How to Reduce Customer Acquisition Cost
Almost every established business has some kind of database. Regardless of the size, quality or responsiveness of your list; Perfect Audience retargeting is ridiculously effective. Start converting those names and emails addresses into real conversations and sales opportunities.
In this article we will cover exactly what Perfect Audience is, the industries it works most effectively for and how you can generate a better return from your social media advertising investment.
Perfect Audience Software
Perfect Audience is a software platform that allows businesses to display their advertising message solely to the members of their own database online.
Businesses upload their database into the software platform, which then displays advertisements within Facebook on the target users newsfeed and also as banner ads on external websites as they surf the net.
Perfect Audience has the reach of the enormous Google Display Network, which has the ability to be placed on around 90% of the most popular websites used by Australian consumers.
Improving Return On Investment (ROI) on Digital Advertising Campaigns
We have seen a significant improvement in ROI for both Social Garden and our clients using the Perfect Audience platform, compared to traditional Facebook Advertising or Google re-marketing programmes.
This is largely due to the fact that your database has most likely already been exposed to your brand somewhere along the line, whether by email or the action they took to end up on your list in the first place.
As most marketers know, it can take up to seven ‘touches’ before a consumer feels comfortable enough to make a sales enquiry or respond to a call to action.
Since we started using Perfect Audience we’ve reduced our CPC (cost per click) by 72% while maintaining a steady amount of traffic to our website, landing pages and blog posts.
Who Should be using Perfect Audience?
Perfect Audience is a particularly effective method for generating qualified leads when the sales cycle is longer than two weeks, or if the product or service price is above $1000.
As we mentioned before, it can take up to seven brand ‘touches’ to get a prospect to respond to a call to action. If the item you’re selling costs 1k+, the consumer can require even more assurance from your marketing messages.
We have found the best verticals for this type of advertising are the property, education and financial services markets. Again, this is largely due to the ‘trust factor’ required to trigger a consumer enquiry for these verticals.
But Perfect Audience and web remarketing, in general, is applicable to B2B marketing and e-commerce platforms. In any given scenario, you can use the cross-device retargeting to follow your prospect’s moves and purchase behaviour.
Beyond following people to their social networks like Facebook, Twitter, and Instagram, Perfect Audience allows you to take advantage of the ad inventory available on 100,000+ websites that participate in the Google Display Network and other major ad networks. You can also use our cross-device retargeting to follow them from desktop to their mobile device.
Engage your Audience Database with a Great Lead Magnet
In our experience, lead generation campaigns that have not performed well are those whose opt-in is too aggressive. Alwaysbe mindful of the stage of the buying cycle the consumer is in.
We have found the most effective way to convert your ice cold database into warm leads is to use display advertisement. This offers some kind of free content download that your database is going to be interested in.
Here are some Lead Magnet ideas and content that you could offer as a free download:
- How to guides
- Industry pricing guide
- Free workshop videos offering a short masterclass
- A quiz
- How to spot a dodgy operator in (insert industry name)
A sure fire way to get warm leads using this method is to have the advertisement lead directly to a landing page where visitors can book an appointment or download a piece of content in exchange for re-entering their details.
I know this may seem unnecessary because you already have their information, but in fact, web retargeting allows you to ‘lead score’ your database to assist in measuring a prospect’s interest and buying stage.
How to Convert a Warm-ish Database into Appointments with Perfect Audience
If you have a database that has prospects that have an active interest in your products or services over the past six months, you’re in luck!
The first step is to ensure that you have segmented only the right section of your database to market an aggressive opt-in message to. The last thing you want to do is scare off potential customers with an overzealous call to action.
We have found the path of least resistance in using landing pages. Book a free phone consultation, rather than going directly for a sit-down appointment.
This phone call gives you the opportunity to sell the value of a face-to-face meet, something that can be a little more difficult to communicate via a landing page.
Generally, when we put together the advertising copy for a Perfect Audience campaign, our primary goal is not to sell them the end result via the advertisement on their Facebook newsfeed or banner ad. Instead we sell them the next step (the click through to the landing page).
Here are some examples of copy which are ‘selling the click’, not ‘selling the end result’.
- Do you know how to save 24% on your next tax bill?
- Find out what makes people click on advertisements
- Do you know which area in Melbourne has the highest value property?
Final thoughts on Perfect Audience and Consistent Customer Acquisition
We have saved money and reduced our cost of customer acquisition by mixing up our display advertising strategy. If you run your own advertising internally, I’d highly recommend you do the same.
Perfect Audience gives you the power and knowledge for great web retargeting. You can take advantage of its different integrations such as: Hubspot, Facebook, etc. Keep your audience engaged as you lead them through your funnel.
Have you used Perfect Audience before? Or, perhaps a different platform all together? How was your experience?
Let us know if you have discovered something that might work even better. We are all on this digital journey together to reduce our customer acquisition costs! We love to hear success stories and new ideas that we can share with our community!
Until next time,
This post was featured on Social Media Today.