How Landing Pages Can Fuel Company Growth With Tas Bober

Summary

In this engaging episode, the host welcomes Tess, a marketing consultant with a rich background in B2B marketing and digital strategy. Having transitioned from in-house roles to running her own consultancy, Tess shares her journey and insights into the power of niche marketing, especially focusing on landing page optimization to enhance overall website strategy. She emphasizes the significance of data-driven decisions in marketing and the importance of supporting your brand on LinkedIn through active engagement and content creation. Tess also provides valuable advice for those looking to establish a strong presence on LinkedIn, highlighting the impact of authenticity and strategic content on business growth.

Takeaways

• 👩‍💼 Tess transitioned from working in-house at B2B marketing companies to running her own consultancy focused on landing page optimization and website strategy.
• 🎯 Landing pages are treated as a sandbox to inform the entire website strategy, using data-driven insights from traffic and user interactions.
• 📈 Tess developed frameworks like the 'Primary Manifestor' to structure landing pages effectively, covering key elements like the problem, target audience, features, and social proof.
• 🔄 Landing pages allow for testing and iterating website content based on real data, rather than relying solely on stakeholder opinions.
• 📊 Tess advocates for a 'Platform to Pipeline' reporting approach, analyzing both on-platform metrics and downstream pipeline/revenue metrics.
• 🤝 Building genuine relationships on LinkedIn without an agenda, by providing value through comments and DMs, has been crucial for her business growth.
• ⏳ Tess is disciplined about the time spent engaging on LinkedIn, allocating specific windows and focusing on specific connections.
• 😂 Injecting personality and humor in comments helps stand out from robotic/'cringey' content on LinkedIn.
• 🎯 For new content creators, defining clear content pillars/niches and sticking to them is recommended, instead of posting haphazardly.
• 🌟 Consistently creating content, despite potential initial criticism, can build valuable brand equity and open up future opportunities.

Q & A

What is Tessa's background and professional experience?

According to the script, Tessa has worked in B2B marketing for the last 15 years, with 99% of her career being in-house. Over the last six months, she has been running her own consultancy.

What services does Tessa offer through her consultancy?

Tessa's consultancy focuses on treating landing pages as a sandbox to inform an entire website strategy. By analyzing how users interact with landing pages, she helps clients optimize their homepage, product pages, demo pages, and pricing pages based on data-driven insights.

What is Tessa's methodology for using landing pages to inform website strategy?

Tessa has developed a framework called the 'primary manifestor,' which involves creating a landing page that tells users why a product was built, for whom, what the outcomes are, key features, and why they should trust the company. This landing page acts as a testing ground to gather data on what resonates with users, which can then be used to update the main website.

How does Tessa's approach help clients make informed decisions about their website?

By using a data-driven approach based on landing page performance, Tessa can provide concrete evidence to support website updates, rather than relying on stakeholder opinions alone. This helps clients make decisions backed by user data, rather than just adding to the opinion pile.

How does Tessa measure the success of her landing page and website optimization efforts?

Tessa employs a 'platform to pipeline' reporting system, which looks at both on-stage metrics (impressions, clicks, conversion rates) and pipeline metrics (meetings, ICP percentage, opportunities, pipeline, and closed revenue). This holistic approach helps identify what's working and what needs improvement.

What role does LinkedIn play in Tessa's consultancy business?

According to Tessa, about 70% of her business comes from her posting on LinkedIn, while the remaining 30% comes from referrals. Building a presence on LinkedIn has been highly impactful for her in attracting clients and growing her consultancy.

How does Tessa approach content creation and engagement on LinkedIn?

Tessa focuses on creating high-quality, visually appealing content that provides value to her audience. She spends time creating graphics and representations of her ideas, even if it takes a few hours per post. She also engages with her network by commenting and having fun while maintaining a professional tone in her posts.

What advice does Tessa have for someone starting out on LinkedIn or creating content?

Tessa advises identifying clear content pillars or topics to focus on, rather than posting random, disjointed content. She also recommends niching down to a specific area of expertise. Additionally, she encourages being brave and putting yourself out there, as creating content is an act of leaving a legacy and building brand equity.

How can Tessa's approach to landing pages and website optimization benefit businesses?

Tessa's methodology can help businesses create a cohesive, user-centric website experience by using data-driven insights from landing pages. This can lead to improved website performance, better user engagement, and potentially increased conversions and revenue.

What platforms or channels does Tessa consider for content creation beyond LinkedIn?

While Tessa primarily focuses on LinkedIn, she mentions considering creating evergreen video content on YouTube, as it can be optimized for SEO and serve as a reference point for her frameworks and ideas.