What is re-marketing?
Re-marketing is a vital key ingredient in creating successful marketing campaigns that give a good return on investment.
Re-marketing helps to move prospects along in their customer journey by giving you the ability to target previously engaged prospects with additional information.
The principle behind a re-marketing campaign is to spend less money converting prospects to customers at the expensive end of your sales funnel by qualifying them better earlier on.
This means less money is spent (and wasted) on lead generation and direct sales activities, where Cost Per Click is more expensive.
We do this by qualifying your prospects over a longer period of time rather than going straight in for the sale. Instead, you recognise the current stage of the customer journey the prospect is at, and re-market to them with high quality content that you think would be useful in helping them progress to the next stage.
Prospects who enter the top of your sales-funnel are shown additional relevant content as they move through the stages of their customer journey. The more they engage with this content, the more qualified the prospect becomes.
The result is your 'bottom of funnel' prospects, those at the Evaluation and Purchase stages are primed and ready for your closing sales pitch. Meaning less money is wasted on people clicking on your ad who do not understand the value of your product or service to themselves, and are just not ready yet to purchase.
In the following example, we will show you how you can split your re-marketing campaign up into 5 stages.
You start with a brand awareness campaign based on the first stage of your customer journey i.e Awareness.
This first Awareness campaign loads the top of your sales funnel with people that might be interested in your product or service. During this campaign, you are aiming to drive traffic to your first piece of content that is hosted on your website. Once visitors arrive on your website, the re-marketing tags from your Ad Networks (Linked In, Facebook, Google Ads) trigger, profiling the visitors and adding them to re-marketing lists for further engagement later in the sales process.
You then run a second brand awareness campaign based on the second stage of the customer journey, Research, directing people to the content you prepared earlier that relates to their goals and objections. At this point, you want to target new audiences, as well as those who previously engaged with your first piece of Awareness content.
During this stage, we are still mainly focused on building up our 'top of the funnel' prospects for qualifying later on.
For the third step, the Evaluation stage, you should by now have built up a considerable amount of prospects by driving traffic to the majority of your content that you created earlier. Developing as much 'top of the funnel' prospects as possible is important, and this is why it is wise to develop multiple pieces of content for the earlier stages of the customer journey by focusing on each buyer persona separately.
By step 3 we will no longer seek out new prospects but now begin to concentrate on re-targeting those that have already shown a positive interest in your content. At this point, the prospects have started to become qualified. Step 3, Evaluation is kind of a transitional phase where we begin to move from a brand awareness campaign to a lead generation one.
During this stage prospects still may not fully appreciate the benefits your product or service can offer them, and are likely to be weighing up their options, considering both you and your competitors simultaneously.
If you are running a webinar to help prospects evaluate your product, either through a live demo or question and answer session, then this is also a good opportunity to begin collecting personal details for lead generation.
Our objective is to nudge ahead of the competition and put ourselves at the forefront of our prospects minds.
We start running a brand recognition campaign by using Google Display Network to show our adverts to previously engaged prospects whilst they browse their favourite websites.
We then combine this with more targeted content that meets the prospects' goals and objections. The high levels of brand visibility combined with valuable content that continues to meet our prospects needs increase the levels of trust and as a result the likelihood of prospects deciding to engage with us directly.
We are now looking to Engage the people we know are in the market for a solution with our product or service. This is done by getting them to sign up for a free-trial, product demo, or some other means to give them hands-on experience of our offering.
As our campaign objective has now changed from a Brand Awareness campaign to a Lead Generation campaign, the ad channels we use to reach our prospects also change to suit a more direct approach.
At this point, our prospects have been fully qualified and as a result, we can now be more confident in increasing our ad spend. This is done by switching from a Cost-Per-Thousand (CPM) model (as used in sponsored news-feeds i.e Linked In and Facebook) to a Cost-Per-Click (CPC) model which is more effective at targeting direct engagement and sales (i.e Google Search Results).
We can do this because we now have a much higher chance of seeing a return on our investment.
We can continue to use Google Display Network to show offers of free trials but also introduce 'Google Re-marketing Lists for Search Ads', which will show our ads in Google Search results to people who have previously visited our website. Google (RLSA) Re-marketing Lists for Search Ads will not show our ads to people if they haven't already been on our website, This direct approach in targeting interested parties only, massively reduces wastage on attracting people who have no real interest in our product or service.
In Linked In we can now switch from using Sponsored Content, to Sponsored InMail using their Matched Audience tool. So rather than appearing in 'random peoples news feeds' (although still targeted), we now send personal messages to the inboxes of people who have visited our website inviting them to try our product (or engage with us in some other way),
In Facebook, we can use their Custom Audience tool again to switch to only targeting those people who have visited our website and are ready to engage properly with our product or service.
As prospects begin to sign up or engage with free trials, demonstrations, or meetings, etc, we can profile specific individuals who are most likely to purchase our product and begin to collect personal contact information and build personal relationships which for offline businesses makes converting these prospects into sales much easier.
NOTE: There are minimum limits set for the number of people that need to be in your re-marketing lists, these are:
Google RSLA - 1,000
Linked In Matched Audiences - 300
Facebook Custom Audiences- ~300
The final step in our re-marketing process is the Purchase stage where we focus on running a Direct Sales campaign. Our objective here is to target individuals who we know are most likely to buy our product or service and close the deal. The process and ad channels used are the same for the previous Engagement stage.
The two main ways of doing this are not mutually exclusive meaning you can do both if you wish.
1) When your prospect engages with your free trial / webinar / demonstration etc from the previous step, take them to a specific Thank You page - then with Step 5 only target prospects that have reached this specific page. This will eliminate anyone who has not already engaged with your product or service.
2) Request the email addresses of prospects who want to engage with your free trial / webinar / demonstrations etc, and run a targeted ad campaign focusing on these email addresses only. Again, this narrows your marketing down to just those individuals you know who are most likely to buy.
This approach to running an ad re-marketing campaign should result in the highest number of conversions, and the least amount of money wasted.