In today’s digital age, online advertising and search-engine marketing are essential tools of the marketing mix. From organic efforts such as content search engine optimization (SEO) to paid tactics like pay-per-click (PPC) campaigns, growth-driven strategies are essential if you want to operate at the next level.
Regardless of the approach, filling your sales pipeline and qualifying prospects fuel success.
Lead qualification is an essential step in the sales process. Without it, you may get leads that ghost you or don’t resonate as the type of client you want to work with. Qualifying leads allows you to decide exactly how to capture leads, respond to them, and convert them into paying clients in the future.
For instance, as a cannabis marketing agency, one might prioritize working with dispensaries that already have their license and a storefront in progress as opposed to a backyard grower who wants help marketing their solo operation.
In a similar fashion, all business-to-business (B2B) brands can benefit from marketing strategies that take this into account. One such strategy is PPC lead generation. It is one of the fastest and most cost-effective ways to bring a steady flow of customers into your sales funnel.
PPC lead generation is a search-engine marketing tactic. Search engines like Google set up a model under which advertisers pay every time a user clicks on their ads. In other words, advertisers are buying visits to their website instead of waiting for those visits to come through organically. Unlike buying followers on social media, this is not a bad thing.
PPC lead generation for cannabis businesses is one of the best ways to attract the right type of people. It also provides a home base to collect emails and create other customer-centric marketing campaigns, such as email nurture sequences or even product research.
From finding qualified leads to cultivating a loyal customer base, there are a host of benefits to paid lead generation through Google Ads.
You can…
- Attract visitors who already are looking for what you offer
- Gain insight into what people are searching for online to refine your messaging and offers
- Learn more about your ideal clients and their search behavior
- Track return on investment down to the penny
Overall, PPC campaigns equip marketers with tailored information about potential customers and give them the means to spread their marketing message in more powerful ways.
Generating high-quality leads at scale with every penny requires proper planning and strategy.
At the core of any successful sales strategy is the ability to provide value to customers. Doing this allows a company to create powerful content and present an enticing offer to encourage leads. It also provides a solid foundation to set campaign expectations, goals, and key performance indicators.
SafelyLock, a leading provider of cannabis packaging solutions, understood the importance of lead generation. While offering a highly customized experience for the industry gives the company a competitive advantage, it also requires a careful pre-qualification and information-exchange process with prospective clients. Let’s look at how this company created a PPC campaign to acquire hundreds of leads and conversions.
SafelyLock’s marketing strategy centered around the company’s strengths as a packaging provider. The team custom-built a landing page with optimized content to leverage the company’s benefits. They launched a Google Ads campaign with this landing page and bid on keywords that maximized the number of leads for their budget.
Capturing leads through a landing page form is not enough to move the leads through the stages of a sales funnel. An intelligently designed PPC campaign includes follow-ups such as free demos, assistance, information, content, offers, and more based on the needs expressed.
In SafelyLock’s case, a landing page encouraged prospects to submit their information via a form. Subsequently, the company leveraged the high intent and developed an email follow-up campaign to help drive wholesale inquiries and qualified leads online.
A data-driven strategy allows SafelyLock to measure online engagement and conversions, and provide its clients with custom, real-time reporting. Ongoing measurement of the PPC performance allows the company to optimize and take advantage of every penny spent on the campaign.
To date, the campaign has generated more than 54,000 impressions and thousands of clicks, and it continues to have a very competitive conversion rate (higher than 10 percent). In addition to an increase in visibility on search engines, the company also was able to gather valuable insight about the behavior and preferences of its current and target customers.
Whether your business is B2B or direct to consumer, regularly capturing qualified leads is a game-changer. When you make a plan to provide value to your prospects, nurture them into loyal customers, and apply a data-driven approach, you can generate hundreds of leads within your budget and keep your business moving forward.
