Is your digital strategy using a one-size-fits-all method?
October 29, 2020
October 29, 2020
Ditch the rigidity and get the frequency you need to win the micro-moments
Did you hear that crash in the distance? I wonder what it could have been…
Oh, I know! It was yet another marketing campaign biting the dust.
Now, I know what you’re thinking: “But Tom, doesn’t that happen to everyone sometimes?”
Actually…no. It doesn’t happen to everyone.
So why is it happening to you?
The answer probably has something to do with how your digital strategy is pushing your ads.
The quickest route to finding out why your digital strategy keeps resulting in duds is to ask yourself this question:
Is my digital strategy getting me the frequency I need to succeed?
See, the marketing game has been doing some changing lately.
Whereas it used to be a competition of who could reach the largest audience, now we’re competing for a different prize—the micro-moments.
Google defines micro-moments as “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.”
These blips pop up in-between the everyday moments that everyone has—texting a friend, checking Instagram, posting a Facebook status—and they’re known as the “I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments.”
In other words, these are the moments a consumer is ACTING instead of REACTING.
These moments are crucial because THIS is when the final decision is made; THIS is when a customer either chooses you or doesn’t.
If your digital strategy has been producing more losses than wins recently, 9 times out of 10 it’s because you’re losing these micro-moments.
But why? What are you doing wrong?
Here are some possible pitfalls your digital strategy might be making that could be taking you out of the marketing game (you might want to write these down.)
- You’re prioritizing volume over frequency.
As I said above, there was a time when the world of marketing orbited around one point, and one point only: VOLUME.
Here are some potential dangers for making volume your main goal:
- You typically end up with a wide—but extremely shallow—pool of potential buyers.
- A large audience sees your ad at least once, but one interaction just isn’t enough to assure your dealership is at the forefront of a client’s mind during micro-moments.
- Guarantees you reach a broad audience—but it doesn’t guarantee you reach the RIGHT audience, which is crucial in order to generate the kind of quality interest and interaction your dealership is looking for.
So, is volume a bad thing?
Definitely not; in fact, EVERYONE wants their marketing campaign to reach a large audience.
But let me tell you a secret: the best way to achieve volume is to stop making it the end-all-be-all, and realize frequency is the true Holy Grail.
See, while a digital strategy emphasizing frequency often appears to be reaching a smaller audience, it’s working from a targeted list of in-market buyers in your area.
These individuals have consistently shown auto-shopping behavior online—they are interested in BUYING, not just looking.
Having this targeted list allows your digital strategy to maintain the potency of your message while blasting it across every channel available.
By using your ad spend to reach a more concentrated audience repeatedly—as opposed to a broader audience once or twice—you will actually generate more interest.
It’s true. Though you’re targeting a smaller group of people, you’re increasing the amount of interaction they’re having with your ad by having them view it repeatedly.
Each time a potential customer is emailed, texted, or left a voicemail, the chances of him choosing your dealership skyrocket—thus, the volume of your client pool grows.
And by elevating the amount of interaction buyers have with your ad, you increase the chance that your ad will be at the forefront of a buyer’s mind when that micro-moment comes knockin’.
So, in a nutshell: frequency actually has the ability to create volume, and it’s key when it comes to upping your chances of locking down micro-moments.
The second reason your digital strategy could be failing to win you the micro-moments?
- You’re using a one-size-fits-all communication method.
Okay, I think we can all agree that communication isn’t what it used to be back in the days of M.A.S.H. or Little House on the Prairie.
But I don’t know if we truly understand how much it has changed.
Nowadays, there’s a surplus of ways to communicate—texting, calling, emailing, direct messaging—and the list goes on.
And here’s the thing: everyone has a different way they prefer to communicate and be communicated with.
Where most digital strategies go wrong is, they attempt to apply a one-size-fits-all communication method to a vast array of buyers, and that just isn’t effective if you’re looking to actually engage with your audience.
Because EVERYONE IS DIFFERENT, and by attempting to communicate with everyone the same way, you’ll only reach those who prefer THAT communication style, sweeping aside all those who don’t.
How can you expect to win the micro-moments if you’ve essentially shut out a potentially large portion of your audience?
In order to have a successful marketing campaign, you have to meet buyers where they’re at; it’s your job to reach them, not vice versa.
In order to accomplish this, utilizing every channel at your disposal is critical.
You want to ensure that if a potential buyer misses your first email, you’re following up with a text,
A retargeted second email,
Whatever you can to get his attention.
Because, at the end of the day, it’s your job to appeal to him by reaching him on his turf.
The marketing game is happening on EVERY channel; by only using one or two, you’re taking yourself out of the matches happening on all of the others.
Slapping your product on every platform ensures that your bases are covered and ups your chances of buyers not only interacting with the ad, but doing so over and over again.
This also ups your chances of building up connectivity/relevancy between your brand and the sites potential customers are visiting regularly, shooting your dealership to the top of the shopping list when those “I-want-to-buy” moments come callin’.
Also, making sure your ad is being broadcast multiple times across various media platforms increases organic traffic through sheer volume, as more content means more keywords and higher probability that your content will come up in a user search.
So, to put things simply:
Make sure your digital strategy is reaching buyers where THEY are.
The easiest way to make sure that’s happening is to have the cold, hard, data.
Do NOT just trust what your digital strategist is telling you because, chances are, he’s telling you what you WANT to hear, not what you NEED to hear.
Be sure you’re getting your facts from a reliable source, such as Google Analytics.
When you get your information from a non-biased source you can rest easy, knowing that these stats are completely trustworthy because they’re coming from a place that has no stake in how your dealership is doing, so it has no reason to try to pull the wool over your eyes.
Interested in knowing more about how Google Analytics can benefit your future marketing campaigns? Check out my blog on the topic here.
Are you worried your digital strategy could you costing you the micro-moments?
If so, it could be costing your dealership time, money, and sales.
At ACI, we know the importance of winning the micro-moments, and by prioritizing frequency and utilizing every channel available, we ensure that your dealership is at the top of the queue when those moments arise.
Have questions about the importance of micro-moments? Frequency? What I should write about next?
Contact me at email@example.com