Most marketers and business owners have ZERO clue about the best way to grow their business.
Ask 95% of marketers, and they’ll focus exclusively on the next new customer…
And the next new customer…
And the next new customer.
It’s the other 5% who are able to build HUGE businesses. Who focus on getting new customers as a means toward developing a long and profitable relationship. Who spend far more time thinking about delivering maximum value, and getting maximum revenue from their past and current customers.
There’s a very famous story from self-help literature about “Acres of Diamonds.”
Spoiler alert…
There’s this guy who sets off into the world to find his riches… Only to discover that his own land was full of acres of diamonds.
You get the lesson.
It’s better to cultivate what you have, then to be always in search of the next…
And the next…
And the next…
Now, if you took just what I’ve told you so far, you could probably double most businesses (online or offline).
Perhaps grow them 10X.
During a brief stint I had in sales at my last J-O-B, I quickly rose to the top salesperson on staff. And it was all because I understood this one principle. I focused on selling our current customers a bigger solution, rather than relentlessly beating the bush in search of more new customers.
(It was way easier, too. And cheaper for the company. These are the campaigns that can get you 300, 400, 500% ROI — even if your marketing isn’t even that great.)
Now I’d like to tell you about what I’ve discovered as the most powerful internet/online marketing tool today.
This may have seemed like a roundabout way of getting there, but I assure you, it’s directly related.
Because most internet and online marketers are focused heavily on traffic.
The thought is that more traffic leads to more customers.
So, get more traffic, and you’ll get more new customers.
It’s the same misguided assumption behind the thinking of “more customers = bigger business.”
Here’s where this is all wrong…
The truth about most websites is they convert a tiny fraction of the total visitors to the site.
Many folks don’t make an e-commerce purchase after the first visit.
They make it after the second, third, fourth, even tenth time they load the page (often times keeping it open in a tab in the background while they weigh the purchase).
Along the way, out of the 10 people who think they’re going to come back, a couple simply decide “no” and move on.
A couple more let themselves forget about it pretty quickly.
Maybe 3-4 decide they want to buy, but never get around to it.
And the last couple come back and make the purchase.
And this is even with a strong sales message, and strong copy…
When this happens, you have an opportunity.
One of two things can be happening at this point…
1. You can simply wait, and leave it up to your web visitor’s whim, forgetfulness, or lack of inertia as to whether or not you get the sale. OR…
2. You can use RETARGETING.
Why retargeting is the most powerful tool in online marketing today…
If Robin Hood was an internet marketer, he’d be splitting arrows with his retargeting campaigns…
Well, using AdRoll, Google Ads, or other similar “advertising network” services…
You put a little line of code on your site…
This tells the advertising network when a visitor hits your site…
Then, as the visitor is browsing around the internet and they land on a site where the ads are served through that ad network…
You have the opportunity to advertise to the specifically because they hit your website. (Even, because they hit a specific page on your website!)
Example…
So let’s say you have a sales letter (or product description) on your site.
When someone navigates your site and finds that sales letter, it tells you they are a potential customer for your product or service.
But they don’t buy…
They never go to the order confirmation page (you’ll see why this is important in a moment).
And in fact they leave your website.
In the old days, when I came up in internet marketing, that was it.
You simply hoped they came back — especially if you never got their email address.
But today, you don’t have to wait.
You can create custom ads for that website visitor (or people like them who also visited the page — you can’t target an INDIVIDUAL — usually 100 people have to visit the page before you can do retargeting).
And your custom ad drives them back to that page, or perhaps an even better version of the same offer, with a time limit attached.
And when they do eventually order (when they load the order confirmation page with a new tracking code), you can stop these retargeting ads, and spend your marketing dollars on the next potential customer.
Do it this way, and you’re not always chasing new traffic…
Your advertising can be immensely more profitable, because you’re targeting a smaller, more qualified group of prospects…
Knowing they’ve visited your site before…
Making them more likely to come back and buy later…
You’re taking full advantage of the traffic you already had, at a lower cost than competing for fresh eyeballs.
And the more they see you, the more trust you’ll gain. Making the sale easier.
This technology is why you start seeing ads all over the internet from Amazon.com for a specific book you were looking at yesterday, for example.
Or ads for an eBay auction you were just checking out.
And soon, it’s why your most likely buyers will be seeing your ads all over the place too, after visiting your site!
Yours for bigger breakthroughs,
Roy Furr
Editor, Breakthrough Marketing Secrets
