Bridging the Gap Between Acquisition and Retention - Samantha Noble
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Transcript of Bridging the Gap Between Acquisition and Retention - Samantha Noble
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SamJaneNoble
Bridging the gap between Acquisition & RetentionIncrease customer LTV
S A M A N T H A N O B L E
# D M S S O
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SAMANTHA NOBLEFOUNDER
B IDDABLE MOMENTS
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Why are we so focused on new customer acquisition?
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We should be putting more effort into Customer Loyalty
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7x more expensive to acquire new customers
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Customer Match
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Target email addresses from your CRM database
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Positive & negative bid adjustments
Show specific ads or landing pages to specific audiences
Bid on more generic keywords than you usually would
Stop certain audiences from seeing your ads
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When did Customer Match launch?
Launch Date
September 2015
October 2013
October 2013
April 2017
June 2017
NA
NA
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@gmail
@outlook
@hotmail
Upload Email Lists Matching Process Targeted Audience Advertise
How does Customer Match work?
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What do we need to match at a minimum to target the audience?
Match Rate Minimum
1,000
20
20
300
100
NA
NA
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On average Google match 50.40%
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Wordstream uploaded 360k email addresses; these were the results
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You want to cleanse & segment the data before you upload it
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Segmenting the customer database
Age and/or Gender
Location (country, city)
Month and year of purchase or enquiry
Lifetime value of the customer
Product or serviced purchased/enquired about
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Segmenting the email database
Age and/or Gender
Date of last opened email
Location (country, city)
Types of content they enjoy reading
Date of sign up
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Strategies for Loyalty
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65% of consumers say receiving rewards
impacts their purchase frequency
Source: Social Annex
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80% of shoppers would switch stores if offered a
compelling promotion
Source: Access Development
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How can we use paid media toencourage loyalty?
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These cover everythingAll Platforms
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Use dedicated landing pages for existing customers to show different messaging & offers
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Create a section or page on site to promote a loyalty scheme
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Ensure you always show reviews and testimonials on your website landing pages
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The major search enginesAdWords & Bing
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Stop customers going to a competitor using RLSA with competitor keyword bidding
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Offer unique discounts for existing customers and get them to appear in ads they see
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Stop showing new customers offers in ads or landing pages to your existing customer base
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Use search ads for Brand+Loyalty Scheme terms to drive traffic to your site rather than another
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Things we can’t do on BingAdWords
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Add special offers in Shopping Ads that only existing customers can see
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Run Promoted Pin adverts to existing customers with offers to bring them back in the store
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Aggregated reviews automatically appear in search ads and make them stand out
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Customer Match with Gmail Ads can be great for promoting loyalty schemes to customers
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Upselling to existing customers with related product ads using Gmail Sponsored Promotions
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Create urgency in ads using Countdown timers to include repeat offers for a limited time
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Segment your customers into purchase month to target and encourage repeat purchases
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http://bit.ly/campaign-url-builder-ga
Track email clicks and build a remarketing list to encourage purchases based on content read
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Use App Engagement on the Search Network to entice customers to use your app
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App Engagement on the GDN can also be used to encourage customers to use the app
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The biggest social networkFacebook & Instagram
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Remarketing to showcase relevant additional products a customer may buy
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Messenger Ads for customers can be used to promote repeat purchase deals
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Lead Gen Ads are great for encouraging existing customers into your loyalty scheme
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Target your loyal blog readers with a thank you message, then an eBook and then a sale
http://bit.ly/jon-loomer
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It’s not just for B2BLinkedin
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Run a Sponsored InMail campaign to promote new product or service launches to customers
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Lead Gen Ads on Linkedin are also great for encouraging signups to your loyalty scheme
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Use the traditional ad formats to show relevant products or services and encourage repeat buys
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Final Words
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You work hard and spend budget to obtain new customers
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Take full advantage of the audience targeting options
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Get paid media teams working with other teams to share
audience insights
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This isn’t the future. This is now. We need to embrace it.
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http://bit.ly/increase-lifetime-value
Customer Loyalty Strategies
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SamJaneNoble
View the slides here:
# D M S S O
http://bit.ly/sam-noble-dmsso
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SamJaneNoble
Thank you for listening.
# D M S S O
C O N T A C T D E T A I L S
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