We’re back today with /news/archive/ look at building an effective lead generation site. You might recall that in Part I we looked at segmenting our audience and creating a site targeted to the visitors that we want. Today, we’re going to learn about getting those visitors to your site through promotion and advertising methods.
Promotion Your Lead Generation Site
3 Channels for Traffic:
- Organic Search
- Pay-Per-Click
- social media
Social Media Promotion Techniques
Pay-Per-Click Search Advertising
It’s easy to spend a lot of money that doesn’t bring you any return in this channel – especially if you aren’t careful with your targeting.
Hot Tips for PPC Marketing
Ad Groups and Keywords
- Keep your ad groups and keywords organized so you can see where you are getting the best return, quickly.
- Pause underachieving ad groups in order to save your budget.
- Don’t be afraid to be specific – give the searcher what they are looking for if you have it.
- Don’t stop keyword research, ever. You might uncover great new terms.
Click-through and Conversion Rates
- Keeping an eye on your click-through and conversion rates can make all the difference in your paid advertising efforts.
- If your noticing ad groups with a poor CTR, then you know that your ad text could use some sprucing up.
- If new ad text doesn’t improve the CTR, perhaps the keyword isn’t as good as you had thought.
- A/B Testing can help you determine the best ad text for a campaign – run some ad tests and pick winners.
Ad Text
- A key component of your advertising success is making sure your ad text is short, sweet, and complete.
- Use your testing to determine what words trigger the right response in your targeted market.
- Keep in mind that not all customers respond the same. Different markets = different ads.
- Keep in mind your target audience and industry.
Quality Score
- A measurement of quality, relevance, and performance that can affect your ad positioning and cost-per-click.
- The higher your able to keep this number, the better performance you’ll see from the ad and ad group its associated with.
- Keeping your ads specific to your offering will help you with quality.
- Using a targeted landing page optimized for the terms and products you offer also help.
Optimizing for Conversions
Now you’ve setup a social media plan and you are driving targeted traffic to your site, but you’re seeing a new issue – all those new visitors aren’t actually filling out your forms!
You know you are hitting the right target demo, but you just aren’t getting the submissions that you anticipated. People bounce quickly or leave without looking around, and you aren’t getting the leads that you were planning on.
This could mean that either the website is hard to navigate, unappealing to your audience, or there is no real call to action.
In the next step, we’ll cover some conversion rate optimization tips and tactics, that should really help you start to notice some significant improvements almost instantaneously. Check back soon to learn awesome conversion rate optimization tips, or visit our CRO page on the site to learn a bit more now.