Ever noticed that after browsing for a product online, those ads haunt you for days or even weeks? 

You look for a killer clown costume, like a normal human being. And before you know it your entire feed on social media and Google and Youtube and Instagram gets dominated by ads for killer clown costumes. ⠀

It’s called ‘retargeting’ and it’s a shame that it’s used in such a sloppy way.

Because not only is there a way to make it work, but if you use it right it will give you some of the best return on investment for your marketing dollars.

Let me show you how to use it in a way that is not stalkerish or annoying:

This Slightly Fancy Term Will Make You Money

Unless you sell something like a chocolate bar or chewing gum, your clients don’t just randomly buy from you.

There’s always a lead up time. A period where your prospects weigh their options.

A fancy term for this is a ‘customer journey’. (I always thought that was a bit pretentious, but let’s just roll with it for now).

Retargeting isn’t about flashing the same ad over and over until your prospects give in out of sheer exhaustion. It’s about meeting them where they are in their customer journey and giving them the nudge they need to move forward.

Think about it in three steps:

• Step 1: Awareness – Your prospect realizes they have a problem (like needing new pants).
• Step 2: Consideration – They start looking for solutions (comparing brands, styles, prices).
• Step 3: Decision – They pick a solution and, ideally, buy from you.

If your ads only show up at Step 3, you’re just another option in a sea of options. 

But if you start engaging at Step 2 or earlier, showing up with helpful info, reviews, and even a discount, you’re suddenly the frontrunner. You’re the brand that “gets them.” 

And people buy from brands they feel connected to.

What To Say When Retargeting

The best way of using retargeting, is to show them new information and content they haven’t seen before.

Maybe we record three, four, five videos, each highlighting something crucial that your future client needs to know. 

The trick is to help people by actually helping them. Wild. I know.

But it works. And it makes selling so much easier.

Let me ask you, if someone helps you out without needing something in return… What’s your first reaction? 

For most people two things pop up.

Why is this person helping me? What is he trying to get?

Makes total sense. But once you realize that he’s not about to ask you for something in return, something else kicks in.

This person did me a favor. I now ‘owe him’.

Doesn’t mean he can call you and ask you to bail him out of jail. Doesn’t mean you’re gonna help him move couches when he changes homes.

But there is something in your mind that says: ‘this person did something for me. If I get a chance to help, I should return the favor’.

Reciprocity is built into our psyche. And we can use it (in a good way) when we do our marketing.

Get this right and you won’t have to “hard close” anyone. By the time they talk to you they already think highly of you! Because you were there for them when they needed you most.

Try and experiment with retargeting and see how it works out for you. Think about how you could implement this in your business. And if you want our advice, fill out the form below and we will contact you shortly.