by | Jun 24, 2021

Local Market Monopoly Episode 45

Baby Come Back Retargeting Machine

Disclaimer: The transcription below is provided for your convenience. Please excuse any mistakes that the automated service made in translation.

Clarence Fisher: Welcome back to Local Market Monopoly. It's Clarence Fisher. And I'm your host. And you know, the last couple of weeks I've been trying to go through like you use notes and stuff like that. And it is totally throwing me off. I know you were listening to the, to the past intro and you were like, man, what the heck? He doesn't know how to read a teleprompter? No, I don't. Uh, maybe I'll get better at it. I don't know. But for right now tossing that, what we're, what we're talking about this week though, is staying top of mind of your prospects. We're going to dig into retargeting. And if that sounds super technical, don't worry about it. It's all the rage right now. All the cool kids are doing it. We're going to break it down in a way that you can understand. What basically it's going to allow you to show up and stay top of mind for your prospects, nurture relationships, get them to buy from you instead of a competition, even though they've left your website. Okay? So if all this sounds good to you, don't, you're not going to break a sweat. I promise you. It's not going to be too tactical. Stay tuned. We'll be right back.

Intro: You're listening to Local Market Monopoly with Clarence Fisher, uncovering the tools, tactics, and strategies the most successful small businesses used to their local market and own the block.

Clarence Fisher: All right, here we go. Now I will tell you upfront that the idea of this, the strategy of retargeting, you're going to get no problem, but the technical know-how you're going to. You're the technical part of it. You will need to know a little bit of technical. I have a little bit of technical skill, or if you have someone who you have a web person, which most businesses, most people listening to this, do you do have a web person just contact them and say, Hey, we would like to start retargeting and there you're going to hear this.

Clarence Fisher: And they're going to be so glad that you called them about that. If you don't have anyone, of course, you know, we can help you just go to localmarketmonopoly.com. Alright, so here we go. Talking about retargeting. So a lot of times retargeting will come up. If you are less than impressed with the conversion rate that you're getting out of your website, here is a known fact that 98% of the people who visit your website are not going to call the very first time. So they're leaving, right? And if they're leaving, it just makes sense that we want to bring them back., Baby, come back! And we do that with retargeting, by putting your ads or an ad for whatever service they visited or product that they visited on your website, back in front of them. It's the same thing that Amazon does now.

Clarence Fisher: Really all, all the cool people are doing it right now. Like I said, I remember back in the day when Amazon first did it, I was, I don't remember what I was looking for, but went to Amazon, looked for it. And then when I left, I just started seeing the ads. I started seeing pictures of the item that I was looking for. And it was, Hey, you know, come back and finish. I mean, did something happen? You know? And I'm like, oh, okay. So where I was like, ah, I probably don't need this right now. Let me think about it. Well, dad, this thing is everywhere. I can't stop thinking about it. And he goes, what I did, I just, I went and I purchased it because they were not going to let up. They were not going to stop showing me the ad.

Clarence Fisher: And that's what we do for you. I know it sounds a little creepy. Uh, believe me, we're going to cover some stuff in later episodes that we have access to. Now they get super-duper creepy. I mean, think about, think about this. Well, I guess we're talking about retargeting so I can share this with you. We can now not only show an ad to a person on say Facebook or a person on say, they go to their favorite website and they see the ad, but we can now retarget him on their radio station. That streaming radio that they're listening to say, you know, imagine this, someone goes to your website and then they leave. They see your ad then on Facebook. And then they go to, I don't know, the weather channel, check the weather. Then they see that service and ad for that service on the weather channel.

Clarence Fisher: And they're like, oh, okay. All right. Then on the way home, they're streaming iHeartRadio or something like that, or wherever Pandora, let's say, Pandora. And they hear a radio ad. Then when they get home, they turn on, they turn on the TV and the streaming video and they see your TV yet. Now that's major omnipresent retargeting. And so, I mean, we can get, we can get deep, deep into it. And it's all done by doing this one thing that I'm going to share with you right now. How does it work? You put a pixel what's called a pixel piece of code on your website.

Clarence Fisher: That's all you gotta do. I know, I know it that's super technical, right? Again, if you have somebody that can do that, just have them do that. Of course, the backend, you know, running the ads and all that stuff get a little bit, a little bit or a lot more technical, but really all you're doing is putting a pixel on your website. What I want to share with you right now is also, you know, you want to think about the strategy because they've already been to your website. So you possibly don't want to kind of retarget them with the exact same offer. Think about retargeting them with a different offer, sweeten, the sweetened, the pie, you know, give them add something. Of course, that's just not going to make you broke. But think about that. They've already seen what, whatever offer you have and was not convinced.

Clarence Fisher: So you can go with the, Hey, did something get in the way the live get in the way that's the old school example, or you can go with more education, you know, maybe they need to be pushed out. They need to nudge and they just need more education. So send them to a report or blog post or something else where they can get more education on what they're looking at. Maybe it's a deadline offer, but just whatever it is, just, just imagine they're already familiar with you. Okay. So kind of kinda map that out. But then after you have your strategy, you have your offer, you know what? You're going to retarget them with, which, I mean, I'll tell you, you can create different audiences. And this is a good idea too. So you have that offer that, that you're retargeting them with also retarget.

Clarence Fisher: Think about retargeting people with testimonials, social proof that they should go ahead and call you because other people have. That's a great thing to retarget people with not only just the offer but mix in there. Some client testimonials, some customer testimonials. Okay. You can also, well, we talked about blog posts. So you know, stuff that positions you as an authority, but you put that pixel on every single page of your website. At the very least you want one ad that is kind of a bucket ad, but as you get more experienced with it, and as time goes on and you're working with your person, your marketing person, you can break these out per like per page per service, right? So the most awesome thing would be, have a specific retargeting ad for each service or each product that you have. Then also, you have customer or client or patient testimonials of people who have used that service and use that product.

Clarence Fisher: Do you see, are you getting you're getting sided. Okay. Right. You're saying what I'm talking about. So you can also use retargeting to cross-sale related products. You might also like you've seen this, you know, you go to Amazon, I'm going to keep just selling Amazon stock here. If you can, you can go to Amazon and say, you're looking for you. Wouldn't buy a lawnmower on Amazon, but let's just say, you go to your local lawnmower dealer and then you leave. And they're not only showing you a lawnmower, but they're showing you weed eaters and all other things that, that you need for your lawn. Okay. So use it to upsell used to cross sale. Then also you want to make sure that you use something called frequency capping. Now take note of that. And when you call your, your marketing person, when you discuss this, make sure you bring up frequency capping. What this is is you don't want to get on people's nerves and show your ad a thousand times to the exact same person you want to cap it.

Clarence Fisher: Now on, we used to switch ads. If somebody saw something, you know, five, seven times, and then we started breaking it down to where, Hey, if they saw the same ad twice, but you really want to look at the reports because sometimes on retargeting or remarketing as what Google calls it, Facebook calls a retargeting. Sometimes, you have to let it go. Let that frequency get a little high before people start taking action. I mean, you've heard the, you need to see a message seven times. So it's going to be really important to just pay attention to that every month and see how long is it taking for people to respond? And if you're getting negative comments or are on Facebook, they're saying, Hey, we don't want to see this ad anymore. Then you know, you're retargeting too much. Okay. But the point is, let's go, let's close it out with the strategy.

Clarence Fisher: That's all the technical stuff and have this conversation. But with the strategy is, 98% of the people visit your website, they are leaving. So if you do not have a retargeting strategy, if you're not using retargeting, I'll just put it like this. You're losing money. It is something, every single business needs. Now I run into a lot. A lot of businesses will say, Hey, it feels like I'm just spending that money because I, for whatever reason, fewer people are there, you're not able to track every single person. But think of it like this, your phone's ringing now, and you're busy and you don't know why, but you have a retargeting campaign going, okay. Maybe people are not filling out the form or calling the tracking number that's the retargeting page, the page that you're sending them to, but your authority is growing.

Clarence Fisher: You're staying top of mind, especially at a local level for people to see you all the time everywhere. There's something to that. So I say that to say when you're looking at your reports, if you say, Hey, you know, and this is especially in our local market. Few people are filling out this form. You have to think about, start looking at how many people are coming back to your website, reading your website, reading your blogs, and then kind of take that into consideration with your overall business. This is part of making you an authority in your market. Definitely. So look into it. Don't just take my word for jump on Google or wherever look into retargeting. Why you should retarget, why you should remark it and get it going on your website. All right. So tell your marketing person, if you want us to help you definitely, we can help you with that. Next week, we are, what are we talking about next week? Oh, website speed. And why you should be paying attention to how fast your website is especially now that Google's rolled out their new update and you will. So you want to be around for that. All right. Well take what I shared with you and go market in a way that you're going to own the block. I'll see you next week.

Outro: We appreciate you listening to Local Market Monopoly. Be sure to rate, review, and subscribe to the show and visit ClarenceFisher.com for more resources that will help you dominate your local market and own the block.

Host

Clarence Fisher

Resources

Website: www.TulsaIM.com

LinkedIn: ClarenceFisher.com/LinkedIn

About This Episode

Want to stay at the top-of-mind of your local business prospects? Without a doubt, retargeting is where it’s at! 

In this episode, Clarence discusses how local businesses can use retargeting to stay in touch with prospects, nurture relationships, and get them to buy from you instead of the competition.

If digging too deep into digital marketing tech terms like “retargeting” makes you break out into a cold sweat, this episode is for you. We break it down in a way that makes sense and show you how you can use the tool to make your digital marketing strategy more effective. Listen now to learn how to boost your local business conversions!

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