Leads and conversions are what make your business or brand go around. They are the ultimate goal of any profit-oriented business. To achieve these mouth-watering goals are a ton of digital marketing strategies, such as blogging, social media marketing, SEO, landing pages, email marketing, paid media and several others.
The leads and conversions your business or brand is likely to get are equal to the effectiveness of your digital marketing strategy.
In this article though, we will share how we increased leads and conversions for a client using two popular marketing strategies, Paid Media and direct-response email marketing.
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Paid Media
Sounds familiar? If you don’t already know, paid media is one of the most popular marketing strategies top businesses and brands use to promote their content to their audience. It simply involves marketing that you pay for, they include Google ads (PPC/Pay-Per-Click), TV ads, social media ads, print ads, etc.
Paid Media is one of the fastest online marketing strategies you can apply to your business. Simply because all you have to do is create a good ad, select a payment method and then the advertising platform or social media gets to work, putting your content in front of the right audience.
So how were we able to use paid ads to boost our client’s leads and conversions?
With our client, we focused on two major forms of Paid Media that apply directly to digital marketing, PPC advertising and Paid Social Media advertising.
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PPC Advertising
Pay-per-click advertising is as simple as the name implies; you pay once someone clicks on your ad. As one of the fastest-growing strategies with a high ROI, it is a favourite of businesses wanting to get value for every penny spent on their advertising budget.
In fact, Smallbizgenius showed that “traffic brought through PPC advertising yields 50% more conversions than organic advertising”.
A second report by WebFX showed that “companies investing in pay-per-click (PPC) advertising earn an average return on investment (ROI) of 2$ on every 1$ spent”, that’s a whopping 200% in ROI rate.
We achieved all this and more by;
- Creating unique landing pages for our clients. We ensured that the pages were unique, had eye-grabbing headlines, creative designs and images, compelling copies, and a clear Call to action (CTA).
- Secondly, we wrote good quality ad copies that connect to our client’s target audience. We ensured we researched the right keywords and included relevant and mind-grabbing messages to ensure clicks.
- Lastly, like us, you’d want to select a campaign that works some of them include, search ads, display ads, remarketing ads, etc. The campaign you select will determine where users will see your PPC ads, alongside how and when.
- Paid Social Media Ads
As the name implies, paid social media ads are ad placements on social media platforms. Some of the most prominent are Instagram, Facebook, Twitter and LinkedIn. Each social media platform has guidelines on its ad services. You must research these guidelines and familiarize yourself with them and their audience behaviour.
We also ensured that we targeted our client’s audience on each social media platform used, we had our goal in mind, and the next thing we did was ensure we were answering their questions and giving them a reason to click on our social ads.
We also created ads with the platform in mind. For example, Instagram focuses more on image-centred content, LinkedIn more on text and business content, Facebook focuses on both text and image, etc. All this guided us in our ad creation.
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Direct Response Email Marketing
Second, the marketing strategy we used was direct response email marketing, something many businesses are familiar with but cannot utilize properly to give them the desired results.
Direct response email marketing is a combination of two terms in digital marketing, first is Direct Response Marketing, and second Email Marketing.
Direct Response Marketing is a type of marketing that is applied to various forms of advertising to get an immediate action or response from the consumer. Responses like clicking a website link, visiting a landing page, making an online purchase or subscription, following you on social media, etc.
Prospects take these actions via well-written copies and CTAs that appeal directly to them and give them a sense of urgency or need.
Email marketing, on the other hand, is a form of marketing where prospects are reached in mass through timely and personalized emails. Email marketing lets you educate, inform and update your prospects or/and existing customers on your products and services.
When done right, email marketing is a powerful tool that we have seen countless times target and connect you (on a personal level) with your customers, increase sales cost-effectively, gain engagements, and increase brand awareness, all in real time.
Both are effective marketing strategy tools in their own right, but when paired together, you have a powerful tool that increases leads and conversions.
Direct response email marketing involves making your email prospects and customers take valuable action via direct response writing. For us, this valuable action ensured people visited our client’s social media pages and followed them. Through this, we generated traffic to our client’s websites and ensured conversions to their services.
By first building a strong email list through our PPC and paid social media advertising, we were able to feature an email newsletter sign-up section on our copies. Secondly, we applied direct response writing principles to the email copies we sent out to our list. From the “from” line to the email subject line, the main copy and the CTA, we made sure to evoke a sense of need, urgency, relevance, authenticity and curiosity in each line.
Note that we didn’t just create one perfect copy at once. We first created, tested, tried and refined our copies repeatedly till we got our desired results. Here’s where you will see one of the benefits of email marketing, measurablity.
With email marketing, measuring the deliverability of your emails, their open rates, click-through rates and conversion rates is easy. You adjust the email copies till you get an effective email marketing campaign.
By this, we got people to open, respond and engage with our emails, thereby generating traffic and conversions.
A combination of both Paid Media Advertising and Direct response email marketing is one of the fastest and most effective ways of generating traffic to your website and ensuring conversions.