Should you SELL or NURTURE in your remarketing ads?
We were talking yesterday about what to put in your remarketing ads. I suggested you offer the visitor a suitable next step, rather than creep them out with what they just looked at.
The ‘next step’ could be a number of things. It could be a sales step. It could be an email opt-in incentive. It could simply be a link to a key blog post, audio file or video.
All of these things fall on a spectrum, with ‘selling’ at one end, and ‘nurturing’ at the other. When you nurture you’re looking to entertain and educate, and lay the groundwork for a sales conversation in the future.
This email is an example of remarketing nurture. I’m REmarketing to you because the word remarketing broadly means ‘any kind of follow up’. And I’m nurturing rather than selling. I’m laying the groundwork for a pitch that will come at the end of this email series.
Email is well suited to marketing nurture, because the incremental cost to send an extra email is virtually zero. But when you’re remarketing on Google or Facebook, the incremental click cost is significant. Which really means you can only afford to nurture your hottest prospects with paid ads, otherwise the numbers simply don’t work. Even direct mail is cheaper than a Google remarketing ad click.
(Aside: I’m baffled by the number of people who happily spend thousands a month on Google, but believe direct mail is ‘too expensive’)
Nurture engaged contacts, and proposition cold ones…
It’s counter-intuitive, but nurturing highly engaged contacts usually generates a high ROI. Nurturing cold unengaged contacts usually generates an ROI close to zero. So put more offers (paid or opt-in) in front of colder audiences.
In general, the colder the audience, the more you need to sell in your remarketing ads (i.e. the more direct you need to be), and the less you can afford to nurture. You don’t want to risk nurturing people who in all likelihood are never going to buy.
You need to work out the right balance for your business, but it might be that 80% of your remarketing ads link to a sales step or email opt-in, and 20% link to an education piece like a video or blog post.
Incidentally on email those numbers might be reversed, with 80% of your emails seeking to nurture and 20% attempting to sell. As a rule of thumb I’d suggest that was a reasonable starting point.
On Facebook most of your nurturing ads could well be videos, with ‘engagement’ set as your campaign objective. Video works well on Facebook (especially with captions), so play to the strengths of each medium.
The exact balance between nurturing and propositioning will depend on your business. If you run a business like mine where you need to nurture people for a while, then you might have a higher proportion of nurturing ads (maybe 60% selling / 40% nurture).
We’ll talk tomorrow about how to do all this without going broke, or funding the Google Christmas party.