In this video, Digital Strategist Ben Sweetlove explains his process for identifying and improving the effectiveness of a multi-step lead generation funnel. If you’re responsible for lead generation in your organisation (or you’re the one paying for Facebook or Google Ads), this video is for you.

Video Transcript

Ben: Hi there guys, it’s Ben here. Now, in this quick session, I’m going to talk about the growth hacking process or the process I follow when I want to improve the performance of a lead attraction and nurturing funnel. So if you’re using Facebook advertising or Google Ads, formerly Google Adwords, to send traffic through to a landing page then this will hopefully provide value to you. So this is the process that I go through with most of our new clients if they are advertising already when they come on board, just to make sure that they’re getting the best performance from their advertising budget. I know you’re probably busy, so I’ll get right into it.

Now, this growth hacking process, really, there’s two goals: One is to review and improve the performance of a page traffic campaign, ultimately to improve a campaign’s return on adspend. There’s two core parts to this process, one is a page traffic source. For example, Google Ads or Facebook ads, but this could also be relevant to Twitter advertising or Instagram or any other LinkedIn Ads, something like that. It’s the same theory, and hopefully you’ll understand what I mean by that. And then … Read More >>

If you’re spending money on Facebook or Google (or any paid traffic platform, for that matter) to generate leads, let me explain an in-depth process to make sure your campaign doesn’t end up in an early grave.

Step One: High-Level Campaign Requirements

Before we begin, let’s clarify a few key things you need to consider when planning your lead generation campaign.

From a psychological perspective, your prospects will enquire with you when they feel comfortable that:

1. you UNDERSTAND their situation in-depth
2. you can solve their problem or achieve their desired outcome, better than anyone else available to them
3. the value you’ll provide will outweigh their investment in time and money (they’ll feel you’re ‘worth it’)
4. you’ve solved their problem before, and can do it again for them
5. they like and trust you

An effective lead generation campaign will create ALL of the above situations, via ad creative and landing pages.

Make sure the following things are occurring to ensure your ads and landing pages convert your traffic:

• You have a strong and unique offering in your market… and your “Unique Value Proposition” (explained in the next section) is carefully communicated
• Your offers are compelling, and you’re using them at the right parts of your buyer’s journey (also explained below)  
• You’re using the strongest/most appropriate emotional triggers
• Your landing pages provide enough information to cater for your prospect’s level of awareness 
• You are catering for prospects who want to engage you NOW and prospects who aren’t ready yet (Hint: this

… Read More >>

Prospects who aren’t ready to buy – or who are “sitting on the fence” – tend to be resistant to even well-crafted marketing messages.

“Sell benefits, not features” is good advice, but benefit-rich copy can actually deter prospects who haven’t reached the decision stage yet.

And benefits without proof can ring hollow in today’s increasingly sceptical marketplace.

We published our first client case study back in 2005 and I quickly realised the power of case studies as a versatile and effective marketing tactic.

Why are case studies so effective?

Here are three reasons:

1. Case studies show, they don’t tell. Telling you I can get you more qualified leads is one thing. Showing you how a similar company to yours got 145% more leads with 24% lower marketing costs is another.
2. Prospects are typically curious to understand how others have achieved the results they desire. They will eagerly devour a well-constructed case study.
3. Case studies are also a great tool for closing fence-sitting prospects. For many years I’ve asked prospects why they chose to work with us, and the most common response seems to be, “I was impressed by your case studies”, or “I saw you helped someone in my industry so I figure you can help us too”.

How To Structure A Case Study For Results

Here’s the case study structure we’ve adopted which has proven effective:

1. Start with a major headline that summarises the key result achieved: e.g. “Investment Property Strategist Triples Leads In 6 Months”.

… Read More >>