Brighton SEO never fails to deliver a great line-up of top quality speakers and last week’s event was no different. And now that the schedule covers equal amounts of social, PPC, email and content marketing, it’s the perfect conference for me to update my knowledge.
Remarketing came up in many of the talks and as this offers so many opportunities for a business, I’ve focused on this as my main key takeaway.
Generally, only 2% of shoppers convert on the first visit to an online store and in B2B it takes around 11 interactions, also known as customer touchpoints, with a company until a customer makes a purchase. Retargeting, also called remarketing is a way to bring back the other 98% and create multiple touchpoints.
It works by keeping tracking of people that visit your site from Google, Bing or Yahoo and displaying your retargeting ads to them as they visit other sites online.
The length of the customer Lifecyle, that is the phases someone will go through before purchase, will determine the duration that you run your retargeted ads.
If it’s a low-value purchase, where the period from the customer research and discovery phase to the purchase is short there’s no point running your ads for months as this will eat up budget and annoy your potential customers.
Key Q: How long is your customer sales cycle?
Now, this is where, for me, it gets exciting! I’ve distinguished between this and retargeting, but you’ll often see remarketing and retargeting being used to describe the same thing.
To keep things simple, search retargeting is concerned with targeting customers that arrived on your site via a search engine. Remarketing is using available data, including emails and telephone numbers to remarket to them online, including on social channels.
You can upload your customer emails to Adwords to create AdWords customer match which is available on search, You Tube and Gmail. It lets you show ads to your customers based on their email data. For example, if you have a product launch video, you could target your customers with a launch video on You Tube.
Brighton SEO speaker, Saija Mahon, made the point that loyal customers are worth 10 times as much as their first purchase so why just focus on chasing new customers when you could be selling to existing customers using remarketing.
You can input your customer emails or telephone numbers into Facebook to create custom audiences to which you can then display Facebook ads.
Custom Audiences are built from customer data that you already have on hand – or can easily get – making it easy to reconnect with the people who have already shown interest in your business.
You can upload data of current customers, people that enquired and didn’t purchase and lapsed customers to create multiple audiences to which you can tailor your advertising message and creative.
The minimum number of matched contacts you need to create a custom audience is only 20. However, keep in mind, even with an audience of 100 people in size, the competition for news feed space is highly competitive and you'll sometimes require several hundred contacts to achieve meaningful reach. Facebook recommend having a minimum of 1,000 in your custom audience before you begin retargeting.
In B2B, you will have a low match rate (Facebook matching your customer with their Facebook profile) as not so many people will use their work email on Facebook.
Facebook can also create lookalike audiences, based on the profiles of your custom audiences to create additional lists to market to.
Once you’ve set-up a linked In Insight tag on one of your web pages, say the homepage, you can begin targeting people that visited your website on Linked using its Campaign Manager. It will need a minimum of 300 visitors to start remarketing to them.
You can also reach employees of your target accounts by uploading a list of target companies or target your email contacts using your email lists.
Twitter’s remarketing tool is called tailored audiences tool. This enables you to remarket to your website visitors and email contacts in an equivalent way to the other social channels.
Twitter tailored audience needs a minimum of 500 valid Twitter accounts but it’s unlikely all your customers will have a Twitter account so you’ll need to upload much more than that to reach the desired minimum. Typically, around 10-40% will be matched.
You can also use your email subscribers list i.e. those emails held in Mailchimp, Campaign Monitor etc to target people on social media and in search. They needn't visit your website, click on, or even open an email. You can serve retargeted display ads to every person on your email list, even if engagement has lapsed.
To create those multiple customer touchpoints in B2B, you could run the same campaign across Email, Google, Linked In, Facebook and Twitter.
If you’re an online store, once you’ve grabbed an email address whether it’s from customer sign-up, newsletter subscribe or via a promotional pop-up, you can use target people that have been to you site and not completed a purchase or start cross-selling and upselling to converted customers.
According to E-consultancy, even the most basic abandon and browse emails pull in over 31% higher transaction rates.
Ask your web agency/developer to create the tracking codes for Adwords, Linked In, Facebook etc and add them to your website to track visitors. Do this now to begin collecting visitor data – even if you don’t use it yet – to achieve the minimum amount of data you need to start remarketing.
If your sales team took a call from a potential customer requesting more info, you’d be miffed if they didn’t follow up. The same applies here. Why wouldn’t you follow up with someone that’s got an interest in your product or service when it happens online? Remarketing is an online follow-up.