Turn Missed Opportunities into Clients with Retargeting 🎯

Ever had it where a product just keeps chasing you all over the internet?

You're browsing Google, checking out a new lawnmower or watching Milwaukee vs Ryobi drill videos; and before you know it your social feeds get haunted for weeks, showing you the same power tool ads everywhere you go - every day - you can't escape 😓

Let me give you a little secret - I'll tell you why this happens...

It’s called ‘retargeting’ and it’s a shame that it’s used in such a sloppy, ham-fisted way. Not only is there a way to make this work, but if you use it right it will give you some of the best return on investment on your marketing spend. 

I'm going to show you how to use this idea in a way that is not a waste and doesn't annoy your potential customers...

This Slightly 💫Fancy💫 Term Will Make You MONEY

Unless you sell something like a bottle of water or gum, your clients don’t just randomly appear and buy from you - leave this in the hands of fast-moving retail 🍃

There’s always a lead-up time, a warming-up time. A period where your prospects weigh up their options before making a purchasing decision. Just like testing the bath water temperature as it's filling up. 🛀

A fancy term for this is a ‘customer journey’.

(I always thought that sounded a bit pretentious, let’s roll with it for now).

Why You Should Care About This ‘Customer Journey’ Stuff 🚶‍♂️🚶‍♀️

Here’s the rough process that people go through for almost every product or service that's bought across the world:

1. The prospect "Alan" becomes aware of a problem or need.

2. Alan decides to do something about it.

3. Alan looks up possible options and solutions.

4. Alan picks an option and checks out different suppliers.

5. Alan buys from a supplier.

6. Alan is happy with his new toy.

Pretty straightforward, right? So why would we even care about this stuff? 🤔

Because the sooner you can your message, and your solution in front of a prospect… the higher the chances are of converting them into a customer and the less it costs you to make a sale. It’s a win-win-win.

Think about it...

If you find them at stage 4 (Alan's checking supplier prices) 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 that 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 (a.k.a TikTok Brain) 🧠

If someone is thinking about buying your product or service...

...and you're the only supplier talking to them if 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, or five videos, each highlighting something crucial that your future client needs to know. Useful info that actually helps them as they move along in their 'customer journey'.

Then we retarget the people who saw our ads before, showing them new information, and helping them out long before money changes hands --- this improves trust and makes it easier for them to buy from you.

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 and your hair stands on end.

1. Why is this person helping me? What are they trying to get? 

Makes total sense. But once you ascertain that they're not about to ask you for something in return, something else kicks in. 

2. This person did me a favour. I now ‘owe them’.

That doesn’t mean they can call you and ask you to bail them out of jail.

That doesn’t mean you’re gonna go move boxes with them when they change 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 into 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 - trust 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 with retargeting and see how it works out for you. Think about how you could implement this in your business.

Speak soon,

Thomas

P.S. Curious about how I’d handle the retargeting part of your advertising? Do this:

Get in touch with our agency today, after filling out the form, one of my team will be in touch to see if we're a good fit to work together. 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.thresults.com/free-marketing-analysis