A couple of months ago, I ran a campaign for a real estate agent in New York. He wanted to attract people who weren’t just interested in cheap housing, but in changing their whole life style. Money wasn’t the issue or the message. Everyone is offering houses for cheap (even if they aren’t). He wanted to sell the quality of life, a quality that would make people want to buy the properties he had to offer.
We created several landing pages to deliver the message with slight variations, drove traffic to those landing pages via Google Ad campaigns, and built up a nice list of potential customers who left us their contact information.
So now what?
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Reach Out To Them
First of all, reach out to them. In our case, people left us both their phone number and their email address, but in most cases, you’ll have your landing page leads email addresses. Send them an email reminding them who you are (they may have signed up a month ago) and what you are offering.
It’s a good idea to have the email ready before the campaign begins, but sometimes that isn’t always an option. When you do decide on the content of the email, make sure that you are echoing the message and design that made your landing page leads want to sign up in the first place. If they were interested in the quality of life that a new apartment was offering, don’t start your email with ‘The cheapest location in New York’.
Use The List To Create A Lookalike List On Facebook
Facebook has a neat feature where you can use a list of emails to create a Custom Audience. Once you have a Custom Audience, you can create a ‘Lookalike’ audience – meaning people who are similar to your existing audience in terms of interests, behaviors, and more. Once you have your Lookalike audience, you can then create an advertising campaign that targets people who are similar to your existing landing page leads, and generate new traffic (and even more leads) at a much lower cost.
Keep Your Landing Page Leads Updated
Don’t leave your landing page leads in the dark. After the initial email, make sure you keep your leads fresh and up to date with the latest information that can help convert them into satisfied customers.
In our case, we made sure to let them know of every new property in the area that the real estate agent found that was in their price range, or that he thought was a good fit for their tastes. And yes, he managed to close more sales that way, even with landing page leads who didn’t respond to the first email we sent.
Segmentation
Not all landing page leads are created equal. Some are just browsing while others are looking to buy a house today. Some are older and have more financial capital, while others are younger and looking to leverage their existing funds with a mortgage. Some are men, and some are women. Some came via Google Adwords, while others came through Bing searches.
In other words, different people will be looking for different content. Segmenting your lead database will help enormously when sending content, as you will be able to send the right content to the right people, at the right time.
Add ‘Share’ buttons
Make it easier for landing page leads to share the information being sent to them via email. It’s an effective tactic as email is seen as a form of social proof — the concept that “if other people are reading this information, and I trust those people, that’s validation that I should read it, and it will be valuable to me.” In our case, the landing page leads that we generated for the real estate agent may not have been interested in the new property that he found, but their friends were just looking for a new apartment.
Add a ‘Share This’ on Facebook or an ‘Email to a Friend’ button to the email that you send to your landing page leads. It’s easy, and it leverages your existing landing page leads to do a bit of online marketing for you.
Using these 5 tips you can use your existing lead database to reach even more leads, and usually at a cheaper cost. So don’t wait – start the lead nurturing process today!
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Avi Kaye is a social media marketing consultant for software startups. In addition to PageWiz, he also writes for himself on his own blog, in between numerous cups of coffee.
