At a time when there seems to be a new national crisis daily, it is hard to justify moving forward with big marketing spends not knowing what the purchasing climate will be one day to the next. Clever copy, relevant content, and big promotions just can’t overcome the hurdles of spending freezes and cut backs many of your target customers are experiencing. When this happens, its really tough to make marketing pay off. At least the kind of marketing you might be used to executing.
Fortunately, marketing platforms today give us the opportunity to manage our marketing spend to be accountable for every dollar, and to eliminate waste by paying only for results, be it impressions, clicks, likes, contact information, and so on.
Regardless of COVID-19 economic challenges, and civil rights protests that disrupt business as usual in every sense of the term, spending dollars on performance marketing programs that are highly measurable is smart marketing under all circumstances. Such programs enable you to reach only who you want to reach, and only cost you money when they perform. This makes sense in good times, certain times, and the reverse.
The key to getting more from these media channels (e.g., Google Ads and LinkedIn ads) really boils down to two things:
- What you say and how you say it
- How you use them to spark a multi-step journey to YES for the leads you generate
Here are some considerations.
What You Say and How You Say It
Emotional and psychological relevance is more important than ever. It’s fair to say that most of us are operating from a perspective of fear, anxiety, and doubt most of the time. Every day there’s another setback to our respect for humanity, our belief in governments, our sense of security, and a lot more. So ads that appeal to just about anything but the above are likely to go unnoticed or unacted upon. Copy that directly appeals to a solution vs. boasts a brand’s expertise is likely to influence and persuade, the goal of all marketing. Yet so many ads across all platforms are still brag sheets that are meaningless to purchasers seeking solutions to the fears and anxieties that consume them.
You need to use powerful words that speak to how you can add confidence and security to those struggling to find both in their jobs and personal worlds. Even with the strict word counts for Google Ads and LinkedIn Ads, you can do it. The best way to identify the words or issues that move your customers the most is to ask them. Use your website, social media pages, and email programs to ask one to three questions that identify the greatest concerns and needs on customers’ minds today.
If you find fear of job loss or the great unknown to be top of mind among your customers, use words that speak directly to these fears in your Search Ads. Back up the promise implied by these words with all the other touch points you prepare to keep them on a journey to YES.
How You Spark a Multi-Step Journey
Its amazing how many marketers spend a lot of money on PPC and other performance marketing programs and then stop there. The intent of these programs is most often to create a lead or get people to a website where further engagement takes place. Yet many marketers don’t plan well for the next touch point.
This is why Customer Experience (CX) strategies and plans are so critical. And putting a strong CX plan in place is really quite simple. Some tips:
- Map out the steps that take place from first introduction to your brand to closing the first sale and then what you do to keep them purchasing.
- Document the triggers that keep customers moving from one step to the next. Was it a price incentive? A free trial? Content or actionable information? Was it simply a phone call or additional email?
- Promote these triggers in a carefully concerted customer journey, starting with your website.
Once you get people to your website from your digital advertising campaigns, keep them there by making these same triggers or offers the first thing they see on your home page. Use them as reasons to go deeper in your site, sign up for a demo, download a paper, and so on.
The next step to doing more with less is to train your customer service and sales team members to follow up with each lead that lands on your website or responds to an email. As you are already paying for these people, having them follow up with a personal touch does not cost you a lot more, but most often gives back a lot more in terms of getting customers to take the next step in that critical journey to the first sale. Quite often it’s the phone call or personal email that makes all the difference, and yet this is often overlooked.
While it may seem like advertising is a big waste right now with all the uncertainty we face daily in this new normal state of the world, if you use the right emotional appeals, and keep engaging customers with a strong workflow and customer journey plans, you can actually achieve a great deal at a fairly low cost.