The material in this article is a continuation of the posts “ You are not your landing page ”, “ 10 rules for generating leads ” and summarizes the decision maker email list experience of the LPgenerator team in the field of Internet marketing.
Performance Marketing
The coming year will be challenging and will require a new, Anti-Crisis Lead Generation more thoughtful approach to marketing budgets and customer acquisition strategies in general.
The magic pill is called performance marketing. Yes, that’s right, it’s time to measure the effectiveness of each keyword or media creative. Your business needs end-to-end analytics, not just in terms of landing page conversion, but also ROI. If you’re not measuring KPI metrics, you’re already losing to your competitors.
The goal of contextual advertising is not the CTR of an advertisement or the conversion rate on a landing page, it is ROI (return on investment from every ruble invested in purchasing traffic).
The beginning of the move towards performance marketing is marking all transitions to your resource using UTM tags .
Split tests of paid traffic channels
Any existing paid incoming traffic channel needs split testing. Imagine that you can reduce your advertising budget by 20% while maintaining the number of clicks.
To achieve this, you need to phone number lt run multiple ad variations for each individual ad campaign to optimize CTR – 90% of advertisers don’t do this, so be the exception to the rule.
3. Test near-target queries, cheaper keywords and new sources of customer acquisition
It is quite possible that the cost per click of contextual advertising (CPC) will increase in the near future, as large brands Anti-Crisis Lead Generation will partially switch off outdoor advertising, TV, radio and switch to measurable sources of traffic on the network. Increased competition (demand) will naturally increase the cost.
The history of 2008-2010 shows that at the very beginning of the economic crisis there was a 15% stagnation and an outflow of advertisers to the network, but very quickly entrepreneurs testing new niches and those who quickly distributed the budget filled the media space of the network and led to the growth of the Internet advertising industry as a whole during this period.
near-target queries
The mobile segment is still not filled and is a relevant alternative to the highly competitive niches of the SMB sector in traditional search. Social networks and display advertising should definitely take their place in the list of tested platforms.
Content Marketing as a Lead Generation Strategy
This is another opportunity for your business to diversify (make more sustainable) the lead generation process . Posts (guest or on your blog), White paper, eBook, video, podcast, webinar – it doesn’t matter what form you choose, the main thing is to give your potential customers useful material absolutely free.
Having content online gambling data creates an aura around your brand, creates a core of loyal customers, and most importantly, generates new traffic. There are many benefits to using content for any business.
By placing calls to action (phone numbers, Anti-Crisis Lead Generation lead form or landing page link) you convert readers or consumers of your content into leads.
Right now, look to the right >>>, see the banners in the sidebar? With this channel alone, the LPgenerator design department generates approximately 300 leads monthly.
Split testing is not rocket science, but a real way to reduce the cost of a lead
Move away from testing individual landing page elements in favor of testing ideas comprehensively, especially at the initial stage of conversion optimization.
If you are too lazy to develop a new landing page template concept , start by testing headlines. According to many marketing studies, this is the most important conversion element of any web page.
I recommend composing headlines using the 4U formula , which has proven its effectiveness in practice.