In this podcast episode, Jonathan interviews Troy Mack and Stephen Whiting. They discuss the power and effectiveness of remarketing strategies in growing businesses and maximizing return on investment (ROI) on advertising spend. They explain that remarketing allows businesses to consistently put their message in front of potential customers, building trust and establishing themselves as experts. They highlight the cost-effectiveness of remarketing compared to other marketing channels and emphasize the importance of meeting potential customers where they are in their buyer's journey. They also introduce their own remarketing system, StreetText, which simplifies the process and saves time for marketers. Overall, they encourage listeners to incorporate remarketing into their marketing strategies to increase conversions and build relationships with potential customers.

Stephen is the co-CEO/Founder of StreetText. Troy is a product expert and head of product at StreetText. Troy helped Club Penguin grow from a small team to a billion dollar company. He has a background in product, design, and digital arts. Stephen has been advertising on Facebook since 2012 and continues to stay ahead of the latest innovative solutions before they hit the market.

What we discuss:

[00:01:21] A high-level explanation of remarketing as a way to stay relevant and remind leads about one's business using ads.

[00:04:14] Remarketing is cost-effective because it allows businesses to communicate with leads on an ongoing basis, providing value and building trust.

[00:09:00] Remarketing is compared to other advertising channels in terms of cost and effectiveness.

[00:12:24] Indoctrination refers to consistently exposing potential customers to your message to build trust and guide them toward choosing your business.

[00:18:42] The importance of consistently being in front of potential customers, building trust, and guiding them along their journey.

[00:19:14] How remarketing campaigns can provide valuable information and establish trust with potential customers, using the example of a roofing company.

[00:21:20] The use of video ads to showcase the company's personality and expertise, tracking what people have seen, and targeting ads based on previous interactions.

[00:28:26] Discussion on the effectiveness and simplicity of remarketing strategies in businesses.

[00:29:30] Exploration of the limitations and difficulties in setting up remarketing campaigns on Facebook.

[00:33:29] Explanation of how automated systems can simplify the process of maintaining and updating audiences for remarketing campaigns.

[00:38:38] Discussion on syncing CRM with Facebook audience, creating custom tags and filters, and the importance of segmentation.

[00:41:37] Exploration of the problem of showing the same ad repeatedly to potential buyers and the solution of ad bundles with automatic rotation.

[00:45:12] Explanation of the difficulties and time-consuming nature of manually setting up ad rotation rules in Facebook.

[00:49:15] Using powerful content to tailor a story and build trust with customers through remarketing.

[00:55:12] The simplicity and effectiveness of remarketing in a cookie-less world, and the mission to simplify advertising for businesses.

[00:57:04] Using content and remarketing to create a strong connection with customers, making them feel like they know the business and increasing excitement to meet in person.

Episode Resources:

StreetText | Website