It’s The Buying Season | Digital Marketing Tips
Scott Wilson here from Digital Influence.
Hey, did you know?
You probably know, because you’ve seen the ads already, it’s buying the season.
This is the one time of year where we get to make offers, and I want to show you a quick slide. This is the demand generation.
Basically, in his book, The Ultimate Sales Machine, Chet Holmes, the late Chet Holmes, he said in any one time, these are 3% of the market are looking to buy.
So, 3% of the market are buying. 7% are open to buying and looking. But not actively looking. Then there’s a whole bunch of this market down here that are not really doing anything.
Now, ideally, if you’re doing smart marketing, you’re targeting this percentage of the marketplace. Throughout the year you want to be sending your money here, marketing to these people, because they’re gonna come through and buy here.
A lot of people are trying to advertise to people here, okay? It’s an expensive time to advertise.
But here’s the thing. This is the one time of year it gets flipped on its head. The buying season is here, and here’s the thing. Right now it gets flipped, so now more percentage of the marketplace have money to spend, and here are some interesting stats that came out of a survey that I was looking at recently by CPC Strategy.
Basically, here’s when we shop. We’re shopping in October. We’re starting to shop, 20% of shoppers start early, in October.
But here’s the kicker. 49% of shoppers start shopping in November. That’s where we are right now. Now, if you’re a bloke like me, here’s your step. Your step is 24% of shoppers start, say they start shopping in December. Guys, it’s the buying season.
I’ve got some tips for you because I want you to win when it comes to buying the season. I’ve got five real fast tips that I want to help you implement in your business. These are actionable, and you can use them.
Number one is you need to start using buying mode phrases, or buying mode calls to action. Here’s what I mean by that. Right now in your ads, you want to be direct. You want to start using words like get, shop now, buy now, send message.
People are in a buying mode. This is the one time of year they are conditioned to buy. So, start using them.
Stop using your learn more, click, discover, sign up. Use those in January, February, March. Now, though, this is November and December. You want to start using these in your ads because people are conditioned to buy, and you want them to buy from you.
We’re using a lot of send message, as you can see in this example here. We’ve got 81 messages at $2.81 a message. Okay? People are in a buying mode. This sits into a funnel. People buy.
Number two is you want to look at your mobile. Everything is mobile, mobile, mobile. 2016, 2017 we saw a massive increase with Facebook and Instagram.
People, this is singles days. Massive in China. Black Friday, small business Saturday, Cyber Monday.
All these are increasing numbers that come out of Facebook and Instagram of people that are buying through mobile. Conversions happening through mobile. You want to make sure that your website and everything is mobile ready.
You must look at your numbers, look at your numbers on mobile, more people on mobile. Nearly half. We could definitely revenue here coming through mobile. Look at your numbers in your analytics.
If you haven’t got analytics set up, you need to have it set up. Look at these numbers. Make sure you’re investing in mobile. Make sure you know what’s happening in mobile.
You need to action these three things. Make sure your website is optimised for mobile traffic. It astounds me how many people still don’t optimise for mobile traffic. This is a game changer. Right now, you’ve seen the stats.
More people are looking at mobile, so serve them what they want.
When you’re looking at your ads, and you’re running ads on Instagram, ads on Google, ads on Facebook, you want to be optimising the ad sets so that they’re optimised for mobile, okay?
Ensure you’ve got the creative that is optimised towards mobile. Ensure you’re using shorter copy, things like that, that will help your clients engage with you and buy from you.
Also, I’m gonna talk about this in a minute. You want to leverage paid video content, paid video content is where you can win and be retargeting with ads.
Mobile, mobile, mobile in the buying season.
Here’s another thing you want to be optimising for in the buying season. You want to be using video, and you want to be building audiences.
Here’s what I mean by that. This is a massive opportunity, okay? We’ve got a bike here. It’s an electric bike put out by Avanti.
They’ve missed a massive opportunity here. This video’s been up for seven months. Here’s what you can do. You can put a video up onto Facebook, onto Instagram. You can optimise it for video views when someone consumes that video, you can then put them into an audience.
It’s called consumption based tagging.
If someone watches 100% of this 30-second video, you can then put an offer to them in their newsfeed, and only the people that watched 100% of that video can do that. It’s called consumption based tagging.
It’s a free setup.
You can use it on Facebook and Instagram. What you needed to go is go into creating a custom audience, choose the video option, and you can create audiences from people that are watching your content.
Now, this is such an excellent way to target people that are interested. Remember, people are buying now. They’ll be looking for bikes. They’ll be looking for a lot of stuff right now. If you’ve got some video content they can consume, you can then put an offer to them in their newsfeed.
Here’s the cool thing.
You can target people that have watched three seconds, 10 seconds, 25%, 50%, 75%, 95%, up to 100% of your video and then send them an offer in their newsfeed so you can retarget them back in the newsfeed with the offers. This is technology that is available to you right now. You need to use it. That’s tip number three.
Tip number four is relatively similar but is remarketing and targeting. I’m so surprised how many people aren’t utilising the Facebook pixel, the Google pixel, the LinkedIn pixel. There’s just so many ways you can do this. Create a Facebook pixel, and you can create audiences off the pixel and off your page. You can build these audiences that we’re building up.
Page interaction, there’s 34,000, 51,000, 72,000 and website traffic in the last 90 days. We can send these people messages.
This is the time of year where the cost per clicks go up, the cost per CPMs go up. You must make sure you’re retargeting because then you can market to these people February, March, April, May.
Not only take advantage of where you are now, [inaudible 00:06:36], but you can sell to them later, again and again.
You want to be using the Google one as well and obviously, LinkedIn has one as well. Then make them offers in the newsfeed if they don’t buy from you straight away. You can make them offers in the newsfeed.
Number five, and it’s probably the biggest, is you need now to be building a digital database. This is a massive opportunity to use software to grow digital databases so you can communicate with people again and again and again.
One of the critical things to do right now, people are in celebration mode. People love celebrating at this time of year, so run events where people are celebrating.
We did this recently for Rowdy Kitchen, a customer of ours, they had a champagne tasting. Look at the engagement on this sort of stuff. 52 comments, 34 comments. People want to be involved and here’s the cool thing.
We’re messaging. We’re building a digital database for the client.
They had a goal of booking this out. They had 50 people at $45 per person. It booked out at 66 people paid.
Advertising spend was $52. They booked it out in 36 hours, plus they created a waiting list of people that can buy from them again and again and again, will probably come in at Christmastime for their Christmas, et cetera.
This is the time of year where people are starting to spend money. You want to create campaigns that can get you in front of those people. Remember, the buying cycle has flipped.
Here’s the thing. I want to set you up for this strategy in 2018, 2019. If you think this video’s been of value, then contact us. Here’s what we need to do.
Just send us a message by Facebook, by Messenger, use that code there, send us a message, and we’d love to have a chat with you. We’ll give you the option to do a strategy session with us — no pressure.
We just want to help more people take advantage of technology and take advantage of buying the season. It’s here. It’s coming. You might as well get your share.
Have fun. Take action, and talk to you soon.