Don’t Overlook This Customer Demographic
It’s really common in the marketing world to buy advertising or target your marketing based on a persona, which I highly recommend. Your persona may be Bob who has a mid-manager job in technology who lives in the Midwest and potentially has two kids. Or maybe it’s Sue who is a young college graduate living in an urban environment who takes public transportation. We’re all used to this fact, but there’s a different kind of demographic box that can be really valuable in your marketing. It’s one that you may have never thought about. What if I could tell you that you could target your customers based solely on people who have been to your website before? You know nothing else about them. You don’t know if they’re Sue, you don’t know if they’re a Tim, you don’t know anything about them, but you know they’ve been to your website before. What kind of assumptions could you make about those people?
Carving out the friends and family who visit our site, if they’re a stranger and they’ve been to our website, what kind of assumptions can we make about them? Can we assume that they’re interested in our product? Can we assume that they know someone who does business with us and they’ve been referred? It’s actually quite a valuable demographic when you think about it. The good news is, and you’ve probably heard about it or you’ve at least experienced it, there’s a new technology called re-targeting or sometimes referred to as re-marketing. What happens is you set up these campaigns with ad networks such as Google Adwords or Facebook or any number of third party providers, and they actually drop a cookie on everybody’s computer (a cookie is a simple way of tracking you) who have actually been to your site and now when you’re on other websites like Facebook or the New York Times or any other website all over the internet and you keep seeing an ad for this company.
I bet you’ve experienced it. You looked into booking a trip to Hawaii and now everywhere you go you see vacation packages for Hawaii. That’s re-targeting. It’s such a simple technology and it’s so powerful and if you organize it the right way it can really make an impact on your marketing. I encourage you to go take a look at re-targeting or re-marketing. Think about how you can use it for your customers, think about how you can bring them back. We’ve all heard that idea of it takes seven times for somebody to hear a brand name before they remember it, and by the way sometimes it’s twelve, fifteen, twenty. It depends what article you read or who you ask, but we all are familiar with this native concept that repetition and frequency is key in marketing. Why not keep re-marketing to people who have already been to your website. It’s a pretty good assumption that they’re going to want to do business with you. Check it out, re-targeting, start with Adwords, maybe start with Facebook, those are the most accessible, and I bet you’ll be happy that you did.
Juicy Results is the Internet marketing agency for the Fortune Five Million and can help your company implement retargeting. Chat, call or fill out a form today!