Few people have an intricate understanding of the ins and outs of remarketing, but most are affected by it everyday in some way, often without realizing it. So what is it, anyway? Remarketing is an effective inbound marketing strategy which employs the act of reaching or marketing to people that have previously visited your website through ads across the web or within Google search. In other words, remarketing allows you to get your products, services or brand in front of the people that have already showed some level of interest by visiting your website previously and turning them into first-time or repeat customers. It helps you to reconnect with previous website visitors that either didn’t take that next step of purchasing, subscribing, signing up, etc. or those that you want to turn into repeat customers.
Still not sure what I’m talking about? Well, have you ever looked at a pair of shoes online and the next day spotted that exact same pair of shoes in the midst of your world news article, reminding you that you still haven’t purchased? That’s one strategy of remarketing, and I’m going to show you some of the other remarketing strategies that can help you quickly and cost-effectively grow your business.
Strategies for Using Remarketing Campaigns
Cross Selling Remarketing
Cross selling remarketing ads allow you to suggest similar items or items that might interest a recent purchaser in order to get them to come back and buy more. For instance, if you just sold a brand new phone to a buyer, you could use remarketing to market to them the latest phone protection case.
It’s one of the oldest tricks in the book but a very effective way to boost your sales. Great for all types of organizations including B2B, B2C, and non-profits, creating ads around an additional service or offering for a reduced price because of a recent purchase is the perfect way to get repeat customers coming back.
Brand Awareness Campaigns
Remarketing ads are not just for trying to sell things. They also provide a great and affordable way to create stronger brand awareness. Placing ads on relevant websites or based on specific keywords or phrases will help people to gain a better understanding of your products and services and help to maintain top-of-the-mind awareness. For example, if you have an online floral business you could create ads targeted to brides-to-be and opt to have your ads appear on relevant wedding based websites that are in the Google ad networks such as The Knot.
Hot Lead Remarketing
We all get those visitors that view our products or service pages but abandon before they actually add anything to their shopping cart. Remarketing ads are a great way to get your brand in front of those “hot leads” and get them to come back soon after they’ve been viewing your goods. Offering them something additional or unique will help to catch their eye and encourage them to finally commit, such as a free trial or a certain percentage off of their purchase.
Then there are the people that have visited your site and have even gone to the final step of adding one of your products or services to their shopping cart and click…they’re gone. With remarketing, you can set up specific lists that target only those that have abandoned their shopping cart and bid a little bit more than you would normally would because the chances of them becoming a client are much higher.
For some businesses, there are certain times of the year that are the most important. Whether your business thrives during certain seasons or around certain holidays, you can create and distribute ads to capitalize on those specific times of year.
You can create specific lists with people that purchased during a certain time of year to market to them again. For instance, you can target those that bought flowers from you last year during Valentine’s Day to try and get them to come back again for the holiday.
Location Based Remarketing
Whether you’re a local mom-and-pop shop, service company, or a franchise with multiple locations, remarketing ads can help you market to specific geographical audiences. This allows you to get more creative with your advertisements that would make sense for that particular audience, such as free shipping within a certain radius of your store or a promotion of an upcoming in-store special.
Targeted Sales Remarketing
Another more strategic way that you can utilize remarketing ads is for targeted sales pitches. You can compile a list of people that visited your site while your products were full price, and set up remarketing ads to display the latest sale or promotion for that product to get them to purchase again.
Public Relations/Brand Management Remarketing
Do you need a little e brand management or PR since the latest spoof that’s caught some unwanted attention for your business? Use remarketing ads to target people that came to your site looking for answers to get your point across and do some damage control.
Remarketing ads offer you so many unique opportunities to reach an audience that has already expressed an interest in you. There are so many ways that you can utilize remarketing for your business beyond even the strategies above. What are some ways that you’ve implemented remarketing? Let me know in the comments below!