The Technique A classic way to be persuasive in advertising is to use a principle known as social proof. The principle holds that when people are uncertain about a course of action, they tend to look outside themselves and to other people around them to guide their decisions and actions. One such way to implement […]
So, we know that most B2B companies really should have a killer Paid Social strategy these days. But as soon as they get on board with the idea, the most frequent question I hear is undoubtedly “What kind of content should we produce for promotion?“ The simple answer is – content that is helpful to […]
Most B2B companies suck at social media. OK, it’s not just B2B companies. But that’s where I want to focus for this post. You may not have thought about this before, but social media is probably more beneficial for B2B companies than B2C ones. Of course, this likely depends on the companies and industries we’re talking […]
As we know from previous posts, your B2B prospects can vary widely as there are likely multiple stakeholders in all different stages of the buying process. They range from unaware of your product’s/service’s existence to ready to buy. Since this is the case, you’re going to see the best results by matching up your ad […]
The first step to picking the right keywords for B2B search advertising is defining your audiences. Doing this first will help keep you from bidding on search terms that are superficially related to your offering, but don’t actually indicate any relevant search intent. It will also give you ideas about what your audience can be searching […]
In B2B, you’re typically not getting a transaction online. You’re developing a relationship that you hope will lead to a transaction offline in the not-too-distant future. Therefore, the best approach with PPC advertising isn’t to offer what you’re ultimately selling, but to offer valuable information that makes what you’re selling attractive to those you reach when it comes time to implement your solution into their business.
Since we’re focused on marketing content and not a product or service, audience research is critical. As Melissa Mackey points out in her post on this subject…
Audience research in content (PPC) marketing is as important as keyword research in search PPC.
We now live in the most over-communicated society in the history of the world. It’s gotten so bad that it feels like people and companies are simply just constantly fighting for people’s attention. I fight the fight every day in my own house. Trust me, I’m not immune to this either. But, I’m not quite […]
I remember doing a communication exercise with my wife that was guided by a good friend of mine. First, my wife would share her thoughts and feelings about something. Then, it was my turn. Except I wasn’t allowed to share my thoughts and feelings. Before I could do that, I had to summarize what my […]
I love new ways to think about how to create ad copy. Looking back on my younger PPC management years, I definitely didn’t give enough weight to it from the beginning. That’s probably because I’ve always been a numbers guy first. But then I had a eureka moment when I said to myself…“You’re in advertising stupid!” You should learn how to be a better ad writer.
So when I came across this excellent post by Roger Dooley about writing taglines that double sales, I was excited to add it to my repertoire of techniques for testing.
The 2 consumer motivations
In the post, he references a Harvard Business Review article pointing out that consumers are motivated by basically two things – preventing their life from getting worse (prevention) and taking advantage of an opportunity to make their life better (promotion). If you’re in advertising, I’m sure you already know this. But what you may not have done yet is considered how this should affect the messages you’re putting out to the world, and how you can test saying the same thing in these 2 different ways.
Inherently, people and products may be more attuned to prevention or promotion. And the better you can match your messages up to the motivations of the majority of your customers, the more effective your advertising is going to be.
I encourage you to jump over to his post if you haven’t already and check out his examples of framing products with prevention/promotion language and the results of the tests he references.
In the past when we’ve talked about pricing strategies in digital marketing, it’s mostly been a conversation about post-click conversion rate optimization. Sure, we’ve always been able to put prices in ad text. But with the release of 2 newer ad extensions in Google AdWords (and the presence of product listing ads), it’s becoming more and more of a pre-click conversation as time goes on.
Part of what makes us human
When you get to Marketing 201, you learn that buyers make emotional decisions when it comes to purchasing, and then use rationale to justify their behavior after their emotions have influenced them one way or the other.
In a recent book I read called Misbehaving: The Making of Behavioral Economics, the famed economist Richard Thaler talks about the differences in behaviors that behavioral economists are learning because of human emotion. He calls what a human would be without any emotion an “econ.” (instead of a robot). An econ is a being that would make decisions simply based on choosing the best logical choice given all the available information.
Throughout the book, he goes through study after study of scenarios and points out the differences between what a econ would do versus what humans tend to do because they’re emotional creatures.