Lead Generation Paid Media Campaigns: Strategies and Tips 🎯
Lead Generation paid media campaigns are often more complex than Ecommerce. They require you to generate conversions, ensure the leads are of good quality, and have robust tracking for down-funnel optimization. In this course, we'll discuss strategies for 3 stages in Lead Gen and give in-depth examples. We've created 28 short lessons that span about 3 hours to help keep lessons bite-sized and focused.
📌 Section 1 - Generating Leads
Intro & Agenda
- Call To Action Strategy - The Biggest Problem with Most Lead Gen Efforts
- Call To Action Strategy - Determining What You're Going to Offer
- Call To Action Strategy - The Price of a Lead
- Call To Action Strategy - Building First Party Data Sets
- Call To Action Strategy - Designing for All Stages of the Buyer Funnel
- Finding Your Audience - Who Are They and How to Find Them
- Generating Leads - Overview of 4 Main Channels for Lead Generation
- Building a Foundation - Intro to Why We Need Extensive Tracking
- Building a Foundation - Excluding Duplicate Leads
- Building a Foundation - Creating a Database for Future Optimizations
🔍 Section 2 - Improving Lead Quality
Intro & Agenda
- Words of Caution - Setting Proper Expectations When Qualifying Leads
- Defining Goals - What Makes a Good Lead?
- Ad Copy & Landing Pages - Make Your Boundaries Clear
- Lead Gen Form Strategy - Understanding Form Impacts on Performance
- Lead Gen Form Strategy - CASE STUDY: B2B Employee Management
- Lead Gen Form Strategy - Tips to Improve Lead Quality with Forms
📈 Section 3 - Converting Down the Funnel
Intro & Agenda
- Data Prep - Defining Metrics & Requirements for Section 3
- Retrieving Your Data - Creating a Workable File for Optimization
- Timing Your Optimizations - Don't Jump the Gun
- Attribution Matters - Understanding Why Lead Creation Touch is Imperative
- Defining an MQL - Intro to Lead Scoring
- Campaign Movement Strategies - Using Paid to Move Users Down Funnel
- Developing Cost Per Lead Goals - How CRM Data Influences Top of Funnel Efforts
- Conclusion & Recap - Customer Generation
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