All Together, Now…
How do you feel about harmony? Are your marketing efforts in coordination, exhibiting uniformity, and are they immediately recognizable by your developer audience? Do you end each workday in deep satisfaction knowing your systems are in balance? When you consider your advertising in the context of harmony, do the elements support each other to deliver a message that is recognized, accepted, processed, and engaging to the viewer? If the answer to any of these questions is a defeated, “No,” or if your advertising results do not meet your expectations, perhaps something is in discord. Let’s start at the beginning…
What Are We Doing?
Sometimes in campaign development, the goal is lost due to conflicting requirements and too much input from too many people. The term “scope creep” comes to mind, and this has to be controlled for a campaign to be effective. A handful of goals generally exist for advertising, and all are legit — you just have to know from the onset what your intentions are and what results you expect. Consider advertising a confirmation of assumptions about the right message that will resonate with the right audience, who, as a result, will respond as predicted.
As the nexus of your campaign, the ideal landing page has to be constructed to focus on one of the following actions:
- Demand generation or brand awareness advertising that will lead to better recognition and acceptance of your brand and products
- Lead generation that will generate marketing qualified leads, which will lead to sales and generate revenue for your company
- Education using information and tutorials that excite developers and help build a strong relationship between your brand and your audience.
Clarity in Motion
Let’s look at the elements of advertising and a corresponding landing page through the lens of a carefully selected and clear strategy and intent. To do this, we recommend that you work through this series of questions:
Do your campaign elements appeal to general developer demographics, or are you targeting a specific demographic?
According to the DeveloperMedia Audience Survey of March 2021 by Evans Data Corp, the gender of the developers surveyed is gradually shifting away from predominantly male. Most of the developers surveyed are lifelong learners and typically have degrees in computer science or math. Using data points like this will improve your chances of resonating with the right audience.
Does the message grab the reader’s attention?
To grab a developer’s attention, your advertising and landing page should be enticing without telling the whole story, so that the reader is engaged and wants to learn more. Some significant issues are top-of-mind with developers, according to the State of the Developer Nation Survey by SlashData. These include changes in programming language preferences, machine learning, emerging technologies, and the impact of COVID-19. Aspects of these issues can be used to position products and connect with developers in ways which are relevant to their values. Considering that developers have significant influence on purchase decisions, your message has to be framed in a context that appeals to their areas of interest.
Do the visual elements of your campaign flow and help tell the story?
Unless you are a fan of cognitive dissonance, visual appeal is important. Key points of visual impact include using white space to effectively highlight the critical aspects of your message, and your choice and use of colors, text and layout can either reduce or amplify your message.
Does your landing page “Go for the close?”
Landing pages must have a call to action, and that call to action has to be explicit. Don’t expect people to figure things out for themselves. Make sure that landing page links are clear and that the content those links send your audience to delivers on your promise. Don’t confuse or deceive — deliver on your promise and earn the trust of your audience.
In Conclusion: Let’s Hear It for Consistency
Landing pages are critical to the success of your advertising campaigns. They present your intentions, reinforce messaging, and present the call to action. Consistency within your landing page’s elements will resonate with the developer audience and lead to positive reactions and uptake. Set goals to go beyond increasing click-throughs. Instead, stretch toward building relationships and developing advocates for your products and your brand!
DeveloperMedia – Audience Survey:- https://developermedia.com/wp-content/uploads/2021/05/DeveloperMedia-Audience-Survey-2021-v210503.pdf
SlashData – State of the Developer Nation Survey:- https://www.slashdata.co/free-resources/
DeveloperMedia – Visual Elements:- The Developer Experience: What Should Your Landing Page Look Like? · DeveloperMedia
DeveloperMedia – Best Practices:- Developer Marketing Best Practices: Make Your Landing Page Developer-Worthy · DeveloperMedia