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Having a product that is both functional and beneficial for the user is great, but marketing your business in order to get your product into the users’ hands is another matter entirely.
Today there are more ways than ever to market your company effectively online, and we’re laying out five tactics you can use to generate leads for your PERS business.
Pay-Per-Click (PPC) campaigns are a common way to get your brand name out there, and your product in front of a large group of potential customers. With PPC campaigns, you only pay when a visitor actually clicks on your advertisement and visits your site/landing page. So, unlike a billboard, or other traditional form of advertising, you only pay for verified conversions and reduce the chance of wasting money.
Before jumping into a PPC campaign, there are some important things to consider:
It’s never a bad idea to start small as you’re fostering a new PPC campaign until you have a solid understanding of how your ads are performing and which keywords are generating the most relevant traffic to your website.
Because of the complex nature and time it takes to oversee a PPC campaign, it’s definitely in your best interest to hire a professional or utilize the services of an outside company who specializes in this type of advertising.
Landing pages are an important part of any online marketing campaign. When it comes to your PERS business, you may feel like simply directing visitors directly to your product page(s) is the way to go, but there are multiple reasons why building separate, well-designed landing pages is a much more effective method to generate new leads. Here are just a few:
Landing pages make your purpose clear, right out of the gate, and provide visitors with a clear path to what you want them to do (i.e. fill out a form, give your business a call, or purchase a product). And the ability to track and measure the data from landing pages is one of the best tools you have at your disposal for measuring a campaign’s effectiveness.
So, you have a PPC campaign set up, and your landing pages are in order, but the conversions still aren’t there. Actually, on average, 98% of visitors won’t convert the first time they see your ad or interact with your site. A remarketing campaign is the perfect way to stay top-of-mind for your potential PERS customers instead of letting all of your hard work fall by the wayside.
Have you ever visited a site, left, and then seen ads for that brand and/or the products you were viewing appear on other webpages as you browse the internet? This is remarketing in action.
Remarketing can be an expensive initial investment, as your audience will be fairly broad; but, as you narrow down your prospective buyers, you can create hyper-targeted campaigns and focus on your most likely candidates.
Simply having higher brand recognition can drastically raise the amount of trust potential customers have in your business. WordStream reports that pervious site visitors are 2-3 times more likely to click on your ads than a new visitor.
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Image Source: WordStream
For more facts about remarketing, check out this article.
Affiliate programs are an incredibly effective source of traffic and revenue for businesses, especially those in the PERS industry. Simply put, affiliate programs are a partnership style where the primary company pays the dealers or affiliate sites that it recruits a commission to generate web traffic or sales.
Affiliate marketing not only generates sales, but can be an effective way to get the word out about your business. And, as discussed before, brand awareness is crucial in creating conversions.
Affiliate marketing is also a great way to generate and nurture leads. If a potential customer is already familiar with a company they know and trust, then they are much more likely to trust that company’s judgement when given a referral. This can be a great strategy for building relationships as well as reducing the overall cost of leads.
Traffic exchange, as it pertains to site promotion, is something you may not be as familiar with; but, if done through a reputable company whose goals align with your own, it can be extremely beneficial.
MediaAlpha is a good example of an exchange platform. Through MediaAlpha, you can buy leads in real-time and on an automatic basis. Through this platform, you can target similar markets to the PERS industry, like medicare or life insurance.
When considering avenues to generate leads and grow your customer base, it’s important to be aware of CAN-SPAM and robocall laws in place, as well as GDPR policies. These laws protect consumers from being unwillingly solicited to or misusing data that is collected about them.
By adhering to the designated guidelines, you can keep your business safe from legal retribution while helping your business to grow and thrive.
