A Case For Retargeting and a Simple Website Tool That Ensures The Leads You Foster Don't Slip Through Your Fingers
Great job on your site! You’re one of the smart ones that realizes a good website is one of the most leverageable assets your business has in today’s economy. Kudos to taking advice and employing sound strategies to generating quality traffic, as well as monitoring lead generation and cost per lead.
Now you are ready to turn up the gas a bit and make sure leads you generate in your industry are not falling through the cracks and over to competitors. There are two very simple and effective tools you can employ right now to ensure you keep the leads you work hard and spend money on acquiring from going to the dark side.
A Case for Retargeting
As a smart one, you know it takes continual work to get potential customers to your site, and you also know you’re not the only one out there vying for their attention.
Let’s say someone is planning to remodel their kitchen and looking to lock up a contractor. The suggestion from their neighbor leaves them scratching their head, so they go to their trusted friend Google:
Now let’s say you’re the contractor and you’re doing the right things to get yourself in the prominent positions on Google, but also not naive to think you’ll garner all the traffic from every search. How do you stay relevant?
Retargeting is a great way to make sure you stay in front of “missed opportunities.” According to eMarketer, 58% of online buyers notice retargeted ads.
Now let me back up and explain the two types of retargeting so we can get a clearer picture of how each work and how you can effectively employ this tactic to increase your customer acquisition rate.
The first type is search retargeting, and works like this: someone searches for a product or service they need, like a contractor for their kitchen remodeling project. They’re not making a purchase right then and there, but they do want to get a sense of who’s going to fit the bill. Part of the research process will entail searching and surfing online (factors they’ll take into account in this stage will be the quality of the site, photos of past jobs, online reviews and reputation, friends' recommendations on Facebook and how easy it is to contact them).
Let’s say they’re looking for a particular design for their kitchen and they visit several sites, but none seem to jump out at them. Then, later, they’re checking their email on Yahoo or reading the latest headlines on nytimes.com and notices a really nice looking ad pops up with just the style of kitchen they’re looking for, welcoming them to visit your site.
Boom! That is search retargeting- displaying compelling ads across vast networks based upon someone searching by relevant keywords. It’s a great way to stay in front of those searching for you, but who may not have clicked on your link during the initial search.
There are multiple benefits. For one, you can conquest competitors. You can show ads and ensure people know you are a valid, and perhaps better alternative, when someone searches specifically for that competitor’s business name. You also make sure you build strategic brand awareness, so that when they search your category again, they are more apt to click on your link than competitors, because they will have recognized your business name. It also raises your professional profile by displaying a nicely designed, relevant ad on a major website. It makes you stand out and shows you care about your business.
Site Retargeting (or remarketing) is what most people have probably experienced over the past few years. Remember those pair of shoes you abandoned in your zappos.com shopping cart? Yep, funny how they follow you around the web. That’s site retargeting- you were on a website and now you are being remarketed to, particularly if you did not convert.
There are great companies out there that focus on one or the other. For instance, AdRoll is a great provider of Site Retargeting and Chango offers a robust search retargeting platform for large businesses. However, as a small- or medium-sized business, you really should employ both services in one affordable platform.
There are practical uses for Retargeting for all business types, whether you are a home services business, an auto dealer, a repair shop, a photographer, an attorney, a multifamily community, a realtor, a financial advisor, a dentist, a plastic surgeon...the list goes on.
Don’t Stop There- A Simple Cure
You work hard and spend money to get qualified visitors to your site, now is not the time to let any leads slip through the cracks because you don’t have the right tools on your site.
Employing live chat ensures you convert as many of your website visitors into leads as possible. Why leave things to chance? Live chat is simple to implement and a good live chat service should have the following elements:
- Available 24/7. Nothing is more annoying than seeing a live chat window pop up to only display “a representative is not available at this time.” Stop trying to do it yourself and use pros!
- Understand why you are using live chat. Big brands and ecommerce should use it as a customer service tool, but local businesses should turn it into a lead generation tool.
- It should be a pay-per-lead service, with you only paying for new prospects, not when a current customer utilizes it.
- If the chatter wants to talk to someone live, it should have a “call connect” feature.
If you want help ensuring you don’t let any more leads slip through the cracks for your business, let’s set up a time to talk about a strategy. Call: (941) 735-3600 or contact me today.