As we approach the new year, the realization that December is upon us is nothing short of astonishing. Amidst the hustle and bustle of holiday campaigns that have likely consumed our attention in recent weeks, we find ourselves at a pivotal juncture to navigate the post-festive landscape.
To help you prepare for this next phase, our CEO and Founder, Larry Kim, teamed up with Lizzie Chapman, VP of Partnerships & Channels at AdRoll to discuss how we can take all the hard work you put in these past few months and turn it into post-holiday success.
Our two experts have outlined a six-step playbook, designed to unlock long-term business growth and turn seasonal customers into loyal patrons for the months and years ahead. Read on as we unravel the keys to not just surviving but thriving in the afterglow of the holiday rush.
Tip #1: Identify Your Anonymous Website Visitors
We know that a common challenge in the digital landscape is the inability to identify site visitors. In fact, we don’t know who 97% of our visitors are!
You gain instant access to the names, emails, and page interactions of 15 to 20% of your US website visitors.
To install the Website Visitor ID X-Ray Pixel, sign up (for FREE!), go to your dashboard, and navigate to My Automations.
Select + New Automation and get your pixel. We have easy install options for Google Tag Manager, WordPress, and Shopify, or you can install the pixel manually.
What’s great about this, is it complements your existing advertising budgets, especially for those utilizing platforms like AdRoll with conversion rates typically ranging from two to four percent.
Tip #2: Retargeting + Email + SMS = Sales
Once we know the names, emails, pages visited, and interests, we can harness the power of ad retargeting.
With the data we now have, we can target these individuals on Facebook, Instagram, Google, and the open web by creating custom audiences in each platform or through a solution like AdRoll.
What’s important to remember here is you must get as specific as possible. For example, you can create custom segments based on pages visited, allowing you to create ads for that particular product.
The other piece to consider here is lookalike audiences. Since we now have a list of people interested in our products or services, we can find other people that look like them – similar interests, demographics, behaviors, etc.
Retargeting helps us expand our reach and when combined with exiting email and SMS campaigns, leads to more sales and more revenue.
Tip #3: Connect Website Visitors to Abandoned Cart Flows
We know that email marketing is one of the most effective tools in our marketing stack. And what we want to do is to make sure that we’re using it effectively to re-engage those visitors who have shown an interest in our site.
Previously, if a visitor wasn’t logged in to the site or had yet to add something to their cart, they were a lost opportunity.
Not with website visitor identification and our X-Ray pixel.
Now, we not only know who those people are but we can put them into our existing flows. By seamlessly linking your high-value website visitor contacts to Shopify and Klaviyo abandoned cart flows, you establish a powerful mechanism to reclaim potential sales that may have slipped through the cracks.
The key lies in the precision. We need to strategically segment our lists and ensure we are creating targeted emails that resonate with individual preferences and needs. This personalized approach ensures that our communication is not just seen but deeply connects with recipients, fostering a higher likelihood of conversion.
Remember, this is about lifetime value and client retention. We don’t just want a one-time sale. We want to turn these visitors into repeat customers who come back again and again. And we can do that by staying top of mind, by providing value in our emails, and by making it easy for them to make those repeat purchases.
Tip #4: Personalize your Retargeting with Sophisticated Segmentation
With a comprehensive dataset and AI solutions at our disposal, we can understand customer preferences, predict their next purchases, and craft targeted offers. We can also go above and beyond the traditional ad.
For truly successful retargeting, we have to embrace segmentation and we have to craft highly personalized ad experiences.
Segmentation allows us to serve ads tailored to individual preferences, cross-sell related products, and showcase compelling social proof.
Use the customer data you have to serve ads for complementary products that resonate with visitor preferences. Extend special offers and promotions to your high-value customers and don’t hesitate to ask those same customers for feedback.
Studies show that UGC is 8.7x more impactful than influencer content and garners 2.4x more consumer trust than brand-created content.
Take that User-Generated Content (UCG) and turn it into a powerful marketing asset.
The more targeted your offers are, the more successful you will be, and the more likely you are to drive return customers.
Tip #5: Recover Retargeting Audiences
In the aftermath of the iOS 14 update in 2020, iOS 17 in 2023, and the subsequent cookie-apocalypse, retargeting audience reach has plummeted by a staggering 76%.
However, there’s a strategic avenue to recover and reclaim the lost ground – sync your website visitor contacts directly to ad platforms.
By syncing your website visitor contacts to ad platforms and expanding your audiences, you can resurrect retargeting audience reach to pre-iOS 14 levels.
This allows you to not only mitigate the losses but pave the way for a resurgence in audience reach. It also ensures that your retargeting campaigns regain the potency they once held, reaching audiences more effectively and maximizing the impact of your advertising endeavors.
Privacy regulations aren’t going away and cookies aren’t coming back. Adapting and recovering audience reach is paramount, and syncing website visitor contacts is a must.
Tip #6: Prepare for Chrome Cookie Deprecation
As Google prepares to deprecate 3rd party cookies in Chrome by 2024, advertisers must reshape their strategies, minimizing the impact on retargeting and maximizing budgets.
Without the ability to retarget prospects with 3rd party cookies, a strong upper funnel strategy is more important than ever. You must build a strong brand presence to get the attention of the right customers from the start and you must focus on capturing first-party data.
Additionally, you must be thinking about measurement. To make data-driven decisions, you need a reliable and accurate way to track customer conversion paths.
Cross-channel attribution enables you to understand how your channels work together on the customer journey and how to best allocate your resources and the loss of cookies will complicate this. Make sure you are prepared.
Boost Customer Retention & Build Loyalty in the New Year
As we stand at the brink of a new year, reflecting on the whirlwind of holiday campaigns, our CEO and Founder, Larry Kim, along with AdRoll’s VP of Partnerships & Channels, Lizzie Chapman, have outlined a comprehensive six-step playbook for post-holiday success.
From identifying anonymous website visitors to connecting them to abandoned cart flows and personalizing retargeting with sophisticated segmentation, the strategies aim to unlock long-term business growth, boost customer retention, and cultivate customer loyalty.
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With the challenges of the iOS 14 update and the impending Chrome cookie deprecation in 2024, the need for a strong upper funnel strategy, data-driven decision-making, and strategic measurement becomes paramount.
As the digital landscape continues to evolve, these tips offer a roadmap to not just survive but thrive in the dynamic post-holiday rush.
Install the Customers.ai Website Visitor ID X-Ray pixel today for FREE and start your journey to a successful 2024!
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Important Next Steps
- See what targeted outbound marketing is all about. Capture and engage your first 500 website visitor leads with Customers.ai X-Ray website visitor identification for free.
- Talk and learn about sales outreach automation with other growth enthusiasts. Join Customers.ai Island, our Facebook group of 40K marketers and entrepreneurs who are ready to support you.
- Advance your marketing performance with Sales Outreach School, a free tutorial and training area for sales pros and marketers.