Here's a stealth tactic your team should use that you may have been on the receiving end of yourself...
Think of the last time you visited a website and then left, without giving them your contact information, making a purchase, or leaving any other way for them to contact you after you've left.
Chances are, you may have started to see their advertisements on many other websites in subsequent days.
- You visit LiquidWeb.com
- You leave LiquidWeb.com without signing up
- You see their ads on multiple other websites related to LiquidWeb.com
- You click on one of the ads, end up back at LiquidWeb.com, and maybe even signup
Because you see their ads everywhere, you may start to think: "wow, this website seems pretty popular since I'm seeing them everywhere. I think I'll go check them out again...". Sure, this might be a idealized explanation, but you get the main idea.
One of the powerful features of Google's advertising network is that you can specifically show ads to people that have visited your website in the past but left without making a purchase. For example, you can tell Google "once someone visits my website, I want you to show them my ads when they're visiting related websites out on the web".
Depending on your ad settings, you can actually only target people that have visited your website in the past instead of showing your ads to people that are just browsing related websites. This enables you to catch the eye of website visitors since they've visited your website in the past and will recognize your company upon seeing the ad.
The video below provides a brief explanation of remarketing and how it's actually accomplished in your Google account and website code:
Although the possibilities are endless, below are a few ways that you can apply remarketing to the launch or ongoing marketing of your startup.
- Remarket to people that signed up on your website pre-launch. You could specifically show them ads encouraging them to invite their friends to the pre-launch in order to get some sort of benefit (early access, premium account for free, etc.)
- Remarket to people that have read your blog in the past. You could either market to them to visit your website and sign up for your product, or simply showcase additional blog content that you want them to come back to read.
- Remarket to people that have actually purchased a product on your website, either up-selling or cross-selling them on related products. It should be noted that you can target people based on the specific product they purchase, product categories, or just the fact that they purchased anything from your website.
- A ninja tactic you could use, if you get lucky, is to remarket to people that have visited one of your partners websites in the past. For example, let's say that you're lucky enough to be friends with someone that has a complimentary website (i.e. their customers are your target customers) and they happen to get 10X the website traffic that you get. You could technically remarket to people that have visited this website in the past if you were able to convince your friend (the other website owner) to input your remarketing code on their website.
Today's To Do's:
- Watch the remarketing video embedded above (or see it here)
- Brainstorm 1-3 "audiences" you would want to advertise to for your business (i.e. people that visited your blog, people that downloaded free content from you, people that made a purchase, etc.)
- Make remarketing part of your web marketing startegy in the next 30 days
Are you currently using remarketing? What other stealth marketing tactics are you using to drive traffic to your website?