Testing for your lead generation engine – 4

B2B, campaign, Marketing, media, medium, single target market

In the last post couple of days back, I had shared how I had created advertising for YouTube for the video production company that I aim advising. Today I worked on adding one more medium- Linkedin.

Since we are B2B focused in this business, Linkedin is a good medium to directly target the kind of businesses we want. The segregation and segmentation possibilities are also good. The challenge that I have observed with Linkedin is that unlike Google, YouTube, they charge a considerably high price even for putting the impressions in front of your audience.

On the other hand, since you have the ability to tightly control the market to whom your advertisement is shown, you can manage the costs involved.

I would also like to put a caveat here. You should not look at the cost of a lead as the primary cost. This can be very misleading. You may get a lot of clicks at very low cost to come to your website. But if they didn’t stay on your page and give you their email id, then they are of no use. Getting this low cost traffic has no significance. On the other hand, getting more expensive traffic, which is closest to your single target market can help because they may resonate with your content and share their email id. This is what you are looking for. Once you have someone’s email id, you can nurture the leads over a period of time.

If you have the capability, you should go one step further and monitor from which source, which email id was obtained and then when you get an order you can track back to the medium which was used. This will actually showcase which is the most effective medium for you.

Till next time then

Carpe Diem!!!

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