As a rule, users are not ready for a targeted action right after the first contact. Nurturing leads takes weeks and months. Therefore, applying the proper steps at each marketing funnel stage is essential.
What is leading nurturing
It’s not about how to launch ads quickly and get profits in 2022. Instead, users’ gradual progression through the conversion funnel – from idle “window viewers” to paying customers.
Lead generation focuses on value. You create a recognizable brand, build a value proposition and manage objections. So what’s wrong with email marketing, and why isn’t it enough?
The challenges of growing lead with email
Many people think that growing leads begins and ends with a mailing list. Yes, it’s an invaluable channel for engaging with your audience, but it has its limitations.
Mail Overload
Many people open their inboxes and see a lot of informational spam. Do you read all of it yourself? Do you even look through it? Exactly. Almost everything goes in the trash. It’s a pointless and merciless numbers game. Conversion is out of the question.
The second problem is the open rate, the open rate of emails. It’s not so low as to give up on email marketing, but it’s not very inspiring either.
Of course, lead generation blogging through email is adequate. Read Productivity Land about engaging users through email marketing and other ways to get SEO leads. Mailing lists are a classic way to convert users into leads, but they are not enough and don’t always work. Paid search and social media are your salvation.
Keyword analysis + audience definition = success
Contextual advertising and social media promotion give you the ability to target specific audience groups. First, you create a group of ads for users at each marketing funnel stage. Then, you add keywords to show ads “to the right place.”
If a potential customer is looking for a product price or delivery terms, it’s a “warm” lead. However, those farther from the top of the funnel wonder how it works and its benefits.
The suitable advertising format and platform
A lead nurturing program looks like this: you lure a potential customer with freebies, information, or discounts. The result of these efforts is that they buy the product/service/subscribe. Simple, isn’t it?
If only. Some people don’t know what the business does or what value it offers. So this is a chance for you to make an impression! Let’s call this type User A. The more informed enter the funnel with a partial understanding of the offer. They understand that you can solve their problem. This is User B.
Showing users an offer they’re not ready for is useless. The right way to interact builds trust in the brand. But to that offer, User B will respond positively. The Internet is stuffed with different ads. To “catch” the target audience, choose the correct advertising format: enhance images or videos with suitable content.
Key blog pages that drive bring traffic and customers need to be correctly optimized. But not only the text but also to improve external optimization, which is primarily to increase the quality of backlinks. To make this process easy and convenient, you can use the backlinks’ reseller.
Tracking code
To determine the intent of users, track their actions on the site. With Google Tag Manager, this is not difficult. The following is a brief overview of tracking codes.
AdWords tracking code
You need to define the conversion parameters and paste the code into the landing page. It’s pretty simple.
Facebook Pixel
There are more nuances here. You can optimize it for almost any action on the site.
Google Analytics Code (UA Code).
It helps you track organic metrics to build a highly specialized remarketing list and understand how potential customers are interacting with the site.
Remarketing Lists
Don’t set up one ad for all traffic. Learn visitors’ behavioral intentions on the site and address their concerns – custom audiences to the rescue. When you create remarketing sheets, you show each User what’s closest to their needs.
To gauge interest, find out what pages the User visited and their actions. This information allows you to set up ads on AdWords and Facebook.
This is much easier than chasing banners with the name and logo of the brand for all visitors to the site for weeks all over the Internet.
The IF function
The IF function allows you to insert a specific message into the ad text if a particular condition is met and otherwise show the default text. For example, the situation is a mobile user. If you usually have trouble with converting blog traffic, “sweeten” the offer just for them.
Frequency of remarketing impressions.
Don’t bore users to avoid “ad fatigue.” Instead, pay attention to the frequency of impressions.
This value depends on the industry and deal cycle. For impulse sales, showing ads for a couple of hours/days usually leads to a site visit and SEO conversion. For big-ticket items, it will take weeks or months.
Facebook Custom Audiences
The Facebook pixel allows you to do incredible things to offer segmentation. This, in turn, improves the user experience and, for the advertiser, lowers the CPA. When you show a targeted offer to a small, targeted audience, the likelihood of conversion increases.
Exclude audiences
You single out users who don’t need to show ads in some instances. For example, you exclude those who have already purchased displays.
Similar audiences
This is a chance to expand your current audience. A cultivation program is more likely to work again if it has already brought conversions into practice.
In AdWords, you can use audiences similar to remarketing sheets to target and an easy way to make bid decisions. Through trial and error, you’ll hone your targeting audiences to perfection and ensure a steady flow of hot leads.
Dynamic remarketing for abandoned garbage cans
When the shoes you looked up on Amazon follow you all over the Internet, that’s dynamic remarketing. Is it infuriating? Probably. Does it work? It usually does.
Try this one if you have an online store and other strategies aren’t hitting the mark. Just don’t go overboard.
