Online Marketing Success by Creating your own Zappos Moment
Last month we took the plunge and set Sky up at the office while the Price family were in residence. No television during our 14 week stay was too much to ask. So I rang the call centre, took up the no-contract offer, and next day we were up and running.
I never realised how much choice we had bought. We passed on Sport but added Rialto and Soho. This gave us what seemed like hundreds of channels to pass away the winter evenings. Add this to the My Sky box that we rented, and the entertainment opportunities seemed limitless.
And that was the problem.
We had gone from having just four channels of normal TV to now having a cluttered list of many. The Sky magazine was supposed to help us pick out the gold. But have you seen the thing? It’s chocka with content that makes choosing even harder, not easier.
To get us going I navigated through a few channels and created a few “series link“ things to record. But I still think there’s more in there – I just need to find a way to find exactly what we want without it all becoming too hard.
Making the most of your online marketing can be like that. Just switch channels for keyword choices and you move from say a hundred options to thousands. How do you navigate through this?
Creating a Zappos moment
Thankfully there is a way. It’s called focusing or, as I prefer to call it, creating your own Zappos moment.
Let me tell you why.
This brilliant e-commerce site was bought by Amazon five years ago for over a billion dollars. And they achieved it by starting small – in this case selling shoes.
Only later did they expand into a wider apparel range. And when they expanded, they expanded at a feverish pace.
At the start they set out to answer a very simple question – would people buy shoes online? To do this they created a website that advertised a small range and advertised it on Google’s paid advertising network. When the first orders came in, they purchased the shoes from normal store shoe retailers, had them delivered to their factory, then forwarded them to the client.
Yes, they lost money on every order. But that wasn’t the point. They quickly learnt that people were fine with measuring their feet at home, matching it with the online sizing chart and purchasing shoes they’d never tried on from a store they have never been to.
If the strategy worked for Zappos it can work for you.
Let’s say, for example, that you sell mortgage advice in Auckland. This is a cluttered market, as you can see from the search results below.
Now there are probably dozens, if not hundreds, of keywords that you could use to market this service. Mortgage Advice, Finance Broker, Mortgage Services, and many more. But that doesn’t fit with the plan of focus. So let’s pick one – Mortgage Broker Auckland. The task is to now create an ad based on this term and get prospects clicking on it.
While this sounds simple, Google’s default bidding method will have your ad shown for a whole range of terms – for instance Mortgage Broker Advice Auckland, Mortgage Advice Brokers and even Mortgage Broker Courses Auckland. Which is great for Google – but for that last keyword option – not so good in this instance.
So we would use an option that has our ad show just for the term we want. Notice the lack of plural – we are bidding on one term and one term only. Then we would put two ads on perfect rotation (that is, 50% for each) and wait.
Is the ad clicked?
Write a boring ad, and no one will click. That’s a problem, so we write more, and more, until we tune our copy to suit the market and clicks appear.
Now we need to worry about how much action these clicks this generate? Do the clickers arrive, spend a few seconds on our page, then disappear? Or do they meander around the site for above average times then contact us for more information.
Turning clickers into leads is all about serving up the right content in the correct way. Rarely is it about writing better ad copy or choosing different keywords hoping they will convert.
This is the optimisation part – few websites are built with visitors in mind.
Most websites are “tuned” to traffic from a limited range of keywords, but rarely do they address the wide range of keywords people actually use. As a result, after spending $500 on Mortgage Broker Auckland and generating no leads, our business owner may conclude she has just blown $3500 on a website that does a rotten job of converting a highly popular and lucrative* search term.
Not so fast! Let’s tune the website so that those visitors do become leads (yes, it can be done!). Assuming the cost per conversion is palatable, this, my friends, is a Zappos moment. You have proved you can attract visitors with good ad copy, and turn those visitors into leads. The growth of your business is now linked to the growth of that keyword search term.
Let that last sentence sink in. The growth of your business is now linked to the growth of that search term.
Doesn’t that feel nice?
It should. And you can also begin to see the effort needed to get that one keyword working? Ad copy had to be written again and again.So did the web copy – in fact, it needed multiple iterations. But the outcome made the effort well worthwhile.
Each month we help dozens of clients achieve victories like this. Contact us today if you would like to join them.
* How do you know a search term is lucrative? Let’s say the average cost-per-click is a relatively high $4.00. This amount is not set by Google but by those bidding on the search term. People don’t bid that amount for long unless they can convert it into a lead at a favourable cost. If you can’t, then your conversion rate is well below the industry standard.