Marketing is not a cost, it is an investment. All marketing has a return. That's what he said rafael lopez, CMO of Birdclick, during the second day of the Canal Connect, congress held by Canal Solar in São Paulo (SP)
The expert, who participated in a panel on paid traffic and strategies for capturing leads in the solar energy market, said that such traffic is nothing more than appearing on the Internet through paid media.
“In this case, it’s reaching people who don’t know your brand, reaching people you want to discover, through a paid method. It’s taking it from a social network, blog and taking it to your website, portal and so on”, he explained.
Which platforms to use?
Mike Lins, head of Traffic and Tech at Birdclick, who was also present on the panel, said that there are several platforms, but what will underpin all of this is the strategy.
According to him, platforms are just a channel. Companies, in this case, cannot be “trapped”. “What will be the basis is the strategy behind the platforms, from capturing leads, working with the customer at the base, following up and closing, as well as the lifetime that the customer will remain at the base”.
“The acquisition cost is high today, because the solar energy market has become very popular in recent years. Consequently, the cost for traffic has increased greatly,” he said.
Given this scenario, Lins emphasized that companies need to work on strategies beyond paid traffic. “We know that the cost per lead is expensive, so we carry out planning not only focused on the cost per lead, but also working with customers on a foundational basis to retain them.”
“Let’s assume we capture a lead for 10 reais. This lead will remain at the base for one year. Therefore, you have to try to see how much this lead spent during a year. Let's assume he purchased 100 plates. In this case, we try to encourage repurchases. Cheaper than bringing in a new lead is working on the base lead”, he stressed.
Regarding which platforms to use, which are providing more results for end customers, the head of Traffic and Tech commented that Google works a lot. “As much as we already know it, it’s the basics guided by strategy.”
How to define a value to insert in the campaign?
To Fabio Wendling, executive partner at V4 Company, it is recommended by the market that every company invests 3 to 5% in marketing, from team, process, tools and media contributions.
“Within this, we have to understand that there are intention media, like Google, where people search for the product and want to understand more. This area is where the public is 'hottest',” she reported.
“In addition to this, there is the attention media (the 'colder' public) such as Instagram, Facebook and LinkedIn, which is meant to get their attention. I would invest, for example, 70% in Google and 30% in the 'colder' audience”, concluded Wendling.
