|
White Paper
Enterprise Post-Click Marketing
by Scott Brinker, President & CTOion interactive1
How are landing pages for large organizations
- post-click marketing initiatives at the
enterprise level - different than landing
pages for anyone else?
The objective is the same, to provide a better experience when respondents click through from online advertising and email marketing, and to thereby increase the conversion rate and ROI.
Arguably, even the tactics and creative options for the design and content of the pages - the best practices that are usually written about the subject - are largely the same:To thrive and succeed, an . Maintain continuity from click to conversion.enterprise post- . Constantly test with innovation and iteration.click marketing . Segment respondents with conversion paths where applicable.program must be well-de?ned, . Speed and agility are critical.systematized, . Embrace the diversity of The Long Tail.and integrated . Optimize for ROI, but don't optimize away your brand.with the overall marketing engine. The big difference is behind the scenes. Enterprise landing pages have:
. More people involved in the lifecycle.. More complexity in the process.. More scale in the overall marketing portfolio.. More risk, both real and perceived.. More upside potential.
Although these aspects may seem tangential to most landing page best practices, these factors have an enormous impact on the implementation of such best practices in large organizations.
In an enterprise-scale environment, an under-the-radar, ad hoc approach to landing pages is almost guaranteed to underperform, because the absence of structured processes for post-click marketing robs them of attention, budget, and priority. To thrive and succeed, an enterprise post-click marketing program must be well-de?ned, systematized, and integrated with the overall marketing engine.
The goal is to to turn your size to your advantage.
Here are speci?c ways to make that happen, to help de?ne your ideal team and supporting infrastructure, and to address the challenges of enterprise post-click marketing on each of these 5 dimensions.2
More People
Call it the axiom of the org chart: the larger the company, the more people involved in an activity. Online marketing, however, is a particularly chaotic intersection of marketing managers, website managers, search specialists, product managers, business intelligence analysts, IT administrators, legal, and at least one ?oating contractor. Then you go up: your boss, your boss's boss, your dotted line boss, and probably a committee.
And that's just inside the organization. There are potentially a plethora of out-sourced vendors and agencies in the loop as well: a search agency, an ad agency, a brand agency, a web development ?rm, an email marketing company, a PR ?rm, a social marketing consultancy, etc. And across all of these constituencies, personnel are constantly in ?ux.
This large cast of players isn't a bad thing, per se. Online marketing is multidisciplinary, and as the centerpiece for almost every company's interface to the market these days, it's well deserving of the attention and input from these disparate groups.
To survive this juggling gauntlet of many hands, though, post-click marketing initiatives need to meet the requirements of each group - and leverage their talents and contributions - in an ef?cient and orderly fashion.
Here are 9 steps for incorporating post-click in online marketing with a large cast of players:3
1. Start by building recognition that post-click marketing is an important piece of your online marketing ecosystem: bring all the stakeholders and participants together to discuss the objectives, address their needs, and brainstorm ways to optimize the process. Competitive benchmarking can be a strong motivator to kick-start this. References such as the search marketing maturity model can help illustrate the interdependencies between the different participants in the online marketing ecosystem.
2. Of?cially assign responsibility for post-click marketing, either with the people running the pre-click campaigns (advertising, paid search, email) or with a dedicated post-click marketing manager. It needs to be a primary part of someone's job description, not something that gets tacked on to an already overloaded schedule (and thereby dr... [download for more]
|
