If you’ve ever sent an email or put together an offer and felt like something was missing — but you couldn’t quite put your finger on it — you’re not alone. That “almost there” feeling is more common than you think, and it usually comes down to one thing: clarity.

Over the last few weeks, I’ve been helping members of the DIYMarketers community fine-tune their emails and offers. We’ve been digging into what’s working, what’s confusing, and how small changes can make a big difference. (I call those “Fix-It Sessions”- more on that after the tips)

Fix It Session

$150.00

Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

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One community member shared an email promoting an amazing offer — but when I read it, I noticed it was missing something critical: clarity around the result the reader could expect. The message had heart and value, but the takeaway wasn’t obvious. 

In this email and “Fix it Session” example, I’ll walk you through a process you can use to make sure you’re marketing message gets conversions. 

Step-by-Step: How to Reverse Engineer a High-Converting Offer

Step 1: Scroll With Intention Go through your Facebook feed, Instagram stories, or Google search results. Don’t just skim. Scroll until something stops you in your tracks. Take screenshots of anything that makes you want to click.

Here’s one that came up in my facebook stream. 

Let’s go over what grabbed me that led me to click from the ad to the landing page. 

“Every morning I wake up to 10 new leads asking about my coaching services in the DMs”  

This is super captivating and appealing.  I mean the ideal desired outcome for any consultant or coach is to have a flood of new prospects waiting on you without having to do anything. 

Another attractive piece of copy is where it says “I never had to touch a single DM”

But then – it says “My assistant sends 1000 cold DMs every month and generates 24 clients.

Also notice that there’s a huge (and intentional) gap between what’s said and unsaid about HOW these 24 clients show up from DMs.  This is what the program is about. 

I often recommend that you make this a daily practice and look for ways to incorporate those practices into your marketing. 

Step 2: Ask yourself “What grabbed me”? 

Dissect the ad or message. What words or phrases caught your attention? Was it a dream outcome? A bold claim? Something you desperately want to avoid?

Here’s what grabbed my attention and how you can adapt your offer to do the same:

1. DM Script​ — in the yellow bar, “DM script” jumped out at me.  No one wants to talk to prospects or customers and “DM script” offers an escape from that.  Selling feels icky and no one wants to do it.  SO, DM script sounds awesome. 

Your turn:

Think about your own offer – does it offer an escape from something? If so, what can they avoid doing ever again?  And what is it that they want that they can get – even without doing the thing they want to avoid doing. 

2. 20% Conversion rate — This is a desired outcome. Conversions are downright impossible right now as people are looking for something that works. 

Your turn: 

What is the desired outcome your customer is yearning for? Is it something that seems or feels impossible to achieve or maybe something they’ve tried to achieve over and over but failed. 

3. “Stop wasting hours on dead end leads” — wasting time = wasting money. Spending time doing something to get NOTHING.  It’s that slot machine thing.  So the promise to avoid yet another activity you don’t want to do. 

Your turn:

Think about what specific activities have your customers been doing over and over again and gotten NOTHING for it. 

4. “My VA turns DMs into High-Ticket Clients Daily”: Someone else does the work and can convert just as well as I can. 

Your turn:

What is it that makes your offer effortless and easy to implement or put to use?  

5. 15 minutes or less – Getting fast results is another must-have ingredient for an irresistible offer. In this case, the promise of not taking over my day. May be really easy if I can do it in just 15 minutes. 

Your turn:

In what ways does YOUR offer generate results quickly, easily, and effortlessly?

6. Negligible investment of only $7 – this is a no brainer, low-cost offer.  It’s called a trip-wire.  It’s designed to ferret out buyers from tire-kickers.

Your turn:

What element of your full-price offer can you provide as a lead magnet or a sample that will provide value for the money and also qualify and filter your ideal customers who would be happy to pay the full price?

7. The small print – This landing page has some valuable small print that provides critical information.  A lot of these offers don’t provide this, but it often holds important information. 

It’s hard to see in the image, so I’ve pulled it out here: 

The results you see are the results of specific clients. We do not guarantee you will receive any specific results. You could get better results, worse results, or the same results. We only guarantee that we will give you our tools to help increase the performance of your ads or your money back..  

Notice in the small print it tells you they only guarantee that you’ll get tools to help increase the performance of your ads – right away you can see that this is going to be something with ads, most likely facebook ads.  

Read the small print because if you have no intention of doing ads, then this isn’t for you. 

Now the question is how can you reverse engineer this ad and landing page in a way that’s going to make your offer do well.

Step 3: Reverse Engineer Your Offer Against the Sample

Now let’s take all of those elements that jumped out at you and see how you can fit your offer inside those same criteria.

What is the result you’re selling?: Not the product, but the transformation. In the example below, it wasn’t about DMs or a VA. It was about getting high-ticket clients with zero effort.  

• Describe the before, during, and after: Imagine that you’re a camera.  Picture your ideal customer in their natural habitat. Describe what you see.  Notice what feelings they are experiencing; pain, frustration, doubt, etc. What’s causing these feelings, where are they struggling? 
• Imagine them experiencing your offer.  What is their experience with your offer? Finally, what is the transformation? Compare the before to the after.  This is a lot like any infomercial where they expand on the pain and frustration and
• Show the after; the relief, the joy, the success.  In what ways is their life different? This is the desired outcome.

Spot the “Implied How”: What’s being hinted at but not fully explained? That gap creates curiosity and makes you click. Look for what’s said and unsaid.

• Build curiosity. What you don’t say about your offer is actually one of the most powerful conversion levers you can use.  Just look at the ads that grabbed you. Notice how the promise of the silver bullet is the magnet.  
• Test the offer. I don’t often advocate purchasing expensive offers, but consider purchasing some of these low cost offers and save them for your research and swipe file. Your goal is to see the level of detail or value that you get from 

Break Down the Trust Triggers: Low price? Big guarantee? Simple time investment? Clear steps? These remove friction and lower risk.

• Prove you get them: My favorite trust trigger is actually the copy.  The level to which your copy grabs their attention, keeps them reading and generates clicks will tell you how much trust there is. 

Create the Fine Print: Sometimes the truth of what’s actually being delivered is in the disclaimers. Learn how they manage expectations.

• Should you add fine print?  I say it’s a good idea, especially if you are charging for the tripwire.  Few people read it, and, at the same time, you can reveal elements of what’s in the offer that will help define what’s in the offer. 

Set a low price: Instead of giving things away for free, offer a low-price offer.  $7 is very popular. 

• Your goal is to qualify prospects here, not make a million dollars.  Make the price a no-brainer, but one that still communicates value. 

Sell the feeling: This ad doesn’t sell you a product. It sells you a feeling — of ease, automation, and ROI. That’s what you need to sell, too.

ACTION STEP: Pick one ad this week and reverse engineer it using the 6 steps above. Then take what you’ve learned and apply it to your own email, landing page, or social post.

Want help breaking down your offer? Book a Fix-It Session with me and we’ll turn your almost-there message into something that sells.

Let’s talk about networking groups. If you’ve ever felt like running a business is a little too much like shouting into the void, you’re not alone. Networking groups are here to help you connect with real people who can support your business, refer customers, and maybe even become your friends.

You’ve probably heard of BNI (Business Network International). It’s a big name in the world of referral networking, but it’s not the only game in town. If you’re looking for something a little different—or just want to explore your options—you’re in the right place.

What Makes Networking Groups Valuable in 2025?

Here’s the deal: This year is all about high-touch marketing. Digital tools are great, but they can’t replace the power of a good old-fashioned handshake or a personal connection. Networking groups provide a structured way to meet people who might become customers, collaborators, or even mentors.

But let me tell you something important—just showing up isn’t enough. You need to be prepared. Have a sharp, clear description of your business ready to go. Know exactly who your ideal customer is. And if you really want to stand out, consider offering an exclusive deal for members of the group. These small steps make a huge difference.

Now, let’s dive into the networking groups.

1. LeTip International

LeTip is more than just a networking group—it’s a community where referrals, relationships, and growth converge. Known for its structured approach and exclusivity, LeTip creates an environment where collaboration thrives, and competition is left at the door.

What Makes LeTip Unique?

LeTip’s one-member-per-category rule is a standout feature, ensuring that each chapter focuses on generating high-quality referrals without competition among similar professions. This exclusivity, paired with a supportive community, makes it a favorite among many business owners.

What Members Are Saying

Networking Opportunities:
LeTip’s “Lunch Bunch” calls have been a game-changer for members like Mandy Bianchi, who found these sessions expanded her client base nationally. By connecting with professionals across various regions, members gain exposure to diverse industries and opportunities. Nancy Gusman praised the organization’s state and national networks, emphasizing how they’ve opened doors to valuable business connections.

Supportive Community:
LeTip is often described as more than a networking group—it’s a family. Many members highlight the friendships and mentorship they’ve found within their chapters. These relationships often extend beyond business, creating a collaborative and uplifting atmosphere that helps members grow both personally and professionally.

Structured Yet Flexible:
LeTip’s meetings, whether virtual or in-person, cater to a variety of schedules while maintaining a focus on meaningful referrals. Members appreciate this balance of structure and flexibility, which encourages participation without being overwhelming.

Skill Development:
Beyond referrals, LeTip helps members hone essential business skills. Many report improvements in public speaking and networking confidence, thanks to regular participation in meetings and events. For those who dread pitching their business, LeTip provides a safe space to practice and grow.

Success Stories:
LeTip’s members often experience substantial returns on their investments. Some report earning over $50,000 in new business through referrals, showcasing the tangible value of their participation.

What You’ll Like

• Exclusivity: No competition within your category.
• National and Local Reach: Opportunities to network across states and regions.
• Personal Growth: Build confidence and polish your networking skills.
• Supportive Atmosphere: Beyond referrals, find mentorship and lasting relationships.

What You Might Not Like

• Fit for Specific Industries: Certain professions, like appraising, may find fewer direct referrals.
• Time Commitment: Weekly meetings are mandatory.
• Costs: Membership and quarterly dues can add up, but the ROI often makes it worthwhile.

What It Costs

• Initial Membership Fee: $430
• Quarterly Chapter Dues: Around $150

LeTip is ideal for entrepreneurs who want a structured environment, exclusive access to leads, and a supportive community. If you’re ready to invest time and effort into building your network and growing your business, LeTip could be your best ally.

2. Your Local Chamber of Commerce

When I first started my business in a new city, the first thing I did was start attending local Chamber of Commerce meetings.  Now, your local Chamber isn’t REALLY a networking organization per se, although they have networking events, and networking is often a part of the programming, and you can get away with attending events at a nominal cost (which almost always includes food).

What Makes the Chamber of Commerce Unique?

Being part of the Chamber isn’t just about networking; it’s about rooting yourself in the local business community. The diversity of attendees and the range of events offered make it a valuable resource for many business owners.

In other words, if you’re looking for both networking and opportunities to participate and become a leader in your local business community, this is a great choices. 

What Members Are Saying

Diverse Networking Opportunities:
The Chamber brings together a wide range of professionals, from small business owners to local government leaders. Sara Armstrong of the U.S. Chamber of Commerce highlights how this diversity adds credibility and exposure for members, opening doors to partnerships and referrals you might not find elsewhere.

Community Engagement:
Joining the Chamber is often seen as a commitment to the community. Many members report that their involvement enhances visibility and credibility within the local area. This can translate into stronger customer trust and new business opportunities.

Educational Resources:
From workshops to seminars, the Chamber offers plenty of learning opportunities. Networking at these events often leads to knowledge-sharing that can help you improve your business operations or stay ahead of industry trends.

Supportive Environment:
Chamber events tend to be more relaxed and welcoming compared to formal networking groups. For those new to networking, this friendly atmosphere can make it easier to strike up conversations and build relationships.

What You Might Not Like

Sales-Heavy Environment:
A common complaint is that some Chamber events feel like “salespeople networking with salespeople.” Instead of genuine connections, you might find yourself navigating aggressive sales pitches.

Variable Connection Quality:
While some members form meaningful partnerships, others feel that the quality of leads can be hit or miss. The value often depends on how actively you engage and how well you leverage the opportunities presented.

Time Commitment vs. ROI:
Not every member sees immediate results from their investment in Chamber membership. For some, the time spent attending events doesn’t always translate into tangible business benefits, which can be frustrating if you’re expecting quick returns.

What It Costs

• Annual Membership Fees: Typically range from $300 to $400, depending on your location and membership level.
• Per Event: You don’t have to be a member, you can simply pay non-member fees to attend events. 

Who Should Join?

The Chamber of Commerce is perfect for business owners who want to immerse themselves in their local community, access educational resources, and build credibility. However, it’s essential to approach it with realistic expectations. If you’re looking for immediate leads, you might find the sales-heavy environment a challenge. But if you’re in it for the long haul and ready to engage, the Chamber can be a powerful tool for growing your business and strengthening your local ties.

3. Entrepreneurs’ Organization (EO)

The Entrepreneurs’ Organization (EO) isn’t your average networking group—it’s a global mastermind for serious business leaders. EO is designed to connect accomplished entrepreneurs who are ready to grow, learn, and support each other. While networking naturally happens within EO, the real value lies in accessing the personal networks, insights, and experience of its members.

What Makes EO Unique?

EO functions more like an executive board or mastermind group than a traditional networking organization. Members aren’t just swapping business cards; they’re sharing deep insights, solving complex problems, and gaining access to each other’s personal and professional networks.

Membership Requirements

EO’s exclusivity starts with its strict membership criteria. Here’s what it takes to qualify:

• Qualifying Title: You must be the owner, founder, or majority stakeholder of a business.
• Qualifying Business: Your business must meet one of the following criteria:
  • Standard Membership: Generated a minimum of $1 million in revenue during the most recent fiscal year.
  • Venture-Backed Companies: Must have raised at least $2 million in private funding or $5 million in public funding and employ a minimum of 10 full-time staff.
• Age Requirement: Members typically join before the age of 50.

For entrepreneurs who don’t yet meet the revenue threshold, EO offers an Accelerator Program. This initiative supports businesses generating $250,000–$1 million annually, providing mentorship, resources, and a pathway to full membership.

Costs

• Initiation Fee: Approximately $2,500
• Annual Dues: $3,500–$6,000, including local chapter fees that vary by location.

While the costs are high, members often report that the value of the connections, mentorship, and opportunities far outweighs the investment.

What Members Are Saying

Supportive Community:
Members frequently describe EO as a safe space for honest conversations about the highs and lows of entrepreneurship. The confidential forums allow for candid discussions, creating an environment where members feel truly understood and supported.

Learning Opportunities:
EO is often likened to an informal MBA. Workshops, events, and structured peer discussions provide valuable lessons in business management and growth. Monthly forums dive deep into personal and professional challenges, offering clarity and actionable advice.

Global Reach:
With chapters around the world, EO connects entrepreneurs from diverse industries and cultures. Members frequently cite the global events and international connections as invaluable for broadening perspectives and fostering collaboration.

Accountability:
The group emphasizes goal-setting and follow-through, with members holding each other accountable for progress. This structure helps entrepreneurs stay focused and achieve their business objectives.

What You Might Not Like

High Membership Costs:
The financial commitment can be significant, especially for smaller businesses.

Exclusivity and Culture Fit:
EO’s emphasis on confidentiality and its high entry requirements can feel exclusive or intimidating to some. Additionally, member experiences with inclusivity vary, with some reporting challenges in male-dominated groups.

Internal Politics:
While EO aims to foster collaboration, some chapters report issues with office politics or competitive dynamics, which can detract from the experience.

Who Should Join?

EO is ideal for established entrepreneurs who are ready to engage deeply with peers, tackle tough business challenges, and leverage a global network of leaders. This is not a casual networking group—it’s a powerhouse of accountability, learning, and personal growth.

For those who don’t yet meet the full membership criteria, the Accelerator Program is a great stepping stone. Whether you’re scaling up to hit $1 million in revenue or looking to connect with other high-achievers, EO offers unparalleled opportunities for growth and collaboration.

If you’re serious about investing in yourself and your business, EO could be the transformative

4. 4Networking (UK Based)

4Networking is a UK-based group with a relaxed vibe. It’s perfect if you want a mix of business and social networking without rigid weekly commitments.

Why 4Networking Is Different

It’s all about flexibility. You can attend any meeting in their network, and the events are 50% business, 50% social.

What You’ll Like

• Flexible Attendance: No need to lock yourself into a strict schedule.
• Social Atmosphere: Networking feels more like meeting friends for coffee.
• Affordable Options: Membership starts free, and you pay as you go.

What You Might Not Like

• Mainly UK-Based: Limited options if you’re outside the UK.
• Less Structure: Some people might miss the formality of groups like BNI.

What It Costs

• Membership starts free, with pay-as-you-go pricing for events.

If you’re looking for a laid-back, flexible way to network, 4Networking could be the answer.

5. Meetup.com and Eventbrite

Sometimes, the best networking happens when you’re not even trying to network. Social events are often where real connections spark, and platforms like Meetup.com and Eventbrite make finding those opportunities easier. While these aren’t traditional networking organizations, they offer countless ways to connect with professionals in social, professional, and niche settings. 

You’ve probably already used Eventbrite for events both online and offline, but I bet you haven’t intentionally used these resources for networking. 

But user feedback reveals a mix of experiences, so let’s break it down.

Meetup.com

Meetup.com is all about diversity—of groups, interests, and connections. Whether you’re a tech professional looking to meet peers or an entrepreneur diving into a new hobby, there’s likely a group for you.

What People Like About Meetup:

• Diverse Groups: Meetup is a goldmine for niche networking. From tech meetups to creative writing circles, users love the wide variety of groups that cater to specific interests and industries. It’s perfect if you’re looking for a more targeted networking experience.
• Convenience: The platform’s filters for relevance, distance, and date make finding and attending events simple and hassle-free. Many users appreciate the straightforward process of discovering events tailored to their needs.

What You Might Not Like:

• Customer Service Issues: Many users have reported struggles with Meetup’s customer support. Problems with event organization or membership management can go unresolved, leading to frustration for both attendees and organizers.
• Low Ratings: Meetup’s poor reviews on various platforms (averaging 1.7 stars) reflect dissatisfaction with features, costs, and overall value.
• Cliquish Atmosphere: Some groups can feel insular, making it hard for newcomers to form meaningful connections. This is especially true in more socially oriented groups where deeper interactions don’t naturally extend beyond the event.

Meetup is a great tool for finding specific groups and niche networking opportunities, but the platform’s limitations mean it’s not for everyone.

Eventbrite

Eventbrite focuses on making events—both professional and social—easy to find and attend. Whether it’s a business seminar, a charity gala, or a casual networking event, this platform excels at bringing people together.

What People Like About Eventbrite:

• Effective Event Promotion: Event organizers love Eventbrite’s marketing tools, which make it easy to promote events via social media and email campaigns. This translates into higher attendance and more vibrant networking opportunities for attendees.
• In-Person Networking Opportunities: Users frequently highlight the value of face-to-face interactions at Eventbrite-hosted events. The platform facilitates meaningful connections in settings that encourage authentic relationship-building.
• User-Friendly Interface: Eventbrite’s intuitive design makes it simple to browse, discover, and register for events.

What You Might Not Like:

• Cost Concerns: While many events on Eventbrite are free, some require tickets, and the associated fees can be a turnoff for small businesses or budget-conscious professionals.
• Variable Event Quality: Not all events are created equal. The experience often depends on the professionalism and effort of the organizer, leading to inconsistent networking opportunities.

Eventbrite shines when it comes to promoting and hosting high-quality in-person events, but its reliance on individual organizers means that experiences can vary widely.

Who Should Use Meetup or Eventbrite?

If you’re looking for casual, low-pressure ways to meet professionals or just want to see what’s happening in your area, these platforms are worth exploring. Meetup is great for niche groups, especially if you’re looking to connect over shared interests. Eventbrite, on the other hand, excels at promoting polished, large-scale events where networking happens naturally.

But keep in mind that neither platform guarantees a flawless experience. From cliquish groups to inconsistent event quality, the value you get depends largely on the specific events and your own effort to engage. Still, for those willing to navigate the quirks, both platforms can be fantastic tools for expanding your professional network in unexpected ways.

6. The Business Referral Exchange (BRE)

If you’re looking for something similar to BNI but with a little more wiggle room, The Business Referral Exchange (BRE) could be your perfect match. Designed for professionals who value structure but crave flexibility, BRE combines the benefits of weekly networking with the freedom to explore other groups.

What Makes BRE Unique?

Flexibility is BRE’s standout feature. Unlike BNI’s strict one-member-per-profession rule, BRE allows you to join multiple networking groups simultaneously. This means you’re not tied to just one set of connections, giving you a broader reach across various networks. For many professionals, this freedom is a game-changer.

What You’ll Like

• Flexible Membership: No exclusivity rules, so you can belong to BRE and other groups at the same time.
• Relaxed Atmosphere: Meetings are less formal than BNI’s, making it a more comfortable environment for some.
• Varied Dynamics: Each group has its own personality, which can make networking more enjoyable and dynamic.

What You Might Not Like

• Inconsistent Referral Quality: Like any networking group, the quality of referrals can vary. Some members have found great leads, while others felt the connections weren’t relevant to their business.
• Engagement-Dependent Results: The more you put into BRE, the more you get out of it. Members who aren’t actively engaged may find limited value.

What It Costs

• Membership fees vary by chapter but are generally competitive with similar networking groups.

Who Should Join?

BRE is ideal for professionals who want a structured referral network without the exclusivity or rigid requirements of BNI. If you’re the type who likes to explore multiple groups and connections, BRE offers the flexibility to do just that.

While some members rave about the relaxed environment and opportunities to diversify their networks, others caution that the results often depend on your level of participation and the dynamics of your specific chapter. Overall, BRE is a solid choice for those looking to balance structure with freedom in their networking efforts.

7. Lions Clubs International

Lions Clubs International is a global service organization with over 1.4 million members across more than 200 countries. Founded in 1917, its mission focuses on community service through initiatives addressing vision, hunger, the environment, disaster relief, and more. Their motto, “We Serve,” captures their commitment to making a difference.

How It Works

Lions Clubs operate through local chapters that tailor activities to the needs of their communities. Members engage in service projects like vision screenings for children as young as six months, funding facilities such as pavilions for schools for the blind, and collecting eyeglasses for distribution in underserved countries. While networking is a facet of Lions membership, the core purpose revolves around service rather than business connections.

Pros:

• Service-Focused: Provides opportunities to directly impact local and global communities.
• Established Reputation: Over 100 years of history with a strong global presence.
• Diverse Projects: Engages in meaningful initiatives such as health screenings, disaster relief, and environmental efforts.

Cons:

• Aging Membership: Many chapters face declining numbers, with average member ages skewing older. Recruitment of younger and more diverse members remains a significant challenge.
• Traditional Structures: Monthly meetings, often held at restaurants, and conventions with formalities like dress codes can deter younger, service-oriented prospects.
• Resistance to Change: Some clubs struggle to adapt to modern ideas, relying on outdated practices that can alienate potential members.

Pricing: Membership fees vary by club and region. Prospective members should contact their local chapter for specific information about costs and requirements.

Challenges Facing Lions Clubs

The organization faces critical issues, such as an aging membership and difficulties in attracting younger participants. A Lions club in Annapolis, for example, has seen its membership decline from over 100 to just 11 members, with an average age in the 70s. Recruitment often skews toward familiar demographics, perpetuating a cycle of limited diversity.

Younger generations also find traditional meeting structures unappealing. Many prefer no-frills service opportunities over ritualized gatherings and formal conventions. Additionally, the resistance to new ideas within some clubs has created a reputation for rigidity, making it harder to attract innovative thinkers.

Opportunities for Growth

Despite these challenges, Lions Clubs remain a powerful platform for meaningful service. The organization’s legacy, combined with its potential to adapt to modern preferences, offers opportunities for those passionate about community impact. By prioritizing flexibility, inclusivity, and innovative service projects, Lions Clubs can evolve to meet the needs of a new generation of volunteers.

If you’re looking for a service organization that values action and impact, Lions Clubs International provides an avenue to make a tangible difference in your community and beyond.

FAQs

How do I choose the right group for my business?
Think about your goals. Do you want exclusivity? LeTip is a strong choice. Looking to connect locally and become involved in community leadership? The Chamber of Commerce is great. Need global reach? EO is your match.

Are these groups worth the investment?
Absolutely—if you show up and engage. Networking groups are all about what you put into them.

Can I join multiple groups?
Yes! Many business owners diversify their networks by joining several groups. Just make sure you have the time to participate actively.

What should I prepare before joining a networking group?
Have a polished pitch, a clear understanding of your ideal customer, and a willingness to contribute. You’ll stand out immediately.

Are there online-only options?
Yes, platforms like LinkedIn Groups and Meetup often host virtual events, perfect for those who prefer to network from home.

The Bottom Line

BNI might be the networking giant, but it’s far from your only option. Whether you’re drawn to exclusivity, flexibility, or global connections, there’s a group out there waiting for you. Remember, the magic happens when you show up, stay consistent, and put in the effort to build real relationships.

So, which group will you try next? The connections you make today could transform your business tomorrow.

You’re not alone.  It’s giving “new college grad trying to find a job where every entry level position requires 5 years experience and there’s no where you can go to get that experience.”  Ahhh life!

But seriously. I’ve had about 5 conversations with newbie entrepreneurs this week and they all asked me the same questions. “How do I build social proof when I’m just starting out?” And I told them exactly what I’m about to share with you.

Why Social Proof Isn’t Just Another Buzzword

Buzzwords annoy me – it’s like we’re trying to make something so much bigger than it is and complicate it so that you will hire us and give us money. It’s not that complicated. 

Social Proof is a fancy way of saying “testimonials” or referrals. Said another way, it’s people with credibility and influence over your audience saying they love something and you’ll love it too. 

Now, let’s talk data, because this isn’t just marketing BS (as my mom likes to call it). According to HubSpot, implementing social proof can boost your conversion rates by up to 20%. But wait—there’s more:

• 92% of consumers read online reviews before making a purchase.
• 70% of buyers need at least four reviews before they trust a business.
• User-generated content drives 6.9x higher engagement than brand-created content.
• Reviews can increase conversion rates by as much as 270%.

Yep – the data supports it.  If you want to sell more stuff, you’re gonna need people who are LIKE your ideal customer with the same issues as your ideal customer talking about how your product or service transformed their life and made the problem go away (better, faster, easier, and cheaper than anything they’ve ever done before). 

Bottom line? Social proof isn’t optional anymore—it’s essential for survival. 

But how do you get there if you’re starting from zero?

Create an Experience Worth Talking About

Want to make getting testimonials and social proof and people talking about you absolutely effortless?  Stop worrying about COLLECTING testimonials and start worrying about delivering an experience WORTHY of testimonials and social proof. 

I’ll say that again: stop worrying about getting and start worrying about delivering.  Because YOU control the experience and your customers control the feedback.  That’s just how the world works.  

So, let’s focus on what you can control: creating an experience so good your customers can’t help but rave about it. This isn’t about fancy marketing—it’s about being exceptional.

How to Know WHERE to Be Exceptional?

You didn’t ask – but you should have.  Because there’s NO WAY you can guess where or how to be exceptional from your office or kitchen table  

The only person who knows what exceptional customer experience feels like is – your customer.  Your ideal customer – to be exact.

So you’re going to need to know who that is, what matters to them, and what their ideal, most perfect, magical outcome is.

How will you know this?  

You will actually have to do the unthinkable – and talk to them.  I know, it’s a challenge.  

Now, you don’t HAVE to – you can certainly decide for yourself or you can ignore this and just spend a few thousand dollars on some digital marketing that doesn’t deliver results – but hey.  You do you. 

With that out of the way, you realize that talking to customers who you love and who love you back is awesome and you might actually sell something in the process – let’s continue 

Know Your Ideal Customer Like Family

If you don’t understand your customers, you can’t wow them. Here’s how to truly get inside their heads:

Build a detailed customer profile that goes beyond age and income. What keeps them awake at night? What are they secretly Googling at 2 a.m.?

I highly recommend getting “physical” or “manual” with this.  Create a collage or vision board or something.  Use images – not words.  This activates a different part of your brain and will prompt your brain to give you ideas you never knew you had. 

• If you already have a favorite customer who you love and who loves you back.  Start with their picture – put it on a board, then collect other images based on what you know about them that will illustrate this ideal experience. 
• Take your ideal experience to the extreme.  Take a tip from Amazon’s product development team.  They always start with – what would be the ideal customer experience? Answer? I click a button and the doorbell rings.  Or I click a button and my order magically appears.  I know it’s extreme, but it drives you to always be working toward the ideal.  It’s hard to believe but years ago, a standard line on TV infomercials was “allow 6-8 weeks for delivery”. 

Use tools like HopperHQ to dig into their social behaviors and preferences.

Map every interaction point they have with your business. From their first website visit to their post-purchase follow-up, identify opportunities to impress.

Identify Their Pain Points and Solve Them Better Than Anyone Else

Find the three biggest frustrations your customers face, then crush them. Do this right, and they won’t just talk about you—they’ll rave about you.

Heck, start with just ONE single pain point.  What’s ONE thing that drives your customers crazy that you can do better than anyone else.  Even if you do it a little bit better, it’s still better than the alternative.  

If you are a service business that takes appointments – can you simply guarantee that you will see your client on their exact appointment time and get them out on time? No one likes 4-hour windows.  How can you do it better, faster, more reliably?

This is probably my favorite tip because you only have to do ONE thing but do it exceptionally well.  

Surprise and Delight

Never underestimate the power of small, unexpected gestures. Whether it’s a handwritten thank-you note, a surprise upgrade, or a freebie they didn’t expect, these little touches make a huge impact.

Pro Tip: This is where social proof begins. When you blow people away, they’ll tell their friends—and suddenly, you’re on your way.

Right now, your best marketing strategy is how you make people FEEL. How do you bring the HUMAN experience back? Again, pick ONE thing. 

• Be kind – every time. 
• Be on time
• Say thank you
• Do something kind and special – go out of your way.

ALL of these are ways of being – they are all FREE and they yield bigger, better results. 

The “No Social Proof Yet” Toolkit

If you’re starting from scratch, don’t panic. Here’s how to create social proof without a single review.

Start With Friends and Family (Yes, Really!)

This isn’t cheating if you approach it authentically. Here’s the playbook:

• Be upfront: “I need honest feedback as I launch my business. Can you try this and let me know what you think?”
• Ask for specific, detailed feedback. A generic “It’s great” won’t help you build credibility.
• Request permission to share their experiences as testimonials.

What to Do Next: Use their feedback to craft compelling stories. For example, instead of saying, “My friend loved it,” share, “They said our software saved them two hours a day—and even helped them land a new client.”

Leverage Small Wins

Big wins are great, but small victories add up fast. Capture them wherever you can:

1. Screenshot every positive email or DM (with permission).
2. Save every social media mention, even the casual ones.
3. Document every small success story—like when your product solved a minor inconvenience or saved someone time.

Pro Tip: Small wins snowball into larger wins. Keep track of every positive interaction, no matter how minor.

Create Content That Builds Trust

If you’re light on reviews, heavy up on content that demonstrates your expertise:

• Share behind-the-scenes insights. Show potential customers how the sausage gets made—it’s more interesting than you think.
• Document your process. For example, if you’re a designer, show sketches evolving into finished products.
• Publish how-to guides. This not only showcases your knowledge but also helps your audience solve problems.

By sharing valuable content, you’re creating a digital paper trail that screams, “This business knows its stuff.”

Pro-Tip: If you have a local business that relies on Google searches where potential customers are looking up phone numbers or local services, use your Google My Business as a powerful sales tool:

• Treat it like Facebook; add pictures of your business, people, customers, etc. 
• Did you get any handwritten thank you notes? (I have a local attorney that gets a lot of these). Take a picture and post it there (ask permission first!)

Build Credibility One Step at a Time

The biggest mistake you can make is trying to do everything at once. Instead, focus on one strategy at a time.

Your 30-Day Social Proof Sprint

Here’s how to build a strong foundation, step by step:

1. Weeks 1–2: Perfect the Customer Experience
   • Start gathering informal feedback. Ask questions like, “What’s one thing we could improve?”
   • Document every response—it’s all usable later.
2. Week 3: Implement the Friends and Family Strategy
   • Gather at least three authentic reviews.
   • Turn those reviews into compelling testimonials and share them on your website or social media.
3. Week 4: Start Capturing Small Wins
   • Collect screenshots, save mentions, and write up mini case studies.
   • Begin sharing these stories in newsletters, social posts, and ads.

The ROI of Social Proof: Real Numbers That Matter

Let’s talk results:

• Businesses that use social proof effectively see a 20% increase in conversions.
• 88% of consumers trust online reviews as much as personal recommendations.
• Websites with product reviews convert 63% more than those without them.

These aren’t just numbers—they’re proof that social proof works.

Common FAQs About Building Social Proof

Q: What if I get negative feedback?
A: Use it as a chance to shine. Respond professionally, solve the problem, and turn it into a story about your excellent customer service.

Q: Can I pay for testimonials?
A: No. Authenticity is your most valuable currency. Fake or paid testimonials can destroy trust.

Q: How many testimonials do I need?
A: Start with five detailed, authentic reviews. Quality always beats quantity.

Q: How long does it take to see results?
A: Expect 3–6 months of consistent effort. But even small wins can start building momentum immediately.

Your Action Plan: Start Today

Here’s what I told those startups: Pick one strategy and do it well.

1. Focus on creating an experience worth talking about.
2. Implement one tactic—like leveraging small wins—for 30 days.
3. Document everything.

Pro Tip: Bookmark these steps to stay organized as you build your proof arsenal.

The Final Word

Building social proof is a journey, not a race. Even giants like Amazon started with zero reviews. The key is to build trust one happy customer at a time. Start small, stay consistent, and watch your credibility—and conversions—grow.

So, what one strategy will you start with this week? Let’s make it happen.

Tapping into the Spirit of the Season

Successful festive marketing campaigns blend traditional holiday cheer with modern strategies. It’s about understanding your audience, meeting their evolving needs, and building lasting relationships that extend beyond the season. The best campaigns evoke emotion, build excitement, and offer genuine value to customers.

How to Brainstorm Holiday Marketing Ideas Without Losing Your Mind

Feeling a bit stuck when it comes to holiday marketing campaigns? Don’t worry—you’re not alone. Coming up with the perfect holiday campaign can feel like trying to fit a Christmas tree into a shoebox. But with a simple process, you can spark creativity, generate ideas, and come up with campaigns that actually boost your website traffic (and maybe even your holiday spirit). Here’s a step-by-step guide to make your brainstorming process as painless—and fun—as unwrapping a present.

Step 1: Set the Scene: First, pour yourself some holiday cheer—whether that’s hot cocoa, a peppermint latte, or a glass of wine (no judgment here). Now, put on some festive tunes to get into the spirit. This isn’t just for fun; changing your environment can really boost creativity.

Once you’ve got the mood set, grab a notebook, a whiteboard, or a digital space where you can jot down every wild idea that pops into your head. This is a no-judgment zone—there are no bad ideas during brainstorming!

Step 2: Think About Your Audience’s Holiday Needs: Before you dive into the fun stuff, take a minute to think about what your customers might need or want during the holiday season. Are they looking for last-minute gifts? Planning family get-togethers? Stressed about the end of the year? The best holiday marketing ideas come from solving a problem or fulfilling a need.

Ask yourself:

• How can your product or service help make their holiday season easier or more joyful?
• Can you offer free resources or exclusive content to lighten their holiday load?
• What could you give away in a fun contest or campaign that ties into their festive routines?

Write down every possible angle—no matter how silly it seems. The goal is to brainstorm with abundance, not perfection.

Step 3: Tap into Trends: Next, take a quick look at what’s trending in holiday marketing campaigns this year. Are there new social media challenges? Any viral trends you can tie into your brand? Or maybe there’s a cause or movement your audience cares about that you can support through a holiday campaign.

Pro Tip: A quick scroll through Instagram or TikTok can inspire loads of ideas for holiday marketing that people are loving right now. Bonus: You might discover a viral trend you can put your own twist on to drive some extra website traffic.

Step 4: Mix and Match Marketing Formats: Not every idea has to be a grand gesture. Sometimes, a simple offer or free download is all it takes to get people engaged. Start thinking about the formats you can work with:

• Social media contests or giveaways
• Flash sales or “12 Days of Christmas” deals
• Free holiday-themed downloads (gift guides, checklists, etc.)
• Virtual events like happy hours or workshops
• Branded hashtags for UGC (User-Generated Content) challenges

Jot down a mix of low-effort ideas (like a holiday-themed quiz) alongside bigger efforts (like a charity tie-in or virtual event). You’ll end up with a toolkit of holiday marketing ideas you can pull from depending on how much time and energy you have.

Step 5: Choose a Focus: At this point, your brain is probably buzzing with ideas—but now comes the fun part: narrowing it down. Look back at everything you’ve written, and pick one to three ideas that really excite you. These should be ideas that:

• Fit your budget (no massive ad spend necessary)
• Align with your audience’s needs
• Will actually boost website traffic, sales, or engagement

If you’re unsure, ask yourself this: “Will this make my audience stop scrolling and pay attention?” If the answer is “Heck yes!”—you’ve got your holiday campaign idea.

Step 6: Bring It to Life: You’ve got your ideas—now it’s time to make them happen. Outline the basic steps to bring your campaign to life. Do you need to design something? Schedule social media posts? Create a landing page? It doesn’t have to be fancy or complicated—just make sure your audience can easily find and participate in whatever festive fun you’ve cooked up.

Bonus Step: Measure Success (a.k.a. “Did it work?”): Once your holiday campaign is in full swing, keep an eye on what’s happening. Are people engaging? Is your website traffic increasing? Don’t be afraid to tweak things if something isn’t working as planned. Flexibility is key during the holiday season!

So let’s look at some festive marketing ideas that you can use for your business.

Festive Marketing Ideas to Spark Your Creativity

It’s important to find a balance between showcasing your products or services and connecting with customers on a personal level. This year, instead of extravagant gestures, let’s explore festive marketing ideas that are thoughtful, budget-friendly, and guaranteed to make a lasting impression:

1. Spread Cheer with Personalized Video Messages

Video content resonates with audiences, especially during the holidays. A short, heartfelt message thanking customers for their support or wishing them a joyous season can go a long way. Imagine a personalized greeting from Santa for a customer’s child or a heartfelt message from the company CEO reflecting on the year’s milestones and expressing gratitude. Personalization adds a special touch and reinforces the value of customer relationships.

• Why It Works: Video offers a level of authenticity and emotional connection that text often can’t match. Customers feel valued and seen, fostering a sense of loyalty that transcends a simple transaction.
• Pro Tip: Encourage sharing. These personalized video messages can be easily shared across various social media platforms by both your brand and happy customers, extending your campaign’s reach organically. Just remember to maintain brand consistency with festive visuals and messaging that aligns with your overall brand identity.

2. Unlock Value with Exclusive Content

Exclusive content is a great way to show your audience you understand their needs while reinforcing your expertise. Craft a comprehensive guide, an eBook with insider tips, or a series of festive video tutorials that address common pain points. Tailoring this content to reflect seasonal challenges shows customers you’re attuned to their needs beyond a superficial level. You could also offer a holiday gift guide, host a giveaway, or create a holiday-themed referral program.

• How it Works: Gated content acts as a lead magnet. To access it, customers share their contact information in exchange for valuable insights related to your brand.
• Case in Point: Imagine you run a local bakery. A “Festive Baking Secrets Revealed” e-book with unique recipe variations, tips for achieving professional-looking results, and answers to frequently asked holiday baking questions becomes irresistible. Suddenly, you’ve provided value while establishing yourself as a baking authority.

3. Foster Engagement Through Virtual Gatherings

While nothing compares to in-person celebrations, virtual gatherings provide a convenient and cost-effective way to bring your community together during the holidays. Host a webinar sharing holiday trends or recipes. Or try a fun interactive cooking class featuring seasonal dishes that connect to your brand.

• Building Trust: Inviting satisfied clients to share their experiences fosters trust and credibility among prospective customers. A LinkedIn Live event with happy clients can generate leads and build strong social proof.
• Engagement: Consider Q&A sessions where participants can interact directly. Don’t forget festive backdrops and attire.

4. Make a Difference Through Charitable Partnerships

This is one of those festive marketing ideas that warm the heart and benefits your community. Collaborate with a local charity to host a toy drive, food donation event, or adopt-a-family program. By aligning your brand with a meaningful cause, you showcase corporate responsibility, and connect with your audience’s values. Just as Macy’s partners with Make-A-Wish, identify charities aligning with your brand’s ethos. This creates positive PR while demonstrating social impact, resonating deeply with today’s conscious consumers.

• Brand Authenticity: Choosing a cause that genuinely aligns with your company’s values enhances brand authenticity and resonates with socially conscious consumers. Transparency about the partnership through various marketing channels helps build trust and transparency with your audience. Showcase your commitment through social media posts, email newsletters, or even dedicated blog articles that highlight the cause and encourage customer participation.
• Engagement: Incorporate interactive elements like donation matching or offer exclusive discounts for customers who contribute, fostering a sense of shared responsibility. Encourage employees to volunteer their time to create a strong sense of team spirit and commitment to social good.

5. Gift Thoughtfully Without Breaking the Bank

When we consider the state of things in 2024, we know people aren’t expecting expensive corporate gifts. So, opt for practicality and brand consistency by giving a small, usable token of appreciation with each purchase. Design a unique, branded holiday sticker set, create useful bookmarks featuring inspiring quotes related to your industry, or even offer a free downloadable festive phone wallpaper showcasing your logo in a winter wonderland setting.

• Fostering Loyalty: It’s about reinforcing that customer appreciation, much like holiday traditions, is timeless and not tied to extravagance. Offering a discount code or free shipping can be a great way to show your customers you care.
• Subtle Branding: Imagine a local bookstore offering custom-designed bookmarks with every book purchase – these bookmarks become treasured keepsakes. Maybe an online clothing store adds a stylish sticker featuring their logo. Not only does this act as subtle marketing, these small items remind people about your brand. Plus, because they’re genuinely useful, you avoid adding to holiday waste.

A Look at What’s Trending

As we approach the holiday season, consumers are leaning towards mindful spending and meaningful interactions, making a company’s environmental impact a significant consideration. More people care about how brands impact the planet. In fact, 82% of shoppers said they would pay more if a business offered zero-carbon shipping.

They also value businesses that demonstrate ethical practices and contribute to the greater good. These values, coupled with evolving digital trends, set the stage for festive marketing success in 2024:

The Rise of Online and Mobile Commerce

Did you know that online sales are predicted to increase by 9.5% in 2024? This shift highlights the importance of an optimized online presence. Ecommerce is king – a staggering amount of shopping now happens on the go. Mobile shopping accounted for over $1.7 trillion in sales last year. Make sure your website is responsive on mobile devices. Your website should load quickly and be easy to use. People love to shop from their phones. Make it easy for them.

Embracing Personalization

It’s no longer enough to just send generic greetings or promotions. Personalization is critical – in a recent Deloitte survey, it was shared that 66% of holiday shoppers base decisions on events like Black Friday sales and price. Personalize emails. Use names whenever possible and segment your lists based on purchase history, demographics or preferences. That same approach applies to all digital marketing efforts.

Festive Storytelling

People respond to stories – use this to your advantage. Share your brand’s journey, highlight customer success stories (with permission.), or even spotlight your team spreading holiday cheer. Heartfelt anecdotes resonate during a season focused on human connection. Capture behind-the-scenes glimpses of festive preparations – perhaps a local business owner decorating their shop or employees packing gifts with care.

Engaging Content is Still King

As shoppers become savvier and price-conscious, it makes perfect sense to assume that most online activity during the holidays involves researching the best deals. Create valuable, festive-themed content that provides helpful information, answers questions and solves problems related to your business. Think blog posts offering gift ideas tailored to different personalities and budgets. You could also do holiday-themed videos demonstrating creative ways customers can use your product or service during the holidays.  This approach establishes you as an authority, builds trust, and organically inserts your products or services within a relevant context.

Interactive Content

You can host contests where participants submit festive-themed photos or recipes using your product, driving engagement and user-generated content that aligns with your brand. People will pay more for engaging, immersive experiences. Use quizzes, games, and polls related to the holiday season. For example, you could host a holiday photo contest on Instagram or create a holiday-themed quiz on your website.

• Boosting Engagement: Polls about holiday shopping habits, festive quizzes, or interactive games on your social media platforms encourage participation and increase brand visibility.
• Gamification: Encourage interaction with online advent calendars where clicking on each day reveals a new promotion or engaging content related to your business. Launch festive-themed photo contests, inviting customers to share images of themselves enjoying your product or service. A recent study found that more than half of mobile ad impressions meet industry standards. Award prizes like gift cards or discounts – it generates buzz while boosting brand awareness.

Maximizing Resources with Budget-Friendly Solutions

Here are a few bonus ideas:

• Collaborate with Local Businesses: This approach expands your reach without breaking the bank. This is also a great way to cross-promote your products or services.
• Utilize User-Generated Content: Feature real customers enjoying your products or services. Re-post photos or videos related to your business (always with permission) on your social channels. Tagging the customer who originally posted fosters engagement and reinforces that you appreciate them.
• Leverage Email Marketing: A targeted email marketing campaign is one of the most effective ways to nurture leads, promote sales, and stay top-of-mind during the busy holiday season.
• Offer Festive Discounts: Research tells us that nearly half of shoppers in the US (50% in total) base their holiday purchasing decisions based on price. Offer flash sales and discounts to encourage people to buy now.

FAQs about Festive Marketing Ideas

Here are some frequently asked questions about festive marketing ideas:

How can I make my holiday email marketing stand out?

Use a catchy subject line. Your email subject lines should be clear, concise, and attention-grabbing. Use strong visuals. People are more likely to open an email if it has an eye-catching image or video. Personalize your messages. Use the recipient’s name and segment your list to send more relevant content.

What are some holiday referral program ideas?

Offer a referral contest. Give a prize to the person who refers the most customers. Offer a discount code for every successful referral. Give a free gift to both the referrer and the referee.

What should I post on social media during the holidays?

Share behind-the-scenes content. Run holiday-themed contests and giveaways. Share gift ideas and holiday tips. Promote your holiday sales and promotions.

Conclusion

Crafting memorable and impactful festive marketing ideas in 2024 demands creativity and a deep understanding of evolving consumer behavior. Instead of lavish displays or unsustainable practices, focus on simple gestures that convey warmth and authenticity. By offering tangible value, personalized interactions, and aligning your brand with community initiatives, you can turn this season of giving into one of growth and lasting connections with your customers.

Now, don’t get me wrong, great food is key for every restaurant, but these days, the restaurant world is fiercely competitive.

You can have the best-tasting dishes in the world, but without getting creative about how you’re bringing people in, even the most loyal foodies might never find you.

Now, there are physical things you can do such as having an inviting bar and lounge area to enhance the overall dining experience, making your restaurant a more attractive destination. Or, you can focus on creating quality drinks, especially signature cocktails that will complement your food menu and elevate the dining experience.

But all of these require a serious capital investment that doesn’t leave a lot of money to bring new customers in.

The good news? You don’t need a massive marketing budget to create buzz. You just need some clever, out-of-the-box ideas that make your restaurant stand out—and the best part is, most of these ideas are absolutely free! Let’s dive in.

1. Turn Your Restaurant Into a Local Art Gallery

If you’re going to market restaurant experiences, here’s a tip that’s totally free and adds culture to your space: partner with local artists to display their work in your restaurant. You get beautiful, rotating decor for free, and the artists get exposure and a chance to sell their work. It’s a win-win. Even better, hosting “opening nights” when a new collection goes up can create an event that draws in art lovers and foodies alike. Outdoor seating can further enhance this inviting atmosphere, attracting more customers looking for a pleasant dining experience.

This type of collaboration gets people talking and gives customers something to share on social media. Plus, it’s the perfect conversation starter while they wait for their food. I’ve seen restaurants do this and become the go-to spot for casual art lovers, which means more foot traffic and longer customer visits.

2. Start a “Pop-Up” Concept (Without Leaving Your Own Restaurant)

Pop-up restaurants are all the rage, but who says you have to rent another space? You can create a pop-up right inside your own restaurant by offering a limited-time, themed menu that feels totally different from your regular fare. Maybe for one week each month, your cozy Italian bistro turns into a “Southern BBQ Night,” or your sushi spot hosts a “Ramen Takeover.” This concept feels special, exclusive, and exciting—people love the idea of something temporary they can’t get all the time. The restaurant’s location, which has evolved from a historical fish market, adds to its unique charm.

Not only does it give your regular customers a reason to return for something new, but it also grabs the attention of new diners who want to try this unique, fleeting experience. Best of all, you don’t need to buy any fancy decor or do any rebranding—just switch up the menu and get people buzzing about it!

3. Use “Menu Psychology” to Increase Buzz and Boost Sales

This one comes from the pricing guru Rafi Mohammed, who knows a thing or two about creating irresistible menus. A great menu isn’t just about listing food—it’s about creating perceived value and making each item feel like it’s worth every penny. How you structure and present your menu can actually help drive more sales without changing a thing in the kitchen.

Some simple (and free!) tricks:

• Highlight a “signature dish” with a creative backstory that makes it feel like a must-try. Mohammed talks about how people are willing to pay more if they feel connected to a dish’s origins or uniqueness.

• Create “decoy pricing.” List an expensive item right next to something slightly less costly but still on the high end. Customers often choose the “middle option,” thinking they’re getting better value.

• Offer high-margin small plates or sharables prominently on your menu. They’re often perceived as a good deal by customers but are very profitable for restaurants.

These subtle psychological nudges can create a sense of excitement around certain dishes while increasing your bottom line—all without spending a dime on marketing.

4. Run a “Name Our Dish” Contest

People love to feel like they’re a part of something. One fun, free, and incredibly engaging way to create buzz is by involving your customers in the menu-making process. For example, you can run a “Name Our New Dish” contest on social media. Maybe you’re launching a new burger or dessert and can’t quite figure out what to call it—so let your audience decide how it will be served thoughtfully!

Here’s how to do it:

• Post a picture of the dish (even a sneak peek) and invite your followers to comment their name ideas.

• Reward the winner with a free meal or a small gift card, but more importantly, feature their winning name on your menu.

• Make a big deal of it on your social platforms and in-house, showcasing the new dish and giving credit to the creative customer.

This type of contest sparks engagement, draws in new followers, and turns a simple dish into something people will actively share and talk about.

5. Launch a “Secret Menu” (But Don’t Promote It—At Least Not Directly)

I love the idea of a “secret menu.” It’s that feeling of being in-the-know, like you’ve got the inside scoop on something special that’s not available to everyone. Here’s the kicker: don’t make a big announcement about it. Instead, let it be something people discover through word of mouth or when they hear it from your servers.

For example:

• Have a couple of off-the-menu items that only your regulars or those who ask for them can order.

• You can create playful names for these items or even involve your loyal customers in naming them (this could tie into your “Name Our Dish” contest idea).

People love sharing secrets. They’ll tell their friends about the cool thing they ordered that wasn’t even on the menu, and before you know it, your restaurant will have a reputation for being the spot with hidden treasures.

6. Engage in Guerrilla Marketing

Who says you need traditional advertising to get noticed? Guerrilla marketing is all about low-cost, high-impact strategies that grab attention in unique ways. While some versions of guerrilla marketing are elaborate, there are plenty of free, creative ways to make it work for your restaurant.

Some ideas:

• Create a chalk mural or clever sidewalk message outside your restaurant. It could be a witty quote about food or a creative design. If it’s Instagrammable, people will take photos and share them, giving you free exposure.

• If you’re near a busy area, hand out samples of your food or coupons to passersby with a friendly smile. It’s an easy way to get people thinking about you when hunger strikes later.

• Offer spontaneous “surprise and delight” moments for customers—like a free dessert or an appetizer on the house when they least expect it. These gestures will have people talking about the amazing service they received.

Remember, the goal here is to surprise people in unexpected ways, so think creatively about how you can generate buzz outside the restaurant without spending money on traditional advertising.

7. Create a “Bring Your Own Ingredient” Challenge

This one’s all about engaging your customers in a playful, interactive way. Challenge them to bring in a single ingredient, and your chef will create a custom dish around it. It adds an element of surprise for both the customer and your kitchen staff, and it’s a great way to showcase your restaurant’s creativity. Some customers even bring their spouses, like a husband, to participate in the challenge, making it a memorable experience.

Here’s how you can frame it:

• Offer the “Bring Your Own Ingredient Challenge” one night a month.

• Promote it as a fun, experimental evening where customers get to collaborate with the chef.

• Document the results on social media—take photos of the unique dishes and ingredients people bring in, and share them along with the customer’s name (with permission, of course).

This idea will make customers feel like they’re part of the creative process and could even become a monthly tradition, drawing in regulars and newcomers alike.

8. Use Your Tables as Storytelling Tools

The dining experience is all about immersion, and one free way to create a memorable connection with your guests is through storytelling—quite literally. You can turn your tables (or placemats) into conversation pieces by adding stories about the dishes, fun facts about your restaurant, or even quotes from customers.

Ideas to try:

• Print small cards or write directly on your placemats, telling the origin story of a popular dish or sharing fun food trivia.

• Let your customers leave messages or feedback directly on the tablecloths or placemats (if you’re using paper ones). Then, share some of the best ones on social media.

This kind of interactive storytelling turns a simple dinner into a memorable experience and gives people something to talk about long after they’ve left your restaurant.

9. Host a Community Cook-off

Want to bring in the locals and get free content? Host a community cook-off where people from your town can enter a dish to be judged by a panel—maybe even your chef or a few local influencers. The winning recipe could be featured as a special dish in your restaurant for a limited time, with credit going to the winning cook.

This event:

• Builds community ties, as it brings together local food lovers.

• Gives you an easy way to generate social media content (photos, videos, and user-generated content from participants).

• Creates a fun and competitive atmosphere that gets people talking.

Plus, offering the winner the chance to have their dish featured in your restaurant is a huge motivator for participation!

10. Partner with Local Schools for “Future Chefs” Nights

Engage the younger members of your community by partnering with local schools or culinary programs to host a “Future Chefs” night. Invite students to take over your kitchen (under supervision, of course!) for a night, where they can showcase their skills and serve a limited menu they helped create.

This not only gives local students valuable experience but also attracts their families, friends, and teachers to your restaurant, turning it into a packed event. You’re building connections with the community, and it’s a great way to get the local press involved since it’s a feel-good story.

11. Create a Memorable Dining Experience

At The Market Restaurant, we strive to create a memorable dining experience for our guests. Our commitment to using local ingredients and partnering with small farmers, fisheries, ranchers, and bakeries ensures that every dish is not only delicious but also tells a story. Our chefs take pride in crafting menus that showcase the freshest ingredients of the season, and our service team is dedicated to providing exceptional service that makes every guest feel like a friend.

Whether you’re celebrating a special occasion or just looking for a night out with friends, we invite you to join us for a truly unforgettable dining experience. From our cozy atmosphere to our expertly crafted cocktails, every detail is designed to make your meal with us a memorable one.

12. Develop a Strong Online Presence

In today’s digital age, having a strong online presence is crucial for any restaurant. At The Market Restaurant, we recognize the importance of having a website that accurately reflects our brand and provides our guests with the information they need to plan their visit.

Our website features our menus, wine list, and information about our chefs and staff. We also have a strong social media presence, where we share updates about new menu items, special events, and behind-the-scenes glimpses into our kitchen. By engaging with our guests online, we’re able to build a community of loyal followers who share our passion for good food and good company.

13. Measure and Track Your Marketing Efforts

At The Market Restaurant, we believe that measuring and tracking our marketing efforts is essential to understanding what works and what doesn’t. By monitoring our website analytics, social media engagement, and customer feedback, we’re able to refine our marketing strategy and make data-driven decisions that drive results.

Whether it’s tracking the success of a new menu item or measuring the impact of a social media campaign, we’re committed to using data to inform our marketing efforts and ensure that we’re always delivering the best possible experience for our guests. By staying focused on our goals and continually evaluating our progress, we’re able to stay ahead of the curve and maintain our position as one of the top restaurants in the area.

Bonus Tip: Turn Those “Best Of” Listings Into a Free Press Strategy

Okay, this tip isn’t entirely new, but here’s the twist—most restaurants think being listed in a “Best Of” guide is the end goal. It’s actually just the beginning. Once you get listed, you can ride that free PR for months by:

• Displaying badges or certificates of the award in your restaurant and online.

• Creating a “Best Of” special menu featuring the dishes that got you the recognition.

• Sending out press releases or engaging with local media to keep the momentum going.

People love dining at “award-winning” spots, so once you’ve got that title, make sure everyone knows about it!

At the end of the day, the goal is to market restaurant experiences and not just the obvious. Marketing your restaurant doesn’t have to be about spending money on billboards or hiring fancy PR firms. With a little creativity and community engagement, you can turn your place into the talk of the town—organically. Tap into the fun side of your business and free, unique ideas like these, will build buzz, grow your customer base, and create a memorable brand that people can’t stop talking about. After all, in the restaurant business, word of mouth is your best friend—and with these tips, you’re bound to keep those conversations going.

This simple guide will walk you through everything you need to know about remarketing, from the basics of setting up a campaign to advanced strategies for getting the most out of your budget. By the end, you’ll be an expert on all things remarketing!

What Is Remarketing?

Remarketing is a powerful marketing tool that allows businesses to target and reach potential customers who have already shown an interest in their product or service.

One popular method is Google Ads remarketing, which allows businesses to display targeted ads to users who have previously visited their site.

By placing a small piece of code on your website, businesses can remarket to visitors who have left without taking action.

Remarketing is an effective way to reach your target audience and increase conversions. It allows you to stay top of mind with potential customers, and can be customized to target specific audiences.

When used correctly, remarketing can be a powerful tool to help increase sales and grow your business.

Benefits of Remarketing

By tracking past visitors who have interacted with your brand online, businesses can target ads specifically to these individuals as they browse other websites.

Additionally, because remarketing is cost-effective and can be customized to target specific audiences, it can be an extremely effective marketing strategy for small businesses.

Some of the benefits of remarketing include:

1. Increased Brand Awareness:

Remarketing helps to keep your business top-of-mind for customers who may have been interested in your products or services, but didn’t make a purchase.

By targeting these individuals with ads, you can increase the chances that they’ll remember your brand next time they’re in the market for what you’re selling.

2. More Leads and Sales:

Because remarketing allows you to target ads specifically to people who have already shown an interest in your brand, it can be an effective way to increase leads and sales.

3. Cost-effective:

Remarketing is a cost-effective marketing strategy, since you’re only targeting ads to people who have already shown an interest in your brand.

4. Customizable:

Remarketing allows you to customize your ads to target specific audiences. For example, you can target ads to people who have visited your website but didn’t make a purchase, or to people who have interacted with your brand on social media.

5. Increased ROI:

Remarketing can help you increase your return on investment (ROI) by helping you to recapture lost customers and increase sales.

If you’re looking for a cost-effective marketing strategy that can help you increase brand awareness, leads, and sales, then remarketing may be the right choice for your business.

How to Create Remarketing Campaigns: A Basic Guide

There are a few different ways to set up a remarketing campaign. The most basic way is to use Google AdWords.

AdWords allows you to create ads and target them to specific groups of people. You can also use other platforms, such as Facebook, to create remarketing campaigns.

The first step to setting up a remarketing campaign is to create a list of people who have visited your website. You can do this by installing a tracking pixel on your website.

A tracking pixel is a piece of code that allows you to track visitors to your website. Once you have a list of people who have visited your website, you can start targeting them with ads.

The next step is to create an ad. The ad should be relevant to the product or service that you are selling.

The ad should also be eye-catching and include a call to action. The call to action should be something that will encourage the person to click on the ad.

Once your ad is created, it will enter an ad auction where its placement is determined based on factors like bid amount and ad quality.

Once you have created an ad, you need to target it to the right people. You can target your ad to people who have visited your website in the past, people who are in your target market, or people who are in a specific geographic location.

After you have created your ad and targeted it to the right people, you need to monitor your campaign. You should track the number of clicks, the number of conversions, and the cost per conversion.

You can use this information to optimize your campaign and make it more effective. Remarketing is a powerful marketing tool that can help you increase the chances of getting business from people who have already shown an interest in your product or service.

Remarketing Pixel Tags

A remarketing pixel tag is a small piece of code that you place on your website to collect data about your website visitors. This data is then used to create targeted ads that are shown to these visitors as they browse the web. Also known as retargeting tags or tracking pixels, these tags are typically provided by ad platforms such as Google Ads or Facebook Ads.

When a website visitor lands on a page with a remarketing pixel tag, the tag drops a cookie on the visitor’s browser. This cookie contains information about the visitor’s behavior on the website, such as the pages they visited and the actions they took. The ad platform then uses this information to create a targeted ad that is shown to the visitor as they browse the web.

Remarketing pixel tags can track a variety of behaviors, including:

• Page views: The tag can track which pages a visitor views on your website.
• Clicks: The tag can track which links a visitor clicks on your website.
• Conversions: The tag can track when a visitor completes a desired action on your website, such as filling out a form or making a purchase.

By using remarketing pixel tags, you can ensure that your ads are shown to the right audience, increasing the chances of conversion and maximizing the effectiveness of your remarketing campaigns.

Remarketing Lists

A remarketing list is a collection of website visitors who have been tagged with a remarketing pixel tag. These lists are used to create targeted ads that are shown to the visitors on the list. Remarketing lists can be created based on a variety of criteria, allowing you to tailor your ads to specific segments of your audience.

Here are some common criteria for creating remarketing lists:

• Page views: Create a list of visitors who have viewed a specific page on your website.
• Clicks: Create a list of visitors who have clicked on a specific link on your website.
• Conversions: Create a list of visitors who have completed a desired action on your website, such as making a purchase.
• Demographics: Create a list of visitors who match specific demographic criteria, such as age or location.

Remarketing lists can be used to create a variety of ad formats, including:

• Display ads: Ads that are shown on websites and mobile apps.
• Search ads: Ads that are shown on search engines such as Google.
• Social media ads: Ads that are shown on social media platforms such as Facebook and Twitter.

By leveraging remarketing lists, you can ensure that your ads are highly relevant to your audience, increasing the likelihood of engagement and conversion.

Remarketing Strategies for Different Types of Businesses

By targeting ads to people who have already visited your website or interacted with your brand, you can increase the chances of them becoming a customer or client.

There are many different ways to remarket to your audience, and the best strategy will vary depending on the type of business you have.

Here are some different remarketing strategies for different types of businesses:

E-commerce businesses:

If you have an e-commerce business, you can use remarketing to target people who have visited your website but didn’t make a purchase. You can do this by showing them ads for the products they were interested in, or for similar products. Using banner ads in your retargeting campaigns can effectively re-engage users who have previously visited your website, increasing the likelihood of conversion.

You can also offer discounts or coupons to encourage them to make a purchase.

Service businesses:

If you offer services, you can use remarketing to target people who have visited your website but haven’t booked an appointment. You can do this by showing them ads for the services they were interested in, or for similar services.

You can also offer discounts or coupons to encourage them to book an appointment.

B2B businesses:

If you have a B2B business, you can use remarketing to target people who have visited your website but haven’t contacted you about doing business.

You can do this by showing them ads for the products or services they were interested in, or for similar products or services.

You can also offer discounts or coupons to encourage them to contact you about doing business.

Local businesses:

If you have a local business, you can use remarketing to target people who have visited your website but haven’t come into your store.

You can do this by showing them ads for the products or services they were interested in, or for similar products or services.

You can also offer discounts or coupons to encourage them to come into your store. No matter what type of business you have, remarketing can be a powerful marketing tool.

By targeting ads to people who have already visited your website or interacted with your brand, you can increase the chances of them becoming a customer or client.

Advanced Tips and Tricks for Effective Remarketing

Advanced Remarketing Strategies for Solopreneurs

If you’re ready to up your remarketing game, I’ve got some solid strategies for you. Let’s cut to the chase—remarketing is about being smart, not intrusive. Retargeting ads are a powerful tool that allows you to reconnect with users who have previously visited your website, increasing brand exposure and improving conversion rates. It’s about re-engaging your audience with precision, timing, and relevance. Here’s how you can do just that with a few key tools and strategies:

1. Video Remarketing on YouTube

YouTube isn’t just for influencers—it’s a powerhouse for video remarketing. You can create remarketing ads that target people who’ve watched your videos, subscribed to your channel, or interacted with your content. Set up these custom audiences in Google Ads, and get your ads in front of them on YouTube and across the Google Display Network. If you haven’t yet, TubeBuddy is a fantastic tool to track deeper analytics on your videos, giving you insight into what works and what doesn’t. Use that data to refine your campaigns.

2. Facebook Custom Audiences

Facebook is still one of the best places to reach your audience, especially for remarketing. If you have an email list, upload it to create a Custom Audience and target them across Facebook and Instagram. This is gold for solopreneurs because you already know these customers—they’ve shown interest before, and now it’s time to re-engage them with new offers, content, or updates. Pro tip: Use AdRoll if you want to combine your Facebook audience with web tracking to hit multiple platforms.

3. LinkedIn Retargeting for B2B

If you’re running a B2B business, LinkedIn Retargeting is a no-brainer. Upload your customer lists and target those same people with LinkedIn ads. LinkedIn’s higher cost per click is offset by the professional targeting—if you’re aiming at specific industries or decision-makers, this is where you want to be.

Google Ads Remarketing with Customer Match

For solopreneurs using Google Ads, Customer Match is a fantastic tool. You can use both online and offline data—think email addresses from your newsletter or customer contact info—to create custom audiences. Target them across Search, Shopping, Gmail, and YouTube. This way, you’re reaching customers where they are, whether they’re searching for a product or catching up on emails.

5. AdRoll for Cross-Platform Retargeting

AdRoll allows you to manage campaigns across web, social, and email. It’s especially useful for solopreneurs who need a unified platform without the hassle of running separate campaigns everywhere. With AdRoll, you can upload your customer list and follow them around the internet with relevant offers and content.

6. Criteo for Dynamic Ads

If you’re in eCommerce, consider Criteo for dynamic retargeting. Criteo uses machine learning to show your audience the products they’ve viewed on your site, which helps drive conversions. This is especially useful if your inventory is large, and you want to personalize the experience.

7. Mailchimp for Email and Retargeting

You might already be using Mailchimp for email marketing, but don’t sleep on its retargeting features. You can create targeted ads based on your email list, helping you stay top-of-mind even outside the inbox. Combine this with your regular email marketing, and you’ve got a solid, multi-channel remarketing approach.

1. Use Retargeting Pixels.

Retargeting pixels are pieces of code that you can add to your website. They allow you to track visitors and show them relevant ads.

To use retargeting pixels, you’ll need to create a campaign in your ad platform of choice (such as Facebook Ads). Then, you’ll add the pixel code to your website.

When someone visits your website, the pixel will fire and track their activity. You can then use that information to show them relevant ads.

2. Create Custom Audiences.

Custom audiences are groups of people that you can target with your ads. For example, you could create a custom audience of people who have visited your website in the past 30 days.

To create a custom audience, you’ll need to create a campaign in your ad platform and then choose the “create a custom audience” option.

3. Use Lookalike Audiences.

Lookalike audiences are similar to custom audiences, but they’re based on people who are similar to your existing customers. For example, let’s say you have a list of email addresses of people who have purchased from you in the past.

You could upload that list to Facebook and create a lookalike audience of people who are similar to your existing customers.

4. Target Specific Pages.

You can use remarketing to target specific pages on your website. For example, you could target people who have visited your product pages but didn’t make a purchase.

To do this, you’ll need to create a campaign in your ad platform and then choose the “target specific pages” option.

5. Use Negative Targeting.

Negative targeting allows you to exclude people from your remarketing campaigns. For example, you could exclude people who have already made a purchase from your campaign.

To use negative targeting, you’ll need to create a campaign in your ad platform and then choose the “negative targeting” option.

6. Use Dynamic Ads.

Dynamic ads are ads that are automatically created and personalized for each person who sees them.

For example, if you’re selling products on your website, you could create a dynamic ad that would show the specific product that each person viewed on your website.

To use dynamic ads, you’ll need to create a campaign in your ad platform and then choose the “dynamic ads” option.

7. Test, Test, Test!

As with any marketing campaign, it’s important to test different versions of your ads to see what works best. Try different headlines, images, and call to action buttons to see what gets the best results.

Remarketing can be a very effective way to increase sales and conversions. By using these advanced tips and tricks, you’ll be able to get the most out of your campaigns.

Measuring and Optimizing Remarketing Campaigns

Measuring and optimizing your remarketing campaigns is crucial to ensuring they are effective and efficient. Here are some key metrics to track:

• Click-through rate (CTR): The percentage of visitors who click on an ad.
• Conversion rate: The percentage of visitors who complete a desired action after clicking on an ad.
• Cost per click (CPC): The cost of each ad click.
• Cost per conversion (CPA): The cost of each conversion.

To optimize your remarketing campaigns, consider the following strategies:

• Segmenting audiences: Divide your remarketing lists into smaller segments based on demographics, behavior, or other criteria. This allows for more personalized and relevant ads.
• Ad rotation: Rotate your ads regularly to keep them fresh and prevent ad fatigue. This helps maintain audience interest and engagement.
• Ad targeting: Target your ads to specific audiences based on demographics, behavior, or other criteria. This ensures that your ads are shown to the most relevant audience.
• Bidding strategies: Use bidding strategies such as cost-per-click (CPC) or cost-per-conversion (CPA) to optimize your ad spend. This helps you get the most value from your budget.

By tracking these metrics and implementing these strategies, you can continuously improve the performance of your remarketing campaigns.

Best Practices for Remarketing

To create effective remarketing campaigns, follow these best practices:

• Use clear and concise ad copy: Ensure that your ad copy is clear, concise, and relevant to your target audience. This helps convey your message effectively and encourages action.
• Use eye-catching ad creative: Use high-quality images and videos to make your ads stand out. Visual appeal is crucial in capturing the attention of your audience.
• Target the right audience: Use remarketing lists to target the right audience with the right message. This increases the relevance of your ads and the likelihood of conversion.
• Optimize ad frequency: Optimize the frequency of your ads to prevent ad fatigue and ensure that your ads are shown to the right audience at the right time. Too many ads can annoy your audience, while too few may not be effective.
• Monitor and optimize campaigns: Regularly monitor the performance of your campaigns and make necessary adjustments to optimize their effectiveness. This includes testing different ad variations and refining your targeting strategies.

By following these best practices, you can create remarketing campaigns that drive conversions and revenue, helping your business grow and succeed.

FAQ’s in Relation to Remarketing

What is meant by remarketing?

Remarketing is a form of online advertising that allows businesses to show ads to users who have previously visited their website.

What is remarketing and how does it work?

Remarketing is a form of online advertising that allows businesses to target ads to users who have previously visited their website. Remarketing works by placing a piece of code on your website that tracks users as they browse the web.

When these users visit other websites that are part of the remarketing network, they will see ads for your business.

What is retargeting vs remarketing?

Retargeting ads are a form of online advertising that targets users who have already visited a website or taken some kind of action.

Remarketing is a similar concept, but it generally refers to email marketing campaigns that are aimed at past customers or website visitors.

What is a good remarketing tool I could try?

AdRoll is a great recommendation as a remarketing tool because it offers a single platform that makes it easy for ecommerce brands and small businesses to launch display ads, social media ads, and email campaigns. This platform helps to engage existing customers, attract new customers, and grow revenue. Additionally, AdRoll’s data-driven approach ensures that brands are only targeting interested consumers with their ads.

Conclusion

This guide has hopefully given you a better understanding of how to set up and run a successful remarketing campaign so that you can take full advantage of its benefits.

Let’s get to it.

Where does website traffic come from?

More than 90% of all searches starts on Google. So that’s the first part where all search traffic comes from. There are really two sources of website referral traffic though; organic search and paid ads via Google Ads. Bidding on branded search terms can be a part of paid ads via Google Ads to enhance visibility and attract potential customers who are already searching for competitor brands. So, if you want to get competitor’s website traffic, you’ll want to understand both of these.

Now, your organic traffic from search is a function of SEO (Search Engine Optimization). It’s considered a FREE strategy, but don’t kid yourself. driving website traffic with organic search will cost you time and money — even if you use a free tool like Google Analytics for traffic analytics data or traffic analytics reports.

But there’s another way to direct website traffic from your competitors websites to yours. It’s not free, but it just might be your lowest total cost marketing strategy — Google Ads!

How Can Google Ads Help You Advance Your Business Goals

Google ads are a great way to generate new customers, and to get competitor’s website traffic.

But first, you will need to do some research on your customers and your competitors. The good news is that doing this research is FREE. But implementing what you’ve learned isn’t.

Check your competitors website traffic and find the keywords your customers are searching for, run your own ads on Google, and pass through traffic to their website. This is much more difficult than it seems because you’ll need competition analysis to drive results.

We’ll get to that in a minute. But for now, I want you to consider that Google Ads is a serious lowest total cost option to get new customers and get competitor’s website traffic by targeting competitor keywords.

What are Google Ads?

Google Ads (aka AdWords) is a pay per click advertising service that shows ads on Google-served search engine results. Google Ads can help you drive new customer traffic to your website because it’s faster and easier than SEO. Targeting competitor terms can help drive new customer traffic by reaching users who are actively searching for competitors’ products or brands, potentially diverting traffic towards your own offerings. It’s also typically less expensive than running print, radio or television ads for extended periods of time.

I like to say that Google Ads are a “pay to play” because they help you jump ahead of the line in search traffic.

Is Google Ads Right For My Business?

While most paid advertising consultants will tell you that any type of business can use Google Ads, I’m not sure I agree. Some businesses are a better fit for paid ads than others. Targeting competitor audiences can be particularly beneficial for businesses looking to capture market share from established rivals by understanding user intent across different advertising platforms.

Here is my profile of the perfect type of business for Google Ads:

• You have competitors who are bigger than you and have more money to spend on marketing.

• You’re a startup trying to break into an established industry.

• Your business requires you to be working with clients and doesn’t leave a lot of time for sales and marketing.

• You want a steady stream of prospects quickly.

• Your clients know exactly what they are searching for – they know what problem they are trying to solve or a specific product they want.

• You have a local business OR a highly niched business that uses a very specific vocabulary or ad keywords

This article is for the “ALL” Marketing Superpowers

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How to Use Google Ads for Competitor Targeting to Skim Customers From Your Competitor

If you’re ready to get website traffic from your competitors through competitor targeting, then this is how you do it.

Lior Krolewicz is a Google AdWords consultant who has successfully used this strategy for his business and for his marketing channels for his clients.

Here’s what to do.

Step 1: Identify and research a single target competitor

First, you want to focus on digital performance of a single competitor and research where your competitors website traffic comes from. Executing a competitor campaign is crucial as it helps identify competitors and effectively target their keywords, which can significantly enhance your visibility.

How to check competitor’s website traffic

You’re going to need to sue competitor traffic analysis tools. I use SEMRush. But that’s a paid tool. It does come with a 7-day free trial. Personally, I think that SEMRush is the easiest and lowest-tech tool to use for both competitor data analysis and website traffic analysis. This is why I recommend spending a lot of time on their website, reading the blog, watching training videos and getting yourself ready to do the research. Then you can sign up for the free trial and do all your work while it’s free. If you need more time, it’s $99/mo. So you can extend your research for 30 days and see if you like the tool enough.

What can you learn from your website competitors sites?

• Analyze your competitor’s brand identity. What does their brand stand for? How are they the same or different from you?

• What Keywords Are They Using? Look at their organic keyword performance. Do they rank well for those keywords? Is there anything you could do to improve their ranking?

• Are they using negative keywords? Negative keywords are words that don’t match your products or services so you won’t show in search results when someone searches for them.

• What’s Their Evergreen Content? Evergreen content is content that stays relevant over time. You can create evergreen content by writing about topics that people care about but aren’t necessarily looking for right now.

• How Present Are They on Social Media? Look at their social media presence. Does your competitor have any accounts on Facebook, Twitter, Instagram, Pinterest, etc.?

• Does Your Competitor Have Any Videos? How many videos does your competitor have? What topics are they creating videos about?

• Do They Have Any Reviews? What are people raving about? What are people complaining about?

• Are they advertising on social media? You can search for their ads on Facebook by visiting the Facebook Ads library and typing in their name.

• What Changes Have They Made to Their Website? What are they featuring now? What have they dropped?

• What Are They Blogging About? What keywords are they ranking for? Which are they NOT ranking for that you might be able to grab?

• How Are They Pricing Their Products? How much are they selling per item? How often are they offering discounts?

• Have They Changed Their Prices Recently? Has something changed recently that may affect how they’re pricing their products

Step 2: Create a comparison table of features and benefits

Every great marketing project starts with creating a feature and benefit table. Here’s what to do.

Start with your competitor websites and review their paid search campaigns. What products are they offering and what features and benefits are they mentioning? Dig into those. Comparing branded terms can help in creating a compelling feature and benefit table by highlighting the specific keywords your competitors are targeting, which can inform your own strategy.

Remember, if they are already spending money on ads, then the products and services in those ads will tell you what your competitor wants to feature on top landing pages.

Then repeat this process for yourself. Where do you and your competitor offer the same thing or something similar?

How are you different than your competitor?

How are you better?

This part of the process requires you to be brutally honest with yourself, otherwise it won’t work.

Step 3: Make a list of all the ways you are better than them

You can start this list by ways that YOU think you are better. But don’t stop there.

Analyzing competitor ads can help in identifying areas where you are better. This strategy allows you to capitalize on competitor keywords without directly referencing them, leading to increased clicks and conversions without the associated risks.

Go over your list and make sure that you’ve created that list from the perspective of your customer. This is critical because the name of this game is to re-direct your “searching customer’s” attention away from your competitor and to you.

So, if you haven’t done so, go back and make sure that all the ways that you are different are ways that are relevant to your customer.

Here’s a tip: Don’t overthink this or edit this. Instead do what I call a “brain dump” of everything that’s in your head as you’re going through this list. This will come in handy in the next step.

Step 4: What could you say to the customer who see’s your competitor’s ad to grab their attention?

This is either the fun part or the hardest part. Go back to the list of where you think you are better and start brainstorming what you might say to that person who is searching for your competitor.

Here’s an example of SEMRush’s ad that’s designed to grab people looking for Moz.

Take a super close look at this ad so that you can see all of the steps in action.

Know your audience. You sort of have to be an SEO professional or content marketer to “get” this. SEMRush’s ad team is targeting content marketer’s and since Moz is their biggest competitor and one of the leaders in this space, they assume their audience will go looking for them. Targeting users who browse websites similar to your competitors can be an effective strategy. By focusing on users who have shown interest in URLs of competitor websites, you can create custom audiences likely to engage with your offerings.

Put yourself in the moment with your customer. Next they become the “searcher” in the moment; typing in “moz” and seeing the Moz ad. What’s the next thing they will do? Read the next one — and what do they see? It STOPS the scroll “Meh” — what kind of ad starts with Meh — oh wait, they are talking to me “Meh — you can do better” – now the searchers mind goes to “How can I do better?” The ad answers your question and piques your curiosity so much that you can’t wait to click.

Here’s another example from Lior Krolwicz.

In this example, Lior picked a big competitor of his. He did the analysis and wrote an ad that sounds like a “HEY — look over here”

“Don’t hire those guys — REALLY, 100% Results or you don’t pay”

In his analysis, Krolewicz identified a relevant weakness — the fact that this competitor didn’t offer a guarantee.

So, like one of those guys in Little Italy, standing in front of a restaurant, he grabs your attention and tells you something that you might not have known. It’s at least worth a click — right?

Where to Send People From Your Google Ad Using Branded Search Terms

What happens after you get their attention and get the click? It’s like inviting them into your home. So make sure that once they come through your door — and to your website you reward them with actual support for what you are offering.

Maintaining your own brand’s integrity is crucial when redirecting traffic from your Google Ad. Understanding how competitors position themselves against your own brand can help in strategizing effective ad campaigns and ensuring brand integrity through trademarking.

Here’s how Krolewicz did it — he sent them to his home page.

As you can see, his homepage takes over where his ad left off.

Assuming you were searching for the competitor and clicked on his ad, you’d be asking yourself “Who is this guy?” and his home page tells you exactly who he is, what he offers, and so on.

WARNING: What to Look Out For If You’re Stealing Competitor’s Website Traffic Using Competitor Keywords

If you want to be successful with taking website and traffic share back from your competitor, then you need to be aware of the following risks and challenges:

Understanding the search network is crucial when engaging in competitor targeting. Google Ads offers various options beyond just utilizing the Search Network for targeting competitor audiences, and it’s important to adhere to legal guidelines.

It can get pricey: While there may be 1% of the marketers who get killer results from traffic data for no money, this is the exception and not the rule. Driving website traffic with accurate data can get expensive. No matter how much competitive analysis you’ve done, there’s no avoiding the testing phase of what actually drive website traffic and what doesn’t.

Competitor retaliation: Be careful. Depending on who your competitor is, you could be in line for some serious retaliation, like people clicking on your link to spend your ad dollars. They can do the same to you and you could get into a pissing match. Tread carefully.

It won’t work forever. This customer syphoning strategy won’t work forever. The purpose of this strategy is to break into a market and grab some new customers. But it’s up to you to create great experiences.

How to Use this Customer-Stealing Ad Strategy on Facebook

Now that you’re a pro at luring customers away from competitors with Google Ads, let’s see how this would work with Facebook Ads.

Step 1: Create a campaign targeting the user behavior on your competitor’s page likes

The first thing you want to do is start creating your ad. In this example, I chose the website traffic goal.

Then, where you define customer demographics for your audience, choose your competitor in the detailed data targeting.

In this case, I selected people who were interested in Moz.

You can use this basic targeting feature to target your ad to everyone who Likes the competitor’s Facebook Page. Additionally, you can create custom audiences by leveraging competitor URLs and keywords to reach individuals who have shown interest in related products and services.

Create several different audiences. Here are a few examples:

• Facebook Competitor Pages – write down all your main competitors and locate their Facebook pages. You can either find the business Facebook pages or pages of the founders.

• Facebook Pages in Search – Type in keywords related to your industry into the Facebook search box. This will give you a list of pages that are related to your industry.

• Facebook Pages You’ve Liked – If you have liked any pages related to your industry, it means that you think they are doing a good job. To find out more about what these pages are doing well, you can look at your own Facebook profile and see the pages you have liked in the past.

• Top Fans Page Likes -If you go to the Community tab on any Facebook page, you will see a list of people who like that page. If you click on their profile, you can see other pages that they have liked.

• Facebook Pages of Brands or Public Figures – One strategy is to think of brands and public figures within your industry. Find their Facebook pages and add them to your list.

• Related Pages or Pages Liked By -You can find out what pages your competitors like on Facebook. Go to a Facebook page that is related to your industry. Look on the sidebar for “Pages Liked by This Page” or “Related Pages.” These options will help you find competitor pages that you never would have thought of.

• Facebook Audience Insights – When you are in Facebook Audience Insights, add interests that are related to your business. Click on the Page Likes tab to see a list of pages that the people who have those interests have liked. Facebook sorts this list by how interested they are in those pages. Pay more attention to the pages with a high-interest score.

Step 2: Create a set of messages design to appeal to your competitor’s audience

Based on your research, create a set of messages and images that you think might appeal to the competitor’s audience.

**Step 3:**Test which audience gets the best response to your messages

You can test which of your audiences respond best to each of your messages.

While you can do this in Facebook, my favorite tool for this is AdEspresso — they make this process insanely easy.

Here’s a great article on how to do A/B testing with AdEspresso.

What’s the Payoff For Using This Customer-Stealing Strategy

This customer-getting strategy is wonderful on so many levels. I’m going to outline them here:

Incorporating video ads, especially in-feed video ads on YouTube, can significantly enhance the effectiveness of this customer-stealing strategy. These ads can appear in YouTube search results, targeting customers actively searching for content related to your brand, leading to higher view and completion rates.

Reduces trial-and-error

If you haven’t done a lot of paid advertising, this is a great way to get started. You’ll benefit from what’s working for your competitor and make it work for you.

Focuses your messaging

Instead of analyzing an entire market or industry or doing a ton of customer research, you can start creating messages based on what your competitor isn’t saying or doing.

You’ll become a better sales person

Nothing makes you a better salesperson than gaining a deep understanding of your competitors. Because you have to dig deeper into their products and services, you’ll identify subtleties you may not have noticed in the past that set you apart from your competitors.

How Much Traffic Will You Get?

Search engines drive traffic. But the question you have to ask yourself is how much traffic is organic search traffic and how much web traffic is going to be paid search traffic.

It’s no secret that traffic trends are leading toward having a combination of web traffic come from organic search and other web traffic that comes from paid advertising.

Given those traffic metrics, it makes sense to leverage paid search by doing some digital marketing intelligence and competitor research and skimming some of link data from your competitor’s traffic volume and organic keywords and sending it your way.

You’re already studying your competitor, why not get some new customers to your own site from the effort.How would you like to get competitor’s website traffic and customer’s they paid to attract? It’s easier and faster than you think. All you’ll need is a solid understanding of what make you better and your competitors worse.

Let’s get to it.

Where does website traffic come from?

More than 90% of all searches starts on Google. So that’s the first part where all search traffic comes from. There are really two sources of website traffic; organic search queries and paid ads via Google Ads. So, if you want to get competitor’s website traffic, you’ll want to understand both of these.

Now, organic search is a function of SEO (Search Engine Optimization). It’s considered a FREE strategy, but don’t kid yourself. driving website traffic with organic search will cost you time and money — even if you use a free tool like Google Analytics for traffic analytics data or traffic analytics reports.

But there’s another way to direct website traffic from your competitors websites to yours. It’s not free, but it just might be your lowest total cost marketing strategy — Google Ads!

How Can Google Ads Help You Advance Your Business Goals

Google ads are a great way to generate new customers, and to get competitor’s website traffic.

But first, you will need to do some research on your customers and your competitors. The good news is that doing this research is FREE. But implementing what you’ve learned isn’t.

Check your competitors website traffic and find the keywords your customers are searching for, run your own ads on Google, and pass through traffic to their website. This is much more difficult than it seems because you’ll need competition analysis to drive results.

We’ll get to that in a minute. But for now, I want you to consider that Google Ads is a serious lowest total cost option to get new customers and get competitor’s website traffic.

What are Google Ads?

Google Ads (aka AdWords) is a pay per click advertising service that shows ads on Google-served search engine results. Google Ads can help you drive new customer traffic to your website because it’s faster and easier than SEO. It’s also typically less expensive than running print, radio or television ads for extended periods of time.

I like to say that Google Ads are a “pay to play” because they help you jump ahead of the line in search traffic.

Is Google Ads Right For My Business?

While most paid advertising consultants will tell you that any type of business can use Google Ads, I’m not sure I agree. Some businesses are a better fit for paid ads than others.

Here is my profile of the perfect type of business for Google Ads:

• You have competitors who are bigger than you and have more money to spend on marketing.

• You’re a startup trying to break into an established industry.

• Your business requires you to be working with clients and doesn’t leave a lot of time for sales and marketing.

• You want a steady stream of prospects quickly.

• Your clients know exactly what they are searching for – they know what problem they are trying to solve or a specific product they want.

• You have a local business OR a highly niched business that uses a very specific vocabulary or ad keywords

This article is for the “ALL” Marketing Superpowers

Want to know what YOUR marketing superpower is?

Take the Marketing Superpower Quiz

If you’re ready to get website traffic from your competitors, then this is how you do it.

Lior Krolewicz is a Google Ads expert who has successfully used this strategy for his business and for his clients.

Here’s what to do.

Step 1: Identify and research a single target competitor

First, you want to focus on a single competitor and research where your competitors website traffic comes from.

How to check competitor’s website traffic

I use SEMRush. But that’s a paid tool. It does come with a 7-day free trial. Personally, I think that SEMRush is the easiest and lowest-tech tool to use for competitor website traffic analysis. This is why I recommend spending a lot of time on their website, reading the blog, watching training videos and getting yourself ready to do the research. Then you can sign up for the free trial and do all your work while it’s free. If you need more time, it’s $99/mo. So you can extend your research for 30 days and see if you like the tool enough.

What can you learn from your website competitors sites?

• Analyze your competitor’s brand identity. What does their brand stand for? How are they the same or different from you?

• What Keywords Are They Using? Look at their organic keyword performance. Do they rank well for those keywords? Is there anything you could do to improve their ranking?

• Are they using negative keywords? Negative keywords are words that don’t match your products or services so you won’t show in search results when someone searches for them.

• What’s Their Evergreen Content? Evergreen content is content that stays relevant over time. You can create evergreen content by writing about topics that people care about but aren’t necessarily looking for right now.

• How Present Are They on Social Media? Look at their social media presence. Does your competitor have any accounts on Facebook, Twitter, Instagram, Pinterest, etc.?

• Does Your Competitor Have Any Videos? How many videos does your competitor have? What topics are they creating videos about? 

• Do They Have Any Reviews? What are people raving about? What are people complaining about?

• Are they advertising on social media? You can search for their ads on Facebook by visiting the Facebook Ads library and typing in their name. 

• What Changes Have They Made to Their Website? What are they featuring now? What have they dropped?

• What Are They Blogging About? What keywords are they ranking for? Which are they NOT ranking for that you might be able to grab?

• How Are They Pricing Their Products? How much are they selling per item? How often are they offering discounts?

• Have They Changed Their Prices Recently? Has something changed recently that may affect how they’re pricing their products

Step 2: Create a comparison table of features and benefits

Every great marketing project starts with creating a feature and benefit table. Here’s what to do.

Start with your competitor and review their paid search campaigns. What products are they offering and what features and benefits are they mentioning? Dig into those.

Remember, if they are already spending money on ads, then the products and services in those ads will tell you what your competitor wants to feature.

Then repeat this process for yourself. Where do you and your competitor offer the same thing or something similar?

How are you different than your competitor?

How are you better?

This part of the process requires you to be brutally honest with yourself, otherwise it won’t work.

Step 3: Make a list of all the ways you are better than them

You can start this list by ways that YOU think you are better. But don’t stop there.

Go over your list and make sure that you’ve created that list from the perspective of your customer. This is critical because the name of this game is to re-direct your “searching customer’s” attention away from your competitor and to you.

So, if you haven’t done so, go back and make sure that all the ways that you are different are ways that are relevant to your customer.

Here’s a tip: Don’t overthink this or edit this. Instead do what I call a “brain dump” of everything that’s in your head as you’re going through this list. This will come in handy in the next step.

Step 4: What could you say to the customer who see’s your competitor’s ad to grab their attention?

This is either the fun part or the hardest part. Go back to the list of where you think you are better and start brainstorming what you might say to that person who is searching for your competitor.

Here’s an example of SEMRush’s ad that’s designed to grab people looking for Moz.

Take a super close look at this ad so that you can see all of the steps in action.

Knowyour audience. You sort of have to be an SEO professional or content marketer to “get” this. SEMRush’s ad team is targeting content marketer’s and since Moz is their biggest competitor and one of the leaders in this space, they assume their audience will go looking for them.

Put yourself in the moment with your customer. Next they become the “searcher” in the moment; typing in “moz” and seeing the Moz ad. What’s the next thing they will do? Read the next one — and what do they see? It STOPS the scroll “Meh” — what kind of ad starts with Meh — oh wait, they are talking to me “Meh — you can do better” – now the searchers mind goes to “How can I do better?” The ad answers your question and piques your curiosity so much that you can’t wait to click.

Here’s another example from Lior Krolwicz.

In this example, Lior picked a big competitor of his. He did the analysis and wrote an ad that sounds like a “HEY — look over here”

“Don’t hire those guys — REALLY, 100% Results or you don’t pay”

In his analysis, Krolewicz identified a relevant weakness — the fact that this competitor didn’t offer a guarantee.

So, like one of those guys in Little Italy, standing in front of a restaurant, he grabs your attention and tells you something that you might not have known. It’s at least worth a click — right?

Where to Send People From Your Google Ad

What happens after you get their attention and get the click? It’s like inviting them into your home. So make sure that once they come through your door — and to your website you reward them with actual support for what you are offering.

Here’s how Krolewicz did it — he sent them to his home page.

As you can see, his homepage takes over where his ad left off.

Assuming you were searching for the competitor and clicked on his ad, you’d be asking yourself “Who is this guy?” and his home page tells you exactly who he is, what he offers, and so on.

WARNING: What to Look Out For If You’re Stealing Competitor’s Website Traffic

If you want to be successful with taking website traffic from your competitor, then you need to be aware of the following risks and challenges:

It can get pricey: While there may be 1% of the marketers who get killer results for no money, this is the exception and not the rule. Driving website traffic can get expensive. No matter how much competitive analysis you’ve done, there’s no avoiding the testing phase of what actually drive website traffic and what doesn’t.

Competitor retaliation: Be careful. Depending on who your competitor is, you could be in line for some serious retaliation, like people clicking on your link to spend your ad dollars. They can do the same to you and you could get into a pissing match. Tread carefully.

It won’t work forever. This customer syphoning strategy won’t work forever. The purpose of this strategy is to break into a market and grab some new customers. But it’s up to you to create great experiences.

How to Use this Customer-Stealing Ad Strategy on Facebook

Now that you’re a pro at luring customers away from competitors with Google Ads, let’s see how this would work with Facebook Ads.

Step 1: Create a campaign targeting your competitor’s page likes

The first thing you want to do is start creating your ad. In this example, I chose the website traffic goal.

Then, where you define your audience, choose your competitor in the detailed targeting.

In this case, I selected people who were interested in Moz.

You can use this basic targeting feature to target your ad to everyone who Likes the competitor’s Facebook Page.

Create several different audiences. Here are a few examples:

• Facebook Competitor Pages – write down all your main competitors and locate their Facebook pages. You can either find the business Facebook pages or pages of the founders.

• Facebook Pages in Search – Type in keywords related to your industry into the Facebook search box. This will give you a list of pages that are related to your industry.

• Facebook Pages You’ve Liked – If you have liked any pages related to your industry, it means that you think they are doing a good job. To find out more about what these pages are doing well, you can look at your own Facebook profile and see the pages you have liked in the past.

• Top Fans Page Likes -If you go to the Community tab on any Facebook page, you will see a list of people who like that page. If you click on their profile, you can see other pages that they have liked.

• Facebook Pages of Brands or Public Figures – One strategy is to think of brands and public figures within your industry. Find their Facebook pages and add them to your list.

• Related Pages or Pages Liked By -You can find out what pages your competitors like on Facebook. Go to a Facebook page that is related to your industry. Look on the sidebar for “Pages Liked by This Page” or “Related Pages.” These options will help you find competitor pages that you never would have thought of.

• Facebook Audience Insights – When you are in Facebook Audience Insights, add interests that are related to your business. Click on the Page Likes tab to see a list of pages that the people who have those interests have liked. Facebook sorts this list by how interested they are in those pages. Pay more attention to the pages with a high-interest score.

Step 2: Create a set of messages design to appeal to your competitor’s audience

Based on your research, create a set of messages and images that you think might appeal to the competitor’s audience.

Step 3: Test which audience gets the best response to your messages

You can test which of your audiences respond best to each of your messages.

While you can do this in Facebook, my favorite tool for this is AdEspresso — they make this process insanely easy.

Here’s a great article on how to do A/B testing with AdEspresso.

What’s the Payoff For Using This Customer-Stealing Strategy

This customer-getting strategy is wonderful on so many levels. I’m going to outline them here:

Reduces trial-and-error

If you haven’t done a lot of paid advertising, this is a great way to get started. You’ll benefit from what’s working for your competitor and make it work for you.

Focuses your messaging

Instead of analyzing an entire market or industry or doing a ton of customer research, you can start creating messages based on what your competitor isn’t saying or doing.

You’ll become a better sales person

Nothing makes you a better salesperson than gaining a deep understanding of your competitors. Because you have to dig deeper into their products and services, you’ll identify subtleties you may not have noticed in the past that set you apart from your competitors.

How Much Traffic Will You Get?

Search engines drive traffic. But the question you have to ask yourself is how much traffic is organic search traffic and how much web traffic is going to be paid search traffic.

It’s no secret that traffic trends are leading toward having a combination of web traffic come from organic search and other web traffic that comes from paid advertising.

Given those traffic metrics, it makes sense to leverage paid search by doing some digital marketing intelligence and competitor research and skimming some of your competitor’s traffic volume and sending it your way.

You’re already studying your competitor, why not get some new customers to your own site from the effort.

Key Takeaways in Online Advertising

• Gmail ads are interactive ads in the inbox that can expand upon being clicked, designed to blend in with users’ emails and pay-per-click pricing allows advertisers to control their spending budget.

• Advertisers can measure how ads perform through performance metrics like CPC and CTR, and optimize through strategies like refining targeting and testing ad variations to maximize engagement.

• Advanced targeting methods using demographics, interests, and keywords help advertisers reach specific audiences, and managing campaigns through Google Ads interface provides a user-friendly experience for setting up and optimizing Gmail ad campaigns.

Understanding Gmail Ads and Their Placement

What exactly are Gmail ads? Well, they’re specially served to users with free accounts, appearing at the top of the promotions tab or Social tabs within the inbox. Just like an email chameleon, they mimic the format of an actual email, blending in with your regular email flow. But they aren’t just pretending to be emails. They’re interactive! Click on them, and they expand to reveal:

• a headline

• a description

• an image

• a call-to-action button.

But how do these Gmail ads end up in your inbox, you ask? The placement of these targeted ads is determined by a match between the keywords chosen for the ad campaign and the content present in your emails. It’s like having a personal shopper pick out your ads!

The Journey of an Ad into Your Inbox

Creating a Gmail ad is an art and a science. Advertisers need to provide:

• A headline (25 characters max)

• A description (90 characters max)

• Their business name

• A landing page

It’s like a mini billboard, right there in your inbox! After creating the ad, advertisers launch their campaign by clicking ‘Create Campaign.’ The ads are then sent for approval, kind of like applying for a visa to enter your inbox.

Once approved, they get placed alongside your regular emails, waiting for you to discover them.

Visibility Among Emails: How Gmail Ads Stand Out

So, how do Gmail ads stand out among your usual email traffic? The secret lies in their design. Gmail ads are designed to initially appear as collapsed ads, blending in with your email flow. They’re like that quiet person at a party who’s full of interesting stories. You just need to engage with them.

Once you click on a collapsed Gmail ad, it expands to the size of a full email, revealing a more detailed and engaging user experience. It’s like an introvert coming out of their shell, offering you an engaging, interactive experience.

Breaking Down the Cost Structure of Gmail Ads

Now let’s talk money. Gmail ads utilize a pay-per-click (PPC) advertising model, which merges features of traditional email marketing and paid ads. In simple terms, the advertiser pays each time a user engages with their ad by clicking on it.

Advertisers can also utilize smart bidding strategies to optimize their spending and improve campaign performance in real-time.

The good news? Advertisers can manage their spending on Gmail ads campaigns via their Google Ads account budget, all through their Gmail account. This means you have the control to decide how much you want to spend on your ad campaign. It’s like having a prepaid phone plan for your ads. You only pay for what you use, and you get to control your spending.

Pay-Per-Click Pricing Explained

So, how does this pay-per-click pricing model work? Advertisers have the option to bid for ad placement on Gmail either manually, setting each bid individually, or automatically, with Google setting bids to target specific ad placements within budget constraints. Think of it like an auction, where you decide how much you’re willing to pay for a click on your ad. By adjusting their maximum cost-per-click bids, advertisers can influence the amount of traffic they receive and the return on investment for their Gmail ad campaigns. It’s like tweaking the volume knob on your radio. Turn it up for more traffic, turn it down to save costs.

A higher click-through rate leads to a lower cost-per-click for Gmail ads, while a lower click-through rate would typically increase the cost-per-click. The selected bidding focus, such as aiming for conversions, should be aligned with the advertiser’s campaign goals to effectively meet specific business objectives. Google also provides options for advertisers to enable or disable their Gmail ads from showing when emails contain keywords targeted by their campaign. This gives you the control to decide when and where your ads appear.

Budgeting for Your Gmail Ad Campaign

Budgeting is an essential part of any ad campaign. With Gmail ads, you can:

• Set and adjust an average daily budget at any time, allowing you to control ad spend based on your overall campaign goals

• It’s like having a speed limit for your ad spend

• Google Ads may occasionally spend more than your set daily budget, but safeguards are in place to prevent monthly costs from exceeding the calculated monthly budget.

For an effective campaign launch, it’s recommended to start with a conservative budget for Gmail ads, using standard delivery and implementing frequency capping to control cost and exposure. It’s like starting a road trip with a full gas tank and a clear map.

Measuring the Effectiveness of Gmail Ads with Google Analytics

Now that we’ve covered the journey of the ad and its cost structure, let’s move on to measuring the effectiveness of Gmail ads. Key performance metrics for Gmail ads include:

• Cost-per-click (CPC)

• Click-through rate (CTR)

• Impressions

• Gmail Forwards

• Gmail Clicks to Website

• Gmail Saves

Integrating Google Analytics with your Gmail ad campaigns can provide deeper insights into user behavior and help optimize performance.

Think of these metrics as your compass, guiding you towards your campaign goals.

Conversion tracking is crucial in evaluating the success of Gmail advertisements by measuring user actions that lead to valuable customer activity. It’s like tracking the breadcrumbs left by your users, leading you to valuable insights about your ad performance.

Key Performance Indicators (KPIs) for Gmail Ads

Key Performance Indicators (KPIs) are essential in evaluating the success of Gmail ads. KPIs should be selected based on:

• Business goals

• Data availability

• Industry benchmarks

• Testing different metrics

It’s like picking the right tools for a job.

For example, an average open rate of up to 6.6% serves as a benchmark for Gmail ads effectiveness. This gives you a standard to measure your ad performance against, ensuring you’re on the right track.

Strategies to Optimize Gmail Ad Effectiveness

To optimize the effectiveness of your Gmail ads, consider using strategies like:

• Audience segmentation

• Refining targeting

• Crafting effective subject lines

• Testing ad variations

It’s like fine-tuning a musical instrument to achieve the perfect sound.

Employing customer match lists using existing customer databases can significantly increase the precision of your Gmail ad targeting. Think of it as a VIP list for your ads, ensuring they reach the right people. Refining ad targeting can involve utilizing detailed demographic data, exclusion strategies, or customized bids for specific demographic segments.

Crafting an effective subject line is crucial as it influences the likelihood of ad engagement. It’s like the headline of a newspaper article, the first thing that catches the reader’s attention. Testing different ad creatives and targeting methods, iterating the approach based on insights from ad performance metrics, can identify the best performing elements for optimization. It’s like trying out different recipes to find the perfect dish.

Crafting Compelling Gmail Ads

So, what are the ingredients of a compelling Gmail ad? Here are some tips:

• Utilize a concise and conversational style

• Use preheader text for additional detail

• Include relevant emojis in the subject line

• Include a clear call to action to increase the chances of ad engagement

• Incorporate high-quality image ads to capture audience attention and enhance the visual appeal of your Gmail ads

It’s like writing a catchy song, where every word matters.

Ensure you have adequate, on-brand imagery that aligns with the offer promoted within your Gmail ads. It’s like choosing the right outfit that reflects your personality. Craft expanded Gmail ads like landing pages by incorporating optimized calls to action and imagery designed to capture attention from users.

Finally, to provide a seamless and pleasant user experience, make sure to:

• Ensure that the Gmail ad content matches the landing page

• Make the transition from the ad to the landing page smooth

• Meet the expectations set by the ad

It’s like guiding a guest from the front door to the living room, providing a seamless and pleasant experience.

Designing Ads That Resemble Actual Emails

Designing Gmail ads that resemble actual emails involves a few key strategies. Adopting a conversational tone in subject lines and personalizing them with specific information such as location or interests can increase the relevance and engagement of Gmail ads. It’s like addressing a letter to a friend, making it more personal and engaging.

Ensuring that Gmail ads are visually appealing and maintain brand consistency is critical for keeping user engagement high. It’s like maintaining a consistent theme in a photo album. Gmail ads should be crafted with subtle visuals and balanced text that blend naturally with a user’s email inbox to avoid disrupting their experience.

Offering top-of-the-funnel content such as webinars or educational material in Gmail ads can nurture prospects who are in the awareness or evaluation stage of the buyer’s journey. It’s like offering appetizers before the main course, preparing your customers for what’s to come.

Leveraging Visuals and Copywriting Techniques

Enhancing Gmail ads with visuals and copywriting techniques is an essential part of crafting compelling ads. High-quality images in Gmail ads are crucial for effective brand message communication. Think of it as choosing the right visuals for a presentation. Advertisers need to ensure images are not:

• blurry

• color-inverted

• overly filtered

• visually skewed

to avoid diminishing the ad’s professionalism. It’s like avoiding a bad hair day in your profile picture. Tools like Google Ads Editor are available to help incorporate impactful visuals smoothly into Gmail ads.

Gmail ad copywriting should be clear and compelling, leveraging headlines and descriptions that resonate with the target audience. It’s like writing a compelling narrative that keeps the reader hooked. Utilizing engaging visuals and copywriting techniques, such as impactful statistics, relatable phrases, and organizing information with brackets, can enhance Gmail ads.

Finally, creative and copy testing are essential to ensure that Gmail ads capture attention and communicate the campaign’s unique value propositions effectively. It’s like doing a dress rehearsal before the actual performance, ensuring everything is just right.

Advanced Targeting Methods for Gmail Ads

Advanced targeting methods for Gmail ads can take your ad campaign to the next level by effectively reaching specific Google users based on their demographics and interests. By utilizing the right targeting method, Gmail ads offer a wide range of audience targeting options including Affinity Audiences, In-Market Audiences, and Remarketing Audiences, which enables advertisers to reach specific demographics and interests more effectively. It’s like casting a fishing net with precision, ensuring you catch the right fish. Advertisers can also fine-tune their ad targeting to specific or broad audiences with parameters such as keywords, locations, devices, and the use of remarketing lists. It’s like adjusting the focus on a camera, ensuring you capture the right shot.

For Gmail ad targeting, advertisers have the choice of different levels of automation to apply, ranging from no automation to conservative or aggressive automation. It’s like choosing the right gear for your car, depending on the terrain.

Demographic and Interest-Based Targeting

Demographic and interest-based targeting allows advertisers to reach specific customer segments based on statistical data and online behavior. Advertisers can use demographic targeting in Google Ads to reach potential customers within specific demographics such as:

• age range

• gender

• parental status

• household income

It’s like choosing the right audience for a theater performance. Sensitive content categories such as race, religion, and health are not used for targeting Gmail ads to protect users’ privacy. It’s like respecting personal boundaries in a conversation.

Demographic targeting in Gmail ads can be utilized to narrow the audience, ensuring ads are not shown to users outside the selected categories, with advanced options like Detailed Demographics including homeownership and education. In-market audience targeting allows advertisers to reach users who are actively researching or planning to buy specific products or services according to their online behavior. It’s like identifying potential customers who are ready to make a purchase.

Utilizing Keywords and User Behavior Data on Google Display Network

Keywords and user behavior data can be utilized to target Gmail ads more effectively. Targeting keywords related to the brand or products can increase the opening rate of Gmail ads. It’s like using the right bait to catch the right fish.

Gmail ads are personalized and shown to users based on their online activity while they are signed into Google. Think of it as a personal shopper who knows your preferences. Advertisers can target their Gmail ads to users who have visited certain domains, including their own website or those of competitors, by using domain targeting features. It’s like keeping tabs on your customers and competitors, ensuring you stay ahead of the game.

Navigating Gmail Ads Interface

Managing Gmail ads is a breeze with the Google Ads interface. Advertisers can serve ads and access the Gmail ads feature by selecting ‘Display campaigns’ followed by ‘Ads & extensions’ from the navigation menu. It’s like navigating through a user-friendly dashboard, proving how Gmail ads work effectively.

In addition to Gmail ads, the Google Ads interface also allows you to manage Google Discovery ads, which can help expand your reach across various Google platforms.

Defining a campaign objective is the first step in the process, influencing the available setup options in Google Ads for a targeted outcome with Gmail ads. It’s like setting a destination before starting a journey.

Creating Your First Gmail Ad

Ready to create your first Gmail ad? Here’s how:

1. Go to the Campaigns tab

2. Click the blue ‘+’ button

3. Select ‘Create a campaign without a goal’s guidance’

4. Choose Display campaigns

5. Select ‘Gmail Campaign’

It’s like starting a new project on your computer.

Create a Gmail ad by uploading assets like a logo, business name, headline, and description, as well as additional content such as website links or phone numbers. It’s like filling out a profile for your ad.

Ensure the correct campaign structure by following these steps:

1. Sign in to Google Ads.

2. Navigate to ‘Display campaigns’.

3. Click on ‘Ads & extensions’.

4. Select ‘Gmail ad’ or ‘Upload Gmail ads’.

5. Use ad groups to cluster related ads.

It’s like organizing your files into relevant folders.

Access budget recommendations for Gmail ads within the Google Ads account, which are based on the campaign’s recent performance. It’s like getting personalized recommendations based on your browsing history.

Managing and Optimizing Your Campaigns

Managing and optimizing your Gmail ad campaigns is the final step in your Gmail ads journey. Shared budgets can be set for Gmail ads which allow spending to be distributed across multiple campaigns, leading to optimization of overall campaign results by Google Ads. It’s like setting a group budget for a group trip.

Advertisers can:

• Manage demographic targeting

• Access filtered reports for either individual campaign, ad group, or account level

• Edit the targeting preferences within Google Ads

It’s like having a detailed report of your journey, helping you make better decisions for the future.

Summary

So there you have it, a comprehensive guide to maximizing your business impact with strategic Gmail Ads campaigns within the broader context of online advertising. From understanding Gmail ads and their placement, breaking down the cost structure, measuring effectiveness, crafting compelling ads, to navigating the Google Ads interface, you’re now equipped with the knowledge to take your business to new heights. So why wait? Dive into the world of Gmail ads and start making your mark!

Frequently Asked Questions

How do I stop ads on Gmail?

You can stop ads on Gmail by going to Settings, clicking “See all settings,” then heading to the Labels section and choosing to hide certain tabs like Promotions. Another option is to use an ad blocker for a cleaner, ad-free experience. While you can stop Gmail ads, you may still encounter other types of ads, such as search ads, when using Google services.

What are Google Gmail ads?

Google Gmail ads are personalized and automated ads that appear in the Promotions tab of consumer accounts, showing offers from brands based on your online activity while signed into Google.

Do Gmail ads still exist?

No, Gmail ads are no longer available as standalone ads since July 2021.

Why am I getting so many Gmail ads?

You’re seeing a lot of Gmail ads because that’s how Google supports its free services, like Gmail. The ads are personalized based on your online activity while signed into Google, aiming to show you the most relevant ones.

How is the cost of Gmail ads determined?

Advertisers are charged on a pay-per-click basis for Gmail ads, meaning they pay each time a user clicks on the ad. They can control their spending through their Google Ads account budget.

But get this, 91% of customers (this probably includes your customers) say they’re more than willing to make a referral, but only 11% of businesses actually ask for referrals.

Not asking for referrals is a massive missed opportunity sitting right there, waiting to be tapped.

So, why aren’t YOU asking for referrals?

The answer usually boils down to one of three things: fear, awkwardness, or simply forgetting.

But here’s the reality: asking for referrals doesn’t need to be uncomfortable or feel like you’re being pushy or desperate. In fact, when done right, it can feel like a natural extension of the relationship you’ve built with your clients.

So let’s dig into the basics of referrals and how to develop great clients who generate referrals.

Don’t Want to Ask for Referrals? Do This Instead

Create a Great Customer Experience

I know that this article is about asking for referrals. But wouldn’t it be so much better if you didn’t have to ask and referrals just happened day in and day out.

The BEST way to get customers to refer people to you is to create an outstanding customer experience, one that naturally creates such customer delight that they can’t wait to share the experience with their friends, colleagues, and family.

Let’s face it, these days, the bar is pretty low. You don’t have to go nuts, you just have to do at least one thing really, really well.

Like what?

You can focus on being friendly and really knowing your customers, who they are what they like, and simply making them feel seen and heard.

• If they order the same thing all the time, show them you remember.
• Say hello and use their name when they come in.
• If you’re an online business, engage with your customers, respond to their social posts, etc.

Be a business they can count on. By this I mean say what you do and do what you say. Be on budget, on time. Be dependable. Be trustworthy. Right now a lot of small businesses are not returning calls, are not showing up on time, are going over budget, or don’t know their own business. If all you do is deliver on what you promise — you are creating an amazing referral-worthy experience.

You can also create referral-worthy experiences by offering something truly unique. But here’s the thing, if you aren’t offering a “soft experience” like customer service, or dependability, your product had BETTER BE beyond outstanding. Great products can generate referrals, but not if the rest of the experience doesn’t support them.

Solve problems — even those you didn’t create. Most things these days are interconnected and complicated. Customers will have problems, and the company or team member that steps up to solve the problem and make a dent in the problem is going to win rave reviews. Be proactive, if you think something might be a problem — address it, prepare the customer. They will appreciate it and refer your business.

Finally, look for areas where you can add unexpected value for your customers. My one piece of advice is to focus in a specific area.

When you nail these aspects, you create an experience so positive that clients naturally want to share it with others.

Create Your Own Referral Networking Group

OK, so if you don’t want to ask for referrals, you can create your own referral networking group. This doesn’t have to be super formal, it’s just a group of your colleagues and friends who are are part of a professional network, who enjoy building relationships, and have access to potential clients.

Now, there are referral organizations out there (like BNI)

But you can create your own informal group that meets online and spans the country or the globe. The most important thing is that your group can refer and recommend clients to each other.

Here’s How to Ask for Business Referrals

1. Pick the “Happiest” Moment in the Customer Experience

Knowing when to ask for referrals is just as important as knowing how to ask for referrals.

The best time for you to ask for a referral and the most convenient time for the customer is the exact moment when when your client is at their happiest – usually right after you’ve delivered exceptional results or solved a significant problem for them.

For example, if you’re a real estate marketing agency, the ideal moment might be after you’ve helped a client close a big deal or significantly increased their lead generation. Their success is your success, and they’re more likely to sing your praises when the benefits of your work are fresh in their minds. This is also an opportune time to consider offering an incentive offer for the referral.

2. Make It Part of Your Process

If you’re struggling with how to ask for referrals, why not just make it part of your process.

Incorporate referral requests into your standard workflow. This could be as simple as adding a line to your invoices or including a referral request in your post-project wrap-up emails.

When you integrate asking for referrals into your standard operating procedures, you remove the awkwardness and ensure you’re consistently seeking new opportunities at every step. This will encourage referrals more naturally over time.

How to Get Referrals

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Stop treating referrals like a happy accident. This business by referral system will help you generate a steady stream of new customers without pushy sales tactics.

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3. Leverage Social Proof

People are more likely to refer you if they see others doing the same.

Research shows that the average Facebook user has over 200 friends. Harness this network effect by showcasing testimonials and case studies on your website and social media platforms such as a LinkedIn profile.

When satisfied clients see others sharing their positive experiences, they’re more likely to join in. Seeing a winning referral from another customer can help sway those that are on the fence.

4. Create a Referral Program

A structured referral program can incentivize your clients to actively seek out referral opportunities.

How to Get Referrals

$47

Stop treating referrals like a happy accident. This business by referral system will help you generate a steady stream of new customers without pushy sales tactics.

Buy Now

We earn a commission if you make a purchase, at no additional cost to you.

Consider offering rewards such as discounts on future services, cash bonuses, or exclusive perks. Here’s a simple framework you can use:

Remember to make the program easy to understand and participate in. The simpler it is, the more likely your clients are to engage.

5. Use the “Reciprocity Principle”

If you want to receive referrals, you’ve got to give referrals. This is reciprocity.

The principle of reciprocity, as described by psychologist Robert Cialdini, suggests that people are more likely to do something for you if you’ve done something for them first. Apply this to your referral strategy by offering value before asking for a referral.

The most obvious thing you can do is GIVE referrals to the businesses you love and appreciate.

For example, when you’ve had a great experience at a business or if a business you love is offering something special, insert a referral link to a social post and encourage your community to purchase from them.

For instance, you could:

• Share a valuable industry report.
• Offer a free consultation or service upgrade.
• Connect them with a useful contact in your network.

By providing unexpected value, you create a sense of indebtedness that makes clients more inclined to reciprocate with a referral. They may even feel inclined to share names right away.

6. Make Customer Referrals Easy

The easier you make it for clients to refer you, the more likely they are to do so.

Create referral templates or scripts that clients can easily customize and share. For example:

You can pre-write a referral letter that they can use. Like this one:

“I recently worked with [Your Name] from [Your Company] on [specific project], and the results were fantastic. They [specific benefit achieved]. If you’re looking for help with [your service area], I highly recommend reaching out to them at [your contact info].”

Provide this referral template in an email that clients can forward or as a social media post they can share with a click. Make it as easy as possible for them to send referrals.

7. Make it Personal

While templates are useful, personalization can significantly increase the effectiveness of your referral requests. When asking for referrals, reference specific work you’ve done together or results you’ve achieved.

This shows that you value the relationship and aren’t just making a generic ask. It can make your existing clients feel like they have a good relationship with you and make them more inclined to provide referrals.

The best way to do this is to add a “referral conversation” or a client debrief to your standard process. Have a meeting with your customer, ask them what they appreciated the most, ask them how working with you has improved their business and their life.

This is the ideal time to grab a testimonial (a video testimonial would be amazing) or a Google Review.

At the end of this conversation, simply ask them “Who else do you think might get the same kinds of results that you’ve gotten?”

8. Follow Up and Say Thank You

Always follow up on referral requests and express gratitude, whether or not they result in new business.

A simple thank-you note or small gift can go a long way in reinforcing positive relationships and encouraging future referrals.

Showing appreciation is key to a great working relationship.

How to Get Over Your Fear of Asking for Referrals

Many professionals feel uncomfortable asking for referrals, fearing they might come across as pushy or desperate. Here’s how to overcome this hesitation:

• Remember that most satisfied clients are happy to help but may not think to do so unless asked.
• Frame the request as a way to help others who might benefit from your services.
• Practice your referral request script to build confidence.
• Start with your most satisfied clients to build momentum.

How to Measure the Success of Your Referral Program

To refine your referral strategy over time, it’s important to track its effectiveness. Set up a system to monitor:

• Number of referral requests made.
• Number of referrals received.
• Conversion rate of referral leads.
• Value of business generated from referrals.

Use this data to identify what’s working and what needs improvement in your referral process. By measuring your results, you’ll see how much more your business grows by asking how to ask for referrals the right way.

FAQs about how to ask for referrals

What’s a good template for referral emails?

The best thing you can do to make it easy to ask customers for referrals is to create a series of email or DM templates that your customers can send or share with people they know who will also appreciate working with you.

How to ask past clients for referrals

Easy! Start by thanking them for being so much fun to work with. Then casually ask if they know anyone who could use your services. Sweeten the deal and offer incentives—like a discount or a coffee gift card (because who can say no to caffeine?). Everyone wins, and you get more clients without feeling like you’re asking for a kidney. BOOM!

How to ask friends for referrals

Keep it casual! Mention you’re looking to help more people and ask if they know anyone who could benefit from your services (mutual connections, anyone?). No need to make it awkward—just a friendly “Hey, know anyone who might need what I do?” works wonders. Plus, if they help, you definitely owe them coffee or at least eternal friendship points!

How to ask for referrals in an email

Craft a short and sweet referral email that doesn’t sound like a robot wrote it. Start with a friendly greeting, thank them for their business, then slide in a line about how you’d love to help more people like them. Bonus points if you include an easy-to-copy-and-paste email template they can forward. Think: zero effort for them, maximum referrals for you.

How do you politely ask for referrals?

To politely ask for referrals, be direct but not pushy. Express gratitude for your client’s business, highlight the value you’ve provided, and then ask if they know anyone who might benefit from similar services. Always give them an easy out if they’re not comfortable making a referral.

I’m a real estate agent, how can I make requesting referrals a part of my process?

How do I write an email asking for referrals?

When writing an email asking for referrals, keep it concise and personal. Start by thanking the client for their business, remind them of the specific results you’ve achieved together, and then make a clear, straightforward request for a referral. Provide an easy way for them to make the referral, such as a template they can use or a link to your referral program.

What is the best script for asking for referrals?

A good referral script might go like this: “I’m so glad we were able to [achieve specific result] for you. We’re always looking to help more businesses like yours. Do you know anyone else who might benefit from our services? If so, I’d be grateful for an introduction.” Remember to adapt this to your specific situation and relationship with the client.

What is the best way to get referrals?

The best way to get referrals is to consistently deliver exceptional value to your clients, build strong relationships, and make asking for referrals a natural part of your business process. Combine this with a well-structured referral program, timely follow-ups, and genuine appreciation for any referrals received.

Conclusion

Learning how to ask for referrals effectively can transform your business growth trajectory. By delivering exceptional value, timing your requests strategically, and making it easy for clients to refer you, you can tap into a powerful source of high-quality leads. Remember, the key to successful referral marketing is building genuine relationships and consistently exceeding expectations. Start implementing these strategies today, and watch your referral network – and your business – flourish.

Get ready to discover a whole new, low-tech, high-touch way to connect with your audience in a way that has them think that you’re living in their house!

In the end, you’ll come away with a combination of personalized messages, a personalized marketing strategy, and personalized promotion techniques, you can achieve successful personalized marketing.

What do customers want from personalized marketing?

The folks at Marketing Charts asked consumers what they valued most in terms of personalization and the answer was pretty clear — reminders and updates.

Just take a look at what else consumers said they wanted:

• Timely offers, discounts and recommendations on products I purchase
• Recognize me on my devices
• Recognize my preferences

Most of these things are NOT that technical and can actually be done with the technology you have today.

The What and the Why of Marketing Personalization

You know great personalization when you experience it. It’s when you go to the same restaurant or store and they know exactly what you want. It’s when you check into a hotel and somehow the staff knows who you are and why you are there.

It’s authentic. It’s natural. And it creates the most warm and fuzzy, loyalty building customer experience ever.

In the digital age, personalized marketing is like having a one-on-one conversation with each customer, at scale. But let’s face it, all those personalized messages that use your name in the subject line, or send you coupons on your birthday are nice — but they don’t leave you feeling like you’re special.

And the goal of any personalized marketing strategy is to create a strong bond between you and your customer that has them choose YOU, every time, regardless of price.

Marketing personalization isn’t just technology and strategy (although those are a big part), it involves using much more human personalization efforts that show your customers that you know them, get them, understand them and have solutions for them that get the job done.

Why Does It Matter?

Consumers are bombarded with generic marketing messages daily. Over 70% of shoppers ignore anything that doesn’t feel personally relevant. Personalized marketing allows you to deliver content that speaks directly to an individual’s needs and interests, creating a personalized experience that resonates with them.

Personalized marketing is also key to fostering strong customer relationships. Over 40% of consumers are more likely to become repeat customers if you tailor their experience. It shows you’re paying attention and care about what they need, not just making a sale.

If you need further proof, 65% of a company’s business comes from happy, returning customers. This proves that a little personalization in your marketing strategy, supported by effective customer relationship management, can make a huge difference in increasing customer loyalty and boosting revenue.

Beyond Names and Dates: Taking Personalisation to the Next Level

Calling someone by name is a good starting point, but true personalized marketing goes deeper. Emails featuring personalized subject lines are 50% more likely to be opened, indicating a shift from generic advertising to more tailored customer interactions. Let’s look at some often-overlooked areas where you can make a difference:

1. Customer Journey Mapping: It’s Not Just About the Destination

The first step in any marketing personalization is mapping out your customers’ journey so that you can get to the specific touchpoints where their search for a solution intersects your product or service.

This is called customer journey mapping and is an important aspect of creating a successful personalization strategy. Understanding your customers’ journeys helps you deliver the right message, in the right format, on the right platform, at the right time.

Then, gather data about your customer interactions to continue to refine and tweak your personalization tactics.

Here are a few ways that you can group or personalize your marketing:

• Association or affiliation group such as moms, dads, seniors, etc.
• Interests or activities such as hiking, cooking, etc.
• Geography
• Previous purchases; if you like that, then you’ll like this

The best and cheapest way to identify these types of personalizations is to do A/B testing.

Here’s how A/B testing works:

1. Create two versions: Develop an original version (A) and a modified version (B) of the element you want to test.
2. Split traffic: Randomly divide your audience into two groups, showing version A to one group and version B to the other.
3. Collect data: Measure user engagement and interactions with each version.
4. Analyze results: Use statistical analysis to determine which version performed better.
5. Implement changes: Apply the winning variation to improve your overall user experience and achieve your goals

With each A/B test you run, you can measure personalized marketing efforts, gather data you’ve collected, and continue to optimize your strategies.

2. Content That Clicks: You’re Not Writing a Novel, You’re Solving Problems

Let’s cut to the chase—when someone clicks on your content, it’s like they’re saying, “Tell me more!” (cue the dramatic pause). It’s the online equivalent of a customer leaning in, nodding their head, and grabbing their wallet. So, how do you get them to click? Spoiler alert: You’re not here to win a Pulitzer; you’re here to solve their problems.

Here’s the kicker: The average reader’s attention span is shorter than your morning coffee break—15 seconds, to be exact. That’s all the time you’ve got to convince them that your content isn’t just worth reading but worth their valuable time. (No pressure, right?)

So, what do customers really want? They want juicy, bite-sized nuggets of information that hit the spot. And they want it NOW. Your content should feel like it was custom-made for them—because it was. This is where personalized marketing swoops in like a superhero (cape optional). By delivering emails and push notifications that speak directly to their needs, you’re making sure your message hits home.

Bottom line: Don’t waste time warming up the audience—jump straight into the action. Craft a killer subject line, drop in that link, and watch the clicks roll in. Your content should feel less like a novel and more like a cheat sheet to success. BOOM!

3. Harness the Power of AI: Your Personalization Sidekick

Artificial Intelligence (AI) might seem intimidating, but it can be a secret weapon in the world of personalized marketing.

Social media marketing (SMM) leverages AI to optimize strategies by utilizing data from social media platforms to personalize content for consumers.

AI can analyze customer data, predict their next move, personalize website experiences in real-time, and automate email campaigns. By using data analytics and AI, you can take your personalization efforts to a level that would be difficult to achieve manually.

The Challenges: Don’t Worry, You’ve Got This.

While a personalized marketing strategy is effective, research by two-thirds of marketing professionals show data-driven personalization is challenging to execute. Almost three-quarters of brands find it challenging to do right. So what are the challenges?

1. The Data Dilemma: Too Much of a Good Thing?

You have more information at your disposal than ever before. But this abundance of data is useless unless you can gather, organize, and glean actionable insights from it. You need the right marketing platform or customer relationship management software to collect data and perform data aggregation.

You must navigate privacy regulations and be mindful of what customers are comfortable sharing. Leveraging technology solutions can help you stay organized and compliant. Data collection should always be done with customer consent and transparency.

2. Striking a Balance: Personalized or Creepy?

Imagine visiting a website for the first time and looking at a pair of shoes, then leaving. A few minutes later, you’re bombarded with ads for those shoes. This feels intrusive, right?

Knowing where your customer is in the sales funnel and respecting their boundaries is essential. This brings us to another key aspect – retargeting. Retargeting is powerful when done strategically and subtly. A successful personalized marketing strategy is crucial in engaging consumers and driving purchases by tailoring experiences to individual preferences.

However, a staggering 94% of consumers disliked aggressive retargeted ads in 2017, emphasizing the need for delicate implementation to avoid creeping out consumers. Focus on adding value with retargeting — like showcasing related products they might have missed. Use data to personalize, but aim to enhance, not intrude upon, their experience.

Conclusion

Effective personalized marketing relies on a deep customer understanding and thoughtful execution. You can create more effective personalized marketing campaigns by focusing on sending personalized messages, email marketing, and mobile app notifications. Measuring personalized marketing efforts, such as A/B testing and monitoring personalized content, allows marketers to adjust strategies based on data-driven insights, ultimately improving customer experience and boosting ROI. If you can show customers you understand them through authentic connections, the rewards are substantial. Embrace technology, prioritize customer data security and transparency, and never stop experimenting to refine your approach and master the ever-evolving world of personalized marketing.

FAQs About Personalized Marketing

How can I start personalizing my marketing?

You don’t need complicated personalization marketing technology, instead lean into getting to know your potential customers. Start with their purchase history and start created a list of related products and services that would be a good complement to what they have already purchase. For that you’ll need to make sure that you have a good data collection system.

Create different customer segments based on where your customers are in their buying journey or their industry, or their interests. The key is to create smaller groups of customers who are similar and care about the same things so that you can create customized marketing strategies or send personalized emails that will connect and resonate with them.

What is meant by personalized marketing?

Personalized marketing, often called one-to-one marketing or individual marketing, goes beyond simple personalization. Rather than just using someone’s first name, it leverages data analysis and technology, including customer relationship management, to understand customer preferences, interests, behaviors, and purchase history to create a customized marketing strategy.

Personalized marketing is about crafting a unique experience tailored to their needs, enhancing engagement, and driving conversions. With personalized marketing, you can foster brand loyalty over time and create more meaningful, lasting customer relationships.

What is Personalized content marketing?

Personalized content marketing creates and distributes valuable, relevant content tailored to a specific audience’s interests. This could mean recommending blog articles based on past reading history, sending them exclusive content offers based on purchase behavior, or delivering dynamic email sequences that change based on brand interactions. Additionally, using personalized subject lines significantly enhances email open rates by making the content feel more customized for the individual recipient. A personalized shopping experience makes the customer want to return.

Conclusion

Customers are individuals with unique preferences, not just data points. Go beyond the basics, use data intelligently, and give them an experience worth remembering because that is what a personalized marketing strategy is all about. When you invest in providing personalized experiences to your customers, you’ll see the results in your bottom line.