eCommerce Lifestyle
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new money machines 5

New Money Machines | Part 5 of 5: Remarketing Machines

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In this special episode of the eCommerce Lifestyle podcast, Anton ​shares ​the ​fifth New Money Machine ​you should use in your eCommerce store.


​In the final part of this special 5 episode series, you'll learn the last technique to earning MORE profits *after* the sale. Listen in for strategies on using the final money-making machine: Remarketing Machines.


Listen in to hear ​Anton's ​strategy for ​using his ​final money ​machine: ​​​Remarketing Machines.


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Transcript

Hello, everybody. Anton Kraly here from ecommercelifestyle.com. And welcome to an episode of the eCommerce Lifestyle podcast. If I sound a little off today, I don't know, I've had a cold for the past week or so. But whatever, I told you guys I was going to get you this episode. So, here it is, the fifth installment of this little mini-series I've been doing, which is called New Money Machines. If you're just tuning in to this one, the first four parts of this series are already live on the podcast. Definitely makes most sense to go and listen to them sequentially. The first new money machine that we spoke about in episode one was lead generation machines. The second was cross-sell machines. The third was upsell machines. The fourth was post-purchase machines. And this episode is about re-marketing machines.

And just as a recap of why I'm talking about this and what these things do, what money machines do, well, one of the things is turn visitors into leads. They also turn leads into customers. They increase your AOV, which stands for average order value, meaning customers will spend more with you as they're checking out. They also increase your CLV, which stands for customer lifetime value, which means customers will buy more from you at a higher frequency more times. They also increase your net profit. And like I've been talking about, my favorite thing about these is that they can run on autopilot once they are set up.

So, if you want all of this for your business, again, be sure to listen to this full series episodes 1, 2, 3, and 4 before you get into this one, episode 5. Also, let me say, if you are not running a store yet, you definitely want to get involved with my award-winning program at Drop Ship Lifestyle. We were voted best eCommerce course by Shopify. It's literally an award and a trophy they only gave out one time and they gave it to us. So if you're looking for the best resources on how to get started, go to dropshipwebinar.com, D-R-O-P-S-H-I-P webinar dot com to get a free training and a special offer on that program.

Okay. With that being said, let's get into new money machine number five, re-marketing machines. Now, the goal of these machines are to ensure that no lead goes lost. So, what's a lead? I consider a lead anybody that visits your website. So, picture you had an offline store and you sold surfboards. If somebody walked in the store, even if they just turned around and walked right out, I would still consider them a lead. Because they were there. You had a chance to do something. Maybe you didn't, maybe your salespeople didn't, but that person walked in for a reason. Hopefully, it wasn't just because they thought they were going next door to the, whatever, the outdoor furniture store. But if the person walked in, that is a lead and what we have to do with these machines is everything that we can do to ensure that they do business with us at some point.

Now, the way that most people are already doing this or already at least should be doing it, one is through abandoned checkouts. So, if you use Shopify like we do to build our stores, somebody goes to your store, they start filling out your order form. They enter the first page of information, they go to step two, and then their dog starts barking or their phone battery dies or they get a call and they forget and they leave the computer. And then you follow up with them with emails, seeing why they didn't buy and incentivizing them to make the purchase. Right? So that's something everybody that's listening to this should be doing as long as you're running the store.

Now the other thing that everybody should be doing is dynamic product ads on Facebook for re-marketing people that visited your site. Now, what does that mean? Okay again, somebody goes to your store, let's say it's an online surfboard store. They walk in the door, meaning they click one of your ads, they go to your website, they go to your product pages. Then they leave. They walk out without buying. Well, what a dynamic Facebook product ad is, is once they open their phone and go to Facebook or go on their computer and go to Facebook and they're scrolling through their news feed, not only will they see an ad from your company but they'll see the exact product or products that they just viewed on your store. That's why it's dynamic instead of static.

Static means it's just everybody sees the same thing. Dynamic means it actually updates and changes based on the user behavior. So, if the user looked at product number 1, 2, 3 on your website, when they go on Facebook, they'll see an ad for product 1, 2, 3. And if they click it, it'll go back to that product page on their store, not just some generic homepage on your website or best-sellers page. It's sending them right back. So again, at a bare minimum, everybody should already be doing abandoned cart followups with emails and phone numbers when listed or when given, I should say, and dynamic Facebook product re-marketing ads.

So, what else can you do though? What are the new money machines and how can you build onto that for re-marketing? So, the way that I'm going to break this down for you is pretty much just by telling you different audiences that we create for when people visit our stores, our online stores. And the way that you could think about audiences are just segments of people. So, we have a few different top-level categories. One of them are just people that visit our store. So if you go to our store, you're automatically in that category. We have another one which is abandoned checkout, meaning again, they started to buy and they didn't finish. Then we have another top-level category, top-level audience that's purchased from store. So we have people that visited. Think of that as people that walked in the door. We have people that abandoned the checkout. So started to buy and didn't finish. And then we have customers. So those are the three top-level.

From there, we segment our audiences down even further. So for all those people that visited our store, we then break it down by people that visited our store in the last seven days. Then we have an audience of people that visited our store in the last 30 days. Then we have an audience of people that visited our stores in the last 60 days and then finally, 180 days. Now, why do we do this? Why don't we just have one big audience of people that visited our store? It's because we want to show people different messages at different times based on how likely they are to do business with us.

Now, you could think of it this way. Again, if you had a store, somebody walked in, and your sales rep walks up, you sell surfboards. Sales rep walks up to them, says, "Hey, how can I help you today?" And they're like, "Oh, I'm going on vacation and I want to get my own surfboard to bring with me. And I'm going in two weeks but I'm just looking, don't know which one I want yet." Then at the end of their visit to the store, they walk out and they say, "I still haven't made up my mind yet." Well that person, since they were just in your store, that's called recency. They're more likely to buy sooner rather than later. Because again, you can think of it as the hottest lead. They were just there, they just didn't pull the trigger.

Also, 30 days is still a good chance because hey, maybe they're still thinking about it. Maybe they haven't bought somewhere else yet. Maybe they haven't given up on the idea of purchasing this product from anywhere. And then the further out you go, the less likely they are to purchase your products. So 60 days, 180 days, etc. The further it gets away from when they visited, the less likely they are to buy.

So, let's just go back to these audiences though. We have visited the store. We have people that visited in 7 days, 30 days, 60 days, and 180 days. So I mentioned we do this so we can have different messages for them. Let's talk about what those messages are. Now, those first seven days after visiting, if they don't buy, they're not a customer yet. They're seeing those dynamic ads like I spoke about in the beginning of this episode, meaning they're seeing the exact products they just saw on our store for sale and they're having the button to go back and buy right away. So for seven days, dynamic ads are being shown.

In addition to that, we layer on static ads. And the static ads are not sending the person right back to the product they've looked at. Instead, they're building up the trust and the authority and we're giving them a reason to do business with us. So, these are things again that everybody will see that are just showing them who we are, what we're all about, and why they should choose us to build that trust factor. Again, at the same time, they're seeing the ads with the products to bring them back to buy. Now that audience is the 7-day audience.

Then we move to the 30-day audience. And in there, we are showing them ads still but this time, we're showing them ads for different promotions we're running and different content pieces. So let's say we're selling surfboards and somebody visited our website 29 days ago, they would be in this audience. When they went on Facebook, they might see a brand new article that we just put out that's called Top 10 Surfboards For 2020. And they also might see an ad that says End Of Season Blowout Sale, All Surfboards 20% Off. Whatever it is, more generic things that match the whole audience. Because in that window again where they still might buy, we definitely want to make offers so we want promotions. But we also want to keep building that goodwill, keep building that relationship, which is why we're also marketing our content to that audience.

Now when you get into the 60-day bucket and the 180-day bucket, we're still showing promotions and content but we're showing it at less of a frequency. Meaning we're spending less money on ads for the older visitors. The older they get or the more time in between when they visited our website, the less we're spending to reach them because, again, they're less likely to be a buyer. We still do want to occasionally have things pop into their news feeds on Facebook. So if they ever do want to buy, they know who we are. They're familiar with us but we're not going nuts trying to get somebody that came to our website six months ago to buy. We're not at all thinking that that's an amazing lead. Okay, it's not a bad lead but we're not putting a whole bunch of budget into that. So my advice is you shouldn't either.

Now, the other different audiences we have again are the abandoned checkouts. With those, you should pretty much segment them into those same audiences that I just spoke about. But emails with abandoned checkouts are huge. So make sure you have that.

And then finally, we have that other top-level group, which is purchased from a store. So all of our customers. Now we break our customers into two audiences. So we segment them down again into two audiences. We have an audience of customers that purchased within the past 7 days. And then we have an audience of customers that purchased within the last 180 days. Now our new customers, again, people that bought within the last week, the last 7 days, we're showing them ads on Facebook.

But these ads are not to sell them anything. Instead, they're just simple video messages saying, and these go to everybody. So, they're not specific per customer. They're for all customers within seven days. But they're just saying, "Hey, thank you so much for placing your order with antonsstore.com." It's not a real store by the way but "thank you for placing an order with antonsstore.com. Really appreciate your business. Really appreciate you putting your trust in us. Our typical orders ship out within two to three business days. You can expect an email from us with tracking information as soon as it's dispatched. And if you ever have any questions at all, please just reach out to [email protected]" Whatever it is.

So quick video messages thanking them for their business, building up that trust factor. And what this is going to do is, first of all, make them super shocked because nobody does this. They're going to be very happy to see it. They're also going to feel better about their purchase. So it's going to reduce buyer's remorse. Because now they have more of a connection with you. And when they have opportunity to share your store with somebody or to buy again, they're going to be more likely to come back to you. So make sure you're doing that. Super easy to do, super cheap as far as what the budget is, and definitely worth it.

Okay, that other audience. People that have purchased from us in the last 180 days, we're also showing them those same promotions and content ads. Why are we doing this? Well, on the content side, again, these are our customers. They should be interested in the content that we're putting out. So we're going to be showing it to them via Facebook ads. Then on the promotion side, again, they might want to buy in another thing or they might want to buy one for their family or friend or whatever. And they already bought from us. Of course, we're offering great customer service. So they should've had a great experience with us, which means every time we have these new promotions coming out, they're going to be shown to this segment also.

Good news is it doesn't cost much money because it's only your customers. So compared to the site visitors, the budgets are much smaller. But the good news is the return-on-ad spend is really high because again, these are people that have already done business with you. These are people that hopefully, you gave a great experience to, so they'll keep coming back for more and you'll make more money. So, that is the overview of this, guys. Again, this was part of a talk that I did at our Drop Ship Lifestyle retreat out in Prague that we just wrapped up, I think, two weeks ago.

So, yeah, if you want to see the full presentation, get all my slides, see how we do this, literally screen-share, that's going to be uploaded into our members area for Drop Ship Lifestyle members. The goal is by the end of next week the film crew said they'd have us all the videos by, so you'll get that full recording in there. Again, going into not just this but all the money machines I talked about previously and also my full presentation on our Facebook ads playbook where literally for almost two hours, I just dove deep into our Facebook ads accounts and showed exactly how we run extremely profitable Facebook ads for all different types of audiences.

So, again, if you're interested and you're already a member of Drop Ship Lifestyle, hopefully, I would say three weeks max, hopefully two weeks, you can have access to those recordings. If you're not a member yet, be sure to go to dropshipwebinar.com, D-R-O-P-S-H-I-P webinar dot com, where you can get a free training from me and also a special offer to get enrolled in the program. Also, guys, if you're getting value from this podcast, please do hop into iTunes real quick and leave a review. Means a lot to me and it helps the channel and the show continue to grow. So, would definitely appreciate a review on the eCommerce Lifestyle podcast. So that's it, guys. I'm getting back to work. Appreciate you. And I'll talk to you on the next episode of the eCommerce Lifestyle show. See everybody.

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