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Let's look at several engagement mechanics that can be adapted to any business model. Useful materials for clients: guides, checklists, lead magnets The essence of the mechanics: the user downloads the material, leaving his data, and you can warm it up further. If he is not ready to buy a product now, you can natively tell him about the advantages and capabilities of the product by solving his problem. The main lead magnet formats that are most common are: research; checklists; instructions; presentations; demo access to the resource, etc. The key difference between this mechanics for the B2B and B2C segments is the needs of the target audience. Obviously, if your clients are decision makers at manufacturing companies, they are unlikely to be interested in the “Checklist: 100+ points for checking a site”; they will not do it themselves; this is not their area of interest and responsibility. But if they are responsible for choosing a contractor, then they may be interested in a lead magnet that will tell them what to look for when searching, selecting and interacting.
For example, we work with the B2B segment and Email List create lead magnets based on: the industries in which our clients operate; their main pain points. Useful material on the topic Lead Magnet on lead magnets - ideas for collecting a contact database and 70 working examples Next, we place them on the landing page and attract traffic using performance, smm or other channels. Examples of such materials can be found on our website in the “We teach” section. This is how we receive marketing leads and work with them further to transfer them to the sales department. The whole funnel in our case looks like this: we attract users to the site using: SEO, paid traffic, cross-promotion, seeding, etc. With the help of lead magnets and webinars, we receive marketing leads - MQL. Then, through a chain of touches, they warm up to SQL, that is, they leave a request for the service. We described our experience in more detail in the case study . Another example implemented by our client, the Neskuchnye Finance company. To work with cold traffic, we implement a two-stage funnel .
What a layout by directions might look like, where you can clearly see which direction you need to work with - what is missing for successful promotion We drive traffic from YAN to a page with a lead magnet. About 13% of these visitors convert into MQLs (cold marketing leads). Next, they go to the “Thank you” page, where they see information about the special offer and can submit a request. Cases They show potential clients what problems they have and how you can help them solve them. This format allows you to demonstrate: your approach to solving problems; results from cooperation with your company; the difficulties that exist in the niche and how you know how to solve them; your expertise; team, etc. Please note that the B2B audience pays more attention to the results - how financially profitable it is to cooperate with you. For the B2C segment, it is the experience - the process, difficulties, conclusions - that is of greater interest. Cases – a format for audience engagement.
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發表於 2024-1-9 17:09:50