Push VS. Pull Marketing: How to use retargeting to get your customers to come to YOU
One thing we can all agree on is that promoting with Facebook ads can at times feel like trying to slug a massive rock boulder up a massive hill: damn near impossible, and in hindsight definitely not worth the sweat.
If you’ve been involved in Facebook marketing for a while, you know that the algorithm is constantly shifting. Cost per acquisition feels like it’s rising faster than the water levels in our oceans. To thrive in this profession, you have to stay on your feet and be ready to constantly adjust your systems. But there’s one massive avenue for closing sales that it seems like everyone has forgotten: retargeting.
I see a lot of campaigns doing a stellar job of this in the first three weeks but then they drop off entirely. And this is a BIG mistake.
Closing the conversation before your customer has had a chance to build trust with your brand means shutting the door on a world of potential.
Think about it as if you were the client:
If somebody you barely knew followed you around for 21 days ordering you to sign up to their course or register for a free download, you’d be much less inclined to want to spend money on them than if somebody you trusted and have built a relationship with made the same offer.
From what I’ve seen in both research and industry experience, the average time frame from first click to first order is 43 days.
That’s double the length of the average retargeting campaign just sitting on the table, being left for somebody else to nurture into a sale.
And this is a fast closing time compared to some of the high ticket offers I’ve worked on, which saw people waiting up to 18 months to first make a booking!
The reality is, as nice as it would be to believe the Facebook folklore that you don’t need an audience and can turn any new subscriber into a sale in the first 48 hours – it’s just not the case.
I mean, 1-2% it is – but I live in the real world, and in the real world it looks a lot more like the other 98%.
So how do we fix this?
The first step is to adjust your “mindframe”.
Instead of seeing your customer as somebody you can shove through a funnel and push into a sale, remember that they want to be wined and dined a little before they close the deal!
Adjust your expectation for the timeframe. Crack those knuckles and get down to work expanding your funnels and brainstorming creative ways to position yourself as an expert who brings value to their life before they even buy from you. Most importantly: customers can smell desperation, so make sure you don’t come across like you’re dying for the sale.
If you feel like you’re not getting any sales, start letting them come to you. Set up retargeting campaigns designed to build a relationship of mutual trust and value.
Say goodbye to only having access to your customers for a short period of time when they might be ready to buy but also might just be really stressed about their next mortgage payment.
Say hello to starting something that’s ongoing and means you’ll be there when they’re ready to sell.
And when you do make those sales, it’ll be that much sweeter knowing the people buying from you are those who see true value in your product.
Important pitfalls to avoid:
A lot of accounts I’ve audited leave most of their later retargeting to email marketing, and this is a key reason why sales start to drop off.
These days, it’s estimated that only 30% of subscribers actually open their emails, and then the click through rate drops down to about 5% so the wonderful offer or sales page you’re trying to promote gets lost in their inbox. Only 1 or 2 people out of 100 emails you send will click through … you can do better.
The solution: Facebook marketing
I promise I’m not just saying it because it’s my job – Facebook marketing is the bee’s knees for making sure the person you want to see your ad sees your ad.
As we said before, there’s 98% of people who are interested in your product but not enough to buy … just yet.
This is the perfect way to nurture a relationship with them over time and make sure that relationship doesn’t get lost in a chain of email threads.
The more you connect with this 98%, the further your profits will increase. Instead of trying to force somebody who’s not ready into a rushed sale they’ll most likely regret, you can share your values with them over time and establish yourself as a genuine authority in your field – THE person they will trust to solve their problem.
Ultimately, it’s about constantly being in the mind if your ideal client.
How you do this is up to you. It doesn’t always have to look like an ad. Sometimes, that’s what works best. Just focus on whatever you can show customers about your brand that will identify you as the only logical choice for your product, and the rest will follow.
And remember: brand awareness is only part of it. Definitely do that, and continue to do that, but start to shift your focus more to your client.
What do they want?
What can I do to build their trust?
If they’re on the fence, how can I subtly persuade them otherwise?
In the end, it’s just about being there when the day comes that they’re ready to buy.
The takeaway of this is that we need to expand our funnels to work in the long term.
Stop blocking yourself from potential sales because you don’t want to put in the work. If you give your clients some time and trust, the quality and quantity of your sales will drastically improve. Also, don’t put all your eggs in an email marketing basket!
If you’re reading this and thinking, “Ouch – the 21 day funnel took so much brain power, how am I going to even start building a journey for up to a year?” don’t lose hope.
The truth is, the best kind of marketing does require dedication and – like I said – constantly focus and adjustment. In order to properly set up your business to nurture clients, it might be worth allocating an in-house ad strategist to focus on doing that one thing well.
I can’t recommend it enough – I’ve seen time and down again companies go from struggling to raking profit in just by making this simple adjustment to give their marketing the nuance it requires.
If you’d like to know more about having your own in-house ad strategist, reach out to me or head over to Social Charlie and connect with us. We’ll help you find your next sales rockstar or even show you how to become one yourself.
Until next time,