How to Properly Use Pain Points in Advertising? | W3 Lab

How to Properly Use Pain Points in Advertising?

It is a common thing that marketers talk about Pain Points.

To make everything crystal clear, we’ll explain through examples of how marketers tackle some of the most common customer’s pain points.

We will give some advice on how to overcome all problems efficiently and devotedly, by being at the right time, in the right place.

pain points in advertising
What are your pain points? | Photo by Sebastian Herrmann on Unsplash

In this article, we will:

  • give definitions of every pain point
  • peek into the world of customer’s pain points
  • explain how your company can provide solutions

Before we list the examples, let’s give some definitions.

What are Pain Points?

A pain point represents a set of difficulties that your customers are encountering.

Simply said, a pain point is a problem they are experiencing. Of course, these problems can differ, just like those individuals.

Anyway, not all customers will be aware of the pain point they are encountering, and consequently, marketing will be difficult for them.

Your task is to help them recognize the problem and ensure that your service or product will bring the solution.

pain points - smiley faces - check box
What are pain points? | Image by athree23 from Pixabay

Pain points can be divided into several categories, varying in difficulty. The four main types are:

  • Financial: Your customer is spending an excessive amount of money on his current provider/solution/products and wants to spend less. Having the lowest price isn’t the best move. That means that sometimes spending more money now will save your customer later.
  • Productivity: Your customer is spending too much time on his current provider/solution/products and wants to spend his time more productively. Your task is to show them that your product will solve their issues.
  • Process: Your customer wants to upgrade internal processes, such as assigning leads to sales reps or nurturing lower-priority leads. Discovering customer’s pain points can significantly impact on their internal processes.
  • Support: Your customer isn’t getting the necessary support in delicate and risky situations during the journey or sales process. This allows support representatives to answer the questions that are not even asked and resolve customer’s concerns before they become a problem.

Classifying pain points this way helps you determine how to position your company or a product as a solution to your customer’s problems, and what requires to fully satisfy them.

For instance, if they are initially financial, you can emphasize the features of your product that will lower the monthly subscription plan, or highlight the increased ROI (return on investment) that your content customer has undergone after becoming a client.

Even though this type of classification can be a good starting point, it is not easy to identify the pain points.

Customers’ problems are rather complex and can represent a combination of several categories listed above.

That is the reason why you should concentrate on the bigger picture and present your company as a complete solution to not just one specific pain point, but as a trustworthy partner that will deal with the whole issue and keep the customer satisfied.

Pain Points in Advertising

The pain points in advertising are usually related to customers. To be exact, they are customers’ pain points that require something better, improved, faster, and more efficient.

Advertisers deal with these every day. Here we will mention one of the most common problems you are likely to encounter in advertising.

Problem: Your paid search ad isn’t appearing on page one of Google

It’s hard to reach the page one spot for profitable keywords. Luckily, there are a few things you can do if you want to change the current status.

Raise your bids

RAISE YOUR BIDS, because they are probably the fastest way to get your ads on page one of Google.

raise bids - ascending graph - arrow over coins - arrow pointing up
Raise your bids to get your ads on page 1 of Google. | source

Even though it can be expensive, it is good to know how much you have to pay so that a keyword appears on the first page.

By knowing the price, you can later determine is it worth targeting or you need to try something cheaper.

These numbers can be inaccurate. Nevertheless, accept them, rate them, and develop your bidding strategy consistently.

Upgrade your quality score

It is also very important to UPGRADE YOUR QUALITY SCORE.

If you upgrade everything that Google finds wrong with your ad, then there is a great chance that your Ad Rank will improve.

Many other factors can affect where your ad will be placed, and the quality score is one of them.

The better the quality score is, then the lower cost per conversion will be.

How to improve the quality score?

Take into consideration the following things:

  • Ad Relevance – does the ad deserve to appear on the first page when someone types for a specific keyword.
  • Expected Click-Through Rate (CTR) – how probable is that someone will choose to click on your ad when Google offers it for their typed keywords.
  • Post-click landing page Experience – does the given information matches with what the ad is offering, and in reverse.

Tell your story with costumers’ pain points

You would like to share your story, but you are not sure how.

ecommerce - two laptops - two hands - a paper bag and 100 dollar bill - exchange
Tell your story in customer’s pain points for a successful e-commerce. | Image by Mediamodifier from Pixabay

What are the methods to attract attention?

Start with what you should not do. Going into technical details of your products and service certainly is not a fruitful way.

Like everything else in life, you should have a story that readers can relate to.

In that case, the best move is to focus your story on the common pain points everyone can identify with.

They are those things that your customers hate and that you need to find a solution for.

Look at these examples to see what we are trying to say:

Amazon offers frustration-free packaging – You must have bought one of those gadgets that are packed in plastic shells that seem impossible to open, and you end up frustrated trying to do the best you can.

And here we go, the whole procedure starts – find the scissors, a knife, or anything else sharp enough to help you open the shell. This brag is a common pain point for customers.

That’s why Amazon found the necessary SOLUTION introduced with frustration-free packaging for some products.

ING offers a simplified home loan – this loan simplifies everything in terms of raising buyers’ awareness of what are they signing. The idea of this two-page document was to make contracts more approachable and friendlier. Successful of not, a common pain point got a lot of attention in the media.

The outcome: packages are easy to open and they are more acceptable to everyone.

The point is that you have to decide which pain points your products and services address and form a circle around it.

That will be the most successful way to draw journalists and readers’ attention.

Pain Points in Text Format

Even though it is one of the most important channels, mobile marketing is fairly new for most marketers.

mobile optimization - pain points in advertizing - get optimized for mobile - smartphone in hands
Get optimized for mobile. | Photo by freestocks on Unsplash

You are probably dealing with plenty of pain points if you’re not optimized for mobile yet.

Some are easy to overcome, while others can be quite tricky.

For example, Google has just fixed one of the biggest pain points in Mobile UX.

Multitasking is very challenging on mobile. Even a simple thing like texting the address of a bar to someone you’re meeting implies opening three tabs and numerous taps.

Google’s new iOS keyboard, Gboard, is offering a SOLUTION, by blending Google’s search services straight into every app’s text entry fields.

When you install Gboard, your first impression will be that it doesn’t differ from the default iOS keyboard.

The main distinction is that it adds a rainbow-colored Google search button to the left of the iOS autocorrect bar. That button is very impressive.

Click on it while texting and you can search your contacts, web links, images, restaurants and directions, even animated GIFs that can be pasted with just one tap.

The point is that you can use the Google keyboard as a sort of multi-tasking command center, instead of wasting your time on switching apps to find the info you need and paste it in.

Before Google, Microsoft tried something similar, and other keyboards like Reboard played an important role in solving mobile’s multitasking problem on iOS.

Gboard also isn’t perfect. It isn’t possible to log into your Google account through the keyboard, therefore, you can add an appointment to your Google Calendar or display Google Now’s contextual cards.

Pain Points in Image Format

With technological progress, image storage upgraded from floppy disks to CDs, and USB sticks in the 2010s.

pain points in photography - pain points in image format - photography equipment - camera - lenses - photography
What are the pain points in photography? | Photo by Jakob Owens on Unsplash

New technology has opened up new pain points and here they are:

  1. Security: There are vulnerable points in the chain of communication, created by the use of texting, emails, and fax machines which puts sensitive data at risk. To keep privacy, everything has to be protected with the right security measures.
  • Image Organization: In order not to lose or misplace photos and make spots that are misidentified on subsequent visits you should store and access images in a more subtle manner. It can be a 3D Body Map with clickable spots which take the user directly to previously taken images the most efficiently.
  • Interoperability: To function, systems must be interoperable to make way for an easier, accessible, and centralized solution.

Pain Points in Video Format

You don’t have to be in the advertising business to understand what influence the high-resolution video has on storage capacity.

Everyone with the latest iPhone models has probably encountered this problem.

The fact that you can shoot a 4K video on a small device is outstanding, but that digital file swallows up storage.

Just a minute of 4K video shot at 30 FPS takes up 375 MB.

That’s how things are with an iPhone.

Now, think about the professional camera, where a standard digital shot requires roughly 12 MB of storage per minute!

For one person this is too much to grasp, while for a company the headache extends.

pain points in advertising - high resolution videos - video camera
High-resolution videos create pain points in advertising. |Photo by Simone Impei on Unsplash

After close introspection of several leading firms in the media, marketing, and advertising industries, four pain points resulting from the use of high-resolution video have been identified.

1. Unpredictable Growth – Since just one project can demand TBs of capacity, it is almost impossible to predict the storage growth precisely.

When capacity grows this quickly and uncontrollably, companies don’t have the luxury to rely on expensive storage hardware.

2. Strained Bandwidth – If all the unstructured data has to be transferred within the corporate network from one location to another, it’s going to swallow up bandwidth.

The prices will grow, the users will complain about performance, and IT will have to take the consequences.

3. Fast Price Growth – The positive outcome of the new camera technology is the spectacular imagery, which puts smiles on clients’ faces. But, ADDITIONAL PIXELS MEAN MORE DATA. More unstructured data usually means higher prices.

These files have to be stored, protected, managed, and accessible at countless locations.

To solve this, many companies were relying on numerous solutions from numerous vendors. This was complicated and unmanageable, while the prices were increasing rapidly.

4. A Strategic Disconnect – When your business is booming, the last thing you want to do is seek APPROVAL for a massive storage capacity upgrade.

Unfortunately, traditional storage solutions imply that companies have to find their way to store, protect, and extend access to these video files at a reasonable cost.

IT is regarded as a source of the problem, while in reality the legacy vendors just passed on them the high-priced and ineffective storage solutions.

These problems won’t just go away. 4K video is almost a part of the past, 8K is out there now, while 16K is about to break.

More pixels mean more data, so file sizes will keep increasing.

Companies in the advertising, marketing, and media will need a suitable storage solution that matches with their greater business goals and allows their teams to be more creative and to get the best out of these files.

Conclusion:

Now that you know what the pain points are, your task is to figure out how to identify them.

Although most of your customers are encountering the same or similar problems, their root differs.

The key to the successful identification of pain points is research.

research - letters - scrabble
Identify pain points through research. | Photo by Nick Youngson CC BY-SA 3.0 Alpha Stock Images

By now, optimistically you have a bigger picture of what your customers are trying to do when they’re looking for companies or products like yours.

Even though many customers’ pain points are similar, that doesn’t mean that there is only one solution.

Luckily, nobody knows your customers’ needs as you do, so start with detailed research and help your customers to achieve them.

Leave a Reply

Your email address will not be published. Required fields are marked *