One goal every digital marketer has in common is to maximize their lead generation. But depending on their lead-gen strategy, they might be paying a lot more for each lead than they need to without getting the results they want.
To help keep your CPL (cost per lead) as low as possible while still getting as many leads as possible, we’re going to share our cross-platform lead-gen strategy with you today.
The four must-haves for a successful lead-gen strategy
These four steps are a must when it comes to optimizing your ad spend on every platform:
- Implementing an effective keyword strategy
- Improving your ad quality
- Redefining your target audience
- Performing A/B tests
Don’t worry–we’re going to dive into more detail for each step to help you get the quality leads you’re looking for.
Creating a keyword strategy
Whether you’re using them in blog posts, web copy, landing pages, or anywhere else in your digital marketing strategy, an effective keyword strategy is critical for getting your content in front of the right audience. In fact, all of your other lead generation efforts could be in vain without a strong keyword strategy behind them.
Your keyword strategy is just one component of your overall SEO strategy. But all too often, it’s completely overlooked.
Higher search rankings for the right keywords can have a huge impact on the amount of traffic and quality of traffic your website receives. When relevant searches for your business are made, lead-gen gets a whole lot easier.
It takes some effort and time to create your initial keyword strategy. We’ve got several helpful posts on our blog on the topic, including this post on using long-tail keywords to rank on Google. You won’t want to miss this post either where we discuss how to use keywords to maximize PPC marketing.
Better ad quality
What makes the best ads stand out from the rest? The truth is, it comes down to knowing exactly what your audience wants to see and hear.
In addition to having a great keyword strategy in place, you’ll want to be really clear on your target audience. That way, you are not only using the right words, but you’re getting them in front of the right people at the same time. (Psst, we’ll talk more about your target audience in a minute)
One of the best ways to improve your ad quality is to take a long, hard look at your ad copy.
Ask yourself, or better yet, ask someone else, if your ad copy:
- Has a compelling call-to-action (more on those here)
- Clearly states what your product/service/offering is
- Includes important keywords
- Is creative/interesting/engaging
If you can answer yes to those questions, your ads could already be in good shape. Then, you can put your focus into other components of a strong lead-gen strategy.
Redefine your target audience
Now, back to your target audience and exactly what that means.
Defining your target audience means getting really specific about the people who are likely to purchase/re-purchase your service/product/offering. It involves gathering data on their demographics, purchasing habits, search habits, and more.
We also talk more about identifying your target audience’s needs in our content strategy checklist.
Maybe you set up a target audience a year ago when you started your first ad campaign. But if your ads aren’t effective and your CPL is high, it’s time to redefine your target audience and make sure you’re on the right track.
Here are some ways to gather the info you need to define or redefine your target audience:
- Use Google Analytics to check for existing habits, demographics, etc
- Send out user surveys to get useful information from your audience
- Monitor social media platforms closely
Bonus Lead-Gen Strategy Tip: Facebook Audience Insights
One of the social media platforms to pay special attention to is Facebook. It has plenty of built-in features to help you define and target your audience. The problem is, a lot of people don’t know how to use them and don’t have the time to figure it out. Facebook Audience Insights helps you get to know your customers, but there are some strategies more effective at this than others.
So, now you might be wondering how our Facebook audience targeting strategy works. Well, at Blue Water Marketing, the primary goal of our Facebook advertising agency is to drive traffic that leads to sales or lead-generation for your business.
We accomplish this in a few ways:
- Increasing clicks from Facebook ads
- Increasing conversions from Facebook ads
- Boosting the overall awareness of your brand
- Increasing the relevance of Facebook ads
There are several different techniques to accomplish each of these goals. We employ specific strategies tailored to your specific business to help you get the results you need.
Test your ads
Now, we can’t talk about a lead-gen strategy without including A/B testing! Testing your ads is one of the best ways to find out what’s working and what isn’t.
In marketing, A/B testing is also known as split testing or bucket testing. Each of these titles refers to a method of testing two versions of an ad/website/landing page, etc. to see which one performs better. One of our favorite things about A/B testing is that it lets you track how even the smallest changes can affect your conversion rates.
If you’re new to A/B testing, we recommend doing a deeper dive into the subject. Here’s a helpful link that offers everything you need to know.
Let’s get started on your lead-gen strategy that lowers CPL
There are so many components to improving your lead-gen strategy–from increasing the budget, removing certain age brackets, split testing the creative, tweaking the audience, and much more. We know all of these options can be overwhelming.
But we’re here to help!
If you’d like to discuss creating an effective lead-gen strategy to lower CPL and get the results you’re hoping for, get in touch today. Blue Water Marketing in Stuart, FL is your go-to source for SEO, web design, content marketing, and all of your other digital marketing needs.