May 2020 - Digital Planet

Hiring Digital Marketing Assistant

Job Role: Digital Marketing Assistant 

Location: London / Virtual  

Salary: Up to £20k 

Mode: Full-time / Part-time 

The Company: Digital Planet 360’ digital marketing agency  

The Digital Marketing Assistant will work with the digital marketing team to drive high quality traffic to the company website through SEO, PPC and Social media channels to generate high conversion rates and quality leads. The Digital Marketing Assistant will have good digital marketing background with knowledge of SEO, understanding of PPC, excellent copywriting skills as well as CMS experience 

Primary responsibilities: 

  • Work with the marketing team to develop and implement SEO and PPC strategies  
  • Optimise Ad Campaigns and website pages to increase conversation rate and reduce cost per conversion 
  • Produce new Ad campaigns in line with the product launch plan 
  • Monitor Ad campaign results and proactively make strategic PPC campaign recommendations  
  • Co-ordinate link building strategies  
  • Assist with the monitoring of budgets and adjusting bids  
  • Weekly review of negative keywords  
  • Conduct keyword research and selection for PPC and SEO projects  
  • Continually work on Search Engine Optimization of the website, identifying existing content and product pages with low quality traffic, reviewing and optimising to increase ranking within SERPs  
  • Work with the Technical Content Writer to ensure content is SEO friendly prior to publishing  
  • Monitor and analyse the success of content and conversion rates, reporting back to the wider marketing team with suggestions going forward  
  • Increase engagement and brand awareness through regular scheduled social media posts Secondary responsibilities:  
  • Innovate and present new marketing platforms and strategies  
  • Stay up to date with the latest trends and changes within PPC and SEO  
  • Assist with updating the website as and when required 

 

Person Specification and experiences: 

  • A degree in marketing or experience working in digital marketing area 
  • Must have some knowledge of Google Ads, Facebook ads campaigns Bing Ads, Email marketing and Search Engine Optimization  
  • Knowledge of analysing data through platforms such as Google Analytics and any other platform  
  • In-depth knowledge of marketing techniques and databases. 
  • Proficient in MS Office and marketing software 
  • Strong copywriting, communication, organisational and analytical skills 

Strategies to Generate Quality Leads from Facebook

If your business is online, chances are you are looking to generate more leads for your business. Generating leads is big business, and it could cost you upwards of $40 per quality lead. Instead of paying that hefty amount, how about you lead generation from Facebook?

There are several ways that you can generate quality leads. In this article, I will discuss 4 of the best lead generation practices and 10 ways to ensure that your ads garner the maximum engagement with people.

 

How to Increase your Facebook Ad’s Click-Through-Rate

  1. Image best practices:
  • It is best to include a person. People seem to relate to pictures of smiling women more than any other pictures.
  • If not that, the second most likable and successful ad images are those of babies and animals (simultaneously).
  • Use an odd, quirky, or funny image to test audience reception. Such pictures make social media users do a double-take, and they are likely to stay on and engage with the ad.
  • Keep it as simple as possible. Do not overwhelm your image text and graphics. You need something understandable and clickable at first glance.
  1. Headline Best Practice:
  • Research shows that percentage and dollar signs, the word “Free,” and your business Logo (if it’s well known) will attract the attention of your target audience on Facebook.
  • Just as with images, keep it simple. Make your headline readable and eye-catchy. Let it communicate value in the fewest words possible. Let the users learn of the details after clicking.
  1. Colour and Detail Best Practice:
  • Don’t use the colours blue or white.  These colors blend into the Facebook colour scheme, and it won’t stand out to users.
  • Use bright colours such as orange, green, and red: These are likely to be eye-catchy.
  • In the instance the picture you want to use or your logo is blue or white, surround it with a colourful border.

The smallest details can have the most effect on your Facebook Ad’s click-through-rate. Pay attention to the colour, the borders, the shadows, the image, the texts, etc.

Once your ads are getting clicks, then you can employ solid strategies that will result in a conversion.

 

Using a Lead-Generating Landing Page

One of the best ways to generate quality leads is by sending the traffic from the ads to a landing page that is optimized for lead generation. This method, if nurtured and properly managed, is extremely effective in converting to a final scale.

There are two main lead generation strategies for generating leads from a Facebook ad and a landing page combination.

#1. Contest

Contests are a Facebook user’s favourite, and they should be yours too. For them to work, you must intelligently optimize them and incentivize them with the right kind of price. If done correctly, they can generate a qualified lead that is likely to convert further down the sales funnel.

Here are strategies to help you optimize your contest:

  1. Design a Facebook Ad where the prize is bold, front, and centre. Include the word ‘FREE,’ dollar signs, and percentage signs, etc., as required.
  2. Target your ad specifically at an audience likely to click on it (read on to understand this better).
  3. Make the prize valuable enough that people click on it, but not so valuable that the reward isn’t worth it. Gift cards are probably the most practical gift as they will sift out only people interested in your business, and these people will engage with the ad.
  4. Create a landing page centered in the contest. Here, you can request the participants to provide their contact information such as email addresses (lead information) to participate.
  5. Keep the Facebook ad and contest running for 2-4 weeks before you choose and announce the winner at random.

#2. Email Gating

If you already create valuable content online (and I’m guessing you do), you can email-gate Facebook users to generate more leads. This content could be case studies, e-books, how-to guides, a white-paper, etc. Any content that can be of real value or can be used to influence people’s thoughts and habits can be leveraged.

Email-gating is asking an internet user (a visitor to your website or landing page) for their email address before allowing them to gain access to any of the content mentioned above.

 

Lead generation strategies with email-gating, landing page, and Facebook Ads.

  1. Write some reasonably lengthy content. Make sure they are well researched to ensure they are of value to users.
  2. Compile the content into an eBook in PDF format. Upload the file to your website.
  3. Create a Facebook Ad directed to people who might be interested in the content.
  4. Drive the traffic from the ad to your website’s landing page. Request an email address upon an attempt to access the content.
  5. Segment the leads from this e-mail gating strategy. This will increase the efficiency of your marketing emails in the future.

 

Targeting an Audience

Facebook Ad targeting is an essential part of the lead gathering. It makes the ad ROI feasible and, overall, a good investment. This kind of targeting can be ridiculously specific – it can target users down to a particular age group or even people who recently sold/bought furniture. Intelligent Facebook Ad targeting can earn you click-through-rates of around .1% (about what you get with a Google Ad side-bar ad).

There are many ways to target your Facebook Ads, but the two most effective for lead generation are;

#1. Target by lookalike audience

If you are unfamiliar with this concept, let me explain it to you.

Lookalike audiences (only available with the Chrome plugin Power Editor or third party Facebook Ad platforms) take your imported list of previous customers and finds Facebook users similar to them. Thus, your ads will be targeted not only at your already existing audience (custom audience) but at Facebook users who share identical aspects to your existing audience in terms of similar interests, categories, or demographics.

You can do it yourself;

  • Import a list of current customers and leads, or CRM to your import it into your Facebook Ads tool. This is how you create a custom audience.
  • Highlight the custom audience. Then, click ‘create a similar audience.’ By doing this, you have matched the characteristics of your custom audience with a pool of Facebook users who were previously unfamiliar with your business. These people can be used for lead generation.
  • Then, you can create a contest or an email-gating strategy for this newly acquired audience.

There are two main reasons why lookalike audience targeting substantially increases the return you get on Facebook Ads;

  1. a) You only target a small group of very specific users (this lowers your Cost-per-Click or Cost-per-Impression significantly).
  2. b) The high click-through-rates per 1000 views mean more conversions for every dollar spent.

#2. Target by Precise and Broad Category Interest

Another strategy for Facebook Ad targeting is by Interest and Category. It works by dividing and ‘observing’ Facebook users based on their stated Interests, Likes, and changes on their timeline or in their profile. By dividing them into these segments, you can then target them with a Facebook Ad.

Here’s an example:

For instance, you have decided to promote an email-gated eBook as a lead generation strategy.

Precise Interest Targeting might look like this:

The Math: c
– Let’s say your ad budget is 30 dollars per day, and paying by impression, will result in about 50 clicks on your Facebook Ad.

  • Driving this traffic to an optimized landing page that is converting at 20% will translate into 10 leads a day.
  • This brings to $3 per qualified lead, around a 20th, the cost of outsourcing your lead generation.

Hypothetically, you are a small but steadily growing baby clothes company, and you are running an online contest to generate some talk around your company online. You decide to give away your products, valued at $200.

If you are a conventional business, target demographically by region as well as by gender. Then, target by broad category interest.

Broad Category Interest Targeting could look like this:

Because Facebook ads can get quite specific, you could also decide to throw in some toys to target parents with children between the ages of 1 to 10.

Both interest targeting strategies ensure that your ad is only seen by an audience likely to click on it.

Note: This is important because, if your ad is only seen by people who have no interest in your product, people who aren’t likely to click on the ad, you have wasted money. Remember that any time somebody sees your ad who isn’t likely to click on it, you’re wasting money. Facebook calculates your ad cost by the number of people who see it. Targeting makes sure those people are the right audience.

Bottom Line:

I hope that this article gave you ideas on how to generate quality leads from Facebook. They are extremely easy concepts to master, and they can save you a lot of money and make you even more!

How Messenger Chatbot Helps Small Business to Generate Potential Leads

Chatbots have been in existence for years in one form or the other. Facebook introduced Messenger chatbots a couple of years back. Chatbots are some of the most effective online marketing strategies in 2020.

As a small business owner, all you need to know about these chatbots is that you need to start using them now if you haven’t already. They will get you leads, buyers, save you time, save you money, and make you money.

Compared to other mediums of online marketing, messenger chatbots have the highest open rates and click-through rates by far. This method can also be easily automated. Thus, it will save time, save money, generate more leads, generate more reviews and referrals, lead to higher customer satisfaction, and lead to more repeat customers.

Some people are wondering whether chatbots are all the hype because they are touted as ‘the next big thing.’ That could be it. It would be impossible to tell if the impressive results will last. But that’s all the more reason to adopt chatbot marketing right this minute. However, as said earlier, chatbots have been used for lead generation for a long time. They will likely remain a top performer for a long time coming.

 

How Does a Messenger Bot Sequence Work?

  • It allows prospective customers (prospects) to either see your advert, post, visit your Facebook page, or comment on your post.
  • Prospects automatically receive an initial message
  • Upon interaction with the initial message, the prospects are marked as a lead.
  • It’s now possible to remarket to this lead via messenger.
  • If you design any sales filters, Messenger bots interact with and lead people through that filter.
  • You can also direct them to a landing page, or bring them through a form directly, gather more contact info, offer giveaways, and more.
  • You can bring people directly into the buyer phase with automated messages.
  • You can also remarket, retain customer relationships, plus incentivize referrals and reviews.

Point of note, your leads will realize that they are interacting with a bot, so it is important not to hide that fact. Research shows that people don’t seem to mind this fact. They are appreciative because bots are customer-centric. Messenger bots are a way to create a sense of personal connection, building trust, and build and maintain engagement and interaction with the customers.

 

Potential Downfalls of Messenger Bots

Ironically, the main benefit of using bot marketing; having that personal touch with your customers can also be its biggest downfall. People generally do not appreciate being spammed with business messages amidst their private messages. So, if you do it wrong and spam them, the prospects will turn on you, and you will lose potential leads and clients. Because it is their personal space, treat it as such. As mentioned above, studies have shown that people do not mind receiving bot messages unless they feel their space is being violated. Thus, it is essential to use this lead generation medium right.

Basically, do not be the business that is too aggressive and loud with their promotions. Refrain from sending too many long-winded messages. Leave them short, to-the-point, and definitely apply a personal touch. Additionally, automate them in a manner that allows them to apply the right codes when a prospect gives a command like ‘stop.’

Similarly, if your bot is optimized for customer service, make sure they provide the help and support needed promptly. If you make your prospects wait around for an answer, they will take their businesses elsewhere.

All this is to say if you do not have the experience needed to make messenger bots as effective as possible, hire an expert to design them for you. The design requires technical know-how, but that should not concern you as bots are designed with ease of use in mind.

Now that we have analyzed the potential downfall of bots let’s look at the numerous benefits.

  1. Bots Save Time

Chatbots save time because they are automated. They run all day and all night, and they reply instantly. This saves you and your customers’ time too.

  • Research by UK’s Juniper Research estimated that bots would save your business an average of 4 minutes per inquiry. Cumulatively, that translates into numerous hours in a day. [source: https://www.juniperresearch.com/press/press-releases/chatbots-a-game-changer-for-banking-healthcare]
  • You can automate FAQs in direct responses.
  • Prospects do not have to navigate a helpdesk for answers, and they get the answers within the bot.
  • You can automate Lead Gathering.
  • You can automate Segment Leads.
  1. Bots Save Money

In line with the point above, automation leads to saved time, and saved time leads to less labour time. Additionally, the more efficient lead generation and target marketing strategy means you save cost on advertising. This will bring down the cost of operation significantly.

  • A research by Juniper estimates chatbots will help businesses to save 8 billion/year by 2022 [source: https://www.juniperresearch.com/press/press-releases/chatbots-a-game-changer-for-banking-healthcare]
  • As of 2019, chatbots have saved businesses an estimated 20 million annually. [Source: Juniper Research].
  • Messenger bots are low cost but translate into high results. You can target leads directly devoid of  paying for each impression.

 

  1. Personal Interaction

The most frequently asked question regarding bots is, do people interact with bots at all? The answer is, YES! The Juniper Research shows that people are actually eager to interact with bots, especially when they have inquiries about business. Surprisingly, bots can help people build feelings and a connection to your brand.

Below is a comparison of interaction between people and bots in comparison to other mediums of online advertisement.

 

  1. Lead Generation at a Low(er) Cost

There are many ways that using messenger bots can boost lead generation for small businesses. The first way is through the immediate contact information gathering and high interaction rates.

The very minute a prospect clicks your opt-in message or interacts with your bot; you have all the information you need to remarket to them directly. If you compared this medium of marketing to placing your ad on the landing page, where average lead conversion is 5-10% after clicking on an ad, the messenger bots are undoubtedly a superior method of lead generation. For messenger clicks, your re-marketable lead conversion turn into 100%. [Source: https://mobilemonkey.com/chatbots/facebook-messenger-ads].

  • After prospects interact with your bot, you can offer giveaways, direct customers to landing pages, or even complete full sales funnels directly via a chatbot.
  • You can also ask the prospects what they are most interested in, making it easy for you to segment leads. If the bots are designed conversationally, your customers would be more willing to interact with them and even answer survey questions.
  • You don’t necessarily have to re-direct your prospects to other places such as landing pages; you can directly gather lead data via messenger.
  • When they implemented Facebook Messenger bots in their marketing strategy, Hubspot recorded a 477% reduction in their cost per lead.                                  [source: https://blog.hubspot.com/marketing/facebook-messenger-marketing-experiments]
  1. More Paying Customers

If used correctly, this medium has proved to have the highest potential to lead to more repeat and paying customers because it is the most effective when it comes to lead generation.

There is a slight decrease in final Buyer Conversion compared to Website Landing Pages/Email Campaigns, but the vast increase in Lead gathering more than compensates for it. Additionally, chatbot lead generation and CTR rates can give you 35x more buyers than a Website/Email based funnel. [source: https://chatbotslife.com/how-to-get-10x-sales-using-messenger-marketing-d3bda6c6b77a]

Similarly, more engagement, more leads, & more satisfaction leads to more buyers and more repeat clients. The fact that it saves you money and time means that you have more money in your savings.

Messenger Marketing vs. Website & Email (comparing 100,000 visitors)

  1. More Business Referrals and Repeat Customers

Generally speaking, you do not want your existing customers to forget you exist. Bots will help you connect with your clients. Research has shown that when customers get a fast answer to common questions, they are likely to report satisfaction and, thus, expected to stay loyal to the business. A 2017 survey showed that 64% of Chatbots Report respondents rated 24-hour service as the #1 benefit of bots, and another 55% rated instant replies as the most significant advantage of bots. [source: https://www.drift.com/wp-content/uploads/2018/01/2018-state-of-chatbots-report.pdf]

Additionally, bots can launch Direct Campaigns that give leads value in exchange for social media shares. If the customers are satisfied with the business, are consistently offered value, and feel like they are connected to the business, they are more likely to leave great reviews and refer other people to your business. If you remain consistent with contacting your clients and leads, keep providing value, then you’ll retain the customers as you gain more.

  1. Provide a Competitive Edge

This one is sort of hard to give a definitive answer on. Ultimately, the competition is dictated by the individual business against the entire industry or market. However, bots give you an advantage in that; once you make the initial interaction with a prospect, you can contact them directly, one-on-one from then on.

Bottom Line;

There are more advantages than disadvantages for small businesses to adopt messenger chatbots for lead generation. It will lessen the amount of work and money poured into marketing, and it will lead to new and happy customers.