Re-marketing

There is also some clever tech to aid you to take people along your funnel.  Like all the other technologies I’ve mentioned in this guide, I won’t tell you how to do it, but rather make you aware that it exists so that you can go find the latest up-to-date tutorials and guides.  Two particular ones you might want to look at are Facebook retargeting and Google re-marketing.  These are both services the platforms offer which will display your advert to people who have already shown an interest in you.  The concept will already be familiar to you I am sure – you look at a product on Amazon or on someone’s website and the next time you log in to Facebook there’s an advert for that product in your newsfeed.  Or an advert for that company follows you around the web for the next few days.

As well as being annoying, they can also be effective.  When we’re searching for a product we often look at lots of different websites, and getting a reminder later can be enough to make your brand stick in a potential customer’s mind above the others they were looking at.  Or it might be that you were browsing over your lunch hour and got distracted, so seeing a reminder on Facebook later about what you were looking at can prompt you to pick up where you left off.  People can take a long time to make their mind up before buying, so this can be a great way to prompt them to take the next step quicker.

Installing a snippet of code on your website will also allow Google to start tagging visitors to your site, then show them your advert after they have left your site.  If you are using Facebook’s retargeting service you can go one step further and actually upload your customer lists to the platform.  Then, if Facebook finds an account registered with the same email address it will add them to your campaign’s audience.

Re-marketing isn’t just limited to the digital world.  If you have a list of past enquiries that haven’t turned into customers yet, then do re-marketing the old-fashioned way and send them a leaflet in the post.  These are people who are already aware of you and have familiarity with your product and so will be receptive to your message.