Secrets of boosting leads with remarketing

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So, you have been thinking about building a new home and checked out a well-known builder’s website. You like the photos but you’re not quite ready to inquire yet.

The next day you see an advertisement for that building company on Facebook. The following day you see another advertisement for them on Stuff and again on an overseas blog you follow. You start to think, “These guys are advertising everywhere!”

Nope. They’re not. They’re just advertising to YOU!  That’s remarketing.

On average, you see around 1700 banner ads a month. You will ignore them all unless you are familiar with that brand. In this case, your mind will notice the building company again because it recognises it as familiar, and it cuts through your mind’s banner blindness.

Remarketing works by showing an ad to someone who had interacted with your website, social media, or app.

For most websites, only two percent of web traffic convert on their first visit and remarketing is a tool designed to help companies reach 98 percent of users who don’t convert right away.

With remarketing, you can show ads to remind them about your business, encourage people to come back to finish their purchase, tell them about an event, offer them a free ebook and so on. In simple terms, it helps enable converting window shoppers into buyers.

Does remarketing work for small businesses?
We often come across this question when we speak to different businesses and as always, our answer is YES, it does.

For small businesses, remarketing is a cost-effective way of employing highly targeted marketing to directly increase their returns on the marketing spend. With proper implementation remarketing helps businesses of all sizes drive ROI. Why is it so powerful? Here are three reasons.

Remarketing targets hot buyers. If visitors to your website don’t become a lead (filling in a form or phoning) they will leave your website within a few minutes. But they won’t necessarily buy from your competitors straight away. You could still win their business if you can get in front of them again. You know they’re interested in your type of product because they’ve already looked at on your site.

Remarketing enables you to target these hot buyers who are still deciding.

Recently, we did a successful remarketing campaign for a local fitness centre who had many of site visitors but very few sign-ups. We created remarketing ads with a special promotional offer for a limited time and targeted them to visitors who didn’t convert initially. The ads gave a reminder and offered an additional benefit, and that helped to win back customers. The campaign resulted in their best start to a year ever.
Remarketing delivers better conversion rates. According to latest stats from Wishpond, a website visitor who’s been retargeted with a display ad is 70 percent more likely to convert with you. Seventy-two percent of online shoppers are likely to abandon their shopping carts before making a purchase, only 8 percent of those customers return to complete their transactions. With retargeting the percentage of users who return and complete the check-out process increases to 26 percent.

Remarketing is the ultimate branding tool. Each time your customer views your retargeting adverts, it reminds them again about your company and your key marketing messages.  Your brand recall therefore dramatically increases, as does the likelihood that the customer will purchase from your company instead of the opposition.

Most important – When does it work?
Retargeting is a great conversion optimisation tool, but it works best when it’s a part of digital strategy. It should be implemented in conjunction with inbound and outbound marketing. Your best chance of success is using AdWords and targeted display tools to drive traffic and then retargeting to get most of that traffic.

Some key points:
•    Use remarketing to achieve specific goals, for example use Facebook remarketing when promoting an event or a conference for sign-ups. Social media remarketing works as people are most likely to share, reply or discuss about that conference with friends and networks.
•    Use web remarketing like Google Display Network for launching a new product or service. The web remarketing works well for impressions since the ads follow your targeted audience throughout the internet, not just on a few specific social media sites.
•    To make it more effective you need to make sure your ad content is fresh. It can get annoying for people to see the same ad repeatedly.
•    Send people to your high value offers like a free trial, discounts for early sign ups, a request for a demo, etc.
•    Customise your ads based on where your remarketing pixel was activated.
•    Make it easy for interested customers to contact you. Ensure that call to action is prominently displayed in your ads.

There are an amazing number of remarketing options available, and depending on your specific needs, one of them should do the trick. So, set up a campaign, start building your list and do remarketing. Meaningful repeat exposure translates into increased conversions and improved ROI. This makes it ideal for businesses with tighter budgets.

Remarketing is powerful!

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Pooja Gupta

Pooja Gupta is digital marketing manager at Duoplus. pooja@duoplus.nz | www.duoplus.nz