Main tools: Google Ads, Meta Ads, work with website content, search for new lidogeneration tools.
Goal: to build a flow of leads for the business, scale their number, and lower the price per targeted action.
The main source of new requests for the company is Google Search Ads, which generates 70% of new calls to sales managers. Before launching the ads, the main task of the agency was not only to increase the flow of requests, but also to reduce their cost, which we started doing from the beginning of 2020 and are still doing today.
(on the screenshot the price reduction from more than 400 UAH at the beginning of the work, to 200 UAH, after a number of optimization works)
Reduction of prices per request through contextual advertising was carried out through optimization of the advertising cabinet:
For ease of work and transparency for the client, all work reporting is provided in a dynamic Google Data Studio report.
Before launching contextual advertising, there were made a number of edits to the website:
After implementing these changes on the website, the cost of an application through contextual advertising dropped by 40-60%.
The second source for “mining” applications is targeted advertising in Facebook / Instagram.
At the start of the work, all possible tools were tested:
The most effective tool in terms of solicitation for B2B is quizzes.
To optimize advertising on the quiz, we used the Ads Quiz platform. This service allows you to perform all the necessary actions for effective advertising customization, namely:
(front page of one of the quizzes)
(this is how the feedback form looks like, the user will receive an e-mail with the desired group of products)
(example of automation of mailing from quizzes)
Thus, when a potential client leaves a request in the quiz, he or she receives an e-mail notification with an offer, which will be discussed by the manager during the call.
Moreover, after sending a request, there is a possibility of automatic forwarding. In our case, we forwarded users to a closed Viber group.
That is, from one potential client we receive not only a phone number, but also an e-mail (we immediately interact via mailing), as well as a contact in messenger (viber). This format allows us to increase the conversion rate and improve communication with the potential client.
To keep the user on the website, as well as to increase the number of inquiries on the investlab website, we installed a chat widget. This tool allows to increase the number of requests from the website, as it is not always convenient for the user to call, so for many users it is a great solution to write to the chat and get an answer.
(number of chat requests from the website)
During the time that the chatbot has been running on the website (12 months), over 700 messages have been received, which is a great rate for a B2B business.
Another must-have channel for B2B businesses is email newsletters. In our case, the open rate is in the range of 20-30% per month, which is the average in this niche. Email marketing is great for maintaining contact with existing and potential customers.
I hope the information was useful for you and it will help your business to get more applications with better quality.
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