Today's episode is part 1 of The Seven Essential Campaigns That Every Business Should Be Running. Joe will be walking us through a retargeting strategy that will work no matter what vertical you're in and geared towards getting every kind of quality prospect in the market.
Joe Troyer 0:42
I want to talk to you guys about retargeting. Specifically these, we set them essential campaigns that I believe that every business should be using, no matter what vertical you guys get into with some clients, like, you know, Google Ads might not be as good as Facebook ads. But these are seven campaigns that without a doubt, every business should be running across the board. And they're universally universally applicable to everyone. So essentially, what we're doing is we're offering a foot in the door type of offer with retargeting and remarketing that we believe really lowers the bar, instead of leading in at two grand 2500, 3 Grand, 3500 bucks a month, we're coming in at 1000. And so what we found is at that price point, and at that investment point, that we're able to get every kind of quality prospect in the market, even if they're pretty new in business, and they're growing, at least they're bringing in some revenue, they can afford 1000 bucks for us to help them with their marketing. Does that make sense? Okay, cool. So we're about 1000 bucks per month. And the great thing about it is we've engineered this in a way that we have a 75% margin, guys, so on a paid search product to have a 75% margin is pretty unheard of. The great thing about this, as well as leading in with this is we're able to provide really, really quick and fast wins for the customer. Like it takes us about seven to 10 days to get your account all propped up and set up. And I'll show you guys again how we do that. But within the first week, two weeks, like we're seeing phone calls, and we're helping them really recapture lost opportunity. And so that's really our focus. And that's, that's really our pitch is really helping them capture lost opportunity. So even if we do a great job on the website, but we know we're losing, we're losing 30, 40, 50, even 60 70% or more of the traffic, depending on if they're landing on the homepage or a landing page. And so our pitch to people is like, should we be spending money and time and effort trying to capture all that lost opportunity. So fundamentally, that's kind of the shift. And by running these campaigns, and by running retargeting, it allows us to know what they're doing in the rest of their advertising. Right. So fundamentally, we understand their business without having to pry into it, what what they're doing and where they're earning money. And really quickly, this allows us to be seen as an expert, because we're helping them with everything. So retargeting is the only advertising that helps every other advertising, right? I don't care if you're doing like, you know, some offline, it goes up online, you're going to Groupon, you're going to PPC, you're doing organic doesn't matter. You're just doing social right retargeting is going to help each and every one of those things be more effective. So because of that, we're able to kind of open some doors, and we're able to kind of look under some things, so to speak, and get really personal about what's happening in their business. And they don't view it as prime, because we're helping every one of those pieces to be better. So, so why we like this model is because it lowers our risks, right? We're we're not dependent on any one client. In my last agency, the one that I sold, we had some whales, like we had some whales spending 25, Grand 30 Grand 40 grand a month with us. And I gotta tell you guys, when one of those whales leaves, it is devastating. Like it is gut wrenching very quickly, your business goes from Uber Uber profitable to losing five grand a month.
So it allows us as well to take on high ticket clients, but we use this within your product as a way to test out the clients. And and for us it's a mechanism to see is the customer going to be a good customer should we have them in our core service offerings are not. And a lot of times we get them nice and early. So we're able to get them we're able to build a relationship but they're not ready for our core offering yet. But but they're happy just being in the retargeting and remarketing program that we have. And they know that once they build up their business and they're ready to really take it to the next level and they have that investment that we're going to be there for them to take them to the next level. The the process that we have for fulfillment is very easy, easily scalable, like we have systematized To the tee, and you guys will see exactly how we're doing this. And in sales, it's really interesting because we convert most of the sales conversations that we have, because almost everybody qualifies. When you run the consultative type of sales process, typically or weeding out 30,40 even 50% of your prospects right from the get go. When we're running the consultative type of sales process, every single one of those people basically is a qualified prospect for our for or for our foot in the door offer 1000 bucks a month. So just a little kind of different shift in perspective. So are irresistible applicable to everybody easy to sell and easy ish to deliver. Process low ticket offer is is what we call Omni targeting. Okay, and this is simply means this is our fancy name for multi channel retargeting. And really, the way that I came up with this is during that process of reinventing my agency and having to build it from scratch again, I read this book for the second time this this book, the one thing how many of you guys have read this? It just had me thinking ultimately, right? Like, what's the one thing that I can do, that's going to make everything else around? irrelevant, right. And so the big thing for me was having a big attractive foot in the door offer that could bring people in fast and that wouldn't exclude everybody. And I could still make a good recurring revenue out of right. And so that's ultimately where the entire program came from. And this is one of the quotes that I rely on like every single day to sell this program. And you guys can can quote me on for me, I really believe that retargeting is the only advertising right and paid advertising that's going to prove every other advertising that you do, right. So when I'm meeting with a prospect, it's very easy for me to get them to understand this concept. And when they understand this concept, they can't tell me now, because they're spending money other places. And we just help them make that more effective. And again, like retargeting doesn't care, it's not bias, it doesn't matter what type of, of advertising our clients are already doing. It's going to help all of these do a whole lot better. So as marketers, we're all taught about like these crazy funnels, right. And you got the tripwire and you got the upsell. And then you got this and you got that, and you got to find this tag and take this tag away when that's over. And I think that we try to equate that to the local businesses that we're trying to help. And at the end of the day, that's not how their prospects and buyers journey happens. Right, it's very, very non linear. This model doesn't apply to today's customer journey. So this is a, this is a a story. This is a
little technique or case study that that Google did talking about the car buying journey for somebody just buying a car over the period of 3 months, 900 Digital touchpoints before somebody made a sale right before our car dealership was actually able to sell a car to Stacey. So at the end of the day, like I want you guys to take away that like we have to be there and you have to make sure that our prospects are there. when it matters most. We got to be there all the time. And the way that we obviously accomplish that is with retargeting, and even Furthermore, with these specific seven campaigns, so we do Google Display retargeting, number two we do Gmail retargeting. Number three we do YouTube retargeting, number four Facebook retargeting, number five, Google Search retargeting for those of you guys that don't know, like, we can do retargeting on a Google search campaign. So when somebody goes in types in car dealer, and they've already been to our customers car dealership site, we can make sure that we bid really high in that campaign so that they come up first, right? So this is really powerful. I don't see like anybody doing number five. I barely see anybody doing like even just Google Display and Facebook by itself. In fact, we did an analysis of just under 30,000 local businesses, and we found that less than 9% were doing any type of retargeting at all. So like the opportunity here like this is so wide open and it's not even funny. Number six then is Instagram retargeting. Number seven then is not really retargeting but the first paid campaign that we implement for each and every one of our clients besides retargeting is Google branded search. And then number eight as a bonus, we've been rolling out LinkedIn retargeting as well where it makes sense in the verticals that we're in. I'm going to go through the slides as fast as possible but I want to give you guys like the recipe I want to show you guys how to do this so you guys can go implement for you guys itself. So retargeting is amazing to sell as a product because it just works like you don't have to be a genius. You don't have to have a team of 40 people running ads like we do, like you guys can can set this up and it just works. So you can see Google Display in this campaign 16 are from search through Google Display 16 conversions at $3.28. And if you look there, like the rest of the cost per conversions are 13,14,15, even $50 for conversion under retargeting, we're quite literally getting them for pennies on the dollar. Then here's a quick case study with Google and YouTube. Right, so 160 conversions 160 leads in one month, just from those two campaigns specifically from remarketing. And what's so great about retargeting is like, we're almost at like the bottom of the funnel so to speak, so we don't have to deal with top of the funnel. And so our customers already are the people that were retargeting already looking for a solution, and we're just showing up and reminding them that they're looking for something right. And so I view retargeting as each and every time that we're able to give that prospect an impression. We're simply like, nudging them one step closer to actually making a buying decision and actually converting. So bottom of funnel remarketing conversion, you guys can basically see that about 50% of the leads actually come from the bottom of the funnel. And so it just makes sense for us to focus on like the easiest wins with retargeting. This is one of the big case studies that I use when I'm talking with people and I'm selling them on retargeting as well. I'm going to share with you guys, website visitors who are retargeted with display ads are more likely to convert by 70%. Like, that's crazy, like, what prospect is going to tell you
Unknown Speaker 11:45
no, no, I
Joe Troyer 11:45
don't. I don't want to do that. I don't want 70% more conversions.