WTF: Outreach, Landing Pages & Bananas (1)
When you do any kind of outreach, be it an ad or a guest post, you are creating content for the specific purpose of bringing people into your website; there are two components to this process:
- The copy
- The landing page
The wrong way
The typical approach would be to create an ad and just send them to your front page. So for example if you were a Banana seller – you might run an ad along the lines of:
We are banana sellers
We have awesome bananas.
Why is this wrong?
If you make your content too generic & try to hit as many people as possible, you’re going to become invisible. There are a million banana sellers out there so your copy has to be more than just “we sell bananas.”
Demographics = Relevancy
The narrower you make your target audience, the more relevant and resonant you become. Every platform should offer a decent set of demographics; just by using one of them you can make your ad a little more relevant:
Are you a man? Do you like Bananas?
We have awesome bananas for awesome men
Relevancy & Reason FTW!
L.A based V.P of H.R who loves shoes?
Read how bananas prevent blisters
The Landing page
Of course, the success of this campaign is not driven by how many people click through on the ad – it is driven by how many people become new clients or customers, and that element is totally determined by the design of the page they arrive on. More on that next week!
If you’d like help setting up a creative outreach campaign, reply to this email and book a session!