Disconnected marketing ends up wasting a lot of money — you need a data-driven strategy that keeps delivering better results as your campaigns run. Amy Bishop, owner of Cultivative, set out her remarketing tactics in this actionable talk.
- Speaker: Amy Bishop
- Position: Owner & Digital Marketing Consultant
- Company: Cultivative
- Twitter: https://twitter.com/hoffman8
- LinkedIn: https://www.linkedin.com/in/amybishopmarketing/
- Slides: https://www.slideshare.net/AmyBishop1/brightonseo-remarketing-strategies-for-every-business-by-amy-bishop-171518114
What was the talk about?
Mapping your audiences makes it possible to polish your marketing materials and develop relevant messages for each stage in your funnel. Bishop explained the value of knowing the people you’re selling to, and detailed a variety of tips and tricks for refining your targeting.
She opened by noting that car salespeople don’t go directly to selling. They talk to their prospective customers, learning roughly what they want, then use that information to make them compelling offers. And not only can you do something similar through remarketing, but you can also get ahead of the curve using simple buyer personas in a spreadsheet.
The incredible targeting power afforded by PPC doesn’t need to stop with the delivery of the ads, because you can follow the selected demographics once they reach your site and continue to cater to them. Additionally, you can focus your efforts based on elements such as page depth (you may find that your conversion rate leaps up after a certain amount of time spent on your site, in which case you can boost your spending to further tap into that audience).
Using audience reports, you can see the long-term effects of your campaigns. This also makes it relatively straightforward to attribute value to events that are otherwise difficult to fit into a data-driven strategy. For instance, you can create a distinct audience out of everyone who downloads a free resource, then follow that audience to see how frequently it converts — if that one event seems to lead to a lot more conversions, you can value it accordingly.
“Any time you put trash upstream, it’s gonna come downstream.” If your remarketing isn’t paying off, it’s a good indication that your audience isn’t as relevant or clearly-defined as you thought. Remember that audiences change over time — you need to keep up.
Potential impact on the industry
This is a time of immense competition, and businesses are investing heavily in marketing as effectively as they can. Remarketing is all about working smarter, not harder — using data to look past the people who aren’t relevant or will never convert (and the people who will convert regardless) and spend money where it will actually make a difference.
If the coming years see more brands become aware of the need to analyze their marketing data more closely and clearly define their audiences, then everyone will benefit: shoppers will get superior marketing materials that actually suit their preferences, and businesses will sell more.
- You can populate ad copy based on audience. This is a great way to bolster the impact of your ads without needing a lot of work.
- Avoid spending money targeting people who are likely to buy regardless. Focus your resources on great prospects you’d otherwise miss.
- Build custom reports, then filter them by audience — the alternative of using audience as a primary view heavily restricts your options.