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Retargeting Done Right: Aussie Strategies That Don’t Feel Creepy

by Red/Marketer with a Soul | Mar 16, 2024 | Advertising Wollongong, Customer experience wollongong, customer loyalty programs, customer loyalty strategy, customer retention strategy, facebook advertising, Retargeting facebook ads

Boost Sales with Retargeting: Turn Window Shoppers into Buyers!

Imagine browsing online for your dream vacation – a luxurious escape to the Whitsunday Islands. You find the perfect resort, picture yourself snorkeling in crystal-clear waters…but then work calls, the kids need dinner, and poof! The vacation dream gets pushed aside.

Wouldn’t it be amazing if a few days later, an ad for that exact resort pops up on your Facebook feed with a special discount? That’s the magic of retargeting – reminding Aussies who showed interest in your product or brand and giving them a nudge to return.

Retargeting has become even more essential in Australia, with a whopping 98% of website visitors leaving without making a purchase Source: Invespcro. Let’s re-engage those potential customers!

Building Your Retargeting Audiences: The Foundation

You can’t retarget without knowing WHO to target. Facebook offers immense flexibility:

Website Visitors: The classic. Install the Facebook Pixel (bit of code on your website) to start tracking visitors. You can even target visitors to specific pages! Someone who looked at your pricing is a hotter lead than someone who only glimpsed your home page.
Video Watchers: Aussies love video – a trend Facebook lets you capitalise on. Target people who watched a certain percentage of your videos about a specific product or service.
Customer Lists: Got an email list? Upload it! Target previous customers for new offers or to revive lapsed ones with incentives.
Engagement Retargeting: Did someone like your Page, interact with a post, or attend your Facebook event? They’re already showing brand connection and are ripe for retargeting.

The Aussie Angle: Location-Based Retargeting

Did you know you can target Australians who were physically near your store recently? Great for brick-and-mortar businesses! Or, target Aussies who like pages related to your city. This goes beyond basic interests to indicate true “local” intent.

Dynamic Ads: The Personalised Touch

These take retargeting to the next level! Instead of a generic “Come Back!” ad, dynamic ads show the exact product or service the person viewed. Key for Aussies with short attention spans or browsing lots of similar options.

Think of it like that Whitsunday Islands resort ad displaying the specific room type and dates the person searched for. That’s way more likely to convert than just their logo.

Crafting Retargeting Messages That Work

Don’t just repeat what they already saw. Here’s where you get creative to win back those Aussie customers:

Scarcity as a Tool: “Limited Time Offer,” “Only a Few Rooms Left” taps into the Aussie fear of missing out (FOMO) and prompts action.
Address Objections: Did someone leave their cart full? A retargeting ad with “Free Shipping” or “Easy Returns” lessens hesitation.
Social Proof is Powerful: Testimonials or user-generated content in ads builds trust, reminding Aussies others enjoy your product.
Multi-Stage Retargeting: For bigger purchases, create a series of ads. The first reintroduces the product, the second might be customer reviews, the third a compelling discount.

The Retargeting Trap to Avoid: Frequency Fatigue

Seeing the same ad NON-STOP is annoying. Australians will tune it out, or worse, view your brand negatively. Here’s how to avoid this:

Frequency Caps: Facebook lets you limit how often someone sees your ad in a given period.
Ad Variations: Change up images and copy to keep things fresh, even for the same audience.
Time Limits: Run retargeting campaigns for a specific duration, then give it a rest.
Exclusion Audiences: Exclude people who already bought–you don’t want to retarget a paying customer who needs support, not another sales pitch!

Retargeting Success Stories: Aussie Edition

Need some inspiration? Here are examples adapted to the Australian market:

Local Gym: Retarget Aussies who visited the “Membership” page with a free class pass ad, focusing on location (“Join your neighborhood gym!”)
Ecommerce Fashion: Abandoned cart? Retarget with the item AND a discount, but make it time-sensitive (“10% off your order, expires in 24 hours!”)
Travel Company: Australians who watched a video on “Ultimate Aussie Roadtrips” get retargeted with blog posts about the top routes or special rental car deals.

Beyond the Blog: Retargeting Isn’t One-Size-Fits-All

Industry Matters: Australian B2B audiences have longer decision cycles. Retargeting there might be less about immediate sales, more about staying top-of-mind.
Budget Conscious? Retargeting engaged Page followers is cost-effective. They already know you, making them warmer leads.
The Pixel Power: Truly effective retargeting requires the Pixel on your website for the most detailed tracking. If installing code is intimidating, here’s your access to our “professional grade SOP’s library” that will give you a comprehensive, easy to follow guide on exactly to do that and so much more!

Remember, retargeting is about building relationships with potential customers in Australia, not just nagging them. Share your retargeting success stories or biggest challenges in the comments below!

I hope this serves you,

Red

Drop us a Line 📞 1300 902 588 or send us a query

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Stress Awareness Month: Understanding Work Related Stress

by Red/Marketer with a Soul | Apr 11, 2023 | burnout prevention assessment, Customer experience wollongong, customer retention strategy, Time Management

What is Stress Awareness Month?

Stress Awareness Month is a time to recognise the impact of stress on our lives, and to find ways to reduce it. The purpose of Stress Awareness Month is to raise awareness about the importance of managing stress in our daily lives. It also provides an opportunity for people who experience high levels of stress to connect with others who share similar experiences.
The first Stress Awareness Month was celebrated in May 2012 by The American Institute of Stress (AIS), an organisation dedicated to helping individuals manage their own stress levels by teaching them how they can improve their health through proper nutrition and exercise habits, as well as learning techniques such as meditation or yoga that help calm them down when they feel overwhelmed by life’s challenges.

The Impact of Stress

Stress is a natural reaction to life’s challenges. It can help you perform better, but too much stress can harm your body and mind. The negative effects of stress include:

Increased blood pressure
Decreased immunity
Weight gain or weight loss (depending on whether you eat more or less)
Stress may also cause symptoms such as headaches and muscle tension. If you have any of these symptoms, it’s important to see your doctor right away so they can rule out other health problems that could be causing them!

What is Work-Related Stress?

Work-related stress is the result of feeling overwhelmed by your job. It’s not just about having a lot to do or being underpaid–it can also be caused by other factors, such as poor communication with your coworkers or managers, lack of recognition for good work, and long hours spent at the office.

Work-related stress can lead to burn-out and serious health problems like high blood pressure and heart disease if it goes unchecked for too long. You should take steps to reduce your own level of work-related stress as soon as possible so that you don’t end up suffering from these health issues down the road!

Recognise the signs of work-related stress.

It’s important to be able to recognise the signs of work-related stress so that you can take action to manage it. Some common signs include feeling overwhelmed, irritable, or anxious, having trouble sleeping, experiencing physical symptoms like headaches or stomachaches, and feeling disconnected from coworkers or loved ones. If you notice these signs, it’s important to take steps to address the underlying causes of your stress.

Identify the sources of stress in your work environment.

To effectively manage work-related stress, it’s important to identify the sources of stress in your work environment.

This could include factors such as a heavy workload, unrealistic deadlines, poor communication with coworkers or supervisors, lack of control over your work, or a toxic work culture.

Once you’ve identified these factors, try developing effective coping strategies for each one. For example, if your workload is overwhelming, consider delegating some tasks or hiring additional help; if an employee isn’t pulling their weight, talk with them about how they can improve their performance; if personal issues are affecting your ability to focus on work tasks during the day (or night), ask yourself whether there are ways in which those issues could be resolved outside of work hours so that they don’t interfere with productivity during business hours?

Take the “burn-out” prevention test

Develop coping mechanisms to manage stress

Coping mechanisms are essential for managing work-related stress and reducing the likelihood of burn-out. These can include physical activities like exercise, relaxation techniques like meditation or deep breathing, or seeking support from friends, family, or a mental health professional. It’s important to find what works best for you and to make time for these activities regularly. Additionally, setting realistic goals and prioritising tasks can help reduce stress and increase productivity.
Remember, managing work-related stress is a process and it’s okay to ask for help along the way.

Take the “burn-out” prevention test

Practice self-care to prevent burnout.

Burnout is a state of emotional, physical, and mental exhaustion caused by prolonged stress. It can lead to feelings of detachment, cynicism, and reduced effectiveness at work. To prevent burnout, it’s important to practice self-care. This can include taking breaks throughout the day, setting boundaries between work and personal life, and engaging in activities that bring you joy and relaxation. Remember, taking care of yourself is not selfish, it’s necessary for your overall well-being.

Take the personalised “burn-out” prevention assessment.

The Benefits of Reducing Work-Related Stress

Reducing work-related stress can have a positive impact on your mental health and productivity, as well as your job satisfaction.

Improved mental health: Stress can lead to anxiety and depression, but reducing it will help you feel better about yourself and your life in general.

Enhanced productivity: When you’re less stressed out, you’ll be able to focus on getting things done instead of worrying about everything that needs doing. This can result in higher quality work being produced at a faster rate.

Increased job satisfaction: If you’re happier while working at home or at the office, then this will come across in both how much time goes into each project (because there’s no need for breaks) as well as how much enjoyment comes out of completing said projects (again because there’s no need for breaks).

How to Manage Stress in General

Exercise. It’s a well-known fact that exercise can help reduce stress and anxiety, but did you know it also helps us sleep better? If you’re not already incorporating physical activity into your daily routine, try adding in some light workouts.
Relaxation techniques such as deep breathing or meditation are also effective ways to manage stress levels–and they don’t require any equipment! If these sound like things that would be helpful for you, look into taking a class or reading up on how others do it so that when the time comes for relaxation mode (which should be often), it’s easy for everyone involved.
Seek help if needed–many times we don’t realise how much our mental health affects our bodies until it’s too late! If this sounds like something worth exploring further with a professional therapist or counsellor who specialises in helping people manage their emotions through therapy sessions tailored specifically toward each client’s needs. Learn more about Mental Health first aid courses
Create a stress management plan. Take regular breaks from work and other responsibilities, even if it’s just for 10 minutes at a time. Learn to say “no” when necessary, especially when you’re feeling overwhelmed or stressed out by an extra task or request that doesn’t fit into your schedule or workload.

Conclusion

Work-related stress is a serious issue, and it contributes to more than half of all physician visits. Fortunately, there are multiple ways to reduce your level of stress at work. These suggestions should provide you with some help as you try to handle your own stressful situations at work.

Take the personalised “burn-out” prevention assessment

Dedicated to your business and personal wellbeing.

John

The Value of Lead Generation

by Red/Marketer with a Soul | Apr 9, 2022 | Advertising Wollongong, customer retention strategy, Digital Marketing SOPs, Digital marketing wollongong, Google Ads, Lead generation, local seo, niche marketing, Online Advertising Wollongong, word of mouth marketing

Whether you’re a B2C or a B2B, if your business has sales, it should be generating leads. A lead is a potential customer, and lead generation is the process of creating and nurturing those potential customers.

The benefits of lead generation include:

Credibility: By offering valuable, reliable information to potential customers, you establish your business as an authority in your field. This means that when they’re ready to buy, they’ll be looking for you first.

More sales: You’re not only attracting new customers when you generate leads, you’re also working on keeping them around for the long haul. Leads are carefully cultivated through the sales process so that by the time they reach conversion, they are ready to do business with you.

Less effort: Lead generation allows you to have more control over the sales process while simultaneously reducing your own workload. By automating certain steps of the process and making sure every lead gets a personalized experience, your team will spend less time chasing down leads and more time closing deals.

What’s the real cost of lead generation?

Lead generation is a valuable marketing tool. It helps businesses build their pipelines and drive sales, and for those who are just getting started with it, it can be a game-changer—especially because there are so many free resources available.

But what’s the real cost of lead generation? And how can you make sure that you’re actually getting your money’s worth?

One of the more popular methods for generating leads is to “buy them” from lead generation companies like Hipages, Oneflare, Airtasker and Service Seeking.
It seems easy enough, pay your hardearned, get a lead, and go from there..

So what’s the catch? Lead generation companies are expensive. They charge a percentage of the total job value, in most cases is 15% plus a monthly fee plan which can be anywhere between $99 to $1200. In fact, on average, it ends up costing you more than $30 – $60 per lead in some cases. That’s per lead. Not per job or sale.

It’s for this reason that we don’t recommend using pay per lead platforms such as those mentioned above. We’ve had dissatisfied clients who’ve used these sites, and generally speaking, each lead they accepted was 30 to 40 dollars. Often once accepted the “client” wouldn’t answer calls or they were just curious as to the cost. After a few leads like this it becomes extremely costly. This only bumped up the price for the next client as we couldn’t afford to keep paying for such expensive leads.

If you own a franchise and are required to pay a set monthly fee regardless of your revenue, it can be costly, and most large franchises will sends leads your way for a price, which on the surface may seem low, anywhere between $4 – $10, but factor in the complusory monthly fees and those leads could be upwards of $60 plus each.

So what is the alternative?

Google or Facebook?

Search is no longer just a place to discover new products and services. It’s become the go-to destination for consumers who are ready to buy. Even if they aren’t sure exactly what they want, search engines are where most people start their research.

So why not get in front of those potential customers at the moment of highest purchase intent?

In a recent survey, 71% of respondents said that search engines were the first place they looked for information about products or services. And with paid search ads, you can show up at the top of those search results—and beat your competitors to the punch.

Paid search ads are highly effective because they put you in front of consumers when they want your product or service most.

Google and Bing Search Ads: Average Cost Per Click, Click-Through Rate, Cost Per Lead, and Conversion Rate by Industry

If you’re considering running Google or Bing search ads, you’ll want to first get an idea of what you can expect to pay for cost per click, click-through rate, lead cost, and conversion rate. These factors will play a large role in how much your ad campaign costs overall.

To help you get a sense of what’s possible in your industry, we’ve compiled the top 20 industries that run Google and Bing search ads (according to their own data). The data is broken down by industry so that you can get an idea of where you need to improve to stay competitive.

Also read: “The cost of Google Ads in 2022”

Pay only for interested leads

What is cost per lead?

Cost per lead, also known as cost per action, cost per conversion, or cost per acquisition, tells you how much you spent in order to get someone to complete a desired action—whether to fill out a form, call you, or make a purchase.

How much does it cost to get a lead?

According to Wordstream market research, the average across all industries is $41.40. This overall average is lower than what we’ve seen in the past, which is good news for advertisers. The automotive vertical has consistently been in the lowest bracket in our past findings.

Which industries have the highest cost per lead?

Industries with the highest cost per lead include attorneys and legal services ($73.70), furniture ($64.72), and finance and insurance ($62.80).

Which industries have the lowest cost per lead?

Industries with the lowest cost per lead are animals and pets ($14.88), automotive repair, service, and parts ($17.81), and restaurants ($20.49).

Which industries have the highest conversion rates?

The conversion rate of an ad is the number of people who clicked on your ad and then did what you want them to do (like contact you or buy something from your site). This is one of the most important numbers you’ll ever look at, because it tells you whether your marketing dollars are being spent in a way that creates value for your business.

We found the average conversion rate across all industries to be 8.82%, ranging from 3.25% to 19.19%.

Industries with the highest conversion rates include animals and pets (19.19%), physicians and surgeons (19.15%), and automotive repair, service, and parts (15.23%). Industries with the lowest conversion rates were furniture (3.25%), apparel/fashion and jewelry (3.6%), and real estate (3.93%). Our past data also finds the highest conversion rates in the legal and automotive verticals and the lowest in real estate and apparel.

On the other hand, the personals conversion rate has historically been higher than what we’re seeing here.

I am not a marketer, I run a business, so how can I do both successfully?

You’re not alone. You think you’re the only one who’s ever been through this, but we’ve heard from many business owners just like yourself.

You’ve built your business on passion and hard work, so it can be a rude awakening when you realize that you need to give all that same passion and attention to crafting an effective marketing strategy.

For a lot of people, it’s especially hard because they don’t have a background in marketing—they’re just business owners. But the good news is, we can not only help you with that, we can also help turn you into a marketer who happens to own a business.

Here’s how:

Three Words: “Standard Operating Procedures”
We have been developing and using our marketing SOPs to great success. Our SOPs provide you with step by step instructions that make setting up effective ads simple and straight forward. They are easy to follow even if you are a beginner or don’t have any experience in creating Facebook or Google ads.

Our SOPs come with detailed instructions on how to set up your ads, tricks of the trade that save you time, money, frustration and improve your results. We have been working with different audiences over the years and have tested what works best for your market.

Like to know more? Click this link

Dedicated To Your Marketing Success

John

Importance of a Customer Retention Strategy

by Red/Marketer with a Soul | Sep 16, 2021 | Customer experience wollongong, customer loyalty programs, customer loyalty strategy, customer retention strategy

Understanding The Metrics

Customer retention is critical — particularly for B2B companies. But unfortunately, building a sound customer retention strategy isn’t a high priority for many businesses.

While it is important to understand the number of customers that leave in a given period of time, it is equally important to understand the impact of these customers on your income.
Retention and churn rates can help you understand why the customers are leaving you and how to make appropriate adjustments in order to keep them happy enough to stay.
So I thought I would put together a few metrics you should really take notice of with your business.

Revenue Churn Rate refers to the percentage of revenue your business loses from its existing customers over a given period of time.
Gross revenue retention (GRR) is the amount of recurring revenue in a given period of time that is lost due to fluctuations in exchange rate, downselling or selling a cheaper product than the one you intended to sell to the customer.
As already mentioned, the churn rate is a measure of how many percent of your customers no longer do business with you over a certain period of time.

The simplest measure of customer loyalty is your company’s customer churn rate, Click here for your Free Calculator which refers to the rate at which customers stop doing business with you.
Your loyalty rate is the opposite of your churn rate and measures how many of your customers go into a competitor or stop buying within the same period.

Customer loyalty rates measure the number of customers a company holds over a given period of time.
Retention metrics are useful for companies with subscription-based customers, but not as relevant for companies with longer customer lifecycles, such as car dealerships. SaaS (software as a service) retention is a key metric that measures the percentage of customers that you retain over a period of time and shows current and future revenues.

Repeat Buyer Rate is the percentage of customers who have been with the company or company since their first purchase. To calculate your repeat rate, divide the number of customers who made multiple purchases over a period of time (the total number of customers in this period) and multiply by 100 to get a percentage number. This is the percentage of your customer base that has made more than one purchase.

Loyal Customer Rate measures the number of customers who repeatedly shop with you within a certain period of time. It can be calculated by dividing the number of regular customers by the total number of customers.

Developing a STOP THE CHURN Strategy

With this knowledge, it is easy to design retention strategies that increase customers “desire to purchase and maximize sales. It’s estimated that a mere 5 percent increase in customer loyalty can lead to a 25-95 percent increase in sales, thus customer loyalty is an invaluable metric which also happens to be a useful measure of customer loyalty.

It’s a good idea to evaluate your switching rate (the rate at which a customer will change brand or products) semi-regularly to keep the pulse of how customers respond to your retention and marketing efforts. To be more effective,
I recommend calculating your RPP rate (Retention per product) for different purchases to better understand where your customer journey starts and ends. If you keep an eye on these metrics, you can estimate where customers are crashing on their journey and give you the opportunity to take preventive action.

This new metric, known as Customer Experience Score, focuses on customer experience of your product or service over a period of time and examines how you can add improvement to retain customers. Customer loyalty measurements give your company an insight into whether you are able to meet customer needs over time.

Monitoring retention ratios is critical for a company to understand the lifelong customer benefit and quantify the effectiveness of its marketing strategy and customer service programs. For example, your organization should look at customer loyalty metrics such as customer lifespan and churn rate. Customer loyalty measurements and how they are carried out: Look for important customer loyalty indicators such as customer service life, value and return on investment.

Remember that it is cheaper and more efficient to increase the turnover of existing customers than new acquisitions. The money, time and effort to attract new customers is wasted if you do not keep your existing customers.

Understanding the bond is important because it gives you an insight into how your customers think about renewing their business with you. The primary metrics for understanding customer loyalty are the loyalty rate and churn rate, these metrics can tell you everything you need to know about why customers return or go. Retention rates are an important measure of the success of your entire loyalty marketing strategy, but to get a full picture, you need to understand why your customers choose to return or not.

It is important that loyalty indicators show how satisfied customers with your product or service are and how willing they are to try out competitors in your market.

It is important to know how many loyal customers you have because part of your turnover is customer-oriented. Your performance is measured by the number of monthly recurring revenues (MRR) from new accounts and business opportunities and not by customer satisfaction. Return on sales gives you an idea of how healthy the loyalty strategy is that works.