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"Add This To Your PPC Marketing and Profit"

by fasteasysuccess
3 replies
  • PPC/SEM
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I wanted to talk about something that a lot of business owners miss big time when doing pay per click.

Really a lot of business owners miss this fact when doing ppc or any other type of marketing. What am I speaking about?

I'm talking about knowing your customers “buying stages” or cycles.

A lot of business owners think that when customers come in to their store or visit their website, they're all at the same "stage", but...

Any customer can be at a different point or cycle in their life. Let me give you a real quick example...

Let's say you’ve been driving your car for a few years now.

You've been thinking about getting a new car, but not in a rush.

Maybe you check the papers now and then. Maybe you drive through a car lot now and then, but not in a hurry. They’re just browsing.

Now how about this situation...

You have been driving your car for a while. The problem now is that it's older. You’re throwing money in it now and then. You're fixing stuff a couple times a year. Nothing major, but a hassle when it happens.

Not really sure you want to have new car payments and deal with a down payment at all. Maybe you browse online, check out a couple dealerships, but you’re not pulling the trigger without a killer deal or your car breaking down.

Now how about this last situation....

The car is junk now. You’re always throwing major cash at it. The thing breaks down all the time and is no longer dependable. The car is keeping you from getting to work all the time and etc...

Do you see that during each of these situations, we're still doing similar things?

Were checking online, maybe talking to dealerships, hitting some of the papers, but... If you had to bet, which of those 3 "stages" or "buying cycles" do you think would be most likely to buy a newer car from a dealership?

Number 3 of course. That car example can be applied to your business.

No matter what you sell. Now I know some of you are thinking..."That's great Eric, but I don't sell cars".

Again…that car example can be applied to your business.

No matter what you sell. Just by simply realizing that people are in different “buy cycles” or buying stages when they come to you...

You can come up with more targeted ppc ads matching the different stages your prospects are in now and come up with marketing or sales steps to move those people closer to the must have or buying now stage.
  • Profile picture of the author shaunybb
    hey great post thanks for the share, a lot of people miss this for sure
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    • Profile picture of the author Iamthetwo
      You make a good point for sure but what is the solution?

      The way I see it is if we are paying for PPC we have to be clear on the goal. If the goal is sales then we structure a campaign to only appeal to a buyer. If the goal is subscribers for future sales, then that is a different ball game altogether. Now your campaign is based on attracting them with interesting information and getting them on a list.

      At the end of the day the PPC is not really the point. The endgame is always the point. People need to start with the endgame and work backwards.

      For example. End Game = Build a list of people who will buy my product in the next 3 to 6 months. Now you need a guide to give away that will appeal to that person, to get them on a list and you need a sequence to follow up and build trust and soft promote the product. IMHO this is difficult unless you have a very clear picture of the customer and the product.
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  • Profile picture of the author fasteasysuccess
    Thanks Shaunybb and...

    Absolutely iamthetwo...You should always start with the end goal in mind.

    This applies to all aspects of advertising or marketing.

    You can work on and attract people at all stages, However...

    To be most successful, your advertising message and marketing needs to be different at diferent stages.

    For example, a report that is designed to provide value, info and enough direct response copy to move people to the next level. Then you hit with different message and or pieces all the way up. Working those leads into the buy now phase.

    However that should be part of your efforts because that takes time to move a majority of people through the stages, especially if starting at the bottom, so the solution...

    Concentrate most energy on people in the ready to buy now phase. Have systems and auto marketing set-up to move the info gathering or researching people through the stages, then can contact or work with those people when raise their hand or basically, ready to buy.

    This allows you to bring in immediate results and profits, while your systems work for you on auto-pilot to bring in future leads and sales up the stages and funnel.

    One other thing to remember...By diving deep into your target market and competition and targeting your leads with the right medium and at the right time, you're way ahead of the game whether using pay per click or any other form of advertising.
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