Twice as Many Customers: Lead Acquisition Algorithms
Companies / Marketing Apr 21, 2020 - 07:30 PM GMTBy: Sumeet_Manhas
Tilda tests
With the help of Google Analytics and the Tilda site builder, we can experiment and test various changes on the site, and then transfer them to the main one.
The essence of the method is to measure page performance using comparison. You need to create two pages: A - control, B - experimental, where you change some parameters (picture, title, button, etc.).
One-half of the customers demonstrate page A, the second. In essence, B. Next, evaluate where the goal (subscription, order, etc.) is achieved more often, that is, which of the pages is more conversion.
If you dig deeper, you can look at the analytics and identify the reasons why users do not make a purchase/subscription. If you can develop cheap hypotheses and implement them in 1-2 weeks, you can quickly increase the conversion by at least 1%.
This method of A/B testing is also acceptable for your MVP.
And these are huge indicators when working in the e-commerce business because the revenue growth from such a change can reach millions of rubles.
Funnel of messages
When you start an advertising campaign, a lot of people should know about your business, and after they meet, they will go to interact with you.
It is essential to understand that only a small percentage will buy the main product after the first touch. The conversion from this path is approximately 4%.
Therefore, you have to spend more and more money to increase the number of touches and coverage. You can save a budget with a funnel of messages and well-done social media marketing proposal template.
The first stage should be campaigns that will introduce the audience to the product and become the guarantor of future conversions. In essence, they will arouse interest in the product, talk about its properties and possible uses, that is, they will create additional value before the sale.
After that, we offer a potential client to receive something for free in return for his contact. Then he gets a personalized message chain.
In the next message, we say that a person will receive not only the benefits from the previous letter but also additional usefulness like webinars, articles, and tips from professionals. We also tell about the lessons, thereby clearly showing the person what stages the course will be divided into and what he will teach.
We carry out the FAQ in the following text. That is, we answer the most frequently asked questions.
Quiz marketing
I think you remember the tests in magazines or on sites like: “Take a survey and find out how good you are as a businessman” or “Answer questions and find out which zodiac sign is compatible with you.”
The primary purpose of a quiz is to help a potential customer choose. If you use an examination only to receive contacts, then most likely, do not evaluate its effectiveness. With the right approach, the number of requests can grow by 4-6 times (if compared with traditional landing).
One of the best ways to attract more quiz applications is a lead magnet. This is a gift to users after passing the test in exchange for their contact details.
For example, while promoting copyright tours, for passing the quiz, we gave a complete brochure of what will be included in the trip.
Nine examples of killer lead magnets:
1. video tutorial in which there will be a mini-utility for the user;
2. checklist;
3. template;
4. instruction or walkthrough;
5. book;
6. strategic session (promotion audit);
7. catalog/brochure;
8. calculator;
9. access to a private club (chat).
Lead Ads
When a person clicks on an advertisement on Facebook or Instagram, a form opens for him, where the contact details of his profile are already automatically pulled up. This can be an email or a name.
How to develop an effective lead generation strategy? We share tips that we use in our campaigns.
1. As a rule, the longer you put off interacting with a new lead, the less likely it is to get a conversion or to convince a person to become your client. We recommend contacting leads during the day.
2. Add your question to provide people with additional context. This will allow you to discard inappropriate applications and randomly submitted forms.
3. Use attractive offers to capture the user’s attention. If you work in the service sector, you can offer to choose a convenient option for cooperation and a free consultation in exchange for a phone number.
4. Integrate a CRM system that provides instant receiving and downloading leads.
5. Gather people who opened the form and did not send it to a separate audience, run an advertisement on it with an enhanced offer to return the user.
6. Regularly check and optimize your advertising, evaluating the results achieved, and bring new ideas. For example, try lowering the price for a lead by choosing the lowest bid, or set a limit that will be less than your expense for an edge.
Strong repeat sales strategies
Build long-term customer relationships. Your base is the best investment. You do not need to continually look for “new users,” you just need to learn how to work with those who buy consistently.
There are a few golden rules when it comes to upselling and cross-selling. These are the things you need to do to make sure that you are not annoying customers.
1. Make suggestions that add value to your original product and increase the effectiveness / emotions of its use.
2. Do not be too intrusive, do not send messages to the client every day.
3. If the subscriber asks a question, you need to answer it immediately. Any user contact is the beginning of the sale, which managers must deal with.
Multichannel
Multichannel is an essential point for large projects. Each social network has different users in terms of solvency, age and interest.
Bet on content that can be put into lengthy discussion under a post. We invite the audience to write, share their ideas and thoughts. We create a separate folder in the photos, where users themselves will upload pictures and share their impressions. It is also worthwhile to close the feed from publications by visitors themselves.
This is a social network of video content and static images. We choose one general style of photo (we process it strictly in the same colors and presets).
We create content that will be reposted to our story, mark it with a link to the main account, divide it into various categories. We make useful content that will be published every day.
It is also worth paying attention to UGC-mechanics, in another way - custom original material created by the audience of the brand.
The audience of the business. We share emotions and suggestions, tell you how you can arrange a vacation for the company, what entertainment the whole Rosa Khutor complex provides.
With these simple steps, you will increase your sales and get a loyal audience from social networks. Most importantly, do not publish posts “to be.” Approach this responsibly and analyze what audience on each network.
Marketplace
See how the real estate market is changing. Until recently, everyone fought for a place in the SERP and actively used the services of SEO-specialists, and now the entire first page is filled with contextual advertising from aggregators with which it is almost impossible to compete. The same thing happens in retail when with a discount of a regular customer, any brands are much more convenient to purchase on platforms than without a refund in a regular store.
Summarize
Now it’s not enough just to take and set up an advertising campaign for direct sales. It is necessary to work out the strategy of attracting and further warming up the target audience. Therefore:
1. Do niche research.
Main objectives: clearly understand how you can hook on the target audience (offers and triggers), how you differ from your competitors, where to look for the target audience, and how to convert it.
2. Work out the funnel.
Do not try to communicate your product directly to the user. Create intermediate steps, and each of them conveys the value of your product. If you are doing this via email - make sure to test your email deliverability before starting any massive email sending.
3. Test it.
After a large number of unsuccessful and successful experiments, our team developed a set of “bundles”, which we gradually introduce into the projects of our partners and test each of them. Do the same.
The main thing is to get the maximum amount of experience and conclusions in a short time, so as soon as possible to release a hypothesis that does not bring results.
It makes no sense to spend time increasing the conversion by 0.01% in one way if, during this time, you can grow other several times.
By Sumeet Manhas
© 2020 Copyright Sumeet Manhas - All Rights Reserved
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