How to Nurture Prospective Leads through Remarketing Advertising
There is an evolving marketing tactic called ‘Remarketing’ that your marketing team should embrace. The tactic is proven to increase the conversion from visitor to lead.
In a perfect online lead generation model, your website visitors find your website and immediately complete a form fill to become a lead. In reality, you will lose most visitors who invest time on your website. Those prospects will spend time reviewing your content, then leave to compare your products/services with those of your competitor. A world class marketer today leverages remarketing to recapture those prospective leads. This gives you the capability to nurture them back, to convert them with a new compelling offer.
What is Remarketing?
Remarketing leverages cookie technology so that you can deliver online advertisements to prospective leads that have visited your website but did not convert. Essentially you recapture their interest to nurture them into converting at a later time. This tactic is proven to the point where it’s a regular component of SBI’s Lead Generation programs. One of the most common vendors used for remarketing is the Google Adwords Display and Content Network, where you can buy on a cost-per-click basis.
Here’s a quick illustration of how this works.
- Scenario 1: Assume for a moment that your perfect prospect comes to your website. She looks around and invests 8 minutes reviewing your offering, but doesn’t fill out a form. You have no idea who they are and they may never come back.
- Scenario 2: The same thing happens in scenario one, except you have the ability to place a cookie on their machine. This cookie is then leveraged to buy advertising from Google that presents your company’s ads on other websites they frequent in the future. Your company’s opportunity to re-engage just went up exponentially.
In the near future, this remarketing scenario will be even better as Google recently announced they are launching a new beta product called “remarketing in search”. Until now, Google Remarketing has been limited to just the display and content networks. Now being able to serve ads on Google's search engines unleashes more behavioral capabilities to maximize investments on driving leads (There will be more to come on this as we test the beta out).
A Remarketing strategy takes some creative and strategic thought on how you want to target your potential leads and deliver offers that will get them to reengage. If you are not careful, and don’t follow best practices, you can appear creepy or exhaust your prospective lead. I have created a template, that you can get a copy of here, to help you plan the audience segments and compelling offers to use when remarketing. The template’s objective is to help your team develop and deploy tracking tags on your website as well as create the compelling offers to get prospective leads to convert.
When developing your plan, here are few examples of the common remarketing audiences you can build:
- All site visitors - Anyone who came to your site. This is the most basic set-up
- All site visitors who did not convert – This is good for offers that can be applied to a wide offering
- Visitors of certain Products/Services – If a visitor is consuming product/service information on particular area, you can customize a narrow offer.
- Visitors who did convert – This could be used for up-sell / cross sells or branding
- Visitors of campaign landing pages who did not convert
- Visitors to your blog who did not opt-in to subscribing to your blog
- Visitors who visited pages designed for buyers personas groups. If your site is built to cater to multiple buyer personas, you can capture your ideal customers in those same persona groups.
Note: some remarketing programs require the audience pool to reach a certain limit before showing ads. Most of the times it is a 100 user limit, so be careful if your audience segment is very low, under a 100 in a month.
Other best practices to keep mind when running remarketing campaigns:
- Limit the exposure of your ads to your audience so that you don’t exhaust them with your ads. You should rotate new creative often. A common mistake made by remarketing is showing the same advertisement for months. View this SlideShare as an example of what not to do.
- Set your tracking cookie tags membership duration to at least the same amount of days of your users average buying cycle time. If your buyers on average take 60 days to buy your product or service, set your member duration to at least 60 days.
Call to Action
If you are not already remarketing to your prospective leads, now is the time to include this in your lead generation plan. You can start tagging your website immediately to capture the obvious audience segments before or while you are planning the rest of your remarketing plan (use the planning template being provided at this event). This will allow you to capture your segments now while giving you time to:
- Define the objective of each audience segment
- Plan the message you would supply to each segment.
- Create the assets required to hit your objectives
- Decide how you are going to measure success.
If you are currently remarketing, please share your additional best practices in the comments below.
Author: John Koehler
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