It can be super frustrating when you get little to no people signing up for a free downloadable resource you have just created.
Although it can be tempting to change the web design first - it is important that you <u>look at your copy</u>.
1. Ensure your landing page and promotional social media & advertising copy is speaking to <u><strong>one specific person that is seeking one specific solution.</strong></u>
You are looking for a step by step fill-in-the-blank template to hand to your team member to create your social media strategy plan.
Maybe you are just starting out in business or wanting an easy to use template for your team member to create your content strategy plan.
The copy is more likely to convert as it is relevant to one specific person's problems.
2. Use terminology that relates to your target persona (avoid using jargon they may not understand at this stage)
Take a look at your copy and assess whether it is targeted to one person.
For example, you help people improve their wellbeing with mindfulness - you work with people privately and you also work with employees at large organisations. Although how you support is very similar, you have two personas with two different goals needing a different marketing strategy.
1) HR with the goal of improving employee engagement and decreasing sick days.
2) A person who would like help to relax and unwind after a busy day at work.
By mixing 'improving employee engagement' and 'helping you relax and unwind after a day at work' can be confusing for the reader which leads to a low conversion rate on your landing page.
Edit your landing page so it is targeted to one persona - you may also want to start create another landing page targeted at your other persona.
Before publishing your landing page, ensure your copy answers the following questions:
- Is your free download positioned to be the solution for one person's problems?
- Are you sharing how your resource will help them over listing features?
- Are you using the right terminology?
Considerations for strategy It’s generally believed that you should describe what you’re selling from the customer’s viewpoint. In other words, explain what problems your product or service can help solve. That may be true for your site, or it may not; this is a rich area for testing. In general, you can describe your VIA as: Features – a list of cool things about your product or service Benefits – how the features will help your visitor Pain points – how the features will help your visitor avoid misery Try different approaches to see what works with your audience. It’s important to test which attributes you highlight, how many you show, and how you describe them. Considerations for design Make sure the list of attributes doesn’t distract from the CTA. friendly.