How to generate € 10 from € 1 invested in B2B segment?
This time I will not be able to share information about the client, but I will definitely be able to share with steps that were taken and the result achieved.
CUSTOMER.
A marketing agency that offers digital world services to other companies.
THE AIM.
Create a customer acquisition process with a landing page, marketing in Facebook and automated steps in the sales tunnel.
ADVERTISING BUDGET FOR THE FIRST MONTH.
EUR 300.
THE RESULT.
77 potential customers, 14 meetings, 14 express offers, 5 approved transactions currently [some contacts are still being processed and negotiated] and profit in the amount of 2,925 EUR.
SET OF ACTIONS.
Now let's talk about what was done to achieve that result.
1. As always, all the work started with research of market and competitors and analysis of the target audience.
2. During the filling in of the work file, we have already started to evaluate the possibilities of attracting customers and possible ways. This choice is mainly based on the analysis of the audience.
3. We start developing the structure of the landing page. Its structure is based on the customer acquisition process, as it can be done both with an extended landing page whicg offers a free product, and with 2-3 block pages that gather contact information of potential customers.
4. Next, we start creating an offer for the target audience. This path also depends on the customer acquisition process, because in this case we create either an offer around a free product or a lead magnet.
5. Creation of the audience in Facebook ad manager.
6. Creation of Facebook advertising banners. Hook and other tools to draw the audience's attention. First eye contact.
7. Facebook advertising settings. We combine Facebook audience with Facebook advertising banners, taking into account the analysis of the target audience.
8. CRM system connection. To keep your data safe, we store it in one place and keep statistics near.
9. And another thing that would be needed is a detailed [I would say at molecular level] description of the sales process and script. This is an option that can be added as the customer acquisition process becomes more advanced.
Now you know how many and what steps have to be taken to achieve a similar result. Now let's look at the steps separately.
CUSTOMER ACQUISITION PROCESS.
We chose two ways.
The first way for us was through direct sales. A free product was offered for direct sale, which was a free consultation.
The second way went through a lead-magnet, where in exchange for the contacts of a potential customer, useful and educational materials were provided for free.
The biggest difference is in the price of attracting potential customers and the length of the sales tunnel process.
LANDING PAGE.
Next, based on the previous point, we created two landing pages: one expanded for a free product and one page with 2 blocks for data collection about potencial customers.
FACEBOOK ADVERTISING.
Based on the offer, different types of speech and creativity were tested at the level of advertisements, where both static and dynamic advertising banners were used. We tested audience at the level of ad group to understand which path was most effective.
SELLER.
A big plus in creating such a system is the sales manager within the company. It may be one person, but he must understand the sales processes and methods. I am talking about the fact that the owner or manager of the business does not have to deal with sales, especially when it is not an expert in this field. Consequently, it is also one of the factors influencing the result.
CRM SYSTEM.
The sales manager understood the status of each potencial customer, the history, the actions taken and the actions that still has be taken to complete the transaction. The system also helped to automate the processes of aim creation, change of sales stages, and sending out emails.
This formula, which you got to know today, could not exist without one variable - the landing page - from which the path of the real customer also begins. Therefore, pay more attention to the creation of the landing page and improvement of your work, optimization.
CUSTOMER.
A marketing agency that offers digital world services to other companies.
THE AIM.
Create a customer acquisition process with a landing page, marketing in Facebook and automated steps in the sales tunnel.
ADVERTISING BUDGET FOR THE FIRST MONTH.
EUR 300.
THE RESULT.
77 potential customers, 14 meetings, 14 express offers, 5 approved transactions currently [some contacts are still being processed and negotiated] and profit in the amount of 2,925 EUR.
SET OF ACTIONS.
Now let's talk about what was done to achieve that result.
1. As always, all the work started with research of market and competitors and analysis of the target audience.
2. During the filling in of the work file, we have already started to evaluate the possibilities of attracting customers and possible ways. This choice is mainly based on the analysis of the audience.
3. We start developing the structure of the landing page. Its structure is based on the customer acquisition process, as it can be done both with an extended landing page whicg offers a free product, and with 2-3 block pages that gather contact information of potential customers.
4. Next, we start creating an offer for the target audience. This path also depends on the customer acquisition process, because in this case we create either an offer around a free product or a lead magnet.
5. Creation of the audience in Facebook ad manager.
6. Creation of Facebook advertising banners. Hook and other tools to draw the audience's attention. First eye contact.
7. Facebook advertising settings. We combine Facebook audience with Facebook advertising banners, taking into account the analysis of the target audience.
8. CRM system connection. To keep your data safe, we store it in one place and keep statistics near.
9. And another thing that would be needed is a detailed [I would say at molecular level] description of the sales process and script. This is an option that can be added as the customer acquisition process becomes more advanced.
Now you know how many and what steps have to be taken to achieve a similar result. Now let's look at the steps separately.
CUSTOMER ACQUISITION PROCESS.
We chose two ways.
The first way for us was through direct sales. A free product was offered for direct sale, which was a free consultation.
The second way went through a lead-magnet, where in exchange for the contacts of a potential customer, useful and educational materials were provided for free.
The biggest difference is in the price of attracting potential customers and the length of the sales tunnel process.
LANDING PAGE.
Next, based on the previous point, we created two landing pages: one expanded for a free product and one page with 2 blocks for data collection about potencial customers.
FACEBOOK ADVERTISING.
Based on the offer, different types of speech and creativity were tested at the level of advertisements, where both static and dynamic advertising banners were used. We tested audience at the level of ad group to understand which path was most effective.
SELLER.
A big plus in creating such a system is the sales manager within the company. It may be one person, but he must understand the sales processes and methods. I am talking about the fact that the owner or manager of the business does not have to deal with sales, especially when it is not an expert in this field. Consequently, it is also one of the factors influencing the result.
CRM SYSTEM.
The sales manager understood the status of each potencial customer, the history, the actions taken and the actions that still has be taken to complete the transaction. The system also helped to automate the processes of aim creation, change of sales stages, and sending out emails.
This formula, which you got to know today, could not exist without one variable - the landing page - from which the path of the real customer also begins. Therefore, pay more attention to the creation of the landing page and improvement of your work, optimization.
