Updated: Apr 16, 2020
Successful digital marketing campaigns require some work.
You need to understand the psychology of your customer: what they want, their needs, desires, and pain points. By understanding what goes on inside their head, you'll be able to create more effective advertisements.
I'm going to break down how we plan and test our digital marketing and pay-per-click advertising campaigns so you can use it to generate an ROI for your own business.
First Thing's First
The first thing you need to understand is that your customers don't necessarily care about you or your business. What they care about are their problems. Instead of focusing on what you want, create campaigns based around your customer.
For instance—if you're a realtor, your first instinct may be to create an advertisement listing the date & time of your open house. Simple enough, right? But what this doesn't do is communicate any value to the viewer.
Instead of thinking "I want people to come to my open house" try to understand "What would make people want to come to an open house?"
By changing your perspective and thinking about what motivates your prospects, you'll get a much better result.
How to Plan a Pay-Per-Click Advertising Campaign
Start with a customer persona:
What age range is your target audience?
What are common questions your customers ask you?
What are their pain points?
What do they value?
Basic overview of customer personas:
Values: Relationships, Quality, Education
Problems: Technology, New Age, Understanding
Values: Convenience, Relationships, Education
Probems: Busy (Time), Responsibilities, Expenses
Values: Freedom, Ease of Use, Convenience, Flexibility
Problems: First Time Experiences, Lack of Income, Debt
You can use these personas and cater your marketing message accordingly. If you're running a campaign for an open house to Gen X'ers, you could mention things in your advertisement like:
Why the best way to view a house is in person. [Education] (1)
Open Houses are a great opportunity to meet potential neighbors.[Relationships] [Time] (2)
It's a great opportunity to meet your dream real estate agent. [Convenience] [Time] (3)
Learn more about your taste in homes beyond the number of Bed & Baths. [Education] [Expenses] (4)
Nothing beats kicking tires in person. Dig beyond the listing pictures and see what's really "under the hood." [Convenience] [Expenses] (5)
You can see how each message correlates with what your prospects value and what their pain points are.
It's absolutely necessary to test different messages, because you'll get a better understanding of what motivates your customer. You can then use this data to understand your prospects thought process and create better advertisements in the future.
Understanding the Decision Process
Once you've gathered enough information to be statistically significant, you'll want to create a landing page that reflects the same message as your advertisement.
There are a certain set of steps you have to walk your customers through to get them to tender a macro yes. We use behavioral psychology to influence these decisions and walk them through this process.
Step 1: Where Am I?
When a prospect clicks an ad and ends up on your landing page, the first thing they ask themselves is "Where Am I?" If your landing page creates any confusion, they will hit the back button and they're gone.
What you need to do is make your headline reflect the page they just came from.
If you're running an open-house ad, you'll want your headline to be something like "Get Your Exclusive Viewing Opportunity for 2883 Pennsylvania Ave."
This headline communicates value, and accurately reflects the ad they just came from.
Step 2: Why Should I Buy From You?
The next step(s) in the process need to answer the fundamental question, "Why Should I Buy From You?"
This is best answered with a strong value proposition:
What can you do for them that nobody else can?
Step 3: Supporting Info.
You can't make a claim without supporting information. For a successful value proposition, it has to be understood and believed.
If they don't understand it, they won't believe it. If they don't believe it, it won't be accepted.
If your value proposition resonates with their values and pain points, you're in business.
Maybe you create the most seamless transaction process compared to any other agent in your state. [Time]
Back this claim with real numbers
You have the most repeat customers than anybody else and tons of great reviews & referrals. [Relationships]
Back this claim with supporting info. (Reviews & Statistics)
Signing up for the open house gives them an exclusive opportunity to view the house before others, and a chance to put in an offer before everybody else. [Convenience]
List the benefits to putting in an offer before their competition.
You can see how you can turn a plain open house advertisement into something people will value, and actually want to sign up for.
This is the key to creating a successful pay-per-click advertising campaign.
If you work to actually understand the thought process of your customer instead of focusing on what you want, you will see a much greater impact compared to what you were doing before.
At Churchill Consultations, we take a different approach to marketing and advertising. Using our Machine Learning technology, we're able to identify the 3% of the market who is sales ready, which decreases your advertising costs by 97% and lowers your CPA up to 75%. When you pair this with our understanding of decision processes and behavioral psychology, you create more meaningful advertisement campaigns, and get greater result from your current efforts. If you'd like to learn more about our technology or our past results, feel free to reach out or schedule a free consultation to discuss what we can do for you!