Lead generation

Workshop Leadgeneration !

Agenda 14:00 – 15:30 Lead generation (Beginners) •  ad× media in 5 minutes •  ad× lead generation process •  Case Social Media Lead generation intosol.de

(Travel) 15:45 – 17:15 Lead generation (Advanced) •  Why it makes sense to go away from the

classic target group definitions •  How to generate loan leads Facebook •  Success with multiple landing pages

ad× in 5 minutes

2011 ! 2012 ! 2013 ! 2014 ! 2015 !

Start social media lead generation

Start as SEO agency

SEA, media-planning & media-buying

Focus on lead generation and lead management

Step into international lead generation campaigns

1. Acceptable Website SEO

2. Great mobile experience

3. E-Mail, paid Search - Brand

4. Display Ads - Brand

5. Micro – Outcomes (see & think)

6. Incredible Website, SMO

7. Search, Display - Category

8. Multi Channel Integrations

9. Loyalty Marketing

Digital Marketing „ladder of Awsomeness“ by Avinash Kaushik

Our working process

The Team

Client examples

ad× lead generation process

There is no secret of an easy and successful lead

generation

Lead generation is a process and it is necessary to prepare each step very

well

Time Structures

LuckCrea0vity

HardWork

LEAD

Courage

The steps of ad×‘s lead generation process

1. Process & Structures 1(9)

“Negative result of a lead campaign often cause in missing processes

and unclear responsibilities”


Why and what are the factors? 1. Unclear lead definition 2. Missing process to qualify leads 3. Unavailable briefing how to work with lead 4. Oversized hierarchy


Unclear lead definition 1. Set a clear goal, what you want to do with the

lead 2. Define what information are necessary 3. Define a process lead validation process 4. Define a lead follow up process


Missing process to qualify leads In some cases the collected lead information is to poor to work with, e.g. wrong address or missing details or to less information. Before you start, think about a process how to add on additional information to the collected lead data, e.g. follow-up emails, follow-up calls


Unavailable briefing how to work with leads Keep in mind, that you need to give the stakeholders additional information about the lead, not only, that the person is interested in your products, e.g. -  The way how the lead was generated -  The assets the interested persons got -  Requested information -  CRM information e.g. existing client, prospect a.s.o


“Different stakeholders,

different “languages”, different expectations”

oversized hierarchy


Oversized hierarchy A lean structure demands: 1.  Definition of responsibilities 2.  Clear processes and communication structure 3.  Defined, written and accepted process


TheHighlanderPrinciple:Therecanbeonlyone!

Oversizedhierarchy

1. 1. Process & Structures 9(9)

Oversized hierarchy It is important to define a person how is: •  overall responsible for the lead gen process •  responsible of the Budget •  authorized to fell decisions •  First contact point for all stakeholders, e.g.

agencies, traffic provider

2. Financials 1(2)

“Most of clients are not able to state a price per lead”

Why this is a challenge within the lead gen process? •  Difficult to optimize the campaigns •  Hard to rate the result of the campaign •  Impossible to allocate the right amount of

budget

2. Financials 2(2)

How do you define the price per lead? -  Define the information you need -  Check what your competitors paying for a similar lead -  Calculate the max. cost per lead out of the sales margin

of your service or product

“maxCPL=GP-(%operation costs)-(profit)*(%lead2sale)”

3. Products and services 1(2)

Why should the user sign up for your services or products? -  Look at your service from customer point of view -  Describe in your service in a 4 – 5 sentence -  Find real customer USPs Please note, this will be important for the target group selection!

3. Products and services 2(2)

ASMO internal USPs •  16 Stores •  1.000 Kitchen variations •  Professional sales persons •  More than 20 Brands •  Open SAT 09:00 – 18:00 •  Rewarded in Service •  300hours from offer to delivery

The client’s USP •  1 Store near to my home •  The kitchen for your needs •  We care about your kids •  Shop after Work or during the

weekend •  2 weeks delivery

4. Target group 1(6)

“Target group definition is the most complicated part and needs to be re-

worked during the lead generation process”


Why do you have to look into the target group more detailed? Target group definition of a car company •  60 years+ •  male •  income > 1 Mio Euro p.a. •  married •  more than 1 child •  lives in a town


Your potential target group:

Ozzy Osbourne - Godfather of Heavy Metal

Price Charles – successor to the throne of the British Empire


Differentcharacters–somebrand

OzzyOsbourne-GodfatherofHeavyMetal

PriceCharles–successortothethroneoftheBri0shEmpire

BothofthemdrivingBentley.Buthavedifferentapproachestobuysuchacar.


Ask yourself following questions: •  How does my current client base look like? •  How else could interested in my service? •  Which problems, demands can my service solve? •  Which values will drive the demand? Ask your existing clients how your product helped them

Narrow down your target group to 2 – 3 “demand groups” and add attributes e.g. self driving rock stars or royals with driver


Self-driving,lovesfastcars,simplycanaffordanything,lovesthebrand,…Assump0on:Ozzywillbuythecarbyhimself.

Chauffeurcar,neverdriveshim-self,represen0ng,securecar,addi0onalfeaturese.g.bulletproofwindowsAssump0on:SomeoneelsewillbuythiscarforCharles

5. Landing Page & Content 1(9)

“Don`t collect leads on your homepage. Create an own campaign micro cosmos with service / product

landing pages”


Use landing pages, because a homepage offers to much distraction to the visitor e.g. •  Multiple information, •  other products / services •  Information does not match his search •  USPs not matching his demand


•  Use a single campaign landing page for each service or product

•  Don’t spent to much time and budget in art work and coding

•  Made it easy to change •  Start simple and change the landing page

during the campaign


Landingpage software e.g. www.unbounce.com www.instapage.com What are the advantages? -  fast and easy set-up -  pre-defined templates -  responsive templates -  integrated Tracking -  simple A/B testing -  API’s to most of CRM or e-mailing systems


What is the right landing page content? What do you want to achieve with your landing page and what information you need from the visitors? Also it is important at which stage of the buying process the visitor is already. Typically assets are: -  White paper -  Trials -  Vouchers -  Video Tutorials, Trainings -  Surveys


When using which asset? White paper Can be for all products and services. Mostly Whitepaper are publications how to solve a specific problem Trials Typically for software companies or online trainings. Mostly a time capped access Vouchers Introducing new products or promote events


When using which asset? Video Tutorials, Trainings Mostly for services or products which needs a detailed explanation or personal meetings

Surveys Ideal to learn more about a target group or to qualify leads


Independent from the assets – keep in mind all content has to apply to the target groups needs and demands. •  Use a short and relevant introduction of service or

product •  Find the “reason why” for the user you want to address •  Create curiosity by introduce the problem solving

solution of your service / product

6. Conversion path 1(2)

Different target groups demanding different conversion paths! Adjust the following steps to your target group

Targetgroup Demand Channel Interac0on Landing

Page Offer

Problem

Wish

Solu0on

6. Conversion path 2(2)

To create the right conversion path keep following in your mind: •  Target groups are different in itself •  Within a target group’s decision can be driven by

different emotions and values •  Constant attention and wording over all funnel steps

from acquisition, interaction to the landing page •  Create different funnels for demand groups

7. Interaction Elements 1(4)

Basically, interaction elements are all information which introduce your service / product to your target group e.g. •  Content •  Text Ads •  Banners •  Newsletter •  Facebook Ads •  …

7. Interaction Elements 2(4) „Within 5 sec you need to get the full attention of the visitor to choose your

offer“

7. Interaction Elements 3(4) The only reason the visitor is clicking an ad is the content relevant to his problem. •  Don’t create general ads •  Use the right “primer” (target group definition) •  Create an Ad – Landing Page environment •  Create specific ads for each demand •  Use multiple ads per target group (min. 5) •  Test different ads parallel

7. Interaction Elements 4(4)

7. Media Planning & Buying 1(3)

The selection of the channel depends on the the target group specification. Typically lead generation channels are: -  Client’s website -  Social Media (Facebook, LinkedIn) -  Newsletter -  Search Engine Marketing (Google Adwords) -  InApp Advertising


It is nearly impossible to say, which online marketing channel will work best. So we recommend you to minimize risk and take always channels you are able to control.


What does it mean to have control? •  Access Real-Time Stats •  Define Budget limits by yourself •  Start / stop immediately •  Ability to change ads instantly

8. Lead campaign

A running lead campaign needs your total attention •  Check the quality of the leads regularly •  Change channels depending on price and quality •  Test different interaction elements to improve the

lead and lead quality •  Test different channels

Note, that it takes time to optimize a campaign. Especially in the B2B area a lead campaign should take min. 3 months.

8. Lead campaign

Try to run a lead campaign over a longer time period e.g. 3 months, as you need to collect user data to understand your target group. Especially in the B2B area the traffic is limited, so it takes you more time to reach a significant amount of users Assumptions based on user data and test with new interaction elements are successful only if you have collected certain amount of data.

Tools

Statistics -  SEMrush -  Google Adwords Planner -  Statista.com -  Facebook Business

Manager Landingpages and Banners -  Instapage.com -  Unbounce.com -  Ad Respark

E-Mail & E-Mail Follow Up -  Mailchimp -  Getresponse

Exit Pop Ups - Indeed Smart PopUp

Case Intosol.de - Luxury travel

Intosol.de is an off- and online travel agency, specialized in luxury individual travel around the world. Also they are owning and running different guest houses in South Africa Before we start our cooperation Intosol generated most of their travel inquiries offline.


The objective- Increase online requests for individual travels. Lead definition: -  Region: South Africa -  Travel Budget 4.500+ Euro -  High- and Off-Season -  Individual packages


The challenge The current has a very low lead rate and because of a lot of information to other destinations, it his impossible to show the visitor the right offer.

Case Intosol.de Luxury travel

Step 1: exclude the campaign from normal website to create a better user experience, show USPs and add CTAs http://south-africa.intosol.de

Case Intosol.de Luxury travel

Step 2 – Online Marketing Channels First we connected the Landing Page to the existing Adwords campaign to test the impact on the lead rate. After we saw an impact, we decided to use the landing page for a new facebook campaign


Step 3 – Target group definition We started to target persons with following interests: -  Travel -  South Africa -  Vacation

This gave a brief overview about the potential reach but was not successful as expected


Step 5 – narrow down the target group 1(3) First we added matching interests -  Brands (Zeiss, Kempinski, Hyatt, South African

Airways, local Brands) -  Hobbies (Photography, sailing, golf, horseback

riding) -  Locations in South Africa people interested in


Step 5 – narrow down the target group 3(3) Also we started a low budget prospecting campaign. We promoted an image video of intosol.de via facebook. All viewers and person, how interact with the video were added to our target group-


Step 6 – Interaction elements 1(2) Dark posts were used to promote the campaign -  Visible within the facebook timeline -  Big graphical format to address emotions -  Full visible on mobile phones


Step 6 – Interaction elements 2(2)


Results •  12.000 Visitors •  332 valid leads according the lead definition

Next Steps •  Lead nurturing process •  Further destionations


15:45 – 17:15 Lead generation (Advanced)

Agenda 15:45 – 17:15 Lead generation (Advanced) •  Why it makes sense to go away from the

classic target group definitions? •  How to generate loan leads Facebook •  Success with multiple landing pages

Detailed Target Group definition

“To be successful during a lead generation process, it is important to

change the classic target group definition”


Why is this so important? Lets have a look on a typical target group definition: •  Lives in UK •  60 years+ •  male •  income > 1 Mio Euro p.a. •  married •  more than 1 child


Your potential target group:

Rockstar SuccessoroftheThrone Actor

Contractor Farmer ShopOwner


All of them are within your target group and might be interested in your products and services. But they have different characteristics which influences their buying behavior.


How do you address different people

within one target group?

What makes them buying my products or signing up for may services?


Following parameters influence our daily search behavior and decisions. -  Personal values -  Personal goals -  Challenges and problems -  Demands -  Responsibilities -  Mood -  Time


These parameters directly influencing the customer journey -  Online Marketing channel -  Content of the interaction element (banner) -  Content of the landing page -  Landing Page Asset (Whitepaper, Video, …)

Therefor it is neccessary to break down the conversion path and make adjustments for different user paths.


Example: The decision maker (CTO) has delegate the research for a problem resolution to a co-worker. Even if your target group is the CTO you will not reach him with your campaign. You need to find a way to present a solution for the co-worker – make him happy and present an asset which he could present to his boss.


After you break down several customer journey as before you start with assumptions e.g.: •  My sub-target group will be member of the CFO team •  It might be a technician as most of the known problems

of our competitors are connected to API problems •  If we present a solution that our product will not have

this problem and a good product intro we might get a chance that the CFO will look at our solution


Example of a customer journey based on te previous assumptions. Step 1 – Defining the right channel My target group is a technician He is using the internet regularly He is looking for a technical solution He will properly use Google to start his search -> Our channel will be Google Adwords


Example of a customer journey based on te previous assumptions. Step 2 – Content of the interaction element My channel will be Google Adwords We need to create text ads with address the API problem and show a solution We have only limited space -> creation of some text ads which use different triggers to gain a high CTR


Example of a customer journey based on te previous assumptions. Step 3 – Information on the website The technician wants a solution, therefor we need to create a section on our website which shows how our software will solve his problem As we want him to enter his contact details and give him more information about our product, we need to create an asset which he is happy to download -> Set-Up campaign landing page


Example of a customer journey


Defining target groups this way and illustrating conversion paths according the clients needs, will be a success factor during the lead generation process.

Case: Lead gen via Facebook

Our objective: “Proof of concept – Facebook is a valid

channel for lead generation in the financial area”


Preparation: 1. Selection of a finance affiliate program 2. Creation of an own fan page as source of

advertising 3. Definition of target group 4. Set-Up of different dark post campaigns 5. Scale and improve the target group based on

lead data


Selection of a finance affiliate program We choose a partner with applied following criteria's: -  Well optimized landing page -  Lead cancelation rate is less than 25% -  Lead price of minimum 4 Euro + sales commission -  API to import lead data (emails) back in our system -  Let us create banners by our own without approval -  Is able to pay out loan less than 10.000 Euro within 2

weeks


Creation of an own fan page as source of advertising We decided to run dark posts campaigns. (Dark Post = Ad within your timeline) To do it his way, it was necessary to create an own fan page. The fan page is the advertiser and as it is not the client itself, it is seen as “trustworthy” advertiser.


Simple Facebook Fanpage Topic: financials Includes a few articles about the financial markets, mortgage, loans and investments


Definition of target group First we needed a target group to start with and reach to collect user information. Filter #1: Germany, Age 20+ , interested in low interest loans Size Target group: 3.000.000 to 3.500.000


During the first days we were able to collect data and narrowed down the target group. Research about the behaviour of the target group allowed us improve the performance by 25%. We added additional parameters or made stricter selections e.g. -  Age from 25 – 30, -  interests cars, dating, traveling -  Life in specific areas or towns


Set-Up of different dark post campaigns We created a banner group with more than 10 banners with different pictures, texts and call-to-actions. Objectives: •  Find the text / pictures combination with has the

highest relevance and generate leads •  Facebook quality rank of min. 7 out of 10


Set-Up of different dark post campaigns


Scale and improve the target group based on lead data To narrow down the target group we decided to use the Facebook’s customer audience and look-a-like functionality. We used the e-mail data of the generated leads to create new target groups based on the Facebook algorithm. This was a significant limitation of the total reach but the result improved by 147%.


The biggest challenge was to get a high Facebook quality score for our dark post ads. How we tried to solved this: -  Test of different content / picture combinations -  Test of various CTAs -  Try to have a clean ad without comments

Even with a daily change we were not able raise the quality score higher then 5 out of 10. After we stopped deleting the negative comments and a discussion started, the score went up to 9 out of 10.


Scale and improve the target group based on lead data

Start

Look-a-like


Figures and Results

Spent: 11.676,32 Euro Clicks: 59.395 Avg. CPC: 0,20 Euro


Figures and Results Leads: 3.762 Revenue: 16.913,02 Euro CPL: 4,50 Euro Profit: 5.236,70 Euro

Lead generation using multiple landing pages Case by our partner dacgroup Toronto DACgroup is a Canadian company offers different technologies for hyper local advertising e.g. PAGEtorrent

Lead generation using multiple landing pages Objectives: •  Benefit from long tail searches •  Offer a short as possible user journey •  Increase leads •  Improve the quality of leads

Focus on Long Tail

Flights from [keyword]

Focus on Long Tail

Flights to [keyword]

Focus on Long Tail

Flights from [keyword] to [keyword]

PAGEtorrent is a system which allows you to create thousands of individual landing pages based on search terms. •  Reduce click paths •  Responsive design (Desktop / Tablet / Mobile) •  Relevant content •  Higher quality score •  Improved conversion (30% on average – up to 60% in

mobile) •  Better qualified leads •  SEO gains through indexed pages

PAGEtorrentTM – Rich Content

Conversion Focus

Unique Content

API Content

Local Content

Reviews

Local Facts

Paid Search Transformation

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LandingPages

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Keywords

PreviousCampaign

DACCampaign

Appear • Appear Relevant • BE Relevant

HighlyRelevantSEMAd

SpecificLocalSearch

IdealLandingPage

Paid & Organic Channels

•  Impression weighted Quality Score up 34% • Click-through-rate more than doubled • Conversion rates up 56% • Lead -> In-store sale: 35% •  In-store ROI increase by 100%

Impact

Ačiū!

München ad×media GmbH Goethestraße 8 DE-80336 München T: +49 89 21555593-1

www.adxmedia.de

Dresden ad×media GmbH Königsbrücker Straße 49 DE-01099 Dresden T: +49 351 4188843-1

Lead generation

Internet

Transcript of Lead generation