Many companies carry out campaigns to attract visitors to their websites and sell. But the most common thing is that once users reach the website, they leave without making any purchase. To deal with this situation and achieve their sales objectives, brands and advertisers carry out prospecting and remarketing strategies on different advertising platforms.
In this article we tell you how to achieve effective omnipresence in the online environment, through a multi-channel multi-platform advertising strategy with a prospecting and remarketing strategy.
But first, what is multi-channel advertising?
Before talking about multi-channel strategy, we must understand multi-platform advertising as the implementation of those actions that allow us to expand our messages through various channels to capture the attention of our buyer personas and get them to convert, whether with a sale, the registration of a lead or a phone call, to give just a few examples of conversions.
That said, it's worth emphasizing that digital engineer phone number list campaigns run across multiple channels achieve greater brand impact and resonance, but a multi-channel strategy requires more than just advertising across two or more ad platforms.
Multichannel prospecting and remarketing strategy
The choice of these channels and how they are combined is just as important as choosing the right target audience, timing and message direction. So without correct segmentation and a message adapted to our audience and the moment or phase of the customer journey in which they are, we will be wasting our company's advertising investment.
A very common mistake that reveals that there is no strategy behind a marketing campaign is to impact an audience that does not know your brand with an aggressive direct sales message. For example, put yourself in the shoes of a person who has not even heard of your company and is suddenly impacted in their Instagram feed with an advertisement whose call to action (CTA) is something like: “Buy now!”, “Make an appointment with one of our agents”, “Leave us your email and receive the complete catalogue”. Or on the contrary, you are now a client of your company who is impacted with a generic or branding message, where you reveal who you are and what you sell. I suppose you have realized that we are sending the wrong message, to the wrong person, at the wrong time. Absurd, right?
Nowadays, the true potential of advertising platforms is that we can segment different audiences and impact them with personalized messages based on what is most appropriate for each of them.
Following the previous examples, we would impact the person who does not know us and who is therefore still in the first stage of the customer journey (discovery phase) with a message through which we would make our company known, the benefits of our product and how it can solve their needs, while we could re-impact the person who has previously purchased from us with a sales advertisement, seeking to encourage upselling or cross-selling.
These are two very educational examples of prospecting and remarketing ads, which we will explain in greater detail in the following sections.
In an advertising campaign, what is prospecting and in which phases of the Customer Journey is it most effective?
Prospecting campaigns are those that target people who do not yet know our brand or company and direct their advertising messages to buyers personas in the first phases of the sales funnel (Discovery and Consideration). On advertising platforms, we generate segmentations that generally bring together large audiences to prioritize maximizing the reach of our ads.
To carry out prospecting campaigns, the advertising platforms of the main social networks, such as Facebook, LinkedIn, Twitter or Pinterest, allow us to carry out broad or more limited segmentations of our target, according to different criteria. For example, we can segment users by demographic and geographic data, but we also have infinite possibilities of segmentation according to interests and behaviors, keywords, professions, positions and sectors, devices used...
On the other hand, in Google Ads we can impact users who actively search for our products and/or services in the search engine, by activating ads with the keywords we have selected in our campaign. If it is Display advertising, we will have other segmentation options, such as by interests, topics, keywords, related audiences and purchase intention.
On all platforms, there is also a type of segmentation that usually offers very good results: similar or lookalike audiences. These audiences are ideal for prospecting campaigns because they allow us to significantly expand our target audience by impacting other users who are similar in affinity to our clients and/or visitors.
