In my last post, I shared how to Double Your Sales with Video and Facebook Ads and I briefly talked at the end of it on how to then leverage all of those visitors you just bought. In this post, I’m going to show you how to build a Remarketing drip system and then put those visitors into it.
If you haven’t read the Double Your Sales with Video and Facebook Ads or the How to Get 6 Leads per Day posts, I’d highly recommend you go ahead and read them first. In each of those articles, I show EXACTLY how to get to the point of where we’re talking about today.
What is Remarketing?
Let’s first talk about Remarketing and what it is. Remarketing is a technology that only until the past couple of years was available to the big guys – you know Amazon, Walmart, Best Buy, etc…
Remarketing is part of our 4R Marketing System that includes Reputation, Reach, Resell & Referral.
For whatever reason, you decided not to get it. Maybe you were distracted by the kids or your dog. Who knows?
Then a day later as you’re browsing the Internet, you notice an Amazon ad with that same product that you looked at the day before?
And like I said, up until the past couple of years, this technology was only open to the big players online. It just wasn’t an option for small businesses and law firms. If you’re budget wasn’t in the millions, you just couldn’t do it.
However, the technology has matured quite a bit and there’s a lot of options. With a small budget, you can do the same thing as Amazon. It’s really amazing!
But here’s the kicker – I bet you right now that you aren’t using remarketing on your website.
I look at a lot of websites every day (upwards of 100 every day) and I have tools to see those sites have remarketing installed on them and I’m guessing that the percentage of websites that DON’T have remarketing set up is upwards of 99%.
What’s that mean to you?
Well, to me, that means that most likely your competition hasn’t set up Remarketing yet. That’s great, because after you finish this post, you’ll have a roadmap of how to set up remarketing in a fashion that will lead your casual visitors right into your sales funnel.
Why’s Remarketing Important?
As I stated above, I look at a lot of sites every day. I also look at a lot of website’s analytics. Did you know that the average bounce rate of a website is around 70-80%? That’s ridiculous!
What’s Bounce Rate?
Bounce rate is simply defined as the number of visits where a person leaves your website from a landing page without browsing further.
Why’s Bounce Rate Important?
Think about the above. Let’s say you just paid to have that visitor come to your website and out of 100 visitors, 70 to 80 of them are immediately leaving. That’s huge. That means you’re wasting 70-80% of your marketing budget – just completely throwing it out the window.
Where Does Remarketing Help?
Ok, so imagine those 70-80 visitors that came to your site yesterday that immediately left for whatever reason. Maybe they didn’t want to make a decision right away. Maybe their kids came in and demanded a sandwich. Whatever right?
Stuff happens and our (as a whole) attention spans aren’t getting any better. If you didn’t immediately capture that visitor to convert into a lead or sale, don’t you want that chance??
Remarketing helps by getting those visitors BACK to your website – plain and simple.
If you’re not running remarketing ads on your website right now, you are completely throwing your marketing money to the wind – I don’t care what kind of business you have.
I’m in – Let’s get started!!
Now that you’re sold on Remarketing – let’s get it set up. Below are the steps we’re going to take. If you read the How to Double Your Sales with Facebook Ads post, then these steps will look very similar.
- Choose Platform
- Create Videos
- Create Transcript of videos for blog posts
- Upload video to YouTube and optimize it
- Create a blog post on your website with transcript and video
- Create ad with video embedded in it with link to blog post
- Do number 4 through 6 until done with videos you’ve created
- Set up custom audiences and triggers in Facebook
- Wash, Rinse and Repeat!
Step 1 Which Platform?
Google owns the biggest ads network in the world. Big sites like Forbes, CNN, and Weather.com all run Google ads. Running ads on those websites however would prove to be pretty expensive. However with Remarketing, we can run our ads on those websites targeting the people who have visited our site.
Facebook is the next platform. The great thing about Facebook is that if someone clicks on your original ad (remember the post before where we’re running Facebook Video Ads?) from their network, your ads will follow them from platform to platform (i.e. from phone to tablet to computer to another computer back to their phone).
So basically – we’re going to hit someone up wherever they are online. We want to be Omni-present. Everywhere baby!
And the great thing is that you can start these ads at a pretty small budget – around $10 per day per on Facebook if these are normal ads – and we’re not going to do normal right?
We’re going to concentrate on Facebook in this post.
Step 2 – Video Creation
Our client did a batch of videos and shared them with us via Facebook. He created each video based on one subject and kept the videos under 2-3 minutes. So one of his videos was about DNA Testing for Paternity and was a little over one minute.
Step 3 – Create a transcript of the video for a blog post
This step is essential for SEO, so we had a transcript made by one of our writers for a blog post that we could link to our landing pages within the text (remember Google really likes text).
Step 4 – Upload the video to YouTube and optimize it for keywords
We want to squeeze every bit of SEO that we can out of this video, so we make sure we optimize the videos that we upload. We add the keywords we want to rank for in the Title and sprinkled in the description. Also we ensure that the video file itself is has the keywords in the name before we even upload it to YouTube. And last, make sure you add a link in the description to the landing page that this video will go onto.
Step 5 – Create a blog post on your website with the transcript and embed the video in it.
In this step, we want to ensure that we have a blog post with the video and transcript in it. This is so we can leverage this video as much as possible. We also want to make sure we have strong call to actions (i.e. Call (xxx)xxx-xxxx for help with a Divorce Today!). Also make sure you create some links to your keyword rich landing pages so you get some link juice from this post.
Step 6 – Create an ad with video embedded in it with link to blog post
With this step – you’ll want to go through and create an ad for each video that you’re going to set up and be sure to embed the video in it. Also make sure you link back to your blog post with a call to action of something like “learn more”.
Step 7 – Do number 4 through 6 until done with videos you’ve created
Now, do steps 4 through 6 until you’re out of videos. You’re going to want a video, blog post and ad for each video.
Step 8 – Set up custom audiences and triggers in Facebook
Now here’s where it all starts getting really cool. Set up a custom audience for each blog post (make sure you use the URL of the blog post) and set up the ads to use the custom audience for the next video so they will be shown the ads in a sequential series.
As people visit the next page, we’ll also take them out of the custom audience and added to the next one.
Step 9 – Wash, Rinse and Repeat
Because the effectiveness of ads wears off over time, we need to feed more videos into the system periodically. This is why we’re going to use a series of videos, so we could work on them in a sequential method.
Summary – Set up Your Drip Remarketing System Now!
Alright, alright alright! You made it through yet another 1500+ word blog post again! You Rock!!
Be sure to go above and read and re-read this post until you get it down. It’s a simple idea and can be done with regular blog posts until you get some video – you’ll just pay a bit more for the ads
With Videos however, you’ll pay $.03-.05 per click instead of $1.00 to $1.50 so with a $10 budget you can get over 300 clicks.
Also, as you add more videos to your video ad drip system, be sure to set the custom audiences and triggers like above.