The multi-channel strategic framework for paid channels such as Facebook, Google, Youtube & Display.
Tips, hacks and best practices are no longer enough to generate great results for your paid media campaigns. To increase ROAS and sales, you need to reach specific audiences at different times during their customer journey. The strategic framework below generates big results in multiple paid channels such as Facebook, Instagram, Google Shopping, YouTube and display.
This strategy has increased sales by $4 million for one of our clients…
$14 million for another…
and in less than 12 months, we scaled monthly sales from $0 to $250,000 for a startup…
A strong marketing strategy starts with understanding the customer journey.
Why Did I Choose Dollar Shave Club?
For years I have seen ads for Dollar Shave Club. The message was simple: You are paying too much for quality razor blades and we have a solution. I did not consider purchasing. It did not seem worth my consideration.
My wife usually does the shopping. So, I was shocked that four blades cost $20. I did not realize what she was paying.
That was the trigger. Within a week, I was shopping online for razor blades. Like most buyers, I began considering brands that I was familiar with. I first considered Dollar Shave Club and Harry’s because I became familiar with them due to their advertising. They invested in awareness campaigns that communicated their value proposition. After evaluating my options, I chose Dollar Shave Club.
The Typical Customer Journey
Trigger: There is an emotional trigger that prompts a consumer to consider a purchase. The trigger can be anything — back pain, a life changing event, smelling food, a random thought, running out of eggs, change in weather, or even a great ad. Something needs to trigger a consumer into the buying mode and many times this is not in your control.
Consideration: The consumer considers initial brands or websites. Often they first consider familiar brands.
Evaluation: The consumer evaluate their options. They add and remove brands or products from consideration until they narrow to one and make the purchase.
Loyal customers have a different path. They don’t consider other brands. Once there is an emotional trigger, they go to the brand they are loyal to and make the purchase…
Customer Journey Campaigns
If this is how customers shop, then why do many companies build random, isolated campaigns? We developed Customer Journey Campaigns™, a strategic framework for paid marketing channels such as Facebook, Instagram, Google Shopping, YouTube, display networks and other paid marketing channels. Customer Journey Campaigns™ consists of 3 campaign types. All 3 are needed to increase sales.
The first campaign type is Awareness Campaigns. These campaigns drive only new visitors to your brand.
Your business can’t grow without generating new, relevant visitors. Awareness Campaigns are fundamental for growth. The mistake most companies make is they set up campaigns that have new visitors and past visitors lumped into the same campaign. How can you track new visitor engagement this way? You must have campaigns that are exclusively for new visitors.
Before you can generate awareness to your product or service, you must first get a clear understanding of whom your customer is. You must understand their true interests and where to reach them. If you get this wrong, your Awareness Campaigns will not attract the correct prospects.
People form initial impressions of your brand when they first become aware of your brand. In most cases, Awareness Campaigns will have a very low ROAS since most consumers will not purchase when they first become aware of a brand. But, what happens when something triggers the impulse to buy? Those accumulated impressions from Awareness Campaigns then become crucial. The brands consumers initially consider when they begin shopping are the brands they most likely will choose.
You want to be one of those brands considered which is why a percentage of ad spend should always go to Awareness Campaigns. The goal for Awareness Campaigns is engagement, not ROAS.
A consumer’s interaction with your brand is the most valuable data. You will know what they are searching for, their interest level and how close they are to making a purchase. This data allows you to beat your competitors which we will get to below.
Engaged Campaigns target only audiences that have engaged with your brand. These campaigns do not include past customers.
We don’t just set up a random remarketing campaign for all past visitors or visitors that abandoned the cart. Only a small percentage make it to the cart, after all. And you don’t want to pay a high Cost Per Click for all past visitors. Some are just not worth it.
We use predictive analytics and visitor scoring to build audiences. So, each campaign targets a specific audience based on specific behaviors that indicates they are likely buyers.
For example, create an audience in Facebook Ads or Google Ads of users that spent less than few seconds on your site. This audience should be excluded if they have only visited your site one time and did not spend much time browsing the site. But, if a user has visited 5+ pages, they might convert at a high rate. Then you will want to build an audience for these users and create campaigns with higher bids just for this audience.
Watch the video below to see how audience targets can block competitor ads so your brand becomes one of the few options for consumers. This works in marketing channels such as Facebook Ads and Google Ads by leveraging one of your most powerful assets: visitor data.
The third campaign type is Loyalty Campaigns. These campaigns target only past visitors.
The vast majority of revenue is from existing customers. But many companies don’t have campaigns exclusively target these customers. Creating unique audiences based on past purchases can be very powerful.
For example, you can advertise a loyalty program that awards past customers for more purchases. Or, you can advertise a certain product if it is related to a past purchase. Or, you can remind a customer to reorder a disposable product that they purchased 3 months ago.