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Jennifer Esty

Building a landing page can help you understand your business better

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Albert Einstein once said: “If you can’t explain it to a six year old, you don’t understand it yourself.”

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Essentially Einstein was just reminding us that if we really know our stuff, explaining it to people who matter shouldn’t be that difficult.

This is no less true in business than it is science. As marketers, it is our job to clearly communicate our organisation’s value proposition to our target audiences.

But too often we try to tell everyone everything all at once (check out your website for example).

How A Landing Page Can Help

Landing pages are a critical element of B2B marketing campaigns, and we have found that when we work with clients to create the content, agree the call to action, and assemble the right mix of creative assets, this process also has the interesting effect of helping clients realise what they actually need to convey to their audience.

A (truly effective) landing page should only have so much content, so many creative assets and one call to action that clients want their audience to complete.

The process of agreeing what should be included, and what shouldn’t, is a cathartic process that can help marketers focus on what really matters to their audience.

We often start a campaign by building the landing pages first. We do this even before agreeing what the paid media mix will look like, because the process more often than not changes what the client set out to say, and who they want to say it to.

It’s a process well worth investing time and attention to get it right. The rewards are higher conversions and messaging and content you can reuse across your marketing mix.

So remember, if you can’t explain it on a landing page, you probably don’t understand it yourself yet.

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    Is the B2B Buying Journey Really Changing?

    Jennifer Esty September 3, 2025

    The B2B buying journey is changing at a fast pace, and B2B marketers must evolve their brand’s digital footprint now or risk obscurity in this new world.

    Making the business case for digital transformation

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    Are you a B2B marketer trying to make the business case for digital transformation or investment?

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    My colleague Rob Stevens, has some great- and by great I mean practical and effective- advice on how to get buy-in from key budget holders.

    His short white paper focuses on a few key areas of digital marketing that can offer solid return on investment for B2B companies. It offers some practical tips and useful statistics for getting the budget you need to execute them.

    The paper also covers strategies for marketers in B2B companies who have previously engaged in similar activities and found they did not yield results that justified their costs.

    Download the paper here or get in touch with us directly.

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    Subscribe

      Is the B2B Buying Journey Really Changing?

      Jennifer Esty September 3, 2025

      The B2B buying journey is changing at a fast pace, and B2B marketers must evolve their brand’s digital footprint now or risk obscurity in this new world.

      Preparing for the Easter holiday: quick tips for B2B marketers

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      Easter weekend is nearly here, and you’re probably  looking forward to a few days of hot cross buns and chocolate eggs, but who is looking after your marketing while you’re away?

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      If you have an agency helping you out, you might not be too worried. However if you’re looking after it on your own or with a small team, some of whom are also on holiday, there are a few things you can do to make sure all the hard work of the past few months isn’t compromised by a week away.

      Using AdWords?

      If you have Google AdWords campaigns running, download the Google AdWords app (not AdWords Express).

      This handy app gives you top line campaign information including:

      • Stats
      • Bids and budgets
      • Real-time alerts and notifications
      • Call a Google expert
      • Act on suggestions to improve your campaigns

      Schedule content

      Not all of your potential customers will be on holiday, so don’t let your content go stale while you are away. You can schedule content for Twitter, Facebook, LinkedIn and other social media platforms. There are loads of tools you can use, including HootSuite, Sprout Social and TweetDeck. Check out this article by Capterra, complete with a handy comparison chart for more information.

      Using Facebook?

      With Facebook Pages Manager you can view and respond to comments and private messages from your phone (as well as see Page Insights) and the Facebook Adverts Manager allows you to edit your ads and budgets, get notifications of when ads are finishing and keep an eye on your spending.

      Still send emails

      Most email platforms will allow you to send emails scheduled for a specific time. Marketing automation platforms also allow you set up automatic email sends based on user behaviour. So you don’t need to stop your lead nurturing over the holidays or let potential leads go cold while you figure out what to do with all that leftover lamb (incidentally, the BBC do a nice list of recipes).

      Think about your website

      As with email most content management systems have an option to schedule content, so you don’t have to leave your Happy Easter message on your website until the 11th of April. Nothing screams ‘I’ve gone on holiday and don’t care about you right now’ like outdated seasonal content. If your website CMS doesn’t have a schedule function, consider putting your best performing content on the homepage while you’re away, or at least don’t leave up information about an out of date event (or a picture of an Easter egg) during your break.

      Check with your Sales team

      Finally, just before you leave, make sure there is a plan in place to deal with inbound leads. If you have a small sales team who are also on holiday, make sure someone will be monitoring the group email address and you have an answer service in place so the phone doesn’t go unanswered.

      Happy Easter!

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        Is the B2B Buying Journey Really Changing?

        Jennifer Esty September 3, 2025

        The B2B buying journey is changing at a fast pace, and B2B marketers must evolve their brand’s digital footprint now or risk obscurity in this new world.

        Improve Your B2B Digital Marketing in Your Lunch Hour

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        Make this Monday’s lunch hour count.

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        Download our guide and take some simple, practical steps towards improving your digital marketing in your lunch hour.

        Includes tips on Google My Business, paid search, competitor research, LinkedIn and mobile that anyone can implement.

        Got your sandwich? Start reading.

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        Subscribe

          Is the B2B Buying Journey Really Changing?

          Jennifer Esty September 3, 2025

          The B2B buying journey is changing at a fast pace, and B2B marketers must evolve their brand’s digital footprint now or risk obscurity in this new world.

          Google yourself and your company – It’s Friday afternoon!

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          It’s Friday afternoon, so make yourself a cup of tea and Google yourself- and your company.

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          Why?

          Narcissism aside, it’s a good idea to find out how you and your company look to potential customers Googling you for the first time.

          First, make sure you use an incognito window so you won’t see personalised results- a better simulation of what potential customers will see if they haven’t previously visited your website. (In most browsers, just click the top right hand menu and choose ‘New incognito window.)

          What are you looking for?

          Let’s start with you. Depending on how unique your name is, it might be more likely that a lead will Google your name plus your company. Try that- does your LinkedIn profile come up? If it doesn’t, update your profile immediately (this definitely counts as work in case anyone spots you) and make sure your most recent experience reflects the company you work for and the relevant responsibilities that a potential customer would be interested in.

          Keeping in mind this can can sometimes signal to an employer that you’re looking for a new job (not to mention attracting unwanted attention from recruitment agents), consider warning your manager first and/or selecting No for ‘Notify your network’ on the right hand side of your profile page.

          Now to Google your company.

          Here’s a quick checklist:

          1. How does your site rank for your branded search (i.e. searching your company name)?
          2. Are any of your competitors running paid ads against the search?
          3. Are sitelinks displayed? (Sitelinks are navigation links into specific parts of your site, i.e. your products or services.)
          4. Can you see phone and address information?
          5. Can you see your social media links?
          6. Look at your My Google Business listing, has someone from your organisation claimed it? If yes, does it accurately reflect your business information, does it include photos of your business? Opening hours? Reviews?

          What next?

          If all looks in order, then congratulate yourself (or your marketing team) on a job well done and consider taking yourself off to the pub early.

          If not, make it your priority on Monday morning to sort out the above. And as always, if you need help or expert advice, feel free to get in touch on 01189 485 766 or join us for one of our Digital Transformation events.

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            Is the B2B Buying Journey Really Changing?

            Jennifer Esty September 3, 2025

            The B2B buying journey is changing at a fast pace, and B2B marketers must evolve their brand’s digital footprint now or risk obscurity in this new world.

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