Video, Facebook Ads

How To Find (And Overcome) Your Audience's Biggest Objections

Good marketing will address and overcome the main objections that your audience might have to buying from you. The first step, however, is knowing what those objections are. Watch for tips on how to do this!

Transcript:

Understanding the potential objections that your customers might have to purchasing from you or working with you is really helpful for crafting your messaging and your advertising so that you can create ads that overcome those objections up front and help to remove barriers for people buying from you and just increase conversion rates and make your ads more effective. So today I'm going to be sharing a few ways, a few tips that you can use for researching what those objections are and finding out more about your customers and how they perceive your products. The first tip I have for you is to survey your website visitors. So when people are on your website, you can add a really simple pop-up in the bottom of the page that just asks them a really simple question. What is preventing you from purchasing right now? And that question is really short and simple, but you might be surprised at the insights that you can get from it.

You could also email your customers, people who've already purchased from you, and ask them “What hesitations did you have prior to purchasing?” that can get you some interesting learnings as well. Another thing that you can look into is your reviews. Most of your reviews probably won't be super helpful for this, but every once in a while, you'll come across a nugget. Like, I wasn't sure about purchasing this product because of X, Y, and Z, but I'm really glad I did, or something like that that indicates their thought process and why they decided to purchase and what hesitations they maybe had before purchasing, and maybe they'll even include what helped them, what changed their mind about those hesitations, which can be helpful as well. You also don't have to limit this to your own reviews. You can go to your competitor's websites or Amazon and look at other similar products and see if you can get any insights that might apply to your products as well.

Lastly, you can look at comments on your ads. So as you're running, you're putting your product in front of many new eyes, and there are a lot of people that will be very open with you in the comments about how they feel about your product. And often they'll say negative things about it, or, you know, ask questions that can give you some insights into what hesitations that they might have. You just want to make sure that you're ignoring anyone who's just trolling, or who's obviously not your ideal audience and that you're looking for common themes that are consistent throughout, just to make sure that that feedback that you're collecting is quality.

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About Leah Mazur

Leah has worked in digital marketing for 9 years. She consults for clients on digital advertising and teaches marketing workshops across Canada.
  • Montreal, Canada
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