Using Retargeting to Get More Clients and Close More Sales

Hi,

Ever had the experience where some product just keeps chasing you?

You check out a lawnmower or powerdrill and before you know it your internet feed gets haunted for a full week, showing you the same ads everywhere you go.

It's called retargeting — and it's a shame that it's used in such a sloppy way. Because not only is there a way to make this work, if you use it right it will give you some of the best return on investment on your marketing dollars.

Let me show you how to use this in a way that is not stalkerish or annoying.

Why You Should Care About the Customer Journey

Unless you sell something like a chocolate bar, your clients don't just randomly buy from you. There's always a lead-up time — a period where your prospects weigh their options.

Here's the rough process for almost every product or service:

1. Prospect becomes aware of a problem or need.
2. Prospect decides to do something about it.
3. Prospect looks up possible options and solutions.
4. Prospect picks an option and checks out different suppliers.
5. Prospect buys from a supplier.

Here's why this matters: the sooner you can get in front of a prospect, the higher the chances of converting them — and the less it costs you to make a sale.

If you find them at stage 5, 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.

Solving the Attention Span Problem

The average attention span of a prospect is horrendous. The chances of them remembering you after they click away are dreadful.

So let's fix that.

Instead of showing people the same picture and the same ad over and over, we're going to do something different.

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.

Then we retarget 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 for anything in return... something kicks in. A sense of: 'this person did something for us. If we get a chance to help we should return the favor.'

Reciprocity is built in to 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.

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.

Talk soon,

The AKW Marketing Team