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Leveraging Social Media


To leverage social media, lead generation and PPC strategies, brands should not overlook keeping a close eye on competitors. Let's discuss why!

A blueprint to business success. From a business perspective, staying one step ahead is crucial for survival and growth.

One essential strategy that modern brands should not overlook is keeping a close eye on competitors' social media and pay-per-click (PPC) campaigns. Let’s discuss why tracking your competitors' online presence is beneficial and how it can significantly boost your lead generation efforts.

Online Visibility: A Critical Component in Business Success

In today's digital age, a brand's online visibility is more critical than ever. Most businesses have an online presence, and social media is a key player in this space. It's not just about having a flashy website or a catchy tagline anymore. A strong online presence can be a game-changer for lead generation and customer retention.

Tracking your competitors' social media channels can give you a wealth of insights. What are they posting about? How are they engaging with their audience? What kind of content resonates with their followers? The answers to these questions can help you craft a more effective social media strategy for your brand.

PPC Campaigns: A Window into Your Competitors' Strategies

PPC campaigns are another valuable source of information. They can reveal the keywords your competitors are targeting, their ad copy, and the landing pages they are using to convert visitors into customers.

By analyzing this data, you can discover gaps in your own PPC campaigns and adjust them accordingly for better performance.

Studying your competitors' PPC campaigns can help you find high-traffic keywords that you might have overlooked. It's like having a crystal ball into what's working for your competitors in terms of attracting and converting potential customers.

Strategic Decision-Making: Powered by Competitive Analysis

By tracking your competitors' social media and PPC campaigns, you are essentially doing a competitive analysis. This analysis is crucial for making informed strategic decisions. It helps you understand market trends, identify your own strengths and weaknesses, and discover opportunities for growth.

For instance, you might find that a competitor is garnering a lot of engagement from a certain type of content that you have yet to explore. Or, you might notice that your competitor is bidding on a high-traffic keyword that you haven't targeted yet.

These insights can fuel your decision-making process and guide your marketing strategy.

The Bottom Line: Stay Ahead of the Curve

Tracking your competitors' social media and PPC campaigns is a smart move. It equips you with the knowledge you need to improve your own strategies, generate more leads, and ultimately stay ahead of the curve. After all, in the business world, information is power, and having more of it certainly won't hurt.

Remember, the goal is not to copy your competitors, but to learn from them and to differentiate your brand in ways that resonate with your target audience. By doing so, you can make your brand stand out, attract more potential customers, and drive growth.

"In the game of social media and lead-generation, staying ahead is all about understanding your competition and leveraging that knowledge to your advantage."

Lead Generation: The Lifeblood of Your Business

Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. 

Leads are essentially potential customers who have shown some level of interest in what you offer and are likely to make a purchase.

Examples of lead generation activities include:

  • Content marketing: Publishing a blog post on your website about the top 10 features of your product and having a signup form for a free trial.
  • Email marketing: Sending a newsletter about your latest product update with a call-to-action (CTA) for scheduling a demo.
  • Social media marketing: Sharing a post on LinkedIn about an upcoming webinar with a link for registration.

PPC Campaigns: Paying for Visibility

Pay-per-click (PPC) is an online advertising model where advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to "earn" those visits organically.

Google AdWords is the most popular PPC advertising system in the world. Advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results.

For example, if you run a shoe store, you might bid on the keyword "running shoes" so that your ad shows up when someone searches for that term.

Facebook also offers a PPC advertising platform. On Facebook, you can set up ads to appear in users' News Feed or in the right column of the Facebook site. For instance, if you run a restaurant, you could create a Facebook ad promoting your new menu items.

Lead Generation vs PPC: Understanding the Difference

While both lead generation and PPC are fundamental digital marketing strategies, they serve different purposes and function differently.

Lead generation is about attracting potential customers and building relationships with them over time. The goal is to nurture leads until they're ready to make a purchase.

On the other hand, PPC advertising is primarily about increasing visibility and driving immediate traffic to specific landing pages on your website. It's more focused on immediate sales rather than building long-term relationships.

In lead generation, the cost is usually time and resources spent on creating and promoting content to attract leads. The goal is to generate organic traffic.

PPC, as the name suggests, involves paying for each click on your ad. The cost can vary greatly depending on the competitiveness of the keyword you're targeting.

Lead generation often involves a longer sales cycle as you're nurturing leads until they're ready to buy.

PPC can drive immediate results as it brings users directly to your website or product pages.

For a lead generation campaign, a software company might create a whitepaper on a relevant topic and promote it on their blog and social media channels. Visitors could download the whitepaper in exchange for their email address, thus becoming a lead.

For a PPC campaign on Google, a hotel might bid on the keyword "hotels in New York" to appear in search results for that term. They would pay Google each time a user clicks on their ad.

On Facebook, a clothing brand might create an ad showcasing their summer collection. The ad would appear in the News Feed of users who fit their target demographic, and the brand would pay for each click on their ad.

While lead generation and PPC campaigns have different approaches and goals, they are both essential parts of a comprehensive digital marketing strategy.

Let's spice it up and make sense of what we wrote.

Digital marketing is a tantalizing fusion of strategies, akin to a sumptuous culinary masterpiece. An aromatic spice that infuses every byte of content with irresistible flavor, ensuring that websites are discovered and savored by search engines.

PPC, like a perfectly seared steak, sizzles with enticing visuals and captivating copy, enticing customers to take a bite out of the brand.

Social media, the vibrant and colorful garnish, adds a touch of freshness and allure, enticing taste buds with engaging posts and captivating campaigns.

Together, these ingredients create a delectable digital marketing feast that leaves a lasting impression on the palate of the target audience.

The lifecycle between a social media marketing campaign, lead generation, and PPC often intertwines, as these strategies work together to attract, convert, and retain customers.

Here's a typical sequence and how each component fits into the overall marketing cycle:

Step 1: Social Media Marketing
Attract Stage: A brand kicks off the process with a social media marketing campaign. They share engaging content related to their products or services to build brand awareness and attract potential customers. This can be organic posts or paid promotions targeting a specific demographic.

For example, a fitness brand might share workout tips, motivational quotes, and customer testimonials on their Instagram account. They might also run paid promotions to reach a wider audience.

Step 2: Lead Generation
Convert Stage: Once people start engaging with the brand's social media content, the brand can move into the lead generation stage. They might direct their social media followers to a landing page where they can download a free workout guide in exchange for their email address.

At this point, the brand is capturing information about potential customers and turning social media followers into leads. They can now start to build a more direct relationship with these leads via email marketing.

Step 3: PPC Campaigns
Close Stage: Now that the brand has a list of leads, they can use PPC campaigns to retarget these leads and encourage them to make a purchase. They can run PPC ads on Google or Facebook, showing their products to people who have already expressed interest in their brand.

For example, the fitness brand might run a Google PPC campaign targeting keywords related to their products, and a Facebook PPC campaign showing their workout gear to people who have visited their website.

Delight Stage:
After making a sale, the brand can continue to engage their customers through social media and email marketing, providing excellent customer service, and offering incentives for repeat purchases. This keeps customers satisfied and encourages them to become brand advocates, thus beginning the cycle anew.

Social media marketing, lead generation, and PPC campaigns form an interconnected cycle that helps brands attract, convert, and retain customers.

Each stage feeds into the next, creating a continuous loop of customer engagement and growth.

An email marketing strategy is critical for successful lead generation, retargeting, customer nurturing, building customer loyalty, offers, and future repeat sales.

Direct and Personalized Engagement:
Email marketing allows you to directly engage with potential customers and leads. It enables you to tailor the content and the message to suit the preferences and needs of your target audience. With the right strategy, you can provide value to your subscribers, which builds trust and a strong relationship.

Personalized messages are particularly effective, with 72% of successful email marketing campaigns utilizing this strategy.

Vast Reach and High Engagement:
There are billions of daily email users and 64% of small businesses use email marketing to reach customers. Moreover, welcome emails, a common first step in email campaigns, have a fantastic engagement rate, with over 80% of them being opened and generating 4x as many opens and 10x as many clicks as other email types.

Increased Sales:
50% of people make a purchase from marketing emails at least once per month, and 59% of respondents say that marketing emails have influenced their purchases. This indicates the considerable potential for email marketing to drive sales.

Effective for B2B and B2C:
Whether your business is B2B or B2C, email marketing can be effective. 81% of B2B marketers say that their most used form of content marketing is email newsletters, and 64% of them found their email marketing strategy effective for meeting business goals.

On the B2C side, 87% of marketers leverage automation as part of their email marketing strategy, suggesting that it's a common and vital component of their marketing toolkit.

Return on Investment:
Email marketing has a high return on investment. Email marketing revenue is estimated to reach almost 11 billion by the end of 2023, and testing your emails can lead to up to a 28% higher return.

Collecting emails and using them in an email campaign allows businesses to build a relationship with their potential customers, provide value, and ultimately guide them through the sales funnel.

For instance, a business might collect emails by offering a free eBook or a discount code to visitors of their website. Once the visitor provides their email, they become a lead. The business can then use an automated email campaign to provide more value to the lead, such as useful articles, special offers, or new product announcements.

Each email serves to build trust, establish the business's expertise, and guide the lead towards making a purchase.

Lead Engagement:
By tracking the lead's engagement with the emails (such as open rates and click-through rates), the business can further tailor their approach to match the lead's interests and move them closer to becoming a customer. For example, if a lead clicks on a link about a particular product in an email, the business might send them more information about that product or offer them a related discount.

A successful email marketing strategy can significantly contribute to lead generation, customer retantion and increased sales.

David Speyer Managing Partner Zoot Marketing

About the Author

Managing Partner, Zoot Marketing

David Speyer is a social media marketing and lead-gen guru, coach, mentor, marketing strategist and managing partner at ZOOTMarketing.

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