Comprehensive Ultimate Learning Tool: Retargeting, Social Media Strategy, Lead Qualification, and KPI Tracking

This learning tool integrates the latest best practices for Retargeting, Social Media Strategy, Lead Qualification, and KPI Tracking to provide employees at Markage with a clear, actionable guide. Whether you're new to digital marketing or experienced in the field, this resource will help you leverage essential tactics for increasing conversions, engaging with customers, and measuring success.

Let’s explore these strategies in detail, making them easy to understand and apply.

---

Section 1: Retargeting – Bringing Back Potential Clients

What Is Retargeting?

Retargeting is a digital marketing strategy where ads are shown to people who have already visited your website but left without converting (e.g., purchasing or signing up). It allows you to remind potential customers about your services, bringing them back to your site when they’re ready to take action.

Why Retargeting Matters:

Only 2% of website visitors convert on their first visit, meaning 98% of leads leave without taking action​(The How And Why Of Reta…). Retargeting helps re-engage these warm leads, increasing the chances they’ll return and convert.

Key Types of Retargeting:

1. Site-Based Retargeting:

   • This involves showing ads to people who have visited your website on other platforms they browse, reminding them of your offerings.

   Example: A visitor to your service page who leaves without making a purchase sees an ad for that service on another website, encouraging them to return.

2. Email Retargeting:

   • Ads are shown to people based on their interaction with emails you’ve sent. For instance, if someone opens an email but doesn’t click through, they might see ads related to that email later.

   Example: A person who opened an email about a product launch sees an ad for that product as they browse online.

3. Social Retargeting:

   • This approach targets users who have engaged with your social media profiles. They’ll see retargeting ads that are aligned with the content they interacted with on platforms like Facebook or Instagram.

   Example: A user who liked one of your Instagram posts sees an ad for your services while scrolling on Facebook.

How Retargeting Works:

• Cookies: When a person visits your website, a small piece of code (a cookie) is placed in their browser. If they leave without converting, this cookie triggers your ads to display as they visit other websites.
• Real-Time Bidding: Once they visit another website, an automated process bids for ad space on your behalf. If you win the bid, your ad will appear on the page they’re browsing, encouraging them to revisit your site.

Best Practices for Retargeting:

1. Set a Frequency Cap:

   • You don’t want to overwhelm users with ads, so it’s essential to set a frequency limit on how many times a user sees the same ad. The sweet spot is typically between 17-20 impressions per month​(The How And Why Of Reta…).

2. Rotate Your Ads:

   • Refresh your creatives every few months to keep your ads engaging. After a few months, click-through rates typically drop by 50%, so you should create multiple versions of each ad​(The How And Why Of Reta…).

3. Measure Success:

   • Use tools like Google Analytics to track retargeting success by monitoring website traffic and return visitors. Even if people don’t click on the ads, you can measure whether your retargeting efforts are driving direct visits to your site.

4. Avoid Bidding Against Yourself:

   • Using multiple retargeting providers at the same time can result in bidding against yourself, which increases ad costs. Stick to one provider at a time to manage your retargeting campaigns efficiently​(The How And Why Of Reta…).

---

Section 2: Social Media Strategy – Building an Effective Presence

Creating a Social Media Plan:

An effective social media strategy requires proper planning and execution across platforms. Each channel serves different purposes, and your strategy should reflect those differences.

Key Steps for Social Media Success:

1. Channel Ownership:

   • Assign each social media platform to specific team members. This ensures content is tailored to the platform’s audience.

   Example: Assign one person to manage LinkedIn for B2B posts, while another handles Instagram for engaging visuals and company culture.

2. Develop Buyer Personas:

   • Knowing your audience is crucial. Build detailed personas that highlight their pain points, interests, and preferred social platforms.

   Example: If your audience is made up of marketing professionals, LinkedIn and Twitter might be your best platforms.

3. Content Consistency:

   • Establish a content calendar that balances evergreen content with current updates. For instance, blogs, case studies, and how-tos can be supplemented with product updates or event promotions.

   Example: Post three educational blogs and one product update per month.

4. Engage with Followers:

   • Engagement is key to social media success. Respond to comments, join conversations, and foster a community around your brand.

   Example: Comment on industry-related posts and answer customer questions quickly.

KPIs to Track on Social Media:

• Engagement Rate: Measure likes, shares, and comments to see how your content resonates.
• Referral Traffic: Track how many people visit your website through social media.
• Conversion Rate: Determine how many social media visitors become paying customers or leads.

---

Section 3: Lead Qualification – Focusing on the Right Prospects

What is Lead Qualification?

Lead qualification is the process of determining which prospects are most likely to become paying customers based on specific criteria, such as fit and intent.

The Two Key Elements of Lead Scoring:

1. Fit Scoring:

   • Evaluate how well a lead matches your Ideal Customer Profile. This includes factors such as industry, company size, and the lead’s role within the organization.

   Example: A decision-maker from a medium-sized technology company with a high need for your services would receive a high fit score.

2. Intent Scoring:

   • Measure how interested the lead is based on their behavior, such as downloading resources, attending webinars, or visiting your pricing page.

   Example: A lead who attended a webinar and requested a demo shows high intent and should be prioritized for follow-up.

Best Practices for Lead Qualification:

• Segment Your Leads: Use both fit and intent scores to segment your leads into categories. Focus on high-fit, high-intent leads first.
• Continuous Scoring: As leads interact with your brand, continue updating their scores to reflect new behaviors.
• Personalized Outreach: Tailor your outreach efforts to match the lead’s actions and needs. High-intent leads should receive more immediate, direct outreach.

---

Section 4: KPI Tracking – Measuring and Optimizing Performance

What Are KPIs?

Key Performance Indicators (KPIs) are measurable values that track how effectively a business is achieving its objectives. Tracking KPIs helps you understand what’s working and what needs improvement.

Types of KPIs:

1. Marketing KPIs:

   • Track the performance of marketing efforts, including lead generation, traffic, and conversions.

   Examples:

   • Conversion rate: The percentage of visitors who become customers.
   • Cost per lead: The amount spent to acquire a lead.

2. Sales KPIs:

   • Measure the effectiveness of sales activities, such as closing rates and revenue growth.

   Examples:

   • Sales qualified leads (SQLs): The number of leads ready to be contacted by sales.
   • Average deal size: The average revenue generated per deal.

3. Customer KPIs:

   • Focus on customer retention and satisfaction metrics.

   Examples:

   • Customer Lifetime Value (CLV): The total revenue expected from a customer during their relationship with the business.
   • Net Promoter Score (NPS): Measures customer satisfaction and the likelihood of referrals.

Best Practices for KPI Tracking:

1. Align KPIs with Goals:
   • Ensure every KPI is aligned with a specific business objective, such as revenue growth or increased brand awareness.
2. Regular Monitoring:
   • Track KPIs regularly and adjust strategies as necessary. Use weekly or monthly reports to gauge progress.
3. Set SMART KPIs:
   • Make sure your KPIs are Specific, Measurable, Achievable, Relevant, and Time-bound.
   Example: “Increase conversion rates by 10% over the next quarter.”

---

Conclusion: Integrated Strategies for Success

By integrating retargeting, social media strategy, lead qualification, and KPI tracking, you will be better equipped to contribute to Markage’s growth and success. These tactics not only help bring potential customers back, but they also ensure that you’re engaging with the right audience, using the right messages, and measuring what matters most.

Here’s a quick recap:

• Retargeting helps bring back visitors who left without converting.
• Social Media Strategy ensures you engage the right audience on the right platforms.
• Lead Qualification prioritizes high-fit, high-intent leads for more effective sales outreach.
• KPI Tracking helps measure performance and optimize future strategies.

Leverage this guide as you implement these practices, and feel free to revisit it to sharpen your skills. Your efforts are key to Markage’s continued success!