Here’s a harsh truth: Potential customers who visit your website will most likely have forgotten about your business just 20 minutes later!
They might be searching for your products or services and end up on your website, or they might be browsing social media and see something that you post. But within 20 minutes, if they didn’t contact your business, they’re likely to have forgotten all about you.
Or, alternatively, they remember your business vaguely – not quite remembering your business name, but thinking that what you offered looked quite good. Or was it the other company they saw that looked good? They can’t quite remember.
As much as your company is number one in your mind for your niche, the sad reality is that potential customers easily forget your business and what you stand for.
So how do we stop customers forgetting us? How do we build brand recognition when we don’t have Coke-sized marketing budgets?
One of the powerful answers that digital marketing offers is remarketing.
If you don’t know what remarketing is, you will certainly have experienced it. It works like this:
You’re searching for something online, or click on a Facebook advert, and view a website. You read through the page, and then click the back button. An hour later you’re on Facebook, and there is an advert for the website you visited earlier. The next day you’re watching a video on YouTube and see another advert for that same company. A week later you’re reading an article on an international news site and once again there is an advert for that company.
Over the coming weeks and months you continue to see that company’s online ads and you start to think: “These guys are advertising everywhere!”
Nope. They’re not. They’re just advertising to YOU. That’s remarketing.
It enables advertisers to show ads specifically to people who have visited their website or interacted with their page on Facebook.
This is a powerful method to stop people forgetting your business.
Instead of forgetting about you within 20 minutes, you can keep reminding your previous visitors about your business, for months to come. Instead of seeing your brand just once when they visited your site, they’ll see your brand and messaging multiple times, building brand memorability.
(However, you don’t want to pester previous visitors. Good remarketing campaigns should have restrictions on the frequency that previous visitors see your ads. That way you’ll build brand recognition without annoying them.)
If you sell an expensive product or service, remarketing can be especially useful for helping move potential clients along the journey.
If you’re selling products online for hundreds or thousands of dollars, people are unlikely to decide to purchase on their very first visit. So, you can create ads that get the attention of cold traffic, and then run remarketing ads to the people who visited, to move them through the customer journey from awareness to purchase. Good remarketing ads can include testimonials, additional messaging, and more in-depth information to build the user’s desire to
If your product or service has a very long buying cycle, remarketing can help keep your offering and brand in your prospect’s mind during the customer journey. Use it to build their knowledge and desire for your solution, making it easier for your sales team to close them on the deal.
In summary, there is no reason to let your prospects forget you after 20 minutes. Implementing remarketing campaigns can help you to easily build your brand awareness and memorability.