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What Kind of “Landing” Does Your Landing Page Provide?

After laboring endlessly over your website design, spending countless hours carefully understanding your customer persona and carefully selecting keywords that will drive SEO to alert your target that you exist — the moment of truth arrives. A viewer, who you hope will become a prospect, clicks on your link and arrives on your landing page. What kind of experience they have in the first 5 – 15 seconds will likely determine whether they ever go any further. 

“What?!? All that work will be judged in 15 seconds? That’s all the time I get to tell my story?!?” 

Yes. But guess what, this is not new. As business people we have always had an incredibly narrow window to make a first impression with a prospective customer of client. Many experts say that a potential employer (or customer) forms an initial impression of a candidate within the first ten seconds of seeing them. Sometimes before the person even opens their mouth. And those first impressions are only altered in a remarkably small percentage of instances. 

“So what’s all that got to do with my landing page?”

Your landing page is the digital equivalent of that first impression. Assuming you get past the initial visual inspection, you still have a very short while to engage the prospect with a clear understanding of your business proposition and what it will do to make them more successful.  In the analog world this is called your “elevator pitch”.  The idea is to write a script in your head that you could deliver in a five story elevator ride — one that would leave a stranger with a clear idea of who you are, what you do and why it might be beneficial to them.  

One exercise used to create the elevator pitch is to write down your story on a 3×5 index card. And only one thought or bridge phrase per line on the card — NO CHEATING. (OK, you might have to go to the office supply store to buy index cards — you probably don’t use them any more. But it will be a dollar well-spent.) 

Still interested in knowing what all that has to do with your landing page? Check out this article from Target Internet to find out. 

Read the article: Online Digital Marketing Courses »

Content Marketing Learning and Development Newsfeed Website Development

Employee Onboarding

How Much is a Great Employee Onboarding Program Worth to You?

What’s it worth to your organization to have well-trained, productive employees who love their jobs, stay in them longer and are more likely to mentor future employees?

The answer is: a lot!

The onboarding process guides new hires from Day 1 to job productivity. The process encompasses learning the knowledge, skills and behaviors (KSB) required for the role and putting them into action.

Read the article: IT Training »

Employee Engagement Internal Communications Learning and Development Recruitment and Retention

Culture Transformation

How Microsoft is Transforming Its Culture

How do you retool a 40-year corporate culture while honoring the past? How do you engage 110,000 employees across 100 countries to embrace that evolution? Microsoft’s CHRO Kathleen Hogan discusses how Microsoft is transforming its culture to optimize for a knowledge-based economy–and preparing for the digital shift of the 4th industrial revolution.

“We certainly don’t have it all figured out—we continue to learn every day. There are, however, some steps that I would highlight from our journey at Microsoft.”

Microsoft CHRO Kathleen Hogan with Erik Samdahl for i4cp.com

 Read the article: i4cp.com »

Internal Communications Learning and Development

Employee Engagement

Can We Move the Needle on Employee Engagement?

Employee Engagement in U.S. Stagnant in 2015 | Gallup

Although steady, U.S. employee engagement levels remained low in 2015. An average of 32% of workers were engaged in their jobs this past year, compared with 31.5% in 2014. Employee engagement levels largely have not moved since 2000.

Read the article: Gallup.Com »

Employee Engagement

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Complacency: The Difference Between Management and Leadership

One of the most damaging things a much-needed organizational transformation effort faces is complacency. Complacency is rampant in many of today’s organizations mainly due to over-managed and under-led cultures. That’s why it is important to note that there is a distinct difference between leadership and management, especially in the context of companies facing adaptive challenges.

Read the article: inc.com »

Change Management Internal Communications