A scientific marketing plan starts with an observation.
For example, analyst company Intellidyn recently gathered data about thousands of North Americans. From this data, the company realized that people over the age of 64, married couples, ex-military individuals, and farmers are highly likely to want to travel to Asia. Because of this information, a vacation package company marketed their Asian vacation packages to those who fit this profile, and saw an increase in their sales as a result.
Once an observation is made, the hypothesis can be created from this information.
For example, online companies such as Amazon.com collect data about what individuals look at online and what they purchase. They then make a hypothesis about what that person is likely to purchase in the future. If a customer searches a book by a certain author, Amazon.com considers it a strong possibility that they might be interested in buying another book by the same author and suggest more books by that author to that person. This is where “Personalized Marketing” comes into play.
Personalized marketing is the ultimate form of targeted marketing, creating messages for individual consumers. That said, it is most often an automated process, using computer software to craft the individual messages, and building customer-centric recommendation engines instead of company-centric selling engines.
Companies then experiment based on their observation and hypothesis. For example, a phone company might analyze user records and see that households with heavy phone use between the hours of 3:00 p.m. and 6:00 p.m. are more likely to have teenagers. The company can then launch a marketing campaign to those homes, advertising a special deal on additional phones and lines for the home.
Once just a search engine, Google is now the current king of scientific marketing.
There are an average of 4,717,000,000 searches performed on Google.com every day (c. 2016), up from 9,800 during 1998, Google’s official first year.
Nowadays, much more than just a search engine, Google offers a variety of analytical tools for companies to see, understand and act upon data about their website, online advertising, mobile applications, websites, and social media networks.
Google data analysis tools includes tracking and reporting anything from how many people download their mobile app to how many of their online customers make purchases. These reports also incorporate information about social media usage and online keyword searches.
All of this data mining and reporting allows companies to gather valuable information about their audience and make targeted business decisions based on this information.
See JetPack, StatisticBrain and Google Analytics.
Message From The President — May 2017
This Month’s Topic: “What drives the conversion of a web site visitor?”
President’s Message for May 2017
The conversion of a web site visitor is a challenge for many, however when you follow some basic proven marketing principles, your site will deliver the results you desire — and the shift to an increased lead source can sometimes happen overnight!
THE WORDS YOU USE MATTER
All consumers & buyers are influenced by individual words, not whole phrases or sentences. Furthermore, certain words are more influential than others and as such, they guarantee better results because they simply resonate louder in their general relevance, value and proven effectiveness in generating interest and engagement.
THE CONVERSION LIFT METHODOLOGY
For those of you familiar with the codifying geniuses over at WiderFunnel, their “Lift” model goes something like this: Create a strong value proposition, relevant to your target, and ensure there is lots of clarity within your message, and your overall conversion will have a lift in generating more new leads for your business.
That all said, they also say that there are two things to avoid: “creating a distraction” or “anxiety within your message”. Those two conversion kills are to be minimized at every opportunity. In fact, it is proven that you will have more success by saying less to the target for this stage of the funnel.
MARKETING TO DIFFERENT FUNNEL STAGES; aka TIMING
For this stage of the funnel, a website visitor may be aware that they have a need or a problem; and they even may be aware that there is a solution available, but they are still looking for who’s business will be the right fit for them.
Discover the ease of writing the right marketing copy, delivered at the right time. Once you know the secret, you’ll save time and money in all your Marketing! [read about the science of copywriting]
Get this month’s free download: “The 12 Most Influential Words in The English Language”.
Copywriting isn’t Just an Art, It’s a Science.
Copywriting can seem like a massive obstacle, but it doesn’t have to be that way!
Here are five quick copywriting tips that you’ll be able to use to get your message across to visitors quickly and painlessly:
- Keep your copywriting headlines short, sweet and persuasive — this will show visitors what they will gain by continuing to read on.
- Good marketing copy is focused on your reader’s needs, such as their wants, their fears, their problems, etc.; sales copy is focused on EVERYTHING you do i.e. your product’s features, your company, your offer, etc..
- Use bullet points to get your message across; keep your message simple and hold on to your reader’s attention by being as concise as possible.
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Use statistics, numbers, testimonials, and quotes from experts to demonstrate your claims about your product or service, and win over your readers.
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In your call to action, keep it clear, compelling and tell your audience exactly what to do next.