While building organic traffic is crucial for your long-term strategy, paid media is the best way to gain traction and ramp up your sales pipeline fast. <\/p>\n\n\n\n
Let\u2019s go through nine simple steps that you need to follow to gain leads that will later turn into your paying customers. <\/p>\n\n\n\n
Step 1: Understand your business goals<\/h3>\n\n\n\n
The key to campaign success is in clearly defined goals. <\/p>\n\n\n\n
\u2018Easy. Our goal is lead generation,\u2019 you might say. Yes. But no. <\/p>\n\n\n\n
To generate quality<\/em> leads, you should understand how the whole campaign will help you come closer to your business goal, which is a conversion. Having a clear idea of why you need leads and how you\u2019re going to nurture them, you\u2019ll be able to create more targeted ad campaigns. <\/p>\n\n\n\n And this all is possible only when you understand your business goals. So, before you define the campaign budget and come up with engaging ideas for lead magnets, answer the following questions:<\/p>\n\n\n\n The answers to these questions will point you in the right direction towards building a successful lead generation campaign.<\/p>\n\n\n\n When you determine how this advertising campaign fits into your bigger game plan, you can set campaign objectives. <\/p>\n\n\n\n \u2018Again, isn\u2019t lead generation our campaign objective?\u2019 Again, yes. But no. <\/p>\n\n\n\n Instead of setting an abstract goal, try to be as specific as possible. This is where you\u2019ll need the SMART acronym.<\/p>\n\n\n\n SMART stands for specific, measurable, achievable, relevant, and time-bound. Each word is a criterion that describes your campaign objective. For instance, your SMART might be \u2018I want to generate 150 leads for a budget of $3,000 to drive them further down the sales funnel with an email marketing campaign.\u2019<\/p>\n\n\n\n Note: <\/strong>As you\u2019re going to run a paid campaign with a specific budget, it\u2019s better to replace the time deadline with the amount of money that you\u2019d need to achieve your goals. <\/p>\n\n\n\n Every time you define goals for a new campaign, use this acronym to make sure you\u2019re specific enough about what you want to accomplish. <\/p>\n\n\n\n You can\u2019t estimate how much every lead will cost you, to the penny. But to ensure your campaigns are cost-effective, you need to set a goal CPL (cost-per-lead), which is a tricky part.<\/p>\n\n\n\n The simplified formula for estimated the goal CPL would be: The resulting number won\u2019t be very precise, and you\u2019ll need to adjust your goal CPL once you collect the first pieces of data when the campaign is up and running.<\/p>\n\n\n\n Based on the goal CPL, you can easily estimate the approximate campaign budget and decide whether you can afford it. However, to get more accurate estimates, you need way more benchmark data, including the average CPC, landing page CVR, lead quality (%), etc.<\/p>\n\n\n\n Note:<\/strong> If you have a limited budget, you can specify it first and then calculate the number of leads that you might get for the goal CPL. <\/p>\n\n\n\n To gain qualified leads, promoting an engaging lead magnet isn\u2019t enough. If your campaign content appeals to broad audiences, the leads that you get will have no value for your company. <\/p>\n\n\n\n To avoid this, you need to have a clear understanding of your audience. Typically, target audiences are dictated by several parameters, like:<\/p>\n\n\n\n One campaign = one audience segment. You might want to test how your content performs for different audiences, and it\u2019s always better to launch separate campaigns for this purpose. <\/p>\n\n\n\n Defining your targeting strategy will be easier after you answer the following questions:<\/p>\n\n\n\n Based on all the above, you\u2019ll have a better idea of how you can reach your prospects at different stages of their buyer journey (e.g. while location-based targeting works well at the awareness stage, retargeting fits the consideration stage the best) and build stronger campaigns. <\/p>\n\n\n\n Where can you reach your target audience? The advertising platform of your choice will highly depend on your goal CPL, overall campaign budget, and your target audience.<\/p>\n\n\n\n While channels like Facebook or Google allow you to put your ads in front of the largest audience, many advertisers are looking for less competitive and expensive environments today.<\/p>\n\n\n\n There are tons of platforms where your audience may be more active and involved than they are on the duopoly.\u00a0<\/p>\n\n\n\n B2B companies should pay attention to Twitter<\/a>, Quora, and Reddit. For B2C brands, Pinterest and native advertising may drive exceptional results. Such channels allow your advertising campaigns to reach the right audiences without overpaying.<\/p>\n\n\n\n Finally, it\u2019s time to work on lead magnets that you\u2019ll use to encourage people to share their contact details with you. In our experience, the following lead magnets have proved the most effective:<\/p>\n\n\n\n Long-form guides to the subject is a great way to get leads and drive them further down the funnel by educating them.<\/p>\n\n\n\n Reports with insightful infographics <\/a>are extremely popular among B2B companies. You don\u2019t even need to do the research yourself (but it would be great if you could), but just pull together data from different sources into one downloadable PDF. <\/p>\n\n\n\n Webinars, conferences, live Q&As, and other virtual event<\/a> formats will not only bring you high-quality leads but also contribute to your brand reputation. <\/p>\n\n\n\n Compared to ebooks and reports, the creation of a downloadable template doesn\u2019t take much time. All you need to do is to create an outline where users will just fill in based on their needs.<\/p>\n\n\n\n In the next section, we\u2019ll stress the importance of captivating ad titles and images that get people to click, but you don\u2019t want to pay for clicks that don\u2019t contribute to your campaign results, do you?<\/p>\n\n\n\n The way your landing page is built may affect your audience behavior a lot. They don\u2019t have much time to figure out what\u2019s there in your offer if it\u2019s not clear enough at first sight. <\/p>\n\n\n\n Here are six proven best practices<\/a> that you should follow to improve your landing page conversion rate<\/a>:<\/p>\n\n\n\n Of course, it\u2019s not only the creativity that\u2019s needed to build a well-stacked landing page. It\u2019s also a functional landing page builder<\/a>. We recommend that you create at least a few versions of the landing page that you\u2019d use to promote your lead magnet. To save your time and budget, you\u2019d better use a quality drag-and-drop builder that gives you access to all the essential features.<\/p>\n\n\n\n Creating ads that drive as many clicks as possible but also attract only the most relevant visitors is art. <\/p>\n\n\n\n These tips will help you craft compelling ads that convert:<\/p>\n\n\n\n Start with creating 6-12 ads per campaign and pick a few winners after several days of driving conversions and collecting data.<\/p>\n\n\n\n You might want to test the following variables within your ads:<\/p>\n\n\n\n It\u2019s likely that your very first campaign won\u2019t meet your CPL goal, and leads will cost you way more than you initially planned. <\/p>\n\n\n\n We recommend that you review campaign performance daily to identify and address arising issues promptly. Don\u2019t hesitate to pause underperforming ads and increase your budget for the most successful ones.<\/p>\n\n\n\n The final goal of your lead generation campaign is to bring in prospects who will move through your sales funnel and turn into paying customers. Keep this in mind when defining your target audience, selecting an advertising channel, and crafting lead magnets and ad creatives.\u00a0<\/p>\n\n\n\n <\/p>\n\n\n\n Adelina Karpenkova<\/strong><\/a> is a content marketer at Joinative<\/a>, a native advertising agency and SaaS. She is responsible for building marketing partnerships, establishing content collaborations, and developing actionable resources for advertisers. Connect with her on Twitter<\/a> or LinkedIn<\/a>.<\/p>\n\n\n\n What\u2019s the point in growing website traffic organically or even paying for it when your visitors bounce after browsing it for a few minutes? They might even think of buying something from you, but then they just want to check other options before making a purchasing decision\u2026 and never return. If only you had a […]<\/p>\n","protected":false},"author":4,"featured_media":8312,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[118,41],"tags":[133],"class_list":["post-8302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social","category-paid-media","tag-lead-generation"],"acf":[],"yoast_head":"\nStep 2: Set SMART goals<\/h3>\n\n\n\n
![\"\"](\"https:\/\/brainlabdev.wpenginepowered.com\/wp-content\/uploads\/2021\/01\/image-1024x448.png\")
<\/figure>\n\n\n\nStep 3: Calculate the campaign budget<\/h3>\n\n\n\n
CPL = CAC (cost-per-acquisition) * CVR (the percentage of leads that will turn into paying customers).<\/p>\n\n\n\nStep 4: Define the target audience<\/h3>\n\n\n\n
Step 5: Pick a channel(s)<\/h3>\n\n\n\n
Go beyond traditional advertising channels<\/h4>\n\n\n\n
Step 6: Create lead magnets<\/h3>\n\n\n\n
Ebooks<\/h4>\n\n\n\n
![\"\"](\"https:\/\/brainlabdev.wpenginepowered.com\/wp-content\/uploads\/2021\/01\/image-1-1024x576.png\")
<\/figure>\n\n\n\nReports<\/h4>\n\n\n\n
![\"\"](\"https:\/\/brainlabdev.wpenginepowered.com\/wp-content\/uploads\/2021\/01\/image-2-1024x902.png\")
<\/figure>\n\n\n\nVirtual events<\/h4>\n\n\n\n
![\"\"](\"https:\/\/brainlabdev.wpenginepowered.com\/wp-content\/uploads\/2021\/01\/image-4-785x1024.png\")
<\/figure>\n\n\n\nTemplates<\/h4>\n\n\n\n
![\"\"](\"https:\/\/brainlabdev.wpenginepowered.com\/wp-content\/uploads\/2021\/01\/image-3.png\")
<\/figure>\n\n\n\nStep 7: Design sweet, uncluttered landing pages<\/h3>\n\n\n\n
Step 8: Develop captivating ad creatives<\/h3>\n\n\n\n
Step 9: Keep optimizing <\/h3>\n\n\n\n
About the author<\/h3>\n\n\n\n
![\"\"](\"https:\/\/brainlabdev.wpenginepowered.com\/wp-content\/uploads\/2021\/01\/Adelina.jpeg\")
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