Inboundcon 2016 Landing Page: Social Strategy

An analysis of the buzz and strategic aspects of Toronto’s Powered by Search’s Inboundcon landing page.

PBSThis coming October 6, one of Toronto’s premiere inbound Web marketing firms, Powered by Search, is staging their annual Toronto-based InboundCon symposium.

<img src="inboundc.jpg" alt="Inboundcon logo" />Over the course of a single day, 12 experts from Canada, the US and the UK, will speak on such state-of-the market topics as:

  • Conversion optimization
  • More complex forms of A/B testing
  • Inbound traffic generation
  • Local search engine optimization and tracking

Multi-Purpose Landing Page
At first blush, Powered by Search is promoting Inboundcon in a conventional manner, via:

  • The InboundCon.com website
  • Emails to last year’s attendees, new-prospective customers and partners, and a
  • Landing page with a social media promotion introduced at their monthly InboundTO Meetup presentation last week

<img src="PBSLandingpage.jpg" alt="Inboundcon landing page" />

Apart from representing proper landing page composition (single, easily accessible offer, time limitation for urgency, no extra info etc.), the landing page strategy has wider implications, benefits and marketing spin-offs for its creator.

First, let’s understand that the $200 Early Bird discount (if tickets are purchased by July 31st) made in the Inboundcon website and the landing page are identical. No big deal: they’re just different channels.

The difference is the type of outreach. The website is a 1-to-1 conversation to educate, promote and gain commitment; the landing page is a 1-to-many, multi-channel broadcast with a feedback loop, as those getting the word out must contact Powered by Search to obtain their $200 discount.

Why might Powered by Search undertake such an experiment?

Lead Generation + Discovery of Social Networks

  • If emails are sent, their addresses will be retained and, possibly, mined, for lead potential
  • For social shares, automation tools can measure-track their diffusion and determine: 1) Who the most prominent influencers are, 2) Whether their employers are prospective clients, based on their projected marketing needs and budgets
  • Social shares builds: greater awareness of Inboundcon; more PR for Powered by Search; more follows; social mentions; incoming traffic and a stronger branding footprint in their local area
  • Post-July 31st analysis provides a wealth of statistical insights future promotions can be judged against
  • A landing page model for use in client presentations and applications research: “Here’s what we did; here’s what we found; here’s our results. This could work for you.” Social media-shares behavior findings would likely be of great interest to companies unfamiliar with social media psychology and marketing potentials