June 3, 2019 - TDHSEO.COM

June 3, 2019
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Good ways to improve PPC quality

When working on improving lead quality, it’s almost inevitable that you’ll also lower the number of leads you’re generating. Ideally, the number of quality leads is going up as overall leads declines. This means you’re avoiding the lower quality leads that are easier to come by, and instead are generating higher quality leads.

When working on lead quality, it’s important that you expect a number of things to happen to your KPIs:

Overall lead volume will decrease
High-quality lead volume should increase
Cost per lead usually goes up
Cost per high-quality lead should go down
Click-through rate typically goes down

If that sounds like something you can stomach, then we’re all set.

Now that we have our expectations set, let’s get into the nitty gritty.

Here are five strategies I’ve successfully used to improve B2B lead quality that can help any lead generation campaign.

1. Target more specific keywords

All search campaigns start with the keywords. They’re the backbone of the campaign, and they determine who you will get in front of, what ad copy needs to be written, which landing pages you should use, and so on.

When working to improve lead quality, one of the first things you should do is revisit your keywords.

Long tail vs. short tail

How many words make up the majority of your keywords? Typically, the shorter the keyword the less intent you can assign to its associated queries.

If most of your keywords are one or two words long, can you lengthen them by adding a modifier to make them more specific?

The name of the game for lead quality is finding those users who actually know what they want, and long-tail keywords are a better way to target them.

Although it’s a small difference, someone who types in “life insurance policies” is arguably more qualified than someone who types in “insurance policies.” They’ve already clarified what type of insurance policy they’re after, making them more likely to buy.

How can you take your current keyword list and make those keywords more specific? Are there modifiers like the example above that you can add to your keywords to give them higher intent?

Match types

Like keyword length, match types can play a big part in lead quality. Exact and phrase match allow for the most control in keyword matching, so if most of your leads are coming from your broad match terms, this could be causing issues.

adwords exact match keyword change examples

To combat poor matches, you’ll need to pick one of two strategies:

Be more vigilant with search query reviews and negative keyword additions, or
Limit your use of broader match types.

Neither is perfect. One requires more ongoing optimizations while the other can limit volume more severely. Choose the one that’s right for you, but don’t be afraid to make adjustments over time.

2. Use qualifying copy in ads

We’re always trying to find the most appealing ad copy for our potential customers; always on the lookout for which headline or call to action will get that bump in CTR and potentially increase your conversion rate.

But not when quality is the focus.

When quality is the focus, we want to purposefully deter some users from clicking on our ads. This needs to be done tactfully. Just because someone isn’t in the right place to click and convert now, doesn’t mean they never will be.

Continuing with the life insurance example, if someone searches for “life insurance policies,” we want to show for that query. But let’s say we’re also trying to sign more clients with multiple policies bundled together. Instead of writing copy that speaks only to life insurance, we might write something that calls out the bundle deal.

lead quality example of ad copy without qualifying language

For those users not interested in bundles, they’ll likely click on another ad on the SERP that speaks only to life insurance. Less qualified click averted!

3. Write landing pages for target customers, not all customers

Now that the user has gotten through your first two filters with keywords and ad copy, what else can we do?

Landing page copy is yet another tool to further qualify the users on the page. I like to use the landing page copy to outline what our ideal customers would be.

Nearly anyone is eligible for life insurance, but likely we’re going to want younger, healthier people. So in the body copy of the page, call out those characteristics as what your product is built for. Use images of young, healthy people living their best lives.

The same type of logic would apply to a B2B SaaS provider. Typically, those companies make more money on larger accounts. Even if your solution works for businesses of all sizes, use copy that specifically calls out “Businesses with 50+ Employees” or whatever your parameters are. You could even write a header that says, “Best suited for companies who…” and then give a series of bullet points outlining your target customer.

You can be as subtle or as bold as you like, but be sure you’re using your landing page to help qualify users.

4. Give your form the attention it deserves

One surefire way to scare off folks who are only window shopping is to ask them for more information. It’s

the highest price anyone can pay to a lead generation company. If you’re noticing a large number of forms filled by lower quality leads, try increasing the amount of information you ask for.

When using Facebook ads for lead gen, we saw an increase in lead quality when increasing the number of form fields from the first to the second forms below.

Now, that’s not to say you should just throw any old question in there. Be sure it makes sense in the context of the form.

One way I like to go about it: What is one additional piece that you or your sales team would love to have already in hand when following up with this lead? Annual revenue? Number of employees? Income level?

In the example above, by adding in questions about industry, job title, and company name, our sales teams were able to better speak to the lead’s individual needs simply by doing a little research before the follow up call. The sales team felt prepared and the lead felt heard. A win-win.

In addition to the number of form fields, it’s also important to pay attention to what exactly you’re asking for in a form.

There’s a big difference in asking for an email address and a work email address, and yet for sake of ease or laziness we leave the field identifier as “Email.” Similar to a slight change in keywords “insurance” to “life insurance,” be sure you’re asking the user to give the exact information you want in your forms.

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TDHSEO Team

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Thank you!

June 3, 2019
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The best tatics to market by emailing effectively

Tags : Email marketing

Category : Digital Marketing Consulting

Building email lists for small businesses is an inexpensive but effective strategy to grow your business. Here are eight ways that you can build email lists to grow your small business.

1. Create compelling content

Why would anyone want to give you their email address, especially in a time when inboxes are bombarded with tens of hundreds of emails daily?

People only give away their email addresses when they believe you add value to their life. And one of the greatest ways to add value to anyone’s life is to give them content that resonates.

Think about it, have you not signed up for newsletters from publications like The Washington Post, Forbes, or maybe Medium?

We do this because we value the news these outlets provide, and we want to stay informed.

Similarly, if you want to build your email list, you have to create content that people care about, content that makes their life easier, provides solutions, and even entertains.

The first step in creating compelling content is having a clear picture of who you’re writing for. For example, if your business revolves around selling digital design solutions, you have to know what sort of people want design solutions, are they college students or small businesses? Do they want a quick fix or are they looking for permanent solutions? Where do they live? What sort of income do they have?

Asking such questions lets you create buyer personas: an ideal fictional person who represents your target customer. And when you have that image in mind, you can design content which is suited to their lifestyle and their problems.

Now when you know who you’re writing for, you should create content that caters to their lifestyle, interests, and problems.

You’ve basically set-up a basic funnel where the top of funnel journey starts when a visitor reads your compelling content. Those who fall in your target audience bracket will naturally relate with your content, taking them down the funnel, and increasing the chances of people subscribing to your mailing list.

2. Run a promotion or contest

Again, getting email addresses is all about providing value and offering incentives. One of the easiest and most straightforward ways of incentivizing people to share their email addresses is to run a contest. People love winning, especially when all you need to stand a chance to win is share an email address.

There are a lot of formats you can use to hold a contest:

A photo contest where people share their best travel/food/pet/selfie photo.
A video contest where people share funny fails/their best skating tricks/a song cover etc.
A contest where people share their favorite poem, a short story, or a funny anecdote.
A sweepstakes format where people just have to enter email addresses to participate.

Once you’ve settled on the format, you need to decide what prizes you’ll give out.

Cash giveaways are an obvious option, but you will benefit more from setting up a contest that directly relates to your business. That way, if a participant is interested in the prize, they’re likely to be an ideal customer.

If you know your target audience, you can set up the prize in a manner will be most appealing only for that segment. For example, if your business sells eco-friendly sneakers, the obvious option would be to give away a pair of the latest sneakers from your line of products. A cheaper and still relevant prize could be recycled coffee mugs, handcrafted jewelry, or organic cotton activewear.

3. Provide lead magnets

Lead magnets are, as you can guess from the name, offers that you give to potential customers in exchange for personal information like email addresses. Lead magnets are a good way of raising awareness and connecting with prospective customers who haven’t heard of your brand.

Prize giveaways, mentioned in the previous section, are one example that fall under the umbrella of lead magnets. Here are a few other examples of lead magnets:

Checklists
Ebooks
Cheat sheets
Product samples
Discount coupons
Templates
Free trials
Case studies
Webinars
Podcasts
Premium content

While creating lead magnets, there are couple things you should keep in mind to design an effective lead magnet:

1. Most people end up signing up for lead magnets when they are looking for a quick answer to some problem they have. Make sure that as soon they give you their email address, you send them an email with the promised content or an email that confirms that what you committed is on its way.

2. Your lead magnet should be perceived as highly valuable or people will hesitate to provide their email addresses. Make sure the copy surrounding the lead magnet is sharp and it succinctly explains the promised value.