Remarketing, in simple terms, is marketing that is targeted to people based on their previous actions online. It can be done on various channels and can also be called retargeting.
A form of this that’s most common is targeting an advert at the people who have visited your website earlier with the aim to convert them. Asides from this, you can also use remarketing to target people who have viewed your video on Facebook or those who have bought from you previously.
Knowing what retargeting can do is one thing, knowing what strategy is important to use and when to do it is another thing.
When to remarket?
Remarketing should be done when you have a significant number of audience you intend to target. These people can either be visitors to your website or social media pages.
With this, it’s always best to consider adapting it only when you know and are certain that you have the right set of people to reach. The volumes in such a campaign are usually smaller than the ones used in marketing to a new audience and this leaves room for testing a variety of angles.
Remarketing can serve as an excellent way to boost your lead generation efforts and get more conversions. Understanding what remarketing is and how best it will help your business is important. You, therefore, need a strategy to show your customers your products often till they take the action you require of them.
Benefits of remarketing
- Remarketing helps to profile your audience better. What this means is that remarketing gives you the opportunity to develop an audience persona based on those who visit your website and take certain actions. With this information, you can then tailor your marketing campaigns to them specifically based on the actions they’ve taken.
- Remarketing keeps your brand in the mind of your users. With remarketing, especially Google remarketing and Facebook remarketing, you can ensure that your brand stays in your users’ thoughts as they continue to see your ads wherever they go until they interact with it.
- It increases your ROI. based on the interests of your customers, remarketing helps you to market your product. This means that you’re only showing relevant ads to those who need them, and as such, drive the sales funnel until they make purchases.
- Remarketing reduces your advertising cost. Like we mentioned earlier, remarketing ads are cost-effective as you only pay if the user clicks on your ad.
- Remarketing broadens your reach. If you use Google remarketing, the display network has 2 million websites and apps, with Facebook remarketing, you’re reaching many potential customers. In essence, remarketing increases your reach.
Three major ways to remarket to your audience
There are 3 major ways to remarket to your audience and they are Google remarketing, Facebook remarketing and CRM/list based remarketing.
- Online Remarketing with Google.
Using Google display network to remarket helps you to show tailored ads to users who have been to your website. These users will be shown your ads as they browse the internet for anything. With the google display network, you can reach about 90% of people on the internet, with a high possibility of reaching more of your customers.
- Online remarketing with Facebook.
This is similar to google remarketing. It allows you to target your website visitors by creating remarketing ads tailored to them. To do this, you have to place the Facebook pixel on your website. This then adds every website visitor to your remarketing list. From there, you can target them with relevant ads on Facebook that shows up in their news feed as they browse.
With Facebook remarketing, you get to target visitors who were on a specific page. This narrows down your targeting and increases the likelihood of conversion.
- CRM/List based remarketing
You can also remarket to your audience through your email list. All you have to do is upload your customer’s or prospect’s email addresses to your preferred remarketing platform. Then, you create ad campaigns to target your email subscribers. Then, the remarketing platform will show the ads to users whose email addresses you uploaded.
The following are information you can leverage to make more sales using your website or CRM data:
1 – Products bought
2 – Purchase behavior
3 – Customer Lifetime Value
4 – Interest in your product
What Kind of Messages Can You Use to Do Remarketing?
This depends on the action you expect your customers to take. If you want them to convert to a lead, offer content that is so interesting that they readily drop their contact information.
To build trust, to get better leads, or get more sales from the existing leads, you can use customer testimonials in remarketing. If you have a promotional campaign going on and want quick results, it is also advisable to use that campaign in remarketing.
Various ways to remarket to your customers
Apart from offline uses, you can also remarket via the phone. Sometimes, you can follow up via email, or even social media. Here’s how to go about it;
You must be probably wondering why an offline remarketing strategy is necessary since we now live in a digital space. If you sell a physical product, there’s a higher chance of getting faster results. Plus, you always have to be creative and think of different ways to think up an offline campaign that will work for your business.
Timing is a very important factor for remarketing and with phone conversations, it’s a priority. A follow-up call after each interaction with your customer helps a great deal, but if it’s done wrongly, you can lose customers.
It’s safe to assume that every form of email marketing is remarketing, but it can also be more tailored to specific people about products that are tailored to them based on previous activities on the website.
One thing with email remarketing is that it requires speed. Following up immediately after a customer abandons a process has a higher increase rate than waiting till a later time.
- Social Media
With social media, you have to be specific about remarketing and know to target your engaged audience rather than your entire audience. You have to get people involved and then target those who have previously engaged with your brand as it encourages them to connect with your brand again.
Key Steps for an Effective Remarketing Campaign.
- Build an “audience” to remarket to.
You have to create and define an audience if you want to remarket to them. There are types of audiences you can create based on various actions and behaviors online. You can start with the 3 basic lists below:
- Everyone. This includes everyone that visits your site irrespective of the page they visited or the action they took.
- Buyers. This includes everyone who took the desired action, it can be making a purchase, completing a lead form, or whatever action you require visitors to take from your site.
- Interested. This includes people who arrived on your site and visited specific pages.
2. Create your code.
To do this, you should log in to your Google AdWords account, to generate a snippet of code that will be added to every page on your website. This might be a bit of work depending on the size of your site. Another way to go about the code is to use a tool like the Google Tag Manager (GTM). Then proceed to either:
- Ask Google to email the code to your web developer or
- Install the code manually yourself.
Once the code is in place, every visitor will have a cookie installed on their computer that automatically tracks which pages they visit during their stay.
3. Create a remarketing campaign.
While waiting for your audience to grow, you can craft a campaign that’s aimed at your remarketing audiences. You should create an audience that’s highly targeted to the individuals who’ve taken related actions so you can address them. Then, proceed to create a bid strategy for either cost per click (CPC), cost per thousand impressions (CPM), or cost per action (CPA). It’s advisable you start with your CPC, as the others can be changed as you get good results from the campaigns.
4. Don’t do too much.
Remember that there will always be people who still get uncomfortable with your ads constantly. There are 2 methods you can try to ease your retargeting strategy and still get peoples attention:
- Invite them to take the next action step with you
- Create a wide array of visual ad campaigns and cap the frequency.
Retargeting From the Site of a Competitor.
You can retarget people from your customers site in different ways, one of which is through social media.
Advertise for certain keywords on Google Adwords and exclude all those who have visited your website. This way, you’ll get your ads in front of new people.
Now that you know what remarketing is, you should be more intentional with your audience. This will help you to know how best to reach them and the strategy that would work for your business.