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Last time we talked about The Promo Chain.
Today we’re going to go one step further, but first we’re going to go one step backward. Obviously if you want people to make the JUMP, you have to have something to jump TO. That’s where “Landing Pages” come in.
We will talk a lot more about building your landing pages later. For now, I want you to see that the Promo Chain is not static. It is not a one-time and you’re-done deal. It needs to be well-thought out in every content and promo you do. Here’s why.
Let’s say that you do a tweet that makes people jump to a landing page that reads like this:
Hi, my name is Staci Stallings. I was born in Texas and have lived here all my life. I love to cross-stitch and play the piano. Of course I like to write too…
Do you see the problem?
1) No HOOK!
(And I’m boring too, but we’re going to ignore that for now.)
When you get someone to make the JUMP, your Landing Page must restart the Promo Chain… even if it’s a content package. If it doesn’t, they will be gone.
So a dynamic marketing campaign looks like this:
A single tweet is easy (okay, easi-er!) to get The Promo Chain right. When you do a whole campaign or a whole career, it gets more challenging.
Each landing page, to the best of your ability should start the chain over again. (Some, like Amazon book pages, you don’t have control of layout, but there are things you can do to make it a great landing page, and we’ll talk about that later.)
For now, how and where are your promotions breaking down on The Promo Chain?
This diagram would take you from a tweet, through a blog post, and onto an Amazon buy page. And that’s just one example. There are thousands.
Just start thinking about bringing a reader from that first hook all the way through buying. The better you set this up, the more potentials you will turn into readers!
Very nice way to explain things!
I tried something similar to this for my recent kindle promo. I was lamenting to my wife after the first day that I’d spent all this time on a wordpress page for the promo and was getting few clicks. I didn’t just want to lead people to my Amazon kindle page, but to something that had the reason for the promotional and the dates for the promotion and a link to my paperback eStore special. Leading people to either ended the chain right there. But, I did wonder if people went further, so I tracked the clicks for each link on that page to gauge interest. The second day is when traffic to that promo page picked up. I won’t know how successful it was until next week when I can check the Create Space sales report for the eStore.