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Niti Shah - How to Use Paid Retargeting to Nurture Leads


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Niti Shah - How to Use Paid Retargeting to Nurture Leads

  1. 1. INBOUND15 How to Use Paid Retargeting to Nurture Leads Niti Shah Inbound Marketer, HubSpot
  2. 2. INBOUND15 About Me • Former email, conversions, and lead nurturing marketer at HubSpot • Now based in HubSpot Sydney working on Asia Pacific Marketing • Trying to become a semi-pro surfer! • Follow me at @nitifromboston
  3. 3. 1. Paid Retargeting: the Basics 2. Retargeting the Funnel Start to Finish 3. Tips & Tricks to Optimize Your Campaigns 4. Hacks to Take Your Retargeting to the Next Level AGENDA
  5. 5. INBOUND15 Why are we talking about paid at an inbound marketing event? Wait a minute…
  6. 6. INBOUND15 What People Think of Paid Advertising…
  7. 7. INBOUND15 What Paid Retargeting Actually is…
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  11. 11. #INBOUND15 Paid Retargeting: Serving relevant ads on external channels to people who are already engaging with your brand.
  12. 12. INBOUND15 1. Social media platforms 2. Display banner ads on third party sites Where to Retarget an Audience
  13. 13. INBOUND15 Facebook • Desktop newsfeed: best CPC metrics • Mobile newsfeed: doesn’t work well for form conversions • Desktop right column: high impressions, low clicks and conversions
  14. 14. INBOUND15 Twitter • Choose devices to show ad • Website clicks or conversions: best CPC metrics • Tweet engagements: better for impressions • Lead gen cards: great for blog subscribe CTA
  15. 15. INBOUND15 Display • All about the visuals • Different ad networks support different ad sizes • Greatest reach • Lower ROI by far than social media retargeting
  16. 16. INBOUND15 1. Create segmented lists of contacts from your database 2. Use tracking pixels to find visitors to your website 3. Create “lookalike” audiences based on your existing audience How to Retarget an Audience
  17. 17. INBOUND15 List-based • Create in your list tool • Segment for best results • 10-30% match rate • Only works with email, can’t retarget visitors • Best CPC economics Facebook, Twitter
  18. 18. INBOUND15 Pixel-based • Tracking pixel in header • Broad or targeted • Can segment by webpage content • Larger audience size • Lower ROI than lists Facebook, Twitter, Display
  19. 19. INBOUND15 Lookalike • Increase reach (small lists, low web traffic) • Based on similarity between your audience and platform audience • CPC depends on targeting Facebook, Twitter, Google Remarketing
  20. 20. #INBOUND15 Retargeting is not for everyone. You’ll need a large enough list and/or enough web traffic to reach the minimum audience volume.
  21. 21. INBOUND15 1. Retargeting reaches people already engaged with your brand 2. Retargeting supplements your inbound strategy 3. You can reach audiences on social media or 3rd party sites 4. You can retarget contact lists or website visitors 5. Retargeting is not for everyone – you need to build an audience first The Basics: Key Takeaways
  23. 23. #INBOUND15 Lead Nurturing: A series of marketing activities tailored to leads that familiarizes them with your brand, builds trust, and opens the door for conversations with sales.
  24. 24. INBOUND15 Retargeting is lead nurturing on non-branded channels.
  25. 25. INBOUND15 Engage Visitors and Beyond ✓ ✓ ✓
  26. 26. INBOUND15 How: Use pixels to convert unknown visitors into known subscribers and leads. What: Light, introductory (top of the funnel) offers and blog subscribe CTAs Where: Facebook newsfeed, Twitter stream Convert Visitors into Leads
  27. 27. INBOUND15 How: Use lists and pixels to target leads. You can determine who a lead is by who’s viewed a Thank You Page, for example. What: Meatier ebooks and webinars, case studies, “MQL” offers such as demo or trial Where: Facebook newsfeed, Display Close Leads into Customers
  28. 28. INBOUND15 How: Use lists and pixels to target. You can determine who a lead is by who’s viewed customer-specific pages. What: Customer education, upcoming promotions, referral programs Where: Facebook newsfeed, Twitter **if your business has many customers and depends on repeat customer purchases or upgrades this is a good option Delight Customers into Evangelists**
  29. 29. INBOUND15 1. Pixel targeting can turn visitors into leads 2. List and pixel targeting can turn leads into customers 3. Content is key – match content to the right segment and lifecycle stage just as you would with any inbound campaign 4. Different channels work best for different stages Retargeting the Funnel: Key Takeaways
  31. 31. INBOUND15 Size Matters Because of low match rates, you’ll need at least 10k visitors to your website and/or 70k active contacts in your database.
  32. 32. INBOUND15 It’s Like Organic Research SEO and content performance. Treat retargeting the same way as email, blogging, etc. when choosing what to promote and who to promote it to.
  33. 33. INBOUND15 Optimize Landing Pages for Ads • Keep messaging clear throughout journey • Clone existing ones • OR use dynamic content
  34. 34. INBOUND15 Use Suppressions Use pixel and contact- based lists to suppress people who aren’t your target audience to better target new audiences and not waste campaign budget.
  35. 35. INBOUND15 Display Be careful where you use display – create a “blacklist” of site types you do not want your ads appearing on.
  36. 36. INBOUND15 Display Test creative, and take into account how images have performed on other organic and paid channels.
  37. 37. INBOUND15 Twitter Use the right type of ad for your goal…
  38. 38. INBOUND15 Twitter Lead gen cards can help you turn an unknown visitor into a blog subscriber so you can engage them with content via email.
  39. 39. INBOUND15 Twitter Website clicks or conversions are good for conversions (but remember, Twitter is a “fast” medium so test how this works for you.
  40. 40. INBOUND15 Twitter Tweet engagements and videos will help increase brand awareness and also move the bottom of the funnel.
  41. 41. INBOUND15 Twitter Don’t use hashtags. Each link you add reduces the click-through rate on the website URL you are trying to drive traffic towards.
  42. 42. INBOUND15 Facebook Take advantage of all the creative options such CTA button and News Feed Link Description.
  43. 43. INBOUND15 Facebook If conversions is your goal, consider limiting ads to just the newsfeed.
  44. 44. INBOUND15 Facebook Make sure the title explains the content. Saying what you’re offering outright increases clicks.
  45. 45. INBOUND15 1. Treat retargeting just like organic content strategy 2. Make sure every touch point tells the same story: the ad’s positioning should be reflected on the page you are sending them to, and should fit into the piece of content you are promoting 3. Take the time to learn the nuances of using each paid platform and third-party service Tips & Tricks: Takeaways
  46. 46. INBOUND15 4 Hacks to Get More Out of Your Campaign
  47. 47. #INBOUND15 1. Promote 3rd party content with CTAs to your site
  48. 48. INBOUND15 So Much 3rd Party Content, So Little CTA
  49. 49. INBOUND15 But Wait… We Can Place CTAs… Create via Chrome extension directly from webpage you want to link to. Customize copy, tracking URL, colors Create unique URL
  50. 50. INBOUND15 Now We Can Share 3rd Party Articles…
  51. 51. INBOUND15 And Slideshares…
  52. 52. INBOUND15 And link back to our own landing pages!
  53. 53. INBOUND15 • Cost Per Click (CPC) was 16% above benchmark • Average CTA click rate was 302% higher than blog • Total form conversions were negligible • Takeaway: Use 3rd party content promotion to target audience in the consideration and evaluation stage, do not use conversions as primary goal The Results.
  54. 54. #INBOUND15 2. Already a lead? Skip the landing page.
  55. 55. INBOUND15 You can only ask for so much. When moving people down the funnel with retargeting, we often send existing leads to gated landing pages where they have to fill out another form (UGH).
  56. 56. INBOUND15 But compelling offers are not helping goals of turning known leads into MQLs…
  57. 57. INBOUND15 We took out the middle step and took them right to the thank you page:
  58. 58. INBOUND15 Take out unnecessary middle step – you already have their info.
  59. 59. INBOUND15 • Cost Per Click (CPC) stayed on par with regular retargeting campaigns for demos or trials • Cost per conversion for MQLs decreased by 20-60% • Submission rate of middle-of-the-funnel follow-up offers increased on Thank You Pages • Broadened range of content we could promote which increased overall engagement of leads The Results.
  60. 60. INBOUND15 Thanks 