Basics of online lead generation and how you can improve the lead gen process with technology. This presentation was held during the E-komercija 2016 in Vilnius. It will give an overview about the basics, structures and processes. Also it includes tips, tricks and cases how to run or improve online lead campaigns with Facebook.
2. Agenda
14:00 â 15:30 Lead generation (Beginners)
⢠adà media in 5 minutes
⢠adà lead generation process
⢠Case Social Media Lead generation intosol.de
(Travel)
15:45 â 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
4. 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
5. 1. Acceptable Website SEO
2. Great mobile experience
3. E-Mail, paid Search - Brand
4. Display Ads - Brand
5. Micro â Outcomes (see & think)
6. Incredible Website, SMO
7. Search, Display - Category
8. Multi Channel Integrations
9. Loyalty Marketing
Digital Marketing
âladder of Awsomenessâ
by Avinash Kaushik
Our working process
12. 1. Process & Structures 1(9)
âNegative result of a lead campaign
often cause in missing processes
and unclear responsibilitiesâ
13. 1. Process & Structures 2(9)
Why and what are the factors?
1.Unclear lead definition
2.Missing process to qualify leads
3.Missing briefing how to work with lead
4.Oversized hierarchy
14. 1. Process & Structures 3(9)
Unclear lead definition
1.Set a clear goal, what do you want to do and
achieve with the lead
2.Define what information are necessary
3.Define a lead validation process
4.Define a lead follow up process
15. 1. Process & Structures 4(9)
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, surveys
16. 1. Process & Structures 5(9)
Missing 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
17. 1. Process & Structures 6(9)
âDifferent stakeholders,
different âlanguagesâ, different
expectationsâ
oversized hierarchy
18. 1. Process & Structures 7(9)
Oversized hierarchy
A lean structure demands:
1. Define responsibilities
2. Set a clear processes and communication
structure
3. Write it down and communicate it to all
stakeholders
19. 1. Process & Structures 8(9)
The Highlander Principle: There can be only one!
Oversized hierarchy
20. 1. 1. Process & Structures 9(9)
Oversized hierarchy
The Highlander â the overall responsible for the lead
gen process is
⢠responsible of the Budget
⢠authorized to make decisions
⢠First contact point for all stakeholders, e.g.
agencies, traffic provider
21. 2. Financials 1(2)
âMost of clients are not able to state
a price per leadâ
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
22. 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
âmaxCPL=GP-(%operation costs)-
(profit)*(%lead2sale)â
23. 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
- Find real customer USPs
- Describe in your service in a 4 â 5 sentences
Please note, this will be important for the
target group selection!
24. 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 â 18:00
⢠Rewarded in Service
⢠300hours from offer to delivery
The customerâs USP
⢠Store near to your home
⢠Fast kitchen planning
⢠Child care in our stores
⢠Shop after Work or during the
weekend
⢠2 weeks delivery
25. 4. Target group 1(6)
âTarget group definition is the most
complicated part and needs to be re-
worked during the lead generation
processâ
26. 4. Target group 2(6)
Why do you have to look into the target
group more detailed?
Target group definition
⢠60 years+
⢠male
⢠income > 1 Mio Euro p.a.
⢠married
⢠more than 1 child
⢠lives in a town in UK
27. 4. Target group 3(6)
Your potential target group:
Ozzy Osbourne - Godfather of
Heavy Metal
Price Charles â successor to the
throne of the British Empire
28. 4. Target group 4(6)
Different characters â some brand
Ozzy Osbourne - Godfather of Heavy
Metal
Price Charles â successor to the
throne of the British Empire
Both of them driving Bentley. But have different approaches to buy such a car.
29. 4. Target group 5(6)
Ask yourself following questions:
⢠How does my current client base look like?
⢠Which stakeholders of the clients are involved?
⢠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 â 3 âdemand groupsâ
and add attributes e.g. self driving rock stars or royals with
driver
30. 4. Target group 6(6)
Self-driving, loves fast cars, simply can
afford anything, loves the brand, âŚ
Assumption: Ozzy will buy the car by
himself.
Chauffeur car, never drives him-self,
representing, secure car, additional
features e.g. bullet proof windows
Assumption: Someone else will buy this
car for Charles
31. 5. Landing Page & Content 1(9)
âDon`t collect leads on your
homepage. Create an own campaign
micro cosmos with service / product
landing pagesâ
32. 5. Landing Page & Content 2(9)
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
33.
34. 5. Landing Page & Content 4(9)
⢠Use a single campaign landing page for each
service or product
⢠Donât spent to much time and budget in art
work and coding
⢠Made it easy to change
⢠Measure constantly and change the landing
page during the campaign according the
results
35. 5. Landing Page & Content 5(9)
Landing page software e.g.
www.unbounce.com
www.instapage.com
What are the advantages?
- very cost efficient
- fast and easy set-up
- pre-defined & responsive templates
- integrated Tracking
- simple A/B testing
- APIâs to most of CRM or e-mailing systems
36. 5. Landing Page & Content 6(9)
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
37. 5. Landing Page & Content 7(9)
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
38. 5. Landing Page & Content 8(9)
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
39. 5. Landing Page & Content 9(9)
Independent from the assets â 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 âreason whyâ for the user you want to address
⢠Create curiosity by introduce the problem solving
solution of your service / product
40. 6. Conversion path 1(2)
Different target groups demanding different
conversion paths!
Adjust the following steps to your target group
Target
group
Demand Channel Interaction
Landing
Page
Offer
Problem
Wish
Solution
Source: Karl Kratz âWelcome to the systemâ
41. 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 groupâs 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
42. 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
⢠âŚ
43. 7. Interaction Elements 2(4)
âWithin 5 sec you need to get the full
attention of the visitor to choose your
offerâ
44. 7. Interaction Elements 3(4)
The only reason the visitor is clicking an ad is
the content relevant to his problem.
⢠Donât create general ads
⢠Use the right âprimerâ (target group definition)
⢠Create an Ad â Landing Page environment
⢠Create specific ads for each demand
⢠Use multiple ads per target group (min. 5)
⢠Test different ads parallel
46. 7. Media Planning & Buying 1(3)
The selection of the channel depends on the
the target group specification.
Typically lead generation channels are:
- Clientâs website
- Social Media (Facebook, LinkedIn)
- Newsletter
- Search Engine Marketing (Google Adwords)
- InApp Advertising
47. 7. Media Planning & Buying 2(3)
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.
48. 7. Media Planning & Buying 2(3)
What does it mean to have control?
⢠Access Real-Time Stats
⢠Define Budget limits by yourself
⢠Start / stop a campaign immediately
⢠Ability to change ads instantly
49. 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.
50. 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.
51. 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
53. 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.
Case Intosol.de - Luxury travel
54. The objective- Increase online requests for
individual travels.
Lead definition:
- Region: South Africa
- Travel Budget 4.500+ Euro
- High- and Off-Season
- Individual packages
Case Intosol.de - Luxury travel
55. 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
56. 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
57. Step 2 â 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
Case Intosol.de - Luxury travel
58. Step 3 â 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
Case Intosol.de - Luxury travel
59. Step 5 â 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
Case Intosol.de - Luxury travel
60. Step 5 â 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-
Case Intosol.de - Luxury travel
61. Step 6 â 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
Case Intosol.de - Luxury travel
62. Step 6 â Interaction elements 2(2)
Case Intosol.de - Luxury travel
63. Results
⢠12.000 Visitors
⢠332 valid leads according the lead definition
Next Steps
⢠Lead nurturing process
⢠Further destinations
Case Intosol.de - Luxury travel
65. Agenda
15:45 â 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
66. Detailed Target Group definition
âTo be successful during a lead
generation process, it is important to
change the classic target group
definitionâ
67. Detailed 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
68. Detailed Target Group definition
Your potential target group:
Rockstar Successor of the Throne Actor
Contractor Farmer Shop Owner
69. Detailed Target Group definition
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.
70. Detailed Target Group definition
How do you address different people
within one target group?
What makes them buying my products
or signing up for my services?
71. Detailed Target Group definition
Following parameters influence our daily search
behavior and decisions.
- Personal values
- Personal goals
- Challenges and problems
- Demands
- Responsibilities
- Mood
- Time
72. Detailed Target Group definition
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, âŚ)
Therefor it is neccessary to break down the
conversion path and make adjustments for different
user paths.
73. Detailed Target Group definition
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 â make him happy and present an asset
which he could present to his boss.
74. Detailed Target Group definition
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
75. Detailed Target Group definition
Example of a customer journey based on the
previous assumptions.
Step 1 â 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
76. Detailed Target Group definition
Example of a customer journey based on te
previous assumptions.
Step 2 â 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
77. Detailed Target Group definition
Example of a customer journey based on te
previous assumptions.
Step 3 â 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
81. Detailed Target Group definition
Defining target groups this way and illustrating
conversion paths according the clients needs, will
be a success factor during the lead generation
process.
82. Case: Lead gen via Facebook
Our objective:
âProof of concept â Facebook is a valid
channel for lead generation in the
financial areaâ
83. Case: Lead gen via Facebook
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
84. Case: Lead gen via Facebook
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 to export lead data
- Let us create banners by our own without approval
- Is able to pay out loan less than 10.000 Euro within 2
weeks
85. Case: Lead gen via Facebook
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 âtrustworthyâ advertiser.
86. Case: Lead gen via Facebook
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
87. Case: Lead gen via Facebook
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 â 30,
- interests cars, dating, traveling
- Life in specific areas or towns
88. Case: Lead gen via Facebook
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
89. Case: Lead gen via Facebook
Scale and improve the target group based on lead data
To narrow down the target group we decided to use the
Facebookâs 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%.
90. Case: Lead gen via Facebook
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.
91. Case: Lead gen via Facebook
Scale and improve the target group based on lead data
Start
Look-a-like
92. Case: Lead gen via Facebook
Figures and Results
Spent: 11.676,32 Euro
Clicks: 59.395
Avg. CPC: 0,20 Euro
93. Case: Lead gen via Facebook
Figures and Results
Leads: 3.762
Revenue: 16.913,02 Euro
CPL: 4,50 Euro
Profit: 5.236,70 Euro
94. 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
95. 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
98. Focus on Long Tail
Flights from [keyword] to [keyword]
99. 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 â up to 60% in
mobile)
⢠Better qualified leads
⢠SEO gains through indexed pages
112. ⢠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