Generating Conversion Leads By Optimising Ads: SumUp Case Study

Priya Bawa

She has started her career as a Content Writer and writes on blogs related to career.

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A lead is someone who is curious about a company's product or service. Not everyone can be a leader since everyone possesses distinct interests and needs. Many businesses make the mistake of marketing to everyone instead of those who possess an interest in what they offer. The process of attracting prospects and converting them into customers interested in the goods and services that your business provides is known as lead generation. Modern brands use a range of lead-generation strategies, including:
  • Email promotion
  • Blogging
  • Marketing on social media
  • Seminars and live events
  • Coupons for Networking
  • Landing pages for websites
These are just a few ideas for attracting potential buyers to your goods or offers.

Source: Safalta

Email and social media marketing for lead generation may be effective for online fashion businesses, but they may not be effective for software firms. People seeking software may demand more knowledge and facts about the product, this is why a blog or a series of webinars may be more effective lead-generating techniques. Boost Your Skills by Learning: Digital Marketing

Table of Content:
1) How to Improve Your Lead Conversion Rate
2) What makes a Facebook Lead Ad successful?

How to Improve Your Lead Conversion Rate:
  • Reduce lead follow-up time: The speed with which you follow up is important. People expect a quick and personal response when they want information. Numerous studies have found that prompt follow-up increases conversion. Make sure your email response includes the name of a real person. Remember that people buy from other individuals. The more personal you can make your lead follow-up, the better.  Use your common sense.  
  • Go above and beyond what people anticipate: The way you treat your leads shows them how you'll service them as clients. Go above and above, especially with leads that match your desired client profile. It may be anything as simple as providing them with unexpectedly relevant material or, if they attended a webinar, providing them with a follow-up executive summary or an additional white paper that is relevant. They should be served.
  • Use SDRs to qualify leads in order to maximize effective selling time: Presentation at the B2B Marketing Summit 2009, 80% of marketing leads are lost or rejected. The most important reason? They are not prepared to speak with a salesman. Although the prospect may have reacted to marketing efforts and supplied basic contact information, sales professionals want much more. They require a legitimate business purpose to contact you, which you will not find on an online form. Improve your lead qualifying process to boost the number of "sales-ready" leads.
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  • Create content that is aimed towards lead advancement rather than lead capture: Invest as much in lead progression creativity and content as you do in lead capture. I've seen businesses spend the majority of their resources on getting people to raise their hands but not enough on advancement. Lead nurturing's purpose is to assist leads in moving from initial interest to purchase intent. It's all about progress. Without assistance, salespeople frequently struggle to create nurturing material. Inquire with your sales staff about the kind of content that assists in moving leads along quickly. Begin by asking your sales team questions such as, What's the content you share with leads that helps them convert?
  • With your lead nurturing, concentrate on building relevance: Lead nurturing requires relevance. Like most marketers, you'll begin with a broad emphasis, but the trick as you learn about your prospects' specific wants is to customize your lead-nurturing material. This is where marketing automation may help you learn more about your clients depending on the content they consume. As you gain more knowledge, you may transition from more broad stuff to content you'd discuss in a one-on-one relationship.
What makes a Facebook Lead Ad successful?
  • Choosing the Right Audience: The most crucial aspect of any advertising campaign is getting the word to the proper people. It's critical to make sure your Lead Ad is reaching the proper folks. To accomplish so, you'll need to spend some time getting to know your audience, including their issues, preferences, and general characteristics. This not only assists you throughout the ad production process, when you define a target audience based on demographics, but it also advises you in producing relatable and relevant content.
  • Form simplification: A Lead Ad's purpose is to create leads. Though it appears straightforward, there is a catch: individuals are typically hesitant to provide personal information. This hesitancy, however, may be reduced by requesting just the most critical information. The less time and effort it needs to fill out the form, the more likely users will finish the form and click ‘Submit’.
  • Making use of aesthetically appealing design: Because people read through material quickly, your ad should have a wow factor that prevents them from going any further. To leverage this, your ad creativity should be eye-catching. It contains eye-catching graphics or videos as well as succinct text that compliments the visuals. High-quality images combined with interesting ad language can entice readers to stop and think about your offer.
  • Ad optimization for mobile: With more than half of Facebook's consumers accessing the network via mobile devices, you should optimize your mobile advertising. As a result, ensure that your forms load quickly and are simple to fill out and submit on smaller displays. Remember that improperly structured forms might result in dissatisfied users and missed opportunities. Facebook Lead Ads are adaptive by default, so make sure they also operate on tiny devices.

A lead is a person who is interested in a company's product or service. Because everyone has different interests and requirements, not everyone can be a leader. Many firms make the error of marketing to everyone rather than to those who are interested in what they have to offer.

Read More: Top 10 Free AI Courses for Beginners in India

How should lead advertising be optimised?

Use creative best practises to make your lead advertising stand out.
  • Explain to your viewers why they should fill out your form.
  • To ensure that your ad is spotted, adhere to mobile-first creative best practises.
  • Make sure your lead form is concise, complements your ad, and emphasises a benefit.

What is the purpose of conversion lead optimisation?

With lead advertisements, the conversion leads performance target allows you to reach higher-quality leads. If you choose this option while creating your ad, it is advised that you link your customer relationship management (CRM) system to transmit information about your leads to Meta.

What exactly is Facebook conversion lead optimisation?

Lead Conversion Optimisation The Facebook delivery option is a relatively new feature created exclusively for Facebook Lead Ads. It's an ad delivery option that lets you tell Facebook what you want to prioritise with a certain ad campaign.

What is the difference between conversion advertisements and lead generation?

The major distinction between Facebook lead generation and conversion advertisements is what you want the user to accomplish. Lead generation advertising need visitors to fill out a form, whereas conversion ads require them to perform a specific action such as clicking on a link, purchasing a product, or viewing a video.

What exactly is ad optimisation?

Ad campaign optimisation is the practise of increasing the performance of advertising campaigns by making changes to specific aspects in order to accomplish targeted business goals. Keyword usage/optimization, audience targeting, dynamic search advertisements, and compelling ad text are some of the ad campaign methods.

What exactly is marketing lead optimisation?

The tactics used to drive leads through your sales funnel, from prospect to marketing qualified lead (MQL) to sales qualified lead (SQL) to customer, are referred to as lead optimisation techniques. For this reason, it may be referred to as "sales optimisation."

What exactly is lead conversion?

Lead conversion is the process of converting a lead, or prospective customer, into an actual customer in marketing. A "lead" is a person or corporation that has expressed an interest in your product or service in some way, such as through an online form or sign-up.

What exactly is the distinction between leads and converted leads?

Consider a lead to be someone who visits your website with the purpose to buy something, and a conversion to be a lead who takes action on your website. It is up to you to define that action.

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