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Insights and Best Practices from LinkedIn
WEBINAR:
Connecting with Today’s
Prospective Students
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
Irina Skripnik
Research Consultant
LinkedIn
Scott Jones
Account Manager
Link...
1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed
2 – Job Growth and Educational Requiremen...
How can higher
education marketers
impact the decision
process of today’s
empowered prospect?
?
LinkedIn Survey and Internal Data: August 2015
This deck features U.S. Results
1,627 total respondents
including:
•502 MBA...
Peer groups
and professional networks
are a significant influence
Millennials are driven by
a different mindset than
Gen X...
The decision-making process is exclusive
Only 3
schools make the
prospects’ shortlist
72%
develop their shortlist
before r...
Friends and peers are key influencers
Institution
website
Friends/
Peers
Information
Sessions
Professional
Networks
55%
50...
Increased earnings drives the higher education decision
26%
32%
48%
48%
54%
Increased confidence in my current job
Develop...
Millennials (18-34) Gen X (35-49)
Seek a higher salary Passion for learning
Need to up-skill Need to up-skill
Passion for ...
64%
71%
79%
83%
90%
Location of campus
Tuition fees
University reputation (overall)
Program format
Faculty/teacher quality...
Flexible study options are essential
But there are differences by age
Base: MBA and Masters Intenders (n=502)
48%
41%
33%
...
Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them re...
1
Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them ...
Peer groups
and professional networks
are a significant influence
Millennials are driven by
a different mindset than
Gen X...
The New Role of Content
Content for Nurturing
Proactive Planning, not Reacting
16
17
Google Zero Moment of Truth 2011
Consumers use an average of 10.4 sources to
research a purchase decision
Top Content Marketing Scores Globally- Q2 2015
What We Can Learn
 Paid, Owned, Earned: 70% of the top
10 use all of Linke...
Think Beyond the Typical 9-5 Schedule
20
Industry Trends: Mobile First
12:00
PM
6:00
AM
9:00
PM
EDU on LinkedIn
Competition and Audience Insights
21
LinkedIn Content by the Numbers
400M+
Professionals
100,000+
Articles per week
7
Ways to share content
7X
Content vs. Jobs...
Source: LinkedIn Internal Study May 2015
3 Things to Start Doing Differently. Now.
1
2
3
Be helpful and audience-first. Th...
Source: LinkedIn Internal Study May 2015
How to Differentiate: Rule #1- Know Your Audience:
What Followers Want to Hear
2%...
Engage Non-Followers
LinkedIn Trending Topics in the US
Current MBA Postgrad StudentsCurrent non-MBA Postgrad Students
Source: LinkedIn Internal Study May 2015
Top EDU Updates: Advice, Information, and Reputation
Full Funnel Approach
Content Through the Buyer’s Journey
Shape Perception
Establish Trust
Drive traffic for
nurturing
Earn...
28
EDU: Through The FunnelUPPER FUNNEL
BRAND MESSAGING
THOUGHT LEADERSHIP
BOTTOM FUNNEL
LEAD FOCUSED
DIRECT MESSAGING
Key ...
Test, Optimize, Repeat
29
The Helpful Advisor The Conversationalist The Cliffhanger
Start by explaining how
your piece of content will
help your tar...
Use images to drive engagement
Let your images stand out in the feed
• Adhere to published specifications to ensure your
i...
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuous...
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuous...
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuous...
Optimize your content for mobile
For best mobile performance make sure:
 Your intro copy is fewer than 150 character or e...
And Have Fun!
Stand Out: Top Updates are Entertaining
37
Optimize Your Landing Pages
Once the member clicks your update, delight them with an
experience on your website that wi...
38
Optimize Your Landing Pages
70% of clicks from Sponsored
Updates will come from
mobile
Most important, make sure your l...
Optimize Your Landing Pages
Keep your forms short.
No one wants to spend time filling out a
lengthy form. Only capture the...
40
Campaign Strategy and Content Planning
Keep lead generation a top priority while still focusing on awareness and though...
41
One Big Rock. Many Pebbles.
Context + Value + Mindset
.
Threaded
messages
Chat style
interface
People centric
list view
.
Custom call
to action
button
Image banner
for branding
impact
Easy to
navigate left
pane
Personalized
greeting
Seamless Member Experience on Mobile
“How do you take your Sponsored
InMails from Great to Outstanding?”
GIVE A GOOD REASON TO ENGAGE WITH YOUR CONTENT
1. The Impact of Your Message Starts with the Preview
Sender:
Person = pers...
2. Good subject lines
Short, impactful subject
lines often utilize some of
the following key words:
1. Thanks
2. Exclusive...
Let your audience know
this message is relevant
for them but don’t go
overboard i.e.. “Hi
California event planner
working...
4. Include seniority targeting only when relevant
NARROW IN ON THOSE WHO ARE MOST LIKELY TO ENGAGE
Influence the Influence...
THINK MEMBERS FIRST WHEN CRAFTING YOUR CONTENT
5. Give your message a unique and genuine voice
Strong visual: Support your...
The Helpful Advisor The Flexible Invitation The Relevant Program
Start by explaining how
you will
help your audience achie...
PRO TIP: CLEAR CTA WILL MAXIMIZE CLICKS AND CONVERSIONS TO GATED CONTENT
7. Clear calls to action
Top InMail CTA keywords
...
Never miss an opportunity to reach your target
audience—no matter where they are or how
and when they choose to consume co...
9. Optimize the content for mobile
For best mobile performance
make sure:
• The copy is fewer than 1000 characters
or elim...
SYNERGISTICALLY WITH MULTIPLE FULL-FUNNEL PRODUCTS
10. Multi-Product Marketers gain performance
128% higher open
rates amo...
Sponsored InMail Message Gallery
Top Sponsored InMails
Easy to read concise message with
clear value benefit to the target
audience
Highly personalized message with a
clear valu...
Attention grabbing subject line sets
the tone for the message
Message speaks directly to the
audience based on targeting a...
Time commitment and value are
clearly outlined
Visual grabs member’s attention
on desktop
Simple yet direct call to action...
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
Irina Skripnik
Research Consultant
LinkedIn
Scott Jones
Account Manager
Link...
©2015 LinkedIn Corporation. All Rights Reserved.
Thank You!
marketing.linkedin.com
Appendix
Three Factors of SU Success
2. CONTENT1. TARGET SIZE 3. BIDS/BUDGETS
Broader = Better
 Broader targets allow for
gatherin...
Best Practices Cheat Sheet
1. Optimizing for
relevance
• Ensure your message
resonates with your target
audience
• Always ...
Top Don’t Tips
1. Pushy Content
• Avoid content that sounds
like a brochure or
infomercial
• Don’t cast too wide of a net
...
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Live Webcast: Reaching Today's Prospective Students

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It has become increasingly challenging for higher education marketers to convert prospects into enrolled students. In fact, nearly 60% of admission directors did not hit their 2015 enrollment goals.*

Yet, thanks to the widespread adoption of social media and advances in marketing technology, marketers have more tools than ever before to deliver relevant, targeted messages to the prospects who are most likely to be interested in enrolling.

Join our webinar as we present new research from LinkedIn revealing the keys to influencing prospective students with relevant content marketing. Register today, and you'll learn:

- Who the key influencers are in the higher education decision process
- What types of content prospects are most interested in at each stage of the decision journey
- Best practices for developing an effective always-on content marketing strategy with Sponsored Updates and InMail

Publicado en: Marketing
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Live Webcast: Reaching Today's Prospective Students

  1. 1. Insights and Best Practices from LinkedIn WEBINAR: Connecting with Today’s Prospective Students
  2. 2. Ira Amilhussin Sr. Marketing Manager LinkedIn Irina Skripnik Research Consultant LinkedIn Scott Jones Account Manager LinkedIn
  3. 3. 1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed 2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014 of admissions directors did not meet their 2015 enrollment goals 58% of all American jobs will require some sort of education beyond high school by 2018 63% It’s challenging to convert prospects to students but the value of the degree is still there
  4. 4. How can higher education marketers impact the decision process of today’s empowered prospect? ?
  5. 5. LinkedIn Survey and Internal Data: August 2015 This deck features U.S. Results 1,627 total respondents including: •502 MBA / Masters Intenders •524 MBA / Masters Grads Understanding today’s higher education decision journey We surveyed 15,000+ respondents on LinkedIn Brazil Australia India Germany UK France USA Canada Hong Kong Singapore Netherlands South Korea Japan Spain
  6. 6. Peer groups and professional networks are a significant influence Millennials are driven by a different mindset than Gen X Prospects seek specific content at each stage The decision process is exclusive and it’s critical to make the shortlist Key Findings
  7. 7. The decision-making process is exclusive Only 3 schools make the prospects’ shortlist 72% develop their shortlist before reaching out to a school representative 93% end up enrolling at a school from their shortlist Base: MBA and Masters Grads (n=524) It’s critical to make the short list
  8. 8. Friends and peers are key influencers Institution website Friends/ Peers Information Sessions Professional Networks 55% 50% 25% Professional networks are 3x as influential as personal networks Professional Networks Personal Networks 8% 25% 25% Top influential sources when considering further education Base: MBA and Masters Intenders (n=502)
  9. 9. Increased earnings drives the higher education decision 26% 32% 48% 48% 54% Increased confidence in my current job Develop leadership skills Passion for learning The need to up-skill Seeking a higher salary Increasing Trend: Skill development to compete in today’s world Base: MBA and Masters Intenders (n=502) Top 5 factors influencing the decision to undertake higher education
  10. 10. Millennials (18-34) Gen X (35-49) Seek a higher salary Passion for learning Need to up-skill Need to up-skill Passion for learning Seek a higher salary Develop leadership skills Develop leadership skills Millennials and GenXers both have a strong passion for learning, but for different reasons 1 Base: MBA and Masters Intenders (n=502) 2 3 4 1 2 3 4 Top factors influencing decision to undertake higher education
  11. 11. 64% 71% 79% 83% 90% Location of campus Tuition fees University reputation (overall) Program format Faculty/teacher quality University Ranking came in 7th Base: MBA and Masters Intenders (n=502) Respondents who intend to undertake a Masters or MBA When deciding where to study, quality of learning experience is more important than cost
  12. 12. Flexible study options are essential But there are differences by age Base: MBA and Masters Intenders (n=502) 48% 41% 33% 26% 24% Part-Time Local Online Hybrid ( face-to- face and online) Full-Time Local (in-country) Full-Time Local (within commuting distance) GenXers are 58% more likely to want online study options. Millennials are 21% more likely to want part-time local study options.
  13. 13. Top types of information sought by intenders in each stage of the higher education decision-making process: Giving them relevant content at each stage will help keep schools top of mind AWARENESS DISCOVERY SELECTION Career Advice Information on courses and degree programs Expert commentary and reviews Staff and lecturer profiles Alumni profiles/achievements Institution rankings Education and industry news Base: MBA and Masters Intenders (n=502)
  14. 14. 1 Top types of information sought by intenders in each stage of the higher education decision-making process: Giving them relevant content at each stage will help keep schools top of mind AWARENESS DISCOVERY SELECTION Base: MBA and Masters Intenders (n=502)
  15. 15. Peer groups and professional networks are a significant influence Millennials are driven by a different mindset than Gen X Prospects seek specific content at each stage Key Findings Implication: Engage early in the decision process with a relevant content marketing strategy Implication: Understand the nuances of your audience and target them with relevant content by decision stage Implication: Test different types of content for Millennials vs. Gen X that address their different drivers Implication: Arm alumni and professional groups with information that is easily shared with prospective students The decision-making process is exclusive and making the short list is critical
  16. 16. The New Role of Content Content for Nurturing Proactive Planning, not Reacting 16
  17. 17. 17 Google Zero Moment of Truth 2011 Consumers use an average of 10.4 sources to research a purchase decision
  18. 18. Top Content Marketing Scores Globally- Q2 2015 What We Can Learn  Paid, Owned, Earned: 70% of the top 10 use all of LinkedIn’s sharing tools: including SU, employee sharing, and the publishing platform  Share often: top companies share up to 10+ times per day!  Know your audience: understand who your followers are and take advantage of organic update targeting to boost engagement rates
  19. 19. Think Beyond the Typical 9-5 Schedule
  20. 20. 20 Industry Trends: Mobile First 12:00 PM 6:00 AM 9:00 PM
  21. 21. EDU on LinkedIn Competition and Audience Insights 21
  22. 22. LinkedIn Content by the Numbers 400M+ Professionals 100,000+ Articles per week 7 Ways to share content 7X Content vs. Jobs 500+ Influencers 50% Mobile 70%+ for SU
  23. 23. Source: LinkedIn Internal Study May 2015 3 Things to Start Doing Differently. Now. 1 2 3 Be helpful and audience-first. Think about the benefit to the member Provide useful information before asking for contact information Tell stories and use “you” information
  24. 24. Source: LinkedIn Internal Study May 2015 How to Differentiate: Rule #1- Know Your Audience: What Followers Want to Hear 2% 4% 5% 6% 6% 7% 8% 10% 12% 13% 13% 20% 26% 32% 55% Work for a competitor Want to sell something to the school Want to receive deals and special offers from the school Stay up to date on financial and investment news related… Currently work for the school My company currently does business with the school Current customer/user/client of the school Want to learn more about the school's products and/or… Interested in working for the school As a parent, I am interested in the school for my child Used to work for the school Stay informed on the industry Want to be included in the school's community on LinkedIn Stay up to date on latest news from the school As a student/alumni, I am interested in the school % Among US Followers
  25. 25. Engage Non-Followers LinkedIn Trending Topics in the US Current MBA Postgrad StudentsCurrent non-MBA Postgrad Students
  26. 26. Source: LinkedIn Internal Study May 2015 Top EDU Updates: Advice, Information, and Reputation
  27. 27. Full Funnel Approach Content Through the Buyer’s Journey Shape Perception Establish Trust Drive traffic for nurturing Earn new leads Nurture to convince and convert Infographics, blog posts, industry trends, influencer content, “behind the scenes” and exclusive content best practice guides, case studies, product reviews, analyst reports, webinars, blog posts white papers, research briefs, product demos, trials, events, product reviews and comparisons, analyst reports newsletters, recommendations, case studies, product news, tutorials
  28. 28. 28 EDU: Through The FunnelUPPER FUNNEL BRAND MESSAGING THOUGHT LEADERSHIP BOTTOM FUNNEL LEAD FOCUSED DIRECT MESSAGING Key Takeaway: GIVE value to GET value
  29. 29. Test, Optimize, Repeat 29
  30. 30. The Helpful Advisor The Conversationalist The Cliffhanger Start by explaining how your piece of content will help your target achieve professional success. Make a bold statement or ask a question to spark a conversation and get your audience to react. Tell your audience just enough to pique their interest but not so much that they aren’t compelled to learn more. Create content that is helpful, informative and/or entertaining Try writing from these perspectives:
  31. 31. Use images to drive engagement Let your images stand out in the feed • Adhere to published specifications to ensure your image is the proper resolution. • Use the image to expand on the content or emphasize the CTA. • Make sure you choose an image that accurately reflects your content. Consistency between image and story conveys the topic before the member even reads a word.
  32. 32. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3 versions of your content to continuously improve performance. Think Simple: Consider testing personalization or variations of your CTA. 38% CTR* lift
  33. 33. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3 versions of your content to continuously improve performance. Keep it positive and inspirational: Consider testing questions, actionable wording 85% CTR* lift
  34. 34. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3 versions of your content to continuously improve performance. Inspire improvement: Followed by a strong CTA 49% CTR* lift
  35. 35. Optimize your content for mobile For best mobile performance make sure:  Your intro copy is fewer than 150 character or eliminate it all together  Your CTA is clear  Your landing page is optimized for the small screen
  36. 36. And Have Fun! Stand Out: Top Updates are Entertaining
  37. 37. 37 Optimize Your Landing Pages Once the member clicks your update, delight them with an experience on your website that will convert. Have more on your page than just a lead form. Landing pages should create a seamless experience from the update, providing details that explain why this content is valuable enough to give up personal info— with a prominent call to action to download the full piece in order to obtain that value.
  38. 38. 38 Optimize Your Landing Pages 70% of clicks from Sponsored Updates will come from mobile Most important, make sure your landing page is mobile responsive—otherwise you are wasting leads.
  39. 39. Optimize Your Landing Pages Keep your forms short. No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need—this will help with conversions, especially on mobile. Name Email Phone SUBMIT 22
  40. 40. 40 Campaign Strategy and Content Planning Keep lead generation a top priority while still focusing on awareness and thought leadership. Become known to new members and keep engaging post lead.
  41. 41. 41 One Big Rock. Many Pebbles.
  42. 42. Context + Value + Mindset
  43. 43. . Threaded messages Chat style interface People centric list view
  44. 44. . Custom call to action button Image banner for branding impact Easy to navigate left pane Personalized greeting
  45. 45. Seamless Member Experience on Mobile
  46. 46. “How do you take your Sponsored InMails from Great to Outstanding?”
  47. 47. GIVE A GOOD REASON TO ENGAGE WITH YOUR CONTENT 1. The Impact of Your Message Starts with the Preview Sender: Person = personalized 1st person content “I” Company = content on behalf of a team or product Subject: Be concise about what the value member will get from the message. Description: Give member specific instructions what to do with your message ex. Register for… download the…
  48. 48. 2. Good subject lines Short, impactful subject lines often utilize some of the following key words: 1. Thanks 2. Exclusive invitation 3. Connect 4. Job opportunities 5. Join us LET THEM STAND OUT IN THE INBOX
  49. 49. Let your audience know this message is relevant for them but don’t go overboard i.e.. “Hi California event planner working at an enterprise level company…” TAILOR YOUR CONTENT ACCORDINGLY – CALL OUT YOUR TARGET AUDIENCE 3. Target audiences want relevant content PRO TIP:
  50. 50. 4. Include seniority targeting only when relevant NARROW IN ON THOSE WHO ARE MOST LIKELY TO ENGAGE Influence the Influencer: • Consider targeting Senior IC as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists • You have a much bigger audience that will test products and influence the purchase vs. person signing the contract Pro tip: Owner/Partner/CXO content should be crafted specifically for this audience Owner Partner CXO VP Director Manager Senior Entry Training Unpaid
  51. 51. THINK MEMBERS FIRST WHEN CRAFTING YOUR CONTENT 5. Give your message a unique and genuine voice Strong visual: Support your message content and call to action, but not distract Be concise, personal and relevant: Keep your copy under 1000 characters and include a body link Strong call to action: should be clear what action should be taken
  52. 52. The Helpful Advisor The Flexible Invitation The Relevant Program Start by explaining how you will help your audience achieve professional success Get your audience to react by inviting them to an exclusive event. Let them know it’s a limited opportunity Tell your audience just enough to pique their interest but not so much that they aren’t compelled to learn more. 6. Create content that’s helpful, informative and/or entertaining TRY WRITING FROM THESE PERSPECTIVES
  53. 53. PRO TIP: CLEAR CTA WILL MAXIMIZE CLICKS AND CONVERSIONS TO GATED CONTENT 7. Clear calls to action Top InMail CTA keywords 1) Try 2) Register 3) Reserve 4) Join 5) Confirm 6) Download Top Sponsored Update CTAs 1) Apply 2) Stop by 3) Download 4) Read 5) Check 6) Register
  54. 54. Never miss an opportunity to reach your target audience—no matter where they are or how and when they choose to consume content. 8. Take advantage of quick lead opportunities AS PROFESSIONALS CATCH UP ON CONTENT AT HOME
  55. 55. 9. Optimize the content for mobile For best mobile performance make sure: • The copy is fewer than 1000 characters or eliminate it all together. • The CTA is clear. • The landing page is optimized for the small screen.
  56. 56. SYNERGISTICALLY WITH MULTIPLE FULL-FUNNEL PRODUCTS 10. Multi-Product Marketers gain performance 128% higher open rates among those exposed to Display and Sponsored Updates first Infographics, blog posts, industry trends, influencer content, “behind the scenes” and exclusive content Best practice guides, case studies, product reviews, analyst reports, webinars, blog posts White papers, research briefs, product demos, trials, product reviews and comparisons, analyst reports Newsletters, recommendations, case studies, product news, tutorials Shape Perception Establish Trust Drive Traffic for Nurturing Nurture to Convince and Convert Earn New Leads
  57. 57. Sponsored InMail Message Gallery Top Sponsored InMails
  58. 58. Easy to read concise message with clear value benefit to the target audience Highly personalized message with a clear value for the member Offers to connect with a one-on-one meeting to build a relationship Explains the unique attributes of the program Be Human: Simply get personal
  59. 59. Attention grabbing subject line sets the tone for the message Message speaks directly to the audience based on targeting and experience Bullets clearly outline the benefits of the program Website educates and converts prospect students Be Relevant: Focus on your audience
  60. 60. Time commitment and value are clearly outlined Visual grabs member’s attention on desktop Simple yet direct call to action drives prospects to register for the event Be Timely: Get your audience to take action now
  61. 61. Ira Amilhussin Sr. Marketing Manager LinkedIn Irina Skripnik Research Consultant LinkedIn Scott Jones Account Manager LinkedInQ&A
  62. 62. ©2015 LinkedIn Corporation. All Rights Reserved. Thank You! marketing.linkedin.com
  63. 63. Appendix
  64. 64. Three Factors of SU Success 2. CONTENT1. TARGET SIZE 3. BIDS/BUDGETS Broader = Better  Broader targets allow for gathering of statistically significant data to inform optimizations  Broader audiences tend to have lower CPCs than more niche ones  Aim for audience sizes above 100K for scale purposes Layer Broad with Narrow Targets  To test a niche, custom target (ex: Groups or Job Titles), layer with broader targets to increase scale and gather more data Set bids at the high end or above the suggested bid range • Bidding at the higher end of the suggested range ensures content has the best opportunity to engage with the audience • If the current suggested range is $6 – $9.50, consider bidding $9 - $11 when launching the campaign Set a minimum daily budget of at least $200 to ensure statistically relevant data • Comparing a difference between 4 and 7 clicks is much different than comparing 40 and 70 clicks • Daily budget = total audience budget ÷ days running Run 4 unique pieces of content per audience target • Frequency cap: Members can see up to 4 unique pieces of content per advertiser every 48 hours. • Running 4 pieces concurrently allows system to optimize for best-performers • Rotating in new pieces frequently helps content from becoming stale and provides insights into what is working • If content is limited, use DSC to create more variations or AB test copy/images Better content is superior to more • Keep best performers on hand to re- sponsor when experiencing low performance or content delays. • More engaging content = better engagement rate = better auction prices and delivery
  65. 65. Best Practices Cheat Sheet 1. Optimizing for relevance • Ensure your message resonates with your target audience • Always ask, “why would the audience read this? • Use a sender with credibility and relevance 2. Optimizing content • Clearly outline benefits to the member for engaging with this message • Use concise, compelling and conversational intros • Include a concise call to action and be clear about what the member should do • Make sure landing pages are optimized for mobile traffic 3. Amplify and personalize • Test to see what works with the audience and then refine • Be resourceful and use your existing content by reworking it to be conversational • Be genuine
  66. 66. Top Don’t Tips 1. Pushy Content • Avoid content that sounds like a brochure or infomercial • Don’t cast too wide of a net Ex. You or a colleague may benefit from this… • Avoid !!! and ALL CAPS • Don’t overload message with multiple calls to action, focus on one action and building trust 2. Hard to Navigate Website • Avoid mixed messaging. The landing page should match the call to action and message • Your landing page should align with your goal ex. PDF is not ideal for conversions 3. Too much or too vague • Avoid getting all details into the message, your landing page should do the educating • Don’t have a call to action that’s too long, it will get cut off on mobile • Using a closing salutation if the message is coming from a company

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