 How to use retargeting to make more sales, hey it's a fact 98% of the people that come to your website, your landing page, your sales page are not going to buy. That's not good. Now here's another fact, probably 90% of those people are going to buy at some point. So how do you sell to them? I mean if you're not selling those people and they're leaving your website, you're leaving huge, huge sums of money on the table. How do you fix it with retargeting? What's retargeting? I'm going to show you what retargeting is and how you can use it to make more money today and we're starting right now. Hey, I'm JR Fisher. Welcome to my channel. If you're brand new, we want you part of the family. Here's how you can become part of the family. Go down there and click that subscribe button and if you want to be a real VIP, smash that notified bell. Yeah, smash that bell and turn on all notifications and guess what? It makes you a VIP and I can notify you every single time I do a new video. I've been selling online since 2009 and I've sold millions of dollars, I guess so now, of actual physical products and digital products and on this channel, I teach you the tricks and tips that I figured out along the way and the things not to do so that you can get good results. Also, as a bonus at the end of this video, I'm going to give you access to a $97 course, but it's not going to cost you anything. It's going to be absolutely free and I'll tell you how to get that at the end of this video. All right, so let's get right on it. What is this retargeting thing? Okay, you want more sales? Of course you do. Everybody wants more sales. Everybody wants more sales, but the question is how do you get them? I mean, I know we have our advertising in place and we're running ads and we're getting people, but what if you could get your conversions up? In other words, what if you could get a higher number of those people that you already paid for to buy your product? That's what we're talking about when we talk retargeting. Now the question is, are your advertisements really reaching an actionable audience? Now, here's the thing. The major difference in just advertising and retargeting is retargeting, we actually are going after an actionable audience. And what's an actionable audience? Well, these are people that may have already interacted with you. Maybe they went to your website. Maybe they went to your sales page. Maybe they opted in for something you had. So these people had some type of connection with you and that's the people we want to retarget. Now, while it would be a great scenario to be able to run an ad and have people buy your product and that's the end of the story, it's not that simple. It's not that direct of a path. Sometimes people need more information. They need to be pushed a little bit. They need some bonuses maybe. They need to be reminded maybe. There's a lot of reasons for running retargeting campaigns. Okay, now here's a visual representation of how consumers interact with a brand before, during, and after they make a purchase. Now, take a look at all those touch point examples in the awareness and consideration stages. It shows that the buying process isn't necessarily a straight line. A consumer may stumble upon your website one day, browse it a bit and then just leave. And maybe a month or two later, they read one of your blog posts and they subscribe to your email list and boom, they're back again. And then, you know what, maybe they could call your business. They could talk to one of your sales people. They could talk to an operator and then they have a little bit more information. Maybe they go back to your website again. It's not a straight line. As a marketer, it's our responsibility to understand that process and understand that it's not a straight line. If we do that, we're going to be a whole lot more successful and we'll make more sales. Now, what I'd like to do is actually explain everything you need to know about retargeting so you can use this really cool tool. Now, make sure that your retargeting strategies actually have a goal, OK? Some people don't even have a goal for it. First, I want to cover all the basics. Now, retargeting ads are for people who have specifically been to your website or had some contact with your company. They already know something about you, OK? They are maybe lead generation type of ads or maybe they were download PDFs or something, but they had some contact with your business. Or maybe they just visited your web page and didn't do any action at all. The ads for these type of people are not as simple as banner ads that you would just use to target anybody. There are seven different types of retargeting methods and I want to go over each one with you. Now, with so many different ways to approach this marketing tactic, it's important to have a clear goal in mind. If you've ever done this before, I don't recommend you trying every single one of these techniques. Just pick one that you really like and just go with that one. All right, here's some examples of ones you can do. You can target people who have Google searches, right, that are relevant to your actual product. That's one way you can do a retargeting campaign. You can also target people who've already consumed some of your content on your website. So those are maybe pre-customers or they could be regular customers right now too. It could also be people who visited your website and didn't make a purchase, but it could also be people who are on your email list, which could be buyers and non-buyers. Now, knowing who you're gonna retarget, well, that makes it all the easier, but you've gotta have a really good understanding of where these customers are coming from. That's so, so important. If you have that, then you can set up your retargeting campaign and you'll get results. The goal of a retargeting campaign in general is really just to create more awareness and then eventually get more conversions. As you saw earlier, people aren't always ready to buy, you know, the first time they land on your site. Sometimes they need a little nudging. Sometimes they need to gather more information. Sometimes they need a little bit more time. There's many reasons why they don't buy the first time around. Here's something interesting that you probably don't even understand, but 92% of the people that come to your website, they aren't looking to make a purchase. They were just doing some research. People will often do a lot of research before they actually buy a product. And if you go into it thinking they were buyers in the beginning, you're missing the boat because what they really need is probably a little bit more engagement and a little bit more education about your product to push them over the edge to make them buyers. Now, what your goals are could be varied. You know, it could be driving customers to certain products. It could be getting them to subscribe, getting them to sign up for different services. But you got to decide that upfront because we got to know what those goals are. Just make those goals really clearly defined in the beginning and you'll be successful. By doing that, we get everybody on the same page and your odds of success are so much better. Pixel-based targeting is one of the most common ways to retarget people who've been to your site. Now, on the screen right now, here's an example of how DoHOP implements this particular method. Once somebody visits your website, a browser cookie is stored to retain that information. This is how you're able to find people who have visited your website. They're kind of like marked. Now you need to get a retargeting platform. The cookie will notify the platform and provide that consumer with your ads based on what pages they viewed on your website. Now, pixel-based targeting is great because of timing. What happens is once they visited your website, that pixel is put on them and they will almost immediately start seeing your ads as soon as they leave your website, which keeps your company in the front of their mind. But keep in mind, if you're getting no traffic at all right now, you can't use pixel-based retargeting because nobody's coming to your website. Now, list-based retargeting focuses on people who are already on your list. Now, it's not as common as pixel-based retargeting. However, it works really well. You can even focus on your existing customers. Those are great customers to sell another product to. Once somebody's bought from you, they're a whole lot more likely to buy again. You can segment these people into different groups and run different ads based on what segment of the audience they're in. Don't forget to update your ads. One mistake I see companies do all the time is they run the same ads over and over and over. They're not gonna convert 100% of the time. You have to change up your ads. You have to change up your images. You have to change up your copy. It's a constant thing. It's not something you do once, figure out a great ad and run that for years. It's just not gonna work that way. Now, consumers, well, they're smarter than they used to be. They're not stupid. They don't think it's a coincidence anymore once they've visited your site that all of a sudden one of your ads pop up, okay? So we have to be a little bit more creative than we used to be because they're a whole lot more educated. So what you wanna do is switch it up. If one of your ads is not converting with this group after a week or two, switch it up. Do a different ad. Come out with a different creative. Come out with a different text, a different offer. Something that's fresher because if you keep running the same thing over and over, they're gonna get ad fatigued. They can actually go in and turn off your ads to where they won't see them at all anymore. Now, here's an example right here. Take a look at this retargeting from Fresh Desk. It's simple and has a clear goal. Look at the CTA, the call to action button there. You see that? They are trying to entice the customer to download something they offer. Now, this could be targeted towards people who visited a specific landing page on their website or some other area. This ad is corresponding to a browsing cookie for that particular page. But what happens after someone sees this ad for a few weeks without converting? Will it eventually work if you just keep showing it to them? I mean, after a while, will you just beat them down? Probably not. You need to change it up. They probably won't buy, okay? So that's why you need to break it up and do something different. There are major differences between this ad and the first one above. Rather than getting the customer to download something, they are trying to encourage them to sign up for a free trial of their software. Different offer. Offering them something different can potentially increase the chances of getting a conversion. What you're gonna need to do is you're gonna need to A-B split test this. So you run half your audience sees one ad, half your audience sees the other ad, and then you figure out between those two ads which one's gonna convert the best. They could do a lot of things. I mean, they could change the color of their ad. They could move the call to action button. They could change what the button says. But the point is, they need to do something different or it's gonna get stale. The next thing is, by doing this, A-B testing ensures that your funnel is gonna be optimized at each stage. Now, the next thing you can do is create custom landing pages so that depending on which ad they clicked on, they're gonna hit a different landing page that's gonna be different in offer and color and message, whatever it is, but it's gonna be a completely different landing page. Now, here's an example of an ad I saw on Facebook. Now, it's obvious that this particular ad is focused on men because it says men on it. Okay, so they're obviously going after men, but if you go to the Lulu Lemon homepage, it's primarily directed towards women, which is entirely different. Now, sending customers here would be ineffective for that Facebook campaign. Lulu Lemon recognizes this so they don't do it. Okay, it would make sense. Instead, Facebook ads go to a customized landing page designed specifically for men. Here's what happened when I decided to click on the retargeting ad. Okay, so this page speaks to me more than the homepage. It's also directly related to the Facebook ad. They are promoting discounted men's clothing. Now, apply this concept to your retargeting strategy also. If you're pitching a specific product or service, make sure the landing page is like the ad. You see, the point is if you just send them to your webpage and they have to search your website to find that product, you're gonna lose a lot of sales. You don't wanna do that. What we're trying to do here is we're trying to focus on our existing customers. Your retargeting campaigns do not have to draw in new buyers. We can actually retarget people who already bought and just increase our customer value by doing that. Now, as I said earlier, and you remember in the beginning, I said, you wanna segment your audience. And when I say segment it, we wanna look at people who did buy and people who didn't buy because the ads we're gonna send to people who did buy versus the ads we're gonna send to people who didn't buy are gonna be different. Now, the benefit of retargeting your current and old customers is that they already have this level of familiarity with your company. They know you, they know your brand, and they're actually a little bit better to sell because they're easier to sell. They already have confidence in you. The more they know about your company, the more likely they're gonna be to actually buy the product. You can also do upsells and downsells and cross-sells with these people because they could be a different type of product from what they already bought, but it could just be related. Here's a great example of what I saw from American Express. Now, my wife is already a member of American Express and has one of their credit cards, but they are trying to pitch a new card to me. Rather than getting a new customer, it's easy for them to retarget me by offering me a card I don't even have. Now, of course, if this doesn't work and I don't get their card, I could potentially see an entirely different ad in a month or two from now. Now, the audience and target market for these ads should really be the type of people that are ready to act right now. That's why retargeting campaigns work so well. What you're doing is you're actually focusing all your advertising dollars on people who are already familiar with you and your brand and maybe your products. Now, if you're using the pixel-based retargeting, what you're doing there is you're targeting people who have visited your site but not necessarily converted yet. Now, you would think increasing the traffic to your site would increase your conversions, but it may not be the case. It may be that people need to get more information to buy your product. So just sending more people to your site constantly may just drive up the number of people that visited your site, not necessarily get your buyers. But if you go after those people who have visited your site and they already have some knowledge of your company, that could actually drive up your sales a whole lot better. Make sure you have a clear goal for your campaign. You know, you're gonna do several ads and you could do an ad that just doesn't convert. But don't give up on those customers. You know, after a week or a month or whatever, if they haven't bought, switch it up and do a different type of retargeting ad, then maybe that one will work for you. The problem is most people will try one thing and they just quit and you need to try several things because you don't know what's gonna work, but one of them will work if you try enough. Now, I gotta tell you this. When they click on your ad 100%, make sure they don't go to your own page. I know I did this. I was spending thousands of dollars years ago and I was sending everybody to my homepage and they would get there and they had nothing to do. So when you're running an ad, you wanna run an ad for a specific product and they need to go to a specific page that just offers that product. Not a wide variety of all your products and I know the thinking is, well, if I have a lot of products, then the better chance they're gonna buy, nothing can be further from the truth. You need to advertise a single item and it needs to go to that page with that single item on it to sell it. Now, if you follow these steps and you use retargeting correctly, you will increase your conversion. It's been proven, many companies do it, it does work. If it's not working for you, you need to go back, watch this video and make some changes that I talked about throughout the entire video. Okay, so you've got a game plan. You can do this. You can use retargeting. If you liked this video, give me a thumbs up, right? Don't forget to subscribe, that button down there and turn on notifications. Don't forget to click all notifications. That way you become a VIP member of the Fisher family and I can notify you every single time I do a new video. Now, I've got a course. It's an e-commerce course. It's $97, but you don't want to pay anything for it. You can get it for free. There's a link right below in the description. Click that link. No credit card required and you can start learning today. Thanks so much for watching this video and I'll see you in the next one. Hey, thanks for watching my video. Don't forget to subscribe to my channel and click that little bell right here so you can be notified every time I do a new video. Also, click on one of those videos there. Keep watching on my channel.