DIGITAL: EXCLUSIVE SERIALISATION • Does this product work?
• I need to prove my product is better than the competition.
We must start with something; however, to really hit the jackpot we need to listen. Who to?
You know those annoying loud, shouty people that comment on your Facebook ads that this product is a scam, or not as good as x, y, z. Or perhaps they buy your product and then moan about it on Feefo or Trustpilot. These people are inconveniently essential to your marketing efforts. Inconvenient because they are annoying.
However, for every loud person there will be 80 people who think something similar but are too British to say anything. These loud people are telling you the main objections that people have to your product. Every time someone complains or trolls you, make a note of it in a little spreadsheet, categorise them and put a count against each one. When you have your main objections, you can get to work.
For example, perhaps you are selling baby sleeping bags and the main troll comment you get is about how these bags are not better than a cot duvet for helping a baby sleep. Next you would need to answer the following question: How can
I, without a shadow of a doubt in the prospect’s mind, prove to them that our baby sleeping bags are the best sleeping solution and a clear choice over the competition?
Here’s how you might answer that question:
• Ask recent customers for testimonials on how improved their child’s sleep is with your product.
• Employ a doctor and scientist to take some measurements of a sleeping child in your sleeping bag compared to a normal duvet. Show the difference in restlessness over a night’s sleep. Ask the scientist and doctor to endorse the study and the product.
• Ask recent customers to specifically talk about their worries about the objection before purchase and how they are now free of the objection.
• Use an evergreen Facebook post that you get a ton of social proof on and has a lot of people commenting that ‘this is the most amazing sleep product ever’ and then use this as a remarketing post to traffic that comes to the site.
• Use video testimonials on the product page, with mums talking about before and after experiences.
Okay, so now we are starting to see what real marketing is. It’s not some quick trick but a carefully planned
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out sequence of believable proof that overcomes the prospects’ main objection in a predictable and automated way.
USE CUSTOMER LISTS IN GOOGLE ADWORDS Uploading your customer email list to Google AdWords is an excellent way to increase LTCV. Once you upload the list, you can choose to have Google show your ad or website to anyone on your list who searches for a product related to your business. Uploading your list also lets you bid on much more generic terms that you wouldn’t bid on for regular Google traffic. For instance, if you’re selling casters for chairs, you wouldn’t normally bid on casters. It’s too broad. In this instance, however, if you have a past customer that purchased casters from you, you’d want to bid on that keyword.
Using RLSA (remarketing lists for search ads) helps cultivate repeat customers, reminding them aof the good experience they had with you. Remarketing can be looked at as a type of marketing training for your clients. It’s easy to forget about a place you’ve shopped at once, maybe on a whim or during a busy holiday season. When combined with promos or discount coupons, remarketing can expose those first-time buyers to the benefits of being brand loyal.
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