2. Retargeting Old Contacts
Our previous Slideshare presentation discussed
the topic of retargeting those on your current
contact list.
3. Retargeting Old Contacts
Our previous Slideshare discussed the topic of
retargeting those on your current contact list
There is another type of retargeting that is
equally important: non-respondent retargeting
8. Potential customers include those who:
– Have searched on keywords related to
accounting software
Potential Customers
9. Potential customers include those who:
– Have searched on keywords related to
accounting software
– Are visiting websites related to accounting
software, including:
Potential Customers
10. Potential customers include those who:
– Have searched on keywords related to
accounting software
– Are visiting websites related to accounting
software including:
Potential Customers
• Your website
11. Potential customers include those who:
– Have searched on keywords related to
accounting software
– Are visiting websites related to accounting
software including:
Potential Customers
• Your website
• Competitors’ websites
12. Potential customers include those who:
– Have searched on keywords related to
accounting software
– Are visiting websites related to accounting
software including:
Potential Customers
• Your website
• Competitor’s website
• Industry websites
13. Potential customers include those who:
– Have searched on keywords related to
accounting software
– Are visiting websites related to accounting
software including:
Potential Customers
• Your website
• Competitor’s website
• Industry websites
• Product comparison
websites
14. Potential customers include those who:
– Have searched on keywords related to
accounting software
– Are visiting websites related to accounting
software including:
– Have posted or read social media content that is
related to accounting software
Potential Customers
• Your website
• Competitor’s website
• Industry websites
• Product comparison
websites
15. Ad Retargeting:
Online ads are served up to individuals based
on prior web activity (searched keywords,
websites visited, etc.) – tracked by cookies
Ad vs. Social Retargeting
16. Social Retargeting:
When a prospect clicks on one of your social
media links a cookie is created – then targeted
display ads are presented when they are online
in the future
Ad vs. Social Retargeting
17. Social Retargeting:
The link can either be to your own content or
to relevant third-party content – the prospect
sees your ads regardless of whether they have
ever registered for one of your offers
Ad vs. Social Retargeting
18. 1. Reach prospects at their next online destination
Benefits of Retargeting
19. 1. Reach prospects at their next online destination
2. Extend impressions and continue the dialogue
with prospects
Benefits of Retargeting
20. 1. Reach prospects at their next online destination
2. Extend impressions and continue the dialogue
with prospects
3. Target by past behavior and propensity to
purchase
Benefits of Retargeting
21. 1. Reach prospects at their next online destination
2. Extend impressions and continue the dialogue
with prospects
3. Target by past behavior and propensity to
purchase
4. Increase brand awareness
Benefits of Retargeting
22. 5. Shorten the sales cycle through relevant
education
Benefits of Retargeting
23. 5. Shorten the sales cycle through relevant
education
6. Complement other marketing campaigns
Benefits of Retargeting
24. 5. Shorten the sales cycle through relevant
education
6. Complement other marketing campaigns
7. Target your competitors’ prospects and
customers
Benefits of Retargeting
25. 1. Wasting a lot of money if you target poorly
Pitfalls of Retargeting
26. 1. Wasting a lot of money if you target poorly
2. Annoying prospects with too many “in your face”
messages
Pitfalls of Retargeting
27. 1. Wasting a lot of money if you target poorly
2. Annoying prospects with too many “in your face”
messages
3. Invading privacy by too precisely tracking your
prospects online behavior
Pitfalls of Retargeting
28. 1. Wasting a lot of money if you target poorly
2. Annoying prospects with too many “in your face”
messages
3. Invading privacy by too precisely tracking your
prospects online behavior
4. Not capitalizing on your retargeting efforts
because of weak offers and landing pages
Pitfalls of Retargeting
29. Check Back!
In subsequent presentations I will walk through
specific media and methods you can use to
retarget prospects
30. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280