From the course: Marketing Foundations: The Marketing Funnel

Remarketing to customers falling out of the funnel

From the course: Marketing Foundations: The Marketing Funnel

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Remarketing to customers falling out of the funnel

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- Even the most optimized funnels will have leaks. Consumers are going to fall out of your funnel and they can do so at any stage. Leaks are more than just where customers fall out of the funnel, they're areas where customer's needs are not being met. If we can identify why or where they're exiting, we can plan ahead for what to do in that situation. Your consumer will either be someone you know, or an anonymous visitor. If you know them, it means you have a direct means of contact to them: a mailing address, a phone number or an email address. If they're anonymous, you don't have a direct means of contacting them, you only know their behaviors on your site and the means by which you acquired them. It's important still to have a plan of action for both groups of visitors. For the consumer you know, you can be incredibly personalized with your outreach. You've hopefully tracked their interactions with your company and know what stage of the funnel they're in. You can then align messaging dependent on where you want them to go within that funnel. Say for example, a customer fills out a form to download an ebook. You'll then fire up a marketing sequence to nurture this lead. You may decide on three informative emails, with the final email pushing them to rejoin your funnel at the next stage. For the anonymous visitor, your best bet is to use remarketing ads. By setting up remarketing, you can deliver messaging to your user wherever they are on the web, a Facebook post, a display ad, even a text ad on Google search. The idea is to get in front of them and remind them to return. Remarketing is a fantastic tool that I recommend you leverage right away. You're speaking to a special audience and you already worked hard to get them to come to your website once, so it's a shame to let that effort go to waste. What you choose to message depends on what information you deem ideal for their current state of mind. If someone dropped off right at the point of sale, you'll have a different message than someone who visited one or two pages on your website. Remarketing gives you ample room to get creative and trial various ideas. Let's say a user leaves an item in the shopping cart. I can send them a message reminding them it's there. Perhaps they just forgot. If they open that email but do nothing, I'm aware that something is wrong. Either it's still not the right time, or they're not totally convinced to take action. Here, I can fire another remarketing message. In this case, I may offer a discount on their shipping, remind them of the tremendous value of what they left behind. Remember, timing and messaging are crucial. You rarely want to act prematurely in the sales funnel. You can put the ask out there early that they buy, but if they don't buy, you can't keep pushing the notion. You need to reevaluate where they are in the funnel and nurture them back down towards that conversion.

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