Today things are different. Customers have a wealth of information at their fingertips: coffee blogs and review sites, recommendations from friends on social media, and so much more. By the time a customer even thinks about going to a store — and it may well be an online store, at that — they’re less likely to ask a salesperson “What coffee makers do you have?” than “Can you beat this price on the model I already know I want?”
Sales leads are generated on the basis of demographic criteria such as FICO score (United States), income, age, household income, psychographic, etc. These leads are resold to multiple advertisers. Sales leads are typically followed up through phone calls by the sales force. Sales leads are commonly found in the mortgage, insurance and finance industries.
With the new buyer it is important to note that your marketing efforts don’t end once a new lead comes into your system – what we call Top of the Funnel (TOFU) marketing. Many companies do a good job at generating leads, but the problem is that most new leads are not ready to buy yet. And if a sales rep does engage and the lead isn’t ready to talk with them, it reinforces the notion that marketing sourced leads are not great. As a result leads get lost, ignored, or snatched up by your competitors.
Nurturing is so aptly named because it’s all about giving your new relationship what it needs to prosper. Some leads will want regular emails, some will want quick responses to questions on social media, and others will want an 800 number and a conversation to learn more about your offerings. Developing an effective lead nurturing strategy pays off: Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost and boast 9% more sales reps making quota than companies that struggle with nurturing.
Social networking sites such as Facebook, Instagram, Twitter, MySpace etc. have all influenced the buzz of word of mouth marketing. In 1999, Misner said that word-of mouth marketing is, "the world's most effective, yet least understood marketing strategy" (Trusov, Bucklin, & Pauwels, 2009, p. 3). Through the influence of opinion leaders, the increased online "buzz" of "word-of-mouth" marketing that a product, service or companies are experiencing is due to the rise in use of social media and smartphones. Businesses and marketers have noticed that, "a persons behaviour is influenced by many small groups" (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 189). These small groups rotate around social networking accounts that are run by influential people (opinion leaders or "thought leaders") who have followers of groups. The types of groups (followers) are called: reference groups (people who know each other either face-to-face or have an indirect influence on a persons attitude or behaviour); membership groups (a person has a direct influence on a person's attitude or behaviour); and aspirational groups (groups which an individual wishes to belong to). How do I track UTM in Google Analytics?
We love paid social advertising because it's a highly cost-effective way to expand your reach. If you play your cards right, you can get your content and offers in front of a huge audience at a very low cost. Most social media platforms offer incredibly granular targeting capabilities, allowing you to focus your budget on exactly the types of people that are most likely to be interested in your business. Below are some tips and resources for getting started with paid social media marketing:
Traditional advertising techniques include print and television advertising. The Internet has already overtaken television as the largest advertising market. Web sites often include the banner or pop-up ads. Social networking sites don't always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokesperson asking viewers to check out the product website for more information. While briefly popular, print ads included QR codes on them. These QR codes can be scanned by cell phones and computers, sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones. While traditional media, like newspapers and television advertising, are largely overshadowed by the rise of social media marketing, there is still a place for traditional marketing. For example, with newspapers, readership over the years has shown a decline. However, readership with newspapers is still fiercely loyal to print-only media. 51% of newspaper readers only read the newspaper in its print form, making well-placed ads valuable.
Clearly, there has been a huge change in the traditional buying process. In fact, according to Forrester, buyers might be anywhere from two-thirds to 90% of the way through their buying journey before they even reach the vendor. The reason this is happening more and more is because buyers have so much access to information that they can delay talking to sales until they are experts themselves.
Carousel Ads contain a series of images or videos that users can rotate through, all of them helping to describe a single product, service, or event the ad is promoting. Each Carousel Ad can contain to 10 images or videos at a time and link to their own individual webpages. Because these ads carry so much media, according to Facebook, they're ideal for:
If your business has an offer or event going on at your store, set up a few Facebook Reach ads that appear only to people within a short distance of your store. Have these ads appear a few days prior to the event and on mobile devices while the event is happening. You may want to reach some people the day of the event who happen to be in the area and checking their Facebook account on their smartphones.
The goals will differ for every business, but they should all focus on actions that have a real impact on your bottom line—like generating leads, increasing conversions on your website, or improving customer service. But those are broad categories of goals. You’ll want to ensure your goals are much more specific and measurable. Here, we recommend using the S.M.A.R.T goal-setting framework.
Of course you want to fill the top of your marketing funnel with lots of leads. But as soon as they enter the funnel, you also want to start qualifying them to see which ones are worth the additional time and effort to guide toward the bottom. Lead scoring and grading help you do just that, calculating a lead’s value to your company (score) and likelihood of converting to an active customer (grade). Using lead scoring and grading together can be an effective way to ensure that only high-quality leads are passed on to your sales team. Lead management software can automate lead scoring and grading as well. Install Your Facebook Pixel and Create Custom Conversions with Facebook Ads
Sponsored Stories seeks to capitalize on the “word of mouth” marketing concept. If a user sees that three of his friends like a certain page, he is more inclined to pay attention. The goal of Sponsored Stories is to have a user take the same action as their friends. Advertisers can choose to show friends “likes” if they want more page likes, show friends who have “claimed this offer” if a business wants more users to claim offers, etc.
CTR is the number of clicks on your CTA button, versus the total visitors to that landing page or ad. If 1000 people visit your landing page/view your ad, and 650 people click on the CTA, your CTR is 65%. A high CTR depends on a number of factors, chief among which are the value proposition on your page/ad, your CTA’s placement, and the relevance of your content vis-à-vis your target audience.
Note for HubSpot customers: You can integrate Facebook Ads reporting into the HubSpot Ads App to make reporting and analyzing your advertising ROI easier. You'll be able to easily see which Facebook Ads generate leads and increase your ROI without having to analyze the data yourself. You can also use this integration to edit Facebook Ads from directly within your HubSpot portal. Customers can sign up to test this integration here.
Many brands are now heavily using this mobile app to boost their marketing strategy. Instagram can be used to gain the necessary momentum needed to capture the attention of the market segment that has an interest in the product offering or services. As Instagram is supported by Apple and android system, it can be easily accessed by smartphone users. Moreover, it can be accessed by the Internet as well. Thus, the marketers see it as a potential platform to expand their brands exposure to the public, especially the younger target group. On top of this, marketers do not only use social media for traditional Internet advertising, but they also encourage users to create attention for a certain brand. This generally creates an opportunity for greater brand exposure. Furthermore, marketers are also using the platform to drive social shopping and inspire people to collect and share pictures of their favorite products. Many big names have already jumped on board: Starbucks, MTV, Nike, Marc Jacobs, and Red Bull are a few examples of multinationals that adopted the mobile photo app early. Fashion blogger Danielle Bernstein, who goes by @weworewhat on Instagram, collaborated with Harper's Bazaar to do a piece on how brands are using Instagram to market their products, and how bloggers make money from it. Bernstein, who currently has one and a half million followers on Instagram, and whose "outfit of the day" photos on Snapchat get tens of thousands of screenshots, explained that for a lot of her sponsored posts, she must feature the brand in a certain number of posts, and often cannot wear a competitor's product in the same picture. According to Harper's Bazaar, industry estimates say that brands are spending more than $1 billion per year on consumer-generated advertising. Founder of Instagram Kevin Systrom even went to Paris Fashion week, going to couture shows and meeting with designers to learn more about how style bloggers, editors, and designers are currently dominating much of the content on his application.
Email is a cornerstone and key component of every marketing campaign. Whether you are hosting an event, sending out a new piece of content, promoting a new service offering, or staying in touch with customers, email should be one of your main forms of communication. According to MarketingSherpa, the most used lead generation tactic is email marketing, with 81% of respondents citing it as the most effective channel. By putting your content in front of prospects, you can find people who might not be looking for you.
Lead generation is the process of finding people (leads) who’re likely to become your customers immediately or in the future. “Finding” people implies finding information about people, like their name, email ID or organization’s name, all of which you can use to initiate a business relationship with them. You can generate leads organically and/or by spending money, depending on your resources.
What exactly is the Facebook Pixel? Well, way back in the day (2015) advertisers had to install multiple pixel codes on their website to track different conversion metrics. Each new landing page for each new promotion required a new pixel—a sustainable practice in small doses, but pretty cumbersome the bigger and more complex your ad strategy got. Enter Facebook Pixel.
YouTube is the number one place for creating and sharing video content, and it can also be an incredibly powerful social media marketing tool. Many businesses try to create video content with the aim of having their video “go viral,” but in reality those chances are pretty slim. Instead, focus on creating useful, instructive “how-to” videos. These how-to videos also have the added benefit of ranking on the video search results of Google, so don't under-estimate the power of video content!
Facebook Pages are the gateway for businesses to market to this holy grail of users. A Facebook Page is a public presence similar to a personal profile, but allows fans to “like” the business, brand, celebrity, cause, or organization. Fans receive content updates from the Page on their News Feed, while the business is able to raise brand awareness, deploy and track advertising, collect detailed audience insights, and chat with users who seek customer service. Google AdWords Conversion Tracking // 2018 Tutorial
Content: While the download of a coupon shows an individual has a direct interest in your product or service, content (like an educational ebook or webinar) does not. Therefore, to truly understand the nature of the person's interest in your business, you'll probably need to collect more information to determine whether the person is interested in your product or service and whether they're a good fit.
You can place a form at the beginning of a video, requiring an email from the viewer in order to watch or even give your viewers a taste of the content by adding a form to the middle of your video. The choice is yours, but we’ve found that there are some significant conversion rate differences depending on where you place the email collector. As always, experimenting is the name of the game!”
With the basic skeleton of your Page complete, there’s an important step you’ll want to take before you send the Page out to the world … or even your co-workers. Remember how Facebook creates business Pages separate from personal profiles? One benefit of this is so multiple people from an organization can edit and post from the Page without sharing login credentials. But that also means you need to designate who has what levels of editing access. That’s where Page Roles comes in. How to Create a Facebook Pixel for Facebook Ad Tracking 2019
Well, we’ve done the grunt work. We’ve sorted through our Facebook ad canon, and we’ve pulled out the best of the best. The flawless diamonds in the diamond patch. La crème de la crème. Think of this blog as a gateway to the most comprehensive Facebook ad training manual on the face of the earth. Each tip, useful in its own right, links to a quality, in-depth resource on how to implement that tip into your new or existing Facebook ad strategy. 👀 Facebook Ads in 2019 | From Facebook Ads Beginner to EXPERT in One Video!
One of the key components of SMM is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website. SMO can be done two ways: adding social media links to content, such as RSS feeds and sharing buttons -- or promoting activity through social media by updating statuses or tweets, or blog posts. Shopify Facebook Ads Conversion Tracking - Set-Up Facebook Pixel on Shopify Website
Lead generation is the process of finding people (leads) who’re likely to become your customers immediately or in the future. “Finding” people implies finding information about people, like their name, email ID or organization’s name, all of which you can use to initiate a business relationship with them. You can generate leads organically and/or by spending money, depending on your resources. How do I track a Facebook ad conversion?