Remarketing is the most powerful marketing strategy that you have available and almost no one is using it. How does it work? Someone visits your site and they show a little more than the average interest but they are not completing a transaction or leaving an email address. These types of people account for around 97% of the people that come to your website.
How do you get those potential customers to return?
You need to cookie, or tag, them. You put a little bit of code on their computer that remembers this person. And then, you stalk them. You follow them around the web. As they browse the web, you put specially designed ads in front of them. Because those ads are from a site they have already visited, they are more likely to come back and take action.
How do you skate in front of where this puck is going?Take everyone that visits your site and tag them and then remind them who you are. If you are going to follow people, you want to follow people the way the FBI follows people not like the Paparazzi. You want them to not know they are being followed so only show them 2 or 3 ads per day.
I have seen emails from people that said “I saw your ad on Oprah, OMG. You must have a massive marketing budget. You must be good. We are going with you.” We are not, however, showing ads to everyone on Oprah. We are not even showing ads to everyone on Oprah that is in Australia. We are only showing ads to the 1,000 people in Australia that have been to our site in the last 45 days.
Do not be confused by the geeky-ness of this. My plea to you is to get this remarketing code on your site pronto – that means this week. Worry about how to create the image ads later – even 3 to 6 months later. It is too much of a powerful asset to wait even one more day.
Brent Hodgson is a Business Blueprint Mentor who is a Copywriter and an Internet Marketing Consultant in Melbourne, Australia.