You need a marketing strategy if you are struggling with the product, service sales, or with the acquiring of participation in an initiative. For your plan to go well you need to first understand the possible objection points a consumer or participant might have. The list can go on and on.

Price too high

Consumers surf the internet looking for the best possible price. Chances are your business is not the first business the consumer has looked at and it may not be the last. When a consumer feels your price is too high they are either comparing this to another business offering similar services or they are looking solely at what they can afford to spend. In some cases, the consumer may be expecting a discount and when a discount is not offered or available it is then your price is considered to be too high.

Strategic Approach:
There are a few best practice approaches to addressing price point objections and not actually lower the price:

• Highlight the benefits that justify the better price point
• Offer incentives such as money-back guarantees or extended warranties
• Provide price tiers. This allows the customer to scale down on services while still enjoying the major benefits of your product, service, or initiative.

Don’t have a need for your product or service

The audience you target in your campaigns ultimately will help improve the alignment relevancy between your prospect and your product, service, or initiative. If you don’t do your homework you will end up targeting the wrong audience. No matter how appealing your offer if the people you are targeting don’t need your product, service or have no interest in your initiative you will struggle to attract and convert them.

Strategic Approach:

Thoroughly research your audiences. Don’t be afraid to test multiple audiences with your campaigns:

• Use Audience Insight tools on ad platforms
• Leverage Look-A-Like audiences
• Do keyword research using Google

Your timing is off (too soon or too late in the journey of the buying experience).

Timing is everything. Most databases you leverage to target your audience lack the insightful information to predict if your ad is reaching your audience too early or too late in their buying journey. If your ad is delivered too soon in the consumer's journey hesitation to purchase or engage will occur. And if the ad arrives too late in the consumer will otherwise be pre-committed to purchasing or engaging with someone or something else.

Strategic Approach:

There is a possibility that the consumer may respond better to a remarketing campaign. Tactics that include the following will help build a strong retargeting campaign:

• Use video content in your ads to help gauge interest and retarget people through viewing metrics.
• Setup retargeting audience for web site visitors
• Offer a wishlist, rainchecks, or waitlist.

Not familiar with your product, service or business (unfamiliar with)

Some people are just not interested in or comfortable with buying or affiliating with businesses or people they don’t know. How do they ever buy or do anything, right? And if you think the best-looking ad, most clever copy, or award-winning presentation is all you need to convert them you’d be wrong. To become familiar with it takes time or you are going to need someone to vouch for you.

Strategic Approach:

If time was on our side and money was endless we could properly nurture each prospect into becoming the best consumer for our business. This may help shorten the nurturing curve:

• Use customer testimonials. People tend to want to hear from other people to help strengthen trust.
• Plan a remarketing or drip campaign that takes the person through a journey about your story.
• Use polls and surveys to create engagement prior to purchasing

Price too low (leaving concerns of sub-standard product or service)

If pricing products and services too high weren’t enough of a challenge, pricing too low can make a customer feel as if something is not right. Knowing your market will help reduce cost concerns but it may just be that your margins are better than your competitors due to smart working or lower profit expectations.

Strategic Approach:

No need to increase your prices. If you are able to deliver a quality product and service at a lower price be proud and shout it loud:

• Highlight the savings compared to competitors
• Increase the list price and provide / offer an instant discount (which is the regular price)
• Highlight factors that make your product or service more affordable or competitive.

Fear of being ripped off, fear of better offer, dissatisfied or fear of being stalked around the internet

Nobody likes to be short-changed. The old saying, “You get what you pay for”, often gets in the way of your prospective consumer making their purchase decision. And sometimes, when your product or service being offered is free, and the consumer still won't be engaged, that’s because the providing of their personal information comes with a price as well. No one likes to be stalked or bombarded with tons of emails they don’t want. The fear of excess spam (FOES) is real.

Strategic Approach:

To overcome the FOES, FOBO, and FOBRO factors you need to focus your ad copy on the FOMO factor (Fear of Missing Out):

• Limited time offers often to get the consumer to bring their guard down and engage faster.
• Options to opt-out of receiving more than 1 – 2 communications. Don’t forget if you promise to only use the consumer email for a single translation purpose keep that promise.
• Offer some type of guarantee or commitment statement in your ad copy and landing pages.

Annoyed by brand or similar brands

It would be a perfect world scenario if your offer, product, or service was truly unique. Chances are if you are using digital marketing channels to target your audience you are not the only one doing so. There is a strong chance that your prospective customers are being overwhelmed by ads pitching similar products and services. As a result, your chances are being stressed by too much of the same content.

Strategic Approach:

To be different, you have to think differently. Being the best is more important than being first:

• Trendsetters often lead the pack. Keep your content fresh, reliable, and clever.
• Place frequency caps on your marketing campaigns. Too much of a good thing is not good at all.
• Tell a story instead of sell a story. Be a storyteller and start telling, and watch how fast your products start selling.

Sensitive topic (too personal)

Let’s face it, some products may be of a sensitive topic and nature. If your product, service, or initiative addresses a subject matter that is of a more personal nature this may slow your conversion process. This does not mean these types of products and services won’t work.

Strategic Approach:

Private, sensitive, or personal as your product, service, or initiative maybe you need to consider ensuring that the delivery of your messaging and ads are equally discrete:

• Consider scheduling your ads to run at later hours when a person is more likely to be couched alone or in the comfort of their own home.
• Use a closed caption when your content contains voiceovers (people speaking).
• Minimize sensitive or explicit images, language, and annoying sounds or loud music.

Already Purchased (converted) -preaching to the choir)

If your ads are being delivered to people that have already taken advantage of your special deal or offer the chances of them converting again is low. This challenge somewhat aligns with the “too soon” challenge. And if a consumer just purchased your product or recently completed registration and your campaigns are still serving them content this is a challenge.

Strategic Approach:

Most digital advertising networks offer custom audiences. Often at times, you can exclude your recent purchasers and registrants from your campaigns :

• Narrow your audience targets by excluding people that have already converted
• Apply frequency caps on your audiences to limit messaging fatigue
• Encourage, in your ad copy, viewers to share their most recent purchases with their friends. You do this in the post-sales messaging not in the ad. This way if they see the ad again they will be more likely to share it.

ROI is not feasible

No one likes to waste or lose money. Knowing the return on investment model of your prospective customer is important. Not knowing the ROI factor causes pricing alignment issues and often can lead to customer dissatisfaction.

Strategic Approach:
Know what success smells like for your customer. If they are on the losing end of the deal you will also be amongst the losing soon :

• Identify the key performance indicators (KPI) for business services and products. How does the customer know that they are satisfied?
• Do the math for the customer/prospect upfront. Spell it out in your ad copy.
• Use lifetime value (LTV) assumptions and formulas to illustrate the true value of the investment and return. Often at times, customers don’t look at the big picture.

Lack of Incentives

Motivating people is an essential part of any digital marketing strategy. If your ad lacks incentives then your struggles will begin and end all at the same time. Your ad won’t pique the interest of your audience if the messaging lacks incentives for the consumer.

Strategic Approach:
Motivate action. Easier said than often done, right? :

• Again, limited time and exclusive offers tend to create the right motivation.
• Bonus deals. Sweeten the offer. Use retargeting audiences to narrow these types of offers. This will help tailor the ad copy to a unique audience member.
• Commit to certain guarantees when possible.

Conclusion of the why people don't buy after seeing your marketing ads

By now you should have a clear understanding of a variety of objections and obstacles your ad campaigns may face. Knowing these obstacles is half the battle and a really good start. The crafting of copy, digital media and monitoring and optimization of campaigns is a full-time job. The other half of the battle is getting help. Allowing a team that is skilled in digital marketing campaigns to assist you will push you over the top. Consider booking a free consultation appointment today. We have 5 unique digital marketing products/services to assist you in your marketing efforts. Get started today.

It’s a good idea to delegate such tasks to a company that specializes in online presence management (hint hint - us). Only a company that specializes in digital and content marketing will present your brand personality with consistency and authenticity for different digital marketing channels.

Let’s get started today. We have put together a simple strategic marketing planning worksheet. Complete this worksheet, we will review it and get you started on the journey of building a marketing strategy for your entire business or next campaign.

If you need help getting started, need it be budgeting, planning or even managing your digital marketing campaign from start to finish. Please schedule a focus-chat marketing planning Zoom session with our senior digital marketing advisor.

Products Related to this blog post

[products columns="2" orderby="title" order="" ids="3969, 3976"]