Messages for people

Personalising or ‘humanising’ marketing communications is a great way to support successful campaigns and improve return – though often (particularly in B2B marketing) more product-centric messages are used instead.
 

By understanding what motivates people, marketers can appeal to them on a more compelling level. A classic psychology model developed by Maslow in 1943 stated that people are motivated to achieve certain needs, in the following hierarchy: 

 

An example of how this could translate into B2B marketing messages would be:

• Self-actualisation  - We understand your unique traits and goals
• Esteem – We will help you become more successful
• Social – Join in with what (insert number) others are doing
• Safety –  Our solutions are low risk
• Physiological – Our product is guaranteed to work as described

Landing page conversion

Here are some fundamental practices for increasing the conversion rate (the number of leads generated) by specific landing pages. These suggestions are most relevant for paid search marketing, although depending on the nature of the website, some principals are relevant to organic pages too.

Build bespoke landing pages – in order to get the best results from paid search, having custom landing pages is an absolute must. Paid search ads allow you to qualify the visitors before they arrive at the website, so the pages should be set up to give them exactly what they’re looking for – fast.

Make content dynamic to the search query – making pages specific to the search query is proven to aid conversion rates. Web pages can instantly capture visitors' attention by serving content that matches the word or phrase that they typed, making them more likely to generate a click.

Channel the navigation options – well optimised landing pages should be set up with a goal in mind – perhaps a click through or a form fill. It therefore makes sense to make these navigation options prominent, bold and as easy to identify as possible.

Use location targeting – Based on IP address, tailoring the page copy to the geographical location of visitors is another means of increasing the relevancy of the content, and therefore the likelihood that the person will remain on the page, and make an interaction.

Conduct multi-variant testing – this is one of the most powerful tools for optimising content. Trying new things, and constantly refining page layout, content, offers, colours and any number of other variables, is a proven, measurable way to improve conversion rates.