The new campaign might just be the perfect solution, or wouldn’t it?

How about remarketing? Would remarketing solve their problems?

To a great extent, yes! Especially if they know the remarketing strategies contained in this guide.

What is the meaning of remarketing?

I read a LinkedIn article the other day which sums up the meaning of remarketing, otherwise referred to as retargeting, as a simple marketing tactic that helps you to advertise to people who have visited and shown interest in your product or service. This definition is clearly illustrated by the image below:

Image credit – LinkedIn

Google understands the benefits of remarketing and listed some of them as:

1. Remarketing provides a digital marketer with access to people when they are most likely to buy. This means you have a great opportunity to reach your customers when they are searching for you.
2. It provides lists tailored to one’s advertising visions.
3. It improves brand recall as it is a great tool for reminding people of your brand while increasing conversion rates.

There are quite a few types/forms of remarketing, namely:

• Site Remarketing
• Email Remarketing
• Social Media Remarketing
• Remarketing Lists for Search Ads (RLSA)
• Search Remarketing
• Engagement targeting

For a successful remarketing campaign, a digital marketer needs to come up with a near perfect fail proof strategy. Apparently, those who have such strategies guard it jealously.

Nevertheless, here are 7 strategies for a successful remarketing campaign.

1. Separate Your Audience By Devices: Using statistics from your Google analytics accounts, you should aim at creating a separate remarketing audience based on each device. Thus, you should separate mobile users from desktop users and create separate retargeted ads for them. This is a basic, but yet effective Google RSLA (Remarketing Lists for Search Ads) campaign strategy that ensures returns on your investments.
2. Audience Segmentation: People visit websites for various reasons and some leave as soon as they enter the website, possibly down to a poorly designed website. Audience segmentation allows you to create custom messages for different visitors at different stages of the sales funnel, which further allows you to use the data analysed for retargeting purposes.
3. Focus on conversion and shopping cart abandons: Many marketers have begun to understand the dreadful need to put ads in front of people who abandoned products in their shopping carts. As soon as they leave your website, it is vital that they begin to see ads related to those products/pages they have viewed on your site. When you tailor your messages here, try to apply the illusion of “almost at the finishing line”, so users know they are about to give up on something with 1 step remaining when they had taken 5 steps before getting to that point.
4. Tailor your messages: If your message and its call to action don’t appeal to the person to whom it’s targeted at, what gives you the impression that they are going to visit your website again? Messages on your ads should be:

• Brief, but yet concise and valuable.
• Laced with elements of humor/fact (if possible).

Use novel messages occasionally, compare products in ads using a comparison chart, or a buyer’s guide – anything that would nudge their interest towards making either a bigger or a better commitment.

5. Cap the number of time your ads are seen. There’s a saying that “too much of everything is not good” – same applies in remarketing. Capping the number of times your ads are seen simply implies that you should limit the number of times a visitor you’re retargeting sees the ad. If you don’t cap it, chances are that they might get used to seeing the ads and it wouldn’t mean much to them anymore. Always update ads with the same objective, but different images. It is pertinent to note that the frequency cap on a retargeted ad limits the number of impressions the ad gets.
6. Manage you placements well. You need to place your ads in front of the right people at the right time and in the right place. Choose the right websites where your ads are displayed on as it will ensure that you don’t waste your resources on websites that would offer you nothing. Facebook is a great place to start a remarketing campaign. A quick tip for Facebook ads; use the carousel format ads – see our social media advertising services.
7. Remarketing campaigns should not always be about you: Yes, your aim of creating a remarketing campaign is to drive sales and apparently increase conversions on lost leads, but you’re forgetting that people also like free things. Occasionally, your remarketing campaign should offer free products or limited free trials, and as many meaningful information that you can offer for free – the type that cannot be found elsewhere on the internet. It will help foster a customer-brand trust and value filled relationship.

Now it’s time to get to work. These strategies will improve you marketing effort if well implemented. Here is another post on how to regain lost leads through remarketing.

If there’s a problem you’re facing in your remarketing campaigns, feel free to share it – we’d be glad to help you. Do contact us and one of our experts will be in contact.

If you’ve ever run an email marketing campaign and have been disappointed by a low conversion rate, you’re not alone. According to research, around 95% of visitors reaching the checkout page of a retail website abandon their cart – a statistic that clearly illustrates how flaky your internet prospects can be.

However, rather than abandoning your marketing strategy and writing off all your efforts, you can simply remarket to leads who have shown even the slightest interest in what you have to offer. Here we take a look at some of the best practices you can adopt that will help you generate sales, without drastically altering your marketing strategy.

Clearly Define your Audience and your Objectives

Everything you do in marketing should have a clear purpose which should be written down as a firmly-stated goal in your campaign overview.

A remarketing campaign on the other hand, should focus specifically on bringing back past visitors to your website and encouraging them to perform an action, which could be to download, subscribe or make a purchase. Even if the campaign that attracted them in the first place was reasonably well-defined for your target demographic, a remarketing campaign requires further definition and analysis of your audience.

You can work with your website analytics tools to segment your database of lost leads. A useful way to do this is by sliding scale of interest, based on the number of pages viewed and how far the prospect navigated down your sales funnel. This allows you to categorise your lost leads according to their level of interest and remarket to them in a much more targeted way.

Always Remarket your Hottest Leads First

You can determine the lost leads that showed the most interest in what you have on offer by how long they spent looking at your website and how far down the funnel they got to. Consider it the same as skimming the cream from milk or sorting the wheat from the chaff, although never lose sight of the fact that each and every lead, even lost ones, are valuable commodities for your business.

Nevertheless, concentrate your remarketing efforts to the hottest leads and you’ll be more likely of achieving a better conversion rate. Landing pages are essential for successful remarketing and so it’s important to consider what landing page your hottest prospects are sent to. Rather than sending them somewhere they can obtain more information on something they’ve already expressed a clear interest in, send them directly to landing pages with offers and the opportunity to make purchases or register, as they’re already further down the sales funnel than cold leads.

Nurture your Cold Leads for More Chance of Conversion

After you’ve dealt with your hottest prospects, you can turn your attention to cold leads or those visitors who showed the least interest in your products and services. You have to be in it for the long-haul with cold leads as you want to take time to develop a relationship with them, not just to get more data out of them but also to engender trust in your business, which will more likely lead to a sale at some point down the line.

You can nurture your cold prospects with interesting and compelling content but you should avoid the hard sell at all costs. Remember you’ve engaged a preliminary interest from these leads and you have to encourage further engagement to achieve a profitable outcome. Send them product information, reviews, newsletters, offers and discounts, but don’t bombard them.

Remain consistent with your remarketing and you’ll nurture the kind of relationship that will position your business as the ‘go-to’ for whatever products or services they are looking for.

Remarketing to Existing Customers

There is an 80/20 rule of basic marketing that suggests that 20% of your customers provide you with 80% of your total sales revenue. For that reason, it is essential to continue marketing (or remarketing) to your customers long after their initial purchase. You can do this with simple display ads or through regular and consistent email newsletters.

You can use similar content as you would for your cold leads, as your objective here is to encourage your customer to purchase with you again. Do this by creating a community for your customers that gives them a sense of belonging.

Market and promote your business through social networks and keep all your prospects in the loop so that they can actively engage on a social level. With the majority of people connecting to social networks these days, you’ll be ensuring your brand is foremost in their minds by maintaining a solid online presence.

Remarketing with Google AdWords

If Google AdWords is your preferred method of marketing online, you can use the tool to your advantage with a remarketing strategy. To get started, you have to add a small snippet of code to your website known as a remarketing tag, which you can get from AdWords.

Then you create remarketing lists for any of your web pages that are separated into categories, i.e. those who are interested in buying your products vs. those requesting more information. By using the AdWords remarketing tag, you are basically saving data from visitors to the relevant category list for each web page and adding their cookie IDs to your remarketing list.

At this point, you are ready to build a remarketing campaign by using AdWords to send a targeted message that is seen only by those on the respective category list. The ads and targeted messages themselves will appear to your category list as they’re browsing on other Display Network sites or searching on Google and won’t be visible to those not on the list. This ‘intelligent’ remarketing tool is a great way of luring back lost leads, although there is of course a cost element to be considered, as with all pay-per-click (PPC) marketing.

In conclusion, it is easier to view remarketing as a way of building relationships rather than achieving direct sales and you’re more likely to achieve results with this approach too. Remarketing allows you to run a highly optimised campaign that finds new customers at various points of their relationship with your business, which increases the likelihood of conversion. Remarketing shows that you have the persistence to capture a lost audience, which ultimately leads to more sustainable growth for your business.