Online lead generation used to include a complicated web of offers, ads, landing pages, and tracking codes. This scared away many businesses who could seriously benefit from lead generation. Luckily, we’ve since entered the era of leads without landing pages. This cuts the number of pieces in your lead generation campaign by half, saving you time, money and headache as you build a lead generation funnel. The key is to keep it simple by using the 3 Rs of lead generation without landing pages.
Rev Up Awareness
A lead generation funnel keeps a steady stream of potential leads in the pipeline. As you move people through the funnel your messaging becomes more direct and targeting more narrow. But first, you need to introduce people to your product or service with broad spectrum targeting to a wide range of people. They should have a basic interest or need in your offering, but hitting a larger group first will give you a bigger pool to narrow down and refine down the line. And while it sounds counter intuitive, this can also keep costs low. Hyper-specific targeting often comes with a higher cost per users, while a more general audience can be served ads efficiently at as lower cost. You’re not looking for clicks to a landing page, which also keeps costs low. These ads are purely for brand awareness, so your goal is to maximize reach and impressions.
Retarget Your Prospects
Once you’ve run your first batch of general awareness ads optimized for broad reach, you can begin to finetune targeting to hone in on solid lead prospects and move them through your lead generation funnel. Start by retargeting those that viewed with your awareness-based ads. Follow-up with a stronger call-to-action and direct messaging to really get them engaged with your brand.
Analyze your ad performance to look for patterns and determine which type of people were most likely to view or interact with your ad. Extrapolate beyond the raw data to hypothesize why these people are better targets than others; really try to get inside their mind and add a layer of psychographics to know demographic data. Evaluate your current targeting mix and expand with lookalike and similar audiences, matching them up with key interests from your most engaged prospects. Target these new groups with your first round of awareness ads and repeat the process as needed to keep your lead generation funnel full, all without any landing pages.
Run Your Lead Ads
Now that your lead generation funnel is full and pumping out prospects, you’re ready to run some lead ads targeting those who have seen your branding and awareness campaigns. You can also target current customers with upsell opportunities; just make sure to vary the campaign creative and speak to each audience’s unique need. You may want to segment into several different categories, depending on your brand offering. The good news? You still don’t need landing pages or complicated tracking. Just a few creative mixes and some solid ad units with self-contained lead forms that make generating leads without landing pages possible and profitable.
Remember to follow up with these new leads via email and nurture those leads to reap the rewards of converted customers! Happy lead generation…without landing pages.