Reviving the Dead: Turning “dead” leads into real

business @justinemig

HELLO I am Justin Emig

•  I work on the Internet •  Hold 10 digital marketing certifications •  8 years of digital marketing experience •  Protein Drinking, Carb-o-phobic, Super Nerd •  REALLY fancies marketing and crazy socks.

@justinemig #irce16

93% of CMOs are under MORE pressure to deliver ROI – Ad Age

A couple random things about me

These lessons also apply to Digital Marketing

$60 Million Dollars a year…. but eroding

What Will We Cover Today •  The case for remarketing •  What is remarketing? •  Does remarketing even work? •  Types of remarketing •  Remarketing methods and how to deploy •  Social Media Remarketing… Yes.. No presentation

is complete without Social Media… Thanks Zuckerberg.

Warning… Data coming at you

63% of marketers felt that new customer acquisition is the most important advertising goal

Customer acquisition can cost 7x more than customer retention

Source: CMO.com

Among the top 30 U.S-based retailers by revenue, 48% have turned over their marketing

leader in the past 12 months, according to a report by Recruiting Firm Russell Reynolds.

The average tenure of a CMO is 42 months

Source: CMO Survey

Source: CMO.com

We are spending a lot of money on acquisition

All of these drive consumers to your website for lead capture and conversion… BUT

98% of website visitors will not convert on the first visit - Retargeter

Why aren’t they converting?

Convert Abandon

•  Long sales cycle •  Showrooming (want to

see other options) •  In research phase and

not ready to convert •  First touch point with

brand and do not trust you yet enough to convert.

If only I could keep my brand top of mind after they leave my site?

Obviously, Remarketing is the solution

Remarketing can help convert more leads at a lower cost per acquisition.

Remarketing gets more value out of your budget.

What is Remarketing/Retargeting

For Example: When people leave your website without buying anything, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.

Remarketing lets you show ads to people who've visited your website or used your mobile app. - Google

8% of website visitors will come back to your site without remarketing 26% of website visitors will come back to your site with remarketing

72% of online shoppers will abandon their shopping cart.

Source: Retargeter

Retargeted customers are

More likely to convert than new customers

4X

Source: Retargeter

Without remarketing, it costs you the same to acquire a previous visitor as a new visitor

@justinemig

Let’s Celebrate. Remarketing can turn your ‘dead’ visitors/leads into living, active customers.

Acquire Retain

Use Remarketing to:

Targets people who have been to your site before Using YOUR email

list. Allows you to find NEW consumers that look like people who have been to your site before Similar to

consumers in YOUR email list.

Remarketing Targeting Options

Remarketing Lists

These are Lazy…. Do not use these

Remarketing Lists

Remarketing Targeting Options

Remarketing Targeting Options

These are YYYUUUGGEEE

Remarketing Options

Display Remarketing

Remarketing Lists for

Search Ads (RLSA)

Remarketing Lists for

Shopping Ads (RPLA)

/ Social

Remarketing

/ YouTube

Retargeting / Dynamic

Retargeting

Your audience is a pool of individuals Think about: •  What questions are they seeking answers? •  What information would they need? •  What would be the logical next step in their buying journey? •  Are they even a good buying option? •  What could they be interested in and what would interest them in

coming back?

Once you understand your audience, you can effectively target them.

@justinemig

Display Remarketing

What is it? What benefit could it provide? Why would you use it?

Display Remarketing

What is it? What benefit could it provide? Why would you use it?

•  Visual Reminder

•  Increases

consumer touchpoints and recall.

•  Brand

awareness

Display Remarketing

What is it? What benefit could it provide? Why would you use it?

•  HUGE Reach

•  Brand awareness

•  Low cost per clicks

•  Hand select websites you advertise on.

•  Targeting

Acquire •  Remarket to consumers who visited product

pages and didn’t convert.

•  Remarket to consumers who visited thought leadership pieces and didn’t convert.

•  Remarketing to consumers from your other paid campaigns and didn’t convert

•  Remarket to consumers who abandoned their cart.

•  Remarket to previous customers who haven’t purchased in awhile.

Retain

•  Remarket to current customers to show off your latest thought leadership piece, research study, etc.

•  Remarket to current customers to inform them of new products, value adds, and upsell opportunities.

•  Remarket to current customers on industry publications to retain brand awareness.

Remarketing Lists for

Search Ads

What is it? What benefit could it provide? Why would you use it?

Remarketing Lists for

Search Ads

What is it? What benefit could it provide? Why would you use it?

•  Allows you to target high cost per click keywords while controlling budget.

•  Allows you to get very specific with ad copy.

•  Understand the consumer typing query MUCH better than standard.

•  Hand select keywords you bid on.

Remarketing Lists for

Search Ads

What is it? What benefit could it provide? Why would you use it?

•  Target high cost keywords at a much lower cost per click. (~50% reduction)

•  Allows you to better control spend on high trafficked keywords with semantic iterations.

•  Target Competitor keywords

•  Allows you to test ad copy iterations with a controlled group.

Example

The Setup: •  B2B Organization with little

Digital commerce •  Selling Industrial Automation. •  Thought leader with

downloadable (gated) assets. •  Wanted to target consumers

that showroomed their products and then looked for competitor websites.

Example

The Setup: •  B2B Organization selling Services

within high tech space. •  Extremely expensive keywords

with heavily funded competitors. Budget is 1/16 of competitors.

•  Keywords regularly over $200 a

click and with 2% conversion rate it takes 50 clicks ($10k) to generate one conversion…. Which isn’t even a sale.

•  RLSA to the rescue.

$50 a click vs. $255 a click

Attract them with Long Tail keywords, RLSA with short tail keywords

RLSA Rule:

@justinemig

Acquire •  Remarket to consumers who visited product

pages and are continuing to shop. (showroomers)

•  Remarket to consumers who visited thought leadership pieces, were top of funnel and now are in selection phase.

•  Remarketing to consumers who are looking for your competitor’s keywords/brand.

•  Remarket to previous customers who haven’t purchased in awhile by targeting branded and non-branded keywords.

Retain

•  Remarket to current customers who are looking for keywords related to your other product offerings.

•  Remarket to current customers who are looking at your competitor’s new products.

YouTube Remarketing

What is it? What benefit could it provide? Why would you use it?

YouTube Remarketing

What is it? What benefit could it provide? Why would you use it?

•  Allows you to target users on YouTube who have viewed or interacted with a video or channel.

•  Allows you to reach consumers on second largest search engine.

•  Promote your video ads to a very targeted and curated list.

•  Another touchpoint with the consumer.

YouTube Remarketing

What is it? What benefit could it provide? Why would you use it?

•  Promote your video

•  Target users who viewed your video on YouTube and try to get them to buy your product/service.

•  Layer targeting to get even more granular.

Acquire

•  Remarket to consumers who watched your video organically on YouTube.

•  Remarket to consumers who saw your video as an ad on YouTube, while watching another video.

Retain

•  Remarket to current customers who subscribe to your page to show off your new video, etc.

•  Remarket to your current customers and show them your new ad to reinforce brand awareness.

Social Remarketing

What is it? What benefit could it provide? Why would you use it?

Social Remarketing

What is it? What benefit could it provide? Why would you use it?

•  Massive Audience •  Consumers spend

significant time on social

•  Passive consumption medium

•  Relatively low price clicks

Social Remarketing

What is it? What benefit could it provide? Why would you use it?

•  Brand Awareness •  Improve recall

•  Very, very good targeting. FB has best targeting in game.

•  Another Touchpoint

•  Target consumers who have visited your site, interacted with your content on Facebook OR….

•  Use your email lists to target existing customers or those who are dormant.

•  Plus LOOKALIKE AUDIENCES!!!

Social Remarketing - Facebook

Perfect for B2C, tough for B2B.. Why??

Consumers Use Personal Emails for FB

•  Target consumers from your own list, consumers who have visited your website, or your mobile app.

•  Also… LOOKALIKE!!!

•  Target users based upon email lists, phone numbers, Twitter names, and Twitter user ids.

Social Remarketing - Twitter

Perfect for B2B & B2C.. Why??

Consumers Use Personal Emails for TW

B2C = Use Email… B2B No Email

However, TW Usernames don’t rely on email

•  Target consumers from your own list or consumers who have visited your website.

•  Also… LOOKALIKE!!!

Social Remarketing - Pinterest

Perfect for B2C and Not B2B… Why?

Social Remarketing - LinkedIn

LinkedIn Doesn’t Have Remarketing…

Acquire Retain •  Remarket to consumers who visited product

pages and didn’t convert.

•  Remarket to consumers who visited thought leadership pieces and didn’t convert.

•  Remarketing to consumers from your other paid campaigns and didn’t convert

•  Remarket to consumers who abandoned their cart.

•  Remarket to previous customers who haven’t purchased in awhile.

•  Remarket to current customers to show off your latest thought leadership piece, research study, etc.

•  Remarket to current customers to inform them of new products, value adds, and upsell opportunities.

•  Remarket to current customers on industry publications to retain brand awareness.

It’s TIME!!!! For the Takeaways

Token Takeaway Slide •  98% of visitors leave your site without converting… not good….Remarketing can bring

them back! •  Remarketing = Higher ROI than ‘pre-marketing’ •  Remarketing should ABSOLUTELY be part of your marketing strategy, even if you do not

embark in any other form of online advertising. •  Remarketing is all in the details and is as granular as you want. •  Remarketing gives you the opportunity to CONTROL the message with each segment of

consumers. •  Remarketing allows you to bring dead leads back to life, at a minimal expense. •  Remarketing allows you to acquire and retain customers and doesn’t require a big budget!

Remarketing… Reviving the Dead

THANKS! Any questions?

Connect with me: @justinemig justin@webtalentmarketing.com