In today’s competitive landscape, it’s crucial to make the most of every interaction with your customers. Remarketing offers an incredible opportunity to reach back out to inactive users, loyal customers, and other previous customers who showed interest but didn’t take that final step. While a lot of business owners and marketers focus on getting new customers, re-engaging with existing audiences and customers also presents a significant opportunity to grow the business.
How do you harness the power of remarketing to maximize conversions and build lasting relationships?
What is remarketing?
Remarketing is a digital marketing strategy where businesses or marketers target ads or content to users who have previously interacted with their website, app, or other online content, but did not complete a desired action. By using tracking technologies like cookies and customer data, advertisers can show tailored ads or content to these users as they browse other websites or platforms, encouraging them to return and complete their transaction.
It should also be noted that “remarketing” is a little different from “retargeting”, even though both of these terms are used interchangeably. While they have similarities and most of their goals overlap, the biggest difference is that remarketing focuses on re-engaging existing customers through different platforms or ads. On the other hand, retargeting is about engaging with potential customers and prospects.
The goal of remarketing is to re-engage customers, increase conversion rates, and optimize ad spend by focusing on users who have already expressed interest and previously transacted in the business. Those who want to continue growing or businesses that are experiencing reduced engagement can capitalize on remarketing strategies to re-engage the audience and reawaken interest.
Is remarketing important?
Definitely! Remarketing is important, essential for businesses who want to grow their community and build on the trust and loyalty of their customers. Businesses that have an online presence also need to leverage remarketing strategies.
Here are several reasons why remarketing is a critical strategy for businesses and marketers:
Increases conversions
Remarketing targets users who have already shown interest in your products or services by visiting your website or transacting with your brand before. These users are more likely to convert (make a purchase or complete an action) than new visitors because they are already familiar with your brand. Remarketing gives you a second chance to engage them and drive them to complete the desired action.
Maximizes return on investment (ROI)
Remarketing campaigns are often more cost-effective than standard advertising campaigns because they focus on people who are already part of your audience. You’re spending money on ads for potential customers who are more likely to convert, which typically results in a higher return on investment (ROI) compared to targeting cold leads.
Improves brand recall
Remarketing helps keep your brand top of mind for customers. By showing ads to users as they browse other sites, you ensure they don’t forget about your product or service. Even if they don’t immediately return to your site, your brand becomes more familiar, making it more likely they’ll choose you when they’re ready to buy.
Enhances Customer Lifetime Value (CLV)
Remarketing helps extend the Customer Lifetime Value (CLV) by re-engaging existing customers. By sending personalized offers, promoting complementary products, or reminding them of expiring loyalty points, businesses can encourage repeat purchases and foster long-term relationships.
Supports cross-selling and upselling
Remarketing is a powerful tool for cross-selling (offering complementary products) and upselling (promoting higher-value items). For instance, after a customer buys a product, remarketing ads or emails can suggest related items or premium versions, increasing the average order value.
What is an example of remarketing?
Remarketing can be done in many forms and strategies, especially when dealing with a diverse group of customers and audiences. It might depend on the business, the type of products or services they sell, and the audience to determine what kind of remarketing strategy they should do.
Here are a few examples of remarketing:
- Abandoned cart emails – A customer visits an e-commerce site, adds items to their cart, but leaves without completing the purchase. The business sends an email reminding them of their cart and may include an incentive like a discount or free shipping to encourage the purchase. This kind of remarketing works well with the B2C marketing area.
- Post-purchase product recommendations – After a customer makes a purchase, the business sends an email with recommendations for complementary products or related items. For example, if a customer buys a camera, they may receive recommendations for lenses, tripods, or other accessories.
- Loyalty program emails – A customer who has joined a loyalty program receives personalized updates about their points balance, upcoming rewards, or special member-only deals. These emails can also highlight exclusive offers for frequent customers.
- Re-engagement for inactive customers – A customer who hasn’t made a purchase or visited the website for a while gets a targeted email reminding them of the brand, sometimes with an exclusive offer or a “We Miss You” discount to reignite their interest.
- Subscription renewal reminders – A business that sells subscription-based products or services, such as a streaming platform or a magazine, sends an email reminding customers when their subscription is about to expire, offering easy renewal options, sometimes with added perks for renewing early.
- Anniversary or birthday emails – A company sends an email celebrating a customer’s birthday or the anniversary of when they first joined, offering a special discount or free gift as a token of appreciation.
- Seasonal sales – Before a major holiday or seasonal event, a business sends targeted emails to past customers or offers print ads and brochures to current customers. They can offer discounts on seasonal items or promote time-sensitive sales.
How to do remarketing?
Once you understand the concept of remarketing, it’ll be easier to develop your own strategy for your business. It’s an effective approach that will be essential in growing and guaranteeing more conversions.
Here are some tips for running successful remarketing campaigns and re-engaging your audience once again:
Set up remarketing campaigns
A well-structured remarketing campaign ensures that your ads are effectively reaching the right audience and guiding users toward completing their customer journey. Without proper setup, your ads may not reach their full potential.
First, you would need to install remarketing tags such as Google Ads or Facebook Pixel tracking codes so they can track user activity and data. Remarketing lists and segmentations would also be necessary in setting up your campaigns. Informative and engaging ad designs and messaging should cater to each audience segment before being launched.
Segment your audience
Not all visitors are the same, so segmenting your audience allows you to tailor your strategy to specific user behaviors or actions. Create different remarketing lists based on behavior (e.g., cart abandoners, product viewers, loyal purchasers) and serve tailored ads. For example, show dynamic product ads to customers who visited product pages and send discount offers to cart abandoners.
Remarket across Google and Facebook
Using both Google and Facebook extends your reach and ensures that your ads appear on the platforms where your audience spends time. Google allows you to target users across its vast Display Network, search results, and YouTube. Meanwhile, Facebook allows for highly targeted ads based on user interests, behaviors, and interactions.
You can set up Google Ads remarketing to target users across websites in the Google Display Network, YouTube, and Gmail. Pair this with Facebook Ads remarketing to reach users on Facebook and Instagram. Sync the messaging across both platforms to reinforce your brand and create a seamless experience for the user as they move between platforms.
Create personalized ads for returning visitors
Personalizing ads based on a user’s previous interactions with your website or brand increases relevance and improves customer engagement. Personalized ads are more likely to capture attention and encourage users to complete a purchase or take another action depending on their intent and interests.
Understand dynamic remarketing and dynamic ads
Dynamic remarketing helps businesses create more personalized ads. Dynamic ads allow you to show users the exact products or services they viewed on your website, making the ads more relevant and personalized. Use dynamic remarketing on platforms like Google Ads or Facebook. This automatically pulls products from your feed and displays personalized ads based on the user’s behavior on your site.
Use time-sensitive offers
Creating a sense of urgency can push users to take immediate action and avoid missing out. A lot of businesses and marketers have been practicing this throughout their digital marketing efforts. Fortunately, it also applies to remarketing. Make sure to display ads that promote limited-time offers, countdowns, or low-stock messages. For example, an ad might say, “Hurry! Only 2 days left for 20% off.”
Exclude converters from your campaigns
Showing ads to users who have already recently converted wastes ad spend and can annoy customers. Set up exclusion lists to ensure users who have already made a purchase or completed a desired action are excluded from seeing further remarketing ads, unless, of course, if you’re running upsell or cross-sell campaigns.
Offer incentives
Incentives like discounts, free shipping, or limited-time offers can encourage users to complete repeat purchases or transactions. For example, if a user abandons their cart, serve an ad offering a discount or free shipping on the items in their cart. This can be especially effective for high-consideration or high-cost items.
Don’t lose potential repeat buyers and loyal customers now! Let Twin Rams Media Group set up a powerful remarketing campaign to re-engage your audience! Contact us and let’s get started on your remarketing.
.
.
.
.
.
.
.
.
References:
https://www.searchenginejournal.com/remarketing-vs-retargeting/379703/
https://www.outbrain.com/blog/remarketing-guide/