Sellercast: The Many Ways to Retarget Your Customers


On May 6th, 2019 our Marketing Director, Andrew Maff, and Head of Accounts, Gina Milazzo, sat down to talk about the many different ways you can retarget your customers. 



Andrew Maff:  What's up. Episode number 26 of the Seller's Cast. I'm Andrew Maffettone.

Gina Milazzo:  I'm Gina Milazzo.

Andrew Maff:  Today, we are talking about the many ways to re-target your customers.

Gina Milazzo:  Woo hoo!

Andrew Maff:  Whoosh.

Andrew Maff:  All right. So we're going to talk about the many ways to re-target your customers, because it's more than just Facebook ads and Instagram ads. We should have counted before we started, but we didn't.

Gina Milazzo:  A lot of numbers.

Andrew Maff:  There's a lot.

Gina Milazzo:  17.

Andrew Maff:  48.

Andrew Maff:  So, all right. So let's list them and then give them so love as well. So you have Facebook and Instagram standard. You should absolutely have that set up. Google Display, which is significantly easier if you use stuff like AdRoll, or Criteo.

Gina Milazzo:  Woo hoo.

Andrew Maff:  I like RadRoll.

Gina Milazzo:  Oh. A little early in the video to get so sassy, Jesus.

Andrew Maff:  Then you have kind of ways you can do re-targeting with shopping and search ads. I'll get into it. Re-targeting with email. Chatbot.

Gina Milazzo:  True.

Andrew Maff:  I didn't think about that one before. YouTube ads. LinkedIn.

Gina Milazzo:  Knock down their door.

Andrew Maff:  Yeah, just going back to their house. Oh direct mail.

Gina Milazzo:  Yeah.

Andrew Maff:  Yeah.

Gina Milazzo:  Oh see! [crosstalk 00:01:23].

Andrew Maff:  Yeah, so cool how do we go through them? I counted 10 and I already forgot them but we're going to try. Let's work our way backwards.

Andrew Maff:  So direct mail, if you have different ways that you talk, obviously you've spoken to them before, you've worked with them before, because obviously you have their address, but you can do things where basically like if you have HubSpot, you're using a CRM, you have their information. We've used Postalytics before, so if they visit your website, but don't purchase for, let's say 30 days, because you got to give snail mail time to get pigeon flown to your house, they ...

Gina Milazzo:  Pigeon cruelty [crosstalk 00:01:55].

Andrew Maff:  You can automate a personalized mail even based on the page that they're on. Ideally, I don't think I would go that deep, but you can actually send them direct mail. So YouTube, YouTube search and shopping ads, all of those have the option to basically select an audience where you can actually re-target to people if they've seen your stuff before. It's kind of a bit of a stretch, but if I go to search for something on Google shopping and this seller sells it, they can say, bid higher on people who have visited my site before. It's kind of like re-targeting, sort of, it's a bit of a stretch, but it's still there.

Andrew Maff:  Then you have standard re-targeting, right? So your display ads, or AdRoll great company. Easy platform to work with. You can input all the fun stuff and they'll do all the pain in the ass like set up crap that no one wants to do that.

Gina Milazzo:  I love that.

Andrew Maff:  So it's kind of like set it and forget it. Facebook, Instagram, super standard, normal stuff. Honestly, I've heard so many people say like, "Oh I don't think social ads are for me." Social ads are for everyone. What type is different, but everyone should be doing re-targeting. I don't care who you, set up re-targeting. If you think that you shouldn't have re-targeting, comment and I will find you.

Gina Milazzo:  He'll fight you, he'll fight you.

Andrew Maff:  You are wrong.

Gina Milazzo:  It's a promise.

Andrew Maff:  Then email. So if you've had their email before, and then they come back to your website, you can trigger a browser abandonment email standard re-targeting, re-marketing I guess another like kind of different.

Andrew Maff:  What else did we say? There's another one. Oh LinkedIn. They have a pixel now. Good for them, nice to see them joining the team.

Gina Milazzo:  Aww they caught up.

Andrew Maff:  Who else? Twitter. Twitter's got one. I think that was it. So those are the standard platforms to use, but then there's this segmentation of it. So specifically with Facebook, you can get painfully deep. So you can do top 10% of people who have visited your website, so you're not re-targeting everyone and their mother, you're just going after the people who spent a lot of time and just for some reason, weren't there yet. They're probably going to be the easiest ones to get back.

Andrew Maff:  Then you can do people who visited certain pages. So you can target them direct, the advertising you send them can be based on the pages they went to. So even in ... we always say HubSpot because we use them here, but a lot of other companies do this too, it's not just HubSpot so where you can actually segment the audience based on pages that they visited. So if you visit a bunch of pages that are based on shoes, I can put you in a list, connect that list to Facebook, or even Google Ads and run different ads to you based on shoes as opposed to backpacks, or anything like that.

Andrew Maff:  Or you can get as deep as if you're Facebook, you can say re-target top 10% who are male, versus the top 10% who are female, and run two different ads to them. So everyone always thinks like, "Oh re-targeting is everyone who came to my site, who didn't purchase, I'm going to send them a new ad." But like there's so much more than just a person who visited your site. They're also a male, or a female, or in a shirt or not in a shirt.

Gina Milazzo:  Did you assume my gender?

Andrew Maff:  I did assume your gender in 2019.

Gina Milazzo:  He's now [inaudible 00:05:04] and he'll fight you. Those are both promises.

Andrew Maff:  There was another one we were talking about, so obviously and then you have the personalization side. So if you were able to pixel someone, and Facebook has their information, you can use that information to obviously send more specific ads to them. If you have their email and they purchased with you before, and you're re-targeting an old customer, you know their name, you know their address, you know what it is they purchased before, so you can probably guess at whatever else it is that they're interested in. There's a ton of other things that you should be able to utilize. A lot of people don't realize that one of the most important assets your business has is actually the data that you have. So utilize it. Put people in buckets, segment them. I know we're not supposed to do that, but segment them. It's fine. It's okay in marketing.

Andrew Maff:  But am I missing anything?

Gina Milazzo:  No. I think that's good.

Andrew Maff:  Yeah? All right.

Andrew Maff:  So tool of the day. It's me.

Gina Milazzo:  Just [inaudible 00:06:02].

Andrew Maff:  You get it? I'm a tool.

Gina Milazzo:  Oh, Oh I just got it.

Andrew Maff:  So, AdRoll, we're going to give them some love. Super easy. Connect a pixel to the site. They re-target everyone for you and you can segment them based on different audiences. Just upload your creative and they kind of take it from there. They make our lives a lot easier because we don't really know how to do any of that.

Gina Milazzo:  Thanks guys.

Andrew Maff:  So yeah. So obviously standard stuff, please comment below. Let us know what it is you want us to talk about. We are running out of ideas and then subscribe. It's usually over there and if not, we'll see you all next week for Episode 27.

Gina Milazzo:  Probably going to talk about what I had for lunch, maybe?

Andrew Maff:  Can't believe it's going to be 27 episodes of these faces.

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