This week Angelo Vero gave an interesting Masterclass to our Blogzine Academy members on remarketing and advertising. Today he is happy to share some tips from the Masterclass, which I’m sure you can use right away to start up or fine tune your advertising.
Marketing is about numbers and people. You cannot leave one of them out. Once you realize that, you will be more succesful.
1. Customer first
If you want to score with advertising, then there is no choice but to do research first. You have to realize that today more and more companies are doing digital marketing and advertising. Not only does this mean that there are more and more players trying to reach your ideal target group. It also means that you need to differentiate yourself from the others in order to stand out.
And you better stand out for the right reasons. Advertising is annoying and most of the time it’s not asked for. At least that’s what most customers experience when advertising is poorly tailored to them. Having a good knowledge of who your customer is and what they are looking for or what problem your product solves, that can help you tremendously.
2. Make it more personal
Personality and more user generated content can also catapult you as a company towards success in terms of advertising. Step away from the classic sales pitches and focus on real people and real stories. Or use your advertising to show images of (real) customers. These images do not have to be of high quality.
Nowadays, an image as if it were a friend who has just posted an update on her feed works best. Sometimes, because of that, you don’t notice until late that it was actually an ad. And by that time they are already clicking towards your site and the first step has been taken.
3. Funneling, funneling, funneling
Funneling has to do with gradually attracting potential customers and converting them into customers. It is therefore advisable to think carefully about who you want to reach and with what message. Because someone who has never heard of you does not need commercial actions right away. It’s better to first show them ads that arouse emotions or inspire them. In terms of funneling, it is best to follow this logic:
– Inspiration phase is for those who don’t know you yet. You want to make them aware of the fact that your company and your products exist. Often potential customers do not even realize that your company or product is something they are looking for or in need of. Until they come across a nice post or advertisement. So the goal of the inspiration phase is primarily to stand out, stir up emotions, and create awareness.
– Information phase is for those who have already started following your page or have visited your website but have not bought anything yet. Or for those who have already bought something and want to let you know that there is something new available or other colors, new formats, etc… The purpose of the information phase is to give extra information that makes it easier to choose your company. USPs are therefore very interesting to highlight here.
– Promotion phase is for those who have already visited your website or viewed other ads, but have not yet purchased any products. Or for those who have products in the shopping cart but have not yet paid. Here you can highlight certain actions to convince them to buy. Sometimes you don’t even have to give a discount and it’s enough to make them want to buy something.
In other words, not everyone will have a need for the same message at the same time, so it is better to segment well.
4. UTM tags
To measure is to know and that is more true than ever in remarketing. You want to be able to analyze your data optimally during and after the end of a campaign in order to improve future campaigns. So the more data you can read correctly, the better. One of my favorite tools is to add UTM tags to everything you post online where the click leads to your website: online advertising, social media posts, linktree, newsletter, etc..
After setting the right utm-tags you can analyze in Google Analytics which campaigns, posts, newsletters and advertising led to the most clicks, visitors and sales.
Want to know more about how to use utm-tags for your business? Take a look at our website and book an intake session.
5. Landing pages
If there’s anything I need to tell you, it’s this: every good marketing campaign has a series of ads that lead to landing pages. A landing page gives you as a company the opportunity to discuss certain topics separately. And in this way to better inform your target audience. Not everyone has the same needs, or expectations. Or not everyone is in the same situation. By thinking about a number of important storylines that match separate target groups, you can better inform them and convince them more quickly.
In addition to setting up a pure landing page with text and call to action, you can also use a blog as a substitute for a landing page. Provided you add enough links, call to actions or products that stimulate sales.
Wondering how to build the perfect landing page so you can convert more visitors into customers? Then this e-book might be ideal for you.