Prospecting, Retargeting

Finding Your Perfect Customer

Written by Tim Edmundson

Somewhere out there, right now, is the perfect customer for your business. He’s an avid fan of what you produce, wants whatever you have, and would tell his friends all about it. The only problem is he doesn’t know you exist. . . yet.

Prospecting is the best tool for getting on your “soon-to-be” customer’s radar. This method of getting your brand in front of the right new customers has evolved into an intelligent, data driven approach.  The most advanced prospecting is extremely effective because it combines a variety of data driven tactics into a single campaign. These tactics include:

Demographic Audiences – not necessarily a new revelation, but you have to know the basics; age, gender, education, family, and     income level are key data points that will be immense in focusing your efforts.
Look-alike – create an audience of potential new customers by matching the site behaviors of your existing customers; you know these folks were drawn to your business, so it is best to emulate them.
Contextual Targeting – use search term and browser habit data to surface a new audience.
Vertical Targeting – you don’t want to spend time and money marketing to those who wouldn’t be interested in the first place, so focus on verticals where you know potential customers exist.
Using multiple data sources – diverse data is key to getting a wide picture of who is out there; include 3rd party data to broaden your reach.

Together, these tactics provide the best quality data that will increase your reach and campaign performance by finding new customers who are more likely to make a purchase.

Take an online bike shop for example. You see that your current customers are between the ages of 18 and 25, live in sunny Southern California, are predominantly male, and also visit athletic apparel and outdoor activity sites. Prospecting helps you find other bikers who share some or all of these characteristics so you can serve them an ad explaining that your bike shop is exactly what they need. In this way, your bike shop could easily multiply the number of site visitors and purchases.

Increasing your site visitors is a huge deal, but what happens with them now? Given that 98% will leave your site without converting, you need to find the best way to keep your brand top of mind and get them back to your site to make a purchase.

Enter Retargeting – in which you drive users further down the funnel by focusing on those who have visited your site (aka the ones you just got from Prospecting). Retargeting ads, especially those with product carousels featuring previously viewed products, are the most effective way to bring them back to complete the sale.

Imagine the bike shop again. You now have those new shoppers looking at your site, but as we know most site visitors will get distracted or search for bikes somewhere else. To make sure that they are always reminded of your awesome bikes, your retargeting ads will appear. Your ads feature video background to get their attention, then a carousel of the bikes they looked at, and finally offers a sale for new customers. You also have the option to utilize a flash sale to increase urgency — your ultimate goal is to get them back on your site and converting, so smartly use the tools at your disposal to make it happen. 

Remember, your campaigns are only as effective as the data that fuels them. So make sure your marketing solution is able to collect and segment your data in real time from multiple sources. By running Prospecting and then Retargeting campaigns on mobile, social, and desktop – you’ll find a whole new audience and drive them right through the point of conversion. Prospect, Retarget . . . repeat.