Driving SalesProperly qualifing leads and traffic that will convert into sales
Old media is dead and new media is getting ever more complex but also ever more powerful
The amount of positive interactions or touch points required for a prospective customer / client before a sale is increasing. In old media it was less than 8 positive interactions with a brand, now that figure is going close to 20! Why must there be so many positive interactions before a sale? The key reason is the competition for eye balls has significantly increased. People are exposed to more screens and opportunities to see an advertisement, meaning those ads need to be more effective and meaningful to that person.
When marketing was conducted through print (newspapers / magazines) and tv messages were broadcasted, advertisers had no way to pin point individual demographics apart from general demographics for a show being run or the readership genre of print.
So how can you drive sales in a very competitive market? Fortunately, Facebook and Google are the masters of data mining. They are able to segregate and pin point individual people and create laser specific demographic audiences. When an ad is created it can be specific to that person or audience, increasing the likelihood of making a sale.
More interestingly are Facebook’s conversion ads, where a tracking code is stored on your website named Facebook Pixel. For traffic that is useful (i.e. buys a product or submits their contact details in a form,) Facebook registers that event as good and determines what is common between each person that conducts that action. So when deciding who to display that ad to next Facebook priortises audiences that are likely to convert.
What is more powerful when used in conjunction with Facebook and Google ads is remarketing. Lets say for instance an ad is put out there, someone clicks on it and visits the website, but is not ready to make a decision. We know that 80% of people who have just been exposed to something are not ready to purchase right there and then. Money has been invested and that person has just left the website, so what re-marketing ads need to be put in front of that person to get them to come back to the website and take action? The ads that are shown can have context, i.e. they reached the checkout, but decided not to purchase, bring them back to the site and make a sale. Same goes for lead generation campaigns that person visited the landing page, poked around for a bit and just left, create another interaction with that person to make a sale.
Options to Drive Sales
Before a sale can be made traffic needs to be generated to a landing page, which compels that traffic to buy your product or service. Facebook’s offers various effective methods to put ads infront of the right people. Starting with a Facebook advertising campaign always begins with interest based targeting (i.e. they follow a certain page, of a specific age/sex/location and/or have interests in certain topics). Following an interest based campaign the customer data generated is fed into Facebook to generate a like audience, where Facebook finds commonalities between those people to target more successfully.
If there are people actively looking for a product or service they are searching for it on Google. This persents an opportunity to get infront of people when they are close to making a purchasing decision by having a Google Search Ad.
In Addition there exists Google Display Network, which is more like Facebook ads, where people of specific interests are targeted to generate traffic to a landing page or website.