So stop running after traffic and start growing leads. Don't waste your time on unnecessary but popular metrics such as likes, comments, shares, traffic etc.
Your agency will never tell you this. Because by measuring a bunch of useless parameters they will save their job and ask for more investment into marketing, especially the paid campaigns to generate qualified leads.
Now since you know the truth, you should focus on lead generation, rather than increasing the traffic.
And yes, there is no better time to get started than getting started right now!
So, what should be your first step?
Well, I will tell where to begin and how you can utilise your existing marketing resources to generate more leads than ever before and at a much lower budget than earlier.
But before that, there is statutory warning: IT IS NOT SEXY.
The steps below are simple yet boring and perhaps that is the reason why they are so effective on the ground. It is not something that you do on any average day, logging into Google Analytics and seeing some fancy graphs and statistics which don't serve any specific purpose apart from instant self-gratification.
Gear up for boring yet innovative and most productive marketing techniques you have ever come across:
1. Facebook Ads are waste of time and money until you use these tools:
The brilliant creative, fantastic ad copy and three figure daily ad budget will not come to your rescue if you create a Facebook ad campaign and select audience based of demography and interest. It will be a complete waste of money if you simply increase your budget and expect great results. And it will be a sin, if you are advertising on Facebook Audience Network. Believe me, CPC on Facebook audience network is extremely low but the results are effectively nil. Most of the clicks on Facebook audience network are complete waste until you advertise for mobile app downloads.
Does that mean you should stop Facebook marketing?
No, that will be a foolish idea to suggest.
You should use these two breakthrough tools that are among the most advanced marketing tools the world has even seen. (Use these tools now and you will thank me later for writing this article)
Facebook Remarketing - You may ask what is so remarkable about Facebook remarketing when you might already be using Google or other remarketing platforms. The biggest advantage of Facebook remarketing over other platforms is its power to grab your website visitors' attention when they are most likely to take an action. When your visitors are gazing their Facebook timeline while scrolling down, your ads will prominently be displayed on their timeline. It is a great opportunity for you to make a compelling offer they can't refuse. And your winning spree will begin. Facebook remarketing will also help you in creating Lookalike audience (explained next), the most powerful audience tools invented in the world ever.
Lookalike Audience - Lookalike audience is money minting machine for business owners like you and me. It is breakthrough innovation and quantum leap in the way we target ads to a specific target customer segment. It has set the bar higher for other giants like Google to target ads to audience with such a great precision. eConsultancy termed it as the "next big thing" in marketing. With Twitter launching a similar tool, the game is becoming interesting with each passing day.
It is so outrageously effective that once you start using it, you will never use other platforms for your paid marketing. So, before everyone jumps to have their slice of cake, you must move quickly to squeeze it as much as possible.
I have personally spent more than $20000 worth of ads for my clients using Facebook Lookalike audience and have generated a whopping 400% more leads as compared to simple Facebook ads that are targeted based on interest and demography.
You will find plenty of articles about how to use Facebook Lookalike Audience, including one from Facebook itself, so I will not make this post redundant with 'How to' of this. However, I must say that you can use your existing leads, customers, or website visitors to create a lookalike audience from a particular country that share similar traits. So if I have a list of 200 email ids or phone numbers or website visitors, I can create an audience on social network that is 99% similar to those in our list. And that is the killer feature of lookalike audience. You can create an audience that is very much similar to your existing leads and most likely to buy your products and then target ads to them. Awesome isn't it?
2. Don't leave money on the table
All your hard work is being mercilessly washed away as unknowingly, you are leaving your money on the table. Overcoming this is quite easy. In fact, this is the easiest way you can have more leads and earn more money.
Let us understand how this works:
Your visitors are looking for something that you offer. You would have invested considerable time, money and/or efforts to get them to your side. They came and then they went away and perhaps they will never come back. That is because you did nothing to help them achieve their objectives. When your intervention was required the most, you were busy in doing business or making more efforts to bring more traffic. Isn't it a big waste?
The best thing is you don't need to be available physically to monitor traffic and offer help. There are bots that can do much better work than you. Don't worry, I am not going to suggest to tweak your website design or to purchase something ugly.
All you need to do is install a small piece of smart software codes that can work based on user intent. Hence, if a user is about to leave your site, a smart pop will be displayed and offer something that users can't refuse.
We used Optin Monster for one of our clients to increase their subscriber rate by 600%. Yes 600%.
You can use tools like Optin Monster and SumoMe to set up Smart light box pop ups and set up display rules. You can give awesome offers in exchange of email id and further use email marketing to nurture the leads.
3. Be Lazy
"I will always choose a lazy person to choose difficult job. Because he will find an easy way to do it". Bill Gates famously said.
Whether you like it or not, but all the hard work which you put in digital marketing can be done efficiently by a bot. The results generated are far better than manual work. I don't mean to disrespect your hard work. It is just that you should spend quality time on generating more value for your prospects while let the bot handle those repetitive things. After all a bot has been designed to handle repetitive tasks in an efficient and effective manner.
Let us see what all things can be done by a bot in a better way than you:
Social Media Automation: You can automate content promotion on social media. It will save a lot of time and you will never miss an opportunity. The biggest advantage of social media automation is single piece of content can be equivalent to 20-30 contents (blog posts). So for example you can create 20-30 snippets out of a long blog post and schedule it on social media for next few days/months. This will not only increase ROI on your content marketing but also help in improving ranking, more visits and ultimately more leads. You can use tools like Buffer or Hootsuite to accomplish social media automation efficiently.
Email Marketing Automation - When you capture a new subscriber or lead, then don't make them wait. From the moment of subscription to final conversion, all steps of email marketing can be automated. You can set rules on when to send an email to a subscriber.
If done well, these techniques can create a flood of leads for you over a period of time.
Start applying these techniques and let me know how it worked for your business? Also write in comments your secret of generating better leads?