I call this the re-marketing flywheel strategy, its a strategy where frequency and variance are key,
Why a flywheel I hear you ask. well this is a flywheel and its the only thing i could think of that fit the purpose of a analogy
The flywheel itself is your re-marketing campaign, each ad or content type is a tooth in the wheel. The aim is you try each tooth of the wheel until you find the tooth that converts the user.
People get tired of the same offer/product/ad, they may have different reasons for not converting. Some may not like the price, others may not understand the product, others may not trust you etc.
To combat this start to think about what users ask when they speak to you, think about their pain points what do they need to hear to convert? Start writing them down.
Also think about which channels you can utilise to get you message out there. Mix this with products you sell and you should have something like below.
Ad Types : Image ad, dynamic Re-marketing ad, video ad, text ad
Channels: Facebook, Twitter, YouTube, Display, Email, Direct Mail
Content: Frequently asked questions, New innovations, Product Review, Customer Testimonial, Sales letter, etc. Email, whitepaper with splinters, discount, blogs, info-graphics etc
Put into Practice
For This example lets pretend we are a digital marketing agency who want to get their name out there for the following services:
- Content Marketing
- Social Media
Lets use the following channels:
And for this example lets use the following content pieces:
- Product Ad
- New Innovation
- Customer Testimonial
- Sales letter
You now have ideas you can use for the teeth of your flywheel example below. Lets Call this Flywheel 1 Which Focuses on Facebook.
You will notice that the second column has a tooth number, this is important as you don’t want the user to see these ad’s in perfect order, you want variance as to not burn out the potential customer and avoid ad blindness.
This also creates the effect or distorting your company size and gives the impression that you have a very large marketing campaign. You want to avoid the user thinking that there is just one capaign based on the product they have viewed focusing on them mix it up to set precedence that you have been advertising for a long time.
Example Flywheel 1 – The Facebook Flywheel
|Flywheel 1||Tooth 17||Facebook Ad Advertising Product 1||SEO|
|Flywheel 1||Tooth 21||Facebook Ad Advertising Product 2||Content Marketing|
|Flywheel 1||Tooth 47||Facebook Ad Advertising Product 3||Social Media|
|Flywheel 1||Tooth 11||Facebook Ad Advertising Product 4||PPC|
|Flywheel 1||Tooth 33||Facebook Blog FAQ Product 1||SEO|
|Flywheel 1||Tooth 24||Facebook Blog FAQ Product 2||Content Marketing|
|Flywheel 1||Tooth 5||Facebook Blog FAQ Product 3||Social Media|
|Flywheel 1||Tooth 32||Facebook Blog FAQ Product 4||PPC|
|Flywheel 1||Tooth 25||Facebook Ad to Blog New Innovations||SEO|
|Flywheel 1||Tooth 6||Facebook Ad Video New Innovations||SEO|
|Flywheel 1||Tooth 13||Facebook Ad to Blog New Innovations||Content Marketing|
|Flywheel 1||Tooth 28||Faecbook Ad Video New Innovations||Content Marketing|
|Flywheel 1||Tooth 30||Facebook Ad to Blog New Innovations||Social Media|
|Flywheel 1||Tooth 54||Faecbook Ad Video New Innovations||Social Media|
|Flywheel 1||Tooth 38||Facebook Ad to Blog New Innovations||PPC|
|Flywheel 1||Tooth 27||Faecbook Ad Video New Innovations||PPC|
|Flywheel 1||Tooth 40||Facebook Ad to Customer Testimonial Blog||SEO|
|Flywheel 1||Tooth 50||Facebook Ad to Customer Testimonial Video||SEO|
|Flywheel 1||Tooth 15||Facebook Ad to Customer Testimonial Blog||Content Marketing|
|Flywheel 1||Tooth 46||Facebook Ad to Customer Testimonial Video||Content Marketing|
|Flywheel 1||Tooth 7||Facebook Ad to Customer Testimonial Blog||Social Media|
|Flywheel 1||Tooth 51||Facebook Ad to Customer Testimonial Video||Social Media|
|Flywheel 1||Tooth 36||Facebook Ad to Customer Testimonial Blog||PPC|
|Flywheel 1||Tooth 45||Facebook Ad to Customer Testimonial Video||PPC|
|Flywheel 1||Tooth 39||Facebook Ad to Sales Letter||SEO|
|Flywheel 1||Tooth 9||Facebook Video to Sales Letter||SEO|
|Flywheel 1||Tooth 34||Facebook Ad to Sales Letter||Content Marketing|
|Flywheel 1||Tooth 14||Facebook Video to Sales Letter||Content Marketing|
|Flywheel 1||Tooth 3||Facebook Ad to Sales Letter||Social Media|
|Flywheel 1||Tooth 44||Facebook Video to Sales Letter||Social Media|
|Flywheel 1||Tooth 1||Facebook Ad to Sales Letter||PPC|
|Flywheel 1||Tooth 48||Facebook Video to Sales Letter||PPC|
|Flywheel 1||Tooth 53||FB Ad Whitepaper Splinter 1||SEO|
|Flywheel 1||Tooth 22||FB Ad Whitepaper Splinter 2||SEO|
|Flywheel 1||Tooth 37||FB Ad Whitepaper Splinter 3||SEO|
|Flywheel 1||Tooth 19||FB Ad Whitepaper Splinter 4||SEO|
|Flywheel 1||Tooth 4||FB Ad Whitepaper Direct Ad||SEO|
|Flywheel 1||Tooth 10||FB Ad Whitepaper Splinter 1||Content Marketing|
|Flywheel 1||Tooth 31||FB Ad Whitepaper Splinter 2||Content Marketing|
|Flywheel 1||Tooth 26||FB Ad Whitepaper Splinter 3||Content Marketing|
|Flywheel 1||Tooth 49||FB Ad Whitepaper Splinter 4||Content Marketing|
|Flywheel 1||Tooth 16||FB Ad Whitepaper Direct Ad||Content Marketing|
|Flywheel 1||Tooth 52||FB Ad Whitepaper Splinter 1||Social Media|
|Flywheel 1||Tooth 41||FB Ad Whitepaper Splinter 2||Social Media|
|Flywheel 1||Tooth 35||FB Ad Whitepaper Splinter 3||Social Media|
|Flywheel 1||Tooth 23||FB Ad Whitepaper Splinter 4||Social Media|
|Flywheel 1||Tooth 20||FB Ad Whitepaper Direct Ad||Social Media|
|Flywheel 1||Tooth 43||FB Ad Whitepaper Splinter 1||PPC|
|Flywheel 1||Tooth 18||FB Ad Whitepaper Splinter 2||PPC|
|Flywheel 1||Tooth 42||FB Ad Whitepaper Splinter 3||PPC|
|Flywheel 1||Tooth 8||FB Ad Whitepaper Splinter 4||PPC|
|Flywheel 1||Tooth 29||FB Ad Whitepaper Direct Ad||PPC|
The aim is to funnel users and increase the variation and frequency per user ( the number of times a user has had the opportunity to see the ad). This image below shows the difference it makes timing your ads and maximizing your message rather than running all of your messages to one re-marketing pot.
A lot of people throw product ads to the same audience usually the result is product ad 1 gets a low average frequency, so does product ad 2 and 3. You may think that well a frequency of 3 * product ads = a total frequency of 9 which is brilliant.
The issue is that the user hasn’t had uninterrupted frequency, they may have seen product 1 then the next time they looked at a site they saw product ad 2 and then product ad three.
What you want is uninterrupted frequency or sit time. Where a user has had chance to notice the product ad and has built up enough curiosity to click it. For Facebook I would say this is between 6-9 for display you want to be frequency capping at 5 and testing run lengths.
Below is a rough and ready example of how you can increase uninterrupted frequency on a channel or placement. Its the same as above but you are using something to create an order of when ads are seen, in this case a number of days. In reality you will want to change the number of days by testing frequency and engagement.
Bouncing is initially a term used by Pickup artists, its the concept of going to multiple locations on a first date to distort time and create a feeling of knowing the person longer than you have. Where ever this originated from and whether you agree or disagree it works in the world of dating.
The marketing equivalent is showing different messages on different channels, It is very effective at creating the illusion that you have been advertising on different channels for a long period of time as well as allowing you to push different messages without resetting sit time. (Different channel different sit time). This also pushes your frequency through the roof.
Imagine your the potential customer you have seen an ad advertising SEO services for a few days on Facebook, when you go onto the daily mail you see a white paper on how to get the most from your PPC campaigns for a few days. You return to Facebook a few days later and see there is a blog focusing on how to improve your quality score and on YouTube there is a video discussing the latest innovations in SEO.
In the above example you have 4 sit times 2 for Facebook, one for the daily mail and one for YouTube. This allows you to build up insane frequency per product, per platform in a short space of time, whilst not burning the user out on the same message. It also creates a big brand feeling , “these guys are not just asking me for my money they are giving me value and they are everywhere”.
Hopefully now you understand the flywheel method, increase frequency without burnout by increasing variance ( ad/message/channel/frequencycap or sit time)