A successful B2B remarketing campaign can be boiled down to 5, excuse me, 1 secret. Adinah Brown, content manager at Leverate, explains.
For those relatively new to the world of digital marketing, remarketing (or re-targeting) refers to a popular advertising technique amongst PPC professionals, where they focus their marketing campaigns on visitors who have already visited their website with a more relevant, or targeted, approach. It’s the difference between throwing a pin blindfolded and just hoping that it hits the dartboard and throwing the pin aiming directly for the bull’s eye.
While there are numerous techniques to doing this well, the secret doing it right could be boiled down to just one point: Segmentation. Segmentation refers to the process where you identify the visitors who came onto your website and trace the subsequent pages that they “travelled” to. In the case of a forex brokerage website, there are going to be 5 different segmentations:
- The casual visitor who came onto the landing page
- The active visitor who viewed a few pages focused on your services
- The absconding visitor who went onto the “contact us” page, but didn’t leave any details
- The visitor who got onto the “Thank-you” page after leaving their details
- The visitor who became a client and placed trades through your platform.
By differentiating your remarketing campaign between these segmentations you will be able to promote your brokerage service in a way that is far more relevant to your visitor’s interests.
Think about your own experience of viewing PPC ads on the internet. Chances are you are far more inclined to click on an ad that offers something that you’ve already shown an interest in. Well, your customers pretty much feel the same way.
Studies have shown that remarketing is a highly effective technique of reaching out to potential clients who have shown to be ten times more likely to click on a remarketing campaign then they are on a regular PPC ad. So, let’s define the segmentation of each group and what the focus needs to be when directing your marketing efforts towards each of them.
1. The casual visitor
For the casual visitor who stayed for a few seconds on your web page and then bounced right out again, the focus needs to be increasing the brand awareness of your brokerage. The truth is they might have bounced out of your website, not because your financial services were of no interest to them but because they’re not sure you can offer what they’re looking for. The process of building brand awareness therefore should showcase your services or financial products, build familiarity with your brand and entice them to return to your website so that they can learn more. In your targeting campaigns to this group you may want to consider incorporating the benefits of your product, an offer – like a discount or a free trial and a customer testimonial from a well known brand on personality.
2. The active visitor
The active visitor who has viewed a few of your websites pages can be targeted by the services or financial product pages that they viewed. So if they came on to your brokerage’s webpage and looked at pages like “Trader Benefits” or “CFD Trading Information”, then these are the services and information that you need to present to this visitor through your ads. Keep in mind that most of the remarketing ad clicks normally happen within two weeks of the initial visit to your site. This means that you need to time your remarketing efforts within this time period. The chances of them making contact with your brokerage after this time period is more unlikely.
3. The absconding visitor
68% of people who go onto a contacts page will just leave without leaving their details or making contact with the company. We all do it and secretly we all know why – we just don’t feel that comfortable, yet.
The focus of this segmentation group is to develop trust with this visitor. Demonstrate that your services, policies, fees are better than your competitor’s and don’t let them go away without at least putting up a fight, Use the pages that they looked at, as the products and services that you will promote in your remarketing efforts. Again, pair them with an offer such as a fee discount or free trading tools that will induce them to return to your website and complete the ‘Contact Us’ form.
4. The converted customer
This thanked visitor has successfully made their way through your brokerage’s marketing funnel and has left you their details for you to contact them. The remarketing focus for this segment is to establish trust so to enhance the prospects of them trading with you again in the future. This segment of converted customer is likely to be a smaller group, but at the same time they are also far more likely to be interested in your brokerage, use your service and recommend your brokerage to their network. To address this segmentation, consider promoting educational resources that you have available such as ebooks and webinars, along with trading tools that will enhance the success rate of their trades.
5. The Client
The client is your most valuable segment as they are far more inclined to trade through your brokerage than a new customer. The focus for this segmentation is to retain their interest and engagement in your financial trading services by up-selling and cross selling. If your brokerage can’t provide a service that they are looking for, they might start browsing around to see what your competition is offering. For your brokerage this means presenting the visitor with the opportunity to trade more money or to trade across additional instruments. Keep in mind though that when a trader has made a large deposit, they are not likely to make another deposit for a while, you might want to wait a few weeks, or even a couple of months before presenting them with new trading opportunities in your remarketing campaigns. Whether you decide on a 30, 60 or 90 day “grace” period, the objective is to catch them at a time that they’ll be geared to try again.
At the end of the day to get the best ROI on your remarketing efforts, you need to have a strong segmentation strategy that reflects the objectives of your website visitors and clients. Knowing who they are and what their trading habits are, will enable you to prepare targeted remarketing campaigns that will hit the pin right on the bull’s eye.