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