Funnel Based Segmentation - Funnel Mapping
how do remarketing fans and welcome back the infinite sea of data and characteristics and behavioral trends that you could pick up from your website visitors that your google analytics tag or whatever tracking tag is going to track is tremendous. Having a manageable way and setting up yourself, setting yourself up with a detailed specific approach to building these remarketing campaigns is really important. So I want to talk to you about funnel based re marketing segmentation. It's a really powerful technique. It's probably the best and it's the best technique to use. It's the at least, it's the technique that we've seen to be the most successful in our client accounts. So I think it's an important technique to focus on now, while any business will see specific characteristics differently. So you know which specific page a person viewed versus time on site versus gender. All these different characteristics, which products say a potential customer viewed, They they're going to mean some...
thing different for every business. Not every business is gonna see the same value and see the same trend in their data attached to certain behaviors on site. But every single business has a funnel for some businesses. The buyer funnel will take literally a fraction of a second. You might have an extremely impulsive by where a person, even on a subconscious level goes through all the different stages in the, in the buyer's funnel In a second and the buyers funnel for for bigger businesses, especially in B2B settings could take a year. It could take more than a year, but every human being goes through the different, the core fundamental phases of the bio funnel before they make a purchase or before they signed up for a service, whatever it may be, planning your re marketing campaigns around your sales. Funnel is a really powerful way to start organizing your lists, organizing your segments and breaking down your marketing objectives into smaller, more manageable chunks on top of that, using remarketing campaigns to help move your website visitors through. Your bio, funnel is really a very powerful sales tool. So let's jump in here and let's take a quick look and and discuss the buyers funnel. So the first stage of the buyers funnel is awareness. A person is discovering uh the issues, particular problems, He might have frustrations, he's discovering that there's an issue and that there might be potential solutions to that problem. Then the person will move into this phase that's called consideration. Um some people called evaluation. Where a person now starts considering and evaluating potential solutions to his problems. So um if his back is hurting, he might, you know, I've used that example before, he's gonna now start looking for potential solutions for his back problems that might be in the form of therapy and might be in the form of a product that might be in the form of a service, but he's gonna start evaluating what's out there and kind of entering into that decision making process. Next we have what's called intent, so intent really expands the gamut of, of quite a lot of different variables or a lot of different stages, depending on the business, but it's, it really focuses on a person starting to really make a decision that this is the solution. I wanted, my problem, I want this particular product, I want this particular service, this particular brand at this time, at this price, um, using the information he gathered in that evaluation stage, the buyer now enters into intent. I'm, you know, really solidifying my decision. Then naturally we're going to make a purchase that's either signing up for service. It could be, you know, putting your email address into download an e book or sign up for a blog, buy a product. So that's, that's the purchase that this is the core. So this is, this is the core of the buyer spinal awareness, consideration, intent and purchase. That's what we're really concerned with. Their, there is this idea of loyalty where people will come back for repeated purchases, which is important. It's not as much of a focus for our purposes just in terms of re marketing training and then you have advocacy where your customers are so happy, they're so thrilled and so enamored with you as a business owner with your product with your service is that they're telling their friends, they're advocating, they become a brand ambassador as you know, people in the field like to call it. So once again, this process could happen in a second or over the course of a year. But that's not your issue so much at this point. Your job as a marketer is to really figure out which actions or characteristics, the behaviors on site and just drill that into your head. Whenever we say characteristics. Whenever, whenever we see actions, we're talking about user behaviors that we're tracking with our with our tracking tag, we're talking about which pages a person view time on site. We're talking about gender. We're talking about brows that we're talking about time since last purchase. We're talking about bounce rates or any of of those characteristics, which combination or what combination of characteristics, tell you what stage that person is likely to be in in the buyer's final keep in mind, you're never going to get it right all the time and it's going to be far from imperfect at the end of the day. Marketing and tracking data and predicting human behavior is inherently a very, very unpredictable thing to try to do. But your role is to is to try to be as accurate as possible. Coming up, understanding your, understanding your users, understanding your website visitors and deciding this combination of characteristics. This behavioral trend tells me that this person is likely still considering our solution or this type of behavior that followed. This behavior is telling me that this person is likely in the intense stage and they're getting ready to make a purchase. Uh, every stage of the buyers funnel, we can talk about this in the next section. Every single stage of the buyers funnel is going to have an appropriate message and appropriate bid. It's gonna shape. Your remarketing campaigns were not just doing this for fun. This is the pillars of how we're going to ultimately create our ads, set our max CPC bids determine the value, how aggressive we want to be, and then using that combination of factors to nurture people through that buyers funnel. Now, let's, let's bring this into real life for a second and talk about just, you know, a typical e commerce. I know not all of you guys watching this or e commerce, but I bet some of you are um, what a typical e commerce structure would look like moving a customer down the funnel. So stage one awareness, you have a block post, an organic listing, might be a PPC, ad, social, add, a social post, etc. That brings the user to the homepage. So persons aware, they have a problem, they do a search fine. Then you have consideration. Users are browsing your site, they're checking out individual product pages. So there, you know, you might say that an individual product page, somebody who viewed a product page after coming to the home page, but before getting to a checkout page or the car page, that person's in the consideration phase, they're spending a certain amount of time on site, You might want to bring in scroll depth and we'll talk about combining, um, characteristics in a second. But that's the basic consideration phase, let's say for a typical e commerce situation, it might be different for you intense. So use your, adds an item to their shopping cart. That's a really easy one that shows intent, that shows that that person is likely, um, they have intended to buy. Now, once again, it's not perfect. You'll have many cases where people are adding things to the shopping cart and they don't intend to buy it. We know that great, but overall we're trying to be as accurate as possible purchase, which is somebody reaching the checkout page to somebody who has, who has already purchased or you know, if somebody who's already purchased, they'd be on the thank you page. But if somebody has a stronger intent to purchase, they might have reached the checkout process, don't overlook the checkout pages. The cart pages, that's an important re marketing list or a marketing attribute to keep in mind loyalty could be additional purchases and advocacy could be somebody promoting a brand word of mouth. People telling your, these are actions that would tell me that this person is in the advocacy stage of the funnel. So keep in mind, this is a typical e commerce scenario, the same exact structure would apply in our case. If it was a service based industry, you might be an attorney, So a person might come to your home page, a person might check out specific legal services that you offer. So that would be, you know, that might be akin to the consideration phase. A person might click on the contact us page for a specific legal service or they might go to your bio page or your about us page that might give you that sense that he might be in the intent phase. Um, somebody actually submitting a form or somebody starting to submit a form but then abandons the form. That might be like the purchase phase. So somebody actually becoming a client of yours would be the end of the purchase phase of, of that final. So this could apply to any single situation. You guys are smart enough. We don't need to necessarily go through every single type of industry and every single type of website or company online and and talk about what the structure would look like. But the idea is to get an overall sense that certain actions and those attributes. That's the idea here. The attributes and the actions that we use to build our remarketing segments in the funnel based segmentation strategy. They all line up to what stage of the funnel the people in this segment are likely to be in and we're gonna talk about how that gets even more powerful in the coming 2 to 3 lectures. So, thank you very much, guys, I hope this was helpful. Good refresher. Um, it's building the blocks, it's the building blocks of a very, very useful remarketing strategy. So stick with it. We're gonna get it, you're gonna build these campaigns and they're gonna be highly profitable. I guarantee it, I'm looking forward to talking to you guys soon in the next section.