Today, a few members of the Content Factory team tuned into “4 Steps To Creating Personalized, Segmented Campaigns For Your Audience”, a Perpetual Traffic podcast featuring Ryan Levesque. Here’s our thoughts:
Why is it that people won’t stop sending cold email blasts and spending countless ad dollars on broadly targeted, misfiring ads? We know ads are most effective when they cater to specific “buckets” of people – targeted audiences.
We’ve seen this with remarketed ads – ones that follow you, coaxing you to convert. With plumbing in place, businesses can track behaviors, like when you visited the Nike site and spent an hour deciding whether or not to buy the new “Free Runs”.
Details like this allow for the most personalized digital ads experience – tying a user all the way to a specific product that they’ve shown interest in, but haven’t yet purchased.
Ryan’s developed a unique process to magnify and segment his target audiences – he just asks prospects about their concerns. It was in the niche industry of Orchids (yes, plants!) that he tested this method.
Ryan’s “Ask” method, is driven by quizzes and “Deep Dive” surveys.
“Find out what their pain is in a very deep and profound way. Then you learn specific language patterns, echo back that pain in their exact words, and solve it for them.”
– Ryan Levesque
When you group folks into these “buckets” you can customize your funnel and user experience. Nurturing leads down the funnel is key to a campaign’s success. Nothing better than marketing to people’s self-addressed needs.
After running surveys, Ryan realized there’s 4 main concerns or questions that folks had:
- How to get your orchid to re-flower
- How to re-pot your orchid
- How to save a sick or dying orchid
- People who are given an orchid as a gift.
He customizes user experiences through quizzes and survey. People who received an orchid as a gift would be directed to a landing page on “How To Care For Your New Orchid”.
The power in this technique comes from the target audience’s sense of being understood.
You’re essentially asking, “What can I do to help you?” and creating a solution that they’ll pay for. We’d like to test this and see what power can come from pairing surveys with large WCAs to create a double whammy effect.
Don’t settle for our summary. Check out the podcast to find out more on how Ryan went from $375/mo. to $25,000/mo. with his Orchid business and continued to apply his method for others.
Are you using remarketing techniques? How about surveys and quizzes? Let us know how your campaigns are doing in the comment section below.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.