In sleep industry marketing, we rely on PPC for a quick response — “book an appointment now.” Content marketing is a slower process, as blogs, e-books, videos take time to gain momentum — building trust in your brand.
However, using these two marketing tools in tandem, you can use PPC to promote your content. This approach can fire-up your campaigns, pushing your brand ahead of the competition.
Building brand recognition and trust
Your PPC ads are created for a highly targeted demographic, sending “clickers” to an optimized landing page with sales copy, product photographs, FAQs, reviews, security badges, and other trust elements. Your goal is to get clicks on the add-to-cart button — all carefully designed to push the purchase — or the appointment.
Wait a minute! You haven’t focused on creating trust with visitors. They will only feel pressure to purchase. And in reviewing your results, you may feel the landing page was a failure if the visitor didn’t provide an email address or make an appointment.
You can make better use of those PPC ads. Link to sleep-relevant content so clickers feel at home, so they feel more trust for your brand. A recent survey found that 57% of consumers feel fully prepared to purchase from brands they trust. When the company is unfamiliar to them, they will review other pages on the site — trying to figure out if you’re legitimate.
If your sleep-focused blog is frequently updated with high-quality content, you will demonstrate credibility and build trust. Comments and social shares are indicators of social proof that also boost credibility and trust — all of which is necessary for conversions.
With a well-developed buyer persona, you can carefully target your sleep-focused content through a PPC campaign. This must include age, gender, geography, interests – data from previous patients. A tightly targeted PPC campaign can ensure your content is viewed by your best prospects.
Split-testing your PPC ad campaigns will also help you hone in on elements of sleep content marketing. You can test landing page elements — sales copy, images, placement of the add-to-cart button or email opt-in form, social proof, and value proposition.
Also, don’t forget to retarget. In e-commerce PPC campaigns, retargeting is often used to promote discount offers to people who have added a product to the cart — but didn’t finish the purchase — as the ad sends them back to the purchase page. A similar approach can be used in promoting sleep-focused content; your Facebook ad can promote a relevant blog post.
You can also retarget people who engaged with a particular blog post, using a PPC ad promoting a relevant content product.
Somnowell Marketing Can Help
Our team has helped many sleep industry businesses just like yours with PPC and content marketing campaigns. Our expert writers, designers and social media specialists can create and implement a PPC campaign that drives content and sales. The team will work with you to develop the plan, then create every element (with your approval) so that it reflects your brand, your unique selling points, your goals.
If your sleep-focused business could benefit from a well-developed PPC and content marketing plan, let’s talk.
