Logitech’s Jeremiah Andrick started his C3 presentation with the book that’s taught him the most about marketing: Aziz Ansari’s Modern Romance. That may seem like a surprising choice, but hear us out.
Online dating is great because it opens up the possibility of making a ton of connections at the same time. You have thousands of choices at your fingertips and picking one can be overwhelming. Studies even show that the more choices are offered, the less likely someone is going to make a decision.
Consumers are exactly the same way.
Just like there are tons of potential matches, there are also tons of potential products or ways to spend time. The problem is, as marketers, we forget that what we’re trying to do is connect an audience to our brand or product. And if you want to connect, you can’t do a one-size-fits-all marketing approach. You got to make it personal.
Know Your Audience, Get More Conversions
How likely are you going to respond to someone who texted this:
Than to someone who texted this:
The first message gives you the impression that you are just one in a million. It lacks any attempt for true connection. The second message at least offers the perception of connection by finding common ground and making you feel special – and if you’ve ever dated online, a perception of connection is all you really need.
The customer journey for online dating may not be as complicated as the customer journey for a product or a brand, but the point remains the same: knowing who your audience is actually means that you’re going to have a better conversion rate. Why? Because you’re going to have a more interesting way of interacting with the consumer that they’ll actually connect and respond to.
According to Jeremiah Andrick, head of Global Ecommerce for Logitech, we in the SEO industry have a tendency to lose focus on what really gets conversions.
“People don’t wake up in the morning thinking of what to buy. They wake up thinking about what matters to their lives. And our job is really about connecting the dots between what matters to them and what we sell.”
We tackle keywords, write a ton of content, and push out data, rather than figuring out first what makes people actually buy a product.
Give Your Audience a Reason to Respond
Conversion begins and ends with the consumer’s life and their journey.
If you’re currently not thinking about customer journeys today as a part of SEO, paid media, or any part of marketing, you’re missing out on an opportunity to connect with a consumer where they’re at, at any point of the buyer journey. And many products require multiple touches before a consumer is ready to purchase, no matter how expensive or how trivial. When we talk about the customer journey, we’re really talking about the customer’s life.
Ask questions. What does it take for consumer to buy? How many touch points does it take? Where are they going to interact with us? How are they going to interact with us? When they interact with us, how should we respond? What’s the audience size? Do they like puppies or cats?
Logitech used this practice when they decided to create Bluetooth speakers for the 18-24 demographic:
“When we define a product at Logitech, we want to be the kind of company that has thought through both who that product is for and then how we’re going to market that product to people, before we actually sit down and design it.”
What the 18-24 demographic looks for in a Bluetooth speaker: not too expensive, durable, and color options.
Logitech created UE Megaboom, a Bluetooth speaker that is waterproof, durable, can be used with iPhones, and is relatively cheaper than other speakers on the market. Additionally, Logitech thought about another target customer of these speakers that aren’t 18-24, and that’s the parents. They also wanted to appeal to the parent demographic, who would be more likely to purchase knowing that the speaker and their bank accounts wouldn’t easily break.
Eliminating Points of Friction For Your Customers
As marketers, we tend to make it really hard for someone to buy a product. For example, we’re pushy with our messaging:
We don’t nurture them down the funnel; we take ‘em straight to the end before they’re ready:
Or we’re just so enamored with our own content on our site we don’t really care about what the customer wants:
There are many points of friction to stop consumers from buying your product. Our job as marketers is to look for these elements of friction and find the reasons your consumer is not buying your product.
Once you’re done, build out your customer map. From there, start to piece together the content that meets those points along the journey, rather than content that needs to make a certain ranking. Ranking is a fluid metric but the customer is always the rule.
In the world of too many choices, the key is to make your brand both the only choice and the best choice: Mr. Right and Mr. Right Now.