In this article, I'd like to discuss a situation we encounter quite often in our agency: a client who comes to us needing to set up and optimize a Meta Ads campaign (or any other), hoping that this single campaign will be the solution to their client shortage. Why won't it be? Here are a few words from me.
An advertising campaign in the Meta Ads, Google Ads, LinkedIn Ads, etc. space is a part of your company's marketing activities. Many factors will influence the campaign's effectiveness.
Brand recognition to date
I won't deny that this recognition, built over years or even months, but consistently and engagingly, can improve campaign results. It's long been known, especially in B2B, that RELATIONSHIPS sell, so all existing brand touchpoints will ensure that the people you reach with your ad already know you, or at least recognize you.
What might these points of contact be?
For example: employee and brand activity on LinkedIn, newsletter, blog articles, attendance at conferences, online webinars, live shows, etc.
Your company's landing page
If we're directing campaigns to a landing page that the agency isn't responsible for building and maintaining, let's remember that this page also matters, and not just insignificantly. In fact, it's crucial. The website must load quickly, look good on desktop and mobile devices, and have a well-structured and functional form.
Sales department
So what happens at the stage when the agency provides contacts?
And a lot has to happen quickly, even immediately. I've seen cases where, after calling the contact 30 minutes after receiving their request, we were told we were late because they'd already chosen another agency that contacted them faster. True story!
Check how your company's sales process is structured and what exactly happens in it. – i.e. how quickly contact is made and what conversations with leads look like.
Additionally, you must give feedback to the agency immediately regarding the quality of leads so that the team dealing with ads can optimize the campaign in the case of poor quality of contacts.
Analytics
That is, what the user doesn't see, but what no good campaign can do without.
Analytics can be divided into analytics seen within the advertising system and website analytics (e.g., Piwik or Google Analytics). Let's leave it at that for the purposes of this article.
Well-connected analytics is a GAME CHANGER in lead generation campaigns. An example is the case of one of our clients: Lead campaigns for an international legal aid company
Product or Service
Even if we have taken care of all 4 previous points, if the product or service does not suit potential customers, campaigns, landing pages and analytics will be of no use. Whether your product responds to the customer's real needs and pain points is crucial.
What if the service "didn't work"? Do some more market research, call potential customers, and try to dig up messages that will give you tips on how to improve what's already there. Edit the product/service and try again! :) Don't get discouraged.
Marketing is not magic, but a system of interconnected vessels
Meta Ads (or any other campaign) isn't a magic button that will instantly solve your customer shortage. It's just one, albeit powerful, piece of a larger puzzle, which at KomuKoncept we treat like a game of LEGO. Before we dive into a campaign, we examine every single "brick"—analyzing your business, processes, and technology.
Why do we do this? Because the success of a campaign depends on many factors that must work together:
The foundation, i.e. the strategy: We ensure your brand is visible and its communication is consistent. We operate at the intersection of marketing and technology to ensure you don't waste your budget on campaigns that end up on a poor website.
Strong process, i.e. technology and sales: We ensure your landing pages are optimized for UX and your analytics are flawless. These are key factors in determining whether campaign traffic will convert into valuable leads. At the same time, we act as your advisor, consulting on processes so you can leverage every lead quickly and effectively.
Schedule a free consultation:
Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl