Businesses are spending serious money to acquire leads to be converted into paying customers.
Before social media, only big brands were able to target markets through expensive marketing campaigns. Even a small neighborhood business can now advertise in various parts of the world with the help of online platforms.
However, marketing does not end with getting names—you must know how to keep them interested in your offer until they buy. Your creative lead generation ideas should include techniques in dealing with various types of prospects.
Leads are generally categorized as high-, mid- and low-funnel leads. According to auto marketplace AutoDeal, high-funnel or early stage leads are those that engage on non-promotional content and plan on purchasing in more than 3 months.
They usually request for quotes from more than two dealers for comparison. Mid-funnel leads, also known as duplicate leads, show repetitive interest in your offer while low-funnel are those that intend to buy in 0 to 3 months. The latter is the ideal prospect for your business.
High-funnel leads need remarketing techniques that may not cost you much. Here are some tested funnel marketing tips that can boost dealer conversion rate.
Marketing sales funnel system: what you need to know
Do you know that 71 percent of buyers prefer customized ads based on interests and shopping habits? Remind your high-funnel leads why they got interested in your offer. With remarketing, tailored ads will be displayed in sites later visited by your lead. This will keep your brand in their minds.
What is a marketing funnel? This can serve as a guide in developing your sales and marketing strategies. A funnel starts with creating awareness through various online content such as articles, infographics or videos.
These then stir interest on leads and encourage evaluation of your offers. You can entice your leads to know more about your products and services through drip campaigns, emails, and social media content. The next stage, comment, involves trials and demonstration of your offer to help your leads finally make a buying decision.
The challenge is to bring every lead to the end of the sales process: the buying stage. Remarketing is your tool in keeping leads in the awareness stage within your radar and eventually convert them into paying customers.
Marketing funnel awareness: tips for the right ads
There is a thin line between an effective retargeting technique and a nuisance. The former is about staying on the mind of your leads, while the latter is more of a bombardment. Customize your retargeting copy for every stage of the marketing funnel.
At the awareness stage, you may go for generic ads with your brand logo. Give something valuable to your visitors such as informative blog posts and free e-books. Once you have captured their attention, display ads specific to their interaction with your site.
The ads in the interest stage should be based on the pages they visited or the products they clicked in your site. Tailored ads that overcome objections are the type of content for the evaluation stage, while promotional ads suit the comment stage. At the sale stage or the final level of a marketing funnel, post ads on related products and services you offer. This is your chance to upsell.
Retargeting strategy: how to get started
Hate when you’re so near to closing a deal only to watch them leave your site? Get them back and grab their attention again, and remind them why they were interested in the first place.
A remarketing or retargeting strategy involves tailoring ads to those who have already shown interest in an offer. A cookie will track your activities and capture bits and pieces of information, and use these to customize ads that can help with a visitor’s shopping journey. This technique maintains awareness and boosts conversion.
To begin, you need to set up tracking in your site. If you are using Google Ads, implement Google Analytics or the Google remarketing tag.
For Bing Ads, set up the Universal Event Tracker for your account. You can also use Facebook’s Dynamic ads which “automatically show the right products to people who have expressed interest on your website, in your app or elsewhere on the Internet.” You may also consider AdRoll companies for a more comprehensive retargeting game plan.
Acquiring leads incur valuable business resource, whether in dollars or in time and effort. Make sure you make the most of your investment by knowing how to convert your mid- and low-funnel leads into customers and to re-engage your high-funnel leads. Master the art of retargeting your high-funnel leads today!