October 1, 2015

Microsoft Dynamics CRM and Click Dimensions: Landing Pages

The integration between Microsoft Dynamics CRM and ClickDimensions provides a wide variety of feature-rich marketing tools. Tools that can be powerful assets for a company if they know where to find them, and more importantly, how to use them. Click Dimensions already provides outstanding training for their users, but we wanted to offer some tips & tricks for your company to leverage when using these features.

The first feature we will discuss is Landing Pages, which can be found under ‘Web Content’ (see screen shots below). Web Content records give your company the ability to create various different types of web pages such as: landing pages, contact forms, surveys, and subscription pages. However, for this post we are going to focus on Landing Pages.

You have two different options when it comes to building a landing page with Click Dimensions. You can use the ‘Block Editor’, which simplifies the building process by eliminating the need for code. Or, you can use the ‘Free Style’ editor type, which allows a bit more room for creativity. Once created, you can embed them directly on your company site, and track your results from the Microsoft Dynamics CRM interface.

ClickDimensions and Microsoft Dynamics CRM - Landing page creation

Use the navigation arrows to find ‘Web Content’.

Step 1a - LP Creation

Click Dimensions makes creating a landing page easy. However, creating an effective landing page is another story. That’s why we decided to put together some tips and tricks for your company to consider when building your own landing page(s).

Remove the main navigation pane

If you are planning to embed your landing page on your company site, then you may want to consider removing the navigation pane. It can distract from the messaging and could result in less conversions if the prospect decides to leave your page before converting. The ultimate goal is to keep them on the landing page until they convert.

Keep it simple

Try to keep your headline and body text short and to the point. Don’t overload your landing page with unnecessary images and confusing text. Make sure every sentence, every image, and every word is there for reason. Embrace the space!

Include social media sharing buttons

Click Dimensions makes it easy for you add social share buttons to your landing page, so use them! Social media share buttons don’t take up very much space, and it’s just another way for your prospects to share your offer / content with in their personal networks.

Build your lead capture form based upon your desired outcome

Typically, the less fields you have on your form, the higher your conversion rate will be. If you’re looking to grow your database, then keep it short and don’t ask for too much information. Just make sure you ask for enough information to allow your company to follow-up with them (I.e. first name, last name, email address, phone number).

On the flipside, if you’re looking to gain more qualified leads, then it’s okay to ask for a bit more information. Just make sure that everything you’re asking for is actually important to you and your marketing efforts.

If you want to find a balance between the two, you can set required fields for the most important information, and mark the additional information in your form as optional. Click Dimensions offers some great training resources on creating forms in the Microsoft Dynamics CRM interface.

Make your Call-to-Action (CTA) button obvious

You want it to be clear where they need to click to access your offer. Make the button large, bright and impossible to miss. Also, try to make the text on the button relevant to your offer. For example, if you’re offering a free whitepaper, make the button text something like “Get your free Whitepaper” or “Download Whitepaper”.

Highlight the value of your offer

It’s important to discuss the value of your offer versus the components of it. With the amount online offers people receive these days, you need to demonstrate the value of your offer as clearly and concisely as possible. Consider using bullet points or a short paragraph to get your point across.

Make your form look shorter

If you have a contact form with multiple fields, try to spread the fields horizontally instead of vertically. It makes the contact form feel shorter. You can also try A/B testing to see if it makes any difference in terms of your conversion rates.

Optimize your landing page for search engines

This one is more for long-term marketing campaigns, but it’s still worth mentioning. There are few basic SEO tactics you can look to implement when building your landing page. Make sure you’re using pre-selected long-tail keywords as much as possible without “stuffing” the landing page. It’s good to have your keywords in the URL, headline, body text etc… Encourage other sites to link back to your landing page. Link-building should be an important piece of any SEO strategy. Fill in your image alt tag(s) and meta-description with your keywords. This is one of the many ways to make it easier for search engines to crawl your page.

Tailor your content to your audience

Try not to get caught up marketing your offer to everyone. Decide which customer segment(s) you want to target with your offer, and custom-tailor the messaging around their pain points. You want make it feel like your offer is just for them.

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