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Buzz Blog.

Writing Tips for Improving Your Landing Page Copy

6/23/2022

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What is a Landing Page?

A landing page is a specific web page that stands alone. It is not your homepage. Your future customers “land” on this page (hence the title) when they are directed by your email or digital advertisement.

Landing page vs Home Page:

The major difference between your landing page and your homepage is that they are created with different purposes in mind.

Clairant Services marketing experts explain: 

The purpose of a website homepage is to set the stage for your startup - as an introduction. Your landing page purpose differs.
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The purpose of your click-through landing pages is to gather some information from potential customers and contacts by offering something of value to the customer. This could be a retail sales offer code or a download. 

Let’s delve further into the purpose of your landing page…​

What is the Purpose of a Landing Page?

A landing page has a singular focus. It sells an action.

It is important that you grab the attention of your potential customers and contacts through your landing page. 

Startup landing pages need to be directed to your target audience segment. 

Three key factors when choosing a target segment:
  1. Basic demographics: gander, age, marital status info helps you pinpoint your audience
  2. Geography location: city/state/zip code sales activity
  3. Affordability: financial ability of potential customers

To find your target audience you can use generated target audience surveys. 

Once your potential audience is discovered, you will need to grab the attention of your direct audience.

What are the Key Components of a Landing Page?

To grab the attention of your audience, you will need to include several components to your landing page.

Components of a landing page:
  1. Headline: Your landing page headline is the first thing that people will see. It is the big, bold type on top. It must be clear and strong, and it must quickly describe what the future customer will get (such as a sales offer) from visiting this page. Be clear. Be specific. Be interesting. 
  2. Give an offer: Your content marketing landing page should give your reader a specific gift that benefits them somehow. Describe this benefit. Break down the key components of this offer. Potential customers need to believe that they are getting an exciting offer from you that they can not get elsewhere.
  3. Provide details: Your landing page must provide clear details on the unique proposition you are offering your customers. Give details on your startup’s product and service along with links if you want to direct people to specific pages. 
  4. Visual content: Your product landing page should provide a “call to action” by catching your customers interest further with a unique video and high quality images. Customers tend to gravitate to visual presentations that are brief, creative, and show themselves in the scenario of benefiting from your product/service. Images for landing pages should be very high quality, exciting, and used sparingly. 
  5. Persuasive Reviews: Utilize the benefits of social media to illustrate how other customers have enjoyed your product and service. Links to reviews from popular review sites gives your startup trust value. 
  6. Last pitch and call to action: Wrap up your landing page with a solid closing argument for supporting your service/product. Keep it fresh and short. Finalize the pitch with a call to action. This can be a button or a form to gather contact info. Keep it exciting. ​
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What are the Types of Landing Pages?

Not all landing pages are the same. There are several types of landing pages and they serve different purposes for your startup. 

These key types of landing pages are:
  1. Squeeze page: Quick info with the intent of “squeezing” info out of your customer. Such as: email sign up lists, free downloads and trials. This type is used primarily to gather contact info -  and is also called an email capture landing page.
  2. Click though: This is a brief landing page with just enough info to get customers to click through to an offer. This is a simple and minimal page that is best for things like ebooks and whitepapers. 
  3. Long form landing page: This is a form of a letter used to explain every part of your offer. These are used for selling purposes for an audience that is willing to read a longer format. This landing page content section gives many details.
  4. Video landing page: This is a sales video landing page. The video presents the product or service information in a compelling and visual way. 
  5. Product page: This page gives detail on your product or service. It generally lives on your main website. It is easy to build on your website and helps with your site’s conversion rates.  ​

Writing Tips For A Great Landing Page

The literal writing of your landing page is important for keeping it competitive in today’s market. Luckily, there are many examples of landing pages online.

In general, customers these days have shorter attention spans, so the critical info needs to be compelling and brief. 

Some things to consider: 
  • Write as if the reader doesn’t know your brand
  • Keep things detailed and specific
  • Be relatable and personable, not just promotional
  • Stay on message
  • Be relatable

If you are wondering how to be more relatable with your landing page, just remember to show your customers that you are just like them. Be open about mistakes and concerns. Be personable by including examples. 

Be sure to keep your writing simple and short, and close with a “thank you” to your customer, as well. 

In closing, if you are still wondering how to write content for a landing page - don’t stress! You can find many landing page copywriting templates and website copy templates online. These templates can simplify the process for a startup by providing simple guidelines that can create effective landing pages. 
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In addition to this, hiring a marketing professional for your landing page marketing is a time-saving and effective way to know for sure that your pages will reap the most benefits. 

*Be sure to reach out to us at Clairant Services for further info - we are here to help you with all of your startup marketing needs!
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Ways to Generate Leads on Social Media

6/16/2022

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The Essentials Of Social Media Marketing

​These days, your “brand” is everything.

The power of social media marketing is astounding. It is the best way to build your brand and your customer base. This all begins with a branded content strategy. 

A true social media strategy comes down to three things: 
  1. Developing your profile
  2. Customer engagement
  3. Tracking and reporting

So how can you use social media and create a strategy to build your startup? Clairant Services, the experts in marketing for startups, explains:

Customer Insights Marketing

“The Best Vision is Insight”- Malcolm S Forbes.

Customer insights marketing helps you to build a solid base of customers for your startup. To do this, you need to understand your future customers' behaviors and needs. 

Customer insights interpret the current trends in your customer’s behavior. By using social media tools, you can uncover their underlying preferences. You can discover their existing frustrations. You can find out their clear wants and needs. 

This information will help you to increase your startup’s relevance with your customers and improve your product or service.

Steps to Strong Social Media

Social media marketing for startups involves many steps, and a diligent follow up. Solid content is key.
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  1. Interactive Social Media Posts: It is critical to engage with your customers in meaningful ways. Interacting with customers as they discuss you or your product can help you to generate more followers and future customers. This expands to new targeting customers. Social media lead machines (Facebook, Twitter, Instagram, LinkedIn) can help you find your customers in unique ways. For example, twitter allows companies to reach consumers with short, personal-feeling messages. 
  2. B2C Social Media Marketing: By focusing on community engagement and awareness, your company can build a strong, socially aware following. Social media for b2b lead generation utilizes smart posting on Facebook, Instagram, Twitter, and LinkedIn. This can build outbound lead generation.
  3. Tracking Valuable Insights: It is very important to Keep track of your customers’ critiques. This priceless info can help you adjust your product or service to their exact needs, Improvements are always necessary and welcomed by customers. Get to know your customers day social media posts. What are their posting habits and trends? 
  4. Competitor Keep-up: Successful companies learn from what users say about their competitors. You can do this with twitter competitive analysis. Consumers can discuss product opinions online by using generated opinion polls.
  5. Build Relationships: It is important to establish relationships with your users and social media influencers. Influencer collaboration is key to building relationships (and users!). There are so many ways to collaborate. You can combine forces with a strong brand or influencer in a way that is mutually beneficial. Paid collaboration on Instagram can improve your presence and grow your base. ​​
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How has social media marketing changed business lead generation?

Top level social media content strives for awareness engagement conversion. This involves researching your customers needs, establishing a relationship where you clearly show that you can beat the competitor at meeting their needs, and using engagement to generate loyalty with existing (and new) customers.

How to reach out to influencers?

Reaching out to a social media influencer is a great way to generate leads. It’s actually quite simple. The most effective way to reach an influencer is to send a direct social media message, or you can email directly to them that simply asks if they’d like to collaborate with your brand. Keep it simply and get straight to the point. 

You can also use tools on Amazon that allows an influencer to reach out directly to you to show if they are interested in collaborating.

Social Media Marketing Rules

Beyond just building leads - there is a social media etiquette of sorts. This helps you keep your followers. 

Essentially, you want your brand to model the kinds of behavior that you feel your company represents. Also, set an example of what you’d like from your social follower community. 

“Follow the 3 E’s: Engage, Educate, and Escalate”- Crains Detroit

In addition to this, you should set specific goals of engagement:

  1. Create valuable and interesting content
  2. Think before you post anything
  3. Check your facts 
  4. Provide solutions

As with anything in life, mistakes do happen. If you find that you’ve made an error in a post, simply and swiftly correct it. Damage control involves fast and honest action. Customers are forgiving.

Social Media Marketing Is Extremely Effective

In 2022, social media is woven into the fabric of who we are. More than 50% of all consumers engage with social media before making a purchase. 

Why is social media so attractive for consumers? 

Consumers can quickly make an easy, informed decision with minimal effort on their part. 
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Customers are greatly influenced by social media and influencers, so it is critical that a startup company keeps up! To do so, check out Clairant's social media services and get connected today!
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Writing Tips for Improving Your Emails' “Click-Through Rates"

6/9/2022

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​When it comes to emails, success is measured by click-through rates. The success of your email marketing strategy is measured by these numbers. 

Who clicked through? Why did they click though?

In 2022, email marketing is still the strongest overall return on your marketing campaign investment.

So how can you get the highest click through rates, and how can email marketing fuel your overall inbound strategy?

Clairant, a leader in startup marketing and an email marketing specialist, sheds some light on this.

Email Marketing Like A Pro

Email marketing is a very powerful tool. Startups everywhere want to know how to improve email marketing campaigns. 
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Success in email marketing all boils down to click through rates (CTR). These click throughs show what percentage of your email audience is actually interested in your product or service.
“CTR is the number of clicks that your ad receives 
divided by the number of times your ad is shown: 
clicks ÷ impressions = CTR. 
For example, if you had 5 clicks and 100 impressions, 
then your CTR would be 5%”
-Google.
An average CTR is about 7%. If your company’s CTR is below 7%, then your email marketing needs an overhaul and some improvements. 

If your CTR is 8-12% then your email marketing strategy is working well.

Measured and analyzed CTR helps you to more clearly understand your customers and their needs/desires. This in turn helps your startup not only meet the needs of your customers, it allows you to find ways to build that audience. 

Strong CTR equals strong business gains. 

So how can you improve your email marketing lead generation?

Ways To Improve Your Click Through Rate

A startup can improve their targeted email marketing strategies for their email marketing database by following some simple sales email tips.

Email like a boss tips:
  • Keep Your Content Relevant and Interesting: By focusing your emails on your reader and their needs, you can provide content that resonates well. Click throughs from creative prospecting emails are guaranteed when content is fresh, clear, and specific. 

  • Personalize Your Email: Your readers want to feel that you are speaking directly to them. Simply mentioning your reader's first name in the subject line of your email automatically personalizes your email and improves open rates. Personal details, preferences, recent purchases, and mutual connection mentions improve your CTR significantly.

  • Time Emails Well: Timing is everything, right? Statistically, readers tend to open emails during the week at a much higher rate than on weekends. Seems obvious. Good prospecting emails are timed well - 8am on a weekday is the perfect time for the best cold prospecting emails to gain the highest CTRs. Tuesday, Wednesday, or Thursdays are even better.

  • Keep It Simple: Emails with too much going on do not receive high CTRs. Simplify your message. One “call to action” per email is best. Focus on one solid topic to keep it less distracting. 

  • Keep It Short: Yes, it’s true. Our overall attention spans are shortening. So, keep your email marketing to a nice minimal length for the most effective prospecting emails. 200 words or less is a good rule to follow. People are busier than ever and inundated with far too much information, so long emails are often disregarded. This is true for your subject lines, too. The best subject lines for prospecting emails are short and simple.

  • FOMO and FOBO: The best sales prospecting emails have a hook. No one wants to miss out on a fabulous deal or miss out on a timed opportunity. Your sales pitch email should include a special timed deal. That is a great way for you to improve your CTR and see some real sales gains.

  • Color and Branding: Create your brand. Using branded color palettes and bright click through buttons is a great way for improving your CTR. Clean repeated graphics, logos, and specific font choices for your branding are ideal. 

  • Images and Videos: Images raise your CTRs significantly. Adding a nice video brings a fun personalized touch to your audience. Visual content draws attention now, more than ever. 

  • Keep it Organized: The use of subject headers keeps things organized throughout your email.  Pre-headers allow your readers a sneak peak into your email topics and special offers. This allows them to easily scan for what is interesting to them. Add a catchy “P.S.” as a nice closing for that last final potential draw. 
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  • Keep It Social: If you are wondering how to end a sales email, simply provide a way for your audience to connect with you. Add all of your social links, like: your website, Twitter feed, Instagram, Facebook page link, etc. This allows your readers an easy way to find your social “homes” for further research. Offer special deals for following you. ​
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Startup Solutions for CTRs and Email Marketing

There are many ways to get started on your email marketing strategy.
  • White label email marketing is an effective way to get started with your email marketing plan on your own when you are first starting out. Existing software platform emails can be “rebranded” to your company’s needs/colors/themes. You could also launch your own affiliate email marketing for extra gains. Mailchimp, Hubspot, Constant Contact, Salesforce emaill, and rapidmail software are popular for email marketing. Just remember, the CTR will not compete with a personalized campaign designed by a pro. 
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  • Leave it to the pros with a company like Clairant. They can help you strategize a professional marketing email plan that is guaranteed to improve your CTR. You define what your startup is looking to achieve, and they will do the work needed to get you there. It’s a simplified approach with assured results. Email marketing agency pricing is far less than you'd expect, and the gains are beyond worth it. Your marketing cloud email specialist will build your campaign for you, track and analyze your CTR, and more.

The Take-Away

​Upping your email game through a strategic email marketing campaign can give your startup a real boost in sales. 

How can email marketing improve sales?

It’s simple.
​Clicks = Potential Sales.

Email marketing will increase your startup’s sales at an affordable price. New email marketing tools will help your startup have the ability to reach existing and new customers more easily than ever before. 

A solid email marketing strategy will help you grow and reach your business goals. The connection with your targeted audience will improve through personalized emails that have high CTRs. 
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5 Reasons to Use A CRM System

6/1/2022

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Marketing is a significant aspect of brand building as it enables companies to connect with their target audience increasing consumer awareness of their products and services. Therefore, you need a solid Customer Relationship Management System (CRM) to promote your marketing strategy and have a considerable competitive advantage over your competitors. 
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Clariant Services offers its clients foundational marketing strategies that enable small businesses to grow and stand out in the competitive business world. CRM systems help you attract, manage and know your customers while supporting your business growth.

Types of CRM Systems

The three common types of CRM systems are:
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  1. Operational CRM System: It allows businesses to automate processes such as customer service, sales, and marketing.
  2. Collaborative CRM System: This CRM system enhances technology applications enabling stakeholders to access customers' data and work on acquiring and maintaining loyal customers.
  3. Analytical CRM System: This software allows businesses to collect and analyze customers 'data and use it for business forecasting.

Benefits of Using A CRM System

1. Increase Customer Retention

CRM systems allow customers' data to be shared across all departments making it easy to identify and solve problems among the customers. Addressing customers' issues promotes customer satisfaction, leading to consumer loyalty. 
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CRM systems improve customer service by managing and storing customers' vital information. This makes it easy for customer service agents to retrieve data. Good customer service creates and retains loyal customers.

2. Increase Communication

CRM systems make cooperation and communication flexible and convenient among team members. This encourages productivity and time management in marketing.

3. Increase Sales and Profits

CRM system helps you to streamline your sales processes. This, in return, increases sales and profits when your loyal customers keep coming back.

4. Improve Analytics

CRM systems have data analytic tools that help sort massive amounts of customers' data, making it readable and easy to process among the employees.

5. Improve Workflow

Using CRM software allows the automation of various tedious marketing tasks. This reduces repetitive and redundant tasks, allowing employees to focus on more strategic tasks.

See what the buzz is all about with Clairant.
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    Author

    Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.

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