So let’s tuck into exactly what we’re doing here!
Nobody knows your customers better than
you do your customers. Yep, I said it.
OK, so this should give you an idea of how a Responsive Marketing Strategy works. First off, I’d like to make sure you are aware that this isn’t a new strategy, it’s not a genius idea that only Credent knows the secret of.
This is similar to how nearly all marketers create a strategy that will give proven results.
That’s the aim of this strategy, proven results which we can build off to further our goals and scale our marketing efforts, returning more profits and growth for your business. Which again, is what it’s all about at the end of the day.
So, let’s explain what we’re actually talking about when it comes to the labels you’re seeing.
Visuals can be video or still images.
They could have wording over the top of them describing the product or service, and they could be in a few different styles, such a slideshow or carousel of images (like when you see an ad from eBay or Amazon with loads of products you can scroll through from left to right).
Remember, this is a sample of a campaign, and not a whole campaign. We’d likely be running a hell of a lot more than 3 visuals.
We test so many visuals to make sure we’re putting our best foot forward.
Our aim isn’t for one best performing image or video, but which style of visual works best in what situations and for which audiences.
Visuals are important, and just how important can depend on your businesses.
Although a picture says a thousands words, and a video says a millions, that can all too often be too many words.
Sometimes we just need our audience to know the key important facts which will be the biggest persuader into making a potential customer into an actual customer.
Which brings us to our next aspect, Copy.
Copy is simply the text we have accompanying the video.
Despite our beautiful images saying so much for us, it may be more important to tell people the key information.
Depending on which platform we’re using, our copy can range from a simple product description, to a special offer or promotion, a Unique Selling Point (USP), or anything else we may with to tell our audience which is key information.
Further on from this, our copy will often include a website link and a CTA (Call To Action).
A CTA is the button you see below an add, such as Learn More, Buy Now, Sign Up – you get the drift.
By taking action and clicking a CTA, we’ll take our customer to the next step of what we want them to do.
For some it may be a direct link to a website, others a booking form, landing page, product description and generally whatever we need the person to do.
We won’t always have a CTA go A-Z. Many companies, especially those with a higher price tag on their products, may want to ease the customer into our journey – which is where responsive marketing is super important, as we need to understand our customers journey, and the best way to do this is by monitoring the path they take to becoming a customer.
Using Facebook Ads as an example, on this platform, as well as others, we have our audience groups into three. Demographic, Behaviour, and Interest.
Age, Sex, Location (A/S/L? for all my Habbo Hotel millennials), Job, Marital Status, you get the idea.
We’ll initially base this off you current customer base, but we’ll also test demographics to see if we’re perfectly in tune with who we believe are our strongest demographic.
For example, sowing could be aimed at retirees – but guess what, there could be people in their 20’s who’re looking for time away from a screen with an inexpensive hobby that gives them a satisfying result. And a way to connect with Grandma.
On top of this, they may also be buying this a gift for Grandma – so it’s important to understand your demographic.
This can cover a huge range, such as purchasing behaviour, how likely they are to follow a page, how they interact with social media, but in this area something which is most important – how they behave with OUR advertisements and socials.
This is a super important detail, as we’ll base our future efforts on how customers behave towards us.
So super important to responsive marketing!
Now here’s where we may have to be creative.
Let’s say you want to sell some high quality boots. Perfect for hiking in the outdoors, but also durable enough for working in the garden throughout the year.
Well, we can search for people who are interested in boots. But most people have feet and need to protect them – so that’s nearly anyone!
So we need to go a step deeper. One place we can start is with competition.
If people are interested in another brand of boot, perhaps they’ll be interested in our boots.
So we target Timberland, Hunter and The North Face. Awesome!
However, these are very well established brands which people love.
We may run some test ads and find that these are people who already have boots by brands they recognise and aren’t interested in a new brand. Brand loyalty is huge in the fashion industry.
Now we have to think outside the box a little. Where might we go from here?
There’s a lot of places we can go, so we’d spread ourselves fairly thin but we might start looking into peripheral interests.
For instance, people who may have shown a recent interest in a Beginners Hiking Blog – awesome! Beginners are less likely to already be loyal to a brand and in search of new boots.
We could also see who has recently followed Gardening World Magazine and target these people, as they’re new followers who have taken up a new hobby and may well not be fully equipped – so we’ll put our product under their nose for a sniff!
A sniff works! But we want them to smell our food and order themselves a big ol’ plate of our boots – errm, you get the idea.
Now we’re getting an insight, we can build off of this.
New gardeners and hikers worked well, so we could find all the gardening and hiking blogs and target recent followers of them, as well as separately targeting beginner only interests, such as engineering gardening and hiking blogs or companies.
Where does this leave us?
At this point, we’d be combining our top images, with the best styles of copy and testing which combination works best on which audiences, whilst also understanding which audiences are worth diving deeper into.
It can get a little messy and by this point, we can easily have 30-50 different advertisements running.
That’s not a problem, and whatever works to a profit we’ll keep running.
Even if the profit is low, providing it gives a positive ROI we may well keep it running. Or we can focus our budget on scaling the top performing ads.
However, scaling comes with risks. If we’re spending £10 a day on ads and getting 2 customers, each worth £30 (£60 in total for the day), spending £100 doesn’t guarantee getting 20 customers worth a total of £600.
So, you’ll understand the importance of well managed campaign.
Hopefully you’ve seen how we’re RESPONDING to our audience. We tested images and responded with our best images.
We’re RESPONDING to what copy gave us the best results and focusing on that style of writing or particular promotion.
We’re RESPONDING to what demographic we saw success in and RESPOND by targeting them.
We’re RESPONDING to their behaviour as a customer and/or potential customer.
And we’re RESPONDING to the information we’re getting from customers interests.
All these responses come from data we receive.
We can also view things like comments and feedback, but largely, we’re going to focus on what gives proven results, instead of what people think our results should be.
We take action, gather data and respond by adapting our marketing strategy in the direction proven results.
It’s important to remember that there’s a huge amount we can learn from this data, and it doesn’t just stop here.
This is more so the fundamentals of a Responsive Marketing Strategy, as opposed to the whole picture.
But the real value is understanding the journey as a whole each customer takes. This is where we use deep data about how people interact with advertisements, a website, each particular page, what actions they take from that page to develop a strategy for growth.
From here, we would ideally be linking this to a funnel which we’ll go into more detail about in the next blog posts but for the most part, a funnel is how we’ll funnel traffic from a wide audience, down to purchasing customers.
We can also use a similar strategy with email marketing and other platforms, but the key things to take from this is that responding to your audience is a key driver of growth.
Our Responsive Marketing Strategy is also closely linked to the Start-Up methods used in companies like Tesla, Slack and Monzo.
The tough part for new businesses or those just starting out with marketing is understanding what success looks like and if it’s the type of success that helps you achieve your goals. And also what it doesn’t look like, when to stop wasting your budget. You have to know when to fold your hand.
In some sense, it can be like a poker hand, as you’ll need to spend a little to understand what’s working which is tough, as lots of traffic doesn’t mean lots of sales.
And a few clicks of a well targeted audience can be a whole lot more valuable than a thousand clicks from people who can’t afford your product or it’s totally out of their reach.