How to Target Your Customers with Remarketing
Remarketing is the process of using tools to track consumers that visit your website. After a user visits your website, you subsequently “follow” them around the internet and present them with follow-up emails and advertisements. The overall objective is to create further interest in your brand, and to gain more conversions. Remarketing is one of the most efficient forms of targeted advertising, and can seriously increase the potential of Return on Investment (ROI) and conversion rates.
The Benefits of Remarketing
Remarketing holds a wide range of benefits for brands, including:
- Your brand creates longer reach
- You put your brand at the front of the customer’s mind
- Enhanced brand exposure
- Boosts conversion rates
- Greater ROI on advertising spend
- Creates a specific audience of existing (warm) leads
- Budget control is made simple
- Greater relevancy of ads
Remarketing Tools and Techniques
Google Remarketing Ads: Google Ads remarketing is a type of online advertising that allows you to display targeted ads to consumers who have already seen your website. When your website uses a remarketing tag, Google tracks your audience. Google will only show your ad for this specific segment. Users are also provided the opportunity to upload their existing email lists, whereby these contacts may be utilised as a warm target audience.
Google remarketing works as a cost per click system, this means that every time your ad appears but the link is not followed – the cost of the ad is free. Therefore, you can still make impressions without paying for advertising; you’ll only have to pay if the consumer clicks and browses your site.
Facebook Remarketing Ads: Facebook Business Manager also gives business owners the opportunity to upload pre-existing customer lists and will align them with the user’s personal Facebook account. This is a very clever method of remarketing, as you can enjoy a greater ROI for advertising through remarketing to this audience, as well as extend offers.
Through the installation of a Facebook tracking pixel, business owners can also market to a specific audience by targeting every user who has visited their website. One of the greatest benefits of Facebook remarketing ads is the ability to capitalise on social proof. This means your existing customers are far more likely to react and share your posts and ads.
Abandoned Cart Recovery Emails: This is an eCommerce term that is utilised to define automated emails, which remind customers who exit a website that they have added an item to their shopping cart but forgot/chose not to purchase it. Abandon cart rates can be as high as 70 per cent and therefore, the importance of automated follow-up emails is paramount. Most website shopping cart systems will have this built-in feature.
CRM and Remarketing Tools: There are numerous CRM (Customer Relationship Management) systems, as well as automated remarketing tools available at your disposal. There are simple, cost-efficient solutions such as Mailchimp, which work by plugging into the most common CMS Systems, to high-spend enterprise options like Adobe Marketing Cloud. Depending on the application, CRM systems typically contain features like audience segmentation, marketing automation, A/B testing, landing page builders and many more.
A major benefit is the ability to produce a trail of automated emails, which are then triggered when a potential customer takes a certain action on a site. For example, if a customer becomes a member on an online store, the business can then send a trail of pre-produced automated emails that will encourage them to continue making in-store purchases.
The Wind-Up on Remarketing
Many users will not complete an action during their first viewing of your website. When searching for goods, there’s a high probability that they’ll first look at other sites, including your competitors. Therefore, it’s a phenomenal idea to utilise remarketing tools to ensure that your business remains at the forefront of your audience’s mind. The results? Increased conversions and greater ROI.
Now that you know how to target your customers through remarketing, discover How to Best Employ Intrusive Marketing Methods and why these are 3 Obsolete SEO Tactics Your Site Should Really Ditch.