We've talked in-depth about retargeting and how this strategy can help your business to re-engage your previous website visitors by showing them relevant advertising content after they've left your website. Taking a sequential approach to retargeting will help you to maximize conversions by serving your prior website visitors with a variety of ads as they move through your sales funnel.
In the most basic and widely-used form of retargeting, consumers that have previously visited your website will be served the same repetitive retargeting ad. As you can imagine, seeing the same ad over and over again can cause consumers to become frustrated, which will have an adverse effect on your conversion strategy.
Aside from fighting ad fatigue, taking a sequential approach to retargeting will help your business to stand out rather than blend in. Each time consumers scroll through their social media feeds or see an ad for your business on YouTube, they'll take the time to digest your content and engage with it because it's something new and continues to tell your brand's story in sequence.
How Does Sequential Marketing Work?
To best explain how sequential marketing works, high-quality leads (such as those that have previously visited your website) are served a series of ads across a variety of devices (smartphones, tablets, desktop computers, smart TVs, etc). In an effort to spark engagement, the lead is shown the ads in a particular sequence that tells a story.
For example, let's say that a consumer uses her smartphone to visit the website of a company that sells women's shoes. Since she has previously made a purchase from the website, she's considered to be a high-quality lead. She's shown a video on her smartphone for a new line of running shoes that features women training for an upcoming race. The next time she encounters the brand is through an ad on her smart TV, and she's shown an inspirational video with women athletes wearing the running shoes. She then visits the company's website using her desktop computer, and she's shown a call-to-action to purchase the new running shoes for 10 percent off. Because the consumer has been drawn in by a series of stories across a variety of devices that follow the sequence of general to focused, she's more inclined to make the purchase.
When implemented well, sequential marketing will allow you to reach the right audience at the right time, thus boosting your conversion rate. To be able to run a successful sequential marketing campaign, you must have a way to recognize high-quality leads (by utilizing retargeting, for example), know the type of messaging to use, be aware of the optimal time to target leads, and know the types of devices your leads are using to access your website.
What separates sequential marketing from traditional marketing campaigns is that sequential marketing takes into account that consumers are accessing your website using multiple devices and therefore helps you to reach your leads wherever and whenever they're ready to engage.
Tell Your Story in a Sequence of Ads
To be able to effectively tell your story using a sequence of ads and motivate your leads to convert, you need to take the following four steps:
1. Understand why the lead needs your product or service.
This is a basic, yet important, question that your business must answer to be able to develop a successful sequential messaging campaign. For instance, if you sell running shoes, your lead needs your product to be able to participate in the sport.
2. Be aware of the lead's pain points.
Going back to the example of the running shoes, perhaps your business targets runners that often deal with shin splints.
3. Explain how your product or service will benefit the lead.
How will the lead benefit by purchasing your product or service? If the lead is dealing with shin splints, explain how your running shoes offer the cushioning and support that will allow the runner to enjoy the sport without the discomfort.
4. Include a call-to-action.
The final story in your sequence of ads needs to include a call-to-action to encourage the lead to make a purchase. Offer a discount or special offer to entice the lead to convert.
Although running a sequential marketing campaign will help your business to increase its conversion rate, there's no question that implementing this strategy is more complex than a straightforward retargeting campaign. Therefore, it's in your best interest to partner with an experienced digital marketing agency to ensure that you put in place an effective sequential messaging campaign.
Contact us at New York Ave to learn more about the benefits of implementing a sequential marketing strategy that targets high-quality leads across multiple devices.