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The Power of Multi-Tiered Remarketing
Remarketing isn’t about showing the same ad over and over - it’s about strategically engaging with potential customers at various stages of their journey. Here’s how we approached it:
- Tier 3: Initial Engagement: We targeted users who engaged with the cold prospecting ads (viewed 75% of the video, liked or clicked) but didn’t visit the website. The goal? Keep the brand in their mind with gentle nudges via ads that highlighted basic product features and benefits.
- Tier 2: Deeper Engagement: For users who visited the website but didn't take any action, we introduced more detailed ads. These included “company in the news” ads, case studies or user testimonials to build credibility and trust.
- Tier 1: Ready to Convert: This tier targeted users who engaged deeply with the content but hadn’t yet taken the final leap. The ads here were more direct, with strong calls to action like signing up for a free trial or scheduling a demo.
Crafting Sequential Messaging
Sequential messaging involves telling a story through your ads that evolves based on the user’s previous interactions. Here’s our step-by-step approach:
- Step 1: Awareness: Introduce the brand and its unique value proposition. Simple, engaging ads to catch the eye and pique interest.
- Step 2: Consideration: Once they’ve shown interest, hit them with more detailed information. Focus on how your product solves specific problems or improves efficiency.
- Step 3: Decision: Now that they’re considering your product, offer them something compelling to seal the deal - maybe a discount, a free trial, a personalized offer, or a compelling testimonial.
Integrating Lead Qualification
No point in chasing leads that won’t convert. Here’s how we integrated lead qualification into the mix:
- Using Lead Gen Forms: LinkedIn Lead Gen forms were used to capture high-quality leads directly through the platform. The forms were designed to gather essential information that helped qualify leads right from the get-go.
- Scoring Leads Based on Interaction: We scored leads based on their interaction with the ads and the information they provided. This helped prioritize follow-up efforts and personalize future communications.
Why This Works:
This strategy keeps your brand relevant throughout the customer’s decision-making process, adapting the messaging to their engagement level. By the time they reach the decision stage, they feel informed and confident about choosing your product.
Conclusion: Is This Strategy Right for You?
If you're running a SaaS company and looking to enhance lead conversion, this multi-tiered remarketing approach combined with sequential messaging and robust lead qualification could be a game-changer.
By Alla Elfimova
Director of Marketing. Ex-Publicis, Ex-Millward Brown. 10+ years of experience in Retail, Technology, Telecom, Media & Entertainment industry verticals, driving growth for the brands like Samsung, Verizon, Kohl’s, Twitter and Coca-Cola.