Retargeting 101 - Why it's Essential for Your Small Business
What is retargeting marketing?
When you work with the LocalBuzz magazine we help bring in new leads. What a retargeting
campaign does, is turns those new leads into repeat customers. This way once you sell the lead the first time you stay in contact, so they work with your business on a regular basis. What ends up happening is this one lead that you get from your marketing, whether it's from our magazine or any of your other marketing avenues, it turns that sale into not just a one-time sale but a recurring sale.
Marketing budgets are extremely important during this time. We encourage you to get lean and mean to make sure your business is not just surviving but thriving.
This year having a strong retargeting campaign will help grow your sales at a very cost-effective rate.
How do you do that?
There's a couple of different, really well-practiced retargeting campaigns that you can put into place. One is a VIP offer (a very important person) and what you end up doing is rewarding your customers for reusing your service.
You can do this by:
Offering a discount.
Letting them know about other products and services that you offer. Example: Someone calls you to come in for a gutter cleaning service. You go in, you do their gutter cleanings and then during the summer you have a power washing business. You retarget that customer and let them know about your power washing business so now that one client who was a gutter cleaning customer, is now gutter cleaning and power washing customer. The benefit is you have a yearly service that you're going to retarget them again next year saying, “Hey it’s time for your gutter cleaning.” Now a customer that came in through your advertising funnel changes from a one-time client into a repeat client.
Add-on bonus or service for the other things that you offer that they may not have known about. Example: Maybe they needed a kitchen remodel when they called you the first time but now you can let them know about your bathroom remodel. Maybe it’s your granite kitchen countertop cleaning services.
Referral program. Example:This is one of the hardest programs to really start with a retargeting message, but it's also one of the most important. You take a customer that is happy with your product and service and you have them become your talking advertising. A great incentive for this is to give them a bonus so that they can use it on future services.
Now you know the four ways of turning a lead into a retargeting client. The goal is to have a combination of all four going for your retargeting campaigns, so you know what to do.
Now the question is how do you get from that stage to putting it into practice?
We have found there are three things that work the best.
Text message campaign - Use this as a way of reaching out and giving them helpful tips and tricks along with offers to bring them back as your customer. Don’t spam them, and make sure you have consent before texting them.
Email campaign – This allows you to send information on your business, updates on services, and special offers right to their inbox.
Pick up the phone and call – Direct and to the point. Sometimes all it takes is calling a past client and rekindling that connecting.
I know the first thing you're going to tell me is, “I am busy! I am running around taking care of my customers and my employees. Please help me automate this.” Glad you asked! Here are a few of our favorite providers. We are not affiliated with them in any sort of way, but we've either used them for our company or researched them.
Text campaign: https://simpletexting.com/
Email Campaign: https://mailchimp.com/
How are we going to put this all together?
First, you're going to take your current client list and choose whether it will be an email, a text, or a phone call. Whichever one you feel works best with your clients. Then choose one of the retargeting methods. It can be a referral program, reaching out into re-sign them up again for another product or service, or adding on another service. Don’t try to do it all at once. Pick one campaign and one way of communicating to see how that goes.
If you need help cultivating new leads, we have some amazing specials going on with the LocalBuzz savings magazine. Give us a call today! We are here to help you thrive in 2021.