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Archives for April 9, 2020

5 Content Types to Generate Quality Leads

April 9, 2020 By Ash Genete Leave a Comment

A subset of inbound marketing, content marketing enables you to hit your business targets, including lead generation, through the provision of valuable, helpful content. With only 18% of marketers crediting outbound marketing in providing the highest quality sales leads, it isn’t quite surprising anymore how content marketing has made it to the cut as one of the most powerful marketing strategies today.

This means that as long as you know what content to build your lead generation strategy on, there’s so much more potential to grow your business through content marketing. And with people showing great interest in consuming different content types like articles, videos, emails—the list goes on—you’ll want to make sure that you’re up to speed in content marketing. 

Here’s a list of some of the most important content assets that you should be paying more attention to in order for you to generate and engage business prospects.

1. eBooks

The comprehensiveness of eBooks makes it an ideal content type for lead generation even if you may gate your eBooks. People who have a need for the information you provide in your eBooks won’t hesitate to give you their personal details as well as professional profile in exchange for full access to your content.

Perhaps of secondary importance here is the fact that you can also gain revenue in the form of eBook sales, which has been a profitable industry in the United States since 2008.

2. Case studies

(Moz)

Case studies are another type of long-form content wherein you share stories about working with your customers and steering their business to success. As such, your case studies will include descriptions of how your company works to achieve your clients’ end goals.

Use your company blog to feature your case studies, and be sure to track who’s interacting with it so you can have your sales team reach out to your potential customers. Alternatively, you can make your case studies part of your off-site content as a way to generate links from your target audience.

Needless to say, the more case studies you share with your audience, the more you’ll be able to establish your thought leadership in your business vertical.

3. Research reports/Whitepapers

(Alizara)

Research papers and whitepapers are authoritative reports that you can use to educate people about your business or industry. In particular, research reports tend to engage audiences because the information they contain is culled from surveys involving real people, making them original and creditable to your brand.

As a matter of fact, 74% and 63% of marketers report that the top benefits they get from producing research papers are website traffic and social shares, respectively. And you know that these channels are where a good number of your leads or prospects may be. And with the right approach, you might just get to convert them down the road.

4. Landing pages

Landing pages are stand-alone pages on your website where you can place a lead-capture form, which is why you may also call them as lead capture pages. 

These pages work in a couple of ways. For one, you can use landing pages to provide information about your products or services. Alternatively, you can direct leads or customers to a specific offer—such as a free resource—with visitors providing their contact details or job or industry information.

(Hubspot)

In order for people to find your landing pages, you need to set up your promotional campaigns in various channels like email, social media, and search engine. Once someone clicks on any of your links or ads, they’ll be led directly to your landing page. This makes landing pages directly tied to quality leads since they have previously expressed interest in your business.

5. Blog posts

Blog posts are the lifeblood of content marketing, which makes them an integral part of your lead generation as well. The leads might not come to you right after you publish the first few articles on your company blog, so you’ll need to be consistent with blogging. In fact, the amount of leads you can generate when you have 401 to 1000 pages of blog articles goes up to six times more than if you had only about 51 to 100 pages of content.

Quality blog posts can enhance your online visibility in various channels—whether it’s on search engine results pages (SERPs), social platforms, or industry authority sites. With more traffic going to your own site, you’ll have numerous opportunities to engage your audience until they’re ready to become marketing or sales leads for your company.

Using Content in Lead Generation

People will always get drawn to brands that offer timely, relevant, and helpful content. Use it to your advantage by exploring other types of content to increase the number of leads you generate for your business.

Filed Under: Uncategorized Tagged With: content marketing

Facebook Advertising Mistakes That Can Cost You Big Bucks

April 9, 2020 By Theo Catalo Leave a Comment

Facebook advertising is one of the most impactful social media strategies that help boost sales. On average, there are roughly 1.59 billion active users on Facebook, as of June 2019. Moreover, around 94% of social media marketers use Facebook for their advertising campaigns.

As an excellent advertising investment, Facebook ads can bring countless benefits to your business. Aside from being cost-effective, it can enhance your ads’ targeting capabilities, help you build your email list, and increase customer attribution and brand awareness, among others. 

But while Facebook advertising is proven effective and affordable, it could also put your budget down the drain if not done right. 

We scoured the internet for the most common Facebook advertising mistakes marketers commit. Take note of these blunders and avoid it all costs!

1. Forgetting a clear strategy

For your Facebook ad campaigns to succeed, you need to understand your ad objective and see the channel as a full-funnel solution, not just a contingency marketing plan.

A crucial step in planning a clear and holistic Facebook Ads approach is to define your marketing objective. Consider what you want your Facebook audience to do. Are you aiming for site visits, brand awareness or conversions? This should make it easier for you to create and devise an effective campaign that won’t put your spending budget to waste. It should also drive real results.

2. Forgetting Facebook Pixels

One common and easy mistake Facebook Advertising neophytes make is neglecting Facebook Pixels. How can you prove that your Facebook ad campaigns are driving results to your business if you don’t track and report its performance? 

This is where Facebook Pixels come in handy. It’s a bit of JavaScript code that lets you track visitor activity and interactions on your site and with your ad. It uses analytics to see your ad’s efficacy in bringing results. It also monitors the actions you care most about, like when visitors make purchases. You can use Facebook Pixels for three functions:

  • Optimize your ads for better conversions
  • Build custom audiences from your site for remarketing campaigns
  • Track conversions on your site or event page and pin them to your ads

3. Using Boring Visuals

No matter how attractive your offer is, dull and bland visuals can make your ad look uninspired. Facebook Ads provides you with a range of ad formats—you have the option for a one-image or a carousel format. Use these opportunities to capture your audience’s attention and boost your chance of click-through-rates or conversions. 

When creating image designs or sourcing for images, think about your ad’s purpose and offer. The visual should clearly communicate your campaign message and contain minimal text to avoid distractions.

4. Not Using Targeting Wisely

When building your ad, review if you’re targeting too many or too few people. Do you think it’s realistic to set your ad to reach hundreds or thousands of users? Narrow it down. This is a matter of trial and error. 

On the other hand, make no mistake in targeting the wrong audience due to little to no segmentation. You can conduct a survey and use Facebook Audience Insights to help you refine your targets. Using Facebook’s built-in targeting features allows you to set the target to specific audiences, so you can reach the right type of people. The various targeting options that you can use include life events, purchasing behavior, existing contacts, similar or lookalike audiences, interests, demographics, behaviors, and targeting using location.

5. Distributing Your Budget Poorly

Many marketers lose a significant amount of their budget due to inefficient use of their ad dollars. Facebook Ads let campaign budgets be divided and split equally across different ad sets. This sounds good at first, until one of your ad sets underperforms compared to others. This is where things go south budget-wise. 

You can set up Campaign Budget Optimization to monitor and disseminate your budget based on the performance of your campaigns. Instead of feeding Facebook how much you want to spend for each target, you can simply tell Facebook how much budget you have for the entire campaign, and the algorithm will do the legwork in distributing it as it fits.

6. Falling short on headlines

A lot of people think headlines are the simplest and easiest part of creating ads. You just write what you offer and hope the message gets across, right? This isn’t the case. 

When it comes to headlines, it’s best to keep it short and sweet. Write succinct headlines that communicate an emotional connection and explains how your audience can benefit from your offering. This is where your creativity in ad copywriting is showcased. It’s recommended to keep the length of the post under 40 characters for nearly 86% higher engagement.

7. Creating new Facebook Ads instead of managing successful ones

Having multiple campaigns doesn’t equal to making more money. To ultimately maximize your budget and ads, put your money into tried-and-true campaigns you’ve been running for years. Remarketing is effective and brings proven results, just make sure to spruce it up and write copy and headlines that are relevant to the users within that market. 

Avoid These Budget-killing Facebook Ad Mishaps

You can steer clear of these budget-draining mistakes by devising a clear plan and following Facebook Advertising best practices. Think carefully about the goal and purpose of your ad and which placement will deliver the best result. 

When in doubt, you can always consult or partner with Facebook Ads experts or with a digital marketing agency to ensure that your advertising strategies are well executed.

Filed Under: Uncategorized Tagged With: facebook advertising

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