More website visitors means more people who may become your customer. How do
most business find these new visitors?
Marketing—whether 'paid', such as Google Ads, Facebook Ads, TV commercials etc. or 'earned', such as viral posts on social media, PR, SEO etc.
This part is simple... what isn't simple is what to do after people leave your website without buying something or giving their details as a lead.
You
see, there are always people "in market" when they come to your website—they did visit after all—but maybe they weren't ready to take the next step and 'buy' right at that moment.
But these "in market" visitors will be a customer, to someone in your industry, at some point.
What this means is you're effectively leaking money every time a prospect leaves your website because you can't follow up with
them!
Most businesses don't know how to properly find these "lost" customers from the visitors who simply 'weren't ready yet'...
... but today I'll give you a simple way to do this using one of the most powerful marketing tools available to any business—Facebook Ads.
(And yes, even with Facebook ad prices increasing up to 40%+ this year, my method
is still ridiculously cheap... like cents on the dollar.)
Plus, I'll even give away some clever tricks to get even more out of this marketing strategy.
But first, here it is:
THE FACEBOOK 'PLUG' STRATEGY
It's technically called 'retargeting', but I call it the 'plug' strategy because it acts as a stopper to your leaked
revenue.
Now, I'm going to go "high-level" here and provide the strategy, leaving you to "connect the dots".
What you need:
- A Facebook Page for your business
- A Facebook Ad Account
- A Facebook Pixel
- Your website
There's plenty of info on how to set all this up (it's not too hard) and you can easily do it in one afternoon—or you can call me and I can do it for
you.
How it works:
- Identify the page most likely to provide your next customer.
For service businesses, this might be a landing page for a specific service or offer e.g. a consultant might use a landing page advertising an upcoming event or a page offering a free consultation as their choice.
Retail is easy, just find a product with high traffic volume, good margins, and low transaction rate or
high shopping cart abandonment rate.
- Set up your Facebook pixel to record visitors to the page you've just chosen above.
Also set it to record the page a visitor would've seen if they did buy or become a lead e.g. a "thank you" page in most cases.
- Create a campaign on your Facebook Ad Account showing only to the people who saw your initial page, but not the "thank
you" page.
This is where the magic is, because you can create highly targeted ads knowing exactly what they were interested in and who it only to people who've already been to relevant pages on your site!
Instead of wasting money showing ads to people who may or may not be interested, you go straight to the finish line and find those most likely to 'buy'.
If you want:
- cheaper
ads
- better conversion rates
- no more leaked revenue/a better bottom line
... then you should be perked up right now.
There are plenty of other clever ways you can use this too—some you may have already thought of... but in my experience, most don't!
DON'T SEE IT YET?
- Visitor views a pricing page but doesn't leave their details for an initial call. You
don't want your pricing public for whatever reason. So, you send this audience new ads directing them to opt-in for a PDF with your prices and you request more information for a proper quote. Now you can follow up with email and you've recovered a chance to turn them into a customer.
- Want to pre-sell yourself before a meeting? Direct all your new leads to a specific page only they have the link to—perhaps a simple page giving them an idea of what to
prepare before you meet. After your meeting, send them to another page, say your proposal or client application form—this is your "thank you" page in this example. The ads you show this audience should all be testimonial videos, allowing others to do the 'selling' for you and putting yourself in a good light before the meeting ever begins!
- Want to speed up the buying process? Map your customer's buying cycle and make sure you have content for each stage of their cycle. The
content covering the next stage is the "thank you" page in this example. This means you're continually nudging them closer to making a decision by providing the information they're looking for whenever they need it.
There's more I could cover, but I'll stop here.
It's important to note, though, that you shouldn't use this to stalk people around the internet!
Most of the annoying examples of this can be seen with
eCommerce—you look at a shirt once and now it follows you around for life (seemingly).
Be creative with the campaigns you make and your ads will be less intrusive and creepy, taking into account the fine line between "stalking" and "follow up".
Any questions? Ask away!