Google Remarketing Strategies to Take your Leads Down the Sales Funnel
Google Remarketing Strategies have proven to be beneficial for many businesses around the globe. Though it has minor implications (as marketers report), better optimization and doozy strategies can make your Remarketing campaigns successfully convert leads into customers. But of course its not a piece of cake. It requires immense patience and dedication to actually achieve the online marketing goals of your business.
Here we have discussed a simple Remarketing Strategy in the context of an Education Business. This will help you get an idea about how you can strategically optimize your remarketing campaigns to take down your leads through the sales funnel. There is no hard and fast rule that marketers must design Google Remarketing strategies according to what is said here. I have just tried to lay down a small map to help you plan a remarketing strategy to target your audiences better.
To begin with Remarketing one has to first create an account on Google Adwords. Running an ad campaign on Adwords will help you attract leads to the website from different sources like Google Search and other display networks.
Now let’s assume that you have a Marketing Company which specializes in Lead Generation Services and Email Marketing Tool. So to attract leads to your website you decide to run a Google Adwords Campaign.
Stage 1: Attract Audiences
Structure your first ad campaign using two different ad groups. One on Lead Generation and another on Email Marketing. Highlight the product features and service offers through the ads. Target audiences on the search engines and attract all the interested leads to your landing page or website (run your ad campaigns for a month or two, to analyze the results better).
The image below is an example of Google Adwords ad campaign that appear as sponsored links on the search engine.
Now you can apply Google Remarketing Strategies to your Adwords Campaign and engage your leads to push them down the sales process. Follow these steps to create your First Google Remarketing Campaign. Next you will have to create a remarketing list (Homepage Audience List) that consists of all the leads (visitors) who had already visited the homepage of your website or the landing pages of your first Adwords campaign (which ever page you might have redirected your audiences to).
Stage 2: Engage Leads
Create a new Remarketing ad campaign next. Lets say, a Free E-Book Download ad campaign for leads who have already visited your website (or the landing page of your first Adwords campaign). Make sure it targets all the leads in the Homepage Audience List. This ad will follow and appear to all the leads throughout the Google Display Network and help you take your leads down the sales process.
The image below is an example of how Google Remarketing works. Click on the image to know more about it.
The next stage involves creating another remarketing list for those leads who have clicked on your Free E-Book Download ad campaign and visited the landing page. Now here it may get a bit complicated as you may have to divide your leads into two categories:
Lead Category 1:
This category includes those leads who did not download the Free E-Book even after visiting the landing page. This group of leads did not complete the sales process and simply left the page. So you can put them into a new Remarketing List A that targets customers who did not download the E-book. Now you can create a new remarketing campaign which will keep reminding them that they have to complete the sales process by downloading the Free E-book. Show them the benefits of downloading the E-book in this ad and keep your fingers crossed.
Lead Category 2:
These are the leads who provided their details and downloaded the Free E-book. This group of leads must be categorized under a separate Remarketing List B which targets people who successfully downloaded the E-book. These leads have shown interest to know more about your product or service and thus, can be filtered down to the next stage of the sales pipeline.
Stage 3: Nurture Leads
At this stage you will have to nurture your leads with more attractive offers and benefits of using your service or product. So you may just offer a Free Trial (with limited features or for a limited duration) of your software to them. So you can create a new ad campaign with a CTA that offers a Free Trial of the software. This will help you to filter down a few interested leads who might try out your product to explore its features. Now at this stage again, you can categorize your leads in two separate categories:
Lead Category 3:
This group of leads are the ones who did not sign up for a free trial. This group of leads did not complete the sales process and thus, will be put into a separate Remarketing List C. You can again create a remarketing campaign for this group that will remind the leads to complete the sales process and follow them everywhere.
Lead Category 4:
These leads are the ones who signed up for a free trial of your software. They are your prospective customers who have showed interest in your product and services so far. These leads may be really small in number as they have been filtered down the sales funnel. So you can put them into a new Remarketing List D of leads who are now qualified to enter the next stage.
Stage 4: Sell
This is where you can try selling your products to your prospective customers. You would want to take your leads further down the sales funnel and make a purchase. The remarketing campaigns must now highlight the benefits of purchasing (or buying a subscription) your product. This stage will include communicating with your leads through email marketing, tele-prospecting and product demos. When it comes to buying a product or a service, people prefer to get double assured of the advantages it provides. So you will have to have patience and be prepared for the worse (at max they might just deny taking up the subscription).
For the leads who did not yet convert into customers, you might have to keep nurturing them with regular follow-up calls and emails. This is where you require more patience and will power. You need to showcase the benefits of subscribing for your product or service. Convince them to buy your product and complete the sales process. So more than remarketing strategies, direct communication would be profitable.
Stage 5: Deliver Service
The leads who agreed to buy your product or took a subscription, have completed the sales process successfully. You will now have to deliver impartial service to all your customers and keep up to their expectations. Your motive, henceforth, will be to win back your customers loyalty with each new offer that you generate for them. While you keep doing your online marketing tasks to attract new leads each day, you will also have to keep a track of your customers needs and satisfaction.