Have you ever asked the question, “How can I spend less on ads, but still get more leads”?
We assume the answer is YES and it’s likely you’ve asked that numerous times and heard the answer “Of Course I / We Can”, but the results NEVER came.
This is something that we hear over and over again from print companies (and those in the print industry).
The problem is that today everyone thinks they are a marketer.
And in theory we are all marketers, but the difference between those who are good and those who can’t deliver results are the marketers that Don’t Know How to Execute.
So we’ve provided the two things you need to do so that you can spend less on ads but still generate high quality leads. Target a specific customer and create a campaign specifically for them.
*Because we DO Know How to Execute!
Target A Specific Customer
This sounds simple and it’s likely you’re thinking “duh”, but the fact is the majority of print companies don’t do this often.
We are not advocating abandoning everything else you’re doing and we aren’t saying tailor your business to only focus on a single customer segment, but what we ARE saying is start running a campaign that is targeting one specific customer segment to better connect and convert new business.
Here are some ways to best identify a customer segment you can target
- Is there an industry that you have a lot of example work for? This is helpful in legitimizing your expertise and provides a lot of good content for case studies.
- Is there an industry you want to do more business in? This is an easy way to break in.
- Is there something you do that is unique for a specific industry which provides a significant differentiator between you and a competitor? This will help close deals quickly!
Whatever industry you choose to go after you’ll need to target them using social media.
This is the most accurate and cost effective way of targeting buyers in specific industries.
LinkedIn is where most of the print companies are seeing success today.
So let’s talk about campaigns.
Create a Campaign for Your Target Customer
This is the easiest part. There are just a few things to create so that you have a clear campaign for your target customer that will get the to convert as high quality low cost leads.
Here are the things you’ll need to create
- Landing Page with a form
- PDF to download
Start by creating the landing page.
This will include copy that describes an issue that customer segment is facing, a description of what a positive outcome looks like for that customer once their issue is solved and a call to action asking them to download the PDF that shows how they can get to that outcome.
Next develop the PDF they will download.
This can be a case study, a whitepaper, a catalog, a step by step tutorial, etc.
It must be something interesting to this specific customer segment.
Last create an Ad or Ads.
In our experience and research targeting a specific customer segment is most easily deployed on LinkedIn. So the Ad you will be creating is a sponsored post.
This means you will create a post for your LinkedIn company page and then put ad spend against it to expose it to your target customer.
We typically start with 1 ad and as volume picks up or the ad begins to not produce as much try running another version.
The LinkedIn Ads Manager
You will need to have a LinkedIn company page.
You’ll need to create a LinkedIn Ads Account as well to run these ads.
But it produces so well.
Targeting criteria on this platform includes job titles, years of experience, industry, specific companies and more.
By doing this you’ll be focusing your ad spend to a finite audience with a message that speaks directly to them, giving that customer segment a deliverable custom tailored to their needs, which will Convert Like Wildfire!
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