How to Build Your Brand with Landing Page Optimization
Landing page optimization for Branding landing page optimization! Let’s face it: brand marketers get a bad rap. In the last decade, the conversation has focused on technical marketing: growth hacking, conversion rate optimization, SEO, the merging of product and marketing, and data, data, data. At the same time, brand became less exciting—and sometimes an afterthought. It was too “fluffy.” But that’s all changing. Companies have found their edge by investing in incredible brands, and a company’s brand has become its differentiator. Look to the recent launch of Hey or other companies like Equal Parts, Headspace, Warby Parker, Casper, and Notion as examples. It might seem like building a brand doesn’t line up with the idea of being data-driven. But we can apply what we’ve learned about technical marketing over the last decade to build better brands and make better decisions in today’s data-driven world. Through customer research, landing page testing, conversion rate optimization, and traditional brand development tactics, you can be smarter about building and evolving your brand. Landing page optimization can serve as your testing ground for this stuff, and I’ll show you how. What Goes Into a Brand? Before we dive into how to take a data-driven approach to building a brand, let’s make sure we are on the same page about what makes up a brand. The short answer is “a lot.” Read the full article