Surprise

Must Reads On A Thursday

Must Reads: 13th August 2020 | An earlier send out of Must Reads this week includes; Work smarter not harder, why to know your limits, how toxic people trick you, oatly the new Coke? And why CCB (caring, connection belonging) is so important!

Also this week’s Must Reads includes 5 top tips from Marketing and Lead Gen leader Simon Fieldstead.

—Thursday Fun—

Something to get you through the end of the week, a sloth selfie…

—Ways To Support & Share Must Reads— 

💭 Share to work friends on Slack or Teams  📧 Forward this email to colleagues at work  👔 Share to professionals on LinkedIn 🐧 Share on Twitter (I’m @dannydenhard if you want to talk to me)💭 Send to a Group on iMessage or WhatsApp 

—Must Reads—

  1. Work smarter not harder - don’t fall for hustle 👏 - Link Stop falling for outworking or working harder, it doesn’t always pay off

  2. Confidence Tricks - How experts know their limitations ℹ️- Link

  3. Why we let toxic people fool us 👀 - Link Important read especially if you are unhappy at work 

  4. Are ‘work gyms’ the future for productivity? 💪 - Link Focus and the ability to deepwork is so important

  5. There are people using Facebook and Instagram as search engines, here’s why thats not the best idea 🕵️‍♂️- Link 

  6. Is Oatly the new Coca-Cola… 🥤 - Link

  7. The upcoming coffee crisis explained ☕️ - Video Link

  8. Why airbnb and blockbuster might have just rolled out a genius marketing campaign 📼- Link

  9. Here is a good thread about challenger banks (Monzo, Starling & Revolut) and why they are losing money 💵 - Link Surprise, word of mouth and fatigue are serious factors

  10. Ever wondered what font is used in famous logos? 🔗- Link

  11. Want your own zoom background? Giphy now lets you create for all your video calls needs 📸 - Link Design & brands teams beware 😉 …

  12. Would love your thoughts and vote on your working hours since lockdowns came into play 📊 - LinkedIn Poll Link

  13. Why caring, connection and belonging is important in the current workplace (with Brené Brown) ♥️ - Video Link 

Q: Do you miss any of these? Let me know…

—5 Tips—

This serving of 5 Tips come from my long term friend and Marketer leader Simon Fieldstead, here are 5 B2C Lead Generation Tips:

1/ Measure your CPA: A common mistake made when running a new lead generation campaign is to decide whether a campaign was a success or not by measuring the cost per lead (CPL). When in fact the most important metric to pay close attention to is how much did it cost to generate a sale (CPA). More often than not, by listening to user feedback and optimising the customer journey accordingly, we can produce a more informed prospect; that is more likely to convert to a sale. This in turn results in a higher conversion rate and a lower average CPA, thus rendering the upfront CPL cost irrelevant.

2/ Optimise the good and the bad. When analysing the results of a campaign, we often look to increase our spend on ads or audiences that have generated the highest volume of sales. There is nothing wrong with doing this, we may however see our CPL increase slightly. A high proportion of us will disregard the elements of a campaign that didn’t perform. However, this data is just as valuable. By analysing and then tweaking the message or tone of your marketing to these audiences we can often elicit a better response, resulting in more leads for the same budget.

3/ Integrate your lead gen strategy with your social CRM strategy. Brands spend a vast amount of time communicating and listening to the voice of the customer through social media. Leveraging this strategy to reach new customers or lapsed customer game be a game changer for lead generation.

4/ Get a head start research the competition. We live in a noisy industry and more often than not someone has already tried or is currently running a similar campaign to the one that you are about to launch. By investing in ad spy tech like AdPlexity you are able to quickly search and find ads that are promoting the product or service you are promoting. All that is needed is a little research (by way of testing) into what is working and what isn’t; and there you have it, a head start!

5/ Test Test Test. My final tip and probably the most important is to include and ongoing process of split testing. At any one time you allocate a minimum of 10% of your budget to split testing images, headlines, bidding strategies, audiences, scheduling. Essentially all the nuances of a campaign. But please bear in mind that testing too many things at once will make it almost impossible to identify the causes of fluctuations.

➡️ Follow Simon on LinkedIn

Thanks for reading, I’ll see you next week. 

Danny Denhard

Connect With Me: LinkedIn // Email

Follow: Focus On LinkedIn