Lead Generation

Lead Generation Project Brief

Project Title:

Enhanced Lead Generation and Conversion Campaign for Amazon Brand Owners

Objective:

Develop and execute a comprehensive lead generation and conversion campaign targeting three specific Ideal Customer Profiles (ICPs) within the Amazon Brand Owner segment. The campaign must leverage the advanced targeting capabilities of Meta’s advertising algorithm to identify and attract high-intent prospects with tailored solutions for their unique pain points and fears. The emphasis will be on maximising Return on Ad Spend (ROAS) and Return on Investment (ROI) for RT7 through a meticulously managed 'Done for You' service. The result is leads that are target clients that are acutely aware of the service that is being presented to them. Impressions and clicks without leads is meaningless other than pointing to failure of the campaign.

Target Audience:

• Some Amazon Brand Owners are not necessarily active on LinkedIn but present on Meta platforms.

Some Amazon Brand Owners are not necessarily active on Meta but present on LinkedIn platforms.

• Specific focus on Brand Owners seeking or reacting and engaging in content that is specific about PPC management, strategic account handling, and end-to-end account management solutions.

ICPs to Target:

1. **ICP 1: Amazon PPC Assistance Seeker**

• Pain: Complexity of Amazon ads requiring constant attention and expertise.
• Fear: High spend without guaranteed returns.
• Desired Guarantee: Assurance of effective PPC management and performance-based results.

2. **ICP 2: Comprehensive Amazon Account Management Seeker**

• Pain: Overwhelmed with managing all aspects of their Amazon account and in need of strategic advice and a la carte services.
• Fear: Risk of engaging an incompatible agency leading to business disruptions.
• Desired Guarantee: Flexible and expert services with an understanding of the brand's unique requirements.

3. **ICP 3: Full Amazon Account Outsourcing Seeker**

• Pain: Requirement for an agency to take charge of the entire vendor account management in exchange for a sales percentage or a retainer.
• Fear: Long-term commitments with uncertain outcomes.
• Desired Guarantee: Expert service provision with advanced tools and aligned interests with the brand.

There should be an exhaustive list of pains and fears identified and communicated for each ICP, so that the ICP feels that we are speaking directly to them and the fears are allayed and the risk of moving forward is low.

Campaign Elements:

1. **Research and Analysis**

• Conduct thorough research into the pains, fears, and behaviours of the ICPs.
• Investigate competitor's funnels for insights (funnel hacking).

2. **Ad Creation**

• Craft ad copy that directly addresses the ICPs' specific issues.
• Develop engaging adverts (static or video formats) highlighting a High Value Content Offer (HVCO), such as an eBook addressing the critical aspects of managing Amazon PPC effectively.

3. **Lead Magnet and Conversion Process**

• Create an OPT-in page to capture leads by offering the HVCO.
• Design a landing page with an irresistible Godfather offer that mitigates their fears and directly answers their needs.
• Enhance the landing page to increase the perceived value of a follow-up call, promising substantial strategy insights regardless of conversion.

4. **Retargeting and Nurturing**

• Implement a retargeting strategy for individuals who do not convert initially.
• Maintain engagement with a series of targeted emails, tweaking the messaging to reflect alternative but related solutions.

5. **Performance Management**

• Design and manage the end-to-end solution, including strategy development, target research, ad management, and conversion tracking.
• Regularly report on ROAS and ROI, with a focus on continuous optimization.

Expected Outcomes:

• A streamlined lead generation system that identifies and attracts the right prospects from Meta's user base.
• A robust nurturing system that addresses each ICP's reluctance and converts them into high-value clients.
• Measurable results with a focus on financial return indicators.

Bidding Instructions:

Please submit a comprehensive proposal outlining your approach to achieving the objectives described. Include case studies or examples of similar successful campaigns, proposed timelines, budget estimates, and your strategy for ensuring a high ROAS and ROI. Preference will be given to experts with proven experience in managing Amazon Brand Owner campaigns and deep understanding of Meta’s advertising algorithm.

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**Note for Bidding Experts**: This brief aims to create a highly targeted campaign for Amazon Brand Owners on Meta platforms. Your experience with e-commerce platforms, particularly Amazon, and the ability to use Meta’s algorithm to find and retarget similar high-intent users will be crucial. Your proposal should reflect a clear understanding of the ICPs' needs and how you will address them through each campaign element.