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Nov 16, 2018

With only a few weeks left in 2018, every single eCommerce professional is busy creating sales pages and planning for the upcoming Black Friday and Cyber Monday sales events. I encourage you to take a break from your hard work and recharge by listening to this insightful episode of Marketing For eCommerce. We flashback to episode 22, where I walk you through the buyer persona identification process and explain why you need to be leveraging targeted sales pages.

You’ll hear about a case study I’ve done with HydroFlask bottles. No matter which type of buyer is consuming the product, the end result is the same - a bottle that keeps hot drinks hot and cold drinks cold. Throughout this episode, I use Hydro Flask bottles as a perfect example of the strengths and benefits of targeted sales pages. This 20-minute episode could change the way you approach business forever - be sure to listen!

You need to know who is buying your product and what benefit they’re seeking

Many different types of people may be seeking your product in search of a slightly varied result. For example, Hydro Flask may develop targeted marketing messages for 4 different types of buyers: bodybuilders, biohackers, campers, and blue-collar workers. Bodybuilders may want to stay hyper-hydrated, biohackers need to stay focused on staying hydrated, campers look for durable, reliable gear, and blue-collar workers want a product that will keep beverages at temperature for long days on a job site. By understanding these types of categories for your product, you’ll be better equipped for developing your targeted sales pages.

Creative marketing messages are essential for each category of interested buyers

In the early days of marketing, companies used to be able to develop one generic marketing message and distribute it to the masses. However, those days are over and eCommerce professionals now must develop creative messages for each category of potential buyers. The message and product benefits you portray would vary slightly for each type of buyer. Refining these messages may take time, but the investment will be well worth it.

Use this strategy to develop specifically targeted sales pages

I walk you through the process for developing these targeted sales pages all on this episode of Marketing For eCommerce. The first step is to aggregate your insights from Facebook and determine your main categories of potential buyers. Then, create a generic sales page template. For each buyer category, simply copy and paste the template and fill it with customized content, images, offers, etc. It may sound simple and too good to be true, but it works! Be sure to listen to this episode for the full story.

You can’t afford to not implement this strategy in your eCommerce business

Creating targeted sales pages is more challenging than simply sending out a blanket marketing email or social post. But you can’t afford to NOT implement this strategy in your eCommerce business. I have seen massive increases in engagement rates and click rates after utilizing these sales pages, and it’s because every buyer feels like you’re speaking directly to them. If you make a buyer feel like you’re doing work specifically for them and them alone, you’ll quickly develop raving, lifelong customers.

Outline of This Episode

  • [0:20] Set yourself up for a strong Q4 finish by giving this episode your full attention
  • [4:12] You need to know who is buying your product and what benefit they’re seeking
  • [9:47] Targeted sales pages as viewed through an example with Hydro Flask bottles
  • [13:54] Marketing for your main target groups through sales pages
  • [16:30] Here’s how you can create these targeted sales pages, and why they’re essential

Resources & People Mentioned

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