Breathe in….and now breathe out.
It is going to be ok…no, really, it will. Although he or she did not buy from you today, there’s still hope.
They will be back as long as you bring them back.
My sales team recently informed me that they get discouraged when we don’t close the deal on the first touch. Yes, that may be true, but how many touches does it take to convert a warm lead into a raving fan/customer?
Answer: A lot more than you think.
No, really. If I look at my own buying cycle, it can take up to 20 to 30 touches before I make a decision on whether to purchase a product or service (hardly any make it).
That is just the way I am, so I do not expect others to be different (I am a tight wad).
I learned this simple lesson back when I started my first company. It was 2004 and I had just graduated with a degree in business. I was not prepared, but I had developed amazing work habits. Twelve-hour workdays were nothing to me and I was willing to do whatever it took to make things happen.
Work ethic is just one of the benefits of growing up in a small farm town.
I had no idea what I was doing or how to bring on knew clients so I did what nobody would do…I picked up the phone book and started to call people.
I was persistent, and followed up with my leads constantly until 4 months later, I closed my first deal, soon followed by others. That month I made $18,000 and it grew from there.
There is a buying cycle:
- Don’t plant the seeds and leave them to the summer heat; they will not make it to harvest time. You nurture them, protect them, educate them and come harvest time there will be fruit.
- Don’t forget the nurturing part…the multiple touches.
How do you do this?
One simple method is to use retargeting.
Are you doing it?
Retargeting costs hardly anything and it can be a great way to keep customers coming back to your site.
Here is how it works.
1. You set up a retargeting list on your Google Adwords account.
2. A client visits your site or watches a video on your YouTube channel.
3. A pixel is placed on their computer.
4. You can run specific banner ads, text ads, and video ads to that person.
5. They come back to your site.
6. Rinse and repeat.
There are a couple of thing you will want to consider when creating your banner ads:
- Nice and pretty is not always best.
I know your graphics design team is amazing, but pretty can decrease your click through rates.
- Add Animation.
Movement and increase your CTR 20 fold because it draws attention.
A couple of week ago I ran some tests on animation banner ads. I thought we were doing ok until I put up a new animated banner ads. Take a look at the numbers.
Retargeting Banner Example
You can see the bottom ad had a 1.09% click through rate and cost me $0.10 a click. Compare to the top one that has a .13% CTR at a cost of $0.14.
That is a big difference in numbers. I will continue testing to see what I can do to beat the new animation banner. When I do I will let you know.,
So, back to multiple touches.
After the 1st contact 50% of sales people have given up and after the 4th contact 89% of sales people have given up. Banner ads are a great way to take care of some of those touches.
As you can see…there’s a lot of room at the top.
Very few people have the endurance and persistence to convert me to a buyer. When they finally get me. I am one heck of a customer.
Enjoy your day and keep pushing.
If you have any question on retargeting or would like us to look at your campaign, just contact us.
We help companies capture leads and nurture leads through strategic online marketing plans. It’s not rocket science, but very few companies are doing it.
Like I said above,
There’s a lot of room at the top.
Thanks for reading:
How Retargeting Can Be Used to Nurture Leads.