Two-Step Lead Generation: A Modern Approach to Effective Marketing

When it comes to effective marketing, one of the most powerful techniques you can employ is two-step lead generation. Unlike the traditional one-step approach, where you directly pitch your product or service to a broad audience, two-step lead generation allows you to narrow down your focus and target only those who have shown genuine interest. Here’s how it works and why it’s so effective.

The Traditional One-Step Approach

Let’s consider an example of a business offering Botox treatments. In a one-step lead generation model, you might run an ad that says, “Botox is great, we’re great at Botox, and we have a special offer right now: usually $600, but now it’s $500.” You might even be savvy enough to target women aged 25-55 in your area. While some might respond to this ad, the vast majority will not, either because they’re not interested in Botox right now, they’ve never heard of it, or they’re satisfied with their current provider. This scattergun approach results in a lot of wasted effort and money.

The Two-Step Approach

Now, let’s switch gears and consider a two-step lead generation strategy. Instead of directly pitching your Botox treatment, you create an engaging ad that provides valuable content. It could be a one-minute video discussing the benefits of Botox, an article on for example “How to Get Rid of Crow’s Feet and Forehead Lines,” or a guide titled “Read This Before You Get Botox in .” The goal of this ad is to get people to click on it, watch the video, or read the article.

Using tools like Facebook Pixel or Google Pixel, you can track who interacted with your content. Suppose you show the ad to 100,000 people and 5,000 of them engage with it. These 5,000 individuals have shown a clear interest in Botox, making them a highly targeted audience.

Retargeting for Maximum Impact

With the traditional approach, if you wanted to ensure your ad was seen by 100,000 people multiple times, it would require a massive budget. However, with the two-step approach, you can retarget just the 5,000 people who interacted with your initial content. You can now show them a more direct ad, such as, “If you’re interested in Botox, we have a special deal this month: instead of $600, it’s $500, and if you mention this ad, you get an extra $50 off.”

Retargeting allows you to repeatedly show your ad to a smaller, more interested audience at a fraction of the cost. Instead of needing a million views, you might only need 50,000 views, significantly reducing your ad spend while increasing your chances of conversion.

The Power of Retargeting

The effectiveness of retargeting lies in its ability to repeatedly engage a pre-qualified audience. People are more likely to respond positively to ads they see multiple times, especially when they’ve already shown an interest in the content. This method enhances brand recognition and increases conversion rates dramatically.

Many people find retargeting ads annoying because they follow them around the internet. However, from a marketing perspective, this persistent visibility is advantageous. It keeps your brand top-of-mind, increasing the likelihood of conversion. Don’t let personal biases influence your strategy—trust the process and the results.

The Opportunity of Our Age

The capability to retarget audiences through platforms like Facebook and Google is one of the greatest opportunities in modern marketing. Yet, many local businesses have not fully embraced this strategy, often finding it too technical or complex. This gap presents a significant opportunity for those who can leverage these tools effectively.

Conclusion

Every ad you run must have a clear offer and a defined purpose. By using two-step lead generation, you can ensure your marketing efforts are more efficient and impactful. This approach not only saves you money but also increases your conversion rates by focusing on a pre-qualified audience. Embrace the power of retargeting and watch your marketing success soar.