Retargeting for Business Success
On the one hand, it’s easy to get blown away by words and punchlines that promise better rankings for your site. After all “a saint that is not seen, is not worshiped” (Mexican proverb) . On the other hand, it’s hard to believe that many companies have not included retargeting as part of their Digital Marketing Strategy on this day and age.
Consultants will often “guarantee” a traffic increase. But, what happens when someone visits your site, and leaves without taking action? Our guess is that you’d rather have a smaller amount of visitors with a high conversion rate, than thousands of visitors each month that don’t convert into customers. Bottom line is: your website is a salesman that should work 24/7 to help you make money, so we have to ask:
Does your company have a retargeting strategy to ensure business success?
It’s hard to understand when Digital Marketing Agencies deliver reports that only talk about Market Segments focusing on demographics such as: “We speak to Females from 25 to 34, with college degrees, living in the Northeastern part of the country, with a certain lifestyle”, when their reports should be able to go down to a granular level. The amount of data that is available on this day and age, allows Marketers to have a one on one conversation with each unique user on your website. Why would you settle for a report that considers that a female in their mid twenty’s is on the same stage in life, has the same motivations, fears, goals, and dreams, as someone in their mid thirties?
A good Marketer understands that people look for and purchase the same product for different reasons. A great marketer not only collects, analyzes and interprets the data, but uses the information to craft a strategy that speaks directly to each individual and offers the right content at the right time, guiding them through a sales funnel that will ensure that he/she receives exactly what they need, in the most convenient way, at the very best price.
So, how can I achieve that you might ask?
We reference back to these points, and throughout the years we’ve been designing, implementing, and measuring our Digital Marketing Strategies, we’ve found that they serve as a solid starting point.
- Define your goals (We use the S.M.A.R.T. [Specific, Measurable, Attainable, Realistic, Time-frame] Methodology to help the team, stockholders and stakeholders clearly understand how and what we’re striving to achieve.)
- Assign a budget
- Build a website that is fully functional and useful
- Clearly define a Sales Funnel (We use the 4 Step AIDA [Awareness, Interest, Desire, Action])
- Design Sales Promotions according to each step of the Funnel
- Integrate your Social Media to your overall Marketing Strategy
- Create Landing Pages & Internal Linking
- Define your Key Performance Indicators (each stage requieres its own set)
We can’t stress enough the importance of investing enough time on each of the steps in order for you to have your blueprints. Furthermore, we’re extremely adamant that the webpage is both functional, and useful. This is where we find that most of the small to medium businesses struggle. Someone mentions to them that building a website is cheap, and they build a non HTML version, they don’t invest on Search Engine Optimizations, and fail to create content for humans. [We can audit your website, and let you know what needs to be improved, just fill out the contact form with the Subjetc “Website Audit”]
It is only with a fully functional HTML based website that effective Google Adwords (Search Engine Marketing) campaigns can take place, and it’s important to note that this is where the use of Landing Pages begins. This is also where you begin to identify people in the Sales Funnel, at the Awareness Stage. This is also where your retargeting for business success strategy begins. On each step of the process, one of two things can happen. Either they take an additional step, or they leave your page (bounce). Yes, it sounds silly, but it stops being so when you begin wondering how much potential business you’ve lost for unknown reasons. Bear with us for a second…
Imagine you’re selling beauty products, and you have 5 different items that constitute your offer. If we were in charge of this strategy, we’d create a blog post where we talk about one product per post, per landing page, and post it on selected social media channels. Each person that’d visit each landing page would be included on a pool where we’d label them as people that are aware of the offering. The objective here, besides reaching as many potential customers as possible, is to guide them to the next step which would be clicking on an internal link to learn more, to sign up, to watch a small video, etc. Naturally some people would take no further action, so those would be placed on a different custom audience where we can retarget for them to come back and keep learning about the product, be it by using infographics, freemiums, or other content that serves relevant.
Although in general terms each product serves a similar demographic (35-54), would you bet your marketing dollars that a 35 year old woman has the same “needs” as a 54? Would you spend the same amount of money on each, or do you think it’s best to interpret the data that you can gather from the information each user leaves (cookies) on your website? Our guess is that you’d rather go and segment according to their behavior / intent on your site (People Based Marketing).
Would you let them go to your competitor’s website without offering something that might motivate them to complete a transaction (convert)?
Retargeting can be executed in a number of ways, styles, and forms. The effectiveness of course depends on having a clear understanding that this is part of a Digital Marketing Strategy that uses a number of channels and different tools to be effective. Some examples are:
- Keyword retargeting: where you serve an ad based on what users are actively looking for (without them having visited your site before)
- Site retargeting: serve general ads to people that have visited your site (to maintain share of mind)
- Behavioral retargeting: serve ads with relevant sales promotions based on their actions on the site
- Contextual retargeting: serving ads with products and services that are complimentary to yours (think of the anti-aging products we’ve been using, and think of companies that sell mascaras, lipsticks, that could benefit with your offerings and viceversa)
- SEO/SEM retargeting: serving ads that are relevant to the keywords that people use to land on your site
These, can be run throughout millions of websites that belong to Google’s Display Network, and some on Facebook’s Audience Network, meaning you can place your offering on the most convenient way possible, reaching thousands of potential customers through a thoroughly crafted strategy. Take a look at the info-graph below to learn about the stats.
The beauty about retargeting is that you can cross-sell, up-sell, send free samples, discounts, etc. You can offer them whatever you can to complete the conversion, just keep one thing in mind: What you offer has to be done in order to help your customers become the very best versions of themselves. No company is in the business of selling a product / service / idea, we’re all in the business of uplifting, of making things better, of allowing others to achieve their dream, and that’s what in the end sets good companies from unforgettable companies.
We’d love to get a chance to talk with you about your Marketing needs, and if we can help you achieve your goals. Send us an email, or give us a call, and let’s talk about how Moma Consulting can help your brand achieve its Marketing Goals!