1.   A thorough analysis

We came up with a persona (a  participant of the conference) by examining the characteristics of people interested in the initiative in the age range from 20 to 50 years. Based on the established insights we develop the core idea of the campaign.

2.   Copy and visual creation

Based on the collected data and preferences of the targeted audience we have created short texts with information, describing the key aspects related to the conference. Apart from the details related to the event itself, to grab more attention we presented the profiles of the winners. Besides, the entire communication was conducted in English

Each text was accompanied by graphics which was designed to match the professional style of communication of the LPCC organization.

We established that the most efficient way to acquire more participants is offered by social media. Thus we conduct the communication using Facebook and Instagram as well as LinkedIn.

Campaign on Facebook and Instagram

We promoted the created posts in sponsored FacebookAds campaigns,

to reach as many potential participants as possible, tailored to the profile of the target group. Each post, in addition to engaging text, was accompanied by graphics and a dedicated link redirecting to the registration form.

The campaigns we ran contained a conversion pixel. Facebook pixel is a piece of code for websites and online stores that allows measuring, optimizing, and creating audience groups for advertising campaigns and traffic on the landing page. Thanks to its integration we were able to conduct a more effective advertising campaign, using the actions taken by the audience on the website. Thanks to the FB pixel:

• We checked if the recipients convert on the website and how they switch between devices before converting.
• We made sure that the ads were displayed to the people with the highest conversion rate e.g. attending a conference.
• We created custom audiences for people who take specific actions on the site, such as displaying a key page or submitting a form.
• We have expanded our target group to include people similar to our clients.
• We obtained comprehensive data and performed analyzes on visitors to the landing page.

IMPORTANT:

Apple announced changes to iOS 14.5 that will require all apps in the App Store to alert users of iOS 14.5 and later following the AppTrackingTransparency policy. These changes will affect how you receive and process conversion events from tools like Facebook’s pixel. Once Apple begins to require an alert on Facebook, advertisers targeting iOS 14.5 and later users will be subject to data sharing restrictions. To learn more visit the Business Help Center website.

Campaign on LinkedIn

Posts on LinkedIn have been tailored to generate as much organic traffic as possible. As with FB, each post had a direct link to the registration form. Additionally, partners and speakers were linked to their profiles on this portal. To make it more challenging the campaign on LinkedIn did not have a budget. Therefore, all activities were not supported by paid promotion, and we used only organic traffic.

In addition to the activities related to publishing engaging posts, we took care of the company’s profile:

• We developed a LinkedIn presence strategy.
• We created a page with a custom URL.
• We added the appropriate quality logo and background photo.
• We created a current company description (in English) and additional information about the company.
• We added information about the presence on LinkedIn on the website.
• We put down interactions on the site.
• We used paid post promotion.
• We activated our employees and business partners to be active in the published posts.
• We measured and optimized all activities

Results from the period 12/09/2018-19/09/2018 (8 days)

• 2 359 visits on a dedicated landing page
• 71 leads meaning all the people that completed the form and expressed willingness to be a participant in the study.
• 3% of conversion between visits on the landing page and leads.

Building an effective and efficient way to obtain valuable leads is like a marathon. It requires a lot of training, proper preparation, success, and failures. The latter ones sometimes can be very painful and costly with pain, blood, tears, and stumbles. On the other hand, they allow us to learn the most. If we learn from them, they will ultimately lead to success … in sales. As with marathon preparation, focusing on just one aspect may not be successful.

An athlete without proper preparation will not break the Olympic record if his only weapons are well-designed boots. He or she can win the medal and glory thanks to hard work, training routine, equipment support, and the experience of the coaching staff. We observe a similar process when generating B2B and B2C leads. It also requires more holistic thinking. The success of a lead generation campaign focused on acquiring valuable contacts is dependent on the following factors:

• brand awareness, knowledge, and trust
• effective digital campaign (e.g. FacebookAds, GoogleAds)
• landing page designed for the target group (UX / UI)
• contact with the customer
• effective sales process.

Deficiencies of only one of those aforementioned components may harm acquiring valuable B2C and B2B contacts. Focusing only on generating as much data as possible within the campaign, without taking care of the other elements, may not bring the expected results. It’s not hard to see that the campaign is only an element of the entire picture. Therefore, it is worth the effort to take care of gradual and steady development of all stages.

According to market research conducted by Bain & Company, a dissatisfied client will pass on his frustration and negative feedback about your company to 12 people close to him.