RE-what? You might ask.
Remarketing. It’s an online marketing technique that enables advertisers to reach out to visitors who already visited a website.
AKA how to make your business follow people around the internet.
To give you an analogy, let’s say you’ve been looking on a department store website like David Jones. You checked out a pair of shoes. Next thing you know those shoes are following you all over the internet.
They’ll show up on news websites, in the right sidebar on Facebook and most likely on the blogs you read too.
If you frequent YouTube I’m sure that you are regularly served ads from the businesses you’ve visited online.
Whether you think it’s cool or a bit creepy the technology to make it happen is available to you too. Once your website is properly set up with your Facebook pixel and Google remarketing tag then you have the ability to advertise your business to people multiple times, in different places on the internet.
Bare in mind that, on average, a potential client will need to have had at least seven touch points before they’ll consider engaging your services. Being able to speed up that process by placing your business front and centre is a very powerful thing.
You’re probably thinking that remarketing sounds complicated.
Yes, it does take more effort than placing an ad in the paper or investing in a letterbox drop but it’s much more dynamic and the ROI more easily measurable. It’s possible to test different approaches and serve advertising to discrete, highly targeted audiences.
Say, for example, your business only caters to women. Facebook advertising can easily be target to only women (or men). You can further target your demographic by age, location and interests. Plus, you get feedback in real time that clearly shows what is and isn’t working. Consequently you get the opportunity to invest more in what is performing well and back off on what isn’t. It’s more difficult and expensive to try this kind of split testing with other types of advertising.
Besides brand awareness the goal of your Facebook advertising campaigns will be to get people to visit your website.
Once they have visited your website you have the opportunity to serve advertising or new content to them both on Facebook and via adwords (and other platforms…I’m focusing on Facebook and Google together for simplicity).
Remarketing probably sounds expensive too.
If you are currently marketing your business using traditional methods like newspaper advertising, letterbox drop, radio or television then you’ll find that implementing a robust online advertising strategy that incorporates remarketing strategy is going to be cheaper and more effective.
If you’re paying for Adwords or landing pages then I’d argue that investing in content and paid traffic is going to give you far more bang for your buck. You’ll get much higher conversion rates because you are investing in a method designed to get the attention of your potential client or customer whilst also building trust.
If you’re not currently marketing your business using either online or traditional methods then you’re missing out on potential growth. Word of mouth is fantastic and no referral system will ever eclipse personal recommendation. What’s important to remember is that people increasingly turn to social media to get recommendations from their friends so if your website and social profiles aren’t quite up to scratch then it becomes more difficult for people to recommend you.
What’s more, it’s unlikely that the majority of your competitors are utilising remarketing strategies so now is the perfect time for you to get ahead of the game and start using it.
If the idea of being able to advertise and remarket to a targeted audience has piqued your interest then we would love to chat to you further and better explain how it all works …with as little jargon as possible!
On the topic of SEO–not only is this a good strategy but SEO is always changing while re-targeting always works the same way.
One of my favorite online marketing gurus has mentioned re-targeting and it simply makes sense: people that have visited us before are far more interested in what we have to say.
We’re friendly–we’ve already built that little bit of a relationship and there’s an opportunity to build it further.