Is there something customer care cannot do?
Here at Onepilot, we believe that customer care can help brands grow in many - any? - ways. And just to test our theory, we met with Coudac, the French startup that crafted a unique approach to Facebook, Instagram & Tiktok advertising that combines high-performance creative production with advanced media buying methods, and talked about how customer care can help you drive your acquisition up the roof.
As a result, we were super happy to be proven right: customer care and acquisition can, and actually should, go hand in hand.
Today, we will talk about how customer care can help you craft the best-selling wordings for your ads. Let’s go.
A few months ago, Coudac had been approached by a company to help them craft their Facebook ads. For the sake of simplicity, we will say that this company sold gluten-free flours, and was called Flowersflours.
So, Coudac rolled up their proverbial sleeves and started crafting their ads. But as time went by, they quickly realized that the performance was not up to their standards. Really not. Their CTR and CPC*, in their own words, “sucked”, and they felt like their ads were just a bore for potential customers.
Undeterred, Coudac decided to work on providing better design.
It didn’t work.
They changed it again.
And it still didn’t work.
*CTR, aka Click-Through Rate, is the number of clicks divided by the number of impressions.
CPC, aka cost per click, is the cost of advertising divided by the number of clicks.
A few weeks in, an idea came: if the design was not the problem, then the wording was. And the best way to create perfect wording would be for them to understand how Flowersflours’ customers spoke about their products; why they loved them; how they used them.
Pretty quickly, a plan was hatched: thousands of emails were sent to Flowersflours’ customers, leading to a simple questionnaire asking them a few questions such as:
“What was it that attracted you to buy Flowersflours’ flours?”
“What made you decide to buy Flowersflours’ flours?” or
“How would you describe Flowersflours’ flours?”
The idea here was not to get any type of quantitative data but to understand precisely first the decision and reflection patterns, but then, mostly, the semantics of the end-users.
After receiving more than fifty replies, they had what they needed to really understand the way Flowersflours’ customers thought about their products, how they used them, but mostly, how they spoke about them.
The next day, new campaigns were launched with brand-new wordings, and all of a sudden, every single one of them started over-performing: Coudac's CPA has fallen by 27% month-on-month.
You probably guess where we’re going with this: yep, instead of sending out thousands of emails to your customers, why not use your customer service to help you with understanding your customers and their semantics, and therefore craft the best ads?
Let’s for instance, think about your pre-sales conversations: ever since the pandemic, a huge shift in reasons for queries in customer service has happened. Pre-purchase and during-purchase queries now represent more than 70% of all reasons for queries. This comes from the fact that a whole new demographic started buying on the internet, and these cohorts, not being used to e-shopping, are full of questions and doubts.
And this can be a wonderful tool for your acquisition and marketing teams. Because you now have access to all of the questions that your customers might be asking themselves about your brand and your products.
In the case of - sadly fictional - Flowersflours, using these conversations can lead to knowing exactly what customers are looking for, and crafting great campaigns from it.
If most of their prospective customers are asking about the caloric impact of coconut flour, Flowersflours should therefore craft campaigns highlighting the low-caloric impact of their flours, while if most leads are asking whether almond flour will also make them feel bloated, Flowersflours should use these very words.
The result: higher-performing ads, yes, but also a great way to find out which keywords to rank for on search engines.
As for post-purchase conversations, they are just as precious. Customers who have already bought from Flowersflours all have a reason for choosing to effectively buy from the company.
And you will be surprised at discovering that post-purchase conversations are a trove of information. Many customers, when faced with a problem, will usually start their messages by talking about what they were hoping for:
“I was really hoping to try banana-coconut bread because my son is now doing keto, but since the delivery is late, I now have to eat my too-ripe bananas. Very disappointed.”
From this single message, Flowersflours’ can decide to craft an ad with a recipe for banana-coconut bread, write an article about what to do with too-ripe bananas, position themselves on keto-friendly cakes, and understand that their customer is a mother of a person who is at least 15 years old and therefore will probably be more open to ads about baking for her family, than ads targeting athletes.
Imagine then, what you can do with the hundreds of messages you receive in a day?