The Digital Marketer’s Guide to Successful Lead Generation… (With or Without Google and Facebook)
Google and Facebook slaps, Crypto bans, and the stricter enforcement of platform “community guidelines”… If anything, 2018 so far has proven to be a slow simmering guerrilla warfare between marketers and the two main advertising platforms out there… And we are only in the middle of April!
With increasing pressure from authorities and regulators to clean up their act, Google and Facebook are now holding marketers ransom by cracking down on provocative and contrarian copy – word on the street is we must be less aggressive, tone down our claims and be more benefit–driven.
Those who fail to comply face the prospect of lengthy ad account suspensions and jumping through countless hurdles to conform to vague compliance guidelines… a near–impossible task… and despite all your best efforts, the looming threat of a potential full–blown ban never completely goes away.
Suffice it to say, now more than ever, digital marketers have to be far more strategic about how we advertise.
This is a good thing.
Apart from being forced to diversify our marketing campaigns, it also refocuses our attention to the critical element that has always been the driving force behind our business: The relationships we build with our customers – going back to your most powerful secret weapon: your list.
Your customer relationship starts with choosing the right lead magnet that will bring qualified free subscribers onto your file – subscribers who are on your list and who you can market to with your best and most provocative copy, without the risk of getting shutdown or banned.
Lead Magnets Are Your Secret Weapon
The caveat is that lead magnets don’t enjoy the same hard work and attention that is put into developing a product.
You spend a lot of time thinking about your new product offers, premiums, and terms. You search for big picture ideas supported by an expert in the field or a guru that inspires, and you develop a product that not only appeals to your existing subscribers but also to potential new customers. Then you spend months developing the perfect copy to sell this product.
But when it comes to lead magnets, marketers often drop the ball, without realizing that by putting in the same amount of work into developing a lead magnet, they can really maximize their efforts… even if it is a bit further down the funnel.
Two key elements when developing a lead magnet are:
- Relevance: Make sure that your lead magnet is relevant to your products, supports your mission and will be of interest to your potential customers. The truth is, the majority of your lead magnets are often hidden in plain sight. They’re the things your business writes about every day. Reverse engineering based on the front–end promo is the first place to start.
- Research: Learn as much as you can about the audience you are planning to target.
Take the major themes of your lead magnet and put them into a keyword research tool…and even a display campaign planner. It doesn’t matter if you only plan to run your campaign on Facebook or Native Ad Platforms, knowing the keywords and sites that are speaking about this product will help you understand your customer.
How are they thinking of this product? What sites are they visiting to learn about it? How can you provide more valuable information that aligns with what the solutions they are looking for?
Most importantly, with recent developments and the crackdown on “strong copy” and “contrarian claims” in mind, how are your potential leads motivated without big gains or miracle cures?
Once you have your audience firmly defined, backed up by research, you can start developing the lead magnet copy… copy that will feed into your landing pages and ads.
13 Tips to Help Maximize your
Below are a few things you can do to help ensure you get the most out of your campaign:
- Killer Headline & Subheads – These will give you more real estate to get your copy in front of the right prospect, explaining the benefit of your product.
- Focus on the Primary Pain Point – Focus on a primary product benefit that ties to your audience’s primary pain point (point of concern or unanswered question).
- Use Your (Key)Words – You already did keyword research to learn more about your audience. Make sure your ads are using the keywords and phrases that they are using to search your product.Also use the same keywords and phrases in your headline and subheads. You’ll reduce dissonance and the customer will be assured that you really understand their needs. This will also help with quality score and bounce rates if you launch your campaign on Google.
- Build Intrigue With Lists & Predictions: One trend I’ve noticed throughout my years working in the financial marketing space is that people respond to numbers and predictions. Even when you don’t tell them what the prediction will be, people are intrigued by their desire to know the answer. Some are seeking validation, and others look for guidance.Providing a specific number of stocks that they should consider investing in is usually a sure–fire way to get people to click. You can even do this in the health space, with a specific number of ways to minimize symptoms, etc. (But tread lightly when you consider this approach on a campaign that you want to launch on Google.)
- Images Matter: But not always in the way you think. Relevancy isn’t as important as “eye–catching”. If you can be eye–catching and relevant though, you’ve hit the jackpot. Test your images frequently in display campaigns.
- Sign Up Box Above–The–Fold: Keep your sign up box above the fold… but add a longer description about the benefits of signing up below the fold. This helps to ensure that curious prospects can discover the full details of your offer.
- Use Visual Cues: Your landing page should funnel people visually towards the action you want them to take. It could be as simple and direct as an arrow pointing to your Call–To–Action (CTA) button, or as sophisticated and subtle as using the visual flow to draw the eye straight to the CTA.
- Learn the Power of Unmarketing: For lead generation, where the lifetime value can be slower, you really want to be certain that your advertising dollars are being maximized. So make sure you’re not showing your ads to people who don’t want to see them. Utilize blacklists or the exclusion of all your existing subscribers to the particular product.
- Use Your Audiences: You have an email list and a website. Put them to work for you! Customer uploads on most major advertising platforms allow you to not only target (or unmarket) your current customers; but also to create similar audiences modelled by your existing buyers. You can slice and dice your lists to target audiences that closely resemble your most profitable audience segment(s).
- Get Creative With Targeting: With the Google Display Network, you can layer in a variety of targeting options to ensure you find the exact audience you want. You can start with keyword targeting, and layer on targeted topics, placements, or audiences.
- Observe Before You Target: Not sure how you want to target to expand your campaigns? Google AdWords will allow you to add audiences to existing campaigns in an observational capacity. This will give you the opportunity to learn how that audience might perform – although they’ll still also need to meet all other targeting criteria for that campaign you’ve added them to.
- Make Sure Your Remarketing Game Is On Point: If you’re using Native Ad Platforms for lead generation or one–step marketing, make sure you’ve got a remarketing pixel on those landing pages. This is a first step to creating a warm audience, and you can now remarket to them with different offers. They’ll be more likely to respond to future offers… and don’t forget suggestion #9.
- Always Test: You should always be thinking of meaningful tests you can run at each level of a campaign. From ad creative to landing page layouts, you can drive incremental (and not–so–incremental) growth in conversion rates and lead volume. Just make sure you’re choosing a test you think will move the needle for your business. Be strategic about what tests you run, and you should see a big return on investment.
With these tactics in mind, you should find your lead generation campaigns are up and growing your list in no time.
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