If your business is doing well, potential buyers will call, submit requests on your website, write in an online chat, or otherwise express their desire to buy your product. These potential buyers who have completed the target actions are called leads.
Not every one of them converts into a real sale, but the efficiency of Internet marketing is clearly visible by the number and cost of leads. In addition, not all clients are ready to provide access to their CRM for sales analysis. That is why we at Eureka calculate, first of all, the cost of a lead for each client during promotion.
The goal of our work and the wish
of each client) is to get as many leads as possible for less money. A mandatory condition is that these leads must be high-quality, targeted, and ready to buy.
We’ll tell you how we do this on 4 different levels – from choosing advertising channels to analytics and strategy.
At the channel level
Correctly selected promotion channels are the first thing that determines the cost of a lead.
What we use in working with our clients:
- We definitely include SEO (search engine promotion), because it is still the source of the cheapest leads. Depending on the niche, search traffic can be 3-6 times more profitable than applications from contextual advertising. The key to successful SEO promotion today is deep work with the site and content, using only “white” methods.
An example of an entrance door store is that a lead from organic search results is several times cheaper than from contextual advertising.
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If we launch contextual advertising
- , we try to select individual services or goods from the client for which the competition and click price are not so high. Moreover, in our experience, context is usually cheaper in Google than in Yandex, but here you need to test each time.
- We use remarketing. This type of advertising helps to return some of the customers who were interested in the product but left the site without buying. Even if a person changes their mind about buying or gets distracted, they remain a “warm” potential customer and can return if the product catches their eye again. When we show ads to such users, the conversion is higher and the cost per lead is lower.
- We work with aggregators. For some of our clients, it makes sense to cooperate with aggregators – giant sites where you can place information about your company for a fee. In the medical field, this is, for example, the DocDoc service, in retail – Yandex.Market, etc. Aggregator sites provide access to a huge audience, and a fairly warm one at that, so they can become a source of high-quality and inexpensive leads.
It is possible and necessary to calculate
how profitable it will be to place ads on aggregator platforms. Yandex Market, for example, offers its own calculator for this purpose.
When connecting any promotion channels, we always do deep work on the site with conversion. It is important to do this so that more clicks are converted into high-quality target applications, and the advertising budget does not go to waste. Below we will talk more about working with the content and convenience of the site.
At the level of advertising campaigns
The next level is individual advertising campaigns within different promotion channels, and here we discovered our own subtleties and nuances.
What is especially important:
- Correctly format snippets, i.e. a brief description of the site page in search results. High-quality snippets are always clear and informative, and correspond to the target page in gambling database turkey content. They reflect the essence of the product and the USP (unique selling proposition) of this product. For convenience, the snippet should contain quick links to the main sections of the site. All this is important to avoid empty, non-targeted clicks and immediately give the user the most accurate information.
Snippet of an online gift shop in Yandex buy telemarketing leads search results: the city and the essence of the offer were immediately indicated, and several quick links were added below.
- Focus on mid- and low-frequency queries, because such queries are more likely to attract a hot audience that is looking for a specific service or product and is ready to buy. Alternatively, you burkina faso business directory can use precise queries by city districts (“dentistry in Mitino”) or add specifics depending on the area (“New Year’s cardboard packaging wholesale for schools”).
- Actively work with information requests that people use to search for useful materials. They bring in a less-hot audience, but a more loyal one that trusts the company’s expertise – after reading a good article, such a user may become interested in the company’s products. Examples for different areas: “when to change tires to winter”, “what to give colleagues for March 8” and other similar requests.