How much does it cost you to show your products or services to your ideal client? Whichever digital or physical marketing channel you invest your time and money in, with remarketing, you increase the chances of converting someone who has come into contact with your brand into a customer at the lowest possible cost.
Let's clear the landscape a bit. When someone visits your website for the first time, it is most likely that they will not make a purchase or communication. Just 2-5% of consumers buy as soon as they interact with one of your ads. The 95-98% of internet users who want to make a purchase go through some basic stages:
- It recognises that it has a problem or a need.
- Searches the internet for information.
- Compare.
- He decides.
- Buys.
- They get their first experience of your products/services and their subsequent relationship with the brand is determined, depending on whether they are satisfied or not.
It is the so-called customer journey. If you can be present at every stop on this journey, then you will probably see the conversion rate of your marketing activities skyrocket.
So to be present, you need to create a conversion funnel, pushing the user to make this journey by directing them at each stage back to your brand.
What is remarketing
The remarketing -or iterative marketing- is the tactical reminder-promotion of your brand to existing or potential customers, depending on the digital or traditional marketing channel through which they came into contact with your products and services.
How important is remarketing?
Remarketing not only reminds visitors of your brand, but can make it easier to move to the next step in the conversion funnel. It can also be used to reduce shopping cart abandonment by displaying the product that the user added to their cart but left the site without purchasing.
Remarketing vs. retargeting
The remarketing and the retargeting are not the same thing. In any case, retargeting is a subset of remarketing.
Simply put, the remarketing is more about communicating with the same prospective customer many times - either digitally or traditionally - while the retargeting is showing online ads to the same visitor over and over again. This confusion has been caused and established by Google, when in 2010 it introduced the ad retargeting system, and called it the remarketing tool.
How to do Remarketing
The remarketing includes all the actions you can take to remind customers and potential customers of your brand.
It includes from technical digital marketing, e.g. showing the same banner multiple times to someone until they click on it, to a sign outside your physical store that someone sees every morning on their way to work.
Therefore, the main options you have in remarketing are:
- Retargeting
- social media
- Phone
- Offline -traditional- marketing (billboards, flyers, radio, TV, etc.).
1. Retargeting
To retargeting leveraging technology, seeks to re-interact with previous visitors who entered your website.
Approximately 95-98% of total visitors leave your website without leaving their email, without contacting you, without following you on social media or buying your product or service.
Retargeting allows you to bring them back into contact with your brand by placing a snippet of code on your website, the so-called pixel. A retargeting pixel places a cookie inside the visitor's browser, so that their information is stored in your account (Google Analytics or Facebook). This way, you can show ads specifically to people who have visited your website in the past. Retargeting ads (retargeting ads) have about 10 times the CTR (click-to-view ratio), since the user already knows you.
The 2 most common platforms for retargeting are Google & Facebook. See how to set up a campaign retargeting on Google but also a retargeting campaign on Facebook.
Important: What has changed and is going to make it difficult for everyone involved in retargeting ads, is that 3rd party cookies are removed. In simple terms, this means that you can't target specific customers with the most personalized ads possible, but only groups of people with the same characteristics.
2. Social Media Remarketing
The remarketing on social media, targets exclusively your loyal audience, as opposed to traditional social media marketing that targets the general audience that you would like to introduce your brand to.
In essence, social media remarketing campaigns are designed to bring back again and again, those who already have an experience with your brand. It's easier and more cost-effective to sell something to someone who already knows you or has bought something from you. Illustrative examples:
- Competitions for loyal customers.
- Discount if someone does a specific action (such as following you on another social media channel).
3. Email remarketing
Essentially every email we send to customers or potential customers is a remarketing email. Whether it's a newsletter, reminder email, upsales email, etc., it aims to bring the target user back in touch with your brand.
Especially in eshops, the shopping cart abandonment email (shopping cart abandonment reminder email) is the most targeted approach to email remarketing. Of the 30% of people who visit online stores and put something in their cart, only 3% ultimately complete the purchase. This means that up to 27% of your potential customers leave right before they buy. With a simple reminder, maybe even half of them will complete their purchase.
That's why many times when you visit an eshop, the first thing you see is a pop up asking for your email with a newsletter subscription (usually with a 5% discount for your next order). So, not only will you receive newsletter emails, but they can contact you in case you forget something in your cart.
To do this on your own website, all you need is an automation tool that does the job for you automatically. Although there are many tools, you can take a look at mailchimp.
4. Phone
The remarketing by phone is nothing new. If you have an "A" age, you will remember when in super markets or even on the street, you were stopped by salespeople to fill in your details on a form and enter a competition of "that" company or win a discount.
This is still happening today, although it is more digital. That is, you fill in your phone number in an online contact form for a fee or even for free. If someone gives you their phone number willingly, it's a great way to get in touch with them and eventually sell your product or service.
Caution: don't be pushy and don't forget the customer after the sale. A phone call a few days later to make sure the customer was happy will most likely turn them into a loyal customer.
5. Offline remarketing
Obviously, the offline remarketing includes all repeat marketing activities that take place off the internet. No introductions or tedious oversimplifications are needed. Check out the examples below and get started today with the most immediately applicable offline remarketing option for you:
- Business card
- Flyers
- Promotional gifts
- Offer coupons
- Gift cards
- Customer Loyalty Program
- Advertising signs
- Sponsored by
- Charity work
- Organization of events
- Participation in exhibitions
- Advertising on radio or television
- Anything that can set you apart from your competition. Offline marketing has huge potential if you let your imagination run wild or reach out to an advertising agency.
Conclusion
The remarketing as you can see, it's not just about Facebook and Google. The possibilities and the opportunities it can create to increase sales and brand awareness are limitless.
