Successful Inbound Marketing/Lead Generation requires copy that engages visitors, establishes credibility and relevance, and does it all within a matter of seconds. And though there is no formula for great copy, there are several best practices that can really help your campaign shine.
Though lead-generating content takes many different forms, we’ll focus on the two digital heavy-hitters: emails and landing pages.
From a writing standpoint, emails can be broken down into 4 bite-size pieces: Subject and preheader lines
We'll deconstruct the following email to showcase the importance of these 4 email components -
Subject lines: Subject lines are an extremely important component. In fact,33% of email recipients open emails based on subject line alone.1 That's why these lines of copy need to be clear and straight to the point. Let the reader know exactly what they are getting into.
Preheader: The preheader is a small line of copy that follows the subject line and is typically visible, depending on the device it is being viewed on.
Take a look at the visual below to see how the subject and preheader look in your email inbox:
The subject line is the first line and the preheader is below. For this email, both our subject line and our preheader were the same; however, this won't always be the case.
Headlines: Your headline should always be at the top of the email and need to be bold and grab attention by addressing the benefit or pain point you are selling/solving. Don’t be afraid to get creative with this either.
As you can see, our headline states, "PUSH 22 goes bigger and bolder with its latest website."
We used bold text and eye catching colors to ensure the email was visually appealing, easy to digest, and to encourage viewers to keep reading on.
Body copy: This copy in an email should give a brief explanation of the offer highlights: faster delivery, superior quality, etc. It can be tempting to say everything you want your potential lead to know right in the email, but REMEMBER these are meant to entice, not sell.
Calls-to-actions (CTAs): CTAs are (in this copywriter’s opinion anyway) the most vital component of lead generating emails. They drive the traffic and are ultimately responsible for leading your prospect down the path to a sale. Keep CTAs short and almost as a knee-jerk reaction to what is being read.
And when both the body copy and CTA are into an email, it can look like this:
Powerhouse Landing Pages
Now that your email has done the job of enticing the reader to learn more, the landing page needs to focus on getting them to fill out the form and complete the process of becoming a lead.
Landing pages can be broken down into three sections: Headlines Body copy Forms
We'll deconstruct the following landing page -
Headline: The headline on your landing page should be a strong call to download the offer. Say it straight so it’s clear what the download is.
We used, "Get ready for 2015 with a free, 30-minute marketing assessment"
Body copy: Your landing page body copy needs to be more elaborate than the body copy for the email. Restate and emphasize your offer’s value. As most readers tend to scan pages, add bullet points to make body copy easier to consume.
Form: The landing page form is meant to help generate leads and identify where your leads are in the buyers journey. You can ask users to fill out various portions of the fields but only make the fields needed for your sales/marketing teams required. You don't want to turn off potential leads by requiring them to fill out numerous fields that are necessarily applicable for the download offered.