How You Can Use Remarketing to Close a Business Deal

Have you ever been on Facebook and saw an ad of me? Something that looked like this:

neil patel ad

That’s remarketing. I’ll explain how it works. When people visit Quick Sprout, they get cookied with an ad code, and whenever they browse the web, they see ads related to my offers.

Now that you know what remarketing is, lets get into how you can use it to close a business deal.

Laying the ground work

Although remarketing is mainly used for targeting people who visit your website, it doesn’t have to stop there. When you are working on a business deal, chances are you are going to communicate with the other party through email.

Remarketing solutions like Retargeter and Perfect Audience are known for providing email solutions. They give you an invisible piece of code that gets placed in your email signature and is used to cookie people once you start sending them emails. Your recipients won’t even know that you are tracking them through this cookie code.

There are other remarketing services out there, but many of them, e.g, Adroll, don’t do email remarketing, or at least that’s what their sales reps told me when I asked them.

So, my recommendation to you is to choose one of the two options above as your remarketing solution as they both work with all of the major email providers such as Gmail.

Don’t forget your tool belt

Now, to take this case further, lets assume that you already have someone interested in your product or service and you are at the proposal stage. If this isn’t the case, read this blog post so you can quickly get to the proposal stage.

Before you send out your first proposal, you should use two tools. The first is Yesware, which helps you track whether your emails get opened. This free tool is valuable because it will tell you if you need to follow up, particularly in cases when people have not read your email.

The second tool is Bidsketch. It’ll give you all the analytics you need on your proposals: if they are getting passed around and how interested your potential customers actually are in hiring you, etc.

Creating your first remarketing campaign

Before you can send out your first proposal, you’ll want to create a banner ad for your remarketing campaign. If you aren’t a designer, go to Fiverr as you’ll be able to find someone who will do it for $5.

The banner ad should state the benefit of using your product or service. For example, if I were creating a remarketing ad for KISSmetrics, I would create an ad that would say something like:

Stop wasting time and start making money with KISSmetrics.

The purpose of that ad would be to get you to move faster on signing our KISSmetrics proposal. It reinforces the benefit of our product helping you make more money that our sales reps pitched to you in the proposal.

Make sure the ad you design isn’t too pushy like this one:

When are you going to sign your KISSmetrics proposal?

Ads like the one above can backfire as some people will feel that the ads are creepy. When I tested out similar ads, they actually deterred people from signing up.

The overall goal of the ads you are creating is to keep your company in your potential customer’s mind. The last thing you want to do is to send off a proposal and have your prospects forget about you.

Send the proposal

Now that you are all set up, it’s time to send off your proposal. You have your tools in place, and your remarketing campaigns are set up so that you can continually remind your potential customer to sign up.

Now, a few scenarios are likely to happen, and here is what you do in each one:

Scenario #1: Your email isn’t opened

This is why you use Yesware. You don’t want to assume people are opening your emails when they are not. There is always a chance your emails get filtered into someone’s spam box, so you should never assume your email is being read.

If Yesware shows your email isn’t read after two business days, send another email with a different subject line. When sending this email, call your prospects and let them know by phone that you also sent them a proposal via email.

If that didn’t work, wait five more business days and repeat the process. But this time, walk them through the proposal over the phone. That way they have no choice but to read your email.

Scenario #2: Your email is opened, but the proposal isn’t read

There are a few things you need to do in this scenario.

  1. Call them and see if you can set up a time to walk through the proposal – at the end of the call, make sure you ask what they thought so you can take that feedback to improve your future proposals.
  2. Add more banners to your remarketing rotation – these new banners should highlight case studies that link over to your site. The goal is to provide social proof on why they should sign up with you.
  3. Follow up with an email – after five business days of doing the two steps above, follow up with an email breaking down their site and explaining what they can do to grow their business. The advice you give them doesn’t have to relate to your product or service, but instead it should help them see that you are a smart person and you know what you are doing. This way when you tell them to buy your product or service, they’ll trust your advice.

Scenario #3: Proposal has been read, but they stop following up with you

This is probably the worse-case scenario that can happen because the other party is either really busy or they are ignoring you. Or even worse, they feel there is no sense of urgency to move forward.

Here is what I would do here:

  1. Rotate the ads – include links to case studies, include testimonials, and leverage messages like “If X Company Uses KISSmetrics, Shouldn’t You Too?” This should help keep your company in the back of their mind even if they are extremely busy.
  2. Be blunt – I would call and ask them if there is anything that you can do to move this deal forward. Ask them if they have any concerns, then answer them all and also mention that you are a strapped-for-time startup. Tell them to feel free to be candid with you as it won’t hurt your feelings and ask them to tell you what they thought of the overall deal. The answers should help you get to the root of the problem.

Scenario #4: Proposal has been read, but they tell you they are not interested

In this situation you are probably not going to get the deal, but you can learn the reasons for not getting it.

Pick up the phone, thank them for being upfront with you, and then ask them this one question:

What could have I done differently to win your business?

They may beat around the bush, and if they do, tell them to be blunt as it will help you improve your business. They will typically give you responses such as:

  • We are not confident that you can deliver the results you promised.
  • You are too expensive.

Depending on the answer, you’ll want to create a new set of remarketing ads. These ads will answer these objections. If they said you are too expensive, your ads should showcase the financial results others achieved by using your products. Link those ads to case studies.

The reason you don’t want to give a discount is because businesses don’t care how much something costs as long as they know it will make them a lot more money.

If they feel that you can’t deliver on what you promised, create these ads:

  • Quotes from press about your company.
  • More case studies
  • Testimonials within your ads
  • Create an ad with your company logo in the center and the logos of your clients around it.

These ads should help your prospects be more comfortable with the claims you are making.

Conclusion

Remarketing isn’t a magic pill that will help you close every deal out there, but it can’t hurt. I’ve found that using it in my sales process boosted my overall deal closing ratio by 28%.

And it’s not just me either. We had five sales reps test it as well. They have found that remarketing has helped increase their closing numbers by 16% on average.

When you are trying to close deals, sometimes you just have to think outside the box. Some things will work out well for you, and others won’t. It’s all about testing new techniques and being creative.

So, what do you think about remarketing?

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Comments

  1. hi Neil

    First time I’ve heard about remarketing was when a friend did some AdWords advertising.. actually I think it was called re-targeting, but it’s the same thing basically…

    Now, I’m not sure why you say “closing the deal”… I’d say “making the sale”…

    • Probably because there are more types of conversions than simply sales.

    • John, both terms are interchangeable. In regards to the difference between closing a deal and making the sale; there is definitely a big one. However, I believe in your mind you should say closing the deal, in reality its making the sale.

    • After been without work for 6 months, I started freelancing over this website and with a little effort I easily make around $85 per/h. Now I couldn’t be happier. After 3 months on my new job my monthly income is around $10k. Here’s my source Jobs95.?om

  2. I am constantly amazed at how much ridiculously good content you pump out on a regular basis. THERE IS NO FLUFF on your website.

    You haven’t made a cent from me yet but it’s just a matter of time before I’m compelled to hand you my credit card.

    • Donnie, I am really glad you find the information helpful. I am really a firm believer in the idea that content and ideas should be free flowing and easy to attain. Thanks for reading and let me know if you have any questions :)

    • Donna, agreed good content is hard to find but Neil is transparent and that’s why he has such a huge following. Always say it like it is and providing sound advice is the way to success.

  3. Wow, never considered using re-targeting with email. Great post.

  4. Those scenarios rock, Neil. Way to go.
    Remarketing is totally something new to me. Thanks :)

  5. Neil,

    This is pretty genius. I am going to have to look into Retargeter and Perfect Audience email solutions.

    You are right though, this stuff can back fire as it creeps some people out. But I like the way you outlined a strategy here – thanks!

  6. Interesting post, Neil. I recently started using Paid advertisement, but didn’t gave much thought to remarketing.

    Thanks for this timely, post.

  7. A classic information..

  8. It amazes me how many people are not aware of the “3 dollar marketing”. That’s what I like to call re-marketing (or to some re-targeting).

    It is such a great way to re-engage a prospect to your product or service.

  9. Another kickass post, specially smart definition of remarketing Niel.

  10. Doing this now for large client with $MMM customers and 8+ month sales cycles Workplace targeting series of ads – ubiquitous presence for critical 2-4 week period of the sales cycle. Good results. Challenge has been developing content quickly enough when they click-through. I love marketing automation tools and wish they were better integrated with retargeting strategies.

  11. Hey Neil,

    The last part of this post, the one where you break things down into scenarios for follow-ups is just the thing i was looking for. I work as a digital marketer, setting up PPC and remarketing campaigns and I always found that our sales team needs more support when it comes to closing deals. Your article is very much appreciated. Thanks a lot!

    • Jimmy, glad I could help. You bring up a great point: remarketing works in a similar way as following up with someone. It’s just automated which makes it easier for you and your customers. There is no awkwardness if they are not interested. I would love to hear how remarketing works for you. Please share once you have enough data :)

  12. Hey Neil,

    I’m always learning something new. We will give it a try to this strategy with BunnyCast to see how it goes. I have always wanted to implement a remarketing campaign, but all this tools and cases you described, will be very useful.

    Thank you

    Alejandro
    http://quicksprout.fm

  13. Wow Neil!! You surprise me everyday! Thank you for all the information! And I understand now why I have seen so many ads in Facebook or Youtube about Crazy Egg…. This is my bible XD

  14. great stuff especially used with Google analytics, thank you Neil!

  15. The case study links are broken on the landing pages behind your TC 30% in 2 months banners.

  16. Excellent break down of how to use remarketing. I’ve seen it in action after I’ve visited a website. My only problem is that many times the retargerting ad isn’t relevant to the page I’m currently on, which is sometimes annoying. An example would be an ad for a keyword research tool on a website about cars or food.

    I haven’t used remarketing myself so I’m not sure if this is the nature of the product or just bad campaign setup?

    • Mark, that’s a great point. Sometimes remarketing doesn’t work the way we want it to. However, I have found that remarketing works because at some point in the past few days people have been thinking about the item that is being remarketed. Thanks for reading. I appreciate the feedback :)

  17. Hey Neil

    Great post didn’t realise you could remarket to an email list. Something else we can offer to clients to stay ahead of the game..

    Cheers

    Brian

  18. Great article Neal. I use this tactic with Facebook marketing and place an image of my potential prospect as part of the ad. Thank you for the useful tools you use to accomplish your re- targeting.

    Regards
    Tino

    • Tino, that’s a great tactic. Photos of individuals really convert well. Please feel free to share some of your particularly tactics and challenges. I think it would definitely help the readers out along their way toward retargeting.

  19. I think remarketing is a very smart tactic. I see people like Derek Halpern and Ali Brown using it during their big online launches.

    It probably works like magic with those who don’t know about remarketing. :) I can imagine their thoughts: “Wow! I keep seeing it over and over again. It might mean something…”

    Thank you, Neil, for answering my question re: your ads on Facebook.

    • Ekaterina, more and more people are catching up on the trend of remarketing. It works wonders, so why not? People are more likely to click on an ad they consistently see on their sidebar (if the product or service is of value to them). Thanks for reading!

  20. We work with perfect audience & didnt think of using it this way. will do now. Awesome post Neil! Would you know if email retargeting will work from our Gmail accounts? cheers!

    • Faheem, glad you found the article helpful. With gmail addresses you just have to use your email within your email marketing platform. So it’s definitely doable. Thanks for reading!

  21. This is probably one of the most useful articles I have read in a few months. So actionable and I didn’t realise how to properly apply remarketing to ensure higher conversion rates.

    Thanks Neil I shared this to my twitter followers if you don’t mind also drop by on twitter and say hi sometime!

    Paul

    • Paul, thanks for reading. I really tried to share as much information on remarketing as possible. Conversions were a key interest of mine during the writing process. I’ll definitely have to check it out on Twitter :)

  22. Great post Neil.

    Really very innovative. It clicked me so many ideas. And one thing I learnt is it made me worked.

    Thanks…. :):)

  23. Neil, Awesome post. This post made my day, have to find a day to implement it! :)

  24. Neil what do I say, is it cinch, sinch or clinch. The bottom line is your do it every-time.

    You create valuable content that is a tad useful. Thanks

  25. Great article, Neil, thanks for sharing!

  26. It’s an all new thing I am hearing about re-marketing! WoW..

  27. Great article, Neil!

    I had a question — lets say I am running a 48 hour sale, is there a way I can only show my ads to visitors of my site for only 48 hours? It’s an evergreen timer so it continually runs, just when they go to my site the timer starts (hope that makes sense). I could have an ad read something like;

    “Time is ticking…Better hurry!

    I plan to explore re-targeting soon and will reference this post. And I am a huge fan of Yesware.

    • Adam, great question. You can definitely have ads run for a certain time period. There are settings within Adwords that will allow you to keep the ads up for a specific amount of time. I think a call to action like the one you mentioned will work very well because it creates a sense of urgency for people. Thanks for reading and let me know if you have any questions!

  28. Neil, why do I see your giant picture as EVERYONEs avatar in the comments? As good looking as you are, it makes it annoying to read through comments or even comment since I have to look at your picture 155 times!

    No disrespect meant lol

    • Michael, thats just how the design elements worked once I put the forum together. If one more person tells me it’s annoying I’ll look into changing it ;) No disrespect taken. Thanks for reading!

  29. Remarketing is a good campaign I must say. The 4 scenarios about “Send the proposal” are helpful! Now I understand and it gives me an idea how to deal with these situations.

    In addition, you must reach the right audience through Remarketing. And Remarketing is remessaging and retargeting.
    Thanks for this post! Informative. :)

    I found this post shared on Kingged.com, the Internet marketing social site, and I “kingged” it and left this comment.

    • Metz, glad we connect through kingged. I agree with your points. It’s all about reaching the right audience. If re-targeting is done right you can see tremendous ROI increases. Thanks for reading. I look forward to hearing more from you :)

  30. Remarketing or re-targeting is used often in internet marketing and the cost vs. roi ratio is insane :)

    I love, love the idea of using it to land customers through – specifically.

    Ingenious idea!

    • Jovana, glad you brought up the point of ROI. I think that is a huge determinant when people decide to engage in a retargeting program. The ROI increases can be amazing when done right.

  31. In addition, you must reach the right audience through Re marketing. And Re marketing is re messaging and re targeting.
    Thanks for this post

  32. Great article and nice advice about business

  33. Neil,

    I love your floating social share bar!

    Where can I find it!

    Thanks,

    Greg

  34. That’s a very innovative use for remarketing, Neil.

    To be honest, I hadn’t thought of applying remarketing to email.

    Job hunters could also use this tactic to keep top of mind of hiring managers. Actors for producers and casting directors. Etc

    • Jason, I think most people don’t realize how effective it can be. That would be a good place to start. I think job hunters would benefit greatly from that tactic. Thanks for reading!

  35. great article and useful for me

  36. Mr. Patel you have excellent tricks to target more potential clients through Remarketing.

  37. I never thinking before about remarketing and this is good post. thanks neil for this helpful post… :)

  38. Excellent post. I never know about Remarketing and now i will use to sale my products ;)
    Thanks

  39. Hi Neil ! You raised the right issues to face the competitive marketing challenges. Its sound that your remarketing concept is useful for all kinds of business and increse the revenue ratios of a business. Most of the marketers do not care for future business. However, your concept may enlighten them to thik for remarketing.

    • Glad you thought so. I think that these are strategies that will really allow people to market for the future. If you have the next 5 years in mind and implements strategies accordingly the sky really is the limit. Thanks for reading and providing great feedback!

  40. Thanks for this post Neil.

    I’ve been seeing a lot of remarketing being used on Facebook but I hadn’t given it the importance I now see it clearly deserves.

    Using it as a proposal conversion strategy is genius. This has the potential to change my business by leaps and bounds.

    Thanks again! I’m going to implement and post some results in the near future.

    • Facebook really does utilize remarketing well. It really is a great strategy when employed right. Thanks for your valuable feedback and please let me know how it works out for you. I would love to hear about your progress.

  41. It’s actually a great and helpful piece of info.

    I’m glad that you just shared this useful info with us. Please keep us
    up to date like this. Thanks for sharing.

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  43. Hi Neil,

    Great post. You mention multiple times about rotating the ad after a certain scenario has occurred in order to show the most relevant ad creative.

    How are you able to do this on an individual user basis? I’ve only been able to use retargeting on groups of users in a list. Do you manually move contacts do different lists as they perform different actions?

    Thanks

    Ed

    • You have to contact the ad platform and see if they will do this for you. A few of them do this for me… but mainly because I can drive them a lot of business.

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