Help Your Copy Clients with Their Remarketing Campaigns

Businesswoman writing word Remarketing with internet, financial, business, and technology icons displayed

Have you ever had this happen?

You go online to look for something … say a new backpack for your niece. After some searching, you realize you’re not ready to buy so you postpone your purchase until later.

Shortly after that, you start seeing online ads for backpacks, lunchboxes, and other back-to-school supplies.

And maybe you receive an email, giving you a “second chance” at an item you had looked at and nearly purchased.

In other words: you’ve been remarketed.

And it all dates back to March 25, 2010 …

That’s the day Google introduced AdWords retargeting to its growing list of advertising services. Retargeting (also called remarketing) allows companies advertising with Google to reconnect with potential customers who showed an interest in their products and services but didn’t take any action.

Here’s the behind-the-scenes look at how it works …

A prospect visits your client’s website or sees one of their ads or looks around at products but abandons the website without making a purchase.

Your client uses software that captures that prospect’s activity. Then they re-send (remarket) sales material, hoping this time the prospect will make a purchase.

And if you think this is a trivial opportunity, think again. About 78% of people who make it all the way to a website’s shopping cart never complete the purchase. The reasons why vary from the checkout process was too complicated or too slow, or as simple as getting distracted and never completing the transaction.

Doesn’t matter why, because for companies selling products and services online, shopping cart abandon translates into millions of dollars in lost sales.

Now, here we are nine years later, and almost every company doing business online uses some form of remarketing. And those remarketing efforts are paying off.

Mabo Media reports that 70% of website visitors who are retargeted are more likely to convert to paid customers. And retargeted customers are three times more likely to click on an ad than people who were unaware of the company’s advertising campaign.

Why does this matter to you? Because most all of those remarketing activities rely heavily on copy. And the demand for writers who can provide it all keeps growing.

By sending a series of automated emails to people who abandon the shopping cart or order form, companies can recapture a portion of that lost revenue.

Those emails encourage prospects to complete the purchase.

While those emails might be automated, the copy surely isn’t. This is where you get hired as the copywriter to write those emails, which usually consists of a series of three. The first one goes out within hours of the person abandoning the cart. The second might go the next morning, and the third goes out the next 24 hours or so.

This is just one instance of needing a copywriter for remarketing campaigns. What about people who visit websites and then leave without signing up for the free e-letter?

Here again is where you as the copywriter are needed to write emails to those visitors who were interested but didn’t sign up.

Or how about when a customer makes a first purchase, and the company wants to sell them (remarket) another product or service?

This type of copy is known as “collateral.” If you’re not familiar with the term, here are 8 of the most pressing collateral copywriting projects marketers need done to keep their businesses thriving:

  • Space Ads
  • Editorial/Content Articles
  • Emails
  • Lead Generation Landing Pages
  • Sales Funnel Copy
  • Video Scripts
  • Search Engine Optimization (SEO)
  • Social Media Posts

You see, over the years, marketers have learned how to enhance the results of their campaigns by using more than just a long-form sales letter. And these collateral project have opened to the door to a whole lot more copywriting opportunities that didn’t exist years ago. (Like 30 years ago, when I was growing up in the world of direct-response marketing.)

Now, you might wonder why a client would hire a freelance writer to do collateral projects, especially if they have their own in-house team of copywriters?

The answer is simple. Each one involves lots of moving pieces of copy that it’s difficult for their own team to keep up with. Plus, if they have some heavy-hitter full-time copywriters working on long-form sales letters, they’d rather keep them focused on getting those completed while someone else (you) work on the collateral components.

For up-and-coming writers, these collateral assignments are great training projects. And since your client needs them done regularly, it’s a chance to earn income on a consistent basis.

They also have a built-in writing hierarchy. Once you’ve mastered the collateral projects, the next logical paid project your client might assign is trying your copywriting hand at long-form sales letters.

So, if you’re looking for a way in to writing for “A-list” companies, start out by offering to write the collateral materials. They’re short projects you can turn around quickly. They’ll help you get a foot in the door to your favorite company.

Or, if you just want to earn some steady money so you can make progress on your freelance writing dream, “collateral copy” projects are a perfect fit.

Do you have any questions about remarketing? Tell us in the comments.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: August 15, 2019

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