Have you ever noticed that some ads follow you around for days like a bad smell, after you only clicked on it for a few seconds. Well that's called retargeting.
And it's a shame that it's done in such a sloppy way, as when it is used properly it can be an extremely useful tool for landing new clients, this is as usually it takes people more than 1 look at your business to guarantee the sale so when you put yourself repeatedly in front of them showing your value, you increase the chance of sale massively.
As unless you're selling something like a drink or a chocolate bar people don't randomly buy from you, there's a process to it. I like to call it the customer journey, it goes a bit like this.
Prospect realizes problem
Prospect Searches for solution
Prospect Finds a suitable solution
Prospect Compares with other solutions
Prospect Goes with best one
You as a business owner want to ideally be finding them in the second stage,
and converting them into a client right there and then, but there's one problem.
Attention spans, people can't focus on one ad long enough to decide whether they want it right there and then.
Solving the attention span problem
This is where the magical solution of retargeting comes into play, you can appear in front of them on Tuesday, then again on Thursday and then again on Saturday, and before they know it they find themselves unconsciously swaying towards your business.
This is because when you manage to maintain their attention for a long enough time period, they have the time to decide to choose you, rather than seeing you once and then scrolling before they've made a decision, then never seeing you again.
But we need to be strategic with this. I want you to be posting 3 unique ads towards them, as it's no good them seeing the same ad 3 times, that won't help anyone, it will just bore them into choosing someone else, we don't want that.
You need to continually provide proof of value to them and make sure every ad they see describes a new way you can help them, as we want them to know that we do have value to provide to them and we're not just looking for their money.
I'll talk about this more in the future, but for now i want you to try out retargeting and see how it works for you, if you don't have the time feel free to get in contact and i would be happy to help.
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