Launching Your First Marketing Campaign

Launching Your First Marketing Campaign

Simon Jenner

Tuesday, 31 October 2023

Launching Your First Marketing Campaign

You are about to launch your Landing page and wondering how to drive traffic to your landing page and get people to sign up for your waiting list? Look no further!

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Startups

You are about to launch your Landing page and wondering how to drive traffic to your landing page and get people to sign up for your waiting list? Look no further! In this post, we will guide you through the steps to launch a successful marketing campaign, with the aim of getting your first 100 signups for a B2B startup and 1,000 for a B2C startup.

Driving Traffic

It's not enough to just push your Landing Page live on the internet and expect people to find it, they won't. You will need to drive people to the page i.e. send them the link or show them an advert that they click on that takes them to the landing page.

Free methods of driving traffic

  1. Social Media: Leverage your social media channels to promote your offer and drive traffic to your landing page. Share regular updates, engage with your followers, and ask them to share your offer with their networks.

  2. Content Marketing: Create valuable content that is relevant to your target audience and share it on your blog, social media channels, and other platforms. This could include blog posts, infographics, videos, and more.

  3. Email Marketing: Send an email to your existing subscribers to let them know about your offer and encourage them to sign up for your waiting list.

Paid Methods of driving traffic

  1. Facebook Ads: Use Facebook Ads to target your ideal customers and drive traffic to your landing page. You can create custom audiences and use targeted ads to reach the right people.

  2. Google AdWords: Use Google AdWords to target people who are searching for products or services like yours and drive them to your landing page.

  3. Influencer Marketing: Partner with influencers in your industry to promote your offer and drive traffic to your landing page.

Typical paid costs

Typically a campaign will last for at least 4 weeks, 2 weeks for the social media platform to learn and adapt (training the algorithm) and 2 weeks of traffic generation.

Each social media advertising platform has a different cost model but most allow you to set a daily or campaign budget so you can control costs.

Here are some estimated costs for your landing page marketing campaign.

Daily Spend $20

Duration 4 weeks (28 days)

Campaign spend $560

You are in control of the budget so you can spend more or less and stop or pause the campaign at any stage.

How many page visits do I need?

This is the million dollar question and we don't know but what we can tell you is it's more than you think. Not each visit to the page is going to result in someone signing up to the waiting list, what we need to establish is what is the ratio or conversion rate of people who visit to people who signup.

The conversion rate of a landing page can vary widely depending on various factors such as the industry, the quality of the landing page, the source of the traffic, and the offer being presented. On average, landing pages have a conversion rate of around 2.35%. However, the top 25% of landing pages convert at a rate of 5.31% or higher, and the top 10% convert at a rate of 11.45% or higher. It's important to note that these are just averages and your landing page's conversion rate may be higher or lower depending on the specific circumstances.

If we use an average conversion ratio of 2% then for every 1000 people who visit the page 20 people will signup. Therefore, if you need 100 signups to your waiting list then you need 5000 people to visit your page. 

Let's look at that over our standard campaign length of 28 days:

5000 / 28 days = 178 page visits per day

The 178 page visits don't need to all be paid, it could be a mix of paid and free traffic.

Tracking traffic

If you are running multiple campaigns at the same time i.e. some free social media activity and some paid Google ads as an example then its important to be able to identify which campaign is converting the best. In order to do this you need to be able to identify where each of the page visit and signup comes from. The way we do this is with UTM's in the links we send out or attach to a paid advert. You can find out more about UTM's here.

Conclusion

Launching your first marketing campaign can be daunting, but by following these steps, you can drive traffic to your landing page and get those all-important signups. Remember to track your results and analyze your data to understand what is working and what can be improved. With the right strategy and execution, you can achieve your goal of getting your first 100 signups for a B2B startup and 1,000 for a B2C startup. Good luck!



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