Conversion and Channel-Specific Growth in Growth Marketing
Most of the time, your audience appears to be way more effective at recognizing and explaining what the value of your product is and that’s mostly because of a distinguishable and conversion-focused product messaging. What is Product messaging? A relevant, value-focused description or a message of a product on your website or landing pages that affects your conversion goals. Initially, good product messaging should be aligned to a prospect’s motivation and to improve the messaging strategy, customer research and analysis is predominant. Not every product messaging strategy is the same nor every product marketer enacts the same technique. So, let’s see some tips from Hopkin’s rule to develop a good product messaging.
- Be specific
- Offer service
- Tell the full story to be reasonable
- Be a salesperson for your own product
So, how do we get ideas to produce a killer product messaging copy? Looking at what customers have to say is the key to creating a good product messaging line. Where do we get the information/messages from? One of the techniques is Message Mining. It is the process of diving through the internet for instances of your target customer voicing and what they care most when it comes to your product. It can be reviews, interviews, polls and surveys from which you would be able to extract the foundation of your sales narrative copy. Even a single authentic amazon review by a customer would let you understand what the customer expectations and the pain points are. The course by CXL institute provides an impeccable idea about the topic.
Figuring out the unique value proposition is an essential factor to build a persuasive copy. The unique value proposition for a sales copy includes mainly 5 things. The reason to buy your product, what’s in it for the user, why should the user choose you, what’s the specific difference and what’s your unique advantage. If your value proposition fails, it’s not just because you’re putting together the wrong attributes, it can be because of the fundamental business issue that goes beyond what you’re going to put on a sales page or how you’re going to re-order your messaging. A good story is also critical to create the layout of a product messaging copy because human thoughts tend to arrange themselves in stories. Therefore, synchronizing your copy to the visitor’s thought sequence requires a story-based framework. Once you know what messaging you have to create, the next step is to find out what design looks the best because the design factors can dramatically influence your copy’s effectiveness. The data and design should always go hand in hand. When you layout your copy by adapting the required steps, it would definitely make your page stand out.
Product Messaging if often considered as one of the first steps in running a conversion-focused campaign. But, whether you’re trying to improve the SEO, content or SEM strategies, it is important to identify the channel that clicks best with your business and optimize around that. Here, I’m going to talk briefly about some of the specific growth channels like Email Marketing, Public Relations and Facebook Ads.
Let’s say, do you like to get business-related information to your social media accounts? Yes and No? Most of us prefer receiving information or messages to our emails rather than getting it via social media. So, email marketing is not going away anytime sooner. We generally get biased towards emails because it’s direct and relevant to the recipient with the product/content that are personalized. Email drives the best ROI of any marketing channels. But, there are certain things you should always do while preferring email marketing.
- Check the deliverability of the email
- Get permissions for specific countries.
- No harvesting emails from websites
- Follow the law to not to be tagged as a spammer
- Have a plan and set goals and metrics
- Have a testing plan to test and track. Watch for negative metrics as well.
- Personalize your email
And, there are certain things you shouldn’t do in email marketing and they are:
- Don’t start from scratch instead of building an email with the recent information
- Don’t use one big image or a bunch of small ones to avoid device visibility issues.
- Don’t buy an email list from other brands because their audience or prospects might not be the right one for you.
- Don’t ignore mobile visibility because around 60% of the B2C emails are opened from mobiles
- Don’t send out emails without a pre-flight check
Every email will have anatomy. Keep it skimmable and make the design accessible by blending both text and images. Optimizing the email marketing content would definitely trigger your conversion rates. The anatomy of an email includes:
- Subject line
- Main message
- Supporting message
PR is an earned media which distinctly overlap with content marketing and digital analytics. It’s a method of working with producers and reporters to pitch stories and get them either to write a story on the company, on a client or to get them to interview the CEO to do an interesting story on the product. PR isn’t paid advertising but it is necessary to identify the target audience here. The PR companies generally have a need for qualitative and quantitative research and that’s why they often collaborate with research companies.
PR is one of the most cost-effective methods and is a holistic marketing approach which increases the validity of a product or a company. The traditional PR media are TV, Radio and Printing. The results of a PR campaign are often articles in the newspaper and not advertisements.
One of the simplest but effective advertising strategies that move your audience through stages of journey is Facebook Ads. Let’s understand the journey that ultimately gets customers to invest in you.
In reality, Facebook ads are blended attribution. Your prospects need to come across your offer at least seven times before they really notice it and start to take action. Generally, Facebook tells us to adopt a full-funnel strategy using different objectives because each set of people likes different things. Some people would like to just get on the internet, some people would like to click on stuff and some people would like to just play videos. So, it’s important to not focus on just the buyers.
Facebook ads are based on the B.E.L.T method. Each step of the B.E.L.T method serves to move the prospect along with the customer’s journey while building trust and authority in the product or service. What is B.E.L.T?
Belief (B) — The goal of this step is to create awareness of the problem and product. These campaigns do not even need CTA. It’s just like opening a conversation with somebody.
Engage(E) — The goal of this step is to nurture and engage with the product to strengthen your brand positioning. Engagement is just like newspapers. It’s the stage where you should continue educating the prospects with the solution to the problem and build trust.
Lead(L) — The goal here is to lead the prospect to your solution. Your messaging should actually support the prospect to buy from you by keeping them focused on your product/service
Transact(T) — This is the ultimate goal where you need to get the prospect to do business with you. The last 3 steps you followed should trigger the prospect to click on the buy option. This stage is where the conversion happens.
These are some of the basic conversion tricks, tactics and channel-specific growth techniques that have been helping brands to reach their target audience. There are multiple other channels that contribute in the conversion of a product and they all are intended to go through the customer journey because understanding what works for the customer is the ultimate goal when it comes to the success of a product.