3 - Follow Up

Just as professional marketers always say, "the money is in the follow up". Less than 20% of prospects will make any purchase on the first day you market to them.

They need to engage with the brand 6 to 7 times before they can decide whether to make a purchase or not. That's why you need to follow up on prospects that have shown some interest in your product.

Within the online business space, this is referred to as retargeting. When a shopper abandons the cart or refuses to complete an order, you have to retarget the message one more time.

It is no surprise that some ads keep appearing on Facebook, time after time. The reason is simple, the more a video is shown to those who have shown interest, the more you are able to help them make a decision.

Retargeting can also be used to send personalized messages to your prospects.

Personal details can be retrieved at every contact point with your business, which is used to tailor messages to different segments.

Let's say a person visits your store, looks at a gadget, but never makes any move towards checkout. The pictures of that product can be sent through email repeatedly until a decision is reached.

The more you are able to retarget your prospects, the less you will have to spend on advertising. Yet, the ROI on retargeting will still produce better returns.