Hello and welcome to the Close the Loop podcast.
Kevin Dieny:I'm your host, Kevin Dieny.
Kevin Dieny:And today we're gonna be talking about remarketing to your customers.
Kevin Dieny:It's another, let's create, so we're gonna be going through the process of actually
Kevin Dieny:creating a remarketing campaign here.
Kevin Dieny:We're gonna be talking about all the elements of that, what it requires,
Kevin Dieny:what it takes, what you should be looking out for, pros and cons, right?
Kevin Dieny:Entirely dialing down.
Kevin Dieny:What is a great way to create what is a.
Kevin Dieny:Remarketing campaign going to look like?
Kevin Dieny:What is the great way to manage a remarketing campaign going forward?
Kevin Dieny:Let's first define what remarketing is, because I have talked to a lot of people
Kevin Dieny:and about this topic, and I remember a few times them saying, okay, wait,
Kevin Dieny:just so we're all on the same page.
Kevin Dieny:What is remarketing?
Kevin Dieny:What is that?
Kevin Dieny:What does it mean when a marketer says, let's do some remarketing?
Kevin Dieny:Because is it meaning like I'm gonna remarket, like
Kevin Dieny:doing my marketing over again?
Kevin Dieny:No, remarketing.
Kevin Dieny:The way that we're gonna define it today, the way that I commonly use
Kevin Dieny:the word, the term, the phrase is when a business makes an effort through
Kevin Dieny:marketing channels to continue to.
Kevin Dieny:An audience and keep them engaged.
Kevin Dieny:So to attract them, to interact with them, to engage with them, to keep, basically,
Kevin Dieny:to keep the lines of communication open with a specific audience.
Kevin Dieny:That's basically what remarketing is.
Kevin Dieny:It's not the initial interaction, engagement, or connection that a
Kevin Dieny:business makes with an audience.
Kevin Dieny:It's the continuing.
Kevin Dieny:Communication lines of consummation, lines of communication.
Kevin Dieny:It's also the value that the business continues to make in the perception
Kevin Dieny:or position or view of the audience in the value that it can deliver.
Kevin Dieny:Right.
Kevin Dieny:A lot of times it's like, well, why does a business need to keep marketing
Kevin Dieny:once someone knows about them?
Kevin Dieny:Once they know what they offer, who they are, everything about them, why
Kevin Dieny:do I need to keep marketing to them?
Kevin Dieny:You know, when they're ready, they'll just come to me.
Kevin Dieny:That's not a, that's not the case.
Kevin Dieny:, uh, the reason is that, . Other companies are marketing.
Kevin Dieny:There's lots of changes.
Kevin Dieny:People don't remember every company of every product or service that they want.
Kevin Dieny:They will remember maybe if it was recent, but as time passes, there's just
Kevin Dieny:so much going on in an audience, in a consumer's mind, , that they're like, you
Kevin Dieny:know, there's, why would I remember you?
Kevin Dieny:Who's gonna be their thing?
Kevin Dieny:Why should I even care to remember a lot of the time?
Kevin Dieny:Unless the consumer has a problem?
Kevin Dieny:Why would they even be thinking about you ? Right?
Kevin Dieny:Why would they even care about what you do if the, if they don't
Kevin Dieny:even have that problem anymore?
Kevin Dieny:Right?
Kevin Dieny:And another way to look at it is, okay, great, they solve their problem.
Kevin Dieny:Are they aware of the other problems they have?
Kevin Dieny:Well, remarketing can do that.
Kevin Dieny:You've, you've established something with this audience, right?
Kevin Dieny:That could be, uh, they've heard of you, they know of you.
Kevin Dieny:They've visited your website, they've bought from you, they've
Kevin Dieny:continually bought from you.
Kevin Dieny:They've subscribed to you.
Kevin Dieny:They know of you.
Kevin Dieny:They've met you, right?
Kevin Dieny:They, there's a lot of.
Kevin Dieny:Stuff in this bubble of, okay, they've, you've established some awareness
Kevin Dieny:between you and this audience.
Kevin Dieny:Now what do you do next?
Kevin Dieny:What do you do with that?
Kevin Dieny:Right?
Kevin Dieny:That's re marketing's purpose.
Kevin Dieny:That's really the purpose of it.
Kevin Dieny:So I hope that you can kind of see why there's value in it.
Kevin Dieny:Because continuing to engage, to connect with your audience has value, has purpose.
Kevin Dieny:It can point them in the right direction.
Kevin Dieny:It can help them see that there is an issue, that they have an
Kevin Dieny:issue, that you're a provider of those, you know solutions.
Kevin Dieny:That there are solutions for the problems they're having.
Kevin Dieny:It's a lot, and people get their priorities sort of scrambled because
Kevin Dieny:every day, you know, every day of life, you're not thinking about, oh
Kevin Dieny:yeah, all the, all the things I need.
Kevin Dieny:You're only like, what do I need to.
Kevin Dieny:To where I need to go.
Kevin Dieny:Right?
Kevin Dieny:What's important, so that's going on individually in every
Kevin Dieny:consumer within your audience.
Kevin Dieny:An audience, just to be very clear again, explain this for you,
Kevin Dieny:is the collection of consumers.
Kevin Dieny:That is large enough to be representative, meaning there's enough of them there
Kevin Dieny:that you can either market to them, that you can know something about them,
Kevin Dieny:that you can understand them better.
Kevin Dieny:Homogenous audiences are those that are all the same.
Kevin Dieny:So for instance, use me as an example, right?
Kevin Dieny:Let's say there's marketers.
Kevin Dieny:At companies in California that have a pension for analytics.
Kevin Dieny:Okay.
Kevin Dieny:I would fall into that group and if they go even more homogenous, it'd
Kevin Dieny:be, might say males in their thirties.
Kevin Dieny:Um, that also.
Kevin Dieny:Have kids that like golf, that like Batman, the animated Batman.
Kevin Dieny:I mean, I just keep listing off the things that are me, but that, that group
Kevin Dieny:would become very, very homogenous.
Kevin Dieny:Very, very much the same.
Kevin Dieny:And the reason that that's valuable.
Kevin Dieny:Is that you can go, okay, this group is all the same.
Kevin Dieny:So I can think of a message or a positioning statement,
Kevin Dieny:an offer that would apply.
Kevin Dieny:If it could get it to apply to one, it's very likely that
Kevin Dieny:it'll apply to the group, right?
Kevin Dieny:If you, if you're thinking about, let's say golfers as a group in a
Kevin Dieny:specific area, you may go, well, golfers in this area go like, blast
Kevin Dieny:through their gloves often, so they're continually buying gloves, so, okay.
Kevin Dieny:That group has that all, that group is a homogenous group.
Kevin Dieny:They're all roughly the same, and they all have a similar problem.
Kevin Dieny:So I can craft one message to that audience that is homogenous that
Kevin Dieny:all of them will have in common.
Kevin Dieny:And so it will resonate, it'll be relevant to them.
Kevin Dieny:So the, the more homogenous the group is, right, the more you can.
Kevin Dieny:Kind of rest easy that you can have one kind of message that
Kevin Dieny:may resonate to that group.
Kevin Dieny:The underlying sort of belief here is that they're homogenous Now.
Kevin Dieny:The truth is, Unless everyone's cloned , like this is a fantastical example, right?
Kevin Dieny:Unless everyone in that audience is a clone of themself, right?
Kevin Dieny:You've cloned me a thousand times and put me in a group.
Kevin Dieny:They're not truly homogenous.
Kevin Dieny:They're, they're going to be differences between them.
Kevin Dieny:Some of them are gonna be in a different point of the buying cycle.
Kevin Dieny:Some of them will have different interest levels, awareness levels.
Kevin Dieny:They're, they might ev, they might have just purchased from you.
Kevin Dieny:Some of them may not have some of them.
Kevin Dieny:They're the, the person who was in their role before knew it was
Kevin Dieny:about you, but now they're in that role and they don't know about you.
Kevin Dieny:There's a lot of things about a group that make it, that you could pull
Kevin Dieny:it apart and say, no, it's not homo.
Kevin Dieny:It's not all the same.
Kevin Dieny:They're not homogenous.
Kevin Dieny:They're not, they don't have all these things in common as much as we think.
Kevin Dieny:So you make a group as homogenous, as you've lost an audience, as
Kevin Dieny:the same as you possibly can, and you, you can't do it perfectly.
Kevin Dieny:That's basically what I'm after.
Kevin Dieny:Hetero, they, it becomes more heterogeneous, meaning
Kevin Dieny:it's very mixed, right?
Kevin Dieny:It, it gets like, yes, this group, we call it an homogenous group of
Kevin Dieny:our targeted audience, their ideal perfect consumers in this audience.
Kevin Dieny:But even within that, there's lots of layers.
Kevin Dieny:There's lots of combinations of who's really better and who's really not, and
Kevin Dieny:that is, Getting toward the expert or the science or the harder components of
Kevin Dieny:remarketing because when you have, you can't do remarketing without an audience.
Kevin Dieny:You mean an audience is who are you gonna market to?
Kevin Dieny:And because remarketing has has done to an audience that has had some
Kevin Dieny:connection with you, that is like the first checkbox of remarketing.
Kevin Dieny:Okay, this audience has had some interaction with you Now, do you
Kevin Dieny:want to segment that further?
Kevin Dieny:You wanna say, okay, well let's break it down into people who visited my website.
Kevin Dieny:People who are leads, people who we've had appointments with or
Kevin Dieny:connected with, but they haven't bought those that have bought from us.
Kevin Dieny:Those that have bought from us repeated times, right?
Kevin Dieny:The most loyal group.
Kevin Dieny:So even within an audience on a remarketing audience, there's a lot
Kevin Dieny:of room to segment, and that is really where there's so much value and potential
Kevin Dieny:for remarketing is in segmenting.
Kevin Dieny:So, The first thing to know about remarketing, right, is it starts
Kevin Dieny:with segmenting and building an audience to go off that.
Kevin Dieny:If you're like, okay, by the end of this, I would like to be able to
Kevin Dieny:create a remarketing campaign, which is what we're gonna do with this.
Kevin Dieny:Let's create episode.
Kevin Dieny:So the first step is considering who do I want in this audience?
Kevin Dieny:Now, audience work.
Kevin Dieny:Audience building segmentation is a very.
Kevin Dieny:Powerful.
Kevin Dieny:Kind of a complex part of marketing operations because it's considering,
Kevin Dieny:okay, well who, what audiences do I have?
Kevin Dieny:You may have website visitors.
Kevin Dieny:You may have your crm.
Kevin Dieny:Okay, where, where could I even find these people?
Kevin Dieny:Okay, I have these two.
Kevin Dieny:Okay.
Kevin Dieny:On my website, I could break it down by what pages they visited, how many pages
Kevin Dieny:they visited, what specific, if I have multiple products or services, what
Kevin Dieny:groupings of those are they interested in.
Kevin Dieny:You can do all that on the website remarketing side.
Kevin Dieny:The sign that I'm more interested in for this episode of remarketing to your
Kevin Dieny:customers is gonna be those that come out of your C r m or your database.
Kevin Dieny:There's a lot of ways that businesses store data, so I'm just gonna use
Kevin Dieny:CR M or database to associate with anywhere where you have, let's say, the
Kevin Dieny:stored information of your customers.
Kevin Dieny:Your consumers, your clients, your patients, whatever it is, of
Kevin Dieny:people who have worked with you, paid money and transacted with
Kevin Dieny:you in the past, so you have this.
Kevin Dieny:Now, how, like what, how big is it?
Kevin Dieny:How much information do you have?
Kevin Dieny:Do you know how recent the service or customer became a customer?
Kevin Dieny:Do you know the value?
Kevin Dieny:Like how much they spent with you?
Kevin Dieny:Do you know what they purchased, what services they acquired from you?
Kevin Dieny:Maybe how they transacted with you might be important to your business.
Kevin Dieny:It, it might also be important how well they, like the service, um, that
Kevin Dieny:you, they receive, that you deliver.
Kevin Dieny:There's a lot of things you could be thinking.
Kevin Dieny:Hmm.
Kevin Dieny:I have this audience, maybe I have that audience.
Kevin Dieny:It's kind of a cool part.
Kevin Dieny:It's kind of the fun part is like, Ooh, what audiences do I have and what
Kevin Dieny:can I get value out of in this group?
Kevin Dieny:So you have this big giant CRM and you, you get in there and you look,
Kevin Dieny:okay, let's see what fields I have.
Kevin Dieny:Okay.
Kevin Dieny:What fields are populated.
Kevin Dieny:Maybe I go by an area, a territory, maybe.
Kevin Dieny:I look at what they've purchased, what they've bought, how much they've spent.
Kevin Dieny:You know, any of the things I've listed are ways you could segment.
Kevin Dieny:Now, when you start layering those on top of each other, right in this area, bought
Kevin Dieny:this product, interested in that service, that's where the list usually goes
Kevin Dieny:down, , it gets cut down pretty quick.
Kevin Dieny:So when we're thinking of.
Kevin Dieny:Remarketing audiences.
Kevin Dieny:It's important to consider that the end result of your
Kevin Dieny:audience cannot be too small.
Kevin Dieny:That gets to the next consideration.
Kevin Dieny:It's like, okay, I've, I have an idea for a couple audiences.
Kevin Dieny:Maybe you've written down, okay, here's the top five and next to them, right?
Kevin Dieny:How many.
Kevin Dieny:individual.
Kevin Dieny:Now, marketing is always to people, okay?
Kevin Dieny:Even at like a company and entity, you're still, at the
Kevin Dieny:end of the day, the marketing is effective when a person sees it.
Kevin Dieny:So you're not just gonna like throw, put a big giant sign above a business building
Kevin Dieny:and the building will look at it and go, Ooh, I'm the building I'm gonna buy.
Kevin Dieny:No.
Kevin Dieny:Or a house.
Kevin Dieny:The house is gonna go, oh yeah, no, it's the people in the house,
Kevin Dieny:the people in the building.
Kevin Dieny:It's the people.
Kevin Dieny:, it's always, moral Marketing is always done to people, right?
Kevin Dieny:So, You're gonna want a list of the people in those segments you've thought of.
Kevin Dieny:So in your top five, right?
Kevin Dieny:So on the left side of the page, just write a quick name for each one.
Kevin Dieny:You might say, customer and in this area, or just customer, right?
Kevin Dieny:Or let's say in my crm, but not a customer yet, or customer in
Kevin Dieny:the last six months, or customer.
Kevin Dieny:Three years ago, up to a year ago, whatever your top five
Kevin Dieny:are, right to the right of them.
Kevin Dieny:Put how many people are in that audience or that segment.
Kevin Dieny:So for instance, you might say, okay, well this one is a thousand,
Kevin Dieny:this one is 20, this next one is 200, and this last one is 60,000.
Kevin Dieny:Okay, I'm just gonna come up with some totally random.
Kevin Dieny:For remarketing campaign.
Kevin Dieny:You generally want to go with audience sizes, at least above a thousand
Kevin Dieny:so that you don't waste your time.
Kevin Dieny:Now, I believe the smallest audience you could work with is 500 or 300,
Kevin Dieny:somewhere in there, depending on the, the platform, but generally speak.
Kevin Dieny:Try your best to get an audience size above a thousand.
Kevin Dieny:If you don't have that in any population, look at your whole CRM , okay?
Kevin Dieny:You don't have that.
Kevin Dieny:Okay?
Kevin Dieny:Now let's go to your website.
Kevin Dieny:Okay?
Kevin Dieny:You don't have that, okay?
Kevin Dieny:If you don't have a thousand anywhere, this episode of remarketing will not
Kevin Dieny:be of use or help for you , okay?
Kevin Dieny:So you need to be able to remarket, you need at least a minimum amount of.
Kevin Dieny:So maybe I should have mentioned this earlier, . Sorry.
Kevin Dieny:So anyway, you're moving forward.
Kevin Dieny:Okay.
Kevin Dieny:You've got an audience size, you've got some that are over a thousand.
Kevin Dieny:Cross out the ones that are too small for now.
Kevin Dieny:Okay.
Kevin Dieny:And I'm talking about ad advertising.
Kevin Dieny:Remarketing.
Kevin Dieny:You could email five people.
Kevin Dieny:You could send a direct mail piece to five people.
Kevin Dieny:The medium does make the audience size.
Kevin Dieny:More reasonable, but we're considering remarketing where
Kevin Dieny:you could do any of the channels.
Kevin Dieny:Okay.
Kevin Dieny:Any of the mediums.
Kevin Dieny:And for that, the platform that sets the, the requirement for this is
Kevin Dieny:the ad platforms, because they do have minimum requirements for this.
Kevin Dieny:And it's generally about 500, but it's safest to go at the thousand.
Kevin Dieny:So that.
Kevin Dieny:You're not wasting your time making copy, coming up with ideas.
Kevin Dieny:You, you can pretty much be assured that it's gonna work, right?
Kevin Dieny:So, You've got your audiences above a thousand.
Kevin Dieny:You've got other ones crossed out for now you've got the
Kevin Dieny:ones that are above a thousand.
Kevin Dieny:Great.
Kevin Dieny:Okay.
Kevin Dieny:Now, really any medium you could, you could do, you don't have to use ads, you
Kevin Dieny:know, then you can go back, decide maybe I want to use a smaller audience, but
Kevin Dieny:with a audience size above a thousand people, it means you could do any
Kevin Dieny:medium or all the medium simultaneously or overlapping in some strategic way.
Kevin Dieny:That's the freedom of a list size larger than a thousand.
Kevin Dieny:So now you have.
Kevin Dieny:I've got this list, I've got this group, this audience, it's thousand
Kevin Dieny:or more, and maybe a couple there.
Kevin Dieny:Now you need to think, okay, well what am I gonna do with them?
Kevin Dieny:In some businesses there is no, there isn't really an upsell.
Kevin Dieny:So you may say, well, I, I do business with them, but there's
Kevin Dieny:nothing else I could sell them.
Kevin Dieny:Nothing else I could invite them into.
Kevin Dieny:There's no other service I could offer them.
Kevin Dieny:So maybe that's not the best list, , or you could go to the
Kevin Dieny:drying board and say, well, is can I come up with a service, a product,
Kevin Dieny:something that would work for them?
Kevin Dieny:You know, there's some product development there, but generally
Kevin Dieny:speaking, a business does have opportunities for upselling cross-selling.
Kevin Dieny:And so that's kind of where your, your head should be at
Kevin Dieny:is, okay, I have this audience.
Kevin Dieny:It's greater than a thousand.
Kevin Dieny:Ideally it's your, you know, in the theme of this episode, we're
Kevin Dieny:talking about your customer.
Kevin Dieny:One of these audiences is your customers.
Kevin Dieny:So what could you, how could you add value to them to what they have?
Kevin Dieny:And think about them carefully.
Kevin Dieny:Because if you've got a list where it's like, okay, customers in the last 30
Kevin Dieny:days, you may go, well, is this too early?
Kevin Dieny:To remarket to them, you know, to show them some more marketing.
Kevin Dieny:Is it too soon?
Kevin Dieny:Maybe it's perfectly the right time.
Kevin Dieny:I don't know.
Kevin Dieny:, maybe you're like, you know what?
Kevin Dieny:It's not gonna be helpful.
Kevin Dieny:You know, all the upsells or cross cells I have are.
Kevin Dieny:Those that are or have been customers and have our, have
Kevin Dieny:had our service for a while.
Kevin Dieny:Okay?
Kevin Dieny:So that all comes into tailoring your audience.
Kevin Dieny:That's done.
Kevin Dieny:You've done that already.
Kevin Dieny:You figured that out.
Kevin Dieny:Okay.
Kevin Dieny:Now you, now that you've got this audience, you may even have ideas
Kevin Dieny:just looking at this audience.
Kevin Dieny:Oh yeah, this group would be great to sell these things.
Kevin Dieny:, but maybe if your audience is large enough, think about, well, what else
Kevin Dieny:can you do to make it more homogenous?
Kevin Dieny:Can you make it more specific, make it more, make them more
Kevin Dieny:interested in whatever the offer you have ready to go is.
Kevin Dieny:For instance, let's think of one.
Kevin Dieny:So, okay, let's use the golf example.
Kevin Dieny:I might be a golfer in an area, and I wear through my gloves pretty frequently, so to
Kevin Dieny:wear through my gloves pretty frequently.
Kevin Dieny:I'd have to be, I'd have to be someone who either frequently plays or plays pretty
Kevin Dieny:aggressively when I swing to tear up my glove or something, or I'm just, I'm a one
Kevin Dieny:glove a game type of person or something.
Kevin Dieny:So if you have any of those in any of those data points, you can use 'em, right?
Kevin Dieny:Like frequency of going golfing or anything like that.
Kevin Dieny:Um, if you, if you're like, I don't know any of that stuff, you can just go, okay,
Kevin Dieny:well, Generally speaking, the people we do business with are in this age group.
Kevin Dieny:Maybe they're a little older and they have more time to play.
Kevin Dieny:So you go, you know what?
Kevin Dieny:I could sell this service.
Kevin Dieny:I could sell golf gloves to anyone, but I tend to do best, or I tend to sell
Kevin Dieny:best to people who are a little older.
Kevin Dieny:And you go, You might actually exclude people who are under a certain age, even
Kevin Dieny:though you could work with them, you want this group to be more relevant,
Kevin Dieny:harder hitting for the message or product or service that you want to show them.
Kevin Dieny:You could always create a separate marketing piece for the younger group.
Kevin Dieny:Later.
Kevin Dieny:As long as there's enough.
Kevin Dieny:I know the audience size limitation is there, but as long as you have that
Kevin Dieny:audience size to work with, you might want to re think about things that you
Kevin Dieny:could remove to make this a more targeted, highly personalized, homogenous audience.
Kevin Dieny:That in that way your marketing message is like a, a home run . So,
Kevin Dieny:When you put this message in front of them, you're gonna be like, yeah,
Kevin Dieny:this is gonna resonate with them.
Kevin Dieny:That's the kind of, that's how you want remarketing to feel.
Kevin Dieny:, oh man.
Kevin Dieny:If I've got this great audience in my database, if they, if I messaged them
Kevin Dieny:this message or if I said, Hey, did you know you're wasting this much?
Kevin Dieny:Or, you know how much you could save or look at the value that
Kevin Dieny:they would really understand that that's the purpose of remarketing.
Kevin Dieny:That's, it's in its simple form.
Kevin Dieny:So you've got your audience, maybe you've tweaked it a bit.
Kevin Dieny:Now it's really, really niche, really specific.
Kevin Dieny:It still meets the thousand minimum requirements to make
Kevin Dieny:it a suitable audience size.
Kevin Dieny:Now you're like, yes, all.
Kevin Dieny:, I know my audience and because of the, the nicheness or the composition of
Kevin Dieny:this group, I now know what I'm gonna offer them, whether it's an upsell, a
Kevin Dieny:cross-sell, maybe a promotional thing, whatever it is to this customer group.
Kevin Dieny:Okay?
Kevin Dieny:Now, the reason why you want to even market remarket it all to customers,
Kevin Dieny:like I said before, they know you, right?
Kevin Dieny:They have worked with you before.
Kevin Dieny:They might be a suitably aware group.
Kevin Dieny:They're interested, they might be more loyal, they've.
Kevin Dieny:with you.
Kevin Dieny:And, and so they have an understanding of what to expect.
Kevin Dieny:You can go beyond the, the line of what you've delivered already and give
Kevin Dieny:them an even better, even more value.
Kevin Dieny:And in that way you turn them from, yeah, I bought from this
Kevin Dieny:company to, I love this company.
Kevin Dieny:Or This company not only helps me with this, they give me all these
Kevin Dieny:other things and it's really valuable.
Kevin Dieny:Or you know, they might say, you know, this company is expensive.
Kevin Dieny:It's.
Kevin Dieny:, but they're better than everybody else.
Kevin Dieny:You know, , there's lots of realm to work with there.
Kevin Dieny:So you've got your audience, you've got your idea of what you wanna offer them to
Kevin Dieny:some extent right now, before you go any further, and this is to save you time and
Kevin Dieny:effort, and I'm telling you this from my own experience, you want to make sure that
Kevin Dieny:that list that you have is going to match.
Kevin Dieny:Into the platforms that have remarketing as a service available or remarketing
Kevin Dieny:self-service capabilities available.
Kevin Dieny:Let me unpack this a little bit for you.
Kevin Dieny:. If you have a list of a thousand people with a thousand with,
Kevin Dieny:you know, here's the list.
Kevin Dieny:There's a thousand people and one in each row down my list, right?
Kevin Dieny:That's, that's usually it's a spreadsheet or a csv, um, format or an XLS
Kevin Dieny:format, file, whatever it is, right?
Kevin Dieny:You're gonna, you're gonna have people down, each person, down each row.
Kevin Dieny:Now, for each, in each row, you have the person's information, right?
Kevin Dieny:Might be first name, last name, email, phone.
Kevin Dieny:From there.
Kevin Dieny:Whatever other information you, you've included in this list, maybe the value
Kevin Dieny:that they've, they've brought to you.
Kevin Dieny:Anyway, whatever it is that's in this list, uh, you have to consider, okay,
Kevin Dieny:I have this audience, I have this list.
Kevin Dieny:Is this list clean ? When I put this, upload this list, or when I match,
Kevin Dieny:when I pull it, maybe your CRM or your database has a direct into audience.
Kevin Dieny:Tool.
Kevin Dieny:I know that some of the platforms, some of the marketing automation tools, marketing
Kevin Dieny:hubs, marketing CRMs, things like that, they do have these tools available where
Kevin Dieny:you can just say, okay, made a list.
Kevin Dieny:Now export it to an audience platform for remarketing.
Kevin Dieny:Now, if you're working manually, which sometimes is better than
Kevin Dieny:those two, even those tools, integrations, you wanna make sure.
Kevin Dieny:All the formatting, all the fields down, every row that you're going to
Kevin Dieny:import are all crystal clean and . They, they are all functionally correct.
Kevin Dieny:So the email field, right, if you think about it, well, it's always
Kevin Dieny:something at domain and then tld, right?
Kevin Dieny:So it's like, Kevin callsource.com or bill callsource.com or
Kevin Dieny:something like that, right?
Kevin Dieny:It's always like something at the company domain, which is sometimes call,
Kevin Dieny:which for us is callsource.com, right?
Kevin Dieny:That's usually what an email address looks like.
Kevin Dieny:If you see something that says, Kevin at, and there's no something.com or.net
Kevin Dieny:or Gmail or whatever it is, right Then that email address is broken.
Kevin Dieny:It's bad.
Kevin Dieny:That's not a correct email.
Kevin Dieny:So even though it's in your thousand, the problem is, is that when it
Kevin Dieny:tries to match up into the audience platform, it's not gonna work.
Kevin Dieny:The audience platform has this information.
Kevin Dieny:And so what you're doing is you're taking your list or your report
Kevin Dieny:or your tool integration and it's saying, Hey, I have Kevin here.
Kevin Dieny:Here's his information.
Kevin Dieny:Do you have Kevin?
Kevin Dieny:And they're gonna go, okay.
Kevin Dieny:If you have a bad email, it's gonna say, Nope, I don't have it.
Kevin Dieny:So you're, that row won't count.
Kevin Dieny:Now if you have a thousand.
Kevin Dieny:and you import across and it says, okay, I only found 50 , right?
Kevin Dieny:Your match rate is gonna be terrible.
Kevin Dieny:That's a 5% match rate.
Kevin Dieny:That's terrible.
Kevin Dieny:You wanna shoot for match rates that give you a sizable audience to
Kevin Dieny:advertise to at the end of the day.
Kevin Dieny:That's why I said try to get a thousand clean list of records, because when you
Kevin Dieny:match your match rate, if your match rate is 50%, you end up with 500 that you can
Kevin Dieny:target of the thousand that you gave.
Kevin Dieny:That's it.
Kevin Dieny:So your match rate, 50% means that you're a thousand got cut
Kevin Dieny:in half, they matched half.
Kevin Dieny:You can't expect a match rate of a hundred and percent it, I mean, it
Kevin Dieny:can happen, but just assume that you're gonna get a 50 hope for a 50%
Kevin Dieny:plus because then you'll still meet the minimum requirements, right?
Kevin Dieny:Like I said, minimum is 500 ish.
Kevin Dieny:That's why I said go to a thousand when you make your list.
Kevin Dieny:Because when you go to match into these remarketing platforms,
Kevin Dieny:they are gonna require you.
Kevin Dieny:Your matched audience be a certain size, so you, you're
Kevin Dieny:gonna need to clean your list up.
Kevin Dieny:If, if it's not too enormous, meaning I, I think, you know, depending on
Kevin Dieny:your memory of your computer and Excel or Google sheets, whatever you're
Kevin Dieny:using to, to clean it up isn't in the hundreds of thousands of rows of people.
Kevin Dieny:Then you can do it, some of it manually, right?
Kevin Dieny:You can go through and say, okay.
Kevin Dieny:Any email address that doesn't contain the A at sign, any
Kevin Dieny:anything doesn't have a period.
Kevin Dieny:Right?
Kevin Dieny:Make them all lowercase, get it all prepped.
Kevin Dieny:The other thing you can do is each of the audience platforms for remarketing have a
Kevin Dieny:template, so get their template and then.
Kevin Dieny:Copy your list onto their template, and then make sure your format
Kevin Dieny:says matches exactly as they want.
Kevin Dieny:I know in Facebook they may say something like, okay, give us,
Kevin Dieny:you know, separate the first name and last name, another platform.
Kevin Dieny:I say, give me the first name and last name all together, . And then you
Kevin Dieny:might go, oh, okay, well what if some p someone includes their middle name?
Kevin Dieny:What if someone has a, so a, so uh, has like a junior or a mister or
Kevin Dieny:a doctor in front of their name.
Kevin Dieny:All of that you're gonna have to clean up, which is the data.
Kevin Dieny:Organizational component of what you're doing, and it makes your CRM
Kevin Dieny:data governance really important so that you don't have to worry
Kevin Dieny:about doing this constantly, right?
Kevin Dieny:You don't export email addresses, and they're all funky, they're all terrible.
Kevin Dieny:You wanna make sure that your information is CL clean so that you can
Kevin Dieny:do things like this without spending.
Kevin Dieny:It's like, great.
Kevin Dieny:I love the idea of remarketing.
Kevin Dieny:I went and I pulled out my list and it was, the list was all garbage, right?
Kevin Dieny:Half the names are, are capitalized or, or missing a last
Kevin Dieny:first name or something, right?
Kevin Dieny:Or they don't have any email addresses or that most of the
Kevin Dieny:email addresses are wonky.
Kevin Dieny:. Go through, clean it up, get it real nice.
Kevin Dieny:, do it your best, right?
Kevin Dieny:You can't expect anything other than that.
Kevin Dieny:You take your list, you upload it, or use your integrator tool or whatever
Kevin Dieny:it is to get to take your customer audience and put it in these platforms.
Kevin Dieny:So you put the, the most common ones, right?
Kevin Dieny:It's like Google and Facebook.
Kevin Dieny:Not a lot of people are using, but a lot of, or most of the.
Kevin Dieny:Audience networks that are self-service have a capability of uploading a list
Kevin Dieny:and then matching it and just telling you, okay, well you uploaded a list
Kevin Dieny:of X and this is how many we have Of those people, they're not gonna tell you
Kevin Dieny:individually who they have for privacy.
Kevin Dieny:They're just gonna say a number, an overall aggregate number, right?
Kevin Dieny:So assuming, okay, let's check this box.
Kevin Dieny:Assuming you've got your audience, your offer, and it's a matched audience
Kevin Dieny:size, suitable for advertising, right?
Kevin Dieny:Now you can begin the digital marketing of remarketing to this audience.
Kevin Dieny:Now, at any point along this way, if you've reached a point
Kevin Dieny:where you're like, crud, I don't have a large enough audience.
Kevin Dieny:I don't have a.
Kevin Dieny:My matched audience were terrible.
Kevin Dieny:You could always go back to any sort of remarketing medium that, that is not
Kevin Dieny:digital, that has a smaller requirement.
Kevin Dieny:You could literally send one letter to one person.
Kevin Dieny:You could direct mail like 200 postcards, right?
Kevin Dieny:You can call people.
Kevin Dieny:Um, there's lots of things you can do.
Kevin Dieny:That aren't digital, that would still work and work really well for remarketing.
Kevin Dieny:But as we're moving forward, we're gonna focus on the digital side.
Kevin Dieny:You've got a matched audience and they're sizable enough to advertise to.
Kevin Dieny:Okay, so you make your campaign.
Kevin Dieny:Uh, my taxonomy always tells me everything I need to know about the campaign,
Kevin Dieny:and it's a unique campaign name.
Kevin Dieny:Just in the campaign name.
Kevin Dieny:It's always unique there that my campaign names are always unique.
Kevin Dieny:So in my campaign name, it's gonna tell me, this is a remarketing campaign.
Kevin Dieny:It's gonna tell me who the audience is, it's gonna tell me when
Kevin Dieny:this campaign was established.
Kevin Dieny:It's gonna tell me other information, if I need to know anything that I've
Kevin Dieny:put up along the way so that, you know, we always, it's the practice
Kevin Dieny:of if you get hit by a bus , right, and you're gone, is anyone gonna be
Kevin Dieny:able to look at this campaign and.
Kevin Dieny:Oh, I see what he was doing here.
Kevin Dieny:You know, I could figure it out.
Kevin Dieny:Or they're just gonna see the campaign's called campaign
Kevin Dieny:number four, . That's so helpful.
Kevin Dieny:I, I know everything I need to know from campaign number four.
Kevin Dieny:No, you don't know anything.
Kevin Dieny:Campaign number four doesn't mean anything.
Kevin Dieny:So in the campaign name, and this is what we'll pass across into U t UTM
Kevin Dieny:parameters, I like to put re So that tells me, okay, this is a remarketing campaign.
Kevin Dieny:And that also helps differentiate it in UTM parameters.
Kevin Dieny:And when it they come ultimately, maybe to my website or if they call
Kevin Dieny:or anything like that, I'm gonna know, okay, that this came from remarketing
Kevin Dieny:campaign, so I can attribute it.
Kevin Dieny:Okay, I've got my campaign.
Kevin Dieny:Now.
Kevin Dieny:Most of the, I would say 90% of remarketing campaigns are gonna be
Kevin Dieny:display based, so, What does that mean?
Kevin Dieny:That means that when you remarket to people, it's going to be with a visual, a
Kevin Dieny:graphical video, some sort of a placement.
Kevin Dieny:Um, that is going to be an ad that is contextually graphical.
Kevin Dieny:It's gonna have images, imagery to it.
Kevin Dieny:It's not gonna.
Kevin Dieny:just text most of the time.
Kevin Dieny:Like, um, actually like Highlightable, copyable text, the ad itself is
Kevin Dieny:gonna be in the format of, uh, display ad, and that I believe is
Kevin Dieny:the choice of most platforms there.
Kevin Dieny:It's not always the case.
Kevin Dieny:There are other ways.
Kevin Dieny:There are other, let's say, placements, other types, other formats, other mediums
Kevin Dieny:within digital even that it may show up.
Kevin Dieny:But generally speaking, when.
Kevin Dieny:The ad that people are gonna see is gonna be a display ad.
Kevin Dieny:An image ad.
Kevin Dieny:Okay.
Kevin Dieny:Could be responsive, could be a lot of things, but generally think of
Kevin Dieny:it as there's text-based ads that have no graphical visual component.
Kevin Dieny:They're just words.
Kevin Dieny:There's display, which incorporates quite a lot, which is
Kevin Dieny:graphical, and then video, right?
Kevin Dieny:Maybe moving GIF responsive is in there, but generally speaking, The
Kevin Dieny:sort of experience ads are gonna be a lot more on the, the visual and
Kevin Dieny:the more informative, quick, simple ads are gonna be in text-based.
Kevin Dieny:So the display side ads are gonna be what mostly is gonna be the
Kevin Dieny:option for you for remarking.
Kevin Dieny:So just be thinking, okay, I have my offer in mind.
Kevin Dieny:I know the audience, I have them in mind.
Kevin Dieny:I, how do I, what visual do I make for this?
Kevin Dieny:Okay.
Kevin Dieny:Remember with display ads, You've got less.
Kevin Dieny:I like to think of it.
Kevin Dieny:You've got less than five seconds.
Kevin Dieny:That's it.
Kevin Dieny:Someone's gonna give you five seconds of their time at best here, . Some
Kevin Dieny:people don't even look at the sides of a blog or where the banners are for ads.
Kevin Dieny:Some people have a lot of ad blocking, so they don't even know the ads exist.
Kevin Dieny:But if they do see them, if they are there, you've got less than five seconds.
Kevin Dieny:Okay?
Kevin Dieny:So things that are important.
Kevin Dieny:Okay, is to to note, is that the border of your graphic, your banner,
Kevin Dieny:whatever it is, needs to have some contrast relative to the page it's on.
Kevin Dieny:You may be thinking, well, Display ads run the gamut in format.
Kevin Dieny:They go tall like a skyscraper.
Kevin Dieny:They go wide like a billboard.
Kevin Dieny:They go square, rectangular, they go tiny on mobile.
Kevin Dieny:They go, there's all kinds of combinations, whatever it is, right?
Kevin Dieny:You really don't want people wondering, is this an ad?
Kevin Dieny:Now, it kind of seems counterintuitive, but hear me out here.
Kevin Dieny:You want people confident that when they click that, that they
Kevin Dieny:know they're going to a nut.
Kevin Dieny:They're going to another page.
Kevin Dieny:You want them to expect that I'm gonna go to this page, or, oh, I, I know this
Kevin Dieny:is an ad, but I still want to click on it cuz it's that interesting to me.
Kevin Dieny:You don't want to trick people.
Kevin Dieny:, you don't want to.
Kevin Dieny:Make an ad look just like the page it's on.
Kevin Dieny:So they click on it thinking that they're gonna go within the page,
Kevin Dieny:and then you take them somewhere completely else elsewhere.
Kevin Dieny:That is not, that is not a good experience.
Kevin Dieny:You want people, 100% to know this is an ad.
Kevin Dieny:I don't care.
Kevin Dieny:Right.
Kevin Dieny:It's kinda what you want 'em to say, because there's something so compelling
Kevin Dieny:about this ad that I want to click on it.
Kevin Dieny:That's how you do proper.
Kevin Dieny:Maybe not, I shouldn't say proper.
Kevin Dieny:That's how you do effective display advertising.
Kevin Dieny:You don't want them to think that when they click that,
Kevin Dieny:that nothing's gonna happen.
Kevin Dieny:You want them to know, when I click this, something will happen.
Kevin Dieny:So that's why I say slap a one pixel border around the
Kevin Dieny:outside of this display ad.
Kevin Dieny:Whatever the visual is.
Kevin Dieny:You could make up a display ad in Microsoft Paint.
Kevin Dieny:Okay, you.
Kevin Dieny:It doesn't have to be hardcore professional graphic design.
Kevin Dieny:If you have the ability to have someone make something for you,
Kevin Dieny:mock up something, something you've used in the past that fits this
Kevin Dieny:entire scheme, really well do that.
Kevin Dieny:Fine.
Kevin Dieny:You are gonna need to make, assuming that, um, you're not using some of the like,
Kevin Dieny:kind of responsively design components of some of these ad platforms, you probably
Kevin Dieny:will need several formats and there are.
Kevin Dieny:Most common formats for banners, for display ads, and
Kevin Dieny:there's some least common ones.
Kevin Dieny:The most common ones are gonna be like, right, the billboard type, the
Kevin Dieny:leaderboard type, the square, the the, and the same versions designed for mobile.
Kevin Dieny:That's basically it.
Kevin Dieny:Think of this like within a month, okay?
Kevin Dieny:Most businesses can come up with, an audience can match it, okay?
Kevin Dieny:Clean it, match it.
Kevin Dieny:Have their offer and their graphics designed, which is, and then ultimately
Kevin Dieny:and their landing page built.
Kevin Dieny:That's kind of what's required to get a remarketing campaign launched.
Kevin Dieny:You're like, okay, I've uploaded my list.
Kevin Dieny:I know my matched audience.
Kevin Dieny:It's good enough.
Kevin Dieny:I know my offer.
Kevin Dieny:I know kind of what visuals I want.
Kevin Dieny:I know kind of how I want the ad to look.
Kevin Dieny:Go make that landing page look dead similar to your display ad.
Kevin Dieny:So, Again, let's use the golf example.
Kevin Dieny:If you've got a glove hand torn up and shredded or something, in the ad so
Kevin Dieny:that someone goes, whoa, what is that?
Kevin Dieny:And they know, understand golf and it's familiar to them, but seeing it
Kevin Dieny:shredded up and then your offer is like, Hey, we, you know, we'll ship a glove
Kevin Dieny:to you, or five gloves to you a month or something if that's your service.
Kevin Dieny:I'm just coming up with it here.
Kevin Dieny:When they click that and go to the landing, Put that glove image,
Kevin Dieny:visual something on the page.
Kevin Dieny:Put the same language on the page.
Kevin Dieny:One of the biggest problems with where it falls off right from the click
Kevin Dieny:to the land is when your ad doesn't look anything like your landing page.
Kevin Dieny:It's such a bad, this is a practice applied to any display ad, but
Kevin Dieny:for remarketing to your customers.
Kevin Dieny:, you want that ad to be really resonated with them.
Kevin Dieny:So don't just, don't just leave it all in the ad.
Kevin Dieny:Think about, okay, now that they've clicked it and they've gone to the
Kevin Dieny:landing page, right, it's still important that there's congruence there, that
Kevin Dieny:it's relevant, that it's, you're not clicking on glove and then you, now you're
Kevin Dieny:landing on a, a sale for golf clubs.
Kevin Dieny:Okay?
Kevin Dieny:That's not, that's not the transition you wanna make.
Kevin Dieny:You wanna keep this all very much congruent and in.
Kevin Dieny:Now you've got it all.
Kevin Dieny:Now think about this.
Kevin Dieny:I mean, go to a whiteboard like this, right?
Kevin Dieny:Go to write it down on a piece of paper.
Kevin Dieny:Think about it.
Kevin Dieny:What will be the experience of the customer I have in this group?
Kevin Dieny:And you're gonna go, okay, so they're sitting one day, they visit a site,
Kevin Dieny:they see my ad, they go to another website or another website, or they
Kevin Dieny:see their Facebook feed or wherever it is you're advertising, right?
Kevin Dieny:They see my ad again.
Kevin Dieny:. Okay.
Kevin Dieny:They read it, they go, this is compelling.
Kevin Dieny:I know this is an ad.
Kevin Dieny:I'm going to click it because I'm interested in figuring out
Kevin Dieny:either how much it costs, if it's true, what the terms are.
Kevin Dieny:You know, like they're, they're compelled to move to that next step.
Kevin Dieny:They're interested in that moment.
Kevin Dieny:They're interested.
Kevin Dieny:They go there to the landing page.
Kevin Dieny:, whatever's on that page.
Kevin Dieny:That's the next layer of experience.
Kevin Dieny:Okay.
Kevin Dieny:Let's say they decide either to fill out the form, to call to chat,
Kevin Dieny:whatever it is that your converting, converting action point is.
Kevin Dieny:They do that, then there's a follow up.
Kevin Dieny:Then there's the next step.
Kevin Dieny:Maybe there's an appointment, maybe there's a visit may, whatever it is
Kevin Dieny:that you do until they purchase again.
Kevin Dieny:Okay?
Kevin Dieny:Walk through what that, think about what that journey.
Kevin Dieny:Feels like, what does it look like?
Kevin Dieny:Does that make sense?
Kevin Dieny:Right?
Kevin Dieny:And that's where I want to throw some monkey wrenches in here at the
Kevin Dieny:end, which is what things do not do and what things to really think
Kevin Dieny:about with remarketing to customers.
Kevin Dieny:Okay?
Kevin Dieny:These are the things that are the most common arguments, alright,
Kevin Dieny:against remarketing number one.
Kevin Dieny:Remarketing makes everyone pissed off.
Kevin Dieny:Remarketing really makes people upset.
Kevin Dieny:I already bought the couch.
Kevin Dieny:Why am I seeing the couch again in ads?
Kevin Dieny:You know, I'm a customer.
Kevin Dieny:Why are they treating me like I'm not a customer?
Kevin Dieny:This is all remarketing done wrong.
Kevin Dieny:Because it is hard remarketing.
Kevin Dieny:Getting the list right, which I spent so much time on, is hard.
Kevin Dieny:You might be a customer in their database.
Kevin Dieny:They may have exported that, they may have put it in a list to match the
Kevin Dieny:audience of, and they didn't find you.
Kevin Dieny:That's not the business's fault , right?
Kevin Dieny:It's just the way of the, it's just the way that it works.
Kevin Dieny:So you.
Kevin Dieny:They don't, uh, business may have a couple audiences.
Kevin Dieny:They may have, okay.
Kevin Dieny:People who haven't bought, then they have people who have bought, people
Kevin Dieny:who are in a special group, right?
Kevin Dieny:They may have these three, that's it.
Kevin Dieny:Three audiences.
Kevin Dieny:Well, if it, if for some reason, The lists don't work.
Kevin Dieny:You're just gonna roll up to the audience that they do have you in,
Kevin Dieny:but the information is mismatched.
Kevin Dieny:So you may see ads that say, oh, join now to become a new customer.
Kevin Dieny:This discount only applies to new customers.
Kevin Dieny:And it's like, oh, cred.
Kevin Dieny:I'm already a customer.
Kevin Dieny:Why am I seeing these ads?
Kevin Dieny:I despise these ads . So this happens a.
Kevin Dieny:and as a thing that really does upset people is being in the wrong audience.
Kevin Dieny:Okay?
Kevin Dieny:So you have to think about that.
Kevin Dieny:Okay, I have this audience.
Kevin Dieny:What if I missed people?
Kevin Dieny:My match rate was, let's say 50%.
Kevin Dieny:What's gonna happen to the other 50%?
Kevin Dieny:Right?
Kevin Dieny:Is this gonna marry relevant to them?
Kevin Dieny:Okay.
Kevin Dieny:The other thing to remember is f.
Kevin Dieny:That metric is so important.
Kevin Dieny:It's the frequency of pissing people off
Kevin Dieny:Okay?
Kevin Dieny:It's very much the same.
Kevin Dieny:It's, it's a similar correlative metric to getting people frustrated.
Kevin Dieny:Frequency is the amount of times that a single person has seen that ad.
Kevin Dieny:So let's say I saw an ad three or four times that may not really upset me,
Kevin Dieny:especially if it's over like a weak.
Kevin Dieny:I just may be like, oh yeah, I've seen that company again and again.
Kevin Dieny:Some people seeing an ad even once will flare them.
Kevin Dieny:Okay?
Kevin Dieny:There's also people who could see an ad a thousand times and not care.
Kevin Dieny:So don't worry about necessarily getting people upset cuz
Kevin Dieny:you have to take some risks.
Kevin Dieny:In business, you have to do that.
Kevin Dieny:But to get the, the least amount of people upset, frequency
Kevin Dieny:will tell you how many times.
Kevin Dieny:On average, one, each person has seen or one person has seen an ad.
Kevin Dieny:All right?
Kevin Dieny:So on Facebook it's very, very, they, they have this metric in there, and
Kevin Dieny:it's important that you look at this.
Kevin Dieny:So let's say you run a campaign for a couple weeks.
Kevin Dieny:If your frequency is above 10, okay, maybe it's above 20 . That means
Kevin Dieny:that the people who have seen your ads each have seen them on average.
Kevin Dieny:Over 10 times or over 20 or over 30.
Kevin Dieny:When it gets above 10, you may want to consider lowering your daily budget
Kevin Dieny:so that less people would see it.
Kevin Dieny:That's just one way to control that.
Kevin Dieny:Another way to control it is to put more people in the audience so that.
Kevin Dieny:Basically, your ad budget is spread over a larger group of people,
Kevin Dieny:so the frequency should go down.
Kevin Dieny:You kind of want under 10 frequency.
Kevin Dieny:If you can get under 20, it might be healthy for you.
Kevin Dieny:Depending on your business, you may want a really high frequency in a short period,
Kevin Dieny:and then you're gonna turn the ad off.
Kevin Dieny:You may just wanna go hard for a little while.
Kevin Dieny:Okay?
Kevin Dieny:All of these are different strategic use cases, but really don't
Kevin Dieny:forget about frequency because if you over frequent your people.
Kevin Dieny:They're gonna be upset.
Kevin Dieny:They're gonna get mad . Okay?
Kevin Dieny:The second thing that I keep hearing about remarketing, and
Kevin Dieny:then the first one's not untrue.
Kevin Dieny:It's just you gotta be mindful, right?
Kevin Dieny:The second thing about remarketing that makes people upset is
Kevin Dieny:that whole, I bought the couch.
Kevin Dieny:Why am I seeing the couch again?
Kevin Dieny:You can't do anything about that all the time.
Kevin Dieny:You but it, and it's so hard to control your audiences so that they're exclusive.
Kevin Dieny:You want minimal overlap between, especially vertically.
Kevin Dieny:Grouped audiences that move people through a, a linear process, like
Kevin Dieny:a customer journey, a buying cycle.
Kevin Dieny:You don't want people to keep seeing an ad when they don't care.
Kevin Dieny:They've already bought, they're not interested.
Kevin Dieny:So you may keep your audience window short, small.
Kevin Dieny:So meaning if you uploaded a list, you advertise to it, you may go, okay, in
Kevin Dieny:60, 90 days I'm gonna wash this list out, put a new campaign on, or something like.
Kevin Dieny:There's other ways.
Kevin Dieny:Try to combat the frequency problem or the, I'm in the wrong bucket problem,
Kevin Dieny:but it's something you can't forget about because it will frustrate people.
Kevin Dieny:All right.
Kevin Dieny:Last one is there's a lot of different marketing strategies, mediums, channels.
Kevin Dieny:Gosh.
Kevin Dieny:So if I'm doing no marketing today, how important is remarketing?
Kevin Dieny:I always think about it like this.
Kevin Dieny:When you first start running your marketing campaign.
Kevin Dieny:, it will flow like a funnel.
Kevin Dieny:The funnel is really a great example.
Kevin Dieny:You're gonna have people at the top, people in the middle,
Kevin Dieny:and people at the bottom.
Kevin Dieny:Okay?
Kevin Dieny:Where your campaign fits in is a hundred percent dependent on
Kevin Dieny:the, on the funnel above it.
Kevin Dieny:For instance, to convert people in the middle.
Kevin Dieny:Those people need to know who you are, have some awareness, and
Kevin Dieny:have some understanding that, that there's a problem and that you
Kevin Dieny:could possibly solve it, right?
Kevin Dieny:All that happens at the top, so people aren't just, , I've
Kevin Dieny:never heard of this company.
Kevin Dieny:I have no idea what they do.
Kevin Dieny:I'll call them . That doesn't happen.
Kevin Dieny:So to get people to the point where they go, I know what this
Kevin Dieny:company does, I'm interested.
Kevin Dieny:They have a, I have a problem, and they can solve it.
Kevin Dieny:You know, to get them to that awareness and interest level,
Kevin Dieny:that buying stage level, they have to uncover and get educated.
Kevin Dieny:Right?
Kevin Dieny:That happens kind of at the top.
Kevin Dieny:So you move people top to middle to bottom.
Kevin Dieny:So wherever your marketing is, it's situated sort of in a.
Kevin Dieny:. Now where, what's the dropoff?
Kevin Dieny:Let's say that people who are signing up on your website, let's say there's
Kevin Dieny:a hundred in a month, and let's say out of the a hundred, only 2%, so two end
Kevin Dieny:up turning into a deal or an opportunity or an appointment or something.
Kevin Dieny:So 2% of a hun, 2% of a hundred, there's two people that's kind of small.
Kevin Dieny:So you may go, Hmm, I'm seeing a hundred.
Kevin Dieny:I'm only able to convert of the a hundred leads, two of them.
Kevin Dieny:, that seems, that feels bad.
Kevin Dieny:What Can I increase that number?
Kevin Dieny:Okay.
Kevin Dieny:That's what's, there's a severe drop off happening in my funnel.
Kevin Dieny:It's going from a healthy shaped triangle to like a very skinny, weird
Kevin Dieny:, like a really long funnel, right?
Kevin Dieny:Very skinny in the, very skinny and toward the bottom.
Kevin Dieny:So that understanding where your, where your flow or.
Kevin Dieny:customer journey has dropoff points.
Kevin Dieny:The dropoff points are perfect for remarketing.
Kevin Dieny:Okay?
Kevin Dieny:You have a hundred leads that came in only to turn into appointments.
Kevin Dieny:What about the other 98?
Kevin Dieny:What can we do there?
Kevin Dieny:Ding, ding, remarketing, , right?
Kevin Dieny:Let's get them back.
Kevin Dieny:Maybe there was something that initially interested them
Kevin Dieny:and then they lost interest.
Kevin Dieny:Well, how can we get their interest up again?
Kevin Dieny:How can we get them excited again, that's remarketing.
Kevin Dieny:That's one.
Kevin Dieny:Most tactical use cases so that you understand now with customers,
Kevin Dieny:they're already bought, right?
Kevin Dieny:But what are they doing?
Kevin Dieny:Like sure you've got them you bought, but now they're just out there.
Kevin Dieny:You have this entire list of customers, what could, could
Kevin Dieny:you do something with it, right?
Kevin Dieny:Could you get them back, get them to come back again and again and again.
Kevin Dieny:That again, see tactically, that's where remarketing fits in.
Kevin Dieny:So those are some of the quick wins as well, right?
Kevin Dieny:Think about drop off points.
Kevin Dieny:Think about your customers, what you can do to upsell, cross-sell to them.
Kevin Dieny:Think about how I can, how you can get your CRM to be cleaner so
Kevin Dieny:that you can get lists out faster.
Kevin Dieny:So there's not such a horrible.
Kevin Dieny:Day spent in Excel or Google Sheets cleaning up, you know,
Kevin Dieny:email or names or whatever.
Kevin Dieny:The cleaner your list is, the higher your match rate.
Kevin Dieny:So it could be pretty important to have clean data and if it
Kevin Dieny:sounds like a lot of work.
Kevin Dieny:It's okay.
Kevin Dieny:It kind of is, but it's really not.
Kevin Dieny:Once you've done this a few times, you have the process down.
Kevin Dieny:You know what to expect.
Kevin Dieny:You know, okay, this is how much work I need for the
Kevin Dieny:landing page for the graphics.
Kevin Dieny:Either maybe a video you're gonna make.
Kevin Dieny:I ne I understand what it takes to get the audience in the list
Kevin Dieny:and now I can move going forward.
Kevin Dieny:You really don't need hundreds of remarketing campaign.
Kevin Dieny:You may just have one.
Kevin Dieny:That's it.
Kevin Dieny:Maybe you've never had one before.
Kevin Dieny:Maybe you're gonna try for the first time.
Kevin Dieny:Maybe you have some, but you'd like to redo them.
Kevin Dieny:Knowing some of the pitfalls and some of the things you need to be aware
Kevin Dieny:of, maybe you're gonna check 'em to make sure that you're, you know,
Kevin Dieny:the window of time that someone can be in your audience isn't like, Six
Kevin Dieny:months, maybe you can tighten it.
Kevin Dieny:Okay.
Kevin Dieny:If they're interested, they're probably gonna buy from me in the next like
Kevin Dieny:30 days or 60 days, and that's it.
Kevin Dieny:So set your window to that time.
Kevin Dieny:And if your audience gets too small, you know you have to, you have to go
Kevin Dieny:to other channels or other mediums.
Kevin Dieny:Maybe you have to spend more in something over here to get
Kevin Dieny:this other lists to be larger.
Kevin Dieny:You're a brand new business.
Kevin Dieny:You don't have much to work with in customers.
Kevin Dieny:So all of these to say, Opportunities that I think make it so that you have
Kevin Dieny:a place to build the relationships between your business and your consumers
Kevin Dieny:by providing messaging, engagement, and interactions that do provide value
Kevin Dieny:to the audience and to the business.
Kevin Dieny:And that's all what remarketing is.
Kevin Dieny:So I appreciate.
Kevin Dieny:Everyone listening.
Kevin Dieny:I hope that through this let's create, you've had an idea of what it takes to get
Kevin Dieny:a marketing remarketing campaign together, how to make them successful, what to
Kevin Dieny:be thinking about, and ultimately that you'll start remarketing and you won't be.
Kevin Dieny:, let's say, frustrating.
Kevin Dieny:Too many people that you'll be able to do something about it.
Kevin Dieny:They're not the cheapest, but they're also not the most expensive campaigns.
Kevin Dieny:I wouldn't say that they're the silver bullet of cheap campaigns because they
Kevin Dieny:can be mismanaged, but if they're managed well, remarketing campaigns can be so
Kevin Dieny:effective at cost per lead at generating lost opportunities at recapturing.
Kevin Dieny:You know that other example, the.
Kevin Dieny:The opportunities that you, that just didn't work the first time.
Kevin Dieny:It does take people multiple times, multiple impressions of things
Kevin Dieny:before that they will jump on it.
Kevin Dieny:Maybe they're ready, maybe they're not.
Kevin Dieny:So remarketing is all about kind of taking that risk and
Kevin Dieny:so I appreciate you listening.
Kevin Dieny:Tune in again next time.
Kevin Dieny:Have a great end of the year.