The Importance of Diversifying Your Media Channels
When you think of a lead generation campaign, what media channels come to mind? Google? Facebook?
Well, what if we told you that using other forms of online media could significantly improve your existing lead conversion strategy and result in higher quality leads?
Recently, Tomorrow Agency had the pleasure of running a lead generation campaign for Everley Estate in Sunbury – a planned community in Victoria that is currently under development. Our goal was to raise buyer awareness of this new community and have them enquire about purchasing a lot or a house and land package.
For this client we took a diversified approach, promoting their brand and content through a variety of different media channels, including targeted email blasts, realestate.com.au, Google, Facebook, Instagram and article amplification via Outbrain.
The result
Google was the largest driver of traffic for this campaign. More specifically, the brand search terms converted over 10% of website visitors to registered sales leads, generating the most leads of all targeting options.
This is a direct result of using other online branded media throughout this campaign. Buyers would have seen the advertising on these other media channels, consumed the branded messaging and subsequently searched ‘Everley Sunbury’ on Google to find out more. Using these other channels creates increased leads, but more importantly, higher quality leads that are more likely to convert to a sale.
Without the use of these other media channels, the overall performance of the Google campaign would have suffered.
So, the next time you are thinking about acquiring leads for your development or community, do not just invest in a single lead generation channel such as Google. Diversify your media to reach a range of different buyers. While the use of these other channels may not bring in as many leads directly, they can vastly improve your primary lead generation campaign results, just as Everley Sunbury has experienced.
If you want to achieve better quality leads, let’s chat! Please call Ant Bray on 0407 850 603 or email anthony@tomorrowagency.com.au.