How to generate leads, spend less time on marketing reporting and get more advertising revenue? We share a selection of tips for improving marketing .

1. Track the effectiveness of advertising not only to the application, but also to the final profit

Advertising campaigns can bring you site visits and new registrations. But if you don't know how many leads will eventually become buyers, you won't be able to understand how effective advertising is. When a business only receives applications, it can indicate a wasted budget.

To understand how effectively your advertising is performing, look at business metrics:

• CPO purchase cost;
• Cost of attracting one CAC client;
• Return on investment in ROMI marketing;
• Average check AOV.

2. See metrics across the entire sales funnel

To create a sales funnel, divide the process from the moment you get acquainted with a product or service to purchase into stages: what marketers and sellers need to do to get a user to buy your product.

Understanding how the entire funnel works will give you the opportunity to influence marketing and sales: find bottlenecks and growth points. Count conversions from stage to stage, find ways to increase them. Do not understand how find people free, learn more by clicking on the link.

3. Analyze how users become your customers

Look at the path to purchasing your product through the eyes of the user. This way you will find ways to improve user interaction with your company and increase sales.

To trace the customer journey, create Customer Journey Maps or CJMs. This process is summarized in 4 steps:

1. Specify the points of interaction between the consumer and the service ;
2. Determine the channels of interaction for each point : company website, application, social networks, advertising in search engines, and so on. For offline channels - visiting sales offices, meeting with a courier;
3. Consider a KPI that characterizes the quality of the service at each point.

4. Find ways to influence profit growth: decompose the sales funnel

Decomposition is the division of a whole into parts. Marketers use this method when looking for hypotheses—ideas on how to increase ad revenue.

Sales funnel decomposition is the reverse order of the stages of the funnel - from the fact of purchase to the user touching the ad. At the same time, it is important to determine what factors, channels, marketing and sales activities affect the user's movement from one step to another.

An example of funnel decomposition in e-commerce:

• Before paying for the order, the user sends the goods to the basket;
• Before adding to the cart, he looks at the product card;
• In order to get as many ad impressions as possible, we need to take into account the demand in the product category in which we are promoting our product.

5. Power your ads with marketing models

Marketing models are ways of advertising promotion of goods, services or the company as a whole. These methods are based on the principle of communication, which acts in such a way as to gradually lead the user to the completion of a targeted action - registration, application or purchase. Many people think about people search now, learn more with boddy.

There are a lot of marketing models, the most famous are:

• RACE;
• 4P and 4C;
• WEIGHT;
• Hunt stairs;
• AIDA;
• STORE;
• hadi cycles.

6. Work on customer retention to increase business profits

Motivating customers to make repeat purchases is more profitable than working to attract new ones. If the user has already purchased the product, he is already familiar with its benefits, he solved his problem with your help and trusts the company more than someone who first heard about you.

Even statistics convinces that it is profitable to work with clients. The probability that the current customer will make another purchase is 60-70%. For a new user, this possibility ranges from 5 to 20%. But you will spend the money to attract him in any case.

7. Make sure you use all the ways to get more leads.

In 2021, the lead generation trends are:

• Chatbots are a way in the form of a dialogue in the messenger to collect the necessary information about a potential client and find out his interest in a particular product or service;
• Video marketing - advertising campaigns using video creatives, as well as embedding advertising messages in videos. This format is used by 83% of marketers to increase the number of applications. There are two ways to request lead contacts using a video: before and after the video;
• Influence marketing is reaching out to the target audience with the help of influencers. The blogger acts as an intermediary between the brand and the user, and the story about your product looks like a recommendation. Experts advise paying attention to microbloggers: for companies, this is an opportunity to influence potential buyers;
• DMPs are platforms that combine depersonalized user information from various websites, applications, instant messengers, communication providers, and payment services. Data from DMP can be used to create audiences for advertising, retargeting settings;
• Use of leadgen services — various website widgets (capture forms, callback buttons), automation solutions. With the help of lead generation services, you can, for example, send users a welcome letter with information about promotions or a reminder about an abandoned cart.

8. Regularly check the usability of the site to increase the conversion to the application

A usability audit of your pages and landings is essential if you don't want to lose leads and purchases. A site visitor in 70% of cases will refuse to purchase and close the page if he does not like the site. Leaving a landing page is easier than looking for a convenient form of payment, shipping information, and an “add to cart” button. What must be on the site:

• clear search on the site and the catalog of goods;
• navigation, the ability to return to previous pages or go to the main menu.

9. Work with the semantics of the site and contextual campaigns to get more leads and sales from search

A well-assembled semantic core is a help in the work of a marketer. It can be used to:

• It is better to think over the architecture of the site;
• Collect working advertising campaigns in context.