Your customers aren’t all the same. So why is your ad saying the same thing to everyone?

How to immediately increase your conversions and hold them

Focused attention is declining and, on the internet, is in free fall. Online marketers are in business of engaging people, and keeping them engaged. A single slip can make your customer leave the website — it only takes a split second to click that x mark and never come back.

3/4 of marketers only segment their users by “Customer” or “Non Customer”. No wonder customers feel bombarded with generic or irrelevant adverts, while companies are trying to out-yell each other, adding more to the noise.

Imagine this situation: You are standing in Grand Central Station and yelling “Where is the nearest Burger King? I need to know where the nearest Burger King is!” while 20 other people are yelling same things for whole range of fast food restaurants. If they disregard your potential psychiatric problems, maybe some passerby will approach and point you in the right way.

On the other hand, you can approach a guy with Burger King bag in his hand and ask him nicely to point you to the right place.

Aha! A clue, Sherlock!
Aha! A clue, Sherlock!

One of my principles is to try to distill signal from noise. There is just too much of it in this world, without each one of us adding more.

I will write here about the 3+ ways that can help you find that guy with a bag, and what to say to him, over the internet. Advantages are clear: higher conversion rates, upper hand over your competitors, and future-proofing your marketing strategies.

0. Market segmentation is elementary

Since that few marketers actually segment their customers I feel like I need to write the definition here:

Market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.

Sure, if you’re doing Facebook/Instagram/Adwords, chances are that you are somewhat segmenting your potential customers. However, most of the readers of this article are still sending same generic Welcome email, serving same ads, and trying to reach customers through the same channels everyone else is using. In this day and age, that’s not enough.

You need that Burger King bag. Stop, listen and watch. You have better chances of finding it like that than randomly approaching everyone and asking them whether they have it. And you won’t lose your energy going after those people that think you are crazy for screaming intangible things on the train station.

1.Personalize your landing page
Where did someone come from and what does that tell us

You know your referrers. If a user comes to your website from StackOverflow, would you try to sell them your Advanced Marketing course? Chances are that it’s much better for them (and you), to show them that new tool you’ve built just for software developers.

But, if you’ve created aforementioned Advanced Marketing course for freelancers — designers, content writers, and software developers alike, it’s a good idea to offer them that one. However, if your typical software developer sees “This course has helped 5000 content writers write better copies”, chances are he’ll click away. He’ll leave, without knowing the fact that substantial percent of students are actually software developers, learning how to advertise and actually monetize their side-projects.

This is extremely actionable insight since using this approach forces you to have data-driven rethinking of your current offers. And if you have the data, you also have the ability to A/B test, measure your impact and give your staff more time to generate quality focused messages.

2. Personalize your offer 
Explore, enrich, improve, repeat

If you’re creating a unique experience for potential customers that come to your landing pages and following segmentation principles — congratulations, you are already doing better than your competitors!

Okay, so you know your customers come from focused Adwords ads and you respect the principle that each of your ad links has an equal landing page — in other words you don’t offer something completely different to users that click on your website. But there is still a lot room for improvement.

You need to know and analyze your customers’ behavior on your website, and “feel” the right moment when you make an offer. If you find yourself on a parking lot, strolling between cars and casually looking around at SUVs, does the salesman 5 seconds after you step into the lot scream at you “I HAVE THIS GREAT E-BOOK ABOUT HISTORY OF BMW, GIVE ME YOUR CONTACT DETAILS SO I CAN SEND IT”?

A better way to say thisOf course not. Even if you are genuinely interested in history of BMW, you wouldn’t give 2 seconds to that guy, let alone your home address. They wait for the right time to offer you something, they ease you into it, and when you are in the right state of mind, when you want to know about what he’s offering. So, why is this established practice on the internet?

You must wait for the your users’ right state of mind to make an offer. Quality before quantity.

If a user is binge-reading your articles, chances are that they love your content, and there is higher probability of converting if you frame it the right way. If they are only reading the ones about improving sales performance, you shouldn’t offer them a croissant. Context is of the essence here, and every company has its particular implementation.

In short, idea is to find out what your users are doing and act accordingly. Create unique experiences, enrich them through the (anonymous) data you’re collecting, improve it through testing and responses, repeat for profit.

Don’t forget or be afraid to ask your users!

Users can and will give you an invaluable insight if you just ask them. Strategy here is to offer them a dropdown menu instead of asking them for text input – it’s ready for segmentation because data is more consistent, and it’s easier for users. However, if you enrich users’ data from other sources, even though you can make it more personal, there is a high chance of creeping them out.

This is extremely important point because it can make or break your personalization strategy. Benefits are clear:

  1. you get to know and understand your users better, which leads to better service;
  2. you get quality and truthful data, not something you’ve guessed. Bad presumption early on can lead to completely different outcomes;
  3. they feel like they are getting to know you better and that builds trust in your brand;
  4. most importantly, it should help you evade the problems tied to creeping out your users. That leads us to the final point…

3. Don’t overdo it

Seriously, don’t.

2018 has so far proven to be a year of a personalized marketing boom. Many agencies in personalized advertising are popping up, and businesses want to improve their marketing strategies. Many of those agencies are eager and ready to test new things, try it out and see what works, and maybe they will be too eager.

Harvard Business Review had published an article about how the “too personal” ads are counterproductive. If users don’t know or don’t like how you got their information, they will be creeped out, and those campaigns can backfire.

Not only that, you must comply with new regulations regarding user privacy such as GDPR, Facebook updates to Terms of Service, Google stricter policies, and more. This is a thin line to cross, and you’d want to be as far from that line as possible.

Many companies are bound to get burned here. You want your company to last, not lose your customers’ trust, and not pay huge fines. But, many have also already gotten over 500% increased conversions using just some of the techniques mentioned here. The opportunities are huge, and with proper steps, you will reap the benefits.

I run a Consultancy business that can help you implement these things, and a lot more. If you’re interested, go to targetmaketing.co and find out more.

P.S. Since I’m writing this as a test and I don’t know whether people are actually interested in this topic, I would appreciate feedback immensely. I already have a couple of ideas for future articles in this series, so, If you’re interested or have idea of your own, please let me know.

 

One Reply to “Your customers aren’t all the same. So why is your ad saying the same thing to everyone?”

  1. Generally I do not read article on blogs, however I would like to say that this write-up very forced me to take a look at and
    do so! Your writing style has been amazed me. Thanks,
    very nice article.

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