The most frustrating part of marketing is constantly not getting the reaction you were hoping for when you launch your campaign. Every marketer has been there, and if they tell you they haven’t, they are lying to you. You spend so much time planning, designing, shooting photos, writing scripts for video, and coding landing pages to find out that nobody is clicking, buying, or signing up.
One concept that has always helped marketers is understanding expectations. What is the customer expecting as the final result of the campaign? Are we providing them enough information to make that final decision? What is the expectation marketers are aiming to be successful?
When you always start a new project, you need to understand the “Law of Expectations” right before starting any marketing. There are many different ways to define the “Law Of Expectation,” so we will apply this law to four kinds of various digital marketing tactics.
Pay Per Click Advertising
To succeed with pay-per-click advertising, you need to have a complete grasp of the “Law of Expectations” to make sure your end goal is met. This concept can be applied to all types of PPC marketing like Reddit ads, google ads, and Facebook ads.
What is your ad saying to the person? That’s the first question you need to answer when you start working on your campaign.
Does the photo or video convey a clear message to the user? Does the photo/video show what product does, what service you’re providing, and what value you will generate for the customer if they click the ad. This action is setting up the expectation for your target audience.
But this is where some marketers fail, and it’s the outcome of the click. They click the ad because your ad copy, photo, and video sparked something in the viewer to click on the ad, and then they are sent to a landing page that offers little or no information, and then we see the engagement rate of the landing page suffer.
Why? Because the customer expected something, and when they saw the landing page, they didn’t see anything built upon that experience they were expecting. You can’t just dump the traffic you’re generating to the front or inner page because it doesn’t fit your ad campaign.
You need to make sure the keywords, copy, imagery, and action communicate that if you click on this ad, this is what you’re going to get and that it will meet your expectations.
Email Marketing For Business / Ecommerce
Law of Expectation is really at the core of a good email marketing campaign. What is my email trying to say? What is my email trying to sell? What action do I want my audience to take? These are just some of the questions you should ask yourself even before clicking “Start Campaign” on your favorite email marketing program.
It’s also an issue about trust. If people click on your call to action and it’s not helpful toward your goal, it’s going to be harder to get that person to click again on that call-to-action because they will remember what problems they had with your last campaign.
Campaigns that don’t have a clear landing page are going to fail. Therefore, every email campaign should have a landing page to ensure that expectations are met, and you can measure the campaign’s success.
If your email is trying to sell specific hair brushes, for example, you need a landing page that sells just those hairbrushes alongside content that promotes the sale and benefits of the hairbrush. Again, making a clear outcome after the click will increase sales or conversions.
Avoid these problems by not linking to the home page, inner page without context, or anything else that doesn’t have to do with the email itself. Instead, make sure to use the identical copy, imagery, and call to action to ensure the connection between the campaign and landing page is consistent.
First impressions still apply to email marketing that’s why meeting the expectations is essential to email campaigns.
Search Engine Optimization
The law of expectation applies to search engine marketing in the same ways as other channels.
When creating pages you want to index, you need to find the keyword you want to focus on, make the content, and then write the meta description.
The meta description is where most of the problems occur when you deal with expectations. The meta description needs to be clear and concise about what the page offers and the topic it deals with. If you trick traffic into coming into your site with misleading information in your meta description, you’re going to experience low engagement rates and click-through rates.
Robot crawlers should also be treated the same way. Treat the robot crawler as a librarian and lay out your content so the robot crawler can decide on how to index the page. Make sure the meta description has the core keyword, your description has your core keyword, and the content has your core keyword to ensure a consistent pathway for the crawler to make the connection.
Improving the expectations of what the crawler will index can be done with schema microdata. For example, using schema microdata, you can lay out more details about the page, what company data is attached to the page, what pages are the same as, and what social media channels are associated with this page.
Schema alongside fundamentals of SEO is one of the most critical factors you can use to make sure the expectations of the crawler are met.
The expectation is always the goal of a successful customer journey. However, expanding your way of thinking beyond just the channel is the key to making your marketing campaign successful.
A complete experience is a key to making your campaign successful. You should ask the following questions to ensure you are not just focusing on the channel but focusing on the experience
- Does my ad clearly state what the expectation is being provided?
- Does my ad clearly illustrate the points of why they should click?
- Does my landing page promote the idea in the ad?
- Does my landing page give enough information for my traffic to make a choice?
- What can I do to fortify the expectations?
- Do I have a retargeting campaign in place to catch people who leave my landing page?
- What am I offering as an additional piece of content to promote my landing page?
Don’t Break The Law
Understanding the “Law Of Expectation” can make your campaigns more successful. Designing your elements to meet your customers’ expectations or even the google crawler is the key to unlocking success.
Make your goal on every project to ensure your customers’ expectations are satisfied when they view the ad, click, and view your landing page. That’s where you will find authentic success and achieve your goals.