How to Recover Lost Leads with Remarketing Because….
96% of Your Website Visitors Are Not Ready to Buy!
Would it shock you to know that up to 96% of your website visitors are NOT ready to buy now? This is what a study by Marketo found. It’s really a ugly secret that few marketers or businesses want to look at. However, it is not impossible to recover lost leads with a couple of actions.
This is why we’re going to discuss remarketing for lost lead recovery.
Before we get started it’s important to understand why the amount of non buyer visitors is so high.
We know the problem is that the bulk of your website visitors aren’t ready to buy. But what if there was a way to stay present and visible to those previous visitors. Then you can be present when they are ready to buy.
With digital persistent presence, you can ensure that those who are not ready to buy now become your future customers.
Targeted Lead Visibility & The Rule of Seven
Many companies understand the idea that you need to be constantly visible (persistent presence) to shoppers. You probably also know about the widely accepted Rule of Seven. In short, the Rule of Seven states that it takes a minimum of seven exposures to your brand before a shopper is interested in buying from you.
To achieve visibility prior to the Internet meant spending quite a bit on shotgun print, billboard, and television advertising campaigns.
Now the objective needs to be a bit more focused. You need to stay present and visible to those who have already shown an interest by visiting your website. It’s worth noting that, you paid to get these visitors to your website so having them disappear for good would be a costly mistake.
Encouraging previous visitors back to your website, you can increase the likelihood of them ultimately becoming a lead.
But Why Do They Leave?
Take a moment and really look at your website. Your website is likely very much like others who concentrate on product, services, and sales. Your calls to action (CTAs) may only related to purchase. So, where does that leave most researchers and shoppers?
It’s extremely likely your website visitors are departing without bookmarking your site or even thinking of you again. Their search will continue as they hunt for information that addresses their concerns and questions (where they are in their purchasing journey).
If you’d like to watch a webinar where I discuss the buyer’s journey and the phenomena I call “buy now or goodbye” just CLICK HERE.
How Remarketing Recovers Lost Leads
The central idea of recovering lost leads is that website visitors aren’t ready to buy now. However, the visitor did come to your website. So, there is interest there. Frequently they just need time and information to make a buying decision.
Remarketing maintains a presence as your previous visitors move through their research, as well as doing generally Internet browsing. Your advertising not only reinforces your brand, it also reminds them to stay on a track toward purchase.
With proper configuration, remarketing allows for even more refined targeting. For example, someone who visits your Careers and About Us page may not be a likely customer. By correctly configuring remarketing, we concentrate on presenting advertising only to legitimate shoppers. Another thing we do is focus ads based upon interest. So, if someone is interested in a particular product or service, we can display ads for that just them. Thus, ad content is tailored more to their interests.
Benefits of Remarketing
- Staying relevant and top of mind without being intrusive
- Presence throughout their buying process
- Ensuring that a purchase stays a priority
- Invites them back to your site with relevant content
- Can be utilized for specials, promotions, etc.
- Demonstrates a large presence/footprint for your company
- Advertising is spent on targeting warm prospects (familiar with your brand) rather than cold ones
- You pay for clicks but get visibility at no additional cost
Remarketing for Lead Recovery Dollars & Cents
Many companies jump at advertising opportunities before thinking about remarketing. This article should help you think about remarketing first. After all, it is well known that the cost of acquiring new leads is much more than converting existing ones. This is why remarketing is so logical and efficient. By focusing upon those who have already come to your site, you can recover otherwise lost leads.
If you have 500 visitors to your site a month and 80% of them are lost, that means that 400 are viable remarketing candidates. Without remarketing would be expensive and nearly impossible to persistently put ads in front of 400 viable shoppers that already have a disposition to your brand!
What if remarketing could turn 10% of those 400 into leads (40) and then .5% of those into deals? That would equate to 2 deals a month and 24 deals for the year. Once you determine your lifetime customer value you can get a good idea of your remarketing advertising spend.
An Essential Part of Your Marketing Arsenal
We can assist you in getting remarketing in place so you can stop the leak and start recovering your lost leads.