Lead nurturing is a strategic process aimed at cultivating and engaging potential students (leads) throughout their journey, ultimately guiding them towards enrollment.
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One of the first and foremost things ad campaign managers do involves thinking about their audience—who they are, what their challenges look like, and how they’d benefit from a product or service.
Understanding your audience is critical, so when we are asked by the client to skip the reach portion of a media plan to allocate more budget to the parts that bring in traffic and conversions, we try to educate the client on the importance of establishing visibility with a new audience before expecting favourable action from them.
In this ever-evolving world, gaining mindshare from your audience is essential before making your product proposition to them. That is why major mature brands like Nike and Starbucks still spend millions of dollars on brand marketing without featuring any products.
To gain mindshare, you need to be present where your audience is, at multiple frequencies, and not all of it will be directly attributed to you.
To drive traffic to a brand’s store or app, it has to be visible across all touch points possible.
Once you have gained recognition, you should move on to the next stage. This holds true for any e-commerce or direct-to-consumer brand.
Imagine a new restaurant opened nearby, and you want to try the food, but you are hesitant as you don’t have enough information about the restaurant. As a promotional tactic, they are distributing the menu in your neighbourhood, you get to know about the menu and find it interesting, but you are still not compelled to try the food. Next, you see an ad about the new restaurant on TV multiple times and easily recall the restaurant. Taking human nature into account, you will take the new restaurant into account the next time you want to eat outside.
Here you can see your journey as an audience, which shows how buying something off the shelf happens rarely. You won’t consider buying food from a new place until you have more information about the restaurant that’s a lot like when you bid for conversions from the beginning. The audience may not feel compelled to purchase the product right off the bat until they have more awareness about the product or brand.
By becoming visible where their audiences are, established brands are building a community of buyers.
The most common method used by these brands is Non-Product Advertising, which is when a brand tries to promote an idea, concept, or interest that it feels is important and will resonate with the target audience. In other words, advertising without showing the product.
To put all these theories and examples into action, let’s take a practical approach. Say you have a budget of $1000 to run a launch campaign for your grocery eCommerce website for 2 weeks. We have two media plans for a grocery e-commerce website here
Cost | Est CPM | Impressions | Reach | Est CTR | CPC | Clicks | |
|---|---|---|---|---|---|---|---|
Meta(feed and stories)
| $450 | $4 | 112500 | 37500 | 0.40% | $1.00 | 450 |
Google Display | $350 | $3 | 116667 | 38889 | 0.35% | $0.86 | 408 |
Google Search | $200 | $35 | 5714 | 5714 | 3% | $1.17 | 171 |
Total | $1000 | 234881 | 82103 | 1030 |
Cost | Est CPM | Impressions | Reach | Est CTR | CPC | Clicks | |
|---|---|---|---|---|---|---|---|
Meta(feed and stories)
| $400 | $5 | 80000 | 26667 | 0.80% | $0.63 | 640 |
Google Display | $0 | $4 | 0 | 0.35% | NA | NA | |
Google Search | $600 | $35 | 17143 | 17143 | 3% | $1.17 | 514 |
Total | $1000 | 97143 | 43810 | 1154 |
In these plans, we have assumed the following:
The CPM and CTR for the Reach plan and the Traffic plan are different as they vary according to the objective of the campaign. The Reach plan will have a lower CPM and lower CTR because the goal is not to get clicks but to be visible to more people, while the Traffic plan will have a higher CTR along with higher CPM rates because the goal here is to show ads to only those people who are likely to click.
As you can see here, the number of people who end up on the website is higher (by 12%) in the traffic plan as compared to the reach plan. As a result, more people are getting a first impression of the portal and may even decide to purchase.
In the reach plan, people who you have reached through your ads is much higher (by 87%), and these people have seen your brand at least three times in the past two weeks, which means you have almost doubled (87%) their odds of brand recognition is higher in this plan.
We can consider that people who had clicked on the reach campaign ad might actually be users with higher intent than those who clicked on the traffic campaign ad as the algorithm decided to show ads to an audience that it believed would be less likely to click, but they ended up clicking anyway, which means the ad grabbed their interest, gaining a more qualified audience for your website.
If you have followed this so far you would have understood that for an e-commerce brand the best way to reach an audience and have more sales eventually
will be to take the multi-channelled marketing approach while bidding for reach. This will enhance the consumer journey experience and help the website reach more potential customers which will then contribute to your community of buyers.
Never mind! Our content experts wont spam you with ponderous content.
What I think about when I think about Performance Marketing: “Marketing with data and accountability!”
Imagine that every dime that you spend on marketing is tracked, calibrated and optimised to deliver measurable and tangible results for your business. Wouldn’t this be the only marketing that you would ever do? We call this act “Performance Marketing”.
The ‘Performance’ in Performance Marketing ensures that we create, distribute, optimise and manage communication so that they contribute to your business growth.
Although revenue and profit are most impacted by this practice, for holistic marketing growth, ‘Performance’ needs to be driven for all metrics that are housed inside the marketing funnel and at all stages of this funnel.
A few examples of funnel wise metrics that are worth tracking:
Top Of the Funnel (awareness): Ad reach (among your TG), Ad recall survey results (brand lift surveys) etc.
Middle Of the Funnel (consideration): Click Thru Rate (CTR), Website Sessions, Email Open rate, Email CTR, Bounce Rate, etc.
Bottom Of the Funnel (conversions): Total Conversions (leads, purchases etc.), Abandonment rate, Return on Ad Spend (ROAS), Avg. Order Value (AOV), Cost per Customer Acquisition (CPA), etc.
Not driving any of these metrics could leave holes in your funnel and could lead to customers dropping out of the buyer journey that you would like them to take.
Performance marketing as an approach will ensure your business or brand gets concrete results and an ROI that can steer your business in the right direction.
Never mind! Our content experts wont spam you with ponderous content.
Well the difference between the above ad banners are apparent. One calls the user to take a particular “Action”, while the other simply announces something. The “Order Online” button is the Call-To-Action here and it is a cue or direction indicator for the user to take, to progress to the next step if they are interested in what they are looking at.
Call-to-action or CTA in Digital Marketing is in-fact a “Signboard” informing the user about what would happen ahead and also a motivation for them to perform the activity that you as the site owner desires from them.
Now one might ask: Is it that important that we tell the user what action needs to be taken? Isn’t it always obvious?
Well the answer to this question is an emphatic “No”; it needn’t always be obvious. And this article below will explain why it is fatal to not have a CTA accompanying your Digital Promotions, especially if this is an activity you are doing to solicit a Direct Response.
CTA’s are also important to have on your website, especially if it is an ecommerce website or if you desire a particular action to be taken by users who visit your website or even your blog.
Regardless of the objective you are trying to achieve, it is always important to make the user’s journey as effortless as possible. By using the best Call to Action practices, you are facilitating the user with directions and removing the hassle of making choices based on their guess work.
Good use of CTA on ads and website content, gives clear directions and sets the right expectations with the user, thereby helping users reach their objective without stumbling over all the wrong paths that wouldn’t take them to where they want to go (or where you want them to go).
“And all it takes is a little push”.. so said a much loved antagonist somewhere, but he could very well be talking about one of the tenets of marketing.
Although an in-your-face “Buy Me” is also likely to evoke a negative response, no marketing effort is complete without a subtle motivation for a buyer to progress further in their purchase journey.
Effective and subtle use of CTA in Digital Marketing can bring a whole lot of changes in the user experience and ROI.
On websites and in online advertising, the Call-To-Action is this motivation that encourages users to take the next step in becoming a customer.
“Learn More”, “Enquire here”, “Signup”, “Book now” and even “Watch this space” when used appropriately work as a motivation for users in their journey to become your customers.
This point is the summation of the earlier two points, because if you set clear directions for users motivating them to fulfill the objective you have set, then this should equal a return on the investment you have put into attracting that traffic and bringing them onto your website.
No use or improper use of CTAs could result in a wastage of that investment (time + money). So keep wise and make sure you protect your investments with appropriate use of CTAs.
Now let’s look at a few CTA examples.
If reading this article is the first thing you did today after opening your laptop or phone, then our estimate is that in your journey to this article, you must have seen no less than 3 CTAs.
CTA’s come in different sizes and in different temperatures, with each serving only a particular stage in the Marketing Funnel.
CTA temperature refers to the sense of urgency it creates with the audience, but more on this in a later article.
Below are few of the effective Call to Action phrases that bless our screens occasionally:
We also do see a few high temperature Call to Action phrases examples such as:
And then there are these ecommerce specific CTAs that we never miss:
CTA in Digital Marketing come in a lot of shapes and sizes, but the best CTAs are short yet provide clear instructions and stand out on the screen.
The next time you see one of these, you know what they are called and you should also realize that they have been placed there by an intelligent marketer to enhance the user experience and get the most out of his users.
Now, you could always “ sign up to our newsletter“ to stay in the loop when we release the next article on “CTA Best Practices” .
Have you seen any intelligent CTA’s lately?
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Leading, award-nominated application security testing product, Checkmarx worked with UPILA to break into the Indian market, which poses some challenging milestones.
Client | Checkmarx |
|---|---|
Services | Pay Per Click, Event Promotions |
Performance Growth | 150% |
The leading application security testing product, Checkmarx, was nominated in the Gartner Magic Quadrant Awards repeatedly, undoubtedly hailing it as one of the best in its domains. However, they were experiencing some setbacks in cracking the Indian market. The Indian technological field, despite being one of the most progressive in the world, is rife with open source products in application security testing.
To establish a place in the Indian technology market, we had to target the application security community, which was a very narrow audience. The objectives of our campaigns were to raise brand awareness about Checkmarx in the application security community and to showcase their advantages over similar open-source products in the market.
With scientific experiment-based strategies and campaigns, not less than 60% of the app security community was reached, and some sort of engagement was achieved with that segment of the target audience.
Our point of strength was that we had sufficient audience data from the previous campaign to study who interacted with our ads the most. This enabled us to plan sequenced activities that led to an interest in product demos with a leap of over 150%, an unprecedented growth for Checkmarx in India. We were able to procure an increment of 25% in leads in each stage as a result of the sequenced efforts.
Consequently, we produced a turnout of around 536 people. The click-through rate (CTR) increased by a whopping 300%, the numbers hiking from 2.89 to 8%. The performance on LinkedIn illustrated a 200% increase in CTR. The cost of acquisition was cut down by 50%.
Our exercises were initiated through Inflow Technologies, the premiere exclusive distributor for Checkmarx. Our campaigns also had an extensive remarketing and retargeting phase.
In the first round, we targeted all users in the application security community who were using Linkedin and email. We scoured the internet for contact details of users in this community. These users were targeted on Linkedin as well, and through this fine-tuned targeting, we ensured they knew about Checkmarx and its advantages over other open-source application security solutions available in the market.
After establishing brand presence and ensuring brand awareness in the target community, we proceeded to carry out a Linkedin exercise in the next quarter, starting in February. Our well-defined, specific audience included Chief Information Security Officers (CSO), and we reached out to all CSO’s in India because a premium product like Checkmarx called for targeting a premium audience.
We also did extensive email marketing, especially through Linkedin mail ads, which generated interest among the target community like never before.
We campaigned with personalized emails which ensured the aforementioned interest. The second phase comprised the sequenced exercise.
While in the first phase, we offered whitepaper to users who showed interest in the last campaign, in the second phase, we offered infographics. The third phase went up another step and offered an e-book rich with information.
In the fourth phase of our second campaign, we went on to offer a demo, after which a one-on-one webinar was provided.
In short, our lead generation campaign was complete with brand awareness, offering content assets of various levels in different phases, high-value offerings like a product demo and drew the curtains with resourceful one-on-one webinars that offered interactions with product specialists.
Our multi-pronged approach with personalized email marketing and telecalling created quite the movement towards the solid MQL and skyrocketed the CTR.
Prospective CSO’s were targeted by conducting three events led by partners of Checkmarx. With the kind of data we had, we were able to give Checkmarx a solid audience through lead generation activity. Extensive google search activity based on keyword targeting was also done.
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HPE Storage, the game-changing hyper-converged data centre solutions company, signed up for UPILA’s expertise to capture leads from its target audience.
Client | Hewlett Packard Enterprise |
|---|---|
Services | Pay Per Click, Email Marketing |
A hyper-converged data centre solution targeting companies with data security as their prime concern, HPE Simplivity has been a game-changer in the industry. Some of the most powerful data centres are powered by HPE Simplivity. However, the company faced quite rapid competition in the market. HPE wanted to grab the attention of the decision-makers among its target-audience. We had to generate Market Qualifying Leads for the high-ticket product. For this, we had to attract attention, create brand awareness and run sequential exercises and refining exercises
We ran a campaign for a quarter, focusing on Linkedin sponsored content and email marketing, targeting the audience acutely. A lot of traction was created owing to our sequential exercises and keen observation.
Consistent targeting and retargeting of the highly specific audience through various processes including Linkedin marketing, email marketing and Google search ads procured well above 25 leads in the first quarter campaign, which was unprecedented for such a fairly high-ticket product. With our well-planned strategies, we achieved a 103% increase in Click-through-rate. Further, owing to the refining exercises, we were also able to cut down the cost per lead by 113%.
To begin with, we had a lot of data around HPE simplivity obtained from HPE resources. We had to emulate that voice into our assets as well
The main mediums we engaged in this campaign were Linkedin sponsored content and email marketing. Both were extensively used to create awareness and generate interest among the target group. These channels could be employed well to produce results in the campaign because we knew very well who to target.
Our target audience bucket was well-defined and specific, making it easier to retarget effectively. Our list of specific target audiences included the names of nearly 200 companies. We knew which positions of these companies had to be targeted in our campaigns. We obtained contact details and Linkedin profile links of these decision-making individuals in the target companies and started out with a sequential exercise.
Our sequential campaigns were designed in a way that if the targeted professionals saw an ad of ours and clicked on it, they would get an email from us around the same time, re-emphasizing the product. We were very much familiar with high ticket products and what it took to get qualifying leads for such products. Our strategies must aim at maturing the audience and make them interested in the product, followed by reassessment of their interest.
We clubbed Linkedin ad campaigns and email marketing very well, the latter complementing the former, cementing the interest generated. We also worked on google search ads which is an arena with heavy competition. The target community being narrow, in a vast medium like Google search, only a small group of people who want hyper-converged solutions qualify as potential target audiences. The competition to grab their attention and bidding for the best keywords is a tight race in this particular field.
To beat this competition, we resorted to keen observation of the kind of activity done by competitors and which of them were engaging enough to produce results. This was indispensable to prevent overspending in fruitless pursuits. As a part of the observation and monitoring, we tracked every lead we got back to the source – that is, which keyword search led the user to us. Continuous monitoring and fortification of our campaign activity based on keyword observation and tracking allowed us to modify and improve our list of negative and positive keywords, which enabled us to find the set of keywords that actually performed and brought leads.
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Mars Safety, a safety training institution popular for its NEBOSH and IOSH training, approached us for a lead generation campaign to branch out and get new admissions to their courses.
Client | MARS Safety |
|---|---|
Services | Pay Per Click, Search Engine Optimization |
Performance Growth | 8X |
Mars Safety started out with a single institution in Kochi. As an entity in the increasingly competitive field of fire and safety training institutions, to keep ahead of their competitors, they wanted us to capture potential leads that can be converted to admissions.
Continuously running campaigns with constant data turnover, we were able to curate the right strategies and employ effective tactics that resulted in stellar results. The institution scaled up to four branches from its initial single branch. Our campaigns effectively enabled a growth of 8x times, outperforming every competitor since the beginning. While the requirement was to generate 4 leads in a week, we were able to churn out four entire batches with at least two enrolments a day. The data from run campaigns were enough to set up new campaigns, eradicating the need for tests to marginalise errors.
Over 6500 conversions were procured and reconversion rates were not less than 40%. Click-ads contributed to 60% conversions to leads. About 25% of conversion rate came from remarketing on Google Display. Retargeting on Facebook and Instagram also contributed generously to the conversion rates. Cost per conversion was maintained at a relatively stable rate.
We targeted a plethora of audience, including highly matured audience who were likely to go ahead with their decisions related to professional and academic achievements. We had a large list of audiences obtained from campaign after campaign, from which similar audiences were created on Facebook to be targeted while running ads.
Our main exercises included running landing page ads for leads. These were call-only ads. There were also Gmail-sponsored ads targeting audiences who had emails related to safety training and related content in their inboxes. On Facebook, short video ads promoting the course content were run leading to a conversion rate of 5%.
Continuously running campaigns with smartly chosen effective exercises that targeted the right audience buckets made this campaign an overall success, gaining the institution batch after batch of admissions and a conspicuous popularity and growth.
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IBM Cloud, one of the strongest cloud service providers in the market, reached out to us through Ingram Micro, its distributor in Singapore, for lead generation and subsequent signing up for the services. We were not only able to generate leads, but showcased unprecedented results in leads, engagement and conversions.
Client | IBM Cloud For Ingram Micro |
|---|---|
Services | Pay Per Click, Paid Search. |
Performance Growth | 2x |
IBM Open Cloud, a strong cloud services provider in the market providing an exhaustive suite of solutions on their platform wanted to generate leads and sign-ups. They are efficient with services starting from app modernization to disaster recovery which is more than their competitors offer. But their popularity was not prime among SMB’s and startups.
Ingram Micro, a worldwide distributor for IBM Singapore, connected IBM to us to improve their popularity among their target audiences which included SMBs and startups. IBM was providing hundreds of dollars worth of credit points which was an attractive offer for their target audience that we could use.
Our lead generation campaign was an unprecedented success. We achieved excellent numbers in the Linkedin Message campaign. We used a sponsored messaging campaign and procured an average click-through-rate of 60%. The campaign ran for two quarters. We also achieved a 60% open rate for Linkedin In-mail ads.
A CTR of 11.4% was maintained through the two quarters on Google search ads. There was a continuous flow of leads and the popularity of IBM Open Cloud shot up remarkably. The number of engagements generated were double in comparison to previous campaigns.
Further, leads for the exercise came from a startup incubator who required 100 licences which led all the startups under that incubator to sign up on IBM cloud, aiding the campaigns in sign-ups.
Our main strategy included exercises on Linkedin and Google Search. We targeted startup ecosystems and accelerators in our campaigns. We identified these individuals and embarked on focused activity on Linkedin.
Mail campaigns through sponsored Linkedin messages and ad campaigns through Linkedin banner ads, Google search ads and Google display ads were our planned exercises.
The Linkedin exercise was launched targeting SMBs and startups. We also targeted other industries like government sectors,law firms etc who required high-security cloud solutions. It was an advantage on our side that IBM Open Cloud Services and solutions were well-known for and efficient with regard to security and data privacy more than their competitors.
Google search ads targeted users who looked up open cloud solutions. We made use of paid search results and this made it easy to narrow down the target audience. Google display ads exercise targeted developers of apps for clouds, individuals researching clouds and other professionals in the IT departments of various SMBs and startups. We also targeted Specific Search keywords which are cloud related and keywords belonging to results bringing up their competitors as well which brought in promising leads.
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Asset Homes, one of the best real estate development firms in Kerala, required a campaign to generate 6000 leads in 6 months time, which resulted in not just the expected number of leads, but an increase in return rate as well as the budget.
Client | Asset Homes |
|---|---|
Services | Pay Per Click, Youtube Video Ads |
Performance Growth | 100% |
Asset Homes, a builder and one of the best real estate development companies based out of Kerala wanted us to generate 6000 leads for them in six months’ time. We had connected with the client at a Google event called Google Breakfast. They liked our proposition and signed up for a lead generation campaign that procured actionable leads.
Our dynamic search campaigns and aggressive marketing and remarketing strategies yielded much more than the expected return rate of 5-10%. The remarketing regained 24% of the dropped users.
The primary source of leads for Asset Homes is the NRI audience looking to buy property for when they come back to settle in the native. We created separate campaigns for each different property Asset Homes had on their catalogue. As a principle, we treated the NRI audience separately from the domestic audience since their needs tend to differ. We also made sure that we didn’t run the same campaigns for the two audiences. Separate landing pages were also created for the NRIs and domestic audiences so that the leads didn’t mix up.
Our main exercise involved dynamic search campaigns. Several landing pages were set up on the Asset Homes website for users to be led to from the ad campaigns. When users searched with the targeted keywords, the Google Search Ad system retrieved the most relevant pages and the Asset Homes landing pages came up in searches with these targeted keywords. This turned out to be the most reliable search campaign.
We also utilised Google Display ads which targeted primarily the NRI audience. Whenever someone consumed Malayalam content, ads of Asset homes were displayed to them generating interest and leading people to the landing pages showcasing properties in locations they desired. This resulted in driving a total of 6000 leads to Asset Homes landing pages in the season, which was perceived as extremely valuable numbers. Furthermore, we ran Youtube ad campaigns with the video featuring the brand ambassador Prithviraj targeting an in-market audience.
Through aggressive remarketing strategies and dynamic remarketing, we ensured we retargeted the users intermittently, as frequently as every week. Content about the properties, amenities, facilities in the neighbourhood etc was shown to the potential customer who came to the landing pages.
We also ran Gmail sponsored promotions in which everybody among our target audience, ie. Keralites living outside India, who had any sort of communication in their Gmail inbox related to real estate were targeted.
Thus, with step-by-step dynamic marketing and remarketing campaigns, the results exceeded our targeted numbers.
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A prominent Engineering College in Telangana seeking to secure admissions through digital marketing for the first time. Despite the raging pandemic and the resultant uncertain grounds in the higher education sector, we aced the project delivering 200% of our promises.
Client | Vaagdevi Engineering College |
|---|---|
Services | Brand Awareness and Lead Generation. |
Performance Growth | 200% |
Vaagdevi Engineering College in Telangana had never done digital marketing to procure admissions before. So, when we were connected to them through a lead from the startup incubator T-Hub, we had to start from scratch. The task was to obtain maximum admissions amidst the pandemic, within 3 months during the admission season.
This was an unprecedented task for various reasons. This was the institution’s first attempt ever to solicit admissions through digital marketing. Further, being in the middle of the raging pandemic, the time was quite uncertain for the higher education sector, too, as was the case for other sectors, posing the challenge of being prepared to face much unknown strife
With a well-curated strategy that accommodated a design that encouraged testing and reiteration whenever required throughout the various stages of the assignment, we were able to turn out a whopping success within the promised time. We delivered 200% of what we had committed to do. The college’s website traffic hiked by 150% owing to the effective targeted advertising. We were also able to cut down the cost per lead by more than 50% of what we had started out with, within three months. Further, our marketing pushed the Vaagdevi Engineering College to get unprecedented search volumes among the engineering colleges in Telangana, jumping from ninth to fourth in the search volume.
As a client without prior history of soliciting admissions through digital marketing, Vaagdevi Engineering College posed as a fresh canvas for us to perform in. We planned a 360 degree demand generation strategy to secure admissions to the college during the heat of the pandemic.
Our first strategy was to form the ideal audience bucket. The target audience we curated consisted of individuals or users who consumed content related to not just engineering entrance exams, but the ones who were consuming board exam-related content as well in the recent past. We also filtered out an audience based on their search habits and targeted users searching for engineering entrance related contents and keywords. We also furthered our reach by targeting users who visited websites of engineering colleges.
Our marketing strategy made use of four channels: Google search, Google display, Facebook Ads and YouTube ads in sequence, of which the display ads and video campaigns helped enhance the reach most.
Another strategy we carried out was using multiple landing pages. We designed a primary landing page for all our target audience to reach at. From there, the audience was classified and filtered according to their streams of interest. Thereafter, a dedicated landing page was designed for each stream so as to remarket each course to its specific target audience.
Consequently, a spike was observed in Google trends within 3 months through Search volume tracking, with an impressive leap from 9th rank to 4th. The immense success of the online marketing campaign resulted in a stellar admission rate to the institution that made our client content enough to tie up with us in future academic years, too.
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