by Tamara R.
MarketingExperiments Blog never ceases to have interesting material. I couldn’t talk about everything they post, I’d spend all my time writing about what they write about. But, I would highly recommend RSS’ing their blog. Including their post for today – click here to read it.
I think the most fascinating thing about what Paul Cheney is talking about is that they found that a simple change meant the difference between quantity clicks vs. quality clicks.
What’s this mean?
Well, simply speaking, quantity clicks are just going for the largest number of clicks possible. Quality clicks are going for clicks that will actually convert, that will lead to sales, etc. And it’s not that quantity clicks don’t lead to sales as well, but quality clicks drive people that are more interested in what you have to offer. This is especially important if you are using PPC (pay-per-click) advertising.
This is also applicable to marketing: quantity marketing vs. quality marketing. So, does quality marketing matter?
Yes, Quality Marketing Matters.
The people at MarketingExperiments say it so much better. They’re talking about their click campaign, but it can be said the same for marketing in general:
“You need to attract the right clicks. The way we did this here was to use our design to more clearly express the value of the landing page offer. Though we weren’t paying for clicks, we still wanted to correctly tap into the proper motivations to increase the chance of improving our Research Partner’s KPI [key performance indicator] – credit card applications.
In this case, by making the qualifying transactions necessary to get the incentive more prominent, we grabbed the attention of more people who might be interested in a credit card, not just in a free gift.
…If you can more clearly express the value that is (and isn’t) inherent in your offer, you’ll likely get a lift. In the end, this is a key component of optimization – better expressing the true value of your offer.”
Quality marketing hones in on increasing conversion, so that the customers that do click on the ad, or read the email, or go the website, convert into a lead and into a sale. Essentially, quality marketing focuses on only reaching those that qualify for the actionable point. Quality marketing for a luxury car is not sending an advertising email to a college student that is soaking in school debt and living in the dorm rooms – it would be sending an advertising email to a retiree or someone living in an expensive house. Or, in another example, quality marketing would be marketing snow tires to people in the northern states – Texas would be a poor place to market snow tires.
So, Never Use Quantity Marketing Over Quality Marketing?
Well…It Depends on Your Goals.
This doesn’t necessarily mean that you never go for quantity marketing. Quantity marketing is one aspect of branding, in fact. If you’re a business and you branch into a new area, it could be hard to get anyone interested in changing their buying habits to find how out truly awesome your business is. Sometimes the mass marketing to every home and business in an area is necessary, regardless of their needs.
It ultimately depends on your goals (or what MarketingExperiments refers to as KPI). And, more important to remember, marketing is a balance (as Scot always reminds me). You need quantity marketing to “plant seeds” and you need quality marketing to “grow.”
Hope this helps. I may just start linking the MarketingExperiments Blog to RevBuilders’ blog. They’ve had some great posts on content writing (also called copywriting) as well, and more. Very good stuff. Maybe one of these days I’ll write a blog that’s entirely from my own brain. That’ll be a scary day….