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Ever thought about the users who may have visited your landing/website pages once or interacted with you on one social media post? I think about them every day, every damn day. 

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These people are your target audience (most likely) and they have shown interest in your product/service. What are you waiting for? Next Christmas?

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Now, you might say this writer is being a tad bit aggressive but it's because I care about you. This is your chance to convert this lead into a paying customer. There is no way you gonna miss that, huh?

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How, you ask? SaaS Remarketing. Show these people who you are, how you can help them and why should they care about your product/solution and take immense advantage of the marketing methods, and get them damnit. Get them today!

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Understanding the Customer Journey

Before we get started with the whole shebang of SaaS remarketing, you should know how your customer goes through the marketing funnel. Understanding their journey is crucial for you and every other marketer out there.

If you are asking me about the stages in the customer journey, I'll list them here. But researching about them per your target audience is your job. If you want my help, contact us. (And we might just help you)

1. Awareness
2. Interest
3. Consideration
4. Intent
5. Decision
6. Retention

Importance of Messaging

An important fact that will make you jump out of the window is how much the messaging matters in SaaS remarketing. Your competition is fierce, and so should you be. You don't want your customer's attention to leave, do you?

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Your messaging should be extremely clear, disruptively innovative, and should resonate with your target audience.

For that, you gotta understand each of the folks that you are dealing with in depth. You gotta identify what value you can provide with every piece of reach-out message you write, and still be as simple as humanly possible. 

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Show them that you are different, tell them a story that'll knock their socks off, and use compelling visuals that clear the message. 

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You see how I am writing right now? I am creating a sense of urgency. I am telling you to up your game. DO THAT with your audience, while personalizing the whole thing and ensuring there is a two-way communication thing going on!

Strategies To Implement

Let's get that part of this piece that explains why you are here. If you want to implement a SaaS remarketing strategy, you should follow the guide below. We have a bunch of things listed that you can do to perform effective remarketing and convert your potential leads into clients. 

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Ad Personalization

In simple words, ad personalization is when you tailor your ads for your audience based on their demographics, behavior, physiographic, and preferences.

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Why is it important for SaaS remarketing? Because it lets you deliver content of high relevancy and engage people who have already shown interest in your products and services.

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By leveraging Personalization in your ads, you are;

1. Increasing click-through rates
2. Improving conversion rates
3. Adding more value to the overall campaign.

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Imagine seeing an ad that addresses that one thing you've been facing every day as a challenge. 

You'd want to buy that product right? That's exactly what ad personalization (and emotional marketing) is about. 

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Optimize Ad Frequency

This remarketing strategy for SaaS is the process of managing the amount of times a user sees your ad. The one thing that you should focus on is finding the right balance of exposure. 

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If your ad is coming in front of the audience's eyes every 2 seconds, the process may cause ad fatigue and damage the perception of your brand. On the other hand, if the customer doesn't see your ad at all, there is a chance they'll forget you. 

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Segment your customer, check the relevancy of your ad, and set goals. Experiment with the frequency and maintain the balance that fits perfectly. 

Multiple Platform Usage

We are all here because we want to improve the effectiveness of your SaaS remarketing campaign. The best way to do that is why using a multi-channel approach.

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You are basically getting to the potential lead through different devices and touchpoints and trying to capture their attention.

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Here's what you can do to achieve the same (and more, if you find something, get me a list ASAP!)

1. Social Media Channels (LinkedIn, Instagram, TikTok, etc.)
2. Search Engine Advertising
3. Email Marketing
4. Display Ads

Be super consistent, rock it with the customer experience, and track every little thing that's happening. 

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Don’t Keep Pressing Me! (Exclusion Lists)

An exclusion list might just save you from overexposure, an annoyed audience, and getting happy customers only. You are basically avoiding a certain group of people who you don't appear in front of (i.e. not get your ads in front of their eyes).

With exclusion lists, you are;

1. Preventing ad fatigue
2. Optimizing your target audience
3. Shooting for better ROI

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Who to include in your exclusion list?

1. Any customer who recently made a purchase of a SaaS similar to yours.
2. Leads who have already engaged with you multiple times
3. The audience that has opted out of the marketing cycle
4. Loyal competitor customers (be clever with that one)

With lots and lots of data, segmentation, and testing, you can make the perfect exclusion list for your campaigns.

A/B Testing

A/B testing is a fancy name for a technique that helps you compare different versions of your SaaS remarketing campaigns. You'll only know what is working (and what is not) by experimenting with your ad campaign with a test audience. 

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This strategy can be applied to anything, ranging from your landing page, your design techniques, your ads, or your copy. You should be ready to curate different versions of your remarketing ads and compare them to improve results. Put on what is working better, and you'll have the highest conversion rates. 

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(If you don't believe me, give it a go!)

Netflix, anyone?

Let's talk about Netflix (and no chill). These guys are amaazzing and rock at remarketing strategies for customer retention and acquisition. 

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They know how to use a user's history and preferences to deliver personalized content. They carefully manage their frequency on socials and other advertising platforms like search engines, TV ads, etc. (which are region and interest-specific) 

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You won't also see a Netflix subscription ad if you have just subscribed or are already highly engaged. They are a bunch of geniuses. Finally, they know to experiment and deliver the best. 

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(I mean their tagline 'Netflix and chill' still holds people, doesn't it?)

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