Leads, Be Mine - How to Romance Your Target Audience
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#thinkppc & HOSTED BY: LEADS, BE MINE: HOW TO ROMANCE YOUR TARGET AUDIENCE.
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Valentine's Day is here, love is in the air, and everyone is looking for new and old ways to make a lasting connection with the people they care about. For marketers, that means producing compelling, highly relevant messages that resonate with exactly the type of person we want to engage with our brand. For PPC marketers in particular, it means well-tested ad copy, audience persona modeling, cross-channel advertising and social media integration. More romantic than it sounds! Digital advertising experts from Hanapin Marketing and 3Q Digital detail the most effective ways of getting attention and keeping it with your ad copy, bid strategies, and followup tactics. You'll get expert-level PPC tips like: *How to know your ad copy will woo your target -- BEFORE A/B testing it. *Ways you can tell when you've found "the one" audience model that works. *When to chase after prospects that are playing hard to get -- and when to leave them alone. Learn how to turn random users into deep connections from the pros who do it every day!
Transcript of Leads, Be Mine - How to Romance Your Target Audience
#thinkppc&HOSTED BY:
LEADS, BE MINE: HOW TO ROMANCE YOUR TARGET AUDIENCE.
#thinkppc
Presenters
• Joe Kerschbaum– Midwest Account Director at 3Q Digital
– Hero Conf 2014 speaker
– @JoeKerschbaum
• Eric Couch– Senior Account Manager at Hanapin
Marketing.
– Blogger at PPC Hero and Hero Conf 2014 speaker
– @ecouch11
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
#thinkppc
Whispering Sweet Nothings
I have two eyes, two eyes, two legs & two arms.
Also, I have a nose, mouth, and 10 fingers & toes.
My cholesterol is 190.
Each day, I take about 23,000 breaths.
The liver is my largest internal organ.
Without breaking a sweat, I can type 38 wpm.
I’ve never had a cavity.
#thinkppc
Features Are Cold, Hard Facts
Features
You Focused
NOT Client
Focused
Bells & Whistles
Stats & Figures
Stats & Figures
#thinkppc
Benefits Are Romantic
Benefits
Want To Gain
Want to Save
Want to Be
Want to (General)
#thinkppc
Benefits Are RomanticPeople want to gain: • Health • Self-confidence • Time • Improved appearance
Comfort • Leisure • Increased enjoyment
They want to save: • Time • Discomfort • Risks • Money • Worry • Embarrassment • Doubts
They want to be: • Efficient • Up-to-date • “First” in things • Proud of their
possessions • Influential over others
They want to: • Express their
personalities• Appreciate beauty • Improve themselves
generally
#thinkppc
Features vs. Benefits
100s of Ingredients
99% Server Up-Time
Automated Reports
These special ingredients will make you healthier & happier!
Our servers save you time & money & reduce stress.
Automated reports help you focus on growing your business, not daily reports.
#thinkppc
More than 4 Wheels
#thinkppc
Not Just an i-Whatever
#thinkppc
How to Win Hearts
Know Your Customer
Change Your Perspective
Focus on Results
#thinkppc
Where is the Love?
Trustworthy
Reliable
Sensitive
Thorough
Authoritative
#thinkppc
Bringing Sweets to Your Sweetheart
#thinkppc
Provide a Compelling Offer
Playing Matchmaker Offers in your Ad Copy:
Features & Benefits Special Offers Rebates Whitepapers, Guides
Providing your customers value in return for their contact information
#thinkppc
Case Study: A More Attractive Offer
Client had been using “informational” ads prior to introduction of offers.
CTR: 2.47%, Conv. Rate: 2.49% Client began to heavily emphasize
alternating offers in July 2013 – Rebates, Free Accessories, etc.
CTR: 2.59%, Conv. Rate: 3.80%
#thinkppc
Case Study: A More Attractive Offer
#thinkppc
Bad First-Date Impressions
#thinkppc
Bad First-Date Impressions
#thinkppc
First Impressions & You
First Impressions Count! 3 – 6 sec. at most to win (or lose) interest. Kind of like speed dating. Or internet dating. Ironic, eh?
Clear, Concise Action Large BUTTONS with DISTINCTIVE TEXT. Sightlines Arrows Whitepapers, Guides
This is your opportunity to make a good impression, so put your best foot forward! Features, benefits, testimonials
#thinkppc
He’s Just Not that into You
Has Mood Swings
Ignores You
Being Coy
Plays Hard to Get
Talks About His Friends
Unclear Communication
#thinkppc
#thinkppc
Don’t Send Mixed Signals
Keep It Simple
Keep It Useful
Keep It Focused
Keep It Obvious
Keep It Real
#thinkppc
Trustworthy
Reliable
Sensitive
Thorough
Authoritative
#thinkppc
Live Poll Question #3
What's the biggest mistake you can make
on a landing page?#thinkppc
a) Confusing design/navigation
b) no clear call to action
c) too many fields on a lead gen form
d) inconsistency with ad copy/messaging
#thinkppc
Are You Magnetic?
#thinkppc
Why Don’t They Love Me?
Reasons Why Someone Wouldn’t Convert On Your Website
Wrong placeWrong time Wrong
productWrong person
Wrong completelyWrong price
Wrong actionWrong keyword
Wrong copy
ENDLESS
#thinkppc
Think About Your Audience
What may stop them from converting?
Can you address these issues with your remarketing?
#thinkppc
Think About Your Audience
• Define WHO• Brainstorm WHY • Learn HOW• Determine WHAT• Determine WHEN
#thinkppc
Change Your Approach
Longer Sales Copy Special Offer Softer Sell
More Testimonials
Nurturing Information
Other Benefits
Different Product
#thinkppc
Change Your Approach
Warning:Don’t Win the Race
To the Bottom
#thinkppc
Talking – Not Stalking
#thinkppc
Modern Day Courtship
#thinkppc
Remarketing Lists for Love Search
Creative Search Audience Segments Lead Form Visitors Segmentation by Specific Pages Apply different modifiers by Brand/Generic Campaigns!
Converting Visitors Is there a need to exclude them from advertising?
Subscribers Exclude “login”/”account” page visitors – those who’ve
already signed up with your service. Staggered audience list durations (30/60/90 days, etc.)
Competitor Terms
#thinkppc
Spying on Other Suitors
#thinkppc
Building a Long-Term Relationship
#thinkppc
Getting to Know Your CRM Platform
Lead-to-Sale Metrics Integrate and measure!
Know Your Cost Per… Sale? Interview? Subscription? And more!
Return on Ad Spend/Investment Know the technical requirements to properly measure this! URL tagging + CRM access.
#thinkppc
A Perfect Union: PPC + CRM Data
#thinkppc
TLC Said It Best
A scrub is checkin' meBut his game is kinda weakAnd I know that he cannot approach meCuz I'm lookin' like class and he's lookin' like trashCan't get wit' no deadbeat a**
#thinkppc
You Don’t Have to Love Everyone
Not all leads are created equal
Go ahead, filter folks out
Focus your sales efforts
#thinkppc
You Don’t Have to Love Everyone
Qualified Leads Sales Funnel
Non-Qualified Leads
Lead Nurturing Process
Raw Leads
Lead Qualification Criteria
#thinkppc
Lead Qualification Example
Ticket Class
Originating Location
Destination
Time Frame
Qualified Lead
#thinkppc
It’s All in the Form
#thinkppc
Online to Offline ProcessOnline Form
Get Enough Info To…• Qualify Leads• Categorize Leads• Follow Up with Leads
Phone Follow Up
Get Enough Info To…• Qualify Leads Further• Determine Specific Needs• Complete Customer Profile• Close Leads
#thinkppc
Keep Calm
#thinkppc
Live Poll Question #4
a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month)
c.) No Thanksd.) Both
Would you like help with your PPC accounts and management? I’m interested in:
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
3Q Digital Feedback: [email protected]
