how to get your customers to help grow your business
TRANSCRIPT
@SamJaneNoble
#DigitalOlympus – December 2016
HOW TO GET YOUR CUSTOMERS TO GROW YOUR BUSINESS
SO MANY BUSINESSES ONLY USE PAID MEDIA TO
DRIVE CONVERSIONS.”
BUT IT CAN BE USED FOR SO MUCH MORE.”
Look at this typical conversion funnel…
500%more cost
It costs 500% more to acquire new customers
than it does to keep your current ones.
Source: Social Annex
Gone are the days when
all we had were keywords.
Advertisers now have more
to get excited about.
We can now target our
own audiences via PPC.
This is where paid funnel targeting gets powerful.
Competitors are unable to
replicate your audience.
And you can channel
your audience down the
purchase funnel.
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
14 strategies to shift your
mindset and think
beyond the conversion.
FUNNELBACK TO THE
LOYALTY
65%of consumers
say that receiving rewards impacts their
frequency of purchase.
Source: Social Annex
80%of shoppers
would switch stores or brands when offered a
compelling promotion.
Source: Access Development
8 strategies to boost the
lifetime value of a
customer
Limit customers leaving you by showing ads
when they search for competitor terms.
Remarketing to upsell customers to make
additional purchases.
Gmail Sponsored Promotions to upsell
customers to encourage additional purchases.
Unique discounts for existing customers to
appear in any ads they see.
Use dedicated landing pages for customers to
deliver different messaging and offers.
Use Countdown ads to include special repeat
offers for a limited time frame.
Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.
Use search ads for the Brand+Rewards terms to
drive traffic into your site rather than another.
ADVOCACY
88%of people
trust online reviews written by other consumers as
much as they trust recommendations from
personal contacts.Source: BrightLocal
92%of consumers
regularly or occasionally read online reviews for
businesses.
Source: BrightLocal
In the 2015 Bright Local survey, 40% say they
form an opinion reading only 1-3 reviews.
6 strategies to encourage
customers to recommend
you to others
Encourage existing customers to ‘Forward to a
Friend’ using Gmail Ads with unique discounts.
Use remarketing across platforms to generate
reviews from existing customers.
Use star ratings within Google Ads to highlight
positive feedback from customers.
Be sure to include reviews and testimonials on
your landing pages. Think H2H, not B2C or B2B.
Gmail Ads with Customer Match can be used
to promote a Refer-a-Friend Scheme.
Target customers reading emails from cash
back sites and promote RAF.
ATTR IBUT IONDON’T FORGET
Use the Assisted Conversions report to
understand the ‘actual’ value of non-converters.
The Top Paths report will show you which
campaigns drive the touchpoints before a sale.
THOUGHTSFINAL
You work hard to obtain
a new customer.
Don’t make it easy for
them to leave you.
…and use your happy
customers to gain new
ones.
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
