Marketing Use Cases
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      USE CASE: (Lead Generation) Paid Advertising

      Paid advertising is a great way to drive traffic and help people find your solution. Now that you have the viewers attention, how do you get them to convert? Use your Consensus Demos to better convert highly targeted prospects.

      • Step by Step Process
        • Demos > Create Demos > Advanced Branching Demo
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        • Create an Advanced Demo using buyer personas (Industry, Role, etc…) as the pre-set answers
            • *All answers can lead to the same demo if you do not have unique content for each persona
        • Create paid search campaigns/ads for targeted demographics. (i.e. LinkedIn, Facebook, Twitter, Adwords, GDN, etc)
          • Each campaign/ad should be designed to speak to your buyer persona. (i.e. VP & Directors of Sales in Software companies)
        • Create buyer persona specific landing pages.
        • Add a Consensus demo to each landing page. The advanced demo option will allow you to show a potential prospect a tailored video. If they are in Sales the video will specific specific about sales, if they’re in marketing the same thing will happen.
          • Public Links > Create Public Link > Select Demo
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        • The most important piece of any campaign is accurate tracking. Here at Consensus we use Bizible and Google Analytics on our landing page as well as embed the tracking code on our demo videos. We have to understand how well a campaign is performing and without tracking we’ll never know.
        • We even support UTM Parameter passing to help you track the effectiveness of different parts of your Ad Campaigns. These can be passed to your CRM or Marketing Automation tool using Web to Lead or Webhook integrations. Here is a quick snapshot of the support parameters: 
        • Settings > Integrations> Web to Lead (UTM Parameters are found at the bottom)

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            • Settings in the lower left-hand corner > Integrations > WebhooksScreenshot_481
        • Benefit:
          • Average paid traffic converts anywhere between 1-3%, not so good. With our demo videos we have seen conversion rates between 8% and 32%! Of course your mileage may vary, and campaigns need to be designed correctly and be adjusted to find your sweet spot. But when done right results can/will be through the roof.
        • Landing Page Best Practices
          • Make sure the primary headline of your landing page matches the ad visitors clicked to get there.
          • Make your call to action big and place it above the fold.
          • Use directional cues to direct attention to your CTA (arrows or photos/videos of people looking or pointing at your button).
          • A landing page should have a single purpose and a single focused message.
          • Congruence: every element of your page should be aligned conceptually with the topic and goal of the page.
          • Show your product/service being used in context.
          • Use video. It’s been shown to improve conversion by up to 80%. (Consensus Demo Videos)
          • Edit to remove unnecessary content. Be succinct.
          • Use real testimonials for authenticity.
          • Show social proof via indicators of your social status.
          • Test new ideas using A/B testing. Let your customers decide which message works best for them.
          • If you are selling a book, or giving away an eBook via lead gen, provide a preview to increase trust show that you are proud of your product.
          • Segment by traffic source. Send your PPC, email, social media, organic and banner traffic to separate landing pages for better message match and measurability (which channel performs best)
          • Show your phone number so people know you are real and can interact with you on a personal level.
          • Don’t send inbound traffic to your homepage. Use a landing page!