Show off rich, innovative advertising. B-to-b marketers are wrestling with their own unique challenges--and proving that they’ve got what it takes to close the deal. Join an impressive group of past winners that includes Adobe, Avon, Cisco, Oakley, Time Warner Cable Media and more.
Extended Deadline: October 19, 2015. Enter now.
While we always seem to hear how b-to-b companies are following in the footsteps of b-to-c companies and this "consumerization of the enterprise" notion, B-to-C companies are missing a key opportunity by not having custom landing pages with friendly URLs.
For consumer companies spending millions on TV commercials, you would think they'd want a way to monetize their ad spend. Displaying a simple custom URL at the end of a commercial is a smart marketing tactic that helps generate inbound traffic to a brand's web properties where they can convert that viewer into a customer or deepen the loyalty with an existing customer through exclusive offers, demos, free trials, event registration, contest and newsletter forms.
We took a look at the commercials that aired during the Super Bowl and only two companies/commercials (of at least 56 different commercials) created friendly URLs with custom landing pages: Radio Shack and Chevy. And while nearly every sponsoring company displayed a custom hashtag in its commercial to spur conversation and chatter, they regrettably forgot to include a custom URL in their ads.
Brand conversations on social channels do help to gauge sentiment and response, but driving a consumer to a friendly URL and converting him through a short form on a custom landing page can translate into a sale.
Based on Insight Marketing Benchmarks, the likelihood of a website visitor becoming a lead is 8%, while a Twitter follower becoming a lead is 2.2%. These figures clearly support the b-to-b tactic of displaying a friendly URL and should be leveraged more by b-to-c companies in their commercial ads.
The takeaway here might seem an obvious one, but it extends well beyond any one event or TV broadcast: Today's b-to-c vendors have much to learn from their b-to-b peers, and would do well to follow their example when it comes to their ad spend and efforts at brand awareness.
Webinars, for instance, have long proven a reliable tactic for lead generation and outreach in the b-to-b space, in many ways doing the work of late-night infomercials (speaking to potential buyers en masse, and allowing for real-time participation and engagement). They're typically gated, and require attendees to fill out registration forms, which organizers can then use to build out their subscriber lists; and these lists, as any b-to-b vendor will tell you, can count for a lot. In fact, for b-to-b businesses, they can drive as much as 30% to 50% of all revenue generated.
The possibilities, really, are endless, but the fact remains that there's a lot that today's b-to-c companies can learn from B-to-B businesses, and a lot they may do differently where revenue and growth are concerned. A friendly URL with TV ad here, a webinar there – these all add up to tremendous advantages in the long term, and can help shake us loose from tired and stagnant practices.