B2B Lead Generation Ad Writing Tips

1
B2B Lead Generation Ad Writing Tips

• The latest thinking on writing adsfor
  lead-generation campaigns
• Or How to increase response 50 to 100

2
3 ways to increase leads in e-mail newsletter
advertising

• Have something thats a real offerwhite paper,
  video, sample kit, etc.
• Try a different offer (or same offer, new copy)
  with each newsletter you sponsor (avoid
  repitition)
• Ad copy should sell them on clicking the offer,
  NOT your product, service or company.
• E.g., instead of extolling virtues of model 5300,
  tell them what theyll expect to learn by
  downloading white paper

3
Real-world case study a copywriting makeover
Hmm, how did they do this?
4
Before

• Headline literally says nothing
• Description is company-centric, not user-centric
• Image What the heck is it?
• Links give no reason to click
• 57 leads first time (not bad)
• 34 leads second time (going down)

5
After

• Headline promises a payoff in knowledge (How to
  design)
• The word Video in headline 15 lift in
  clickthrough
• Copy is user-centric and sells the idea of
  clicking
• Image human faces engage!
• Image Video play button
• 78 leads (more than double)

129 increase in leads produced
6
Iteration 2

• Same offer
• New image
• Slightly different head
• New white paper offer
• 78 leads (didnt go down)

7
Its all about their pain points

• Headline, copy and image must promise payoff.
• Users must SEE THEIR PAIN POINTS in your
  headline.
• Yeah, were having thatproblem here, let me
  click to find out answers
• Features benefits not nearlyas effective as
  issues and pain points

8
Multi-ad sponsorships

• Make sure each ad is offering something that they
  can respond to!
• Offer an enticing mix of white papers, videos,
  blogs by your in-house experts, PDF brochures,
  etc.
• Remember, the time to sell your product is AFTER
  youve engaged them (after they click).