Don’t tell them what they DID
We were talking yesterday about remarketing being the guy with a flyer outside your shop.
The question is: what should you put on your flyers? Or in other words, what should you say in your ads?
We’ve all been remarketed to badly. We’ve all been haunted around the internet by some website we visited one time. So what’s the right way to do it?
It helps to start by thinking of your marketing as a series of steps. Nobody ends up on your website by accident, so in the previous step something caused the visitor to stop what they were doing and go to your website. Your remarketing ad then needs to show them the next step, which may not be the thing they just looked at.
Most remarketing ads show you what you just looked at. Which is kind of creepy. If a remarketing ad simply repeats what you have already said ‘no’ to, then the ad is likely to be an annoyance, not a service.
We aren’t trying to annoy, follow, stalk, or otherwise creep anyone out. We’re trying to remind and serve. You serve people by putting the next helpful step in front of them, not by reminding them of what they just looked at.
In the words of David Ogilvy, your customer is not a moron. They’ve seen your offer, and for whatever reason they said ‘no’. Repeatedly showing it over and over is not very sensible. Have a think: what would convince them otherwise? How can you sweeten the deal, even if you’re just asking for an email opt-in? Might you need to educate them first?
The next step may not always be a sales step. In some circumstances it can be better to link to a video, or blog post. If the visitor didn’t convert because they don’t understand your topic well enough, you have to educate before you can sell.
Clicks are expensive, so there is some nuance to getting this balance right. More on this tomorrow.