The Five Keys to Increase Lead Generation.

The ultimate goal of a direct response advertising campaign is to generate new leads, and close more deals. As marketers we look at many different angles and forms of persuasion as possible, but business owner look at one metric: ROI. If you’re putting a direct response campaign together, these five steps are crucial to the success of your campaign:

#1 The Offer: In any direct response campaign the offer has to be appealing enough to capture the interest of the audience in a 2 to 3 second window. This doesn’t mean you have to include the word ‘Free’ or ‘Buy One Get One’ or ‘half off’, etc – it means the offer needs to be clearly understood and offer value beyond that of the competition.

#2 The Delivery System: Whether you use traditional media such as TV, Radio or Print, etc making sure that you have a ‘tradigital’ approach is key in today’s marketplace. Tradigital is using traditional media to drive digital for maximum results. A very small percentage of consumers choose to ‘call’ as their primary response to an ad. An overwhelming majority will prefer to email, text or visit a website, which is why you need to clearly communicate the preferred response option in your ad. Our best advice is to use a landing page online or ‘vanity URL’, that speaks clearly to the offer and only asks for name and email opt-in to redeem it.

 

#3 The Process: Far too often the creative overpowers the call to action, or the offer is cluttered in other messages and agendas. Keep the message to one clear offer, and just as important, one clear way to redeem it or take the next step in the process. If the ‘call to action’ is not clear, you may have a good offer, or a clever message that only a small percentage of people actually act upon.

#4 The Response: If the consumer does not immediately get a reply when asking for information or redeeming an offer, you can forget about making that sale. There are too many competitors and too many other opportunities and options for that consumer to wait for you. Whenever you can add a ‘personal touch’ to that response, it only adds value and increases conversion rates.

#5 The Follow Up: So the fact of the matter, not every inquiry will result in a sale – which is why we have email marketing. Don’t think of 5 new customers out of 500 emails a failure, think of it as 495 new prospects that may need a little more nudging or encouragement, or maybe just a little more time to come around. A sound e-mail drip campaign will dramatically increase your conversion rates as email remains a very strong closer for those on the fence.

Keep these five steps in place and you will see significant increases in the results of your advertising campaigns. For help with this tradigital marketing strategy to increase leads or any other marketing challenges, please call as at Baldrica Advertising and Marketing Group, or our digital agency, ‘b digital’. Thank you.

Is a simple landing page all you need?

I’ve said this before and I’ll say it again, in many cases (especially with direct response campaigns) a landing page can be a much better option for generating traffic and increasing your conversion rates, then promoting your website or home page.

I still get those terrified looks from advertisers, weary that promoting a ‘landing page’ that is not on their existing website will waste precious page views. The fact is that, even in the case of our accounts who market to an affluent audience, the landing page has delivered amazing results, and well beyond the expectations of our advertisers.

I can give a slew of reasons why a landing page, (customized to reflect the offer in the advertising campaign) is a more effective tool in collecting leads and increasing conversion rates, but I believe the biggest reason for the success is this: the overall comfort level and growing acceptance by the end user.

What I mean is, now that the internet is basically a part of who you are and what you do, visiting a page to get more information, rather than a website is no big deal. In fact, many more people appreciate the simple and straightforward access and information of a well-crafted landing page offers, and are more likely to be engaged and interact with it.

Our latest endeavor for a small custom jewelry company with, get this, no website – only a Facebook and Twitter page, send all their traffic to a landing page, which has received 1,115 visits with 83 leads converted for a conversion rate of 7.44%! This is a clear indication that a professional landing page, with a strong social media campaign can build the trust and comfort level with its audience, so that the landing page is really all they need to generate a profitable business.