Although sometimes a seemingly simple change can produce spectacular results, we must remember that for this to work, we must have a solid foundation for the campaign. And this requires having a very clear strategy.
At Cyberclick, we apply the funnel advertising methodology to capture leads. This method first starts with understanding how the conversion funnel works, where we can find users in these three stages:
TOFU or "top of the funnel" : These are users who have
phone number database identified a need related to our products and services, but are still far from converting.
MOFU or "middle of the funnel" : At this stage, the user is considering different options, including our brand.
BOFU or "bottom of the funnel" : the user is in the final phase and just needs a push to convert.
Traditionally, we think of the conversion funnel stages in the order I just mentioned, since there are obviously more users in the TOFU phase than in the BOFU phase. But when it comes to lead generation , our method proposes turning the funnel on its head and starting to focus our efforts on the users who are closest to converting. Furthermore, each stage corresponds to different techniques and tactics :
In the BOFU stage , we'll try to attract users through search engine optimization (SEM) and retargeting campaigns. That is, we'll target users who are conducting very specific searches related to our brand or who have already taken some action on our website. It's important to distinguish between branded and non-branded keywords, as the former should have a much lower cost per acquisition. Therefore, my recommendation is to include them in separate ad groups.
In the MOFU stage , lead generation-based social ads are the star. For B2C brands, we recommend focusing on Facebook and Instagram, while B2B brands can launch campaigns on LinkedIn. Another very interesting option is email marketing .
In the TOFU stage , instead of opting for paid formats, it's preferable to focus on content marketing , working very well on on-page SEO and always including a call to action that allows us to generate leads from content recipients.
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