Photo credit: BuildingGreen.com

We’ve documented the importance of landing pages here on UnderstandingMarketing.com, especially as they relate to entrepreneurs using them as online marketing tools for their small business. But landing pages are also being used to help the public sector with information delivery, evidenced by the Texas Ethics Commission and its new landing page to feature the state’s top lobbyist groups and special interest organizations.

The landing page illustrates more than 1,500 lobbyists and documents what kinds of programs they’re promoting and lobbying for. Important information for virtually anyone with interest in the State of Texas, the landing page breaks down how much and where the lobbyists spending (of $1 or greater) has gone, number of clients and the average salary received by lobbyists.

Landing pages are a great way for companies, organizations and other groups to capture and deliver information, offers and promotions to any number of targeted audiences. In this case, the Texas Ethics Commission is hoping the new landing page serves as an easier way for constituents to receive important information.

The Texas Ethics Commission will be able to make any number of modifications to its new landing page, similar to how a small business would utilize one for its online marketing and email marketing tools. The landing page may be used to communicate important information for special legislative sessions, votes or ahead of key speeches on timely issues and topics, for example. The landing page even includes links to the Texas Ethics Commission’s social networks for optimal social media marketing opportunities, including Twitter, Facebook and YouTube.

1. Search Engine Optimization: SEO is useful because it’s all based on specially placed keywords that help your blog or Web site rank in Google and other search engines. People and businesses are going to continue flocking to Google to find everything that’s on their minds. But small businesses are still fuzzy on what makes a good keyword and how to use it to rank higher in searches. Add in the importance of long-tail keywords and you’ve got a situation ripe with confusion. Despite all of this, SEO is going to continue to be one of the biggest drivers of online marketing success for small business – and many know it. Plus, there’s lots of places on the Web to help small business learn how to do SEO successfully (ahem, you’re at one of those places). Here’s an additional resource to help you with SEO: Search Engine Optimization Bible

JA says test

UM (UnderstandingMarketing.com) says invest

2. Paid Search: Also known as Pay Per Click (PPC), paid search is the sister of SEO. You still rely on specially selected keywords to drive traffic to your site, but instead of natural placement in Google, you’re competing for the paid placements and ads on the Google pages. PPC works but only if you’re spot on with your keyword selection. Although the prices will continue to come down, those little costs can certainly add up if you’re not on target with your keywords. Because there’s an investment here we’re not as bullish as John, but we still feel you should test it out. For small business marketing advice here’s an additional resource to help you understand paid search techniques: Pay-Per-Click Search Engine Marketing Handbook

JA says invest

UM says test

3. Email Marketing: This is one area we both agree on. Email marketing is a great way for a small business to reach out to customers, existing and new ones, because of two primary reasons: 1) most people still prefer email as their number one source of information, and 2) it’s a relatively inexpensive way to do marketing. These two reasons, coupled with the big opportunities in landing pages for even stronger conversions, makes us very high on this tactic in 2010. Here are a few additional resources for you to do landing pages and email marketing: Landing Page 101, and of course The Constant Contact Guide to Email Marketing.

JA says invest

UM says invest

4. Social Marketing: Twitter, Facebook, Tumblr, and a host of other social networking tools came on strong in 2009, especially for small business. Every time I went to a small business in the last six months the owner not only told me he/she was highly interested in social marketing, but many of them were already using one or two tools. Look for social marketing to be even bigger in 2010 for small business because of it’s very inexpensive cost for marketing as well as it’s strength in local marketing focus. Here are a few more resources for social media marketing for small business – Twitter, or check out Facebook Marketing, or even take a peek at The Facebook Era.

JA says test

UM says invest

5. Blogging: More small businesses now have blogs either to complement their existing Web site or actually to replace their Web site. Small business online marketing advice says either one can be an effective strategy, even for events promotions. But John makes a good point in saying blogging to drive traffic is different than blogging to drive sales. Using a blog to drive traffic is still a good idea. But even we’re not sold on the notion that you can set up a blog and all of a sudden turn your blog into a cash register. Add in the fact that a blog is most successful when it’s a community and you may want to consider putting on the brakes if you want your blog to be a sales machine. Here is another resource for building a successful blog, 42 Rules of Social Media for Small Business.

JA says let it rest

UM says let it rest

6. Web Presence: This one is a bit interesting since it may not be what you think. Yes, having a Web presence is an important fact. John’s not debating this, nor will we. Where you place emphasis on your Web presence is the discussion here. In 2010 small business will have to change its way of thinking in that it’s all about getting traffic to your Web presence. Rather it’s more important now to place your Web presence where the traffic is. Do paid search on others’ Web sites or even places like YouTube.com, for example. If you know lots of eyeballs will be on other Web sites, you’ll want to consider placing your Web presence there as well. Here’s another resource for you The Online Advertising Playbook.

JA says invest

UM says test

7. Mobile Marketing: An interesting marketing platform that will get more looks in 2010 is mobile marketing. Some companies now have the technology to beam messages to your cell phone from wherever you may be headed. For example, if you are walking through the doors of a Best Buy, imagine if you all of a sudden get a text message on your phone that includes a Best Buy coupon. Small business can take advantage of this kind of technology as well. It deserves more look, though. Here’s another small business online marketing advice resource for mobile marketing, The Mobile Marketing Handbook.

JA says test

UM says test

8. Podcasting: Ask yourself if you can name five podcasts or Internet-based radio shows/stations? If you failed to do so you’re probably in the majority. We like blog talk radio and we also like podcasting. But is it something you’ll want to focus heavily on for marketing as a small business in 2010? Probably not. Podcasting is a technology that has struggled to get on its feet and will most likely continue to struggle in 2010, and it doesn’t help that many small businesses are often intimidated about doing their own podcast. It may still be in its infancy with a bright future, but just not right now. There are some really fantastic shows on blog talk radio and you should put on your PR hat to take advantage of these. Here’s another resource for podcasting for small business, The Complete Guide to Audio and Video Podcasting or also check out Podcasting Bible.

JA says let it rest

UM says let it rest

9. Online Video: Not only are videos fun and easy to watch, but with YouTube also a part of Google, videos are very searchable with keywords and tags. Small businesses should definitely be running to purchase video cameras like the Flip to easily produce videos they can post online. 2010 will be a big year for videos and online marketing. Here’s another online video resource for you, Marketing With Video.

JA says invest

UM says invest

10. Coupons: The use of tools like social media marketing and mobile marketing will make coupon offerings pretty innovative, intuitive and exciting for small business. Technology even makes it easy to utilize coupon marketing for local audiences, too. Even some “older” marketing tools like landing pages, which have proven their worth in providing great ROI for incentives like coupons, will continue in 2010. We’re bullish. Here’s another resource for you in using coupons for your small business, Hug Your Customers, and also Customer Loyalty is Priceless.

JA says invest

UM says invest

Here’s John Arnold’s list.

What are some of your marketing predictions for small business and 2010? We’d love for you to chime in here.

Landing pages

Easy-to-understand content. There’s nothing worse than arriving at a landing page and just not getting it. Be very clear in the delivery of information.

Goal-oriented content. Be strategic with your content. It’s nice to set up a place for people to go that looks pretty, but there must be a plan in place for what you want people to do.

Use fresh content. Don’t be stale and offer the same thing they saw last campaign. Keep consistent branding messages that speak to a higher strategy for better landing page conversions, but make them feel like this is new and they must check it out.

Keep it simple for visitors. Sometimes I’ve opened up a landing page only to wonder exactly what I’m looking at. Avoid this. Again, have a plan for everything including design AND content.

Be strait forward with visitors. Don’t mislead them into thinking one thing but fooling them on something else. This includes pricing. If you’re going to offer something for free, don’t ask for credit card information up front.

Easy submission forms. Noticing a trend here yet? If a customer actually gets to the point that they’re interested in giving you their information, don’t make them jump through hoops with confusion, which can severely minimize your landing page conversions. It’s like blogs that make it impossible to leave a comment.

Keep out marketing jargon. We know there are big, important words in your industry. We don’t want you to use them in front of us.

Gain your visitor’s trust. Give them a way out with opt-out. I always love it when you are so transparent that you let me know right away how to say no.

Provide clear incentives. I know you want something from me. And it’s ok to be up front about it.

Make use of branding. It’s ok to get creative with your designs to fit different campaigns. But make sure I know who you are by identifying your company early and often with logos, fonts, colors and messaging. Try this and you’ll see good results with landing page conversions.

Let them see results. Is it possible to show them a success story or how they’ll benefit from using the product? If so, make it known.

Be consistent with timing. If you’re going to start doing landing pages, then commit to it. I get very confused with companies that do one landing page for one campaign, and then I don’t hear from them for two years.

For example, The Mogul Mom wrote an article on the StartupPrincess blog and talked about a family member starting up a company in which there were already over 300,000 other links via a Google search. Clearly there is some competition for this product.

This is where marketing and public relations will really need to come in handy. Think long and hard about what you’re planning to do differently and then promote the heck out of it. Let’s not make this any more difficult than it has to be, right? Consider doing the following to help market your differences:

–Develop creative PR story angles that illustrate your competitive differences and send to the press for stories. (hint: download the PR Toolkit to help uncover these ideas and pitch the media)

–Develop a blog community and use social media to discuss the “why” that makes you so different in the first place.

–Create a series of email campaigns that drive interested people to landing pages that uniquely identify you and your company, offering promotions and incentives to try your product. (if more budget allows you may also consider doing a sister direct mail piece, too)

–Hold special events at your store that have themes that tie in to your uniqueness (here’s a hint, when people come this is when you can capture email address for more future email marketing).

There’s literally a whole world of marketing opportunies that can help you truly differentiate yourself. What other marketing ideas can you think of? Please leave a comment below!

More research is coming to light that indicates HOW you deliver coupons to your customers can be equally as critical to WHAT is actually on the coupon – and email is playing a big role. According to a recent Wall Street Journal article and as reported on Taming The Beast blog, consider the following nuggets of information:

–Coupon usage has surged 10 percent recently (most likely due to the recession).

–Online coupon redemptions increased 140 percent in last year alone.

–Coupons.com says users printed out online coupons valued at $300 million last year, up 140 percent from 2007.

With the increase in email marketing and online marketing, more people are taking advantage of coupons they sign up for and receive through email or even via their mobile phones. Special applications are currently being developed for the iPhone that will let people download coupons from businesses based on proximity to a certain location.

Also consider that you can beef up all your email marketing and online marketing efforts by offering coupons via email. When people go to your blog or Web site to sign up to receive coupons you’re able to capture their email address and information for future email marketing campaigns. To jazz it up even more consider developing a custom landing page as a destination where the email directs a person to download the coupon. This way you can customize and target specific demographics and seasonal campaigns.

Other resources:

Taming The Beast blog article

iContact

Customer Loyalty is Priceless

How have you used email to deliver coupons for your small business?