As a savvy marketer, it's our sincere hope you never start a campaign without a dedicated landing page for sending your paid traffic to. But - as you know - the job isn't over once a landing page is created. Your real opportunity is in understanding how your page performs. Beyond tracking standard performance measures like conversions and landing page quality (LPQ), you've likely wondered about other factors like: [list] [*]Is my landing page copy clear? Are there too many words? Too few? [*]Is my page faring well on mobile? Does it load fast enough? [*]Is this page just designed nicely, or is it also optimized for SEO? [*]Is this a good conversion rate for this type of page in my industry? [/list] Ultimately you want to know whether you've got an especially high converting page, or if there's anything specific you can improve. But it can be difficult to know what 'good' looks like, and you may not always have a second set of eyes to help you critique. New: Try Unbounce's Landing Page Analyzer For years we've seen the need for a landing page audit tool or landing page grader of some sort, and so-after many months of development-we're very pleased to unveil the Unbounce Landing Page Analyzer. With this grader-style tool, you input your landing page URL (along with a few key details) and The Analyzer instantly delivers a comprehensive, personalized report with custom recommendations you can try today to increase your conversion rates.
Unlike other landing page reviews, The Analyzer is truly a deep dive into your performance. Not only do you get a summary of how your page compares to others in your industry, but you also see important page performance insights including your landing page's speed, load time, and page requests that may be slowing things down. If The Analyzer discovers your images are too large (contributing to slow load time), your custom report will include compressed versions of all your images to replace quickly and get your page loading even faster.
Pictured: you'll get custom, compressed images as part of your page analysis. In The Analyzer's comprehensive report, you'll see specifics across nine categories, and discover whether your landing page: [list] [*]Conveys trust and security [*]Appears properly on social networks and mobile [*]Is designed in a way that's especially high converting [*]Contains too many calls to action [*]Has an appropriate Flesch reading ease and sentiment for your industry, [*]and much, much more. [/list]
Evaluate your landing page to reveal real, data-backed insights in minutes. Wait, aren't there other landing page graders out there? Touche! There are other landing page analyzers/graders/calculators available, but we can confidently say Unbounce's is the most sophisticated and comprehensive you'll find. Ours is the only landing page analyzer on the market leveraging AI technology, and the endless amount of campaign research done by our customers and our in-house marketing team. For the past eight years, we've been obsessed with the question “what's a good conversion rate?”, and Unbounce's internal research team has employed proprietary AI technology to analyze the behavior of over 75 million visitors to 65,000 landing pages with a goal of understanding what makes a customer convert. We have more data than any other conversion platform to provide insights on what a high-performing landing page looks like, and The Analyzer leverages this insight.
The Analyzer's data is sourced from Google Page Speed Insights, and our very own proprietary data broken down by industry. Actionable feedback you can implement today The best thing about this landing page review? You'll discover instant improvements that might take you only minutes to fix. The Wizard of Moz himself, Rand Fishkin ran the following product's landing page from Moz.com through The Analyzer and had some great things to discover.
How'd this Moz page fare? Here are Rand's initial thoughts: “I'm glad to see we passed so many of the technical checks! I was a little nervous. Realized that the page is missing testimonials or social proof. That's a head-smacking moment.” Rand may be a bit self-depreciating here, however. Moz's page scored really well with a 75% overall:
Rand's overall landing page grade. Rand's verdict on trying out The analyzer?
“I've never seen a page analysis tool that's focused on optimization. In my opinion, this can be hugely helpful for folks to quickly check that they've nailed the basics of landing page optimization and accessibility. I have no doubt tens of thousands of websites can get better just by applying this tool's advice.”
What did we learn? Interested in what The Analyzer could teach us about our in-house landing pages at Unbounce, we ran our recent event landing page for PPC Week through to see what we'd take away:
Pictured: The landing page for PPC week we input into the Landing Page Analyzer. We learned the page converts very well for our industry (7.7%), and while the page loads pretty quickly (0.7 seconds), at 3.32MB it's overweight and could be loading even quicker if we reduce it to less than 3MB:
Our PPC Week page's overall grade. Note our message match and page speed could use some work.
Our PPC Week landing page is running a little slowly. Fortunately, The Analyzer also provided us with some compressed images that will help us load up to 9% faster:
We also saw that our page title, meta description and H1 tags were helping our SEO visibility (which was important for this particular page). All of these quick-to-change factors can improve this PPC Week page for us, but we're most excited to see what you'll discover about your own landing pages. Bonus, you don't need an Unbounce-built page to try The Analyzer, either. Give it a try today and let us know what you think!
I see people make this mistake all the time. They come up with a slogan and assume it's an effective value proposition. Yes, slogans are a great way to build your personal brand. It's a great way to help consumers remember who you are. But slogans are not value propositions. What's a value proposition? It's a unique message to the consumer that conveys the main reason why they should buy from your brand. Your value needs to be relevant to the customer. Explain why your brand, product, or service can offer a solution to a problem. Be specific when you're talking about these benefits. Differentiate yourself from the field. Why should your target customers buy from you instead of your competitors? Overall, this message needs to attract customers by creating value.
Keep these five types of value in mind while you're coming up with a unique proposition: [list] [*]Functionality – Focus on convenience. What problems are you solving? Why is your company better than the competition? [*]Emotions – Put emphasis on the most attractive part of the product or service. How can you get customers emotionally attached to your brand? [*]Economics – Mention any financial advantages. Is your product less expensive than alternatives? Will it save your customer time or money in the long-term? [*]Symbolism – Figure out what your company represents. Will your customer feel environmentally responsible after shopping? Or will your product elevate their social status? [*]End value – Stress the importance of customer satisfaction. Be clear and concise. What are you guaranteeing? [/list] If you're looking to improve your current value proposition or build one from scratch, I can help. I'll tell you everything you need to know about creating a highly effective value proposition. Focus on your target market Your value proposition should not appeal to everyone and anyone. Define your target audience. You won't be able to please everyone, so don't try to. Trying to reach a wider audience with your value proposition could potentially backfire. It could end up turning people away. Here's an example from Dollar Shave Club:
Look at the wording and terminology they are using in this value proposition. I pointed out a couple of key points. It's clear they are trying to appeal to a younger audience. Older generations may not understand the “level 9 yogi” analogy of their flexible cancellation plan. The same people may not respond well to something as informal and direct as “C'mon. Do it.” But Dollar Shave Club clearly defined their target market. Changing their value proposition to something more basic could turn off their existing customer base. Why? People could see a generic pitch as boring or not as cool. This company handles their value proposition really well in terms of focusing on a specific audience. The small things make a big difference What added value can you provide? It may sound like something small, but it could make or break the customer's decision to buy something from you or a competitor. If you offer added value, show it off. Here are some examples: [list] [*]Free installation [*]Free shipping [*]Next day delivery [*]Cancel subscription at any time [*]Money back guarantee [*]Fully customizable [/list] Don't wait until the checkout page to tell customers about these benefits. If you don't put it on your homepage, they may never even get to your conversion page. Look at how Bed Bath & Beyond accomplishes this on their website:
The website visitors instantly see two pieces of added value: [list=1] [*]free shipping [*]free truck delivery [/list] Now they know they can get their order shipped free even if they are buying furniture. It can entice them to add something big, like a couch or a table, to their shopping carts. According to Marketing Land, free shipping is the top incentive for consumers who shop online.
This is an essential piece of information to anyone in the ecommerce industry. Why? Because it's something that adds value to the customer. How to present your value proposition There's no perfect way to display your proposition. It's not like there's a blueprint that has specific requirements. With that said, there are certain components you should consider when coming up with this display on your website. Start with a headline. Keep it short, and try to grab the customer's attention. Next, create a subheader. It will be slightly longer than your headline, adding a little bit more information. The subheader should be specific. You'll also want to come up with a few sentences that describe your brand, product, or services in greater detail. It's always helpful to include some bullet points that outline some of your top benefits or key features. Images work well too. Visuals help make the customer understand exactly what you're offering or how the product works. Let's take a look at the value proposition from Square:
I love this homepage because it encompasses everything we just discussed. The header instantly grabs the attention of prospective customers. What exactly does the company do? The sub header explains that you can “accept credit cards anywhere,” and the brief description goes into greater detail about how it works. Square also included bullet points with their top features: [list] [*]free magstripe reader [*]take chip cards [*]countertop POS system [/list] What does the product look like? The image shows exactly what they're offering. Showing scale implies more added value as well. It's so small that it can fit into your pocket. If you're struggling to come up with a layout for your company's value proposition on a website, you can treat Square's site as a template. Just swap out their benefits and description for your own. But what if you don't know your top benefits? If that's the case, it sounds like you have a marketing problem or a possible issue with your company's identification. It's fixable if you're willing to put in some research. Think back to what we outlined earlier. Start with your target audience. Conduct a study. Here's an example of some critical consumer research in the IT industry in relation to the value proposition.
If you're in the IT field, you should focus your proposition on: [list] [*]ecommerce [*]landing design [*]online experiences [*]analytics [*]innovation [*]digital transformation [/list] That's just one example. It's up to you to conduct research based on your company and industry. Reach out to your customers directly and ask what they're looking for. Create online surveys. Conduct customer interviews. This will help you accomplish a couple of things at the same time: [list=1] [*]build a better relationship with your existing customers; [*]use the information to create a value proposition that attracts new customers. [/list] Essentially, you're killing two birds with one stone. Test your value proposition Now that you've developed a value proposition, it's time to make sure you have it optimized to maximize conversions. A/B testing is one of the best ways to do this. Make sure you test only one thing at a time. If you change too much, you won't know which aspect of the test increased or decreased conversions. Here's an example from California Closets:
At first glance, these website versions appear identical. The only thing changed was the heading. Split-testing your website to find out which part of the value proposition is more effective will increase your conversion rates. After you test the header, test something else. In the example above, they could test the background image next. They could also add more bullet points or put the bullets on another part of the screen. The options are endless. Another way to test your value proposition is through pay per click (PPC) advertising campaigns. For the most part, we've been discussing your value proposition in relation to your website. But that's not the only place where you're trying to acquire customers and get conversions. It makes sense to have an effective value proposition on other platforms as well. Consider using Facebook's PPC services. It just depends on how much you're willing to spend. The placement of your advertisement will impact the price.
Back in 2012, Facebook acquired Instagram for $1 billion dollars. If you want to run a PPC campaign on Instagram, you have to go through Facebook. This will be one of the most expensive ways to test your value proposition through PPC advertising. However, if you have the funds, you could get the most accurate results with this method. But don't feel obligated to use Instagram. Facebook offers other, more affordable, placement options. If you'd like to avoid Facebook and social platforms altogether, you've got other options. Consider running your PPC testing through Google AdWords. You can test your value proposition at a local level or internationally. Google lets you set this up by: [list] [*]cities [*]regions [*]countries [/list] Less than half of small businesses are currently investing in PPC advertising.
Even if your business is small, you can still take advantage of this strategy. It will give you an edge over your competitors. Focus on customer emotion The emotional value was something we briefly discussed earlier. I want to elaborate on this because I think it's important. Triggering an emotion in your value proposition can elicit a certain response from your customers. In your case, obviously, you want this response to be a sale or conversion. Take a look at how different industries are rated based on emotional responses:
How can you elicit certain feelings from your customers? Think about the goals and mission of your company. Your value proposition should portray what your business represents. Here's an example from Mercedes-Benz:
Look at the phrases they are using in the top left corner: [list] [*]benchmark of luxury [*]peak of intelligence [*]eloquent expression [*]leading edge luxury [/list] It's clear what kind of emotions they are trying to elicit. They used the word luxury twice, so they're targeting people who want to have a very specific experience. Symbolism. This car portrays a certain level of social status. That's how they have effectively branded their company. Let's take a look at another example that's on the opposite end of this spectrum. We'll discuss a company involved with charitable organizations. Have you heard of Project 7?
They sell gum and mints. A portion of their sales goes to nonprofit businesses, suppliers, and distributors who help people in need. The money goes to 7 different missions: [list=1] [*]Save the earth [*]House the homeless [*]Feed the hungry [*]Quench the thirsty [*]Heal the sick [*]Teach them well [*]Hope for peace [/list] Businesses that give back to the community both locally and internationally should be proud of what they're accomplishing. Share that information with your customers in your value proposition. It can trigger an emotional response leading to a sale. Conclusion If your company has a catchy slogan, that's great. But your slogan is not the same thing as a value proposition. Your value proposition should talk about the functionality of your brand, products, or services. What differentiates your company from the competition? Your value proposition won't appeal to everyone. Don't worry-it doesn't have to. Focus on your target market. Mention any added value as well. Even if it's something small like free shipping, free installation, or a money back guarantee, it could be the deciding factor that drives a sale. Learn how to present your value proposition: [list] [*]header [*]subheader [*]description [*]bullet points [*]images [/list] After you build an initial value proposition, test it. I recommend using A/B testing and PPC advertising to find the best option for your layout. What does your company stand for? Use this to generate an emotional response from your customers. If you follow these tips, you can create a highly effective value proposition. What added value does your business offer to differentiate itself from the competition?
These days, there's little doubt among marketers that video content is an incredibly powerful content marketing tool. After all, humans are visual creatures by nature, so it stands to reason that video often satisfies our content appetite. In fact, according to a Think With Google study, 50% of internet users said they've looked for videos related to a product or service before visiting a store. But as more brands and marketers jump on the video content marketing bandwagon, it's more important than ever to examine your strategy to ensure you're getting the most out of your efforts. And a great starting point is to get the lay of the current video marketing land and emerging trends. Thankfully, Demand Metric and Vidyard recently published the 2017 Video Content Marketing Benchmark Study, featuring data and insights collected from marketers at B2B or mixed B2B/B2C companies-all of which reported revenue growth in the previous fiscal year, as well as using video to some degree. Below I highlight some of the findings that I found most interesting, as well as what that means for you as you begin or refine your video marketing efforts. 1. Video marketing usage is not only on the rise, but the amount of video being created is growing rapidly. According to the study, for the fourth consecutive year, over 90% of study participants reported that video is becoming more important to their efforts. But what's more, the average number of videos being produced annually jumped from around 29 in 2016 to 38 in 2017.
Of course, smaller companies are producing less video than big companies, but the gap is narrowing. For example, 2016 numbers showed that more than one-third of small companies were producing less than five videos every year. But in 2017 that number shrunk to just one-fifth. What does this mean for marketers? While video seemed like the answer to overcoming content overload and capturing audience attention, the competition for creating high-quality, engaging and compelling video is growing. So, it's more critical than ever to make sure you're not just “doing” video, but that it's a strategic and thoughtful piece of your overall content marketing mix. It's more critical than ever to make sure you're not just “doing” #video. @CaitlinMBurgess Click To Tweet
2. The types of video marketers are investing in are expanding. Product, demos and explainer videos lead the pack in terms of the most common types of videos being created, which isn't a surprise. This type of content highlights a company's product or service offerings, and expertise in a visual way. However, more forms of video such as how-tos, live streams, social media and those focused on company culture are becoming more widely used. What does this mean for marketers? To me, this signals that video can and does enhance the customer journey at every stage of the funnel. Just as you craft written content to satisfy your audience's quest for knowledge at different stages, video can be used in the same way. Furthermore, it can be used to achieve a variety of different marketing objectives such as recruiting new talent, humanizing your brand or sparking real-time engagement. Video can & does enhance the customer journey at every stage. #videomarketing Click To Tweet
3. Video can inform, engage and convert. Video, both produced and native, has long-been dubbed as a great way to inform and engage your audience. Studies have shown that we spend a huge chunk of our online time watching video, often multiple times a day. (My personal favorite are all those Tasty videos of recipes I'll probably never make.) But if you've been skeptical on the conversion power of video, don't be. According to the report, roughly 70% of participants said video converts better than other forms of content.
What does this mean for marketers? Building off my point in the previous section, if you really want to commit to video and drive the ultimate objective of getting conversions, you should aim to create relevant, quality video content for every level of buyer's journey. 70% of marketers say #video converts better than other content forms. @DemandMetric @vidyard Click To Tweet
4. Advanced measurement is key to unlocking the best ROI. As with any marketing initiative, measurement is critical to understanding how you're performing and uncovering opportunities for improvement. However, most marketers are just tracking and analyzing the basics such as views or shares-making it difficult to map video to ROI. According to the report, just 13% of respondents said they're using advanced metrics such as views by embed location, viewer drop-off rates, heat maps and attribution to sales pipeline. However, of that 13%, 71% say that these metrics help report much better on video ROI. “A true and accurate measurement of the ROI of video (or any type of content) requires the adoption and use of advanced metrics,” the report states. “When advanced metrics are not in use, ROI determination is an estimate at best. When advanced metrics are in use, marketers have the information they need about video content performance to achieve even better results.” What does this mean for marketers? Marketers are often looked at as the spenders within an organization. And while video can no longer be considered a “rising” trend, it can still be hard to get buy-in and more budget if you can't prove its value. According to the report: “The best way to capture and exploit advanced metrics is to integrate video viewing data into Marketing Automation and/or CRM systems.” Advanced #videomarketing metrics are key to achieving better results. @DemandMetric @vidyard Click To Tweet
Running a contest or a promotional giveaway is one of my favorite ways for a company to connect with their customers. But like in so many other aspects of business, I see too many people doing this wrong. That's okay...for now. While it may sound simple, promotional campaigns like this aren't as easy as just picking a name out of a hat. You want to run a giveaway that creates brand awareness and generates a profit for your company. When done correctly, this won't cost much at all. Contests can even generate some free advertising for your brand. This is especially true if you use social media as the platform for your giveaways.
Eighty-nine percent of marketing experts said social media increased exposure for their companies. In addition to exposure, social media marketing: [list] [*]generates leads [*]increases website traffic [*]improves customer relationships [*]helps search rankings [/list] That's what you need to remember. Giveaways are a marketing tactic. If you're not using these tools to promote your brand and ultimately increase profits, you're doing it wrong. I've got plenty of experience in this space. I'll show you how to run a profitable giveaway and provide some examples for you to follow as well. Figure out what kind of contest you want to run Not all promotional contests are the same. There are three main types of promotions you can do: [list=1] [*]Contest [*]Sweepstakes [*]Lottery [/list] If you're running a contest, it means the participants are doing something requiring some sort of skill and effort to win a prize. Some popular contests may include a photo, video, essay, or caption. The winners are selected by some sort of vote or judgment. Here's an example:
The picture that has the most likes will win this contest. A sweepstakes, on the other hand, requires no skill and is based completely on chance. Winners get determined randomly. Purchases, payments, and other considerations cannot determine the winner of a sweepstakes. A lottery means contestants made some sort of a purchase or monetary contribution to participate. For example, buying a ticket for a chance to be selected would count as a lottery. Don't do this. In fact, state and federal laws restrict these kinds of giveaways. It's in your best interest to stick to contests and sweepstakes. Before you get started, ask yourself if you want to give something away randomly or if you want a skill to be involved. There's nothing wrong with a sweepstakes, but I think contests are more effective. When your customers know their efforts will increase their chances of winning, they get more engaged with your brand. Choose the right platform Now that you've decided whether you'll run a contest or sweepstakes, it's time to figure out where you'll host it. [list] [*]Facebook [*]Twitter [*]Instagram [*]Your website [*]Email [/list] All of these are viable options. In fact, you could potentially run the same contest on multiple platforms. Select a winner on each one. That could get your customers to participate more than once and increase your brand exposure even more. Here's an example of a website contest from Fairmont Hotels & Resorts:
It's very professional and well written. With that said, you don't want to limit yourself by running a giveaway solely on your website. How often do people visit your site? Probably not as often as they do social media platforms. That's why I recommend using social media as the primary platforms for your giveaways. It's a great way to establish brand loyalty.
The people who follow you on social media are already interested in your business. Running a giveaway there will pique their interest even more. Plus, any actions they take, such as liking, commenting, posting, or sharing, will get viewed on the newsfeed of all their friends. Set a deadline It may sound simple or obvious, but you would be surprised how often I see people make this mistake. Your deadline needs to be clear for a few reasons. Let's say a customer or prospective contestant wants to enter your giveaway. If they don't see a posted deadline, it could turn them away. This person may just assume the deadline has passed even if you haven't chosen a winner yet. You're also missing out on a chance of getting more exposure if this customer decides not to share the information on their social media platforms. Another reason you'll need to post the deadline is to avoid late entries. Pretend you're running an Instagram contest where the winner is selected by the highest number of likes on a photo. You choose a winner, but a few days later someone posts a picture that gets more likes than the one you selected. This contestant contacts you for their prize. Now what? You're put in a tough situation, and overall, it's not a good look for your company. Adding a deadline to your giveaway is easy. You have no reason to forget it:
Look at the example above. See how easy that was? Next time you run a promotional giveaway, make sure the deadline is clearly posted. It will save you some headaches down the road. Make sure the rules are clear Piggybacking on my last point: you don't want to create any confusion while running the contest. Depending on your location, rules may vary from state to state. You'll want to make sure whatever you're doing falls within legal regulations. Here are some things commonly included into contest rules: [list] [*]Eligibility (age, location, etc.) [*]No purchase required [*]Purchases don't increase chances of winning [*]Dates (winner chosen and winner notified) [*]Judging criteria (for contests) [*]Privacy laws regarding the winner identity [*]Odds of winnings [/list] If you're running a contest on a specific platform, make sure you're compliant with their rules and regulations as well. Here's a link to the Facebook guidelines for running a promotion, which is definitely something I recommend you review before getting started. For example, you must acknowledge your promotion is not endorsed by, sponsored by, or affiliated with Facebook (the company) in any way. Facebook also prohibits using phrases like: [list] [*]“share on your timeline to enter” [*]“post this on a friend's page to enter” [*]“tag your friends to increase chances of winning” [/list] While you want to encourage posts and shares, make sure you do it within the rules. Here's a snippet from TMZ's contest rules and regulations:
The full page is much longer, but they clearly and thoroughly post everything to avoid any potential confusion, liability, or legal trouble. If you have a long page of rules, consider providing a link to your website for a full explanation. That's more efficient than trying to post something long, as in the above example, as your Instagram caption. The prize needs to be relevant What are you giving away? It needs to be related to and appropriate for your brand and image. Let's say you're a company specializing in snowboarding and ski equipment. Running a contest that gives the winner round-trip tickets to the Bahamas doesn't really speak to your audience. Flying them to a ski lodge in Colorado would make much more sense. If you're giving away a physical product, include a photo of it. Telling the contestants you're giving away a new camera isn't as effective as showing them the camera. Here's an example of a giveaway from Ticket Master:
It's relevant. You can buy tickets to sporting events on their website, so they're giving customers a chance to win a trip to the Super Bowl. Although they didn't include an image of the actual tickets, the Super Bowl logo is just as effective. Visuals speak to people more than words. That's why it's important to incorporate them into your promotion. Create a customized hashtag for your giveaway Hashtags are one of the best ways to promote your brand on social media. Come up with something unique that speaks to your company as well as the promotion. If you're having trouble coming up with something, you can use an online resource like Hashtagify to come up with related tags and trends for your industry. Use that as a guide to create your own, but make sure nobody else has used it before so there's no confusion. For those of you who already use hashtags successfully to promote your brand, make sure you come up with a new one for each contest. Here's a great example of how High Society Freeride used a unique hashtag to promote their giveaway:
Notice how they effectively used capitalization, so the hashtag pops and is easy to read. #OneLifeMakeItCount reads much better than #onelifemakeitcount. The hashtag can be the way you find a winner of a contest. Just click on the hashtag to view all the pictures, videos, and posts. That's the easiest way to review and judge which entries were the best. The hardest part about using a hashtag is coming up with a creative one in the first place. After that, it doesn't require any effort or money from your company. Hashtags can also increase engagement and make it easier for you to spread the word about your giveaway. Make sure mobile users can access and participate in your contest I mentioned earlier that you shouldn't run a giveaway just on your website. Keep mobile users in mind when you're coming up with this marketing strategy. Mobile users spend the majority of their time using apps:
Consider using platforms that are strictly for apps. Instagram is a top choice for this. Facebook and Twitter also have mobile applications, which is why earlier I recommended social media platforms as the top resource for giveaways. If your company has its own mobile app, run your giveaway there as well. You can send users who downloaded the app notifications of the promotion directly to their phones. Allow contestants to share the contest with friends and family To get the most exposure, your giveaway needs to be shareable. Earlier I mentioned that some platforms, such as Facebook, prohibit you from using certain statements to encourage sharing. But you can still include social sharing icons on your website. Here's a great example of how Fatherly did this to promote their sweepstakes:
Again, the whole idea behind a giveaway is to turn a profit for your company. Allowing users to share this content will drive more traffic to your site and potentially improve conversions as well. Notify everyone when you've selected a winner This relates back to the topic of establishing a timeline. Take your deadline one step further. For example, the date for participants to enter your promotion may be the last day of the month. However, it could take you up to a week or two to go through all the entries and select a winner, especially if it's a contest with lots of participants. Make it clear when a winner has been announced. Look at how Starbucks did this to announce the winners of their red cup contest:
Make sure you have the winner's consent to reveal their identity-if you are going to do that. All of that should be clearly outlined in the rules (which we discussed earlier) to avoid any problems or confusion. Conclusion Don't run a giveaway without a clear goal or reason. Like every other business decision you make, this will require some thought and planning. First, you need to determine which kind of giveaway you'll run. If you want the winner to be completely random, you should hold a sweepstakes. Contests are better if you want a skill, voting, or judgment to be involved in determining the winner. Run the contest on multiple platforms. Social media works best for establishing customer loyalty and increased brand awareness. It also makes the promotion more shareable. Set a deadline and clearly post all the rules for your giveaway. Make sure your prize is relevant to your brand. Creating a unique and customized hashtag will help you promote your brand and get more recognition. When it's over, make sure you announce to everyone a winner has been selected. What do you do after that? Continue to run more contests! If you follow these tips, it will be profitable for you every time. What unique hashtag will you come up with to promote your giveaway on Instagram?
Just in case you've been living under a rock for the past five years, Tinder is a hugely popular mobile dating app that matches potential partners based on user data and proximity. Since the application was launched in 2012, it has experienced explosive growth. Within two years, Tinder boasted 800 million swipes every single day. As of 2017, that daily figure is 1.6 billion. So what makes Tinder so special, and what can we learn from Tinder's growth that we can apply to other businesses? You've probably heard the phrase “sex sells.” That's certainly part of the picture, but there are many other facets of Tinder's growth engine that are worth admiring. Conceptual Design If you look at all the major case studies for growth hacking in recent years, from Airbnb to PayPal, they all have one thing in common: an excellent product. On a conceptual level, Tinder is ingenious. All marketers know that consumer behavior is driven by emotions rather than logic. To be specific, people are motivated to act due to two reasons: [list=1] [*]The desire to move towards pleasure [*]The desire to move away from pain [/list] Tinder's users are motivated by seeking out romantic encounters (pleasure) while simultaneously avoiding rejection (pain). We're not talking about mild emotions here. These are core human desires with an evolutionary basis. It's theorized that the fear of rejection stems from when humans lived in primitive hunter-gatherer societies. With limited amounts of potential mates in a small tribe, being rejected could entail the end of your lineage and in some cases, would lead to ostracization and death. Today, rejection is a stinging emotional experience that people don't want to go through. Google the term “approach anxiety” and you'll find a library of articles on the subject – indicating how serious of a problem it is for people. Since both parties have indicated a mutual attraction before a Tinder match is made, daters don't need to go through the experience of approaching someone they're attracted to while hoping the other person feels the same, and don't have to worry about being approached by someone they have no interest in. Additionally, Tinder uses the intermittent reward system. New matches are a “reward”. You get excited when you swipe right and it's a match, you get the push notification telling you there's a new match waiting for you when you open the app. When using Tinder, you likely won't get 5+ matches a day, or even a match a day. So when matches become scarcer, they are more valued, and then when they come, it's a huge (and addicting) reward. You get back into the app, keep swiping, keep messaging, and it becomes a “must have” in your life. Rewards come early (the critical first few tries for a user, when it determines if they'll be sticky, they quickly see the first signs of value from the app when they get new matches. Overtime, the rate of new matches will diminish, but by then you're already hooked on the app. You get more matches because it's suspected that new Tinder users are shown to more people, and thus achieve more matches.) The emotional drivers of pleasure and pain are the cornerstones of Tinder's success. User Experience Even with a great concept, Tinder's success would have been severely limited if the user experience was inadequate. Fortunately, Tinder's creators were wise to the fact that we're living in a culture of instant gratification. While traditional dating sites require you to read long-winded profiles for potential dates, Tinder gives you an avalanche of potential partners that you can accept or dismiss in one hand gesture based on first impressions. In many ways, Tinder replicates real life. People make snap judgments all the time, and you're unlikely to get to know someone's favorite artists or movies unless there is an initial physical attraction. Tinder's CEO, Sean Rad, states: “We want to create experiences that emulate human behavior. What we do on Tinder is no different than what we already do.” In order for word of mouth marketing to be effective, it's important for user onboarding to be smooth and efficient. If your friend has got you excited about an application but you're having trouble logging in or understanding how to use it, then it's not very useful. If you have a Facebook account, you simply connect it to Tinder, pick your photos, and start swiping. You don't even have to include photos to start swiping (but you probably should considering this is dating). [center]The application has a four-step tutorial that you can skip at any time by logging in using Facebook. With a marvelously simplistic onboarding process, Tinder maximizes the impact of word of mouth marketing. (Image Source) And while there's a bio section, you don't even have to go through the pains of creating a witty bio before you can start swiping. Tinder already looks at your Facebook Likes, Friends, and creates “shared interests” and “Mutual Friends” with potential matches. [center]Image Source Compare this to the wringer that most dating sites put new users through. You have to write your bio, list your favorite books, movies, what you're looking for, etc. By the time you can actually start viewing profiles you've already used 20 minutes of time writing a bio that few people will read. Unlike the desktop, the smartphone is an ideal device for Tinder's fast-paced dating action. Swiping left or right on a smartphone just feels natural – akin to swiping through a deck of cards. Given that smartphone displays are image-centric, you're compelled to make snap decisions primarily based on looks. Some would argue that this is superficial, but maybe dating is more superficial than we'd like to admit? With an excellent product, in both concept and execution, the team at Tinder deployed some powerful growth marketing tactics in order to generate attention. The Two-Sided Network According to Wikipedia, two-sided networks are: “economic platforms having two distinct user groups that provide each other with network benefits.” In the case of Airbnb, the brand was only successful because there were enough hosts and guests to facilitate each other's interests. Simple laws of supply and demand. For Tinder, both men and women would be required to make the app work. Additionally, a significant portion of the user base needed to be attractive – otherwise there would be insufficient matches. In order to get heterosexual men on the platform, there needed to be heterosexual women already present, and vice versa. So, which demographic would need to come first? Tinder came up with a smart solution to this quandary. Having enjoyed her experience in a sorority at college, Tinder's Vice President of Marketing at the time, Whitney Wolfe, set off to acquire campus VIPs as early adopters. Tinder also got a fair amount of publicity during the 2014 Winter Olympics when snowboarder Jamie Anderson and others revealed that they've been using Tinder. This added to the social proof of Tinder, which only helped its user base grow more. [center]Image Source Interestingly, former UFC champion Ronda Rousey stated that she didn't have much luck with Tinder because of her fame, and actually signed up using a fake name before being found out. Given the UFC's predominantly male fan base, I'm sure a significant number of UFC fans became Tinder users upon hearing the news. With “high quality” models and sorority leaders using the application, this would do away with the negative stigma that digital dating is for lonely people. Instead, Tinder would be an application that social, attractive people use to make their good dating lives even better. Campus Presentations On a tour of numerous campuses in the United States, Wolfe gave group presentations about Tinder to sorority houses. At the end of the presentation, Wolfe insisted that all the girls sign up for the application. Immediately afterwards, she would go to the corresponding brother fraternity and encourage the guys to sign up. Right away, the guys would see profiles for the attractive girls that they already knew, but hadn't had the opportunity to interact with in a romantic context. Because campuses have a dense population of single students in close proximity, initial users had more than enough potential matches to keep them engaged with the application. Parties and Outreach In another display of Tinder's marketing ingenuity, Tinder hosted a party for a USC student's birthday and went the extra mile to make it amazing. Tinder paid the bill for the party in exchange for putting a bouncer at the door that only let people in after downloading the application. When Wolfe returned after her college tour, Tinder's user base jumped from 5,000 to 15,000. This is when word of mouth marketing gained momentum. Parties would still play a prominent role in Tinder's marketing strategy as the application expanded beyond the American college system. With launch parties in Mexico, Japan and England, Tinder brought nights of fun and entertainment to singletons around the world – while simultaneously promoting the Tinder brand.
As a result, Tinder's user base expanded. In the initial months, 85% of Tinder's users were within the 18-23 ages, but by the following year that same age range represented only 57% of all users. Conclusion The growth of Tinder can be attributed to a quick onboarding system, an addicting product with random rewards (matches), a unique dating product that was different than current options, and successful launch parties. Have you used Tinder? If so, what about the application encourages you to keep coming back? Please let me know in the comments below. About the Author: Aaron Agius, CEO of worldwide digital agency Louder Online is, according to Forbes, among the world's leading digital marketers. Working with clients such as Salesforce, Coca-Cola, IBM, Intel, and scores of stellar brands, Aaron is a Growth Marketer – a fusion between search, content, social, and PR. Find him on Twitter, LinkedIn, or on the Louder Online blog.
Email vs. SMS: Battle of the Heavyweights [Infographic] In a battle of email vs. SMS, who is the winner? This infographic shows the differences between the two tactics in terms of volume, engagement, preferences and effectiveness by medium. MarketingProfs
Twitter trolls itself on new 280 character limit As you may have heard via everyone's favorite venting platform, Twitter has increased their allotted character count to 280. While many are happy with this change, some are disappointed or even concerned that it will ruin the value of the platform. CNN Tech
Google's AI Wizard Unveils A New Twist on Neural Networks This is a story 40 years in the making. Geoff Hinton (the man behind AI) published two new papers that offers a new twist on neural networks that enable machines to better understand the world via images and video. Wired
Study: Longer Videos Mean Higher Engagement Even in the age of decreased attention spans, it seems that audiences prefer long-form video over short-form video. In fact, videos over 90 seconds receive 78% more shares and 74% more views. MediaPost
Instagram Stories and WhatsApp Status hit 300M users, nearly 2X Snapchat When it comes to features, it's hard to tell the difference between Instagram Stories and Snapchat these days. Now that Instagram Stories has a solid user base, it's time for Facebook to innovate and move away from copycatting Snapchat. TechCrunch
Facebook Registers Soaring Ad Revenues, Mobile Dominates. Facebook experienced amazing third-quarter results with almost a 50% increase in advertising revenue. Additionally, 88% of that revenue is represented by mobile advertising. MediaPost
New Salesforce And Google Partnership Shakes Up The Cloud Race The chocolate and peanut butter of marketing and sales analytics are finally coming together, as Google and Salesforce announce a new joint venture. Salesforce is committing to using Google's G Suite, while Google Analytics will be fully integrated with Salesforce's core platform. Salesforce has committed to using Google's cloud storage as well, but will maintain multiple cloud vendors for the time being. Forbes
Older Photos and Videos Can Now Be Added to Instagram Stories Instagram is now allowing users to add older photos from their camera rolls into their Instagram Stories. According to AdWeek, "Instagram said it will automatically suggest a new sticker to add context on when older photos or videos were taken, and users can choose to rotate, resize or remove the new sticker altogether before sharing their Stories." AdWeek
What were your top digital marketing news stories this week?
When you hear 'website popup' in a marketing context, my bet is-as a discerning marketer-you all but cringe. Surely these boxes that jump up in the middle of a screen are for low-level marketers. They're scammy, make you lose your train of thought, nobody likes them,...you'd never use 'em. But can you really hate popups if they're found to drive results? As heated as the debate can get, Richard Lazazzera, an ecommerce entrepreneur and Content Strategist at Shopify has a fair point in this reply to a comment on his blog post:
Image via the Shopify blog. And drive sales they can. By experimenting with popup overlays, Sydney-based Canvas Factory (an ecommerce shop providing high-quality canvas prints) has found a ton of success engaging prospects at exactly the right time. Using just one popup that appears across several of their domains, Canvas Factory discovered the targeting that worked best for them, and-most importantly-brought in 1.1 million USD in revenue(!) via their offer. In today's post, we'll share Canvas Factory's story, along with some lessons learned, so that-if you're tempted-you too can convert more site visitors. Canvas Factory's approach to ecommerce popups Similar to many ecommerce brands, Canvas Factory wanted to convert more of the visitors leaving their site empty handed. They'd realized some prospects only needed a moderate incentive to get over any purchase anxiety, so they had started offering a small discount via a coupon. Eventually they wondered if the coupon would perform even better if delivered via a popup at the right moment. Experimenting, they created this popup overlay in Unbounce for their site:
One of Canvas Factory's domains outfitted with their popup. They duplicated this one design eight times for running across different domains on certain URLs. The copy was the same for each, offering $10 off someone's first order in exchange for an email, and only appeared as someone was actively trying to leave the site, once per visitor. The main difference was location. The brand ran four of these overlays across their product pages on their Australian and New Zealand domains, while another four appeared on the Canvas Factory blog across the same domains. How'd the experiment go? The Unbounce popup overlay has now been running from November 2016 to present and in comparing the period before using the popups to promote this same coupon code to now: [list] [*]Canvas Factory has seen a 6% to 9% increase in use of the coupon, and [*]Subscription to their mailing list has grown by over 14.3%. [/list] Now the brand's marketers can do a better job actively nurturing prospects claiming the coupon, and re-marketing to successful first-time customers. But in terms of the bottom line? Managing Director Tim Daley says it best:
“Unbounce played a key part in Canvas Factory's conversion rate optimization activity for our subscriber campaign. This has contributed to over $1.1 million dollars in purchases.” $1.1 million the brand may not have otherwise seen had they not tried the overlay? If that's not making you reconsider whether or not your personal distaste for popups should stop you from trying one out, I'm not sure what will. That said... How'd the brand track success? Tim tells us the coupon use was measured by integrating Unbounce popup overlays with their mail platform and their payment gateway CS-Cart: “This [integration] allows us, per country level, to collect new subscribers, partition [them] to relevant country and then track their individual and group purchase application of the coupon acquired through the popup.” Ultimately the integration lets Canvas Factory see: [list] [*]How many customers are using coupons + how many discounts are being used total [*]Total revenue before and after coupons are applied [*]Average order value before and after coupons are applied [*]What kind of customers the brand's attracting with coupons [/list] All very useful factors in understanding how long a campaign like this is feasible for, and experimenting with different discounts. Want to push your lead data collected via landing pages, sticky bars, and popup overlays through to your mail platforms and other tools? See our Integrations Powered by Zapier and all the connections available right in Unbounce. It's all about location: A lesson on why popups in the wrong place are a big mistake Your gut feeling that popups can be scammy? It's not far off. If used incorrectly at the wrong time or on the wrong URL of your site, they certainly can be. We've all seen these types of popups and they're maddening. In Canvas Factory's case, it wasn't as simple as create the popup, set it and forget it. In running their Unbounce popup overlay in several locations, they've learned placement and timing is critical. In Tim's case, he discovered that the blog wasn't the proper placement for this particular offer, it was simply too soon in the buyer journey to be offering someone a discount. With posts on the brand's blog aimed to help you take better photos of your kids and other photography tips, this level of awareness doesn't really align with wanting to purchase right away. Overall, Canvas Factory's blog popup conversion rate was 0.18% versus the up to 11% conversion rate they'd seen on product pages where the purchase intent was likely higher.
As outlined above, aim to align your offers with buyer intent. The lesson: If you choose the right place for your offer (pricing pages and high commitment URLs in Canvas Factory's case), you'll see results because you offered a timely and relevant incentive. In the wrong place, however, you simply won't see the results you want, and worse, you'll irritate and annoy your visitors. Get actionable tips on where to place your popups, and which types of messages perform best in our Best Practice Guide. So you shouldn't use popups on your blog? No-Canvas Factory's unique experience isn't to say that popups on your blog won't work, because they definitely can. You just have to choose the right kind of offer and perfect targeting. Because your blog readers may not be product aware yet, you need to align your offer with the level of awareness readers do have about your company (i.e. they might be open to a free in-depth ebook about the exact topic they're already reading about). You might also try directing your blog traffic to an even higher-converting area of your site. Here's a super relevant clickthrough popup Seer's Wil Reynolds uses to offer up more relevant content on his site:
By proactively serving up what prospects might want next, Seer becomes more trustworthy and keeps people engaged on their site longer (which is a great sign in Google's eyes). You can make traffic shaping like this the goal of some of your popups in locations where a higher-commitment ask doesn't make sense. Try an Experiment Yourself Overall, popups can definitely be annoying when used aggressively or poorly (there's no arguing that) but, as we've seen with Canvas Factory, proper targeting and relevant offers can make all the difference to both marketers and site visitors who can be receptive to proper incentives at the right time. If you've got a great campaign or offer running, a well-timed and targeted popup could ensure all the right people see it and that you don't leave opportunities on the table.
Think about every marketing message you saw yesterday. Every newspaper ad. Every email. Every sign being twirled around on the side of the street. Did you stop to read each message? Watch every commercial? Think about the message? Decide if you should go for the call-to-action? No you didn't, did you? You ignored the vast majority of the messages. A few you actually noticed and rejected. You consumed less of them. And maybe acted on a handful. And the reason is, when you saw most of those messages, you probably weren't waiting to be sold. You were busy doing something else. Maybe something related. At best you were probably looking for a solution to a problem. Or maybe something totally unrelated and didn't even notice the message. Now flip the script. That's how you act as a customer, but when you're the marketer, account executive, copywriter, art director ... how do you approach each piece you create? You likely have a deep understanding of the product, the copy, even little details of the ad. Perhaps even a deep affection for the product, the landing page or the ad - after all, many marketers end up entering their work into awards shows because they're so proud of it. Bridging the customer-marketer divide As a marketer, you need to do the seemingly impossible. You need to bridge this divide for your entire team. The divide between the customer and the marketer. I found myself in this very situation recently while working on a video script for The BairFind Foundation, a nonprofit that uses sports marketing to raise awareness for missing children. MECLABS Institute has taken BairFind on, pro bono, as a Research Partner to use our conversion optimization methodology and practices, which we usually apply to business challenges, to help this nonprofit meet its own goals. BairFind has signs in 151 Minor League ballparks across the nation, with pictures of missing children. It was recently featured in USA Today. League and team presidents were hungry for a video to play in their stadiums about the nonprofit organization, and it was my job to deliver. So this was a quick-turnaround project, and I had little familiarity with the intended audience of the video. Ever find yourself in this situation? Here's something that might help ... Free customer theory development tool I took what I learned from University of Florida/MECLABS Institute Communicating Value and Web Conversion graduate certificate program and began to build a customer theory dossier. I'll show you how I used it in just a moment, but first - you can download a free version of it as well, and use it as a tool on your next ad, campaign or marketing initiative. FREE CUSTOMER THEORY DEVELOPMENT DOWNLOAD
Step 0: Identify as many distinct customer profiles as necessary Before you can even start building a customer theory, you must determine which type of customer you're building that theory for. Here's why this pre-step is so important. If you're building an ad or other marketing pieces with a strong, unique value proposition, it will speak very directly to a specific type of customer. Boom. Hit them square in the chest, so to speak. You can't do that if you try to be everything to everyone, if you're blandvertising. This is also important. While there are certain types of customers you shouldn't try to serve because you aren't the best solution for their needs, there are other types of customers you can serve. Some marketing communications will speak to all those types of customers at once. But more likely, for most of your marketing campaigns, you'll want to zero in on as unique and homogeneous a group as possible. As an example, here are the possible customer profiles I listed for BairFind Foundation. [list=1] [*]Parents at a Minor League Baseball game [*]Grandparents at a Minor League Baseball game [*]Children at a Minor League Baseball game [*]Adults with no children at Minor League Baseball game [*]Marketer from a retailer or other potential corporate sponsor [*]Minor league team presidents [*]MiLB league presidents [*]Marketers at MiLB teams [*]MiLB baseball players [*]Sports and other local and national media [/list] For the video script, I chose to focus on parents at a minor league baseball game. If you watch the video (embedded at the bottom of this article), you can see why that choice is important. I sought to grab their attention from the very beginning and hit them hard with something they could easily relate to. I couldn't have done that if I tried to write a video for all 10 of BairFind's customer profiles. Even just adding a second customer profile would have made that harder. This doesn't mean that customers in those other profiles won't be able to understand and perhaps act on the video. But it means I wrote the video with those specific people in mind. Step 1: Create a list of preliminary customer insights For my selected prospect profile, I began to list out some basic insights about the ideal customer - parents at a Minor League Baseball game. I started with my own gut and intuition, and expanded using some basic internet research. This was, of course, a very small project. And a pro bono one at that. But if you have a larger, higher profile project, you might want to conduct deeper research to get these insights - social listening, focus groups, interviews, surveys, etc. It helps that I'm somewhat in this demographic. (I am a parent, although the last time I attended a MiLB game was before I became a parent.) But this exercise is all the more important when you're not in the target customer profile. Marketers often fall into the trap of “I'd want this” or “I'd want that.” But if you're not the ideal customer for that product, the actual customer might want something very different. So this tool helps you get as close as possible to a fundamental insight - not what you'd want if you were in the customers' shoes, but what the customers in those shoes actually want themselves. Here are the insights I came up with: [list=1] [*]Parents age 21-54 [*]Have children 0-16 [*]Limited external funds for entertainment [*]Focused on having fun at the ballpark, not really thinking about other issues at that time [*]Family oriented [*]Diverse level of education [*]Diverse ethnicities [*]Don't have much additional spare time to help community [*]More likely than the general population to have smartphones [*]Community minded [/list] Step 2: Categorize these preliminary insights Next, categorize these preliminary insights into attributes, context, desires and fears. As you do this, it will likely inspire you and your team to come up with new insights you hadn't considered before. The context is an important reminder. For example, you may view a print ad in isolation, nicely mounted on a piece of blackboard. However, the customer will view the ad in a newspaper with many competing articles and ads trying to get their attention. In addition to what's in the newspaper, they may be reading in a crowded coffee shop or subway, or perhaps they're at home with children who are trying to get their attention. In this case, we would view the video in a studio on a nice hi-def superwide Apple monitor with superb audio speakers. However, the customer may be viewing it on a washed-out screen in a noisy stadium between innings. In addition to the context, it's important to understand your ideal customers' desires and fears. We all move toward pleasure and away from pain. What are they trying to achieve? What are they trying to avoid? You'll note in my example below that not everything I included directly relates to the BairFind Foundation, missing children or the call-to-action. It's very easy for us as marketers to only focus on what we want customers to do, or the tiny sliver of their life that relates to our product or ask. However, real human beings aren't two dimensional. And their experiences in life are much broader and deeper than just those that relate to your product. And at the end of the day, all those perceptions ultimately affect how they regard your message. After all, as the Talmud says, “We do not see things as they are. We see things as we are.” Attributes (Demographic Characteristics) [list=1] [*]Ages 21-54 [*]Diverse education level [*]Diverse ethnicity [*]Moderate household income, however, 29% HH income $100K+ [*]78% own home [/list] Context [list=1] [*]Family of four can see ballgame for $62 [*]Some fans attend just a few games per year; some are season ticket holders [*]Between innings, they are distracted [*]Receive many promos throughout the game [*]Children will be going back to school soon [*]Likely watching on a washed-out screen in a noisy stadium [/list] Common Desires (Moves Toward) [list=1] [*]Experience budget-friendly entertainment [*]Create happy memories together [*]Be a part of the community [*]Be the hero to their kids [*]Be a good parent [*]Be an upstanding member of the local community [*]Relax with family [*]Escape pressures of life [*]See a future big leaguer [*]See the local team win [*]Have a story to tell their friends the next day [*]Watch the mascot do something funny [/list] Common Fears (Moves From) [list=1] [*]Something bad will happen to my children [*]I can lose my job, and I won't have enough money to support my family [*]The home team will lose [*]Will my kids throw a temper tantrum if I don't by them cotton candy at the game? [*]Crowds and traffic leaving the game [*]Violence will come to my country/my town/this baseball game [*]Will this game get rained out? [*]If I text a donation, will I be continually sent text messages [*]What if I think I know the missing kid, tell the cops, but I'm wrong [*]Will my kids need a nap at the game? [/list] Step 3: Unanswered questions about the prospect Generate a list of the most important unanswered questions about the customer's identity and behavior. Unanswered Questions about the Prospect (Parents at a Minor League Baseball game) [list=1] [*]Will they be too distracted to pay attention to a video between innings? [*]Will the donate message make them more or less likely to look at the sign? [*]Do they understand how to text to donate? [*]Is $2 the right amount to ask them to donate? [*]Is a video the right way to ask them to donate? [*]Would they refer a friend to donate? [/list] These first three steps are part of the MECLABS Seven-Step Customer Theory Development Framework that is taught in the University of Florida graduate program. The full framework also includes conducting experiments to build a robust customer theory discovered from customer behavior to answer some of these questions. In the case of this project - a simple video for a nonprofit - we were unable to go full on through all seven steps and conduct experimentation. However, I still find this step helpful because it instills humility as part of the process. As much as you have certain assumptions about the customer, it forces you to admit there's still a lot you don't know. It also doesn't hurt to look back at these questions when you're working on the next project, see what the results of the previous project were, and continue to build a base of knowledge about the customer. Getting everyone on the same page In addition to helping the creators of the advertisement (copywriters, art directors, video producers, etc.) get in the minds of the customer, this tool helps everyone working on the project - from an account coordinator to the vice president of marketing, on the agency side and the client-side - get on the same page about which customers will (and won't) be talked to and what is important to those customers. This can help reduce rework, and lay the groundwork for successful creative pitches to clients. Which is what happened in this case. After I filled out the Customer Theory tool, I sent it over to Dennis Bair, Founder, The BairFind Foundation. I asked him for his perspective on the ideal customer as well, before writing the first word in the script. Once I was able to incorporate his insights, I wrote a script and sent it over to Dennis, and he loved it, providing only minor feedback. Here's the result:
It's just an example of how successful copywriting is about so much more than just great writing. So much fantastic writing never sees the light of day because it never gets the green light. Successful copywriting requires customer intimacy, but it requires client intimacy as well. Get on the same page with everyone you must collaborate with, and have the client share their key insights about the customer before you begin the creative process. And the same is true in reverse if you're on the brand side. Be proactive and make sure your internal or agency creatives have the same understanding of the customer as you do. As Sun Tzu has said, “Every battle is won or lost before it's ever fought.” If you'd like that free tool to use with your own clients, agencies and marketing projects, here it is again ... FREE CUSTOMER THEORY DEVELOPMENT DOWNLOAD You can follow Daniel Burstein, Senior Director, Content, MarketingExperiments, on Twitter @DanielBurstein. You might also like Customer Theory: How We Learned from a Previous Test to Drive a 40% Increase in CTR The Marketer as Philosopher book Customer Theory: What do you blame when prospects do not buy?