Are You Talking to Me? Know Your Target Audience, part II
As was mentioned in the previous installment, one thing a lot of companies forget to do when creating their ad campaigns for their product launches, is think of their market audience as human beings who operate the same way online as they do in real life.
When creating your lead magnet, your landing page, your copy and considering your media, you have to consider “how will my audience react to this?” There’s no way around this!
How would I react to this if I was scrolling past this ad on Facebook?
A Digital Marketing Virtual Assistant can help you with creating content that will resound with their members the same way a Clickfunnels Virtual Assistant can help you with the creation of your landing pages; however it is important that you understand the process yourself as well. For those of you willing to take on the extra work we recommend joining the 6 month DIY Digital Marketing Implementation Coaching Program. For a free consultation contact us today!!
Now…Imagine that you are looking for a very specific brand of wine to give as a gift. You first go to the store that you usually frequent but they do not carry that brand. However they give you a recommendation that another store has it. You call that store and they confirm the item in stock.
You drive all the way to that store but when you arrive there, it is a doggie daycare. Do you go in? Most likely not. You go back to where you came from, frustrated from wasting your time, without even going inside and finding out that the owner actually dabbles in special wine distribution.
So just like that a lot of businesses lose customers just because they don’t provide the information necessary and their landing page does not reflect well the services that they offer/advertise.
So how do we make sure that our ads are congruent with our landing page? It has been established that we search the web using a Hub and a Spoke model. We start in one central area (the hub) where we find a number of different spokes or trails we can follow.
The hub might be a search engine like Google or a social site like Facebook. We follow these trails from the hub as long as we feel confident that we are on the right path to our desired outcome. If at any point we feel that we are not on the right path any longer, we return to the hub and begin again.
Imagine searching Google and finding a possible path that “smells” like it can lead you to your desired outcome. Once we begin to pursue the scent, we tend to delve deeper and deeper into the folds of the web until something in our mind triggers the thought “hey, we are not on the right path, we need to head back” and we abandon the page we are on and return back to the “hub” without pursuing the initial thread any further.
So our job as marketers is to maintain this scent for the individuals until they reach the solution rather than hitting the “back” or “home” button prematurely without reaching our website, or lead magnet or purchasing our product.
In this scenario, only one business is happy, the one that provides the constant scent. The three keys to getting the scent right is to understand the importance of maintaining the scent for these three major elements:
- Design/Imagery – does the ad look the same or at least similar to the landing page?
- Benefits – are the benefits we are describing in the offer, are they maintained the same from the ad to the landing page?
- Offers – a lot of times what people talk about in their ad is completely different from what they are offering on their landing page.
Your prospect won’t even know why they left when the design of your page isn’t in harmony with your initial ad. Something in their mind will trigger that they are not in the right place and they will back away. To avoid that from happening, consider keeping the following elements in your design consistent along your path:
- Color Scheme
- Font Selection/Size/Color
You also have to keep the Benefit Scent. If your ad has a certain “catch line”, maintain that same line as your dominant draw on the website so when people click over, it is the first thing they see and they know that they are in the right place.
It’s very important to keep the same benefits that you state in your ad, on your landing page and vice versa. If you make an offer in an ad, then maintain the scent of that same offer from the ad to the landing page. The easiest way to do this is to use the exact same language from ad to landing page headline. And most importantly, if you are going to promise something in the ad, make sure that you are also delivering that value/benefit/offer on your landing page. Even big brands get this wrong sometimes.
Finally, the more that you can increase the scent, the better conversion rate you can get on the landing page, which means that your traffic campaign will convert even better.
Targeting (Invite the Right People to the Party): Finding Your Market on Facebook
People often build beautiful ad campaigns and then their targeting is totally off and they fail. No matter how beautiful your campaign is, if you put it in front of the wrong people, IT WILL FAIL.
So for example, let’s say that we are selling yoga clothes or online yoga products to people that actually do yoga. Most people would go inside the Facebook ad platform and under the Detailed Targeting box would simply put “yoga”. That is very unfortunate as that keyword is entirely too broad, there are over 26,000,000 people just in the United States who have some sort of association with yoga on their Facebook account but do not actually practice yoga personally or on consistent basis and thus do not serve as a likely market for us.
With this we conclude the 3rd part of our 4 part series. Please stay tuned for the final chapter. For those of you who just can’t wait I have a special offer for you. The Ultimate Marketing Shortcut for just 1$! Go check it out now![/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_post_nav admin_label=”Blog Navigation Section – Do Not Touch” saved_tabs=”all” global_module=”116279″ in_same_term=”off” hide_prev=”off” hide_next=”off” prev_text=”Previous Tip” next_text=”Next Tip” title_font=”Montserrat|on||on|” title_font_size=”20px” use_border_color=”off” border_color=”#000000″ border_style=”solid” /][/et_pb_column][/et_pb_row][/et_pb_section]