In the golden days FMCG’s would compete heavily for shelf space with the primary focus of grabbing your attention so that the product would stand/pop from the shelves. Companies would compete to get the eye level shelf at supermarkets and use various eye catching ad campaigns, packaging, POS danglers, POS wobblers, POS gondolas etc to grab your attention.
These still work today but to a lesser extent due to consumer awareness, a heightened decision making process and you guessed it the internet.
I am happy when I see my client’s phones ringing off the hook. This year alone I have had two clients say to me that “We need to stop the ads, there are too many leads to follow up on and the customers are getting upset that we are taking too long to respond” being a relatively stoic person that I am even I couldn’t help but smirk.
Dollar cost averaging and hyper targeting ads is a deadly combination for digital sales. Guaranteed to get your orders rolling in cheaper by the dozen. You can generate more clicks over time with a fixed budget by constantly optimizing your ads if you stick to the rules.
This method usually gets everyone in the room asking me “How the hell did you do it?”
The only graphs that I personally like to see with a short and long term downtrend is the cost per click and cost per acquisitions over time.
While I’ll refrain from giving away too many trade secrets(You are welcome Ad Agencies) I will share an easy 7 step process that should be used by everyone (including ad agencies) in the digital ad space to optimize your ads and start getting 10X returns on your media spend even in the most competitive and restrictive industries.
Authors Note – This is not to discredit the in person sales process. Which to this day remains the most powerful and effective way to make a sale.
Step 1 – Know thy USP
It is imperative to know what differentiates your product or service against competition. Even if you do not have competition it is absolutely necessary to know what about your product or service that makes it stand out. Start by really understanding what your product or service is? And how does your product/service enrich someones life? What is your competition offering? If a customer didn’t have your product or service what would they be missing out on?
So what is your USP?
Is it the technology behind it?
Is it the value addition?
Is it the after sales service?
Is it the unique price point?
Is it something else?
Whatever it is get to the root differentiator of your product or service.
Step 2- KYC (Know your customer)
Who is your customer (Demographically speaking)
Where is your customer? (Geographically speaking)
What is their lifestyle? (Spending Habits, Social Habits, Hedonistic Impulses etc)
What devices do they use? (Mobile phones, Platforms, Tablets? etc)
How long are they using the devices? (Active times during the day)
What platforms do they use to shop on (Amazon, Ebay, Alibaba etc)
What social media platforms do they use?(Youtube,facebook, instagram, spotify, twitter, LinkedIn Etc)
What do they use digital platforms for? (News, Investing, Social need, Binge, Education/Research etc)
Having insight about your customer will help you target ads with more precision.
Step 3 – Viewer Experience Expectancy
Start with the end in mind. Shopping cart, Phone Call, Lead acquisition through the website, social media and or mobile application. Now find the shortest route on how to get your potential customers to purchase.
Once you know what your customers habits are online you will gain insight on their viewer experience expectancy. ( what they are hoping to experience online). You now have the opportunity to speak to the customer in the language he or she speaks online.
Example : If your end customer is a Hospital Owner they could be using Google and its affiliated networks for news and research, breakthroughs in pharma. And may peruse websites like Medscape, Live Science, BBC News, FOX/CNN (you get the point) etc. They could also be using mobile applications like Stress busters, High IQ strategy games etc
These portals become your virtual meeting places. You have an idea of what the viewer experience expectancy is.
So now its time to go meet your future customer
Step 4 – Ad campaign Flow (Ads, Landing pages, Click funnels ad conversion funnels)
Your ad objective should be to grab the attention of the user but not come across over the top. High level/IQ customers mentioned in the example above have an investor mentality and spend only a very few seconds to hear your pitch and value offering offline or online.
Design your ad according to your USP with the target audience in mind. (Use the right mix of creative elements, Colours, fonts etc That would add value to the user experience expectancy)
Your value proposition should be crystal clear. To the given example above the value proposition has to benefit the user
“Increase your customer satisfaction by X%”
“Save $X% from your monthly costs”
“Lower your operational cost by X% with us”
Landing pages/Click funnels
Once the ad is clicked it should direct to a landing page or click funnel. (IMPORTANT – The value offering in the ad has to be congruent with the content on the landing page/Click funnel) The familiarity of the elements in the ad and the landing page creates a sub conscious consistency of your company, thus enhancing credibility of your product or service.
The UX on your site/device needs to have a 2 or 3 click conversion funnel.
The more a user has to navigate the website/click funnel trying to make a purchase the greater the propensity to reconsider purchase. (Elements of doubt and opportunity cost start to take over and you potentially could lose the sale) User actions to make a sale on a website/app/social media should be as low as possible. 2-3 clicks max.
Pro Tips –
The Urgency Caused Bias.
“Limited time offer”
“Buy within the next 10 minutes and get X% off….”
Incentive +Urgency Caused Bias
“Buy within the next ten minutes and get a free…”
You can consider this the conventional “Hard Sale”.
STEP 5 – GOOGLE/FACEBOOK Re-Marketing
Re-marketing enables you to capture IP addresses of users who have visited your site and did not purchase. Users may not purchase your product or service for a myriad of reasons. But, one thing is certain, they visited your site because they were interested in what you had to offer. Re-Marketing will push your ads back to those users when they peruse other affiliated websites of the network. These “reminder” ads will assist in reducing dissonance with potential customers in the decision making process.
Step 6 – Hyper Target (Rinse and Repeat)
Evaluate the data from your ads and web traffic like a scientist testing a hypotheses.
Constantly monitor and look for UX/UI flaws that are causing high rates of drop offs and correct them immediately.
You will start seeing trends and patters (Most frequently visited websites/used apps through the click traffic sources) use these insights to hyper target your ads through targeting options.
Step 7 – Scale
It is time to open the floodgates and drive sales through the roof. You have unlocked the insights and have optimized your ads/website/app/click funnel to accommodate a high conversion rate. Increase your media spend on the ads and enjoy.
Happy Selling 🙂