PPB April 2018

Here’s the current Facebook and LinkedIn lead funnel via their lead generation ads: Facebook and LinkedIn created a lead generation ecosystem that reduced the lead generation process from six clicks to three. They also have kept the traffic and lead collection within their platforms, completely avoiding the advertisers’ website. Add to that the platforms’ ability to create very specific audiences by analyzing their members’ or users’ browsing histories, and you have the ability to deliver a crisp message to a very specific audience—and get them to identify themselves. Also, as part of the ad platform/ CRM integration, advertisers can notify the appropriate salesperson/distributor via text or email for prompt follow-up. This is revolutionary, and the impact to our agency’s clients has been huge. The key here is ad relevance. When you consider the rise of ad-blocking technology, look no further than advertisers who “shotgun” irrelevant messaging to find the problem. For example, we all have gone to a site, looked at an air fare, and then received online ads that appear everywhere about a hot fare to that destination. But these ads are only annoying when they are irrelevant. The major online advertising platforms have done an excellent job of packaging audiences for advertisers. A few even allow you to intersect audiences. Here’s an example: A client of ours runs a hypnosis practice and training facility. There are no specific advertising audiences of that type on these platforms. With a little research, we learned that our client specializes in using hypnosis to help patients with insomnia, stress and chronic pain. By intersecting an audience that is interested in alternative and holistic medicine with an audience interested in insomnia, stress or chronic pain management, we delivered leads that have significantly improved our client’s business. Another thought to ponder is the type of audiences that are visiting a client’s website in terms of age, gender, location and interests. A bit of data mining will allow you to find the audiences that are in the market for your client’s products or services. The advertising platforms can take browsing and purchase history and fashion ONLINE AD OFFER PRESENTED PREFILLED CONTACT FORM AUTOMATICALLY TO CRM Here are some examples of how Scott & Associates, Inc. is using this technology with its clients: Ecommerce client that sells no-weld/no-clamp cooling system plumbing fittings to hot rod/street rod rebuilding enthusiasts: • Message: No-Weld / No- Clamp Radiator Fittings • Audience: Facebook members who have interacted with content placed by Hot Rod and Street Rod magazines • Results: 10 times return on advertising spend Mortgage company that wanted to get more qualified leads and a lower cost per lead: • Message: Rates Are Going Up! It’s Time To Refinance! • Audience: Facebook members within the company’s geographic region and customer demographic profile • Results: Twice the number of leads at 50 percent the cost per lead Cabinetry company that wanted to reposition its brand to upper-end clients: • Message: Custom Cabinetry For Your Signature Style • Audience: Facebook members in their service territory with seven- figure home values and six-figure net worth • Results: Seven new leads and $350,000 in new business Facebook and LinkedIn created a lead generation ecosystem that reduced the lead generation process from six clicks to three. They also have kept the traffic and lead collection within their platforms, completely avoiding the advertisers’ website. 58 | APRIL 2018 | GROW