Ever had the experience where some product just keeps chasing you?
You check out a certain type of lawnmower or powerdrill and before you know it your Internet feed gets haunted for a full week, showing you the same ads everywhere you go.
It’s called ‘retargeting’ and it’s a shame that it’s used in such a sloppy way. Because not only is there a way to make this work, if you use it right it will give you some of the best return on investment on your marketing dollars.
Let me show you how to use this idea in a way that is not stalkerish or annoying:
This Slightly Fancy Term Will Make You Money
Unless you sell something like a chocolate bar or chewing gum, your clients don’t just randomly buy from you.
There’s always a lead up time. A period where your prospects weigh their options.
A fancy term for this is a ‘customer journey’. (I always thought that was a bit pretentious, but let’s just roll with it for now).
Why You Should Care About This ‘Customer Journey’ Stuff
Here’s the rough process for almost every product or service:
Prospect becomes aware of problem or need.
Prospect decides to do something about it.
Prospect looks up possible options and solutions.
Prospects picks an option and checks out different suppliers
Prospects buys from a supplier.
Pretty straightforward, right? So why would we even care about this stuff?
Because the sooner you can get in front of a prospect… the higher the chances of converting them into a customer and the less it costs you to make a sale. It’s win-win-win.
Think about it.
If you find them at stage 5 it mostly means they’re just price shopping. You’re entering the race late.
Ideally you want to get to them in stage 3. They start looking for solutions and BOOM, there you are.
The good news? If you’re doing marketing right and following the advice in this blog, there’s already a good chance thay they’re finding you in stage 3.
The bad news? The average attention span of a prospect is horrendous and the chances of them remembering you later on after they click away are dreadful.
So let’s fix that.
Solving The Attention Span Problem
If someone is thinking about buying your product or service and you’d be the only supplier that was able to talk to them any time they had any questions about it… you’d probably be able to turn them into a customer.
Retargeting lets you do almost exactly that. Especially if you use it strategically.
Instead of showing people the same picture and the same ad over and over and over again we’re going to do something else.
Instead, we’re going to show them new information and content they haven’t seen before. Maybe we record three, four, five videos, each highlighting something crucial that your future client needs to know. Useful info that actually helps them.
And then we retarget the people that saw our ads before, showing them new information, helping them out long before money changes hands.
Exploiting The Reciprocity Reflex (in a good way)
If someone helps you out without asking you something in return… what’s your first reaction? For most people two things pop up.
Why is this person helping me? What is he trying to get?
Makes total sense. But once you ascertain that he’s not about to ask you for something in return, something else kicks in.
This person did me a favor. I now ‘owe him’.
Doesn’t mean he can call you and ask you to bail him out of jail. Doesn’t mean you’re gonna schlepp around moving boxes with him when he changes homes.
But there is something in your mind that says: ‘this person did something for us. If we get a chance to help we should return the favor’.
Reciprocity is built in to our psyche. And we can use it (in a good way) when we do our marketing.
The trick is to help people by actually helping them.
Wild. I know.
But it works. And it makes selling so much easier.
Get this right and you won’t have to “hard close” anyone. By the time they talk to you they already think highly of you! Because you were there for them when they needed you most.
We’ll talk about this principle more in the future. For now, try and experiment with retargeting and see how it works out for you. Think about how you could implement this in your business.
Talk soon,
Altai
P.S. Curious about how I’d handle the retargeting part of your advertising? Do this:
Get in touch with our agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.
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