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Have you ever looked at a product online and suddenly it’s everywhere?
Your Facebook feed.
Instagram feed.
The banner on every single website.
Mid-playlist, even Spotify is telling you about this amazing power drill you looked up three days ago.
This is called “retargeting” and hardly anyone is using it right.
They make it feel like a 1980s door salesman. You close a tab and here’s the same ad putting it’s foot in the door to ram the power drill down your throat.
It’s a shame it’s being used this way. Gives marketing a bad name.
Not only is there a right way of doing this, but doing it the correct way will boost your sales and get you more customers per every pound you spend on marketing.
Let me show you a way to use this without being annoying:
The reason for retargeting
In marketing there’s something called the “customer journey” and unless you sell something like a can of Coke or a packet of crisps, this is important.
It goes something like this:
Customer becomes aware of a problem
They decide to do something about it
They look up possible solutions
Customer picks an option and looks at possible suppliers
They pick a supplier and buy from them
Pretty straightforward, right?
There’s a lead up time from when they realise they need your services to when they buy from you.
We want to be there when they look up possible solutions all the way until they pick someone to buy from.
If we’re in front of them at the last stage (picking a supplier) we’re too late. They don’t know us, they trust your competition more than you… It’s bad timing.
If you’re doing marketing right the good news is you’re already going to be there in stage three.
The bad news is that they don’t go straight to buying. People have bad attention spans. I blame TikTok and others blame ADHD. Whatever it is, once they’ve scrolled on there’s a very slim chance they remember you.
So we need to fix this.
Tackling the TikTok brain problem
If someone is looking to buy your product and you’re there, in front of them, every single part of the journey… chances are they’re going to buy from you.
They know you. They trust you. Your name keeps popping up. You’re the go-to guy.
And this is what retargeting allows you to do. But only if done right.
We don’t want to do what everyone else does and ram the same ad, with the same image, and the same offer down their throats.
We need to show them something new each time.
New information, a new image, or a new video. Ideally highlighting something that your future customer should know about what you do.
We should be providing some sort of value, almost seducing them into becoming a customer.
In a dating scenario, if you keep using the same pickup lines over and over, the person you’re hitting on will get bored and think you’re weird.
And that’s how most retargeting is done. “Hey buy this power drill” over and over and over again.
Using psychology to get more sales
I said earlier you should provide value to your prospects. And it’s not just because I’m a nice guy, there’s a reason for this.
If you’ve had someone help you out before without asking for something in return, something happens in your mind.
You want to reciprocate the favour.
You feel like you “owe” them. Not in a debt type of way, but more in a “He helped me out, now I want to do the same for him” type of way.
And that feeling is similar to what you trigger in potential customers when you provide them with something valuable. You end up being the guy they trust, the guy they want to buy from.
Don’t use this in a sleazy way. Actually provide value to them.
Talk soon,
Shane
P.S. Everything I talk about is applicable to every single business, including yours.
If you’d like to see how me or my team would get you more leads, more sales, and more customers, fill out our form here <link> and we’ll be in touch shortly.
I’ll personally analyse your business and tell you what I’d do if I were in your shoes.
If you like the plan? Great, we’ll see if you want to work together.
If not? It’s all good. No harm, no foul.
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