When it comes to marketing, “Cookie cutter” is the last thing you want to hear.
“Marked by lackluster originality or distinction.”
It’s a fact you have heard before: Relevant, original content is the only way to grab your audience’s attention. It’s all about hitting one customer with a latte ad, before they realize that it’s already noon, and they are exhausted. And another with a cold-brew promotion, because it’s hot in their area. While these tailored experiences once seemed serendipitous–they’re now expected by your customers.
But what about the fine print? Inexpensive time? Do you have a large marketing team? Six departments? Let’s face it, small businesses don’t have enough resources to tailor their content for every prospect.
What if we said we know someone who has proven to deliver results . It’s earned him heaps of viable advertising campaigns and more than 120,000 leads.
It’s easy to do. Keep reading for the 3-step guide. Smart Traffic will create a blank landing page and you’ll need your marketing knowledge.
A Mission to End Cookie-Cutter Marketing
So… who’s “this guy?”
Christian Krohn founded Patient Clicks, which is a marketing agency serving independent paramedical clinics. It offers physiotherapy, massage therapy and chiropractic care. Over 20 years of experience in the industry, he has owned clinics and managed the marketing department at a national chain.
He’s seen a problem in his many years of experience in the business: cookie-cutter marketing has overtaken this industry. It’s difficult to attract new patients because all websites, landing pages, and ads look the same. He explains:
Bob’s physiotherapy does a thing. Susan’s then comes along and looks at what Bob does. Susan copies Bob. James then copies Susan. Then, before you know it everyone is doing the exact same thing. Christian Krohn (Unbounce Customer, Owner, PatientClicks)
This means that clinics had a great opportunity to create unique marketing materials. Patient Clicks was created in 2018 by Dr. John H. Smith. His mission was to eradicate cookie-cutter marketing.
Relevant Marketing Experiences Really Get Off
Christian’s marketing combines the best of both worlds. His clients get more leads and patients, and lowers their cost per acquisition. “That’s it,” he says. Our clients should pay as little as possible for a new patient.
Small business owners love the idea of growing their revenue and saving money. Some of his clients have seen hundreds and thousands in additional annual revenue. Relevant marketing goes beyond pleasing customers. It is becoming a major competitive advantage.
Wait, $300,000.+ in additional annual revenues! These aren’t just chump change people.
25 Clients, 300 Locations and 120,000+ Leads – How does he do it? !
Christian has to deliver relevant content to many visitors, as his clients have clinics in 300 different locations. It’s not as if he has the time or ability to create 300 landing pages per campaign manually.
He doesn’t. He uses landing page templates.
Flabbergasted? It was me too. It almost sounds like Christian is fighting cookie cutter marketing using cookie cutters.
He explained that they weren’t just any old templates. He designed his customized templates for these industries.
This would typically involve months of split testing, and a lot of advertising spend. He didn’t do it that way. He used Unbounce’s conversion Intelligence tool Smart Traffic.
The Secret Sauce for Smart Traffic
Smart Traffic, you say? What’s that?
Smart traffic is an AI-powered marketing tool which makes optimization possible for even the busiest marketers. It’s not surprising that Christian, who has a lot of campaigns in his arsenal, included Smart Traffic into his toolbox.
It works like this: It’s easy to create several landing pages and then let AI do its work. It will start to read your visitors’ attributes in as little as 50 visits and then send them to the most relevant variant.
More conversions = more relevant experiences It’s no wonder that users are seeing double-digit conversion rates.
Most marketers will use Smart Traffic only for its AI-powered traffic routing, which is great by us. But Christian goes one step further. He also uses Smart Traffic to perform variant tests . These tests give him insight into his audience’s preferences and he then uses those insights to create and modify his templates.
These templates are his base for all campaigns. This means that every version he publishes has been tested and proven to convert in these industries. It’s now just a matter to make these templates convert higher.
An AI Skeptic-Turned-Advocate
He had to make a leap in order to reach his goal. Christian calls Smart Traffic “a linchpin” in his PPC efforts, but he admits that he wasn’t an early adopter. It’s not hard to understand that marketing tools are popping up all over the place, making it difficult to distinguish the good from the bad.
He started cautiously. He activated Smart Traffic for half his campaigns, and then continued testing the remaining half manually. What was the verdict?
Smart Traffic exceeded our human testing abilities. It was superior at every level.
It’s almost like a clockwork. He creates several variants, turns Smart Traffic on, and then checks the results to learn how to improve his templates. They get better every day, and the campaigns’ performance improves in no time.
Smart Traffic gives us the tools we need to make sure our paid campaigns work. Unbounce has everything we need, and I wouldn’t think of leaving it. Unbounce is the best platform for me.
Are you curious to find out how it can help your campaigns? Get a 14-day free trial of our builder and start the Christian Method. (…Too much?)
Three steps to build relevant landing pages using smart traffic
It was worth it if you stayed for the final product. Christian’s guideline shows you how to create supercharged landing pages for your business.
1. You can create a few landing page variations
To create a landing page template that converts in your industry, you need to test it. You’ll need several variants to do this.
Variants do not need to be new landing pages, and they are often not. These variants are made to test and isolate an element. You can play with different elements:
- Action is required
- Formulation fields
- Hero images
Your industry and business will dictate what information you need to include on your landing pages. Paramedical services require that you include information such as insurance details, payment information, physician bios, a list with treatable conditions, testimonials, and payment information. After you have this all sorted, you can start to think about how you will present it. This is where testing comes in.
Consider taking a leaf from the book of Christian if this is your first time trying variants.
We will start with at least three different landing pages. They are visually different and have different messaging. Smart Traffic will then help us choose the winner. Once we have the winning page, we will create multiple variations. You can simply duplicate the page up to three times more, then modify one element at a given time, such as the headline. It is very micro-focused.
You could swap out hero photos, as Christian did in this case. He wanted to see if real photos from the clinic could perform better than stock images.
Although these small changes might seem insignificant, they add up to give you a better understanding of your target audience and what will get them to convert. No matter if you are a newbie digital marketer or an experienced CMO, one landing page is all you need to know why certain people convert.
Create the landing page. It can be duplicated. Make several variations. Make sure to publish them.
2. Smart Traffic: Turn on
Really, that’s it. All it takes is one click. It’s easy to set it and forget it.
Small businesses often put off optimization and testing because it takes too much time and resources. It’s possible to find a tool that will do all the work for you.
This is a major selling point for Smart Traffic according to Christian and his team. Smart Traffic handles the optimization and testing so you can focus your bandwidth on other areas of the business.
Manually tracking is more time-consuming and labor-intensive. Although we have been very busy, we know that Smart Traffic will find the correct variant for us. We will continue to show the correct variant until we are ready to go back to work and create new variants.
Smart Traffic will be turned on and you can relax and let AI do its work. You can even go ahead and do another task , your optimization strategy is now on autopilot.
Smart Traffic will start to work its magic once you see the Learning Status change to “Optimizing” in the dashboard.
This dashboard will show you how Smart Traffic affects your performance. You can also see conversions gained as well as the conversion lift. It’s quite satisfying to see all of it come together.
3. Use these insights to create a template
To test an element on your landing page, you created variants. Smart Traffic was turned on. Smart Traffic optimizes like no one’s business. What now?
You begin to take notes. Each test will reveal a nugget that will help you create a template that is relevant to your industry. Christian explains:
We continue to test and learn more about which variants perform better. As a result, we lock them in templates. When we receive new clients, we plug them right away. Although it may not be perfect, we have a solid foundation to work from and we then tweak the client’s profile instead of starting from scratch.
Have a look at the dashboard. What variants are doing well? Which ones perform well? Which ones are different?
Tip: Smart Traffic has a unique feature that will suggest deactivating any variants that aren’t performing well. What are you waiting for? You can increase your ROI by focusing your traffic on the most-performing variants.
Christian tested a call option for this campaign and it performed much better than expected.
He now includes click-to call options in all of his templates.
Smart Traffic makes testing much easier, even though it still takes some effort. Data doesn’t take long to arrive. This data can be analyzed without the need for expertise. All that can be left to AI.
You’ll be able to run a few tests before you can start building your template. This template will make sure that every variant you create in the future is relevant and powerful.
Officially, the bar has been raised. You will be able to convert more users, instead of converting visitors. Smart Traffic allows you to have your cake and eat it, too.
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