Three Steps to Market Research Your Idea

You probably picture real market research as an exorbitantly expensive luxury that big companies like Proctor & Gamble do when they want to test a new scent in their liquid detergent. For regular people, market research generally means asking a couple of buddies what they think of that great business idea that hit you in the shower. But with some social media tools, a couple hundred dollars, and a little bit of creativity, you can get actual, usable data directly from your target market.

Step 1 – The Landing Page

If you’re not familiar with landing pages, you should be. Simply put, they are the pages we want web traffic to go to, usually with a single purpose. For this example, we are going to set up a Facebook page to work as our landing page. Facebook pages are simple to set up, and only require a banner image across the top, and some descriptive information about your idea.

You’ll want to add a single post to the page, thanking the people who come to your page for their interest, and let them know that more information will be available soon. You might also consider adding a contact form post, so that if you do move forward with your idea, you have the beginning of your email list.

It should take you less than 10 minutes to set up the landing page, because for the most part we’re not really interested in what happens here.

Step 2 – The Campaign

The market research magic happens with your Facebook advertising campaign. This can be done through your Facebook Business Manager, your Facebook Ad Manager, or by clicking Promote on your business page. There are variances within each of these channels, so we won’t go step by step, but the main elements we are discussing are all the same (Promote may not give you as much targeting or analytics information, so I’d recommend using Facebook Business or Ad Manager).

Create 2 or 3 different ads, highlighting different elements of your idea, each with a call to action. Facebook ads do not like text on an image, so you are best off finding a relevant image and writing some descriptive text about your service.

Once the creative ad is finished, choose your audience. This is the most important part of your market research. Think about your target market, who they are, where they live, and what their interests are, and select those groups to see your ads.

Next you’ll set your budget and duration for the campaign. Every target market is priced based on supply and demand, but you should be able to reach several thousand people over the course of a few days for less than $200.

Step 3 – Analytics

Let your campaign run its course. Remember, the purpose here is market research, not marketing optimization. We want to see a few things.

1) How many people clicked on the ads – this will show you if people are interested in your idea

2) Which ad messages were clicked on the most – this will show you what resonates best with your customers

3) Cost per click – This will help you determine, down the road, how much a lead will cost, and whether or not your idea is cost effective

Taking all the information together, you’ll have some insight as to whether or not the market is ready for your idea…and if you collected email addresses through your Facebook Landing Page, you also have a mailing list once your idea is productized.

Previous ArticleNext Article
Arye turns complex corporate-speak into creative, understandable content. He’s a digital marketing expert who enjoys BBQing and watching baseball to unwind. You can reach him at aryezacks@gmail.com

5 Lead Generation Ideas using Content Marketing

Find out the effective lead generation ideas for your online business through content so you can acquire more potential clients and increase your sales.


Pulling effective lead generation ideas out of thin air is next to impossible.

Usually, you go out of your way by reaching out to your target audience and promote your products and services. However, this method brings mixed results. Regardless of how much time you devote to your outreach campaign, there is no guarantee that you will yield leads or clients for your business.

Therefore, if outbound marketing isn’t working, then you need to revamp your strategy. In fact, instead of going to people and peddling your business to them, you may want to invert the process – make your customers come to you and ask for your services!

Content marketing is a tactic that lets you attract people to your website and mobilize them to ask more about your services, if not hire you from the get-go! Since your target audience comes to you instead of you coming to them, content marketing is a perfect foundation to help build a passive and sustainable lead generation strategy.

In this post, below are effective lead generation ideas for your online business through content so you can acquire more potential clients and increase your sales.

5 lead generation ideas to generate more customers via content marketing

Optimize content for transactional intent keywords

Despite what you may have read, content marketing and SEO go hand in hand. When implemented together, both tactics will help you generate more traffic to your online business. The key now is finding the right keyword to optimize for your site pages.

When researching for keywords, you can’t rely on monthly search volumes and keyword difficulty alone to make your choices. You also need to consider the intent of the keywords that you want to optimize for.

There are different types of keyword intents, but you need to prioritize transactional intent keywords for the appropriate pages on your site. This keyword intent requires the visitors to perform an action based on the content of the page.

For example, if the goal of the landing page is to generate more inquiries about your coaching services, then you need to optimize for a keyword like “hire coaching services” or something similar. It’s even better if you can be more specific with the type of coaching service you’re offering and which areas you provide it to.

Once you’ve chosen your keyword, you need to optimize your content by following the best on-page SEO practices. The goal of an optimized page for your keyword is to present your information in the best way possible for your visitors.

By optimizing a laser-focused target keyword with a transactional intent, you can rank higher on search results, thus driving more visitors to your page and generate more inquiries!

Make calls to action clear and visible

Once you have a page that you want to use as bait for your leads and customers, you need to make sure that visitors can clearly see your call to action. A guideline you should follow is the inverted pyramid structure. Used by journalists and email marketers, the structure puts focus on your offer and lets you develop content to answer the important questions in the shortest and most succinct way possible.

Aside from using the structure, you need to use better calls to action on your page. A link to the order page may not be enough to catch the attention of your visitors. For this purpose, you may need something bigger to make visitors notice. For example, the embed code for your BLAB form is a great way to get people to schedule a call with you without having to click to get to another page. Another way to draw the attention of readers is to use a pop-up form that will show on their screen. Adding animation to the forms will make it impossible for readers to miss them out.

Lastly, you need to mention just one call to action on the page. You can mention the same CTA multiple times within the page as long as it’s the same offer. You don’t want to confuse people by offering different CTAs because it dilutes the message of the content, thus confusing your readers and lowering the conversion rate.

Offer content upgrades

People are attracted to value-based content. There’s no doubt that your audience will read a page jam-packed with unique information about the topic instead of a page with thin content that simply repeats information from other sites.

At the same time, you may need that extra nudge if you want to turn readers into subscribers. Through email marketing, you can create a drip campaign to help you slowly convince subscribers to become customers and clients. Therefore, you need to go above and beyond with your content to impress readers and hopefully get them to sign up for your email list.

A great way to grow your email list is to offer content upgrades on your site, considered to be effective lead generation tactics. The upgrade may come in many forms. The simplest way is by offering a PDF format of your content to visitors so they can read it even when offline. You can also provide e-books, white papers, and other forms of content that will help encourage people to sign up for your email list.

The idea here is to incentivize subscribers upon joining your email list. Your content may contain the right information to keep readers engaged, but may not be enough to convert people into becoming subscribers. The purpose of the content upgrade, therefore, is to give them something in return to get them to sign up to your list.

Write guest posts

If your site isn’t attracting enough visitors despite the awesome content you’re churning out, then you have a problem. You can’t generate leads to convert into clients if you don’t have enough site visitors.

There are lots of reasons that explain why your site’s traffic isn’t quite up to par. However, your goal is to find a solution to generate more traffic. One way of doing so is by writing guest posts on different websites.

Think of guest posting as a speaking opportunity. If somebody asks you to become a speaker in one of your colleague’s events, you get to tap his or her audience and hopefully turn them into your clients as well. In essence, guest posting works the same way. By writing for sites relevant to your niche, you may attract the site’s existing readers and funnel them to your site.

The success of your guest posting strategy hinges on the types of sites you will be choosing. You need to find high-authority sites with lots of social followers and subscribers. To do this, you must find the different factors that determine a site’s quality. Once you do, you need to pitch them ideas for the post and get them to approve before you start writing them.

Hold webinars

Your expertise and knowledge about the subject will determine your ability to make a sale. If you’re good at your job, then expect people to flock your site for your services. However, for this to happen, they need to know that you truly are as good as you say you are.

Holding webinars will help solidify your place in your industry. Coming up with compelling topics that help onboard people on how to use your products and services is one of the many lead generation ideas you should try for your business. Granted, you may need technical know-how on conducting a successful webinar. However, once you get the ball rolling, you can extend your reach to your audience and convert them into customers much easier.

Lead generation ideas to get your online business on the right track

You business needs lead to turn into clients to survive. Without them, your business will fail, to put it bluntly.

There are many lead generation ideas to choose from for your business. The ones listed above take advantage of content marketing as their foundation. By attracting people to your site instead of you calling or emailing them with little success may be just the lead generation strategy you need. If you following the tips above closely, you can generate a steady stream of leads with the least effort!

How To Create Your First Warm Traffic Campaign

In the first part of this series we covered How To Set Up Your First Cold Traffic Campaign, if you haven’t done that already, put the brakes on and head over there now [ I’ll wait 🙂 ] .

*We will use the traffic we have pixelled in the cold traffic campaign above.

You must complete the cold traffic campaign before you can get the maximum benefit out of the warm and hot traffic campaigns.

Consider each campaign set as a building block that will help you make the most out of your next campaign.

We’re going to compound on our successes quickly here, so let’s get started….

You’ve now, successfully, finished your cold traffic campaign and have pixelled plenty of traffic to your site.

Here’s what you need to do next…

Warm Traffic Campaign:

We’ll be using Facebook ads as the example here, but this method will work with virtually any other advertising platform (Google, Bing, YouTube etc.)

What is warm traffic?

Warm traffic can be summed up like this… “They know you, but don’t love you”. They’re familiar with your brand and have shown some interest in what you’re offering. Perhaps they’ve opted in or clicked one of the content pieces you shared in your Cold Traffic Campaign.

BUT they have yet to…

A) Optin (give you their information in exchange for yours)

OR

B) Purchased (or taken your desired action).

Why The Cold Traffic Campaign is Critical Here (Custom Audiences):

Targeting! In our cold traffic campaign we defined our success metric as the Cost Per Pixel. How cheaply can we pixel (track) traffic to our site from people that are interested in our offer and topic? Here’s where we’ll leverage all the success we’ve had from our cold traffic campaign. You should now have an audience of potential customers that you’ve pixelled on Facebook. Your next step is to create a custom audience using this information.

Creating Your Target Audience and Lookalike Audience:

First: Head over to Facebook Ads Manager and go to Assets → Audiences like in the image below.

Second: Click “Create Audience” and select “Custom Audience”

Third: Choose how you want to create the audience. Remember we’re going to be targeting the people that took action in our Cold Traffic Campaign. If you were sending prospects to cornerstone content, like an in depth article or guide, you’d want to use that specific URL for your pitch. What if you were sending them straight to your homepage? Then you would select “All Website Visitors” like in the image…

Fourth: Name your audience and click “Create Audience”. Once you’ve created your audience you’ll also be able to create a lookalike audience.

A lookalike audience is EXACTLY what it sounds like. It will take the traffic you’ve pixelled on your site and find users on facebook similar to the people that have already shown interest in your brand.

It’s a powerful tool you need to be using.

Fifth (optional): Create a lookalike audience. The steps are exactly the same as above, except, instead of clicking “Custom Audience” in the Second Step, you will click “Lookalike Audience”.

That simple.


*NOTE: Here we’ll be focusing mostly on our custom audience. We can send the lookalike audience to our cold traffic campaign. Remember the lookalike audience consists of people that will likely be receptive to your offer. THEY STILL HAVE NOT HEARD OF YOU! Your custom audience HAS heard of you. Do you see the difference?

The Warm Traffic Offer:

Since we know these people are interested in our brand we’ll want to now give them even more value up front, like we did in the Cold Traffic Campaign, but we’ll be requesting something from them in exchange this time. (unless you did a Lead Magnet for your cold traffic campaign which, in most cases, can be totally ok with the right landing page)

Warm Traffic Offer Examples:

  • Lead Magnets (recipes, guides, how-to, checklist)
  • Quizzes/Surveys
  • Flash Sales
  • Low Dollar Offers
  • Branding Videos
  • eBook
  • Free Trials
  • Discounts
  • Contest (low friction only)

Defining Success Metrics:

Cost Per Lead OR Cost Per Acquisition.

Here you’ll want to use Facebook Pixel Events to measure the effectiveness of your ad. If you’re sending prospects to a low dollar offer your success metric would be…

CPA (Cost Per Acquisition)

If you’re sending prospects to a lead magnet where they opt in to get something (ex. eBook, Quiz Results, Guide, Free Icons etc.) you’ll measure success by…

CPL (Cost Per Lead)

Facebook Ads by the Numbers

    • Ad Objective: Website Conversions
    • Content/Offer: Warm Traffic to a lead magnet or low dollar offer
    • Bidding: Most Conversions
    • Budget: $5-$10 per day (as an example)
    • Success Metric(s):

Cost Per Lead (CPL)
Cost Per Acquisition (CPA)

  • Target Audience: Pixel Traffic Custom Audience (if you don’t have enough pixel traffic use Interest targeting in combination with your custom audience, like we did in the Cold Traffic Campaign targeting).

To Break it Down For Ya…

Targeting: Use the traffic you pixelled in your Cold Traffic Campaign to create a custom audience and target those people with your Warm Traffic Campaign offer.

If you find that your pixelled traffic doesn’t create much of an audience you can…

  1. Use Pixelled Traffic + Interest Targeting (what we did in the CTC)
  2. Use Pixelled Traffic + Lookalike Audience
  3. Use Pixelled Traffic + Interest Targeting + Lookalike Audience

Content/Offer: You will be sending your prospects/traffic to high quality lead magnets OR low dollar sales page (that of course offers plenty of value to your potential customers).

Budget: $5 to $10 (as an example) measure results and optimize. If your clicks and targeting are strong then your offer is weak (usually). If your conversion is strong, but your clicks and volume are low, then your ad is weak. These are general principles. Use small budgets to test out what works with several ad sets in the same campaign.

Success Metric: You’ll either be sending leads to a sales page or a lead magnet (landing page). Depending on what you’re doing (low dollar offer OR lead magnet) you will have different success metrics. Cost per Acquisition covers lower dollar sales and Cost Per Lead covers the cost to convert traffic to optins (i.e. they give you their contact info). Can you have other success metrics here? Sure. These are the two that will generally apply to any given business.

Ad Objective: Website Conversions. You’re looking to convert. Period. If you’re not converting, it’s not working. You are going to convert low dollar sales or contact information on a high quality lead magnet.

Frequently Asked Questions:

How do I know this works?
As a successful marketer I do this everyday. Right now, we are averaging conversions for $1.75 or less, have over an 11% optin rate (on a form where we’re asking for First, Last, Email and Phone Number!) and a cost per pixel of less than $0.10 with over 21,000 views in the last month? How are we achieving these great results? By following to-the-letter the guide I’ve laid out for you here.

What is a lead magnet?
You probably already know, or at least understand the idea, a lead magnet is HIGH quality piece of content, on a landing page, that is designed to do two things….

  1. Establish your expertise and authority in the mind of your prospect
  2. Generate quality leads for your business.

How? Easily. Here’s an example…

I send you to this page (the one you’re on now) from a Facebook Ad.

You want to learn how to generate leads using PPC.

So you’re right in my target market.

I provide you with the Cold and Warm Traffic Campaign guides.

Within the content I offer, in exchange for your first name and email, the “FREE! Complete Guide to PPC for Smart Business Owners”, with the subtext saying…

“Just enter your first name and email and I’ll personally send you The Complete Guide to PPC for Smart Business Owners: an A-Z guide for business people that want to grow their business WITHOUT the learning curve or headaches.”

What is a Landing Page?

Here’s my definition. “A page created around a call to action.”

That simple.

Like in the example above, the lead magnet offer, will be on a “landing page”.

Get it?

If not, don’t worry, you’ll see what I mean soon when we cover the “Hot Traffic Campaign” in the next part.

Summary

Warm Traffic Campaign Review

  1. Leverage Your Pixelled Traffic into A) Low Dollar Sales or B) Fresh Leads into Your Business with a Lead Magnet and Landing Page.
  2. Create Custom Audiences and Lookalike Audiences (to fuel your cold traffic campaign and create highly relevant ads for your warm and hot traffic campaigns).
  3. Force Multiply Your Content Offers
  4. Gauge the effectiveness of your low dollar offers (if you have any)
  5. Get paying customers or highly engaged users

Follow the steps in this guide and you’ll be able to create a marketing “funnel” that converts. You may have heard that phrase, “marketing funnel”, before and maybe you weren’t too sure what it meant. This is what we’re building with these guides. A marketing funnel that you can leverage and force multiply. In the next part we’ll cover how to remarket throughout your funnel and turn paying customers into repeat customers.

Could Your Business Use More Traffic and Quality Leads?

Want to implement this in your business?

Book a free 15 minute consultation with me to learn more about how you can get it done efficiently AND with results you can measure. Book your Facebook Ads consultation now