4) Improve PPC Campaigns
When done right, pay-per-click (PPC) advertising is a great way to increase brand awareness, drive site traffic, and generate conversions. When done wrong, however, you can run through a lot of your budget with very little to show for your efforts.
Customer insights are an invaluable piece of the PPC puzzle — with crystal clear metrics like click-through rate, cost-per-click, and cost-per-conversion being among the most important benchmarks of success.
If you notice that certain campaigns have high click-through rates with a high cost-per-click but very few conversions, that’s a good indicator that you’re not delivering what your users are expecting. So you should pay close attention to your most successful campaigns, content assets, webpages, landing pages, and emails to try to harvest and replicate that success. There’s no need to reinvent the wheel, and there’s no law that says you can’t repurpose good content — just don’t duplicate your previous work verbatim, as that can wreak serious SEO havoc.
You can also use customer insights to your advantage by conducting thorough keyword research. No doubt you can hazard a guess as to what your potential customers are searching for, but helpful PPC research tools like Moz and SEMrush can help you challenge those assumptions and build effective root and long-tail keyword lists that align with your users’ search queries. Additionally, you should review your most successful webpages and blogs and mine the target keywords on those pages to use in your PPC campaigns. If they’re working well in organic search, it stands to reason that you might also find success using them in your paid initiatives.
Lastly, and maybe the most effective use of customer insights on this entire list, you should set up remarketing campaigns to automate relevant ads wherever your users are online. Ever wonder how the internet seems to know you just a little too well? And have you ever found these constant reminders of your previous browsing history to be just enough to motivate you to revisit your online shopping cart and complete a purchase? Well, that’s because some savvy marketer out there has created remarketing campaigns to keep their brand front and center as you browse the internet.
Setting up remarketing requires a minor lift at the outset, but Google Ads, Facebook, and LinkedIn all do a tremendous job walking new PPC marketers through the process. Choose your ideal users and budget, place a tracking cookie or pixel on your preferred digital properties, and watch the leads come rolling in! Remember to check your progress at regular intervals and update your campaigns accordingly.
5) Retain and Evangelize Existing Customers
Using customer insights to create more satisfied and enthusiastic customers… what a concept! It sounds simple, but you’d be amazed at how many good marketers don’t realize how powerful this information can be in retaining and evangelizing their existing customers.
For example, if you notice a correlation between poor performance and negative reviews, that’s probably a pretty good sign that something’s got to change. Follow up with reviewers (negative and positive) to thank them for sharing, get more detailed information about their experience, and ask where and how you can improve. After you make the recommended adjustments, reach out again to get their thoughts. If they’re happy with your improvements, ask if they’d be willing to update their review or act as a brand advocate with new prospects. Customers love when companies are willing to go the extra mile to improve their experience, so be sure to take advantage wherever possible.
In many instances, even though a customer might be getting good use out of your products and services, they might not realize their full potential until you’re able to highlight additional use cases. Showcasing how and when to use your offerings to the fullest extent is an excellent way to retain customers who otherwise wouldn’t have known just how powerful and dynamic your products and services truly are. And what better way to do that than by leveraging existing customer feedback!
Whenever we have clients with great NPS scores or who are frequently singing our praises online or directly to our account management team, we reach out to schedule a success story or case study. By creating a simple questionnaire designed to elicit the best responses and conducting a brief 30-minute overview, we’re able to create great content that we then promote on our website, social media channels, automated email nurture programs — pretty much everywhere we can to drive home the value of our platform and the satisfaction of our customers. Best of all, our sales team then uses these success stories to prove our value to high-intent buyers, and they frequently make a big difference when it comes time to close the deal.