There is a moment in the marketing process where a company has the opportunity to reach out and say, “hello again!” to a potentially lost customer. That moment is where retargeting comes into play. For a variety of reasons, people leave websites, and if you’re lucky enough, they’ll venture back to where they began. According to a QuickSprout infographic, 95% of individuals leave a website before converting. If you knew you could increase the potential for return customers, wouldn’t you?
Remarketing gives you that chance to connect with those who may have fully intended to convert but were distracted. It also helps to keep your brand or product front of mind for those who may have had no intention of converting at the time, but will in the future.
What is Remarketing and How Does it Work?
Have you ever noticed after you visited your favorite website, you see their ads placed on other websites? Some ads may even show you the exact item you viewed. Trust us when we say that is NO accident! Once you visit a site that practices remarketing, they’ll drop a browser cookie. From there, you’ll be given personally crafted advertisements pushing you to make your final conversion on said site.
To show you an example, I visited a website that already does a fantastic job of this, Kate Spade. Within minutes of viewing their “New Arrivals” section, I was presented with ads like the one below, luring me back to purchase.
Believe me when I say, it has worked in the past.
It’s moments like this that significantly increase my chances of purchasing. Who knows, maybe I was just distracted while browsing on my lunch break when I meant to make a purchase. Seeing this ad in the comfort of my home after my failed purchase moves me from the lost category to found. Whether you’re B2B or B2C, remarketing done right is hugely beneficial for your brand.
Why Should My Business Use Remarketing?
If you’re hesitant to put money toward remarketing, here are four reasons why you should start today:
Increase Brand AwarenessIf someone stumbled upon your website for the first time without prior knowledge of your brand, remarketing increases your brand familiarity.
More Repeat VisitorsOnce you’re fresh on a customer's mind, they’re more likely to click your advertisements as well as search on their own for your brand or product down the road.
Increase of ConversionsHave you ever heard of The Rule of Seven? This theory states that a customer needs to see your advertisement at least seven times before they make a conversion or purchase. With remarketing, you have the ability to present your brand multiple times to increase your potential for conversions.
Keep Brand Top of MindWhile some consumers are quick to purchase, others can be much more indecisive and thorough in their search process. Retargeting allows you to stay in front of them long after they’ve ventured off your site.
Remarketing Best Practices
Don’t Inundate Your Consumer
While the point of retargeting to your customers is to keep your brand top of mind, you don’t want to be a nuisance. If your ads are continually flooding customers’ news feeds, you’ve moved from top of mind to the back burner.
Know Your Target Audience
Understanding the individual that will most likely convert for you is hugely important when setting up remarketing campaigns. If you’re looking for someone to make that final purchase and they’ve only visited your homepage, you may want to find an individual who’s more likely to purchase. Consider targeting to those who’ve viewed product or service pages. They are much more likely to convert than someone who's merely checking you out for the first time.
It’s also important to exclude individuals AFTER they’ve already made their final conversion. There’s no reason to show the same product to someone who’s made their purchase.
For those that need a bit more of an incentive, a small discount or promotion is what will take someone from browsing to buying. No need for huge discounts at this point in the game. They’re already interested in making a purchase and merely need a little incentive to complete their conversion.
See for Yourself
Once you’ve weighed the options of remarketing for your business, I encourage you to keep your eyes peeled for remarketing directed toward you. Is it working or not? Feel free to learn from others before taking the plunge but observe your own tactics to see exactly how effective remarketing actually is.