You feel like you are on a bad blind date when potential customers visit your website. It is clear that you are not connecting with them – however, instead of ending the bad blind date with an awkward hug outside the restaurant, your poor customer interaction ends with you going out of business.
This is a real problem.
Users come to your landing page from your PPC ad, and you can almost feel the air as your marketing message swings and misses. You have a service that you know could help them, but it is like you are speaking a completely different language. The dynamic is that of an out of touch parent inviting their teenager to throw on a pair Reebok Pumps and go get Jiggy down at the local arcade.
What you are experiencing is one of the most common problems in Internet Advertising, and it is something that will ruin every customer interaction until you fix it…
You Create Internet Advertising That Cater To Your Business
Oftentimes, businesses forget that they are not their customers and design their Internet Advertising campaigns as if they were targeting themselves. This means that the images, design of the web pages and the copy resonate with the business, but not the customers. Worse then not resonating, the potential customer may not even understand what you are trying to convey.
The difference between:
- the language you use to describe your business,
- the language your customer uses to describe your business and
- the perceived importance of different features and benefits
causes a disconnect between you and your customer.
This disconnect means that your business is out of touch with your customer and is seen as an “outsider” who doesn’t understand them. You will be positioned as the opposition that needs to be defended against rather than a helpful consultant who has their best interest at heart.
As an example of the disconnect, imagine you are a mechanic who offers oil changes. You live and breathe cars and care deeply that they run as best as possible. You know the differences in the viscosity of motor oils effect engines. To you it matters that an oil is synthetic. But… do you think that the average person sits around thinking the viscosity of different oils? No!
The average person wonders where he can get an oil change that is fast, cheap, in a clean place, and preferably without an appointment.
If you spend the space in your ads and landing pages talking about the benefits of your synthetic oil rather than what your customer cares about (cheap, fast, etc.) then he will take his car to a different mechanic during their lunch break.
Create Internet Advertising That Speaks to the Customer
Creating Internet Advertising that speaks to customer’s starts with forgetting what you think customers want to hear and actually listening to customers. This can be done by either listening to the customers that your business has serviced or by listening to other businesses’ customers – it works the same way.
“Listening to customer’s? That’s all I have to do, this sounds easy!”
Hang on their champ.
You have to do a little more than just listen, because once you open up the nozzle on customer feedback you will be blasted with a torrent of information, and not all of it is created equal.
What you need to do is sort through it and find the topics and words that keep coming up over and over again. These may be compliments, they may be complaints, they may even be features that customers wish your business offered. All are valuable when crafting your Internet Advertising message. These are the pieces of information that customers actually care about and they in the language your customers naturally use. So, you want to use this information when you craft your Internet Advertising campaigns.
I typically open up a Google sheet and literally keep track of these pieces of information as I go through the various channels to listen. Some of the channels that I find provide the most feedback include:
- Quora which is a question and answer site on the internet
- Yelp Reviews
- Looking through the client testimonials on my page (or my clients page)
- Looking through the client testimonials of the competitors pages
- Typing [keyword] review. For example I am running a campaign for an attorney and I typed in DUI Attorney Review
- Going to professional review sites
- The comment section of industry blogs
- Going to a physical store and listening to customers
- Going on twitter and performing searches about the topic
You’ll start to get an idea of what the customers are truly interested in about your business vertical as well as how they talk about it. Then all you need to do it put those topics with that language into your ads and landing pages.
For example, let’s pretend you are a wedding photographer and find that the negative reviews on your competitor on yelp were all about the photographer making customers feel uncomfortable. You would then use this information to promote how friendly and personable you are in your ads, landing pages and images. You would know to stay away from information that you perceive as valuable but the customer doesn’t such as the high-tech equipment you use. Also note if the reviews use the words creepy, uncomfortable, or weird and match the language of the customer as closely as possible with the copy in your ads and landing pages.
That’s how you create Internet Advertising that speaks to the customer.
Tying It Up
If you follow this advice you create Internet Advertising that engages customers and speaks to them in a language that they understand. This puts them at ease, makes them feel like your business understands them, and allows them to be open and receptive to your messages.
Where do you look to better listen to your customers?
Main image created by author via Canva
Homer In Towel Courtesy Of Quickmeme