How To Save Thousands on Lead Generation with This Easy Trick
How To Save Thousands on Lead Generation with This Easy Trick
If you are utilising ads within your business you are probably missing out on the major benefits that ads give you.
The best part is that most of the work has already been done and you just need to tweak 1 small thing and see massive upside potential in your marketing.
If you are curious to know how, then make sure you pay close attention for the next couple of minutes.
The Go-To Lead Gen Method
Most people know what 1-step lead generation is (especially if you read my last post winky face).
Even if you don’t know it by name, this is what most people are doing when they run ads. They adopt a spear fishing approach, of trying to catch 1 fish (customer) out of big schools (audiences) of fish (people).
This approach is very active and can lead to more money being spent on client acquisition due to your ad spend on countless people who never buy.
You can most certainly make sales from this – millions of businesses still do to this day and will continue to in the future.
The caveat being only a small percentage of who you reach buy.
Why is that?
The barrier of entry is too high for most.
How can you lower it?
The Upgraded Lead Gen Method
Instead of grabbing your spear to go fishing, think of this method as grabbing your net in an area where you have managed to attract a load of fish to.
Your ad will start off relatively the same.
You will advertise your services with a twist. Instead of asking people to book or to buy right now, you entice them with something FREE.
This could be an e-book or guide or even some form of educational video.
However, to get this FREE resource they must provide an email address.
You now can build up a list of people who have some level of interest in what you are offering to be able to further follow up with.
Not only this, the advertising platforms you use can track all the people who signed up OR just clicked onto the ad but never signed up. This allows you to go into the next phase of the ads.
Why This Ad Upgrade is SO Powerful
You get a lot of data with this method. Of course, your 1-step lead generation gives you an abundance of data too, but this method solidifies who the people you want to target are.
First off, having an email list is super powerful. This is contact information that people have volunteered to you and now you can take advantage of. Not in a ‘email them 20 times a day’ advantage, but a properly formulated campaign of emails. You can constantly show why your product or service is worth buying so when they are ready they go with you.
The next is the tracking capabilities. We all know the word ‘cookies’. Not the chocolate chip kind, the ones whenever you go onto a website and you get that little message before you can explore the page.
This is what is essentially in play for ad platforms. They use ‘cookies’ to see who clicked onto ads. Even if they didn’t give you an email the ad platform captures their metadata and knows who they are.
Now you can take that dataset and re-plug it into a new ad and target these ‘interested’ people directly.
The Easy Trick Put Into Practice
So, you provide value to get emails and ‘cookies’ data. Now what?
You move to another ad. A second ad. Something called a re-targeting ad or 2-step lead generation.
This ad can now be your sales ad. It says what you would usually say and when someone clicks on it they are led to buy or get in touch with you to buy.
Main difference here is a LOT more people will buy. Why you ask? They have already seen your first ad. Every one of them is already aware of you (better still if they downloaded your FREE resource).
You have built trust and familiarity with the audience which makes selling all that easier.
Imagine this scenario. You run an ad to 1000 people. 10% show some level of interest and an even smaller percentage actually buy. You now have 2 options:
1. Run a new ad to another 1000 people and yield similar results.
2. Run an ad that targets the 100 people and get a larger percentage of buyers.
Clearly you would choose option 2. Better still, with option 2 you can technically show the ad to these 100 people 10 times for the same ad cost as option 1. This will increase likelihood of a sale even more so.
It is almost criminal how so many businesses do not utilise 2-step lead generation just because it is seen as complicated, or they aren’t aware you can do it.
If you want some help in increasing your return on ad spend then
