Ever visited a website to view a particular item but didn’t add it to your cart? And then, during the time that you’re browsing a new website for a cheaper alternative, the previous company’s advert pops up? Well, that’s what you call remarketing: a smart tactic to reconnect with your customers and convert them.
With digital innovation transforming right before our eyes, it’s difficult to believe that Google could read our minds any more than it already does. For digital marketers, this is an ongoing challenge. If you’re not plugged into your audience’s every click, your funnel isn’t winning and your remarketing efforts are probably failing.
Remarketing is only successful when you set goals that are measurable
For B2B and B2C marketers who want to stay connected and engaged with their audiences, increase brand awareness or convert more customers, remarketing is the way to go. For example, a SME clicks through your services but doesn’t download your latest whitepaper on social media advertising. A few weeks later, they discover a blog post that really resonates with their business goals but still don’t act on their search. Eventually, when they do, it takes even longer to set a meeting because of their diary overflow. Is it still worth it? In order to create a seamless process that guarantees conversion and brand awareness, marketers need to strategically target individuals with personalised ads.
How to target your audience
Are you looking to convert your customers or create brand awareness? Before you can consider the type of campaign you want to deliver, you need to have a clear idea of who you’re targeting, what you want the outcome to be and which channels you want to promote your ads on. Here are some ideas:
Pixel-Based Remarketing is the most popular form of remarketing. It could be familiar to anyone retargeting through Google's display network. It’s also commonly used for social media platforms.
- Promote your best and most specific content
According to this study, dynamic remarketing that personalises the experience can boost conversion rates by as much as 50%. Be it through emails, blogging or social media, if you want to get the best ROI on your remarketing efforts, try digging into your analytics to figure out what type of content has performed best in the past. That will clearly indicate the kind of content that really resonates with your audiences.
- Focus on all areas of the funnel. Not just the top
If a person visits your site but doesn’t convert, they are still very much at the top of the funnel. So, in this case, set up remarketing ads on social media to help drive these people to content on the same topic. It’s a great way to test new content and map out the customer journey along the way. It is also important to track the amount of time they spend on a specific piece of content before you spend money on remarketing to them. People who spend over a minute on your site are worth your budget.
- Target people who open (or don’t open) your emails
For B2B companies, email marketing is usually a big part of their content strategy. Now, apart from understanding the science behind cracking the perfect email campaign, another challenge is getting people to actually open your emails. By dropping your retargeting pixel into the HTML signature of your email, you can remarket to the people who actually open your emails. Remarketing can also be done for people who don’t open your emails. It is advised to remarket to these individuals via social media.
List-Based Retargeting allows you to list your existing contacts for certain types of retargeting ads. Upload a list of the email addresses to a retargeting campaign platform (usually on a social network), and the platform will identify users for you to send remarketing adverts specifically to them.
- Exclude people who have already converted
Remarketing campaigns are meant to target people who have not yet converted. When setting up a campaign through a remarketing platform, it’s important for marketers to create a separate list of people who have already converted. Those are people who you do not want to waste budget on.
- Maximise price sensitivity
One of the most common reasons why people end up leaving a B2C website is because of the price of a specific item. This usually results in a lost subscriber too. The perfect solution to this is to create a remarketing campaign that includes a sale or special promotion for those customers. This is also a great way to test the market and see what your competitors are doing.
- Upsell to existing customers
For service providers, this is a great solution for bringing returning customers back to your website. Be it to purchase a completely new service or an add-on to their existing service, this type of remarketing campaign can be used with both pixel-based remarketing and list-based remarketing. If you have any other consistent customers, you may want to reward them by offering a discount via a remarketing advert.
The bottom line
Remarketing is by no means a new strategy. The more marketers get to know their customers’ behaviours and learn the different methods in which marketers can remarket, the easier it will be to customise the customer experience and close deals – directly based on what your audiences want.