dangletech

My last posting included some thoughts on how companies could be enjoying better success with their paid search programs by following some best practices in landing page design.

For this post I’d like to focus on what happens after the prospect has completed the registration form on the landing page and clicked “Submit”?

Many companies seem to think that all they need to do is the bare minimum to respond efficiently to the prospects request.

First they throw up a short thank you page stating “The whitepaper that you requested has been sent to the email address you provided.” Then they follow up with a simple email, “Dear John, the whitepaper you requested is attached, thank you for you interest in XYZ company.”

Apart from lacking creativity, this completely overlooks on two great selling opportunities.

Your thank you page and associated email confirmation message provide two additional prospect touch points that you should leverage to your advantage. They both represent perfect opportunities for some online selling - to a prospect that’s already entered into a dialogue with you by completing a registration form.

So, don’t just inform them how they’re going to receive the content they’ve requested. Take the opportunity to offer them access to other value added content, so they can become more engaged with your service or product offering.

How do you do this? There are all sorts of ways:
    Offer them access to your complete whitepaper library - in exchange for additional contact information
    Offer them access to an online demo - again, in exchange for additional contact information
    Provide them with links to web site content that’s relevant to their original search term
    Offer them a personal one-to-one demo over Webex, in exchange for more contact details
    Offer them access to your complete case study library, again (you guessed it) in exchange for some more contact information
    Provide them with access to an email newsletter sign up

The bottom line is clear. Once your landing page visitor has shown a willingness to provide their contact information in exchange for some value-added collateral, the dialogue has started. All you have to do is be a little creative and take advantage of the selling opportunity that this represents.

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Sean O’Donovan is the owner of FunnelBuilders, an internet marketing consultancy that helps technology organizations develop and implement post-click marketing strategies that generate actionable in-bound sales leads -www.funnelbuilders.com