Let’s see why knowing your customer is key to marketing and conversion success and from this insight you can begin to find opportunities for growth.
Valentin Radu is a businessman, a successful businessman, who believes knowing your customer is fundamental. He has built the first online car insurance company in Romania and sold it to within a few years.
So, if you’re Valentin, what do you do for an encore?
You build the tools you wish you had when you were building your business and offer them to other businesses so that they can be successful.
You can lead a horse to water, but he still won’t look good in a bikini.
Valentin Radu believes we spend too much time chasing new customers, when we should be spending our time and energy on our “true lovers”. Listen and see if you agree.
- The Human Biases Holding You Back. Learn more about human biases, how they work together, and why it impacts your role as a marketer.
- Gain Executive Buy-In. How do you know what made your customer buy to begin with? Who is your buyer? And when you get the answers to these questions – how do you get buy-in from leaders in the organization to make the pivots needed based on the data?
- Understanding What Drives. It’s important to know which calls to action tend to drive the most clicks, and which pages (Instagram, Facebook, Twitter, etc.) are getting the most ad traffic.
It turns out that these exciting tools bump up against something less procedural, and more… human.
Imagine this: You are offered a magical machine that lets you read the thoughts of the people coming to your website. Not the personal stuff, just the stuff that applies to your business.
You can see how they solve problems. You can try different designs, different copy, different calls to action to see if they find it easier to buy. And you don’t have to redesign your website.
You can hear what they are trying to do and what is confusing them.
You can point them to the information they need at any time.
And the magic tools wouldn’t violate their privacy in any way.
You might be skeptical, of course. But would you be resistant to this?
The answer is, that you probably would be. This is human. There are a number of biases that all humans harbor. These biases — confirmation bias, availability bias, novelty bias, survivorship bias — work together to keep us doing what we’ve always done, even when we clearly need change.
Fortunately, humans are also social animals. Our biases can be up-ended by the behaviors of others. When we talk about using social signals to change human behavior, we are talking about Culture.
In a company, culture is a huge, powerful lever. This also makes it difficult to move, especially if you are not a leader in your company. You can feel like Sisyphus, pushing that bolder up the hill. Over and over agin.
The opportunity, however, is great. Marketing has always been about knowing your customer. We’ve never had access to more information about our customers. Will you be an agent of knowledge or will you remain mired in your biases?
Understanding Your Customers
When a visitor arrives on your site what is it that you want them to do? Well most marketers would say first, you want them to buy. And then you want them to come back.
This is the charge.
So how do we take our customers — our site visitors — and turn them into ‘true lovers’ as our guest today, Valentin Radu from Omniconvert calls them?
Getting them to buy and come back is the charge. But here’s the challenge.
How do you know what made your customer buy to begin with? Who is your buyer? How do you know the action they took when they first landed on your site? How do you get the freedom as a marketer to experiment, to look at the data, to understand the data in order to make decisions to increase conversions?
And when you get the answers to those questions, how do you get buy-in from leaders in the organization to make the pivots needed based on the data?
Experimenting with Your Marketing
These are the questions we explore in this episode. Experimenting with your marketing is the only way that you can truly know what is working. It’s the only way you can succeed. Marketing and status quo cannot go together. At least for my listeners.
You might be thinking, that all sounds great Brian, but how do I influence change to allow for more more experimentation and effect true company growth?
Omniconvert is a CRO tool that helps marketers increase conversion rates. From surveys to overlays – it’s a marketers sandbox. You can find out more by connecting with me or head on over to omniconvert dot com.
When you get back to the office.
When you get back to the office, I suggest that you start using a little data in your decision-making process. You can start with some data that is already “laying around.”
When was the last time you looked at what your PPC and Facebook ad team were doing? Many digital marketers don’t spend a lot of time with the advertising, but there are some real gems of growth here.
And most of us are doing some sort of advertising.
Call down to your ad team and ask them for a spreadsheet of all of the ads they’ve been running. Go back six months or even a year. Ask for the ad text, the number of impressions, the number of clicks, the cost per click and the link URL. This is easy for them to generate. If they can track conversions, definitely ask for conversions for each ad.
Then spend some time with this data. You’ll understand:
- Which calls to action tend to drive the most clicks.
- What pages are getting the most ad traffic. You’ll want to go and see how these pages are performing in analytics.
- How many ads are sending traffic to the home page.
From this, you can begin to find opportunities for growth.
Are you using words like the best clicked ads? Are you sending good clicks to bad pages? And is there a better place to send traffic than the home page? The answer is yes, by the way.
Then share your findings with at least one other person.
You have just begun culture change. You radical, you.
Alright scientists, that’s it for this week.