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Strategy

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

January 18, 2019 by Gal Borenstein Leave a Comment

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.

 

 

Filed Under: Borenstein Group News, Case Studies, Industry News, Press Release, Strategy

Chief Marketer 200 Recognizes Borenstein Group as one of America’s Top B2B Digital Marketing Agencies for 2018

December 6, 2017 by Gal Borenstein Leave a Comment

Washington, DC – December 6th, 2018– Chief Marketer, a leading publisher of content for Fortune 1000 marketers, today unveiled the Chief Marketer 200. It is the world’s first and only comprehensive editorial list of the best non-advertising agencies. The CM200 features editorial listings and coverage of agencies spanning 11 categories, including Experiential, Sports & Entertainment, Promotion, Retail/Shopper, Digital/Content, Social Media, Design and Innovation, B2B Demand Gen, B2B Brand Engagement Marketing, B2B Experiential Marketing and Martech.

In its review announcement, Chief Marketer stated about Borenstein Group: “From the nation’s capital comes one of the only 100-percent B2B digital branding agencies. The shop hangs its hat on creating brand chemistry born out of “creativity bonding with strategy” and is focused on offering B2B campaigns anchored in research and communications. Digital capabilities span website design and development, user experience and planning, microsites and digital sales development, webinars and SEO/SEM.”

Mr. Gal Borenstein, President and CEO of Borenstein Group, noted, “We are very proud to represent excellence and data-driven creativity in the B2B marketing space. Moreover, we are delighted to represent Northern Virginia and the Washington DC metro region as one of the only agencies that made the cut.”

“The marketing landscape has changed dramatically in the past decade. Advertising is no longer driving the rest of the marketing mix,” says Jessica Heasley, Content Director at Chief Marketer. “Non-advertising spending is on the rise because it speaks to the wants and needs of today’s customers.  The Chief Marketer 200 helps marketing professionals navigate

this vibrant and fast-moving community of agencies and gives them insights to seek out the right partners for their brands.”

Chief Marketer’s editors accepted submissions from across the country for the CM200 earlier this fall. Winners were selected based on several criteria including insightful client testimonials; outstanding case study submissions; high caliber, consistent work across programs and clients; innovative and creative executions; and bold and inspiring concepts and ideas that are moving the industry forward. The 200 agencies selected for this year’s inaugural program are thought leaders in their craft and representative of the best of the marketing industry.

ABOUT BORENSTEIN GROUP:
The Borenstein Group, Inc. is a Northern Virginia-based integrated strategic digital marketing communications agency that specializes in supporting B2B and B2G marketers in the areas of professional services, management consulting, systems integration, information technology, supply chain and logistics, homeland security, defense, intelligence, telecommunications, aerospace, and manufacturing. Learn more at http://www.borensteingroup.com.

ABOUT CHIEF MARKETER: Chief Marketer, an Access Intelligence brand, provides marketers and aspiring CMOs with content, ideas, recognition and events that help them make smarter decisions with their marketing budgets. It offers data-driven industry intelligence, actionable insights, inspiring case studies and the latest technology trends so marketers can improve their campaigns and increase ROI. CM has more than 150,000 readers who rely on its content and live-event resources to help them cut through the noise and find the solutions necessary to optimize their performance.

ABOUT ACCESS INTELLIGENCE:  Access Intelligence, a portfolio company of Veronis Suhler Stevenson, is a b-to-b media, event and information company serving the media, PR, cable, healthcare management, defense, chemical engineering, satellite, and aviation markets.

 

Filed Under: Borenstein Group News, Branding, Industry News, Press Release, Public Relations, Social Media, Social Media, Strategy Tagged With: B2B, B2B Marketing, B2B Metrics, b2g advertising, b2g marketing, Digital Branding, Digital Marketing, it marketing. high tech marketing, Strategic Communications, top advertising agencies washington dc, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top digital marketing agencies, washington dc top public relations agencies

Top 5 Tagline Tips: How to Create the Brand Experience in 5 Words or Less

August 8, 2017 by Gal Borenstein Leave a Comment

“Just do it.” “I’m Lovin’ it.” “Rethink Possible.” “The Ultimate Driving Machine.” Do these phrases sound instantly familiar? So familiar, in fact, that you immediately envision the product, you imagine the sensation, you taste the sweat and smell the Big Mac, you grip the wheel with your dream hands and stamp down on the accelerator. You experience the brand – all thanks to a few simple words. That’s the power of a great tagline.

Many people may assume that since typical taglines use just a few short, crisp words, a great tagline should be fairly easy to create. Fewer words, less trouble, right? For those of us who make a living one letter at a time, nothing could be further from the truth. Crafting an impactful tagline involves many steps, from researching the product to identifying strengths and weaknesses of the competition to learning the likes and dislikes of the target audience. Plus, tagline creation requires a comprehensive command of the subtleties of language, an ear for poetry, and an eye for design. Here are a few great tips to use when creating a tagline for a company, product or brand:

  1. Make it Memorable: It sounds easy, but the most important factor to consider is that in addition to the brand name, the tagline captures the minimum information that consumers need to know about a product or company. The only information a consumer has access to when they are not face-to-face with the product, is what they have stored about it in their heads. Short, concise phrases that capitalize on existing idioms or conventions of speech are always great places to start.
  2. Keep it Modern: Just like fashion or interior design, language has cycles in which certain words, grammatical conventions and patterns of speech become more popular and more commonly used. Today, with the prevalence of social media, there is a trend toward casual and conversational tones in nearly all writing outside of academia. You can see it overtly in blogs and tweets, but it’s even present in journalism and editorial work. A tagline of today should capitalize on this informal tone – the brand and the consumer can speak on the same terms.
  3. Add Aural Appeal: Taglines love great rhymes. With clear rhythm, meter and time, good lines stay stuck in the mind. Alliteration packs a powerful punch. Plus, repetition is a really, really, really relevant tool. Lame language games aside, infusing aural appeal – or highlighting the sound, not just the meaning of the word – can be a very effective tactic in tagline creation.
  4. Ignite the Imagination: The tagline is a conceptual piece. A tagline that relies on nebulous or conceptual language is much more likely to inspire new ideas and stimulate the imagination than one that uses declarative language to describe precise details of the brand. A good tagline should take risks, should be open to interpretation and should entice the mind, without shifting focus away from the brand, or mixing up the message. Don’t be afraid to break the rules.
  5. Trademark It: During the ideation process, it’s important to check each tagline concept thoroughly on Google and USPTO.gov. It can be quite a disappointment (and legally tenuous) if you’ve developed fantastic messaging around a tagline someone else owns. If there’s no record of the tagline in existing patent files, the word or phrase can be trademarked – then it’s yours.

 

Finally, keep in mind that taglines are temporary. Each tagline should reflect the current moods and market trends. If you continue to strive to develop new tagline ideas based on these easy principles, your brand will stay relevant, captivating and profitable.

For more information on branding strategies in the B2B and B2G arenas, please give us a call at 703-385-8178, or visit our Contact Us page.

Do you have any tagline tips you’ve used in the past? How does the tagline play into your current digital marketing efforts?

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, B2B Metrics, b2g, b2g advertising, b2g marketing, borenstein group, Brand Power, branding, Digital Branding, Digital Marketing, Facebook, federal computer week, federal marketing, gal borenstein, Gold Stevie Awards, Google, govcon, government computer news, Government contracting, govwin, International Award, International Business Awards, it marketing. high tech marketing, lead generation, Marketing App, Marketing Awards, marketing to federal government, marketing to the government, Metrics, Mobile App Awards, Mobile App Development Awards, Mobile Marketing App, Public Relations, SEO, Small Business, small business marketing, Social Media Analytics, Social Media App, Social Media Awards, Social Media Marketing, Stevie Awards, Strategic Communications, technology advertising, top advertising agencies washington dc, top interactive agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top public relations agencies, Web Analytics, World's Best Mobile App

Public Sector Branding Fundamentals Primer

August 4, 2017 by Gal Borenstein Leave a Comment

Building or maintaining a strong brand should be an important short and long term revenue goal for your company. Especially in a recession. But for many federal contractors, the time, attention (and money) dedicated to this initiative fall short. The reasons for this are many and range for too much emphasis on set-aside status, to a desire to make marketing materials look and sound like other industry players. For example, many small government contractors want their marketing materials to sound like Lockheed Martin or Leidos, but of course, don’t have the marketing budgets of the big boys.

According to the American Marketing Association (AMA), a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Often beginning with a Positioning Statement, a core objective of developing a strong brand is to clearly answer the following questions:
  • What is unique about my organization or brand in the context of the industry as a whole?
  • Which of these factors are most important to my clients and prospects?
  • Which of these factors are most difficult for your competitors to imitate?
  • Which of these factors can be most easily understood by my prospects?
There are four key rules of branding. These apply to companies serving both the commercial and federal sectors:
  1. For the brand to be effective, it has to be unique.
  2. For the brand to make an impact and be memorable, it has to be clear and compelling.
  3. For the brand to generate revenue, it has to foster a sense of ownership by my clients, partners, and employees.
  4. For the brand to be credible, it must be believable.

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, b2g, b2g marketing, borenstein group, Digital Branding, Digital Marketing, federal marketing, government computer news, it marketing. high tech marketing, Public Relations, Strategic Communications, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

How to Choose a Marketing Communications Agency Partner

August 4, 2017 by Gal Borenstein Leave a Comment

There are some great marketing agencies out there. Depending on where you live, you probably have a decent selection of highly-regarded firms. But just because you pick a great one doesn’t mean you’ll have a stellar experience. Before you forge ahead with an agency, here are four essential ingredients you’ll need on your end:

1. Commitment to the value of marketing. Your corporate leadership must be dedicated to the potential ROI of strategically-sharp, masterfully-implemented programs. If the commitment is not there at the highest levels, even the best agencies can’t reach their full potential.
2. Availability of senior management and key team. This ties in closely with #1. Cooperation and input, starting with the top, is essential. Willingness to share details like the sales process, close ratios and programs that have worked may be required. If the vast majority of marketing efforts and mindshare is relegated to a junior level staffer, the agency won’t have the visibility they need to win.
3. Trust. This doesn’t mean free reign, but you’ll need a degree of hands-off management to let the agency succeed. The best agencies provide a mix of solid project management and exceptionally creative. If you’ve selected one that fits the bill, give them room to achieve results.
4. A strong internal liaison. This person needs to be a hustler, understand the value of their role and yours, and have a direct line to your decision makers. They also need to be secure enough to admit when they don’t know the answer and straight shoot with both the agency and senior management.

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, b2g, b2g marketing, borenstein group, Digital Branding, Digital Marketing, federal marketing, government computer news, it marketing. high tech marketing, Public Relations, Strategic Communications, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

How to Produce Effective White Papers for Public Sector Marketing (B2G)

August 1, 2017 by Gal Borenstein Leave a Comment

In Business to Government marketing, the virtues of white papers are well known. Government buyers don’t buy from direct marketing campaigns. They buy based on educational materials and logical case studies that can be used as foundational concepts to build out their procurements and programs. But alas while it sounds easy, the deployment strategy too often goes off course. Many white papers become semi-sell sheets posing as white papers. When this falls short, lack measurable results are sure to follow.
A successful B2G white paper distribution strategy really only requires five steps:
1. A marketable topic that provides important content to potential buyers.
Just because your engineers are excited about a technology doesn’t mean this topic will generate enthusiastic readers. Research your topic and make sure you’re really filling a market niche and supplying needed content. If this step is not dead on, how can the program be successful?
2. Structure and content that delivers on the promise of valuable information.
This step can do one of two things. It can build on the credibility of the company that develops the white paper. Or it can damage your company’s credibility if the reader goes to the trouble to download your data, only to find the information is poorly organized, badly written, and/or hopefully week on good content. There’s a middle ground in there too, but that falls short of motivating the prospect to do business with you.
3. Visual appeal that contributes to the positive perception the reader has of the company.
White papers are marketing pieces and should fit with the overall corporate brand. Charts, graphs, screen captures and other visual depictions should be handled by an experienced graphic designer, as should all parts of the white paper. Not everyone who can design a white paper should design a white paper. After all, you want this document to be read by your audience. Visuals are important.
4. A distribution strategy of reaching potential buyers, customers, etc.
Writing the white paper is the easy part. Really. As difficult as it can be to extract important information out of your subject matter experts and convince your C-suite and peers that you’re not giving away trade secrets at every turn, the most difficult part of any white paper strategy is distribution. Take the time and allocate the budget to do this step properly. Before you embark on developing the white papers, research white paper search and syndication services, as well as more niche-focused services.
Also, determine how you will continue to nurture those leads once they are in your pipeline.
5. Benchmarking and measurement methods to determine and define success.
Before you begin, determine what success looks like. Realistically. Is it the number of qualified downloads, qualified additions to your social media, marketing database, inbound leads, search engine optimization, synergy with a PR program, etc.?
Want to learn more? Contact The Borenstein team to learn how to make your white papers a strategic marketing asset.

Filed Under: Advertising, Branding, Creative, Public Relations, Strategy Tagged With: B2B, B2B Marketing, b2g, b2g marketing, borenstein group, Digital Branding, Digital Marketing, federal marketing, government computer news, it marketing. high tech marketing, Public Relations, Strategic Communications, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

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