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.
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.
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.
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.