Month: September 2019

LinkedIn offers extremely attractive targeting with which almost every B2B company can reach its specific target group very precisely. Especially for new products, this “push” channel is very attractive compared to AdWords/Google Search Ads, as only what is already being searched for can be advertised via a “pull” channel like Google. For new products, however, the search volumes are often very small or non-existent.

Using social media ads in the newsfeed, you can proactively reach the contacts that are important to you and raise their interest in your product with well-designed added-value content. You will be surprised how large the reaches actually are – usually many times bigger than your existing contact pool or newsletter distribution list. In this way, you can also quickly tap into new sectors in which you previously had no network.

Would you like to find out how large your individual target group reach is on LinkedIn and Facebook? Feel free to contact us for a free expert call.

Companies should definitely test to promote content on Facebook and Instagram. A common misconception is that Facebook creates user profiles based on Facebook or Instagram usage data. Instead, targeting is essentially generated by the use of websites where the Facebook pixel is installed.

Facebook is therefore well aware of your professional interests, even though you never mention them on the platform. In this respect, you can also be reached with campaigns based on these interests. However, interest targeting is often associated with such high scattering loss that a lot of work is involved in lead qualification. However, if the leads are of good quality, they are almost always significantly cheaper than on LinkedIn – with additional higher scalability.

Retargeting is a method that is now used by almost every shop in e-commerce. Behind this is the possibility of reaching website visitors again with content on other advertising channels after they have left the website.

For example, you could make a website visitor who happened to be on your website three months ago aware of your new video via a wide variety of channels. They could see the video on YouTube, on Facebook or LinkedIn as a video post, or on other websites in the form of Google ads including a link to your website.

Your website visitors are the most attractive digital target group for your content marketing. You will achieve click-through rates there like on no other target group. Retargeting is therefore the perfect approach to provide your content with the reach it deserves – with many times the reach of your newsletter and very good response rates.

IMPORTANT: Reaching target groups again is only possible after retargeting has been implemented. All previous visitors are irretrievably lost.

Would you like to find out how you can use retargeting in your company? Please feel free to contact us.

Usually, a lot of money is spent on elaborate landing pages for campaigns. However, via social media you usually get in touch with people who are currently in situations with maximum external distraction or very short attention spans – for example, on the bus, in a restaurant or while waiting for an appointment. Consequently, if the social media users are now supposed to load a new website, orient themselves there and fill out a form, the company often achieves very low conversion rates of less than 0.5 per cent.

Pre-filled lead ad forms on LinkedIn and Facebook take the user’s current situation into account and make it possible to request further information with just one click. Conversion rates of 5 to 20 percent can thus be achieved – without having to create a landing page.

This is particularly interesting for pilot projects, because with significantly reduced coordination loops and creation effort, meaningful success data can be generated in a few weeks, which is worth its weight in gold in internal discussions. Feel free to contact me on LinkedIn for a free expert discussion on what such a pilot project for your product could look like.

Communication on the websites of most B2B companies is done from the “I” perspective. Questions such as “Who are we?”, “What products/services are available?” and “What exactly can they do?” are answered. This approach is usually also used stringently on social media.

This is exactly where many campaigns fail, because with this “classic” approach, the customer is required to spend a lot of time and effort to find out for himself why the offered product offers him added value or which of his problems the product solves. In the very short attention spans of a maximum of five seconds that are common on social media, however, the customer does not manage this, loses interest, and scrolls on. As a result, companies generate hardly any leads.

To change this, you need messaging that immediately generates interest. Leadvolution’s proprietary ReThink180™ methodology can be used to quickly create copy and visuals that are proven to achieve 50 to 300 percent higher click-through rates. And not through pushy, empty advertising messages or click baiting, but through information that is relevant to the customer, offers real added value and thus generates lasting interest.

In a systematic process, the user’s perspective is analyzed – and various argumentations (“messaging”) are identified, providing ideas for all content types. You want to learn more about ReThink180™? Arrange a free expert call with us here.

Consider the example above of two euros per contact. For example, if you invest an additional 2,000 euros in media budget (for example for Google Display Ads & LinkedIn), you will generate 40,000 paid views at a CPM of 50 euros. Of these, perhaps 25,000 are relevant.

If you add the 500 organic views from the above example, you achieve 25,500 instead of 500 views – a 50-fold higher impact. Your effective costs per 1,000 contacts are now suddenly only 0.12 euros and thus 94 percent below the two euros from the example without media budget support.

Conclusion: If you say “A” and produce content, you should also say “B” and additionally invest in reach for this content.