Open the Marketing Resource Center (MRC) to see a listing of Campaigns. Right-click on the campaign name you want to add the new project to, then select Add Project from the popup. A new blank project form will open in the Project Summary tab on the right side of your screen.

The first thing you want to do is fill out the (1) Project Name. Use naming standards that your company has set up so it is easy to find project. A typical naming standard is [vendor]/[media tactic]/ [start date], for example EPE/Webinar/March 2014.

Next to the Project Name is the Campaign Name, which is automatically filled in for you. If necessary, you can move the project to a different campaign by opening the project, then selecting a new Campaign Name using the dropdown in the Project Setup Details section.

Enter Project attributes

Under Project Attributes you have three options for (2) Project Type: Standard Process, Custom Process and Send Batch Email. For this example, we chose the Standard Process.

• Standard Process: This process is used when you want to create a project that won’t need any special rules for handling the responses. The standard rules can be utilized to grade, assign the leads and send out specific communications after a lead is generated.
• Custom Process: This process is used when special handling of the leads is necessary. The leads will follow the rules for Grading and Assigning however the communications that are sent out following the lead entering the process are customized. The grading and assignment rules can also be modified using the process.
• Send Batch Email: This process sends emails to a target list, no leads are entered into the project.

Additional options that need to be included on the Project Attributes include:

• Project Code is used for specialized lead handling, leave this field blank. If specialized rules are needed, call GrowthPoint to discuss if you need special lead handling and we can help determine how to accomplish your goals.
• In the Division drop down choose the appropriate division for which the leads are intended. This selection is used for reporting purposes and is unique per client, it is possible that you will not see this field.
• In the Source Type of these Leads? dropdown choose an option. This is the marketing tactic for the lead, there is a drop down to select from, you can also add to the list if there is a source type missing. However it is important to keep the list concise.
• Enter the (5) Lead Source – the lead source is seen by the sales person and is utilized to track the lead. The source can be the same as the project name but does not have to be. The Lead Source might be common between several projects if you want to group them together. A case where this may be used is a set of events.

Select Lead Source

The Lead Source section indicates how the lead are being generated. Leads can be entered from an excel spreadsheet, via a LeadCentral Landing Page(s) or from a text email or from more than one Source. Description of Lead Sources:

• Batch Excel Import: When the leads are being entered from an excel file for tactics like a tradeshow this box is checked.
• Landing Page(s): When leads are entered via a LeadCentral Landing page this option is selected. More information about setting up a landing page can be found here.
• Automated text email: This option is used to collect leads by integrating with other systems or websites, if you need more detail or want to explore this option contact GrowthPoint.

In this example we are entering leads via a (4) Landing Page, check the box next to that item. When this is selected the screen changes and an Add Landing Page button appears.

Click the Add Landing Page Button, in the (5) Add New/Edit Landing Page section that appears after you do this, Select a Page to copy from the Select Page To Copy or Create New dropdown.  Scroll down to Master Templates and Misc., click the plus by project entitled Current Branded Landing page Templates. Choose the desired landing page to copy. There is an overview of the available pages and their purposes in the Tools menu of your systems, under Template Examples.

You can choose to add a blank page and utilize a Wireframe to create the page. Wireframes are template that give you the look and feel of the page desired and with the editable sections being text and photos so that you know the functionality of your page will work, the layout will work good, and all you have to worry about is getting your message right. To get more details on how to use a landing page wireframe click here.

Choosing from this list will allow you to copy a page that is in brand compliance, has the appropriate fields contained and has been tested to ensure it looks good in a wide variety of browsers. After you have chosen a page to copy, select a domain from the drop down and name your landing page. Select a name for your page that is clear and concise, note that the viewer can see the page name you entered in the tab on their browser. When you are done entering this information click Create Page.

If you want to test several landing pages on your project you will need to set up an A/B test which will allow 2 or more pages to be tested against each other. For more detail on how to set up an A/B test click here.

Select how leads will be assigned

In the Lead Distribution section select from the drop down to indicate who should receive the leads. All leads are assigned even if they are not sent to sales. Choose default unless you know another option is appropriate.

Select lead grading method

In the Lead Qualification section choose a grade as a default for the project. Filter rules can override the grade selected here. A grade coming in part of the lead from the file or a landing page will override the default grade set at the project level.

The Telesales Required field is check if leads are going to be assigned to telesales, to use this option talk to GrowthPoint.

Customer Communications

In the Customer Communications section you have the option to choose who will receive emails when the lead is entered into the system. The email to the sales notifies the sales person that they have a lead to follow up on gives them details Once the lead is in the system it is important to send a communication to the prospect to thank them for their interest, further engage the prospect with additional offers and provide them with the name of their sales person.

• Sales and Prospect: Both the prospect and Sales person will receive an email message when the lead is entered. It is always good to email the Prospect to engage them further. The Sales persons needs to be notified when they are assigned a new lead for follow-up. Only leads that are graded Hot or warm will be sent to the sales person even if this option is selected.
• Sales Only: An email is sent to the sales person when the lead is entered in the system, emails to sales are only sent if the lead is Hot or Warm. If this option is selected and the lead grade is not Hot or Warm no email will be sent. This option is used when you don’t want to send the prospect an email, maybe they have previously received one, or the leads are old and you want Sales to follow-up but not notify the prospect because of the delay.
• Prospect Only: An email is sent to the prospect but not to the sales person. This is an good option for an event registration
• None: No emails are sent out.

After you have selected who will receive an email additional boxes will appear to select the email templates you want to use based on who should receive an email. For the Prospect email option select the Blank Template in the Prospect Email Template from the dropdown. This will give you a blank slate for entering content. After you have selected a template you will have the option to name your email template. When you are done click OK. Later you will have an option to select a wireframe and enter the data for your email. If you wanted to copy a previously created email select the desired template from the Campaign/Project listing found in the drop down.

For the Sales Email template dropdown choose the default sales template.

The Redirect all Project Email box in the Customer Communication section is used when testing a project. If you check the option and enter an email address all the projects emails will be sent to this address. This will be discussed further in the testing section.

Project Goals

The Project Goals section is optional if the data is entered, it can used when completing reporting on the project. Notes and comments can be entered in the box at the bottom of the form, these notes can only be seen when inside the MRC.

When you are done making changes click update. After you have clicked update you will see your new project listed on the left side of the screen with the email templates you indicated.

In this step you will customize the landing page for the specific offer. Before starting this step, determine what the offer will be and how its value can be “sold.” When the visitor reaches the website, they need to see the value in taking the time to complete the page and request the offer.

In the Campaign list to the left of the screen, find the project and click on the landing page you want to edit. Landing pages are designated by a blue and yellow page icon and the page name you provided when the page was created. The page will open on your screen on the right to the Landing Page Summary Screen.

To simplify the process of creating a landing page you can utilize a landing page wireframe. This is the template which has the outline and design all fixed and set-up for you with text boxes where you can add your content. A huge benefit of utilizing a landing page wireframe is the design of the page is set and by a click of the button you can open a text box to add your content, you do not need to create a design, write or edit html or choose a font size or font type that is all pre-set for you. The form fields are set and do not need to be modified in any way. Specific fields that needed based on the page type are already there for you. For example Country must be included if someone is opting into a newsletter and if you have specific information that needs to be collected so the leads are graded appropriately those fields are included in a lead generation page. There are several different templates to choose from, sales lead, nurture lead, pages with and without images. The templates are named so it is clear which ones are to be used for a nurture campaign vs. which templates you will want to select when you want a sales lead created.

So how do you create a landing page using a wireframe template?

1. Add a landing page to your project by choosing the option “Add New Landingpage” option. If you need more details on creating a project or adding a landing page to a project click here.
   • You can choose to copy an existing page if so desired. If the original page is a custom page the html page will be copied over. If the page you are choosing to copy is in a wireframe then the wireframe and its current content will be copied.
2. Click on the Landing Page Summary and choose Wireframe in the Landing Page Creation Method section. When you do this you will see the wireframe available. Your choices are in folders and named clearly so you can tell the purpose of each option. If you are not sure which option will best meet your needs, contact your project manager. Do you need help choosing a Landing page Wireframe? The naming structure explaining how to easily determine the purpose of each wireframe is outlined here.
   • If you determine you want a different Landing Page wireframe it can be changed. If you change wireframes you will loose any content you have entered. We recommend that you delete the landing page from the project level and start over as this will make sure you have no browser caching issues that will cause your page to not look right. After you delete the page start back at step 1 adding a new blank page.
   • In the Edit Landing Page tab as well as on the Landing Page Summary you can see the name of the wireframe you have chosen. (1)
   • There is an image of sample landing page wireframe shown on the right, in this sample there are images included. (3) Not all wireframes include the option for images.
3. Next step is to add your content. To start click on the Edit Landing Page Tab. Adding content to a Landing Page is the same as adding text to a Email Wireframe. There are details below, however you can also find more information on adding text here. A screen shot of a sample landing page is shown to the right.
4. On the Edit landing page tab click each text box to open the Dynamic Section pop up and add your text. (2) There are separate text boxes for each type of content, the headline, subhead and body text. When adding text the font size and type is preset for you all that is necessary is for you to add the content, however you are able to bold, underline, indent add bullets and hyperlinks if you so choose. After entering your content into text box click save (the button is at the bottom of the Edit Dynamic section popup box) and after all the content for you landing page is entered click update at the bottom of the landing page.
   • If you want to copy the text for the page from a word document you can, it is recommended that you paste the plain text into the wireframe. You can also copy the text from a different landing page. In this case it is recommended that you open the page in a browser that you want to grab the content from. They copy the desired text and paste as plain text in the new landing page wireframe text box.
   • To paste as plain text, copy the desired text then right click in the Dynamic section popup (that opens when you want to add text) and choose paste as plain text from the drop down.
5. Does your page have editable images? If so you will see gray boxes on your landing page wireframe. (3)When you hover over the image the cursor will change to a pointer hand. Click the image placeholder to view the document manager will appear, you can upload new images or select one from the library. If you need more detail on how to use the Image Manager click here.
6. The form fields are set (4) and will map to the appropriate fields in the live system. These fields are not editable. If there are fields you need on your wireframe that are not there talk to your project manager who will be able to determine if there is a better template to use or if a new wireframe is necessary.
7. After entering text for your Landing page the next step is to enter content on your thank you page. To do this click on the Edit Thank You Page Tab. Just as you did on the landing page click each text box section and add and save your content.
8. Do not forget to add a link to your offer (if there is a downloadable offer) in the “Download Now” button.
   • When you click on the button you can change the text in the pop up window. To do this simply type over the existing text and click save.
   • Next click on the Hyperlink icon in the Edit Dynamic Section window. The Hyperlink Manager window will open, allowing you to create the link to your document. How you create the link depends on where the offer is stored.
   • Document stored in LeadCentral:  Click this option to see a menu of folders where the offer could be stored. Navigate to the correct folder and select your offer document. In the Link Name field, label the link with the name of your offer. Leave the other fields at their default and click OK.
   • If the document isn’t stored in LeadCentral and you do not plan to take advantage of LeadCentral’s ability to track and report downloads, select  In the Hyperlink manager window select, Manually enter URL. Enter the URL and the Link Name, then click OK.
   • To link to a document stored within LeadCentral that has not yet been uploaded, first the document must be uploaded into the Document manager, click the (2) Document Manager icon. When the window opens select the folder to add your document to, or create a new folder and then select that folder. Click Upload at the top of the screen, click select and find your file for uploading. It is a best practice to not have spaces in the document name. After your document is selected click Upload at the bottom of the screen. You can upload multiple documents at one time.
   • After the item is uploaded highlight the text that you want to link to and click on the (1) Hyperlink Manager icon, select the radio button for Link to a document stored within LeadCentral. Select the document you have just uploaded, you should enter a Link Name. This is not mandatory, just a best practice. Click OK when you are finished.
9. When you are done with your Thank you page edits make sure you click the Update button at the bottom of your page to save your changes
10. You are not done yet. The last step is to test your new page. It is very important to review and test the landing page. Proofread the text to be sure it accurate and grammatically correct. If you are using a Landing Page Wireframe you will save yourself some time in testing since the look and feel of the page (in a variety of browsers) as well as the field names are already tested and mapped correctly. There are several ways to test the page and you can read about the process in detail here.

Alternatively you can create your own page

An existing page can be copied or you can start with a blank page and enter all your own HTML. If you copy an existing page we recommend that you choose a template from the Master Custom Landing Page Templates Campaign.

1. If you are changing content/or adding content to a copied Customer Landing Page Template begin by clicking on the Edit Landing Page tab to view your landing page. Highlight the text you want to edit. We recommend changing a paragraph/line at a time. For example, first highlight the Headline and make the necessary change, then highlight the next section and make those changes.
2. The format of the text is built into the page, so new text you enter will format automatically. The form fields on Custom Landing Page templates are set and will not need to be modified.
3. When you are done making your text changes, click Update at the bottom of the page. If you forget to save you changes, you will get a reminder message. If you do not want to save your changes, click Cancel.
4. Edit the Thank You Page. To do this, click on the Edit Thank You Page tab at the top of the screen. Make changes to the text using the same process used for changing the landing page text.
5. It is critical to remember to add the hyperlink to  your offer on the thank page. There are instructions above in step 7 above in the instructions on using a landing page wireframe if you are looking for more detail on creating a hyperlink.
6. Click update to save the changes you made to the Thank You page.
7. Don’t forget to test your new page. When creating a page from scratch it is important to view the page in several different browsers or use a tool such as BrowserStack to see what a page looks like in a wide variety of situations. Pages can look dramatically different in different browsers which is why we encourage the use of wireframes as all these factors are already tested. To test your landing page you can follow these tips.

Advanced features are available on all types of landing pages

On the Landing Page Summary tab you will find a variety of advanced features that allow you to add special handling to your landing page.

Landing Page Advanced Features Window

To reach these click on the Advance Feature button on the landing page summary tab. The options available include:

• Redirect URL: Redirects the user to a new URL after he/she clicks Submit on the landing page.
• Landing Page Code: Allows enabling of special rules based on the needs of your project. Talk to GrowthPoint for more information.
• Landing Page Offer: The Current Offer can be tracked in this page, if data is entered here it is viewable in the Lead Resource Center. We have the ability to track all offers, and pull a monthly report to show the results of these offers, if that is something you are interested in then an offer would not have to be entered in this field. To have this report created contact GrowthPoint.
• Security: Leave setting as No.
• Landing Page Referrers: Leave blank. Used for reporting.
• Setting for Pass through Cookie: This is an option you might want to modify. When enable, it allows visitors to avoid re-entering their contact data in order to retrieve an additional offer. You can provide this feature for return visitors to only this page, the project, the campaign or your domain. You can time-limit this feature to the desired number of days. We recommend allowing a pass through cookie for only the page, with a Cookie Expiration of 30 or 60 days.
• Preset Field Values: This option allows a field and field value to be entered on every lead submitted, without the visitor having to fill out the field. An example would be to enter the title of a document offered. To use this feature, click the plus sign on the bottom of the Preset Field Values window. In the Fields dropdown, start typing a field name to see all the available fields containing those characters. Click on the desired field, then enter the value (e.g. the document name) in the Value field. Click Save then click Update.

A good landing page can help you:

• promote an ebook
• redeem marketing offers such as free trials, demos or even coupons for your product
• sell a product
• create a focused, interest-based email list to nurture into leads
• drive traffic to your Facebook page (very social)
• educate your prospects
• promote awareness of your brand

Now that you understand the importance of a landing page, how do you make one that will work well? Following are some best practices for creating effective landing pages.

Campaign Specific

One of the biggest differences between great landing pages and okay pages is specificity. Your offer was intriguing enough to grab someone’s attention and earn their click, so why would you send them to a page or website that doesn’t continue to talk specifically about that offer? The best landing pages are designed to match the ad and the offer that will drive traffic to it. They are targeted, specific and contextually relevant.

Have a clear goals and strategy

What is the main goal of your landing page? Is it to create new prospects that you will nurture into leads over time? Or are you trying to generate qualified leads from the page?

If your goal is to create new contacts to nurture, asking only a few questions will give you a higher conversion rate. If your goal is qualified leads, you need to ask qualifying questions. Unfortunately, that will scare some people away. Ask only needed questions and be sure your offer is so compelling that the prospect will be willing to answer your questions.

Do NOT have distractions on the page. All content should help entice the prospect into converting. For example, do not have links to other sites on the registration page. You can add those to the “Thank You” page.

Have a strong, clear call to action

If you don’t ask for it, you probably won’t get it. When visitors arrive on your landing page, they want to first know that they are in the right place, and then they want to know what to do next. Use a strong call to action to direct their attention towards your offer. A good call to action is attention grabbing. It asks a visitor to take one clear action while also reinforcing what your visitor will get in return.

Clear value proposition

Don’t forget your pitch! The page your visitors land on is totally under your control, and it’s your chance to create an experience that convinces your prospects that they need your service or product. Make sure your landing page clearly defines what your business has to offer and then makes them want it now. A clear value proposition helps attract better lead quality because visitors are able to identify whether your product or offer is a good fit for them.

Strong headlines matter

Just as quickly as someone clicks to your page, they can click away. Although your ad may have initially captured a visitor’s attention, your landing page only has a few seconds to convince visitors that it’s worth their time to stay and  read a little more. Let visitors know what you have to offer and pull them in with strong, appealing headlines. Incorporate your offer and value proposition into both your headlines and subheads.

Constantly test every thing

When the page is first created, test how it displays on different browsers. Also test to make sure that, when the form is submitted, a lead is created with the correct fields. If you need help, contact your GrowthPoint contact to help.

Once the page is active, check conversion rates and how well you are meeting your goals. If your rates are low, evaluate why. Is your offer not compelling or is there some other issue?