As a B2B marketer who loves technology, I’m always looking for new ways to reach my target audience and make their online experiences as consistent and enjoyable as possible.
As marketers, we sometimes get so wrapped up in the messaging that we lose sight of the delivery channels. These include emails, landing pages, web pages, social media, and more. We end up with great messaging and poor delivery.
When developing our marketing strategy, we mustn’t forget about the technologies behind each channel we’ve selected and how we can use those to our advantage.
Marketing emails are often created with an email marketing service provider such as MailChimp and Constant Contact, or through a marketing automation tool like Marketo or Pardot. We typically use branded email templates with links to landing pages, blogs, webpages, etc., but not all templates are created the equal.
Many email templates look great at full size, but don’t respond well or at all to different screen sizes/devices. This is where CSS and HTML play a huge role in the delivery of your marketing messages. If the recipient of your email can’t read your email, they certainly won’t click through.
Working with your internal design team or perhaps an outside agency to create responsive email templates will help to ensure a higher click through rate (CTR) and overall positive brand experience for your email recipients.
- Landing Pages and Thank You Pages
Are your landing pages mobile friendly? Is it easy for the visitor to complete the form?
If you haven’t implemented a responsive landing page template or a mobile specific site (m.yourcompany.com) your email recipient who clicked through to your site will now be faced with a decision: 1) Attempt to navigate the landing page, zoom in, scroll side-to-side, and complete the registration form, or 2) Leave.
The majority will leave; in fact, 60-90% of landing page visitors will leave1. Not only will you lose potential customers, but it’s also damaging to your brand’s value.
Implementing responsive landing page templates ensures that your prospective customers can quickly consume the information on the page, easily complete the registration/contact form, and become a lead in your database.
- Social Media
We can’t forget about the user experience for social media posts. Organizations will sometimes block social media sites on the company network, so employees access these sites via their smart phone or other mobile devices. Marketers often post links to various online resources, but fail to recognize on what type of device their message is being consumed.
Sites like Twitter, LinkedIn and Facebook have mobile apps, as well as mobile optimized sites, so your messages will display properly in their environment, but when someone clicks on your link, they leave that site/app and are redirected to your landing page. The user should have the same positive experience on your landing page, as they do within the social media site/app.
It’s not easy to predict online visitor behavior or when someone will complete a registration form vs bouncing. As tech marketers, we must provide positive online experiences by leveraging modern technologies in each channel. In doing so, we increase our click through rates, conversion rates, brand perception, retention rates, and ultimately our bottom line.