For a number of years marketingists have been talking about the growth of mobile marketing and usage of mobile phones. Especially it was popular to talk about cross device metrics. In simple terms, the latter concept means that the user clicked on the ad and surfed your website during a lunch break at work using a mobile phone. After working in public transport, he was browsing your website on a tablet, and the next day, remembering you, he made an order through a desktop computer. Google Analytics standardly is turned on – “post click” conversion metric. Which means that Google Analytics only records sales from the last source that came. According to our example, sales would be attributed to a desktop computer. We might think that mobile advertising was not effective because sales were assigned to a desktop visit (session). But wait! Did you notice that the user first clicked on a mobile phone ad? And just the next day, who made the order? Such a shift could have been recorded as direct, organic, although the fair value was generated by paid advertising.
From the situation described, we can see that in recent years consumer habits and shopping paths are changing more often. This trend is only evident. And to better measure ROI, we can measure assistive conversions and look at different attribution patterns.
The consumer’s shopping route becomes diverse and complex. However, in 2019 to grow a business, we have to apply complex marketing. So, how to achieve highly effective marketing results?
1. Choose marketing channels according to goals and opportunities.
Small business can usually afford only 1-2 marketing channels. Mostly this is FaceBook or Google Advertising Services. Medium or large business can allow the use all effective channels. In the latter cases, we describe this complex marketing strategy.
2. KPI and call to action.
KPI (Key Performance Indicator) is the key to measuring ad success. Ex. shopping via email shop. However, include more metrics, giving us broader remarketing audiences and a more diverse user path.
At this stage, we need to write down how users contact you + what additional tools we can use to encourage conversions. Suppose a normal user path is just shopping via e-shop. But we need to give the user more options to make conversions – chatbox, phone consultation, Skype, Messenger or more.
3. Draw possible user scenarios and paths.
If we are more physical amateurs than “computerists”, we don’t use spec. programs, and we can take a white sheet of paper and draw a chart – how users can come from the click of the ad to the purchase.
Mostly this will be:
Click on FaceBook ads > Going to the site, reading information > Purchase.
4. Collect information what matters most to your buyer.
This point is sometimes missed when creating a marketing strategy, but it is one of the most important part for a successful marketing plan.
We need to create a table of priorities that is most important to the consumer. Let’s take a real example this time – luxury real estate buyers.
Customer Priorities When Buying NT:
4.1. Brand credibility (this does not mean a nice logo and website design, often, luxury real estate buyers choose even more expensive real estate, but knowing that a particular real estate builder is reliable).
4.2. Object exclusivity, matching of needs (depending on the purpose for which he buys a real estate, for his life, for rent, etc., it must meet the physical requirements of the dwelling – quality housing installation, layout, architecture …).
4.5. Estimated value of housing after year X.
5. Create all possible classic remarketing lists.
Let’s use more conversion techniques, encourage the user to get involved / contacted in a variety of ways (email platforms, telephone calls, and monitoring via IP telephony, filled in with a query form …).
Let’s become a real fan of consumer tracking (of course without violating GDPR). We collect different remarketing lists from all possible channels:
Users who went to the site.
Users who went to the site but failed to convert.
Users who went to the site and completed the conversion.
Users who went to the site made a conversion and stayed on the site for a long time.
Users who went to the site failed to convert, but stayed on the site for a long time.
Users who went to the site and went out quickly (a cold and irrelevant contact, we’ll use negative remarketing lists to stop showing them ads).
Users who came from the Google Advertising campaign and ad Y.
Users who came from the FaceBook advertising Z audience and J ad.
Users who came from Google’s natural search and made a conversion.
Users who came from the XZ newsletter and clicked on the ZM link in the newsletter.
Various one-way user scenarios and visits should be tracked through Google Analytics, FaceBook pixel, and other third-party tools. When managing advertising, we should create many different remarketing lists.
6. Advertising messages.
We need to generate all the messages and ads that will fulfill all the most important needs of potential customers.
What’s most important to the user by priority (point 4), we generate different marketing messages until we finally have a full Storytelling. For example:
6.1. We create a video showing how many years the company has been working in the market, what ISO standards are, what objects were built and / or a couple of customer feedback.
6.2. Promotional banners with object features.
6.3. Promotional Message – “Prestigious Apartments X in the City …”.
At each point, we need to have a clear advertising message and a form of advertising, depending on where it will be broadcast.
7. Prepare the strategy – advertising channels and conversion techniques.
At this stage, it is necessary to evaluate our budget, what channels we can choose according to the available budget. We need to set advertising goals. We evaluate all the possibilities.
For example, according to a new strategy, the user path could be:
7.1. FaceBook video advertising that will give confidence to potential buyers (point 6.1). We build a remarketing list for this audience. And a link to the spec. landing page.
7.2. Spec. landing page with the advantages of the object (with headlines, short description and icons), provide professional object photos. Action required – get user contact to contact manager or send email newsletter by mail.
7.3. Since the third most important point of the user was geolocation, we can send a newsletter with a geolocation map and the most important or sightseeing objects around the home.
Let’s try to ensure that consumers have as much interactions as possible and that they pass as many parts of the Storytelling chain as possible. In each part of the chain we should have as much call to action as possible. Ex. after all, some users may want to contact at the first level after seeing FaceBook video advertising, so be sure to include email and phone number in the video description.
The whole point of marketing is to tell the user, through a variety of different marketing channels, a complete, consistent story, and to encourage action at every step (to get a user contact). Following the contact, the next step is management.
Essentially, with such a strategy, we meet the user’s most important expectations at the information level, but through different advertising channels and full story telling, we make the user from cold contact to hot contact and even to the end customer.
But let’s not stop there, the buyer can be an ambassador who will recommend your item to other people. If the buyer purchases real estate for purposes other than renting or selling, for example as an additional vacation house for a holiday, he does not feel the competition that he will not find in the future – buyer or tenant. Thus, such a buyer is from the rich or richer world of people and can recommend to others. However, this is a completely different marketing stage, which we briefly only mention this time.
In the classic case, luxury real estate developers apply: click on advertising > going to the site where everything is arranged. However, with this new strategy, we can “grind” the user gradually and form an appropriate opinion. Consumers get all the information they need in a more natural and effective way, without the need for managers to “get over” buying a home. Calculating time intervals between different forms of advertising is also very important in implementing the strategy.
Additional technical nuances to an effective marketing strategy:
Since all advertising platforms have minimum requirements, it is necessary to pre-measure the initial budget layout will work without errors.
Ex. If we display Facebook advertising and compile a remarketing list that we want to use for Google advertising, then the minimum audience size must be 1000 cookies. This means that we can set a maximum cost-per-click (CPC) of $ 0.32 for the first ad, and a budget of $ 0.32 x 1000 (cookies) =$ 320 or more.
If your advertising budget is low, it is better to choose fewer channels, but at least 2-3 advertising channels (usually Google advertising services, FaceBook, newsletters + web site) to fully meet all user expectations.
Why apply multiple different ad channels?
First of all, by showing yourself to potential customers through several different channels and telling a full story, you will get the impression that you are accessible everywhere and well known. The advertising strategy through different channels works and looks more natural than direct promotion.
Another important point is the potential of different advertising channels. Ex. Google advertising works on a micromomance, where the user is now looking for “luxury real estate”. But FaceBook advertising can provide an opportunity to select an audience that meets certain hobbies, actions, ages, gender, and other settings. Thanks to this strategy, we can define the audience that is formed through different tools, but very accurate. We combine multiple channel targeting options – Google Advertising , FaceBook, Bing, LinkedIn, Newsletters…
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