Retargeting Your Way Into Your Customer’s Heart

It’s often been said that the best way to get a customer is to court them.  Yet, so few marketers do this at all, let alone do it correctly.  

In the dating world, most women complain that men are too aggressive.  They’re always going for the “close.”

This is what most marketers do…

  1. Here’s my compelling headline that will stop you in your tracks.
  2. Put in your email address on the form.
  3. Buy my stuff.

This is just like a guy doing the same thing to a woman…

  1. Here’s my cheesy pickup line.
  2. Give me your phone number.
  3. Let’s have sex.

Certainly, it’s possible that this approach will work some of the time, but the percentages are VERY low.

With the rise of retargeting on most major ad platforms, it’s now easier than ever to get your message in front of your prospects multiple times.  But for most marketers, they’re still taking the “aggressive man” approach…they’re just adding more “closes” to their sequence.

It’s a classic example of old-school thinking.  Sales 101 teaches us the “Rule of 7.”  Namely, that prospects need an average of 7 opportunities to see your offer before they buy.  Marketers have taken this to heart, and armed with their new retargeting capabilities, they are asking for the sale in multiple ways….over, and over, and over.

It’s akin to this dating scenario…

  1. Here’s my cheesy pickup line.
  2. Give me your phone number.
  3. Let’s have sex.
  4. Let’s have sex.
  5. Let’s have sex.
  6. Let’s have sex.
  7. Let’s have sex.

Needless to say, the extra budget spent on these increased exposures is a waste of money.  In fact, it creates “ad blindness.”  Ad blindness occurs when your prospect has seen so many of the same messages, that their brain automatically filters them out as irrelevant.  This is much the same as when a woman dismisses a man’s advances because it is obvious “they all want the same thing.”

The smart marketers spend their retargeting budgets wisely.  They understand that there is a dance, a “courtship” as it were, that must happen to win over their customers.  In fact, it’s just like dating…  

  1. There is be an initial meeting with a possibility of interest.
  2. There are another few “chance” meetings, where there is opportunity for both parties to get to know each other.
  3. There is an expression of interest.
  4. There is time to find out more about the other person, without asking directly.
  5. Then, there is a request for a date.
  6. Then, if that goes well, a few more dates ensue.
  7. Then, consummation.

With retargeting options available today, the smart marketers understand that a click can already be considered a PROSPECT.  Why?  Because, they will create an eloquent follow up of PROPER messaging, allowing them to COURT their prospect from the very first click.  Interestingly, it looks a LOT like the proper sequence in the dating scenario…

  1. You place your initial ad as an interesting piece of RELEVANT content.
  2. Your prospect clicks on it.
  3. Your retargeting strategy allows your prospect to see more relevant content, with an opportunity to enter their information to learn more.
  4. Your prospect sees multiple styles of content….articles, videos, etc.
  5. Eventually, after a few exposures, your prospect becomes familiar with you, feels comfortable with you, and starts to understand that you can help them.
  6. Your prospect now opts in, and continues to see content, as well as receiving email messages from you.
  7. Your prospect now really feels they know you, and becomes a customer.

This situation, allows your customer to buy, rather than them feeling like they are being sold.  

Overall, even with increased costs of exposure for retargeting, when done correctly, this will LOWER your ad costs, and will create very happy and loyal customers.

In the end, it’s JUST LIKE DATING!

Join us this week for our SMAG M.O.B (Social Media Ad Genius Monday’s On Blab) where we will be talking about how to use retargeting to attract more customers. Click the banner below to get plugged in…

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Jeff Schechter

With the soul of an entrepreneur, and many business ventures under his belt, Shecky is the Marketing Director at Black Box Social Media LLC, (BBSM) an online marketing company that uses the latest digital marketing strategies, such as video marketing and pay per click marketing, to allow businesses to get found and generate leads online. Shecky is passionate about training and coaching other entrepreneurs to achieve high levels of success in their own online marketing ventures.

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About The Author

Jeff Schechter

With the soul of an entrepreneur, and many business ventures under his belt, Shecky is the Marketing Director at Black Box Social Media LLC, (BBSM) an online marketing company that uses the latest digital marketing strategies, such as video marketing and pay per click marketing, to allow businesses to get found and generate leads online. Shecky is passionate about training and coaching other entrepreneurs to achieve high levels of success in their own online marketing ventures.

4 Comments

  • Lori

    Reply Reply January 31, 2016

    Great article Shecky! I love the comparison of sales to dating. The importance of getting someone’s trust is huge, and we all know that trust is a key factor in sales and dating. Thanks for the share!

    • Jeff Schechter

      Reply Reply February 20, 2016

      Thanks for your positive feedback!

  • Rocky

    Reply Reply February 1, 2016

    Jeff – you nailed it on the head! I love your ‘let’s have sex’ comparison. Hilarious.

    • Jeff Schechter

      Reply Reply February 20, 2016

      🙂

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