Internet Marketing Digital_marketing_for_dummies | Page 97

Source: https://www.freshbooks.com/pricing
FIGURE 4-8: Freshbooks anticipates the next logical intent of a visitor who needs to obtain pricing information.
How well an ascension offer performs depends on the relevance of the offer. Take
time to anticipate the next logical step in the customer journey and create offers that
are applicable to the piece of content they are currently consuming. For example,
asking a visitor to listen to a podcast episode (a top-of-funnel content type) would be
neither logical nor relevant from the Freshbooks pricing page in Figure 4-8. This
person is visiting the pricing page because she is interested in buying, and the smart
marketer anticipates that intent and makes the next logical offer — a free trial.
Segmenting your marketing with content
You won’t truly understand your audience and what people really want until they have
given you one of two things: their time or their money. They may answer survey questions
and make comments that they are interested in this or that, but until they have committed a
precious resource — time or money — you don’t know for sure what interests them. This
is good news for anyone creating content online, because when people spend time with
content, they are showing interest.
For example, imagine that you own a company that sells healthy and nutritious meals to
busy professionals, and you’ve been creating blog content about nourishing recipes. Your
content falls into three main categories of recipes: vegan, vegetarian, and gluten free. What
do you know about someone who visits a blog post about vegan recipes? Likewise for
someone visiting a blog post about vegetarian recipes. It’s pretty clear, right? These people
have “raised their hands” and told you that they are (or are interested in becoming) vegan
or vegetarian.
When people spend their valuable time consuming content, they are segmenting
themselves. They are telling you what interests them. And thanks to the magic of ad
retargeting, you can follow up with these prospects by using a relevant ascension offer
without having to acquire their contact information.
Retargeting is the process of advertising to people based on their prior behavior. For
example, you can configure retargeting ads so that they appear only to customers who
bought a particular product or visited (showed interest) a particular product page or blog
post. This approach allows you to show a very specific piece of content that is more likely
to resonate with the segmented audience. Turn to Chapter 10 for more information on ad
retargeting strategies.
Appearing everywhere your customer expects
Marketers who want to create perfect content need to publish where their customers are.
That means publishing content that meets prospects’ intent in any channel, and at every