How to Lead Your Horse to Water and MAKE Them Drink… In a Marketing Context
Have you ever had the experience of some products or services seemingly chasing you?
The little pop-ups on your screen after you’ve clicked on a website or product, suddenly there every time you go online. Sometimes it seems like you only have the mere thought of something and there it is, a little pop-up offering your thoughts!
The technical term for this is “Retargeting” and it’s a shame it’s used in such a poor, hammer-to-the-face kind of way because it is actually an invaluable tool with the best return on investment for your marketing money.
This Technical Term is a Game Changer When Used Correctly
Unless you sell a basic everyday product like toilet paper or chocolates, your clients don’t just randomly buy from you.
There is always a build up, a process, a lead time. Basically, there is always a period of time for the client from the thought of buying something to them actually buying something.
The fancy term for this is “Customer Journey”.
Why You Need to Pay Attention to the Customers Journey
Here is the rough breakdown of how every customer journey works:
Prospect becomes aware of a problem or need.
Prospect decides to do something about it.
Prospect looks up possible options and solutions.
Prospect picks an option and checks out different suppliers
Prospect buys from a supplier.
Pretty simple right? So why should we care about this behavior process?
Because the sooner you can get in front of a prospect… the higher the chances of converting them into a customer and the less it costs you to make a sale.
It’s win-win-win.
Just think about it…
If you’re getting in with the customer on the 5th stage, then the customer mostly just shopping on price point. You’re far too late to the game.
Ideally, you want to get the prospect’s attention at stage 3. They’re starting to look for solutions then…
BOOM!
There you are! Their knight in shining armor!
Now, good news, if you’re following the advice from the articles uploaded here every week, there’s a good chance you’re getting in at this stage which is great!
The bad news, the average attention span for a prospect is atrocious and the chances of them remembering you after they’ve clicked away is minimal.
So let’s fix that.
Solving the Attention Span Problem
If someone is thinking about buying your product or service and you’d be the only supplier that was able to talk to them any time 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, five videos, each highlighting something crucial that your future client needs to know. Useful info that actually helps them.
And then we retarget the people that saw our ads before, showing them new information, helping them out long before money changes hands.
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.
Why is this person helping me?
What is he trying to get?
Makes total sense. But once you ascertain that he’s not about to ask you for something in return, something else kicks in.
This person did me a favor. I now ‘owe him’.
I know it may sound fanciful but it’s a well documented Psychological Behavior with many marketing methods originating from it such as Free Samples, Free Trials, Loyalty Programs, Gifts with Purchase.
All these promotion ideas are firmly rooted in the concept of ‘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.
Crazy. 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! Because you were there for them when they needed you 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 again soon!
Ben
PS. Curious about how I’d handle the retargeting part of your advertising? Do this:
Get in touch with our agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.
Email me at benjamin@nextgenerationmarketing.co.uk or click the “Book Your Consultation Now” button in the upper right corner.
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