Day One Strategy – Part 5

Welcome to the latest installment of the Day One Strategy series. This is a weekly blog series that will address how to start from scratch. Each week we’ll discuss a new topic and offers tips for the business that is taking their very first step. Last week’s topic was Remarketing.

Today’s Topic = Lead Nurturing

Lead nurturing is the process by which companies turn leads into paying customers. While the precise definition of a lead will vary from company to company and industry to industry, it can be argued that every company has them. And so lead nurturing has universal appeal in business.

Deciding Who is a Lead

Some companies explicitly make lead generation a part of their marketing efforts. They create sign up forms and get interested consumers to fill them out in exchange for information, access, education, or offers. When someone submits the form, they are a lead.

Other companies build lead lists through purchasing lists or doing their own research and compiling lists of people to reach out to. And still other companies might treat everyone in their target market as a lead, making efforts to collect their contact information as a part of their advertising.

For our purposes, to count someone as a lead you must have the ability to contact them in some way and they must have expressed interest in your products or services.

Follow Up Channels

How you follow up with your leads depends first on the level of contact information you have. Do you know their email address? Phone number? Postal address? IP?

The more you know, the more options you have at your disposal. Email, phone, and direct mail can all be used (exclusively or in combination with one another).

For higher value products or services, you may need a dedicated sales staff. They may sell over the phone or in person. This is a crucial part of your lead nurturing strategy.

The Path to Conversion

Understand where your leads came from, what they’re looking for, and where they are in the buying process. Your lead nurturing program should lead them along, from step to step, to the sale. At the beginning your messaging can be more information in nature, educating the lead on the product you offer and the industry overall. As you go along, you will want to pursue the sale more aggressively, with higher level sales tactics and special offers.

Measurement and Tracking

Lead nurturing is fertile ground for tracking and testing. The ultimate goal is a sale, and you’ll want to understand what percentage of your leads turn into sales. That’s your overall conversion rate.

But in more detail, you also want to understand which elements or efforts lead to those sales. In other words, was it a certain email or phone call that performed better than other things you did?

By measuring each step in the process, and testing new versions over time, you can incrementally increase the overall conversion rate and develop a lead nurturing program that produces more sales at a lower cost.

Stay tuned next week for another installment. If you have a topic you would like to see covered in the Day One Strategy blog series, use the comments below or contact us today.

Get Creative with Your Remarketing Strategy

Remarketing is fast becoming old-hat. So many online companies are using some sort of remarketing or retargeting strategy these days that it can no longer be considered new and exciting.

However, there are ways you can use remarketing to stay ahead of your competition. And I suggest now that you cannot afford not to. Because as soon as everyone starts doing the same thing, it stops working.

The Basics

Everyone gets started in remarketing by doing the same thing. They place a pixel on their site (which pixel depends on the company that you are remarketing with: Google, Facebook, Adroll, Retargeter, etc.). Every visitor to your site who does not convert (buy something) begins to see ads driving them back to your site.

More Creative

One step above the basic strategy is to target your visitors based on interest. If you have different products or services, create campaigns that are specific to what that visitor was looking at. The more specific your ad, the better it matches what that visitor was looking for, the more likely they will be to respond to your retargeting ads.

Even More Creative

Now that you have different campaigns for different products, you can get even more specific with your targeting by incorporating where each visitor is in the buying lifecycle. You know what pages they looked at, how many times they have been to your site, where they came from, etc. Using that information you can create targeted messages for people who are doing their initial research vs. those people you can safely assume are ready to buy. And as a bonus, you can also create a remarketing campaign for your existing customers aimed at getting them to come back and buy again, turning them from a casual shopper to a loyal customer.

Most Creative

As with any other form of digital marketing, remarketing is not a set it and forget it activity. There are a number of things you should be doing on an ongoing basis in order to get the most out of your efforts.

First, you should be testing your ads. Run A/B tests with different imagery and different messaging to see what leads to the highest ROI.

Next, constantly monitor where your ads are having the greatest impact. Optimize your campaigns by running them on the sites that are generating the most clicks or sales instead of spending money on sites that don’t help you.

Day One Strategy – Part 4

Welcome to the latest installment of the Day One Strategy series. This is a weekly blog series that will address how to start from scratch. Each week we’ll discuss a new topic and offers tips for the business that is taking their very first step. Last week’s topic was Creating a Website.

Today’s Topic = Remarketing

Remarketing is an easy way to get started with digital marketing. And it works off of a pretty simple concept. You market your products to people who are already familiar with who you are because they visited your website.

But my purpose here is not to convince you, it’s to tell you how to get started after you’ve already been convinced.

Choosing a Partner

The best way to get started with remarketing is to go out and sign up with one of several services that know remarketing forwards and backwards. Not only do they have the expertise, but they connect you with the largest advertising networks so that your ads will get seen by more people.

A few of the most popular companies include AdRoll, Fetchback, and Retargeter. Google and Facebook also offer remarketing. Any of the other three companies above offer the ability to remarket on Google and Facebook as well.

Placing a Pixel

All remarketing works based on simple tracking technology. You will install a pixel (or several) on your website which will be provided by the partner you choose to work with. They will tell you exactly where it needs to go and will even help you install it if they can have access to your website.

That pixel will allow you to track all visitors to your site who do not convert (become a customer or lead, etc.). That will create an audience of visitors who will be targeted by your remarketing campaigns.

Creating your Ads

Before you can launch your campaigns, you will need ads to show to your new audience. These ads can take many different forms.

On Facebook, these ads take the same form as traditional Facebook ads. You will need an image, some headline copy, longer body copy, a call to action and the URL of the page that you want anyone who clicks on your ad to land on. This might be a landing page you use for other advertising campaigns or the product page they last viewed on your website.

For all other networks, you should have both display ads and text. Display ads come in all shapes and sizes, for both mobile and desktop browsing. Depending on which partner you chose to work with, they may have design services so that they can help you create your ads. If not, you’ll want to work with a web designer who has experience with banner ads.

Your ads should entice people to click and come back to your site through targeted messaging. You can offer a discount on the product they were researching, or simply remind them that you still offer the thing they want.

Tracking and Optimizing

After you turn the remarketing campaign on, you should work with your account manager to continually improve its performance. You can do this in a number of ways.

First, you should always be testing. You can test new ads against old ones to see which ones attract more clicks. You can test sending the traffic to different pages on your site to see which one leads to the most sales. And you can test different, more specific targeting in order to deliver the right message to the right person at the right time.

And second, you should monitor where your remarketing ads are showing up and where they are getting clicked on. There may be some sites you want to block because they don’t help. And there may be some you want to research further as potential advertising partners, because you see that a lot of your traffic is coming from there.

Stay tuned next week for another installment. If you have a topic you would like to see covered in the Day One Strategy blog series, use the comments below or contact us today.

Marketing Trends – Part 5

Welcome to the latest installment of our weekly blog series, Marketing Trends. Each week, we will identify a key trend in the world of marketing. We’ll discuss the trend, why it’s important, and suggest ways that you can take advantage of this trend in your company.

Last week’s trend was Featuring Customers.

Today’s Trend = Remarketing

It’s a long-told fact that it costs less to keep a current customer than to acquire a new one. Marketers are taught that very early on in their professional careers.

Marketing acquisition costs are high. And that’s why remarketing is an important trend.

Remarketing means marketing to people who have already interacted with you in some way. You can remarket to existing or past customers. You can remarket to people who visited your website. You can remarket to people who downloaded your app or followed you on social media.

Essentially, you are taking someone you have already acquired and trying to sell to them. And new tools and technologies are making this easier than ever before, which is why this trend is catching on.

How can you take advantage?

You should test out a couple of different remarketing solutions to find out what works for you.

First, test out website retargeting. Depending on your website traffic, this can be a very cheap way to test out remarketing. All you have to do is sign up with a company like AdRoll or Retargeter, install a piece of code on your website, and create some ads. Then people who visit your site and do not purchase from you will see your ads across the web.

Next, you can test out the same thing, with Facebook. Using Facebook’s custom audiences tool, you can create a group of people on Facebook who have visited your website and serve ads directly to them.

You can also work with Google and their remarketing solutions, allowing you to target ads to people who have searched for terms relating to your business, or target ads to people who have previously seen your ads.

Finally, you should develop a remarketing program for your current customers. Make sure you have a way to get in touch with them, such as email. And reach out on a regular basis with exclusive offers and news about your products and your company. This will get your customers used to hearing from you and will allow you to sell to them in the future, creating a more loyal customer base.

What marketing trend should we cover next? Now accepting submissions for marketing trends that we will cover in an upcoming installment of this series. Submit your ideas via our contact page or in the comments section below.