Borenstein Group

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Case Studies

3 Effective Examples of 2019 B2B Landing Pages Show Simplicity & Minimalism Rule

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A 2019 landing page is a webpage that drives conversions for a company. It should be simple and visually appealing. B2B organizations can benefit greatly from having well-designed landing pages. Minimalism is the latest trend in landing page design, as well as keeping content short. Here are examples of some of the best B2B landing pages of 2019.

  1. Unbounce

Unbounce produces landing pages, so it makes sense that they would have effective ones of their own. One of their landing pages promotes their free ebook, 12 Proven Ways to Convert with Overlays. You are drawn immediately to the page with its informative and effective headline. This landing page was featured in IMPACT’s “42 Best Landing Page Examples for Lead Generation in 2019” list. The simple page concisely explains the benefits of downloading this free ebook. The page draws on social proof in the form of company logos. This builds trust for the viewer since they know the product is used by other businesses. There is also social proof through a testimonial, again building trust for the potential customer. Its catchy and colorful call-to-action button also make this page successful.

  1. Upwork

Upwork’s landing page was featured in Taboola’s list of “12 of the Best Landing Page Design Examples to Learn From.” Upwork’s straightforward headline tells you exactly what the company offers, “Get it done with a freelancer.” This landing page draws on social proof through company logos, building trust for website visitors by letting them know that Upwork is a solution relied on by major companies. The green call-to-action button is also eye-catching and does not require personal information from the visitor, unlike most landing pages.

  1. Dropbox

Simplicity is key in effective landing page design, and no example shows this better than the Dropbox for Android landing page. This landing page was included in Crazy Egg’s “23 Effective Landing Page Design Examples That Convert” list. Its minimalist design draws attention to the colorful call-to-action button. It only has one call-to-action on the page, minimizing the distractions for visitors. The image on the page showcases the app itself, giving viewers a chance to preview the app before taking the dive and downloading it themselves.

3 Effective Examples of 2019 B2B Landing Pages Show Simplicity & Minimalism Rule - Borenstein Group - Washington DC

Overall, B2B landing pages need catchy headlines, compelling call-to-action buttons, and simple designs. Need help launching your next landing page? Contact the Borenstein Group, top marketing agency, for all of your web development, marketing, and branding needs.

 

 

4 Essential Tactics to Ensure Visibility on the Newly Modified Google AdWords (SEM)

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On April 14th, Google has altered the way in which ads are displayed in the search results. Due to this, the visibility of an ad is dependent on the position and the ad format. These ads display relevant information such as address, phone number, and business hours. Google has also changed how the ads look by removing one column of useable space. This means businesses have less space to advertise and must compete for visibility.

In today’s world, having visibility on Google is crucial for any business. Google’s recent changes to their ad settings will directly affect small businesses. For a business to succeed with Google ads, they must have high quality, professionally designed ads that receive more clicks than other ads. How can you ensure visibility on Google with the increasing competition and exclusivity of Google ads? Borenstein Group recommends 4 essential tactics to ensure visibility on Google that will help combat these changes, increase quality competition, and bring the exclusive advantage to you, the customer.

The first essential tactic is quality. A higher quality ad generates more views and in a way, becomes more popular. Google places ads based on their “quality score.” Make yours high. Focus on relevant keywords instead of ‘keyword packing.’ Put high priority on relevancy and specificity, and you’ll be more likely to see a higher rank for quality. Every impression counts, so make yours a good one.

Second, localize. It is all about locations. Google has included maps in their ranking factors. This provides businesses with the opportunity to target people based on locality–take advantage of it. Ads will now show up on maps, and your ad will not show up anywhere without your location.

Third, mobilize your ads. The most recent Google change only impacts desktop searches. Desktop is important, but mobile searches are dominating the market more and more. If you want increased visibility, make sure your ads are mobile friendly. If you are not focusing on mobile, analyze your strategy and make mobile part of your future.

Fourth, explore new strategies. Google Ads are not the only way to be seen. Ads should be a part of your strategy, but not the whole thing. The best way to increase visibility while being cost-effective is improving your SEO efforts. If you have a strong SEO strategy, your ads will get high ratings on Google. Your SEO efforts should mirror your Google Ads strategy- increase quality, localize, and mobilize.

We hope these tips help you navigate the new ad changes. It is crucial to stay on top of new changes and trends, especially with search engines. And remember, it’s always best to ask for help from professionals to achieve success and avoid common pitfalls.

 

 

 

Top 10 Digital Branding, PR & Marketing Trends For 2016

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What are the top marketing trends to watch for in 2016 that will impact your company? Borenstein Group’s insights for corporate marketers.

  1. Facebook Video is Now King

YouTube’s video app has had the second most unique visitors year over year with only Facebook ranking higher. With YouTube acting as the undisputed king of online video and Facebook beefing up its own video platform, 2016 is poised for brands ready to commit to  this mobile video marketing trend.

  1. 5 Seconds is all You’ve Got!

Analytics Research shows that when it comes to mobile video advertising, if you don’t catch the attention of the viewer in the first 5 seconds, you can forget about it as engagement drops dramatically. Whether it’s humor, drama, or shock value – the premium for higher results is what happens in the first five seconds.

  1. Marketing Automation Matures

As marketing automation platforms mature and collect big data, marketers will struggle to make data into actionable information to make intelligent decisions. The platforms are not the solution, they are the tool to make better decisions for both demand generation and customer experience.

  1. Shared Economy Drives Greater Opportunities

The notion that even affluent customers are looking to make extra bucks is revolutionizing the concept of social sharing in the information space. Additionally, physical transactions such as transportation, hotel rentals, driving your own car and sharing resources like knowledge communities are rampant in digital-first startups and grown-ups like Uber, Lyft, Airbnb and Tinder.

  1. Privacy is the New Piracy

After experiencing cyber security attacks and stolen data in virtually every organization, from banks to the white house to the military, data piracy will become a major concern for non-Millennials, who inherently trust mobile-first, as new collaborative platforms such as e-healthcare records, accounting online service providers, and other Software-as-Service companies will be trusted with your utmost secrets. Who you can trust will become a branding issue, not a cyber security issue.

  1. B2B Digital will Become Consumerized

From both a design and content perspective, Customer Experience (CX) and User Interface (UI) on your desktop, tablet or smart phone, have been initially-owned by impulse-based B2C advertising to consumer brands. In 2016, as B2B corporate buyers now use the same devices (BYOD) for work, they expect their B2B suppliers, vendors, and partners to match their consumer experience and demands for speed, responsiveness, and ease of use even with the most complex B2B enterprise software systems. The divide between what’s right for B2B and B2C will diminish by default of the standardization of the devices being used.

  1. Who’s Da Boss? It Might be a ‘bot.

As marketing and CRM platforms automate workflow of tasks, many marketers will find themselves reporting to a robotic system rather than a human being. The danger zone will be amplified as companies struggle to identify when a human needs to be involved, like when to send a tweet or determine the timing of a campaign based on market research data.

  1. Your Brand Reputation Isn’t an Algorithm

Online reputation management will transform from predominately robotic SEO that matches up with the latest Google algorithm for ranking your favorable mentions, to shifting to value-added authoritative content that is shared with third-party validated media platforms, not your old-school wire releases alone.

  1. Authenticity & Anonymity in Product & Employer Reviews

As 2015 has come to a close, giants like Amazon are experiencing the backlash and responding with adding ‘VERIFIED PURCHASE’ to their product reviews as trust has dramatically eroded in the authenticity of product promotions versus genuine reviews. That struggle will be accentuated as employer review sites will face the same issue of verifying the authenticity of company reviews. Until now, they had little to no consequences. However, the threat of litigation will force them to do something, and the pressure to generate advertising revenue will result in more paid sponsorship and paid reviews which will further erode consumer confidence in the trusted brands.

  1. It’s Not You, It’s Your Phone!

With GPS-enabled apps such as Google Maps and Waze, which enable your smart phone to pinpoint your location at all times, advertisers will create new WAZE to remind and reward you for stopping by their store. Already in action, loyalty coupons beamed to your smart phone will become the new way to get your business, and eventually replace the old coupon clipping routine.

About the Author: Mr. Gal Borenstein is a recognized expert and strategist in digital branding, marketing trends, social media, advertising, online reputation management and public relations matters. He is the founder and CEO of the Borenstein Group, a top digital branding and marketing communications firm in the Washington DC metropolitan area that serves clients locally and globally. He is the author of new business leadership book, ACTIVATE! How to Power Up Your Brand to Dominate Your Market, Crush Your Competition & Win in the Digital Age, available in premiere bookstores and on Amazon, Barnes & Nobles and Apple’s iBooks. Gal has published his first business leadership book What Really Counts for CEOs in 2009. Since then, Borenstein has been featured as a guest commentator on CNN and Fox Business News on strategic marketing trends and branding issues, as well as, been one of the top digital branding content contributors to influential business leadership social media networks such as LinkedIn, PR Week’s The Hub, Advertising Age’s BtoB magazine, HR.Com, Smart CEO Magazine, DuctTapeMarketing.com and others. He can be reached at 703-385-8178×28 or email at gal@borensteingroup.com or @galborenstein on Twitter.

Another article about digital trends with Gal Borenstein- http://www.itbusiness.ca/blog/3-cmo-trends-for-2016-show-how-digital-disruption-is-evolving/63828