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Thus, when presented with a buying opportunity, we tend to reach for the brand that we trust and are familiar with. This is not rocket science.
However, how can we afford to become familiar to our customers before they buy? We cannot sponsor the super bowl (not yet!).
But what we can do now with Facebook, Google, Twitter, etc., is carefully target people and become the ‘repeat, repeat, repeat = safe’ famous in that small niche. We don’t have to be famous for everyone, only a very small, select group of people.
Google Analytics recently launched a native predictor of buying intent right inside everyone’s account. With this information we can remarket to the very small subset of people that we want to be famous for. For these people we can be everywhere.
Forget the people that found the store by accident, forget the people who were checking out the competition. Focus on the people that show buying intent and Kardashian the crap out of them. It doesn’t even cost that much.
Inside every rock is a sculpture and inside every account’s traffic are the potential buyers. You just need to chisel them out and get famous. But how do you actually get remarketing to work, i.e. how do we make online visitors actually buy?
When we first started marketing we realised we
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needed to get in front of prospective customers. That’s obvious. Clearly you need to be selling something that people need or want.
The next step is realising that you need to be much more persistent with your marketing, i.e. resend emails that have not been opened. Follow up with people that visited that didn’t buy. Remarket on Facebook and Google to people that abandoned the site.
Be like a terrier that won’t let go. But if we miss one element in the above sequence we lose.
Many of the websites we get asked to look at are stuck in the above loop. They find people that are likely to buy, then they remarket and follow up. However, nothing really happens. Remarketing does not work. Return on ad spend is low. They can’t scale because they are missing the secret sauce. So, what is this secret ingredient? ‘Believable Proof.’
You must be able to demonstrate believable proof that your product takes the purchaser to where the buyer wants to be. This cannot be done in your own voice. You cannot say to the prospect ‘we are amazing’ unless you yourself are a trusted celebrity or an accredited authority.
But you can create believable proof in the following ways.
• If you sell beauty products, remarketing to prospects with a Facebook post that has a ton of shares, likes, comments, and social proof
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from women just like them. But good social proof like this works with a lot of products.
• If you sell a medical ebook getting an endorsement from a doctor from a well- known university.
• If you sell car parts getting an endorsement from a Formula One mechanic.
• If you sell blinds getting an endorsement from a TV DIY personality.
If you don’t have the budget for celebrity endorsement, then you need to use social media ‘social proof’ to create believable proof. To do this, create Facebook Posts that tell the story of your product or show recent customers using the product. Then make these posts evergreen and buy a ton of social proof on these posts. This way when your prospects see them they will think ‘wow this product is the real deal, look at all these people who love this product.’
Don’t forget the secret ingredient; without it is like trying to play tennis with no strings in your racquet. But before you can create proof, you need to make sure that you are creating proof about something your customers actually care about.
When you start out, you will have some idea of what you need to prove with your product. You could be thinking:
• Can you prove you can get this delivered on time and in one piece?
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