Do you know why digital marketers are earning a huge share of marketing budgets? Most digital marketers understand the relationship between the message and the customer and this makes them stand out. When people go to your website, they want their problems to be solved. Can your website do that? Your website traffic should be converting. If it is not converting, maybe your website brings people who do not care about the problem. Also, the traffic might not be converting because you have not told people what the advantage of your solution is. Is it the traffic, message or both?
So, how do you create good relationships with those visiting your website?
Learn From Their Difficulties
A successful marketer matches their message to the right audience. To do this, they are informed about the points of pain of their customers and they know more beyond simple demographics.
How will you know their pain points?
- You can create surveys on different social media platforms like Facebook or Survey Monkey.
- Create an audience that is similar to your customer list and interrogate them.
- Engage your customers in focus groups and pay for panel surveys.
- Although it is old-fashioned, you can try calling customers on their phones.
Which conventional ways can you use to glean consumers’ insights?
- Amazon and Yelp
- Reading reviews left for you.
- Reading competitors’ reviews.
- Reading top book reviews in your realm.
- Keyword search using keyword research tools.
- Looking at the suggestions given after looking up a certain keyword.
Make Them Know, You Know Them
You might consider doing some research about your audience. After gathering information about them, you should create messages that are speaking to their problems.
How will you do that?
- Use messages that describe the pain they have gone through or the things they are passionate about.
- The messages should talk about the benefits that are vital to them.
- Be empathetic and use their language.
- Base your messages on the content you have gathered from your research.
By creating messages that are talking about them, you will show your consumers that you know them and this will create a good relationship between the two of you.
Quality or Quantity?
As a marketer, you should know what kind of audience likes what kind of message. You should therefore aim at a particular audience depending on the message they like.
An example is if you are targeting old men who live in Ballard who graduated from Harvard University. You might consider writing a headline like, “Why Do Graduates Get Deeper Discounts on Car Insurance?” With this, the conversions will be very high. You will, therefore, need to create many campaigns on different niches if you want to get any type of scale.
In addition, you should target a larger audience with a larger message. You should test and discover which one between using a larger audience or particular message makes conversions high. On most occasions, a combination of the two produces excellent results.
Both techniques will test different landing-page headlines. Something worth noting is that the message you have created in the ad tells consumers that you have a solution to a particular problem. The solution should be the landing page. The headline should be used to give the consumers the reassurance that they are not at the wrong place.
When consumers click the ad, you should reward them. You should not make it difficult for them to find the solution to their problem. Any moment you ask a consumer to go to another stage, you discourage them and you will end up losing more than half of those who had clicked the ad.
When all this is done, you will have your customer’s hopes, dreams or fears captured somewhere in your message and your perfect landing-page. If your price point is low, the cycle is expected to be short. If they do not buy immediately, don’t tolerate them as they are not your customers. If your price point is high, the customer’s journey will be longer. If the customer decides not to buy immediately, don’t worry. Look back at your strategies and get another audience.