8 ways to cross

Did you know that 32% of customers order again from the same company within their first year of being a customer?

It can be easy for marketers lớn forget about their previous customers while they’re putting all of their blood, sweat, and tears into lớn generating new interest and getting more leads lớn enter the funnel. But sometimes the best opportunities are the ones you’ve already created.

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Running efficient advertising campaigns to lớn re-convert past customers is often the best use of your working hours. And while it might seem counter-intuitive sầu to lớn re-invest in the same individuals, running paid campaigns for cross-sell/upsell purposes can increase each customer’s lifetime value and average order value, increasing your revenue. That’s not time wasted!


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So, how can you leverage paid advertising khổng lồ upsell & cross-sell past buyers? Luckily, platforms like Facebook, Google, and other search and social networks already understand the value of these types of campaigns, and therefore there are many tools at h& that can help you leverage past success.

Cross-Selling vs. Upselling

Before we get inlớn the tips, let’s quickly define what cross-sell and upsell mean.


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Cross-selling occurs when you sell customers offerings that complement or supplement the purchases they’ve already made. For example, if you encourage a customer who just bought a new phone to get a protective sầu case at the same time, that’s a cross-selling win.

Upselling occurs when you increase a customer’s value by encouraging them to add on services or purchase a more expensive Model. For example, if someone comes inlớn your furniture store looking for a bedside table & you sell them a whole bedroom set instead, that’s an upsell.

Businesses in every industry should be exploring upsell và cross-sell opportunities lớn increase customer lifetime value & foster repeat purchases, br& loyalty, and brand advocacy.

With that established, here are eight ways to cross-sell & up-sell your previous customers using paid tìm kiếm and social advertising.

1. Strategize on Messaging

Why did this person buy from you in the first place? What products did he or she purchase, và what does this say about them? What are their demographics, & what patterns vị you typically observe from past buyers of a similar make-up?


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Asking all of these critical questions, & spending time digging through and analyzing past buyer metrics will help you truly step into the shoes of your previous customers lớn understvà the true motivation behind their purchases. Once you are able to do that you’ll have sầu a much better chance at up-selling these past buyers.

For example, if you sell beauty products và a previous buyer purchases shampoo & conditioner from your online store, consider how long it will take for her to go through those bottles. Once that time is coming near that she is down to the last few washes, what can you vì to lớn entice her to lớn buy from you again?

If your typical buyer is on a budget, then you could offer her a loyalty discount to lớn appeal khổng lồ her money-saving needs. If you sell more high-kết thúc haircare, you could re-appeal lớn her with an ad showing some of her favorite celebrities that have sầu endorsed these products.

The bottom line is devote the time lớn think strategically about your buyer personas so your able to re-appeal lớn them with compelling messages that speak lớn their specific wants, needs, và desires.

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2. Create Targeted Lists of Past Buyers

Once you have spent time digging through the data & understanding your various personas, it’s time to lớn organize them into lớn segmented lists, so you can target each danh mục with the right offer.

The fabulous thing about these types of campaigns is that you already have the contact information since these folks have purchased from you in the past. This will allow you lớn generate highly targeted lists of past buyers so you can use your specified messaging & put each list in their own personalized campaign. This step is critical in keeping things organized so the right people are getting the most relevant information catered lớn them.

For instance, if you just purchased a new couch for your studio apartment, you don’t want to lớn see an offer for a different couch a few weeks later. But perhaps you’d be interested in some decorative sầu pillows or a side table that looks like the perfect solution for placing your wine glass down. Cross-selling is all about offering products or services that complement what you’ve already sold.

3. Use Smart Remarketing Tactics

Remarketing is the absolute best way to lớn automate your upselling and get people lớn convert again with minimal effort of your over. While you will still need to configure and monitor your remarketing campaign, once they are running they will essentially run themselves as you watch the results come in.

Once you’ve taken the step of gathering each group of buyers inkhổng lồ their relevant lists, it’s time to lớn run some ads! Resale campaigns make this insanely efficient và easy. Configure remarketing campaigns in your favorite social networks and Google to appeal khổng lồ specific buyers with the correct messaging.

Take this example of a remarketing Instagram ad I was served. Since I recently moved & purchased some outdoor furniture, CB2 likely recognized the opportunity to remarket some accessories khổng lồ go along with my new outdoor items, which is likely why they sent me this relevant ad showing a very xinh tươi planter that I must say I am tempted khổng lồ purchase…


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Learn more about how khổng lồ do this from our guides on resale on Google and resale on Facebook.

4. Remind Past Buyers Why They Chose You

What is about your company, products, or services that makes you stvà out? Why vì customers choose you over your competition? Remembering these points in your messaging to lớn past consumers will instill a new sense of br& loyalty inlớn them. And if you’re able to lớn get a true brand-loyal consumer then your chances of retaining them for a longer period of time, and even getting referrals from them, will increase tremendously.

This is why branding campaigns shouldn’t only be used for top-of-the-funnel audiences who have sầu never heard of your company before. Rather, sell the emotion-evoking components of your br& to past-purchasers khổng lồ make them lifetime customers.

5. Incentivize Customers with Personalized Offers

Since you already have sầu data around your past buyers, use this precious information lớn get personal. You have an idea of what your past customers like based on their past purchases – use this knowledge lớn upsell them.

One way to lớn make past buyers feel especially valuable is by providing them with loyal customer discounts or không tính tiền gifts if they purchase something again. For example, Gilt City, where I’ve sầu purchased my fair chia sẻ of mas sa và facial deals, recently showed me this ad on Facebook for a relevant service as well as a free gift!


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If you offer a points system where repeat customers earn loyalty points (Sephora & Ulta are good examples), you can use search & social ads to remind customers that they have points saved up khổng lồ use toward a splurge!

6. Abandoned Shopping Carts? Don’t Let Past Buyers Forget

If you have sầu repeat customers who are abandoning their shopping carts, it’s not always the case that they lost interest in those items. Rather, they may have sầu been distracted in our society that’s built khổng lồ distract (“It’s not you, it’s me”). In this situation, don’t be afraid lớn remind past buyers about what they almost purchased.

Take this example from Joss và Main, where I was browsing for rugs recently, and decided I would buy the one below. I then got distracted (pizza delivery?) and abandoned the cart, but my handy dandy email inbox reminded we to lớn make the purchase… And I did!


You can also use remarketing to target cart abandoners! Use display ads to lớn remind past buyers what they’re missing out on, or try Gmail ads.

This does not go just for e-commerce businesses. If you are in the SaaS industry, for instance, take note of when current customers spkết thúc a significant amount of time on a related hàng hóa page. That time could be anywhere from one lớn thirty minutes. The time frame is something you will need to determine from past conversion statistics, but allow this as a chance to lớn connect with current customers at the right time lớn upsell them on these products. Timing is everything when it comes khổng lồ upselling! This leads me lớn the next tip…

7. Segment Ads by Time/Day Based on Past Buyer Behavior

You absolutely need a strategy in place to show your customers items they would be most likely to buy within an appropriate time-frame. If the shampoo you sell lasts for an average of 60 days, then start resale them after 30-40 days of their last purchase. Keep these ads running until they convert because you don’t want khổng lồ allow your past customers khổng lồ get down to lớn the last drop và then turn to lớn their local pharmacy in desperation.

There are plenty of statistics out there around the times of day and days of the week when people are most likely lớn buy, depending on what you sell. I encourage you not khổng lồ make decisions based on these general statistics, but to lớn look at your own data, & then take advantage of ad scheduling features on search và social platforms to ensure you are serving your ads at the most critical buying times.

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For example, if you’re in the travel industry & you’re trying to cross-sell a khách sạn or rental oto to someone who recently purchased airline tickets, you might find that your customers are more likely to lớn make work travel purchases during business hours và leisure travel purchases on the weekends, so plan your ads accordingly.

8. Run RLSA Campaigns

If you don’t already have experience with Rekinh doanh Lists for Search Ads (RLSA) then there is no better time than the present! These babies allow you to tailor your search campaigns based on previous actions your customer have taken on your trang web or ứng dụng. They work a bit differently than remarketing ads because they appear on the search network, rather than the display network, when specific users type in specific từ khoá. This can ensure your messaging is extremely targeted.

RLSA’s can also lead lớn a 2 to 3 times higher click-through rate (CTR) AND conversion rate compared khổng lồ regular tìm kiếm ads!


Chuyên mục: Marketing