Let’s start with the 36,000 foot view ...
What are your goals?
What is the life-time value of a customer for your business?
How are you currently attracting new customers or clients?
Are you a B2B business or a B2C? Do you have an email campaign in motion, and if so, is it being monetized? Are you gaining organic traffic from social?
There are a lot of factors that are critical.
In addition, when I'm working with you, I want to gain a holistic understanding of your customer’s journey. That way I can provide strategic advice and help to, perhaps, craft a better message, design a more appropriate sales funnel, suggest a better offer, and create more captivating content and creatives. I want to help you identify what’s motivating your prospective customers to choose you over your competition.
Acquiring new clients is everyone’s goal. So, of course, we want to dial in a strategy for attracting a cold, unaware audience and get them interested. Then we can harness the power of retargeting a now “warm audience” with creatives, content, and offers that move those people to become customers. It’s a process, not a one-shot event.
Once the overall strategy is in place, allocating the proper percentage of budget to the various stages of the campaign is key. I always advise placing the majority of the advertising budget in retargeting efforts because the returns are so incredibly good.
