So last month, I took a short weekend cruise to the Bahamas – Yes, it was a great time. Nothing too fancy, just some relaxation away from the inbox. And before you ask; nope; that’s not me climbing the rock wall…
But here’s my ship docked at Coco Cay!
Anyway, in the week leading up to my cruise, and even during it, I found some marketing tactics that were subtle, but quite intentional.
And they reminded me of the ways that all of us should be utilizing Remarketing tactics for our own brands. Here’s what I learned:
Timing:
Timing is everything. In Remarketing, getting the timing just right for your prospect is the name of the game. For example, the week preceding my cruise, I received emails from the cruise line enticing me to take excursions. But the way they did this, and how they did it, was the key.
I setup an online account about a week before the cruise. I used a travel agent for the trip, so I really hadn’t needed to do this to that point. But, I wanted to look at pricing for some add-on packages so I set this up.
The next day, my inbox was touched with an email reminding me about the excursions offered at my locations.
Might not seem like that big of a deal, but had they waited until the day before my cruise, there’s much less likely of a chance that I would actually buy. The percentages of conversion go through the roof when they reach out to my email the very next day.
Social
So now that I had my cruise booked, and I was ready to set sail, I started noticing my social media was becoming flooded with sponsored posts regarding cruises. Typically blog posts, but some of them were from the cruise line or affiliated travel agents looking to sell me something.
Now that might not sound like a big deal, but I don’t actually post anything on Facebook or Twitter about personal plans. I’d never mentioned that I was about to go traveling or go on a cruise.
The remarketing tactic here is to use my browsing history to target me for advertising. So it doesn’t matter that I don’t like cruise pages on Facebook, or that I post about my upcoming cruise. All that matters is what I’ve searched for on the web, and what I’m interested in when browsing online.
Note: don’t act like your web history isn’t the one true thing that defines what you’re truly interested in. Haha
Facebook and Instagram allow you to do this really easily. If you’re not utilizing this yet, here are instructions for setting this up:
Instructions for setting up Remarketing
First, start creating your campaign by selecting that you want to target your website visitors.
Next, agree to Facebook’s TOS and create your Pixel…
Here’s an explainer video from Facebook Business:
Collateral/Media
When we talk about social media marketing, and really any digital marketing at all for that matter, what matters most is the media. The collateral, the graphics or pictures that are associated with your ad.
The use of images was rated as the most important social media optimization tactic, in a 2014 survey by Adobe and Software Advice.
Sorry but, most small businesses come up short here. The photos that are used in many cases aren’t what will produce the best results. It’s too salesy or doesn’t portray the right message.
But when I walked onto my ship, the sales banners and signs didn’t always show people jet skiing or snorkeling when advertising the available activity packages to me. They showed people having fun. A lot of fun. And that’s what I was there to do, right?
I know that this isn’t what you may consider Remarketing but it truly is. As someone who is walking on that ship, I’m a customer that is eligible to buy and at the prime time that I may be ready to buy.
The point is, they showed me the outcome. They showed me what taking advantage of these packages would do for me. They would help me to be smiling like these people. And it worked!
So for example, if you’re a Sarasota dog training service, the collateral that will convert he most isn’t a picture of a dog playing, or even a dog misbehaving, the photo you’ll want will be something with a happy dog owner having fun with their dog. Or walking their dog without having a hard time.
That’s the message that you want to send out, one that shows the end result to the party that you are targeting… Make sense?
I hope this post gave you some creative ideas on how you can remarket to your customers.
Let me know if I missed anything and how you will use retargeting by tweeting to me @ChrisIsBald
Cheers!
So last month, I took a short weekend cruise to the Bahamas – Yes, it was a great time. Nothing too fancy, just some relaxation away from the inbox. And before you ask; nope; that’s not me climbing the rock wall…
But here’s my ship docked at Coco Cay!
Anyway, in the week leading up to my cruise, and even during it, I found some marketing tactics that were subtle, but quite intentional.
And they reminded me of the ways that all of us should be utilizing Remarketing tactics for our own brands. Here’s what I learned:
Timing:
Timing is everything. In Remarketing, getting the timing just right for your prospect is the name of the game. For example, the week preceding my cruise, I received emails from the cruise line enticing me to take excursions. But the way they did this, and how they did it, was the key.
I setup an online account about a week before the cruise. I used a travel agent for the trip, so I really hadn’t needed to do this to that point. But, I wanted to look at pricing for some add-on packages so I set this up.
The next day, my inbox was touched with an email reminding me about the excursions offered at my locations.
Might not seem like that big of a deal, but had they waited until the day before my cruise, there’s much less likely of a chance that I would actually buy. The percentages of conversion go through the roof when they reach out to my email the very next day.
Social
So now that I had my cruise booked, and I was ready to set sail, I started noticing my social media was becoming flooded with sponsored posts regarding cruises. Typically blog posts, but some of them were from the cruise line or affiliated travel agents looking to sell me something.
Now that might not sound like a big deal, but I don’t actually post anything on Facebook or Twitter about personal plans. I’d never mentioned that I was about to go traveling or go on a cruise.
The remarketing tactic here is to use my browsing history to target me for advertising. So it doesn’t matter that I don’t like cruise pages on Facebook, or that I post about my upcoming cruise. All that matters is what I’ve searched for on the web, and what I’m interested in when browsing online.
Note: don’t act like your web history isn’t the one true thing that defines what you’re truly interested in. Haha
Facebook and Instagram allow you to do this really easily. If you’re not utilizing this yet, here are instructions for setting this up:
Instructions for setting up Remarketing
First, start creating your campaign by selecting that you want to target your website visitors.
Next, agree to Facebook’s TOS and create your Pixel…
Here’s an explainer video from Facebook Business:
Collateral/Media
When we talk about social media marketing, and really any digital marketing at all for that matter, what matters most is the media. The collateral, the graphics or pictures that are associated with your ad.
The use of images was rated as the most important social media optimization tactic, in a 2014 survey by Adobe and Software Advice.
Sorry but, most small businesses come up short here. The photos that are used in many cases aren’t what will produce the best results. It’s too salesy or doesn’t portray the right message.
But when I walked onto my ship, the sales banners and signs didn’t always show people jet skiing or snorkeling when advertising the available activity packages to me. They showed people having fun. A lot of fun. And that’s what I was there to do, right?
I know that this isn’t what you may consider Remarketing but it truly is. As someone who is walking on that ship, I’m a customer that is eligible to buy and at the prime time that I may be ready to buy.
The point is, they showed me the outcome. They showed me what taking advantage of these packages would do for me. They would help me to be smiling like these people. And it worked!
So for example, if you’re a Sarasota dog training service, the collateral that will convert he most isn’t a picture of a dog playing, or even a dog misbehaving, the photo you’ll want will be something with a happy dog owner having fun with their dog. Or walking their dog without having a hard time.
That’s the message that you want to send out, one that shows the end result to the party that you are targeting… Make sense?
I hope this post gave you some creative ideas on how you can remarket to your customers.
Let me know if I missed anything and how you will use retargeting by tweeting to me @ChrisIsBald
Cheers!