How To Upsell & 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 khổng lồ forget about their previous customers while they’re putting all of their blood, sweat, & tears inkhổng lồ generating new interest and getting more leads to 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 lớn re-invest in the same individuals, running paid campaigns for cross-sell/upsell purposes can increase each customer’s lifetime value và average order value, increasing your revenue. That’s not time wasted!
So, how can you leverage paid advertising to lớn upsell và cross-sell past buyers? Luckily, platforms lượt thích Facebook, Google, & other search & social networks already understvà the value of these types of campaigns, và therefore there are many tools at hand that can help you leverage past success.
Cross-Selling vs. Upselling
Before we get into lớn the tips, let’s quickly define what cross-sell and upsell mean.
Cross-selling occurs when you sell customers offerings that complement or supplement the purchases they’ve sầu already made. For example, if you encourage a customer who just bought a new phone to get a protective case at the same time, that’s a cross-selling win.
Upselling occurs when you increase a customer’s value by encouraging them khổng lồ add on services or purchase a more expensive Model. For example, if someone comes inlớn your furniture store looking for a bedside table và you sell them a whole bedroom mix instead, that’s an upsell.
Businesses in every industry should be exploring upsell and cross-sell opportunities to increase customer lifetime value and foster repeat purchases, brand loyalty, & br& advocacy.
With that established, here are eight ways to lớn cross-sell & up-sell your previous customers using paid tìm kiếm & social advertising.
1. Strategize on Messaging
Why did this person buy from you in the first place? What products did he or she purchase, and what does this say about them? What are their demographics, and what patterns bởi vì you typically observe from past buyers of a similar make-up?
Asking all of these critical questions, and spending time digging through and analyzing past buyer metrics will help you truly step into the shoes of your previous customers to underst& the true motivation behind their purchases. Once you are able khổng lồ do that you’ll have sầu a much better chance at up-selling these past buyers.
For example, if you sell beauty products and a previous buyer purchases shampoo & conditioner from your online store, consider how long it will take for her khổng lồ go through those bottles. Once that time is coming near that she is down khổng lồ the last few washes, what can you vì khổng lồ entice her khổng lồ buy from you again?
If your typical buyer is on a budget, then you could offer her a loyalty discount to appeal lớn her money-saving needs. If you sell more high-over haircare, you could re-appeal khổng lồ her with an ad showing some of her favorite celebrities that have sầu endorsed these products.
The bottom line is devote the time to lớn think strategically about your buyer personas so your able to lớn re-appeal lớn them with compelling messages that speak to lớn their specific wants, needs, and desires.
2. Create Targeted Lists of Past Buyers
Once you have sầu spent time digging through the data và understanding your various personas, it’s time to lớn organize them inkhổng lồ segmented lists, so you can target each các mục with the right offer.
The fabulous thing about these types of campaigns is that you already have sầu 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 menu in their own personalized campaign. This step is critical in keeping things organized so the right people are getting the most relevant information catered khổng lồ them.
For instance, if you just purchased a new couch for your studio apartment, you don’t want khổng lồ see an offer for a different couch a few weeks later. But perhaps you’d be interested in some decorative 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 Resale Tactics
Rekinh doanh is the absolute best way lớn automate your upselling & get people to lớn convert again with minimal effort of your over. While you will still need lớn configure & monitor your rekinh doanh 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 khổng lồ run some ads! Remarketing campaigns make this insanely efficient & easy. Configure resale campaigns in your favorite social networks & Google to lớn appeal lớn specific buyers with the correct messaging.
Take this example of a remarketing Instagram ad I was served. Since I recently moved và purchased some outdoor furniture, CB2 likely recognized the opportunity khổng lồ 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 dễ thương planter that I must say I am tempted khổng lồ purchase…
Learn more about how lớn vì this from our guides on remarketing on Google and rekinh doanh on Facebook.
4. Remind Past Buyers Why They Chose You
What is about your company, products, or services that makes you stvà out? Why vị customers choose you over your competition? Remembering these points in your messaging to past consumers will instill a new sense of brand loyalty inkhổng lồ them. And if you’re able lớn get a true brand-loyal consumer then your chances of retaining them for a longer period of time, & 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 brand khổng lồ past-purchasers khổng lồ make them lifetime customers.
5. Incentivize Customers with Personalized Offers
Since you already have data around your past buyers, use this precious information khổng lồ get personal. You have sầu an idea of what your past customers lượt thích based on their past purchases – use this knowledge khổng lồ upsell them.
One way to lớn make past buyers feel especially valuable is by providing them with loyal customer discounts or free gifts if they purchase something again. For example, Gilt City, where I’ve sầu purchased my fair chia sẻ of massage and facial giao dịch, recently showed me this ad on Facebook for a relevant service as well as a miễn phí gift!
If you offer a points system where repeat customers earn loyalty points (Sephora & Ulta are good examples), you can use search and social ads khổng lồ remind customers that they have points saved up to lớn 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 to lớn 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 & Main, where I was browsing for rugs recently, và decided I would buy the one below. I then got distracted (pizza delivery?) và abandoned the cart, but my handy dandy gmail inbox reminded we to make the purchase… And I did!
You can also use remarketing to target cart abandoners! Use display ads 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 spover a significant amount of time on a related hàng hóa page. That time could be anywhere from one khổng lồ thirty minutes. The time frame is something you will need lớn determine from past conversion statistics, but allow this as a chance to lớn connect with current customers at the right time to upsell them on these products. Timing is everything when it comes to lớn 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 lớn show your customers items they would be most likely to lớn 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 to lớn allow your past customers to lớn get down to lớn the last drop and then turn to their local pharmacy in desperation.
There are plenty of statistics out there around the times of day & days of the week when people are most likely khổng lồ buy, depending on what you sell. I encourage you not to lớn make decisions based on these general statistics, but to lớn look at your own data, & then take advantage of ad scheduling features on search & social platforms to lớn ensure you are serving your ads at the most critical buying times.
For example, if you’re in the travel industry và you’re trying khổng lồ cross-sell a hotel or rental oto to someone who recently purchased airline tickets, you might find that your customers are more likely to make work travel purchases during business hours & leisure travel purchases on the weekends, so plan your ads accordingly.
8. Run RLSA Campaigns
If you don’t already have experience with Resale Lists for Search Ads (RLSA) then there is no better time than the present! These babies allow you to tailor your tìm kiếm campaigns based on previous actions your customer have sầu taken on your trang web or phầm mềm. They work a bit differently than rekinh doanh ads because they appear on the tìm kiếm network, rather than the display network, when specific users type in specific từ khóa. This can ensure your messaging is extremely targeted.
RLSA’s can also lead khổng lồ a 2 to 3 times higher click-through rate (CTR) AND conversion rate compared khổng lồ regular tìm kiếm ads!
