Ever had the experience where some product just kept chasing you?
You check out a new lawnmower or a power drill and before you know it your Internet feed gets haunted for a week, showing you the same ads everywhere you click.
It’s called ‘retargeting’ and it’s a shame it’s being used in such a sloppy way. Because there's a way it works, and if you use it right you can get the best return on investment from your marketing euros.
So let me show you how to use this idea in a way that is not stalkerish or annoying:
This Slightly Fancy Term That Will Make You Money
Unless you sell something like a chocolate bar or chewing gums, your clients won't randomly decide to buy something 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 roughly the same process for most products or services:
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, isn't it? 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 will cost 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 enter the race too late.
Ideally you want to get to them in stage 3. They start to look for solutions and BOOM, you hit them.
The good news? If you’re do marketing right and follow our advice from this blog, there’s already a good chance that you find yourself on 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 considers to buy your product or service and you're the only supplier that's there to talk to them and answer any questions they have… you’d probably turn them into customers.
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.
Show them new information and content, something different. Maybe we record three, four, five videos, that highlight something crucial for your future client needs. Useful information that can actually help them.
And then retarget the same people that saw the ads before, to show them the new information, help them out long before money changes their 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 does he want from me?
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 carry moving boxes with him when he changes homes.
But there is something in your mind that tells you: ‘this person did something for us. If we get a chance to help him 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.
This trick is to help people by actually helping them.
Wild. I know.
But it works. And it makes selling your stuff 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 the most.
We’ll talk about this principle more in the future. For now, try and experiment retargeting and see how it works for you. Think about how you could implement this in your business.
Talk soon,
David
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.
Sounds good? Then fill out this form:https://www.dev-solutions-marketing.com/en/contact-4
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