Performance Marketing
We leverage paid media channels of Meta and Google to create integrated strategies that guarantee results despite changes in algorithms. Our strategy experts understand your customer journeys and develop customer centric campaigns to not just get a sale but also to make sure we are focusing on customer retention through automation.
Performance Marketing Step 1
Digital Assets
We all know the cost of designing a good website or an app, but do you know the cost of bad design?
Often, we put huge efforts to drive enormous traffic to a website only to realise that the CTA is not working or email automation is not set up for cart abandonment or the site speed is not checked before starting a campaign and there goes the entire budget down the drain.
Well, if you are going to fight a battle, make sure all arms and ammunition are ready before you reach the border to take over the enemy.
Performance Marketing Step 2
Roadmaps & Goals
Performance Marketing is data driven and nothing less than rocket engineering. Marketers often immediately start campaigns without a set goal or a process or even sometimes without knowing which metric they are targeting at different stages of the funnel.
This is precisely why we have developed a framework for identifying the areas of improvement which are measurable, realistic with given available resources and which can be achieved within a set time frame.
Performance Marketing Step 3
Target Market Definition
Don’t shoot your shit in the sky, it’s going to fall on your face.
Targeting a wrong customer is as good as designing a bad website. It’s only going to make you lose more money. The ideal way to define a target customer is to create multiple customer personas and test them continuously and optimise to get the best results. Customer personas will help you understand your customers better and also help you choose the best language of communication.
If you do not have enough current customer base to create personas, then we suggest you go into the market and do some offline research to understand customers and then come back to the drawing board.
Performance Marketing Step 4
Value Proposition
Never sell the product, sell the value or status that the product brings out as the outcome.
Brands at an initial stage always try to sell the features or specifications because they are so proud that they finally made it. But the truth is, customers don’t give a shit about the magnificent eco-friendly or eco-sensitive material you have used to manufacture a product. They just want to know if it’s going to solve a certain pain point or elevate their status socially.
Study ads of competitors and define your unique value proposition which aligns with your customers needs and wants.
Performance Marketing Step 5
Channels of Marketing
You have to show the ad to your customer where they already are. You can study the customer journey together with customer persona to understand where your target customer is searching or trying to discover you.
Some of the best channels are Google Display Ads, Facebook, Instagram, Snapchat, Youtube, Pinterest, Twitter, reddit and affiliates across the board. While google is a best option if your customer is unaware that you exist and fb or insta allows you to build your community at a very cheaper cost.
Performance Marketing Step 6
Budget and
Channel Alignment
Customers are everywhere, but that doesn’t mean you start running your ads on all channels. Every channel has a different personality and characteristics and their audiences and behaviour of audience totally differ. Certain age groups perform better on facebook and certain age groups perform better on instagram.
While the intent of buying is very high on google. So brands will have to understand this and measure the Cost of Acquisition for channels and align the budgets as per channels. There are certain channels which are very effective and in most cases give very cost effective results. Those are your low hanging fruits.
Performance Marketing Step 7
Copy that Connects
Every agency in the world knows that, copy can make and break a brand, leave alone an ad. Copy is the most underrated skill of this century. Now you don’t have to become a Chetan Bhagat to write the best copy.
Write the potential problems of the customer and the effect of those problems on their lives and then write the solutions for these problems and how your brand can solve it better. Make sure the copy is concise and appeals emotionally.
Performance Marketing Step 8
Optimise &
Compound Growth
We all put our best efforts to design strategies and write best ad copy and run ads to make the most of the available budgets and channels. But, it’s highly unlikely that everything will go as per the strategies planned. This is where the real performance marketing starts. Analyse data to identify the challenges and opportunities. Double your investments on channels which are giving best results and discard channels which are not performing.
Don’t forget to segment the data as per geographies, demographics and time slots to get the best results and keep optimising and experimenting new audiences with new ad copies.