How to Nurture Leads and Build your Pipeline During the Coronavirus Pandemic
1 April 2020
With many businesses looking for ways to get out of the blocks quickly once the current lockdown situation clears, SilverBullet's marketing specialists have detailed one of the ways that you can help build a pipeline of customers.
With competition likely to be higher than ever, it's important to make sure your stock is going to be seen or you have warm leads to invite to your next VIP event.
With that in mind the following technique can help with these two scenarios for your business:
- Your business has closed its physical location, is operating online only and has immediate sales and/or lead generation objectives
- Your business has closed both its physical and online stores. You can setup powerful new audience profiles which will mature in the meantime; ready to utilise when your business reopens
It’s all about reaching your target audience accurately and cost-effectively. To help achieve this consistently, you should focus on an audience data collection and algorithmic targeting strategy.
This sounds technical and complicated but we can let the platform of choice do most of the hard work. These tasks can also seem daunting at first but, if broken down into their component parts, they can be much more manageable.
Using Facebook as an example, a decent setup can take many forms but a coherent one could look like:
Facebook Business Manager account which takes ownership of your main company Facebook and Instagram assets
Facebook Tracking Pixel from Events Manager. The code needs to be installed either manually (with the help of your web partner), by plug-in or a third-party tool.
If your website doesn’t have these preloaded integrations, to avoid having to install multiple tracking codes in the future (LinkedIn Insight Tag, AdWords Conversion Tracking or Remarketing Pixel), setup and implement a one-time-code container like Google Tag Manager to house them all in an orderly fashion:
Website <> Google Tag Manager <-> Facebook Tracking Pixel + Google AdWords Conversion Tracking + LinkedIn Conversion Tag > Universal Analytics (see image)
Visitor traffic and audience data will begin to collect shortly after the pixel is confirmed as installed correctly.
Using Ad Manager, when your business is ready to advertise again, you’ll be in a strong position to create a relatively basic but very effective funnel.
Depending on your website’s architecture and user flow, you could be able to achieve a lot even with Facebook’s base pixel (page view) code, without any advanced adjustments or additional snippets required. Eg:
- Create and target new, relevant and accurate audience profiles (learn to save website traffic custom audiences > create and test lookalike profiles)
- Retarget customers already browsing your website content and product pages (learn to include + exclude certain saved website audiences)
- Convert customers who stall or exit at the conversion stage
If your website doesn't have a page-for-page user flow and, instead, has a payment modal, plug-in or diverts offsite to a gateway eg Stripe, it becomes more complicated and building 'click events' with Google Tag Manager is probably your best route to success. This is much more advanced and that advice is better served in its own dedicated post or article.
Generally, spending the time to implement the best setup available to you now will pay dividends when your operation, together with the rest of the economy, is back open for business soon.
If you are unsure about your current setup, download and install both Google Tag Assistant and Facebook Pixel Helper extensions for your Google Chrome browser, then visit your website. These extensions will give you a good indication of what your current setup looks like and is a good alert tool in the event tracking codes are duplicated, have existing impediments or become dysfunctional in the future.
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