To successfully advertise a product, you need an ad creative that reflects your potential users’ needs, problems or desires.
And I’m sure that part is clear.
But I bet you’re still struggling with creating ads that meet those criteria, right?
You try to guess what would make the audience tick.
What product features you should highlight in the copy.
And what use cases would make the ad super relevant to the target audience.
The good news is that the solution is quite simple:
You need to find out what your existing customers think about the product and use this insight when creating the ad.
Only by knowing whether your users enjoy the product, what actual problems it helps them overcome, and what functionality they find the most helpful, you’re able to:
- Write irresistible ad headlines targeting your prospects’ real needs and pain points
- Feature highly relevant examples in the ad copy
- And design a creative that speaks to your audiences’ deepest desires
But I’m sure you’re wondering:
“How the hell am I supposed to find it all out?”
Luckily for you, that’s exactly what I’m going to talk about in this post.
I’ll show you five ways to learn your customers’ attitude towards your product.
Ready? Then let’s get cracking…
Understanding Customer Attitudes
Every time a Facebook user sees your ad, their minds jump on overdrive.
Unfortunately, it’s not because of their excitement about it.
They simply look at their attitudes towards your product’s category, the brand and then, use this insight to make a decision about whether to click the ad or not.
But as it turns out; that’s exactly how we do it. We use what’s known as customer attitudes to form a behavioral intention towards a product.
In their book, “Consumer Behavior”, Engel, Blackwell, and Miniard define customer attitude as:
“A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object” (source)
In the context of marketing, that object is naturally a product or a service.
Attitudes comprise of three elements:
- Consumer beliefs,
- Feelings, and
- Behavioral intentions towards a product.
Beliefs are positive or negative impressions about a product or its category in general. For example, a person might believe that coffee is good (or hold the opposite belief), and it might affect their decision about buying a coffee maker.
Feelings or Affects might be based on beliefs (i.e. a person might feel repellent towards junk food due to the amount of fat it contains). However, we can also develop independent affects, or even ones that contradict our beliefs. For example, you might be in a strong opposition to cutting down Amazon forests, yet still, buy a Christmas tree every year.
Finally, the Behavioral Intention reflects what the customer plans to do in relation to the product or service they consider. Based on their beliefs and feelings towards it, they might decide to buy or not buy it.
Engel, Blackwell, and Miniard postulate the following relationship between those three elements:
How does this affect an advertising campaign?
Just think about it:
If your audience beliefs that what you sell is wrong (or isn’t helpful at all), it will affect their response to your ad.
Their attitude towards your brand or product might encourage or prevent them from clicking your ad either.
Therefore, to improve the effectiveness of your advertising efforts, you need to discover your audience’s REAL attitudes towards your product.
And here are five ways to find it out.
#1. Establish the NPS Score
I’m sure you’ll agree:
If someone’s happy with your product, they shouldn’t have any problems recommending it to someone else.
And that’s the premise behind the the NPS score.
Introduced by Bain & Company in 2003, the NPS format has become a widely adopted customer feedback method.
NPS surveys ask only one simple question:
“How likely are you to recommend [Product] to a friend or colleague?”
Here’s example of Groove’s NPS survey form.
Because of this simplicity, NPS surveys deliver above the average response rates. And due to its standardized method, they make it easy to compare your results with other companies in your industry.
NPS measures responses on a scale of 0 – 10, with responses categorized as follows:
Customers who answer 9-10 are called “Promoters”. These people love your product and are not only willing to continue being customers but also, will most likely recommend it to others.
Those who respond with 7 or 8 are “Passives”. They are satisfied customers but aren’t as devoted to your product as promoters. Because of that, they might be vulnerable to be swayed to a competition.
Finally, anyone who responds with 0 – 6 is a “Detractor”. These are unhappy customers, who either don’t see the value in your product or had a negative experience with it. They’re likely to spread negative opinion about it.
Your NPS is the percentage of promoters minus detractors.
How knowing the NPS score will help you create better ads?
Measuring NPS will help you establish customer satisfaction with your product and find out the general attitude towards it. This, in turn, will help you assess the likelihood of a success of any advertising campaign aiming to attract more users.
To put it simply:
If your product receives a low NPS score, it may make sense to hold off any advertising efforts until you improve the user experience.
A high NPS score might indicate that any new users you attract via advertising efforts will be likely to at least become Passives.
#2. Running Customer Surveys
Surveys offer a way to get into your users’ minds and find out what they think about your product…without having to actually talk to them.
They are convenient. Users can fill them in at their convenience.
And they rock if you aim to track changes in attitudes’ trends. Most survey platforms offer an option to review historic data, helping you to track and even forecast changes in customer attitudes.
Unfortunately, they also pose some challenges:
For one, many customers have negative attitudes towards them.
They’ve grown annoyed by constant survey requests, and choose to ignore or abandon surveys.
Many people avoid surveys for fear of losing their online anonymity.
They fear that any information they share might be used for marketing purposes.
As a result, online surveys often deliver poor response rates. For example, Chartbeat reports that, on average, companies see a 5 – 10% response rate.
How surveying customers will help you create better ads?
First of all, a well-designed survey might help you uncover the real problems your product solves for customers.
You could find out what functionality they enjoy the most, what options helped convince them to become paid customers, and what value they get from using it.
And then, use all this information to create an engaging ad creative.
#3. Interviewing Customers
Most brands interview customers before they release a product.
They use those conversations to validate the idea, product features, and find out their audience’s real pain points…
That’s what I did too before launching my startup.
But customer interviews could also help you establish what your users think about your product.
What’s more, they deliver a much better insight than surveys or other online feedback.
For one, you can build an actual rapport with the person you’re interviewing and get cues from their body language (after all, words constitute only 7% of our overall communication).
A real-time, face-to-face conversation gives you a chance to ask additional questions and dig deeper to unearth the person’s true attitudes.
The three types of interviews you could run:
A face-to-face meeting. As costly and time-consuming as this method is, it offers you the chance to gain the best insight into your users’ attitudes.
Phone interview. A relatively cheap and quick method but void of the ability to observe the body language.
Video call. A method that bridges a face-to-face meeting with a phone call. You talk at a distance but can see the person, build a personal rapport with them and get the full spectrum of communication, from words to the body language.
How surveying customers will help you create better ads?
Just like with surveys, you can discover the audience’s true needs, pain-points and learn what value they get from using your product.
But unlike surveys, interviews allow you to dig deeper and uncover the motifs behind a person’s decision to start using your product.
And let’s face it, that’s an invaluable insight when you’re trying to convince a stranger to do the same with a simple ad.
#4. In-App Feedback Forms
There are two ways you could use this method:
Use it to display or prompt users to fill an NPS Survey.
Or run a proper survey in-app to gauge your users’ impressions about the product.
Something to keep in mind, no matter which option you decide on, is that the in-app survey notification will most likely interrupt whatever the user’s been doing.
In turn, it might affect the survey’s responses.
One way to overcome it is by including a survey on a page, rather than as a notification that will pop up when the user’s in the middle of performing an action.
That’s what Kissmetrics is doing with the in-page feedback box:
How in-app forms will help you create better ads?
They offer a chance to get a quick, in-the-moment insight about the value a person gets from your product.
#5. Monitoring the Web
Back in the day, brand communication was so simple.
You would talk to your customers, and they would talk to you.
Today, however, this two-way conversation is long gone and forgotten.
These days, customers talk as much with you as they converse about you between themselves.
They comment about your product on social media.
Post online reviews.
And even vent off their frustration on sites like Quora.
And needless to say, their conversations are heard by countless onlookers.
But just as much as it poses challenges for marketers, it also offers an opportunity:
Getting a real-time, unbiased feedback about your product.
How monitoring the web will help you create better ads?
It delivers an unbiased feedback from the very audience you will be targeting with your ads.
You can approach designing an ad in two ways:
Guess what would convince someone to try your product
Use the insight from existing customers to create a highly relevant ad creative that targets their pain points and offers copy relevant to their needs and problems.
Guess which option I prefer…