Today, a few members of the Blitz 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.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.