Online Entrepreneurs #02: How to Align Your Marketing With the Customer Journey

Hello! Josh here from Scoreify.

In case you missed my last post, you can check it out by going here, How to Write Potent and Compliant Facebook Ad Copy.

In today’s post, I am going to talk a bit about Behavioral Adaptive Marketing.

Or, the importance of aligning your marketing with the customer journey.

See,

You cannot nail down winning creatives and scale your ad campaigns unless you intimately understand consumer psychology.

And perhaps, no one explains it better than Eugene Schwartz in his classic, Breakthrough Advertising.

According to Eugene, these are the five distinct stages of customer awareness:

• Stage 1: Unaware

• Stage 2: Problem Aware

• Stage 3: Solution Aware

• Stage 4: Product Aware

• Stage 5: Most Aware

Of course, as both you and I know, the folks who are lower down the funnel (in stage 4 and 5) are the easiest to convert, and will earn you the maximum ROAS.

But, this audience is limited in size.

Which means, you cannot scale your business unless you can figure out how to move your audience from the Stage 1 Bucket to the Stage 5 Bucket in a profitable and sustainable manner.

For example, check out this ad by shirt brand, UNTUCKit that’s just apt for cold audiences.

It’s a fun ad that shares all the product benefits, while keeping you hooked till the end.

https://youtu.be/kXoKxFA2obw

Here are some of different angles that UnTuckit touches upon in their cold ads:

• Designed for guys of all shapes and sizes

• Help guys look sharp and casual

• Experience the perfect fit

• So comfortable that it feels like a T-shirt

• That comfortable that you can wear it while you are on the couch, watching football

For the BOF (Bottom of Funnel) or “Most Aware” folks, they are using simple image ads, sending them straight to the lander.

[You can also check out all the UNTUCKit Facebook ads by going here]

So, the point I am trying to make is that your marketing flow must be logical and in alignment with the customer journey. 

Once you have built out your marketing campaign, the next step is testing and optimization.

You see, a profitable marketing campaign has 3 crucial stages: Build>Optimize>Scale

However, most businesses attempt to jump straight from step 1 to step 3, while completely skipping step 2.

The fallout is a waste of precious marketing dollars.

Talking of optimization, the biggest needle mover for Facebook ads is the creative.

Especially with the Facebook algorithm improving by leaps and bounds, the importance of the creative has increased manifold.

And while we are on this topic of split testing and optimization, I would also like to take a moment to talk about maintaining congruence between your ad and the lander.

See,

You may have tested out some ad headlines or images that improved the front end metrics, but NOT the ROAS.

The reason behind this puzzling result could be a messaging or creative mismatch.

Different headlines/images in the ads and on the lander might be jarring for the visitor, resulting in a dip in engagement, and higher funnel leakages

And no, you don’t need to go through the pain of creating multiple landers to counter this.

Instead, you can use a landing page builder like Unbounce to dynamically update text and images.

Next week, I will share my go to workflow for analyzing Facebook ad data, and isolating winning metrics.

Because no matter how well you think you know your market, once you crunch your Facebook numbers, there are bound to be some surprises.

If you have any questions or comments, feel free to message us. We respond to each and every one of them.

- One more thing. We’d like to know how everyone did last Black Friday. How did your sales went? We would love to hear from you.

Until next time,

Cheers!