Omnichannel Remarketing: Integrating Search and Targeting Tactics
Posted: Tue Dec 17, 2024 4:42 am
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May 17, 2021 0:00
Omnichannel Remarketing: Integrating Search and Targeting Tactics
Valery Domashchenko
Founder of Domashenko Digital Group
Content
What is the difference between omnichannel and multichannel
Lead generation factory Omnichannel remarketing whatsapp number list map How to evaluate the results of work Case study on a phlebology clinic
Valery Domashchenko has been in digital marketing for 22 years, 18 of which he has been a visiting professor at the business schools of Moscow State University and the Higher School of Economics. He has managed the development and promotion of thousands of projects in the UAE, Denmark, France, Germany, the USA, and the CIS countries. He has been in marketing since 1999, and over the past 20 years, he has gradually moved to an omnichannel system. He explained why the system inevitably shows wow effects and how it works in practice using the example of a phlebology clinic.
What is the difference between omnichannel and multichannel
These two terms should not be confused.
Multichannel is interaction with the client through several independent channels.
Omnichannel is a system through which we build consistent communication with the client in different traffic channels simultaneously and in an interconnected manner.
In omnichannel, there is no division of strategy into channels. Wherever a person goes — from Yandex to read news on Facebook, then to Odnoklassniki — we communicate with him consistently, depending on the decisions he makes.
In this article, I will tell you how to use the omnichannel approach to build a lead generation factory that will give 5 times more leads than if you follow the classic lead generation path.
Lead Generation Factory
The usual scheme, when a marketer drives traffic to a landing page, gives an average of 1% conversion of visitors into sales. An omnichannel lead generation factory catches and "warms up" up to 25% of the initial traffic to sales.
To do this, you need to add a "warm" lead generation conveyor to the classic "hot" conveyor, which will give additional conversions.
Classic hot lead generation pipeline
According to the classic scheme, 100 people come from paid traffic to the landing page and only one closes for sale. Most digital agencies stop there.
Warm Lead Generation Conveyor
Our know-how is that we do not collect only hot leads, but warm up the largest possible audience.
01.jpg
Of the 100 people who land on the landing page, 67 will read it to the end. On the landing page, we offer not the main product, but first tripwire. This could be a test drive, a demo version, a consultation, diagnostics — something that is easy and inexpensive to agree to. As a rule, seven people agree to the offer.
Seven will agree to tripwire, of which three will buy the main product. After payment, we show them a message of gratitude and a video in which we offer a more expensive product. This is called "Profit Maximizer" — a product with which we increase the average bill. As a rule, 1 out of 3 people agrees to it.
There are 60 people left who read the landing page but did not agree to tripwire. Abandoning them is an expensive pleasure, because leads are constantly becoming more expensive.
We need to get their contact and finish them off in one of two ways:
1. At the time of leaving the landing page, we give an exit pop-up to get the contact. They:
subscribe to the lead magnet and get into the chain;
do not subscribe and go to remarketing.
2. In remarketing, they come across a scary, quiz or self-diagnostic offer. There we get their contacts, subscribe to a newsletter in email or chat bot and send a series of letters. As a result, the leads:
buy,
think for another 6-9 months,
are washed out of the base.
On the very cold ones, who did not subscribe to the lead magnet, we launch a content factory:
we use large texts to unpack expertise,
we build content strategies,
we heat it up in other ways.
Warm ones go to the lead generation factory and then to the funnel.
Why is a lead generation pipeline better than the classic approach with lead traffic?
Remember, out of 100 people processed on the conveyor belt, we get 3 as leads. 30 are rejected, but 67 remain to read. What happens to them?
Seven respond to tripwire, of which three buy the core product and one buys the max product;
Twenty respond to the lead magnet, of which seven purchase the main product within two weeks, nine after 6-9 months.
In total, 25 people out of 100 bought the product with a hot and warm conveyor. That is, not 1% closed for sale, as in the classic version, but 25%! This is the meaning of the lead generation factory.
Omnichannel Remarketing Map
To build a factory, we make an omnichannel remarketing map:
02.jpg
At the entrance there should be a hyper-segmented target audience that came through targeting, clustered context, etc. For example, these are women 55+, residents of Chelyabinsk, owners of the last three iPhone models.
Step 1: Landing
Of those who came to the landing page, we leave those who:
watched more than three screens;
spent more than 15 seconds.
The rest are rejectors. We try to separate them out right away and not buy bundles, keys, clusters, sites from which they were attracted. Up to 25% of rejections is normal.
Those who read the landing page are the target audience. Then visitors do one of two things:
leave a request and become a lead;
do not leave a request after reading the landing page.
It is important for us not to lose the last ones and to push them to the lead. When the landing page visitor's mouse goes beyond the browser, an exit pop-up appears, where we offer a lead magnet. The person agrees, leaves their email, and we continue working with them. If not, we add the visitor to the audience for retargeting.
Step 2: Chain of Letters
Remember, 84% of sales happen after the sixth contact between the seller and the buyer, so we launch a chain of seven letters over two weeks. On average, a cohort, especially in the B2C niche, closes within 14 days — people buy between the advance and salary or never buy.
How often should we send letters? We took measurements: daily ones burn out the audience, it is better to send once every 48 hours. Less often is also not necessary, otherwise a competitor will have time to seep into the communication hole between you and the consumer. But if we are talking about letters via a chatbot, you can send them more often — it is more native.
Step 3: Retargeting
At the end of the email chain, the client:
left a request;
didn't leave or unsubscribed.
We hypothesize that it is too expensive for him and put him on retargeting. From 1 to 7-14 days we show One Time Offer for 72 hours - sign up today and get 5000 rubles as a gift for payment. A gift is better than a discount - it devalues the product in the eyes of the consumer. Thus, we increase the profitability by about 20%.
Step 4: Scary Content
If a person has not responded to our offer, at the end of the second week he automatically moves to the next stage. If the previous segment concerned pain, then this one concerns scares:
why you shouldn't delay buying a product
what bad consequences this will lead to and so on.
Step 5: Self-diagnosis
If nothing scares a person, we close him down to a longread or quiz so that he can find his own problem. To do this, we build a logical chain of questions in a quiz or article.
Intermediate sub-stages
May 17, 2021 0:00
Omnichannel Remarketing: Integrating Search and Targeting Tactics
Valery Domashchenko
Founder of Domashenko Digital Group
Content
What is the difference between omnichannel and multichannel
Lead generation factory Omnichannel remarketing whatsapp number list map How to evaluate the results of work Case study on a phlebology clinic
Valery Domashchenko has been in digital marketing for 22 years, 18 of which he has been a visiting professor at the business schools of Moscow State University and the Higher School of Economics. He has managed the development and promotion of thousands of projects in the UAE, Denmark, France, Germany, the USA, and the CIS countries. He has been in marketing since 1999, and over the past 20 years, he has gradually moved to an omnichannel system. He explained why the system inevitably shows wow effects and how it works in practice using the example of a phlebology clinic.
What is the difference between omnichannel and multichannel
These two terms should not be confused.
Multichannel is interaction with the client through several independent channels.
Omnichannel is a system through which we build consistent communication with the client in different traffic channels simultaneously and in an interconnected manner.
In omnichannel, there is no division of strategy into channels. Wherever a person goes — from Yandex to read news on Facebook, then to Odnoklassniki — we communicate with him consistently, depending on the decisions he makes.
In this article, I will tell you how to use the omnichannel approach to build a lead generation factory that will give 5 times more leads than if you follow the classic lead generation path.
Lead Generation Factory
The usual scheme, when a marketer drives traffic to a landing page, gives an average of 1% conversion of visitors into sales. An omnichannel lead generation factory catches and "warms up" up to 25% of the initial traffic to sales.
To do this, you need to add a "warm" lead generation conveyor to the classic "hot" conveyor, which will give additional conversions.
Classic hot lead generation pipeline
According to the classic scheme, 100 people come from paid traffic to the landing page and only one closes for sale. Most digital agencies stop there.
Warm Lead Generation Conveyor
Our know-how is that we do not collect only hot leads, but warm up the largest possible audience.
01.jpg
Of the 100 people who land on the landing page, 67 will read it to the end. On the landing page, we offer not the main product, but first tripwire. This could be a test drive, a demo version, a consultation, diagnostics — something that is easy and inexpensive to agree to. As a rule, seven people agree to the offer.
Seven will agree to tripwire, of which three will buy the main product. After payment, we show them a message of gratitude and a video in which we offer a more expensive product. This is called "Profit Maximizer" — a product with which we increase the average bill. As a rule, 1 out of 3 people agrees to it.
There are 60 people left who read the landing page but did not agree to tripwire. Abandoning them is an expensive pleasure, because leads are constantly becoming more expensive.
We need to get their contact and finish them off in one of two ways:
1. At the time of leaving the landing page, we give an exit pop-up to get the contact. They:
subscribe to the lead magnet and get into the chain;
do not subscribe and go to remarketing.
2. In remarketing, they come across a scary, quiz or self-diagnostic offer. There we get their contacts, subscribe to a newsletter in email or chat bot and send a series of letters. As a result, the leads:
buy,
think for another 6-9 months,
are washed out of the base.
On the very cold ones, who did not subscribe to the lead magnet, we launch a content factory:
we use large texts to unpack expertise,
we build content strategies,
we heat it up in other ways.
Warm ones go to the lead generation factory and then to the funnel.
Why is a lead generation pipeline better than the classic approach with lead traffic?
Remember, out of 100 people processed on the conveyor belt, we get 3 as leads. 30 are rejected, but 67 remain to read. What happens to them?
Seven respond to tripwire, of which three buy the core product and one buys the max product;
Twenty respond to the lead magnet, of which seven purchase the main product within two weeks, nine after 6-9 months.
In total, 25 people out of 100 bought the product with a hot and warm conveyor. That is, not 1% closed for sale, as in the classic version, but 25%! This is the meaning of the lead generation factory.
Omnichannel Remarketing Map
To build a factory, we make an omnichannel remarketing map:
02.jpg
At the entrance there should be a hyper-segmented target audience that came through targeting, clustered context, etc. For example, these are women 55+, residents of Chelyabinsk, owners of the last three iPhone models.
Step 1: Landing
Of those who came to the landing page, we leave those who:
watched more than three screens;
spent more than 15 seconds.
The rest are rejectors. We try to separate them out right away and not buy bundles, keys, clusters, sites from which they were attracted. Up to 25% of rejections is normal.
Those who read the landing page are the target audience. Then visitors do one of two things:
leave a request and become a lead;
do not leave a request after reading the landing page.
It is important for us not to lose the last ones and to push them to the lead. When the landing page visitor's mouse goes beyond the browser, an exit pop-up appears, where we offer a lead magnet. The person agrees, leaves their email, and we continue working with them. If not, we add the visitor to the audience for retargeting.
Step 2: Chain of Letters
Remember, 84% of sales happen after the sixth contact between the seller and the buyer, so we launch a chain of seven letters over two weeks. On average, a cohort, especially in the B2C niche, closes within 14 days — people buy between the advance and salary or never buy.
How often should we send letters? We took measurements: daily ones burn out the audience, it is better to send once every 48 hours. Less often is also not necessary, otherwise a competitor will have time to seep into the communication hole between you and the consumer. But if we are talking about letters via a chatbot, you can send them more often — it is more native.
Step 3: Retargeting
At the end of the email chain, the client:
left a request;
didn't leave or unsubscribed.
We hypothesize that it is too expensive for him and put him on retargeting. From 1 to 7-14 days we show One Time Offer for 72 hours - sign up today and get 5000 rubles as a gift for payment. A gift is better than a discount - it devalues the product in the eyes of the consumer. Thus, we increase the profitability by about 20%.
Step 4: Scary Content
If a person has not responded to our offer, at the end of the second week he automatically moves to the next stage. If the previous segment concerned pain, then this one concerns scares:
why you shouldn't delay buying a product
what bad consequences this will lead to and so on.
Step 5: Self-diagnosis
If nothing scares a person, we close him down to a longread or quiz so that he can find his own problem. To do this, we build a logical chain of questions in a quiz or article.
Intermediate sub-stages