Other parts within this Guide to Digital Marketing series:
1: PIPELINE OVERVIEW
2: AWARENESS
3: INTENT
5 Minute Read

To provide a comprehensive analysis of retargeting (remarketing) within the sales pipeline, the following guide will include:

  1. Nurture & Interest In The Sales Pipeline
  2. What Is Retargeting (Remarketing)
  3. The 4 Methods Of Retargeting
  4. The 3 Main Tools Used When Retargeting & The 5 Best Practices Sydney Digital Marketing Use For Each

NURTURE & INTEREST IN THE SALES PIPELINE 

The bottom of your sales pipeline is not linear. It is cyclical. Meaning that nurturing and retaining customers once they have converted from a lead to a sale will return them straight back to the bottom of your sales pipeline – where you have a good chance of making more sales.

Your message, whether that be awareness driven, or retention focused, is your brand. Honing your message, and who it will be presented to, can spell the difference between a lead and a conversion. This is why awareness campaigns, while productive for getting your product known, are just the surface of your targeting efforts.

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You must match your marketing campaigns to the corresponding project stages. Hence, you cannot use the same material when you market to new customers as opposed to interested customers. When nurturing a new customer, the appropriate messaging involves building trust by giving potential customers more attractive, valuable resources. Once you know your prospect is aware of you, share more insights and information in order to position yourself as the best resource for them when they’re ready to buy.

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To stop your prospects getting stuck in “pipeline limbo”, you must nurture your sales leads and adopt retargeting.

WHAT IS RETARGETING (REMARKETING)

Remarketing works by following people who have visited your site, showed interest in your content, subscribed to your email list, or have visited industry-related products. When a user visits your site they are ‘cookied’ or tagged – this places a code in their browser that triggers your ads to follow them.

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The more information customers provide through interactions with your site, emails or content, the more information you have to work with. This information can be used to produce custom content that is highly relevant and specific to your remarketing campaign. These retargeting campaigns provide a more nuanced approached to traditional ‘push’ marketing (random awareness campaigns), by tracking your customer’s actions with cookies and relaying relevant information accordingly.

Instead of waiting for the potential customer to come back to you, you’re staying top of mind by reminding them of the subject they once showed interest in. By using remarketing you are gently guiding prospects away from open-minded indifference and towards becoming paying customers – pushing them down the sales pipeline.

THE 4 METHODS OF RETARGETING

To introduce this segment, this article will establish 4 solutions to streamline your sales funnel and get your prospects through the nurture stage:

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  1. Site Retargeting 

This method of retargeting presents ads to people after they have visited your website through tracking cookies that ‘tag’ users.

 

  1. Email Retargeting

Presents ads to people who subscribe to your email content or those who download resources.

 

  1. CRM (Customer Relationship Management) Retargeting

Presents retargeted ads using only the prospect’s email address. This does not require any action by the user, as any data linked to their email is automatically used.

 

  1. Dynamic Retargeting

Every ad impression presented to the customer features products or content recently viewed or otherwise relevant to the user.

On average 96% of users will not buy from you on their first visit to your site. By using the above methods of retargeting, your brand will be at the front of the customer’s mind, when they are ready to purchase. Each method above has its strengths and each can be used to build interest and association with your brand.

Below we will cover 2 types of retargeting campaigns that you will use depending on your campaign goals. They follow the same direction, yet can produce slightly different results from varied granularity.

 

THE 2 TYPES OF RETARGETING

Pixel Based Retargeting

This is a way to re-display your material to any anonymous site visitor.

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The most common way to retarget, using this method, places code next to ‘cookie’ in order to  track your site’s visitor. When the visitor leaves your site to surf the web, that cookie notifies retargeting platforms to serve specific ads based on the specific pages they visited on your website. These users have not yet used your services or bought your product.

These advertisements are timely (activated immediately after the user leaves), specific to a particular page on your site, and behaviour-based. There is generally a lower volume of people in the campaign, as it is based on the number of people viewing certain pages, then leaving your site.

 

List Based Retargeting

This works after you already have a customer’s contact information in your database.

To use this method you have to upload a list of email addresses to a retargeting campaign (on social media or email automation). The platform will then identify users on that network who have matching email addresses to serve specific ads directly to them.

Highly customisable criteria allows you to choose the list of customers who will receive each ad. This list is based on more than just behaviour and browsing history. The construction of the list also takes into account previous clients, adjacent networked clients and known prospects that have intent to buy. However, emails provided and those on social media don’t always match up, and the manual maintenance of the list takes time.

THE 3 TOOLS USED WHEN RETARGETING & THEIR 5 BEST PRACTICES 

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Remarketing comes in many forms and mediums, but the main three that are used to nurture leads are Facebook, email and Google Adwords. Follow each platform’s best practices to run conversion-worthy remarketing campaigns.

Facebook Retargeting

With 22 billion ad clicks per year, and a base of potential customers larger than the population of any country, the opportunities to get that conversion through Facebook ads are limitless.

When remarketing on Facebook, people trust a familiar face. For this reason, Facebook remarketing ads get 3x the engagement that regular Facebook ads receive.

The steps below outline the best way to build trust with your audience, and sales for your business.

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  1. Buy Followers with Remarketing Lists

These will grow likes and follows for your Facebook business page fast. High follower numbers directly translate to your brand’s sphere of influence. However, you should never buy followers unless it’s through remarketing. Why? Because you want to reach associative users to get the highest engagement rates possible. Rates that lead to higher relevance scores, cheaper clicks, and more organic visibility.

  1. Remarket to People Who Have Already Liked Your Page

Now that you have the followers, you need to ensure they see and interact with your posts. To do this you will need to remarket your boosted posts to your Facebook followers. Because prospects have embraced brand loyalty by liking your Facebook page, you can now remarket to them on the same platform with directed ads.

  1. Layer your custom audiences with Facebook’s targeting options

The level of granularity you can achieve with Facebook targeting options will allow you to pinpoint your many personas at the same time. Try to find a good ‘targeting’ middle ground that doesn’t stretch your budget too thin, and doesn’t limit your reach. Let’s say you have a list of 1000 contacts but only have $150 to spend. Rather than sprinkling dollars, combine your list with demographic targeting to hone your spend and reach only ready-to-buy audiences.

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  1. Think Strategically About Your Goal When Setting Time Frames & Creating Ad Schedules

Be careful not to fatigue your remarketing audience. Vary your advertisement rate according to the urgency of the deal you are promoting. Use on-going ad sets to promote your page to site visitors or your brand to Facebook users. Use more aggressive marketing in shorter bursts when promoting a time sensitive offer.

  1. Find new customers by layering lookalike audiences onto custom audiences

Lookalike audiences allow you to clone a relevant audience to expand your reach to an entirely new set of leads. This is an incredibly powerful way to expand your customer base and find an untapped audience. What better way to do this than by cloning your remarketing list? Facebook will find leads from this cloned list.

Email Retargeting

Your potential customers are more inclined to interact with your brand and trust your services if you have provided them with valuable knowledge. By doing so, you cement your brand as an authority within your market. There is currently no better way to provide this knowledge than through email. Best practices when conducting an email retargeting campaign are as follows:

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  1. Create an exclusive club

Making your email subscribers feel special is a great way to generate excitement for the content or offers you send them. It’s also a powerful loyalty-building tool that builds your recipient’s anticipation.

  1. Show that You Care & Get Personal

There’s an overwhelming amount of noise in the inbox. Showing your users that you care goes a long way towards earning their trust. Create content that acknowledges your customer’s lives & accommodates their point of view. By doing this you will humanise your brand and create intimate conversations.

  1. Use the 1-2-3 Method

This method provides a clear-cut, step-by-step guide the customer follows to execute a task. Just tell the recipient the next three concise steps they need to take. This will eliminate their anxiety and promote action.

4. Use the Inverted Pyramid Method

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There are a lot of things that get in the way of a great email. Copy, content and design come to mind. That sounds counterintuitive, but users need as little friction as possible. Highly focused emails rely on tone, timing and clarity.

Nike do a great job leading the audience’s focus to the call to action button.

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  1. Try the Unboxing Technique

The key to solving almost all anxiety is clarity. If people know what to expect, they are more likely to click through and ultimately become a customer. Unboxing involves previewing your product or service right in the inbox. By unboxing your product, your customers expend less effort and don’t have to leave their email database.

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  1. Segment on Signup

Any and all data should be used to personalize your emails. When it comes to newsletters, it’s a good idea to ask a few simple questions. The more you know, the more relevant your emails can be from the start.

Google Adwords Retargeting

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Google Adwords has gone from strength to strength, with new features and functionalities providing unmatched granularity for cost-effective campaigns. Trust directly affects customer intent. When their intent is satisfied, and a purchase is made, it is because they trust your brand. To build this trust your brand must either be familiar or present on Google (and fulfil their need). Below are 4 best practices that seek to combine these two elements.

  1. Put the Remarketing Code on Your Website  

There are two sets of code available for setting up AdWords remarketing: Google Analytics remarketing code and AdWords remarketing code. It is recommended that you use the Google Analytics remarketing code instead of the AdWords version because it allows you to use visitor behaviour within list criteria thus improving targeting accuracy.

  1. List Membership Duration

It may be tempting to select the maximum list membership duration of 540 days, so you can use the list later. However, if your ads are too frequent they will hinder the sale. Set your list durations around what your goals are. For example, a service that requires people to sign up after 30 days, should have lists with a membership of around 60 days to encourage participation.

  1. Frequency Capping

This is possibly the most fundamental of all remarketing best practices. Lightly remind customers of your existence, don’t berate them. When deciding your frequency, you should consider how many remarketing campaigns you have, or how many ad groups there are within your remarketing campaign – if you only have the one campaign.

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  1. Structuring Remarketing Campaigns

If having your own remarketing campaign for each list of similar customers isn’t possible, try separating your remarketing based on strategy. You can target users who browsed a particular category, or offer adjacent products this way. Ensure that the landing pages that are associated with each of these campaigns match each strategy’s message as well.

  1. Refine Your Targeting by Only Remarketing to ‘Quality’ Visitors & by Omitting ‘Bad’ Content

Narrow down your remarketing further by excluding certain users who have interacted with your site. This could be people who have bounced, or those who have spent under 10 seconds on your site. You can further exclude site categories to avoid your ads being shown around content that you don’t want associated with your brand.


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