We’ll come out and blatantly say it: Digital advertising is a gamble. It’s like DFS play - you win some, you lose some. It’s a gamble that quite frankly, many fantasy sports businesses shy away from. We talk to a lot of businesses each week. And at least once a week we hear from a fantasy sports company that tried to market their business online in the past and failed miserably. They’ve been burned. They’ve invested money into something that didn’t provide them the new players, new subscribers, or new downloads they thought they’d get. So skepticism sinks in.
There are really three things that cause a fantasy sports company to fail at digital advertising. The first two are really crap shoots and take some time to manage and tweak: budget and targeting options. That is, not spending the right amount on a campaign and not targeting the right people. But the third is something that can be fixed immediately: sending people who click on an ad to a place where they can’t truly become a “conversion.”
When you run any type of digital marketing campaign, where do you send people who click on your ad? We contend that if you’re sending them directly to your website – whether it’s your home page or a single page within your site – you’re doing it wrong. You’re missing out on really capturing important data about that visitor. To maximize your results, the only place you should be sending paid traffic to is a data-grabbing, information-packed, simple-to-scan landing page.
When you send a paid click to any page of your website, the visitor will become overwhelmed with distractions: links, contests, pricing sheets, news, etc. But if built correctly, landing pages are the most effective way of achieving your overall marketing objectives. Unlike other generic pages on your site – or particularly your home page – every piece of a landing page works towards a measurable goal while cutting through the clutter of the rest of your site.
Landing pages are much more streamlined and organized than any other page on your site, thus becoming much more effective. They should be designed with an end goal in mind: more player sign-ups; more subscriptions to your service; more subscribers to your newsletter; more downloads of your app. So what do you include on your landing page?
Before anything else, define your objective. What do you want someone to do when they come to your landing page? Looking for people to sign up for a sleeper pick newsletter? A couple of sentences about the benefits of your newsletter, a quick call-to-action, a basic form with a simple button could be all you need on the landing page. Looking to sell a subscription to a projection system or analytics platform? Highlight the advantages, throw in some good testimonials, and hit them with an awesome call to action and button. But if you don’t define your objective before anything else, you’re going to clutter your landing page with irrelevant information.
Next, construct a killer title for the landing page. This is the one component that will grab attention immediately. It determines if someone will stay on the page, or simply bounce and go somewhere else. According to the Nielsen Norman Group, a user has time to read 28 percent of the words on an average Web page. However, 20 percent is more likely. So, those bold words at the top of your landing page? Take advantage of them. Give your visitors a reason to take action.
As for content on your landing page, keep it relevant, simple, and to the point. Relate to the audience and compel them to keep reading. “Our lineups sucked. Then we found this.” This should do the trick to get people to keep reading. If you have testimonials, include a couple. Let your customers tell your story and their successes using your service. And if you’re embedding a video into your landing page, make sure it’s short. No one is going to watch a five minute video on lineup optimization.
Landing pages offer the best way to capture relevant information about a possible lead. So make sure you include a simple lead generation form. Don’t ask for too much information, but capture relevant information like email address and name. If you’re a B2B fantasy sports business, it’s probably good to try and capture a phone number and/or company name, too. If you need any other information, follow up after they’ve converted.
And finally, include a strong call-to-action. Don’t get lazy when it comes to your call-to-action. This is the single most important factor to conversion and the true measurement of success for any landing page. Your call-to-action should use words that encourage visitors to take action. The CTA can appear multiple times on the page, but should be a single actionable item. In other words, you can’t ask someone to sign up for a newsletter, download a lineup sheet, connect with you on social media, and request information on a product all within the same landing page. One at a time, please.
The moral of this blog post? All traffic off a paid digital ad for your fantasy sports business should always go to a landing page. Keep your website off limits…for now.
Need help with your landing page and lead acquisition initiatives? Contact FantasyMeter today at firstname.lastname@example.org or (817) 729-8771.