niti shah - how to use paid retargeting to nurture leads
TRANSCRIPT
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How to Use Paid Retargeting to Nurture Leads
Niti Shah
Inbound Marketer, HubSpot
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About Me
• Former email, conversions, and lead nurturing marketer at HubSpot
• Now based in HubSpot Sydney working on Asia Pacific Marketing
• Trying to become a semi-pro surfer!• Follow me at @nitifromboston
1. Paid Retargeting: the Basics
2. Retargeting the Funnel Start to Finish
3. Tips & Tricks to Optimize Your Campaigns
4. Hacks to Take Your Retargeting to the Next Level
AGENDA
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PAID RETARGETING: THE BASICS
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Why are we talking about paid at an inbound marketing event?
Wait a minute…
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What People Think of Paid Advertising…
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What Paid Retargeting Actually is…
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Paid Retargeting:
Serving relevant ads on external channels to people
who are already engagingwith your brand.
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1. Social media platforms
2. Display banner ads on third party sites
Where to Retarget an Audience
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Facebook• Desktop newsfeed: best
CPC metrics• Mobile newsfeed: doesn’t
work well for form conversions
• Desktop right column: high impressions, low clicks and conversions
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Twitter• Choose devices to show ad• Website clicks or
conversions: best CPC metrics
• Tweet engagements: better for impressions
• Lead gen cards: great for blog subscribe CTA
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Display• All about the visuals• Different ad networks
support different ad sizes• Greatest reach• Lower ROI by far than social
media retargeting
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1. Create segmented lists of contacts from your database
2. Use tracking pixels to find visitors to your website
3. Create “lookalike” audiences based on your existing
audience
How to Retarget an Audience
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List-based
• Create in your list tool• Segment for best results• 10-30% match rate• Only works with email,
can’t retarget visitors• Best CPC economics
Facebook, Twitter
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Pixel-based
• Tracking pixel in header• Broad or targeted• Can segment by
webpage content• Larger audience size• Lower ROI than lists
Facebook, Twitter, Display
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Lookalike
• Increase reach (small lists, low web traffic)
• Based on similarity between your audience and platform audience
• CPC depends on targeting
Facebook, Twitter, Google Remarketing
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Retargeting is not for everyone. You’ll need a large enough list and/or enough web traffic to reach the minimum audience volume.
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1. Retargeting reaches people already engaged with your brand
2. Retargeting supplements your inbound strategy
3. You can reach audiences on social media or 3rd party sites
4. You can retarget contact lists or website visitors
5. Retargeting is not for everyone – you need to build an audience first
The Basics: Key Takeaways
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2 USING RETARGETING AT EACH STAGE IN THE FUNNEL
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Lead Nurturing:
A series of marketing activities tailored to leads that familiarizes
them with your brand, builds trust, and opens the door for
conversations with sales.
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Retargeting islead nurturing onnon-branded channels.
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Engage Visitors and Beyond
✓ ✓ ✓
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How: Use pixels to convert unknown visitors
into known subscribers and leads.
What: Light, introductory (top of the funnel)
offers and blog subscribe CTAs
Where: Facebook newsfeed, Twitter stream
Convert Visitors into Leads
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How: Use lists and pixels to target leads. You
can determine who a lead is by who’s viewed
a Thank You Page, for example.
What: Meatier ebooks and webinars, case
studies, “MQL” offers such as demo or trial
Where: Facebook newsfeed, Display
Close Leads into Customers
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How: Use lists and pixels to target. You can
determine who a lead is by who’s viewed
customer-specific pages.
What: Customer education, upcoming
promotions, referral programs
Where: Facebook newsfeed, Twitter
**if your business has many customers and depends on
repeat customer purchases or upgrades this is a good
option
Delight Customers into Evangelists**
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1. Pixel targeting can turn visitors into leads
2. List and pixel targeting can turn leads into customers
3. Content is key – match content to the right segment and lifecycle stage just as you would with any inbound campaign
4. Different channels work best for different stages
Retargeting the Funnel: Key Takeaways
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3 TIPS & TRICKS TO OPTIMIZE YOUR RETARGETING
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Size Matters
Because of low match rates, you’ll need at least 10k visitors to your website and/or 70k active contacts in your database.
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It’s Like Organic
Research SEO and content performance. Treat retargeting the same way as email, blogging, etc. when choosing what to promote and who to promote it to.
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Optimize Landing Pages for Ads• Keep messaging clear
throughout journey• Clone existing ones• OR use dynamic
content
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Use Suppressions
Use pixel and contact-based lists to suppress people who aren’t your target audience to better target new audiences and not waste campaign budget.
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Display
Be careful where you use display – create a “blacklist” of site types you do not want your ads appearing on.
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Display
Test creative, and take into account how images have performed on other organic and paid channels.
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Use the right type of ad for your goal…
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Lead gen cards can help you turn an unknown visitor into a blog subscriber so you can engage them with content via email.
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Website clicks or conversions are good for conversions (but remember, Twitter is a “fast” medium so test how this works for you.
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Tweet engagements and videos will help increase brand awareness and also move the bottom of the funnel.
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Don’t use hashtags. Each link you add reduces the click-through rate on the website URL you are trying to drive traffic towards.
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Take advantage of all the creative options such CTA button and News Feed Link Description.
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If conversions is your goal, consider limiting ads to just the newsfeed.
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Make sure the title explains the content. Saying what you’re offering outright increases clicks.
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1. Treat retargeting just like organic content strategy
2. Make sure every touch point tells the same story: the ad’s positioning should be reflected on the page you are sending them to, and should fit into the piece of content you are promoting
3. Take the time to learn the nuances of using each paid platform and third-party service
Tips & Tricks: Takeaways
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4 Hacks to Get More Out of Your Campaign
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1.Promote 3rd party contentwith CTAs to your site
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So Much 3rd Party Content, So Little CTA
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But Wait… We Can Place CTAs… Create snip.ly via Chrome extension directly from webpage you want to link to.
Customize copy, tracking URL, colors
Create unique snip.ly URL
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Now We Can Share 3rd Party Articles…
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And Slideshares…
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And link back to our own landing pages!
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• Cost Per Click (CPC) was 16% above benchmark
• Average CTA click rate was 302% higher than blog
• Total form conversions were negligible
• Takeaway: Use 3rd party content promotion to target audience in the consideration and evaluation stage, do not use conversions as primary goal
The Results.
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2.Already a lead?Skip the landing page.
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You can only ask for so much.
When moving people down the
funnel with retargeting, we often
send existing leads to gated
landing pages where they have
to fill out another form (UGH).
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But compelling offers are not helping goals of turning known leads into MQLs…
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We took out the middle step and took them right to the thank you page:
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Take out unnecessary middle step – you already have their info.
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• Cost Per Click (CPC) stayed on par with regular retargeting campaigns for demos or trials
• Cost per conversion for MQLs decreased by 20-60%• Submission rate of middle-of-the-funnel follow-up offers
increased on Thank You Pages• Broadened range of content we could promote which
increased overall engagement of leads
The Results.
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Thanks Inbound.org/niti