bridging the gap between acquisition and retention - samantha noble
TRANSCRIPT
SamJaneNoble
Bridging the gap between Acquisition & RetentionIncrease customer LTV
S A M A N T H A N O B L E
# D M S S O
SAMANTHA NOBLEFOUNDER
B IDDABLE MOMENTS
Why are we so focused on new customer acquisition?
We should be putting more effort into Customer Loyalty
7x more expensive to acquire new customers
Customer Match
Target email addresses from your CRM database
Positive & negative bid adjustments
Show specific ads or landing pages to specific audiences
Bid on more generic keywords than you usually would
Stop certain audiences from seeing your ads
When did Customer Match launch?
Launch Date
September 2015
October 2013
October 2013
April 2017
June 2017
NA
NA
@gmail
@outlook
@hotmail
Upload Email Lists Matching Process Targeted Audience Advertise
How does Customer Match work?
What do we need to match at a minimum to target the audience?
Match Rate Minimum
1,000
20
20
300
100
NA
NA
On average Google match 50.40%
Wordstream uploaded 360k email addresses; these were the results
You want to cleanse & segment the data before you upload it
Segmenting the customer database
Age and/or Gender
Location (country, city)
Month and year of purchase or enquiry
Lifetime value of the customer
Product or serviced purchased/enquired about
Segmenting the email database
Age and/or Gender
Date of last opened email
Location (country, city)
Types of content they enjoy reading
Date of sign up
Strategies for Loyalty
65% of consumers say receiving rewards
impacts their purchase frequency
Source: Social Annex
80% of shoppers would switch stores if offered a
compelling promotion
Source: Access Development
How can we use paid media toencourage loyalty?
These cover everythingAll Platforms
Use dedicated landing pages for existing customers to show different messaging & offers
Create a section or page on site to promote a loyalty scheme
Ensure you always show reviews and testimonials on your website landing pages
The major search enginesAdWords & Bing
Stop customers going to a competitor using RLSA with competitor keyword bidding
Offer unique discounts for existing customers and get them to appear in ads they see
Stop showing new customers offers in ads or landing pages to your existing customer base
Use search ads for Brand+Loyalty Scheme terms to drive traffic to your site rather than another
Things we can’t do on BingAdWords
Add special offers in Shopping Ads that only existing customers can see
Run Promoted Pin adverts to existing customers with offers to bring them back in the store
Aggregated reviews automatically appear in search ads and make them stand out
Customer Match with Gmail Ads can be great for promoting loyalty schemes to customers
Upselling to existing customers with related product ads using Gmail Sponsored Promotions
Create urgency in ads using Countdown timers to include repeat offers for a limited time
Segment your customers into purchase month to target and encourage repeat purchases
http://bit.ly/campaign-url-builder-ga
Track email clicks and build a remarketing list to encourage purchases based on content read
Use App Engagement on the Search Network to entice customers to use your app
App Engagement on the GDN can also be used to encourage customers to use the app
The biggest social networkFacebook & Instagram
Remarketing to showcase relevant additional products a customer may buy
Messenger Ads for customers can be used to promote repeat purchase deals
Lead Gen Ads are great for encouraging existing customers into your loyalty scheme
Target your loyal blog readers with a thank you message, then an eBook and then a sale
http://bit.ly/jon-loomer
It’s not just for B2BLinkedin
Run a Sponsored InMail campaign to promote new product or service launches to customers
Lead Gen Ads on Linkedin are also great for encouraging signups to your loyalty scheme
Use the traditional ad formats to show relevant products or services and encourage repeat buys
Final Words
You work hard and spend budget to obtain new customers
Take full advantage of the audience targeting options
Get paid media teams working with other teams to share
audience insights
This isn’t the future. This is now. We need to embrace it.
http://bit.ly/increase-lifetime-value
Customer Loyalty Strategies
SamJaneNoble
View the slides here:
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SamJaneNoble
Thank you for listening.
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