Book Review on After Click Marketing

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I recently received a book from three leading bloggers and marketers: Anna Talerico, Justin Talerico and Scott Brinker, founders of IONinteractive. The book is “Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers” (note: I am linking to the blog on the book because the amazon link is ugly and also I don’t want you to think I am selling anything).

The book is compiled from blog posts from the authors from 1999 to 2008. The main idea behind the book is that the first click is more of a coincidence, whereas the real marketing begins after the first click is done: hence the term “post-click marketing” coined by the trio (the term “post-click” describes everything that happens after the first click (paid)).

Here are some key points to think about:

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  • 95-97% of visitors leave the site without converting (what if these were your best prospects?).
  • In web marketing, it’s the pitch, not the hits that counts (traffic vs visitor engagement).
  • It is possible that your competitors generate five times more ROI than you with comparable messaging and spend (according to Compete).
  • To get the most out of your post-click efforts, create a conversion path (unlike a landing page where a web surfer can go in almost any direction, the conversion path presents the visitor with a carefully selected set of options).
  • Match message to click (avoid “Big Disconnect” where a visitor who clicks cannot find what was promised).
  • Leverage social media on your landing pages: engage your prospects immediately after the first click and let them see your brand more favorably.
  • Take advantage of rich media: it can increase landing page conversions.

The book contains many examples and case studies as well as proven approaches. Anyway, I’m not telling you must have this book up to you consult the Blog it’s based on. Find out and let me know what you think!


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