Apr 10, 2022
In Fashion Forum
The Unbounce co-founder was a pioneer of landing pages and he still preaches the gospel of better marketing. If you've created or refined a landing page for your business, chances are you have Oli Gardner's pioneering ideas to thank. While content marketing and slick landing page copy can be the bread and butter of modern marketers, these tactics were just getting started about a decade ago when Gardner and his company Unbounce helped put them to work. on the map. After co-founding the landing page building service in 2009, Gardner and his team were instrumental in popularizing landing pages and kickstarting the early years of content marketing. It was an unusual twist for someone with no marketing experience. Gardner began his career as a coder in the late 1990s, then gradually focused on interaction design, usability, and eventually creative direction. "I became a marketer the day we launched Unbounce, because I had never done it before," he says. Today, Unbounce employs around 170 people between Vancouver and Berlin, has made around $1 million in small investments, and generates around $20 million in annual revenue. Gardner himself has moved away from operational management and spends nearly half of his time as a lecturer. But that doesn't mean he hasn't followed the art of effective landing pages. “I observe things, I complain about certain things and I try to fix things all the employee email database time,” he says. Four years ago, he started a public speaking gig by declaring, “98% of landing pages suck.”In other words, if you have a landing page, they probably have ideas on how you could improve it. "It's something that people get wrong, and it's good for me because if they didn't, I wouldn't have a job," he says. Here's how Gardner got this job done in the first place, plus what it takes to create a landing page that really hits the mark. Integration and lots of great content Unbounce was started by six co-founders – an arrangement that Gardner describes as “a bit strange, but it worked out well”. In its early days, the team ran a few ads on Facebook to see if people were interested in a landing page builder. (For the uninitiated, landing pages are stand-alone web pages dedicated to a specific marketing or advertising campaign. They rely on high-impact copywriting intended to inspire reader engagement with a single call-to-action ( CTA).)“Every marketer we spoke to said, 'Yeah, I need it,'” Gardner says. “There was no self-service market, so that's what we plugged into. »In fact, Unbounce started out with just one other competitor, which quickly moved into analytics. “We were kind of left alone for a while,” Gardner says. “Which is good and bad, because you need competition to push you.