Why Do B2Bs Need Self-Nurturing Landing Pages to Turbocharge Leads?

How do you spend your free time away from work?

If you’re like most people, you enjoy watching your favorite Netflix or Hulu shows, listening to your favorite curated Spotify playlists, scrolling through Facebook, and shopping through your favorite app.

Top apps like these all have one key feature in common: endless streams of personalized content.

I’m willing to bet that when you visit a new website, you feel frustrated if it doesn’t live up to the UX and personalization standards set by tech giants like Amazon, Ali Express, and Facebook – even if you don’t realize it.

Well, your B2B buyers feel the same way about your website.

According to the latest research, 62% of businesses will consider switching vendors if a brand doesn’t even try to personalize its communication.

Self-nurturing landing pages are the answer to generating more (and higher quality) leads while meeting buyer expectations.

Why Your Form is Outdated

According to research from Google, 50% of B2Bs conduct searches from their smartphone with the average buyer spending an average of three hours each day on their mobile device.

By next year, this figure will skyrocket to over 70%.


Source: Google

Your website might be optimized for mobile browsing with a responsive design, but what about your lead magnets and landing pages?

If you’re nodding your head “yes” but still using forms, your website isn’t completely mobile-friendly. Let’s get real: no one likes filling out forms—least of all B2B buyers on their phones. It’s just not a fun experience.

Sure, if there’s an emergency like time-sensitive concert tickets or event registrations, you’ll race through the form – but that’s the exception to the rule.

I promise that no B2B buyer is arriving at your eBook, report, or authoritative blog post and thinking “Awesome! I’m so glad I can give another company my email address, job title, and name just to access this piece of content!”

Forms are holding you back. Self-nurturing landing pages are the future.

Self-Nurturing Landing Pages: Your Roadmap to Generating Leads

Ditching forms needs to be part of a broader personalization strategy.

By implementing the following strategies, you can generate not only more leads but higher quality ones.

Boosting access to your content means that people won’t hand over their email address unless they’re 100% confident that they genuinely want to stay in contact with you.

Personalize Their Route Based on Weather Conditions

B2B marketers across the board say they struggle to leverage data across multiple sources.

That’s really the first step to creating a personalized self-nurturing strategy: getting your data in order.

With Hushly, for example, we can personalize content as soon as someone visits your website based on data from various sources. By showing them the best topics and types of content, they’ll stay on your website longer which instantly improves your brand awareness.

Let’s say a buyer visits your website and based on data from other sources, we can tell that they work for an NGO. Your website would then continue showing them similar content that other NGO workers may find interesting, for example.

Drop Dead Ends with Content Bingeing

When someone gets to the end of your eBook or case study, what happens?

If it just ends without other personalized content offerings, you need a new solution. Self-nurturing content bingeing features can help you clean up dead-end landing pages.

Why is this important?

B2B decision-makers like to educate themselves at their own pace and 78% say they consume at least three pieces of relevant authoritative content before committing to a vendor.

Are you allowing buyers to consume content at their leisure – or rationing it?

Put yourself in their shoes: would you rather browse and research an endless stream of relevant content or read one blog post, sign up for a mailing list, and receive content stretched out over an email sequence?

Probably the former.


Source: Hushly

Supply a Few Route Options – But Avoid Roundabouts of Endless Choices

Roundabouts can help keep traffic flowing but when a city first constructs one, people initially hate it.

Why? Because it supplies too many options and drivers don’t know how to use it.

How would you feel if Netflix or Facebook started showing you random topics that you’ve never expressed interest in? You’d get angry. You may even take a screenshot and share your frustration with friends.

Choices are good. Too many choices aren’t.

By properly categorizing content and employing data-driven personalization tactics, you can create a mini-Netflix on your own B2B website.

Get Them Off the Expressway at the Perfect Time

The average office worker receives 121 emails every day.

The last thing your buyers want is more newsletters in their inbox that they know they’ll unsubscribe from later or just never open.

People don’t mind handing over their email address, but they need to be in control. Let your content speak for itself and let buyers give you their contact information when they’re comfortable.

Instead of using popups, use widgets and other tools that aren’t intrusive and don’t get in the way of accessing most of the content.

Skip the Toll Roads (Fully Gated Content with Forms)

If you haven’t noticed, forms are not enjoyable experiences on mobile devices – yes, even with Google’s autofill feature.

When you do attempt to ask for an email from your self-nurturing landing page, make sure you’re sticking with the bare necessities. At Hushly, we recommend only asking for an email address and country location – that’s it.

You wouldn’t tell personal info to someone you just met on a dating app, right? Let your buyers get to know you a bit before asking for more information.

Generate More (and Higher Quality) Leads Now

Beyond the strategies above, it’s also important to thoroughly vet your leads. Eliminating forms means that you’ll already deal with less fake email addresses, but human verification is also important to prevent non-business emails from slipping through.

Hushly can help you increase your lead conversions by 51% – guaranteed. See it in action now!

4 Essential Online Content Development Habits

online content development

Are you struggling with online content development?

Do you watch your competitors publish post after post that always seems to do well?

Then, it might be that they simply have better habits than you.

The 4 Best Habits to Form for Online Content Development

That’s right. Instead of some secret writing technique or just blind luck, better online content development often comes down to having the following four habits.

1. Check Your Analytics Each Morning

The easiest habit you need to develop to keep your content marketing efforts on track is just to check your analytics every day.

You work hard to continuously push your rankings up Google’s SERPs, so you need to know right away if you’ve slipped down a spot – or maybe even several.

In that case, you have to adjust your editorial calendar immediately to regain ground. If you wait even a week, you might learn that more than one competitor has taken advantage of your absence, cutting your traffic substantially.

2. See What’s Trending in Your Industry Every Day

A big part of successful online content development is understanding the ins and outs of your industry. It probably goes without saying that you have that level of understanding, too.

Still, if you’re not checking in every single day, you’ll miss out on opportunities to jump on new trends, opinions, and other developments that could form valuable content. You never want to be “last to the party” when it comes to your industry.

Also, by checking in regularly, you’ll often be able to predict what next month’s hot topics will be, so you can stay ahead of the crowd.

BuzzSumo is a really great tool for this if your industry is fond of social media.

In short, this platform shows you what’s trending by keyword (among other features). Therefore, each day, you can set the parameters for 24 hours, enter your relevant keywords, and make sure you’re not missing any opportunities to join a growing trend that could net your new leads.

3. Read About Online Marketing at Least Once a Week

We understand you’re probably very busy, so adding one more priority to your already-growing list of things to do may not sound especially appealing.

Still, your competition is always one new insight away from finding their way ahead of you or increasing their lead further.

Even if you’re not the one who handles online content development for your company, it pays dividends to understand the industry’s back practices, so you can make sure your team is following them.

When it comes to online content development, some really great websites to bookmark and read over once a week include:

These are great tools for familiarizing yourself with the industry. Over time, you’ll also find it much easier to simply skim articles or even just headlines to make sure you’re staying on top of what it takes to publish winning content.

4. Make Networking a Priority

You don’t need to do this every single day or even every week, necessarily, but you should be regularly looking for opportunities to connect with others in your industry who are also focused on content marketing.

Obviously, you’re not interested in networking with competitors.

Instead, look to form connections with influencers or anyone in a shoulder market who’s publishing content you admire.

There are a couple of reasons for this.

The first is that the more content-creators who know about you, the easier you’ll find it to earn those valuable backlinks. If they read your content, like it, and link to it, you’ll enjoy an improvement in your rankings, which means more traffic. Far too many content-creators simply publish blog posts and hope someone will find and link to it on their own.

Secondly, you might find some beneficial collaborative opportunities in the future. This could bring your site some great backlinks, too, but it could also help boost your profile throughout your industry. Prospects who may not have otherwise been familiar with your company will learn about it by reading the content you’ve created with another authority figure they regularly read.

Use Your Online Content Development to Gain More Conversions

At the end of the day, the habits listed above aren’t just for better online content development. The whole point of creating better content is so you can attract more leads and prime them for conversion.

One of the easiest ways to do this is to simply use Hushly.

Contact us today and we’ll show you how we’re able to guarantee clients a 51% boost to their conversions.