The Largest Driver of Revenue that the Most Successful Advertisers Implement Over the Least Successful

This is a guest post by Elizabeth Yin, CEO & Co-Founder of LaunchBit.

 

I was curious to know what the difference was between the most successful and the least successful advertisers.  So, I analyzed the data in our ad network, LaunchBit.  LaunchBit serves up millions of ad impressions every week in hundreds of email newsletters for startups through Fortune1000 clients.  The most common trend we noticed was that most of our successful advertisers did not generate revenue from their campaigns right away.  Instead, they directed potential customers to sign up on a landing page to monetize and upsell those leads later.  Here are just a few examples of how our most successful advertisers created successful lead generation programs: 

 

Offer white papers & webinars 

If you run a B2B company, teaching your customer information or tips that can help them become better at their job is often an effective lead generation tactic.  Hubspot does this very well.  Their target demographic is online marketers.  And, they are a machine in cranking out new ebooks and webinars teaching their customers about new online marketing tactics.  

Hubspot-leadgen

 

Although you might think that asking for a lot of information in your sign up process would lead to a low conversion rate, Hubspot has publicly stated that they are able to get users to convert at a “good percentage” despite these extra fields.  If you need this extra information to vet your leads, then you should not be afraid to include these fields.  Their layout is clean.  The form is on the right; the copy is on the left.  They have a great title format that they use repeatedly: x # of tips to make you successful at some type of marketing.  They tell you exactly what you will learn in the ebook.  All of their landing pages have the same format.  

 

Discount Notifications and Daily deals

Ecomom focuses on capturing contact information by prompting new site visitors to sign up for their discount notifications before they start browsing the site.  So, even if someone doesn’t buy right away, Ecomom is able to reach potential customers and earn their trust until they are ready to buy.  

Ecomom-leadgen

They run different newsletters to disseminate different information to their two lists: the daily deals list for bargain hunters and a traditional newsletter with tips and occasional offers.  

 

Giveaways and contests 

A number of advertisers in our network like to do freebies, giveaways, and run contests.  This can definitely increase the conversion rate on a landing page.  AppSumo, for example, has held a series of contests to get more subscribers to their daily deals list.  

Appsumo-leadgen

We’ve had a number of advertisers host contests, and conversions for them generally range between 25-70%.  However, we’ve learned from our advertisers that you should be careful when selecting your contest giveaways.  If a giveaway is too far removed from your product/service, people who convert do not necessarily turn into relevant paying customers later.  

 

Most advertisers in our network have not built sophisticated lead generation programs and expect customers to buy right away.  But, unless you have a product that is conducive to quick transactions, conversions typically trend below 3%.  It may take some effort, but good lead generation that educates and offers freebies and discounts is a good opportunity to nurture leads into paying customers.   

 

About the Author

Elizabeth Yin is a the CEO and a co-founder of LaunchBit, an ad network for email.  With LaunchBit, advertisers can reach their target demographics through relevant email newsletters.  Prior to LaunchBit, Elizabeth was a product marketing manager at Google.  

 

Easy Wins

The following is a guest post by Rishi Shah, CEO of Digioh and 500 Startups Mentor. Join his newsletter and get his eBook “10 Paying Customers in 10 Days” for free.

 

Easy Wins

Gma_charlie-sheen-winning

I like to win. 

I like to win so badly that I usually set the bar really low so that I can always win.

I don’t like playing the lottery because I lose every time. The odds are just not in my favor (sometimes a million to one!). Instead I play local high school raffles where I can buy 50% of the tickets and pretty much guarantee a win. It also makes my nephew feel good. 

I try to apply the same rules in my business because I like to win. Here are just a few ways that I win:

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1. Partner with the Big Guys

Pick a product or service that already has a lot of customers and figure out how to partner with them. Build a valuable service for their customers so they can promote you and look good at the same time.

For example recently I partnered with a big email marketing company called MailChimp and gave their customers an easy way to collect more email leads. They promoted my niche business inside one of their support docs. This led to some serious distribution for our small business.

You will see a lot of companies doing this. For example PayPal grew because it became an easy way to pay people on eBay.

Easy Win: Getting more customers by partnering with other businesses.

The Hard Way: Building your own stand-alone product and trying to have customers find you through advertising or word-of-mouth.

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2. Give away something for FREE

Sometimes you just don’t know if people will use your product. Especially when you are starting out. That is why whenever I launch something I give away something for free just to see if someone out there is interested. Usually it is a very limited free account or “Free for 60 Days” where I can monitor their usage to see what features they actually use.

Once I saw that a few people were actually using my product, I gain some confidence and started charging!

Easy Win: Getting people to sign up for free to prove the product

The Hard Way: Charging up front and not learning on what people find useful (because you have no one using it)

 

Gma_be_my_guest

3. Guest Blog Posts (like this one)

In the early days my blog had absolutely no readers (unless you count my mom). So, I reached out to bigger blogs and asked them if I could write a really good guest blog post that their readers will love. Usually they would say yes (bloggers never turn down really good free content).

Easy Win: Getting my blog post in front of 1,000’s of readers by posting on bigger blogs.

The Hard Way: Posting on my blog for years and hoping Google Index’s me for the right keywords

 

Don’t make things hard. 

Try to get as many wins as you can. This will not only help your business grow but also keep you motivated to keep moving along.

 

If you liked this blog post, you will love my blog and my ebook called “10 Paying Customers in 10 Days“. It is a FREE eBook when you sign up for my newsletter here