How I Increased Website Landing Page Conversion Rates from 1% to 10% with Content Marketing
Paid social ads at B2B music marketing platform Wavo struggled to generate traffic and convert leads—they were missing a compelling offer to encourage action. I created e-books that provided value for ad viewers in exchange for their contact information, improving conversion rates and strengthening the relationship between marketing and sales. My responsibilities: develop lead generation tools, write and design landing pages, and report on leads generated.
The Goals:
Increase the number of leads from paid advertising with a trackable, scalable content marketing process.
The Approach:
Repurpose best practices guides shared among internal teams into longer, more in-depth e-books.
Advertise e-books on social media to Lookalike audiences of customers, website visitors, and newsletter subscribers.
Direct ad viewers to a landing page to download e-books after submitting their information.
The Results:
Increased website conversion rates from 1% to 10% within three months and built a consistent flow of leads for sales.
Repeated the process for all four verticals at Wavo (Recorded Music, Live Events, Merchandise, and Influencer Marketing).
Social media ads and landing page for lead generation tool The Music Industry Guide to Influencer Marketing.