Marketing Cheat Code (Tip 5): Getting Attention
If you can't get someone's attention, you've got nothing!
We see a lot of companies install a solid funnel, have a great upselling strategy, retargeting automation in place, have a good budget and analytics...but they can't seem to generate top-of-the-funnel results. Why?
What we see is a lack of understanding on two things:
a) Targeting the right audience b) How to create a compelling attention-getter
On point A. Facebook allows marketers to use a "Lookalike" audience. When creating a FB ad, instead of going into every parameter to define your ideal client profile, you can upload an email list of current clients that Facebook will analyze thousands of points of common data and create an audience that is virtually identical to those that have purchased from you in the past. Their algorithm is sophisticated enough to correlate common interests, age, location, etc. This takes a lot of the guess-work out of trying to identify the common characteristics of your ideal audience.
The 2nd part isn't as simple, however there are proven strategies for generating attention. For example:
• Use urgency: "For the next 3 hours we will be offering..." • Use scarcity: "The next 7 people to purchase will receive..." • High value savings: "This is an 80% off deal..." • Use an intriguing question: "Tired of ____?" • Use creative imagery, ideally videos.
Most importantly, do split testing which is essentially running two ads in parallel with a single variable to identify most efficient/effective ad spend.
There's a lot of white noise out there citizens, so be bold, be different, be aggressive!