This came up on one of our Bee Digital weekly team calls. The topic of conversation: A/B testing landing pages with different hero banner formats. Yes, we are marketing geeks.

Typically, for a landing page promoting a downloadable guide or webinar, we recommend focusing on a single promise that addresses *one* key pain point. This clear, strong message will prompt action.

But what’s great about this Google-y concept is you can be focused and cover multiple pain points.

You’re also actively engaging anyone who lands on the page to take immediate action by leveraging a format we are all familiar with. When we see a search bar, we automatically know what it is, how it works, and what to do next.

With a discovery-style feature as the focus of your landing page, you can…

1. Boost your visibility

Unlike traditional blog posts, LinkedIn newsletters are sent directly to your subscribers, ensuring better visibility and higher open rates.

It’s a straightforward and more reliable way to connect with your followers compared to regular LinkedIn posts that might get lost in the feed.

2. Build your authority

We often advise our clients to adopt a thought leadership position in their product domain.

And a solid way to do that is to share valuable insights through a LinkedIn newsletter. The audience is (mostly!) professionals and decision makers so this helps you stand out as an expert in your field.

By consistently providing useful information, you build trust and credibility with your audience.

3. Gain actionable insights

LinkedIn newsletters come with built-in analytics.

You can see who’s opening your newsletters, what content they’re engaging with, and how your subscriber list is growing.

These insights help you fine-tune your content strategy, ensuring you deliver what your audience wants and needs.

The initial email in your onboarding sequence packs a punch in terms of open rates.

Your new customer is excited to get started, so the very first email needs to paint a vivid picture of what success looks like with your product and how to get there.

Imagine a scenario where you’re introducing your educational tool to a new customer.

You might explain, “Using [edu product] means changing [a process] in your school but we know that once you complete 3 lessons with [edu product], you’ll never want to go back to the way you did things before.”

If your new customer has an easy path to getting the most from your product then they’re more likely to retain your services at renewal time.

Direct Access to Educators

When educators provide their personal email addresses, like johnsmith@hotmail.com, you can talk to them directly without any obstacles.

No more worrying about gatekeepers or filters. It’s a direct line of communication that improves the chances of your messages reaching them.

Personal emails tend to bounce less

School email addresses tend to be super long and, having seen tens of thousands of school email addresses through our clients’ campaigns, the teacher’s chance of misspelling it incorrectly is higher than you’d think.

This inevitably leads to hard bounces.

And the teacher won’t realise they spelt their email wrong – they’ll just think you’re ignoring them 

Long-Term Relationships

Getting personal email addresses means you can maintain contact with educators even if they switch schools or roles.

If they leave their job, they leave their school email too. This potentially means losing a great advocate for your product when they start at a new school. A personal email address and your route into their inbox travel with them.

Basically, you don’t have to start from scratch every time they move on.

Retargeting

If you run social media adverts then you can use personal email addresses to build an audience in Facebook.

When setting up retargeting ads, you can upload their email addresses to Facebook to retarget them and create a ‘lookalike’ audience.

Wider reach

Live streaming lets you reach a wider, more diverse audience than real-world events. A physical venue has limited space, teachers need to take time off, and travel to get there… and you’re not even guaranteed face-time with warm leads at your booth. Live, online events have no restrictions and are convenient to join.

Increased engagement

Live streaming generates higher engagement compared to pre-recorded videos or static content. It offers a sense of immediacy and interactivity that encourages viewers to comment, ask questions, and participate in real time.

Authenticity

Live streaming allows businesses to showcase their personality, expertise, and authenticity in a more human and relatable way. It offers a platform for behind-the-scenes access, product demos, and thought leadership content.

You’re creating memories

This is not something you can really prove through marketing statistics but a live stream is an experience that kids and teachers will remember. And, importantly, talk about.

Your education product is designed to ease or eliminate a specific challenge facing schools.

But here’s the rub.

In this audience zone, while educators “feel” that pain, they don’t think there’s a cure.

A teacher may express that pain in staff meetings, over a cup of tea with colleagues on playground duty, or just mutter curses under their breath.

But they’re resigned to it. It’s just something they put up with.

And therefore they don’t even think to find a solution.

So how do you build awareness of a problem teachers aren’t really trying to fix?

If this feels like your audience then step one is accepting you’re in the exciting world of creating a new product category (most educational brands are fighting for sales in well-understood domains and categories).

You need to give a voice to that pain and, like a snowball gathering size as it barrels down a hill, build a marketing strategy that makes you the obvious ‘pain relief’.

There are two main types of hubs that teachers will appreciate – a “customer success hub” and a “brand hub“.

Both can be microsites or dedicated areas of your website that showcase your brand’s authority, and demonstrate your expertise on subjects relevant to your target audience.

This ties in to the aforementioned defining categories:

1. Offer promotions, upsells, and cross-sells from other products and services that are relevant to them. Let them bask in your value.
2. Give away valuable tools, and strategies they can use to improve their professional lives, in place of vouchers, discounts, and money.
3. Radically improve your onboarding process, so customer expectations are 100% clear.