletter published a story about “Building Single-Page Web Sites on WordPress.com.”  Frankly, seeing this article got me thinking that the time had come to post an entry on web sites for our blog because the development of your on-line presence creates an important vehicle for branding . . . while positioning you (should you someday choose) to consider taking advantage of Internet Sales.

As the pandemic of 2020 has taught us, small businesses must be prepared to adapt to changing circumstances, and on-line operations can provide a very useful alternative.  Assuming you are not ready to (or do not need to) take that plunge, having the beginnings of a web site can only help create that flexibility if and when the day arrives . . . and you’ll already be establishing some history that can be helpful at a later date.

Convinced . . . ?   Not Yet . . . ?

Frankly, most consumers fully expect every small business to have at least a basic Internet presence . . . and become suspicious about the solvency and reputation of a company that does not.  At a minimum, you can simply put together a small web site that could have your:

  • Name plus a photo of your operations.
  • A brief bio of you and your staff to attach a face to a name and a voice.
  • Contact information, including physical address (needed for people looking to ship items to you or customers looking to use a GPS); phone number; e-mail; and (preferably) an on-line form to submit questions/comments and collect e-mail addresses.
  • Directions to your physical location (ideally tying into existing mapping services).
  • Days and hours of operation.
  • A clear statement and reflection of your brand and those qualities you want associated with your business – being sure to stay within the parameters you established in your Style Guide.  (Click to access our article on that subject.) 

Remember, this first on-line impression will start to set the tone for your brand in people’s minds . . . so choose meaningful content indicative of whom you are!

How Do I Get Started?

WordPress can actually provide many tools for developing web sites of all kinds and degrees of complexity.  If you are just starting out, you really should check out that article mentioned earlier.  However, lots of alternatives exist.

Consider using an existing simple template.  Many web hosting services and software packages provide a wide variety of perfectly acceptable ones that are easy to use and appear fairly customized once your content and images have been added and fonts, colors, etc. have been adjusted to reflect those already chosen for your brand.  Also, those same sources frequently provide widgets (i.e., application programs that can be easily incorporated to handle basic tasks like forms or searches) that you might want to include on your simple site.

Still a bit too hands-on for your taste and comfort zone (even though the camera on your cell phone can be used to generate all of the artwork needed)?

Consider hiring a local vendor or even a college student to give you a hand . . . but don’t allow yourself to accept any excuse for inaction!

In building a basic web site that incorporates the items mentioned earlier in this article, you:

  • Provide a service to your existing and potential customers who search for you on the web.  (You’d be surprised by the web traffic your brick-and-mortar operation will generate.)
  • Have created a valuable opportunity to further define and promote your brand.
  • Gain a potentially useful tool for sales prospecting.
  • Feature a new method of interacting with your clients.
  • Get access to a platform that can be used to experiment with expanding your operation to encompass on-line sales.  (In 2020, many small business – including restaurants — displayed impressive agility in shifting focus – of necessity – in this direction.  “Take-Out anyone?”)
  • Can help customers engage in self-service 24/7, which can increase their satisfaction . . . while reducing your expenses.

Don’t Be Intimidated!

I was involved in building my first web site over 30 years go.  The world wide web was a relatively new phenomenon, and the Internet was just graduating from the world of Archie and Gopher servers at colleges used to give users a way of communicating.

Frankly, I was too dumb and the process was too new to me to be as intimidated as I should have been though – over time – I learned better . . . and grew suitably threatened by the task of developing a good, highly visible web presence.  (Besides, getting intimidated is always much easier as demands and expectations grow more sophisticated.)

While our early efforts were just “brochureware” and were hardly an important source for sales or the delivery of services, we accomplished some very important goals that served us well over time.  We positioned our company as one of the first to embrace the Internet, helping to create a brand that incorporated technical sophistication as part of our calling card.  As more and more operations embraced technology, became involved in web-based sales, began featuring on-line processing and service, and adopted paperless operations, this branding was extremely useful in defining our company as an innovative leader across several decades.

Remember, all beginnings lack polish so don’t be intimidated.  Regardless, your early efforts are sure to embarrass you at a later date.  (Need proof?  Just take a trip via the Internet Archive “Wayback Machine” in about five or ten years to see some of your early versions and compare them to the current. 

So, take a chance and take a plunge into the web but be sure to always keep your eyes focused ahead when defining your brand.  Try to incorporate who you are now but also who you want and expect to be tomorrow.  Your dreams and aspirations are as much a part of whom you are today as any current limitations that you plan to overcome along the way.

Note:  We plan to address higher-end, more complicated web sites in future articles.