Insight: Spinnakr discovers a traffic source that mentions your product alongside your competitors products.
This often comes in the from of an article addressing a problem or a consumer demand that positions your product (along with the products of your competitors) as a solution. In some cases this takes the form of a list of options, such as gift guides, where the intent of the article is just to provide suggestions. In other cases, the nature of the article will be to weigh the strengths and weaknesses of a group of products and provide a suggestion. Customers are likely to be in an evaluation phase of the buying cycle where they are researching and comparing options. Here's what you can do to get them to choose you:
Read the Article - Get extra intel to give yourself a competitive advantage
Reading the article gives you valuable information about how to target the customer. Identify why the user is looking at your product, what problem they are hoping to solve, what need they are hoping to fulfill. Take note of what is said about your product and what page the link leaads to. Use this information to build a profile for the type of person coming from this link.
Spinnakr Targeted Message - Adjust your pitch instantly
Now that you have some crucial information about the visitor you can craft a call to action to speak to their needs. The specific message will depend on the type of information you were able to get but here are some general best practices:
Be Specific - Consider the profile you created for these visitors and think about how you would sell to that specific person.
Consider the Buying Cycle - Is the customer ready to buy or are still evaluating? Don't jump the gun with a call to action to buy if the visitor may not be ready. Consider inviting the visitor to learn why you are the best options amongst your competitors. This will get the visitor further down your sales funnel and increase the chance that they convert.
Reinforce the ideas from the article - The way that the article portrayed your product convinced the user to click through to your website. Create a message that builds on those ideas because they are likely important buying factors.
Need some more ideas?
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