Demand Generation
4th Industrial "Marketing" Revolution
If you go to a hotel and are a Platinum+ level member of their loyalty program, even the best chains usually don't remember what pillow you used.
When you have resorted to paying for leads, clicks, ads or other ways to buy the first stage of your marketing funnel, you need to make sure you get the most out of it.
Every time you pay Google or another PPC provider for an add, get:
- An actual lead into your funnel (use negative keywords, good landing pages and clear call to actions to make every click count)
- Use every click to test something. Each time you pay someone say $3.50 for a click, you have an opportunity to learn something. Each Ad should be an A/B test providing you market research feedback.
- Amplify great content that over time could rank organically. Not only should your landing page for the click be good so it will actually convert people, it might actually be something people will share and thus become organic content over time.
Make every PPC dollar you spend count by letting it do three jobs instead of one.
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AUTHOR
Stijn Hendrikse
Stijn is Kalungi's co-founder and board member. He is a serial SaaS marketing executive and has over 30 years of experience working in software marketing. He is co-author of the T2D3 book and masterclass that helps startups drive exponential growth.