If the word ‘Re-marketing’ sends shivers down your spine then you’re not alone. Poor ol’ remarketing has earned itself the reputation of being too complicated and time-consuming to be worth the time, effort and money you need to put in. I want to change this idea!
First, I have a fun fact for you, 96% of people who visit your site are not ready to make a purchase and will leave without doing so. Still think you don’t need remarketing? It may take a little to get your head around but there’s a place for marketing in your business, I promise! Here’s my simple guide to remarketing, minus all the bells and whistles.
Today you will learn:
- What is Re-Marketing
- 4 Reasons why Re-Marketing is important
- How Re-Marketing works
First-of-all what is Remarketing?
Remarketing is an action taken by a retailer to reintroduce a product or service to a person after they have visited the site but failed to make a purchase. For example, you visit a womenswear retailer and put a yellow coat in your shopping cart, you then decide not to make the purchase and leave the site. Later that day you might be on Facebook and see a sidebar display ad featuring that very coat. Don’t freak out they aren’t aliens from outer space that can read your mind, this my friends is remarketing! Using the information collected while you are active on the site they can bring their brand back to the forefront of your memory and hopefully reignite your interest in the item.
Why remarketing?
Kissmetrics statistics show that 96% of people that visit your site are not ready to make a purchase and 68% will abandon a purchase once it’s in the shopping cart. If you are only focussing on the customers you acquire from first impression then you are missing a huge portion of your potential customer base. Putting your marketing in the hands of a program or network can be pretty daunting, especially if you feel like you are throwing a lot of money into something you have little control over but trust me it’s worth it!
4 Reasons Why Remarketing is Important
- Stay engaged with your customer: Just because 96% of people aren’t ready to make a purchase upon first visit doesn’t mean they’re not interested. It’s important to nurture this engagement if you want to convert that interest into a sale in the future.
- Increase Brand Awareness: 43% of companies use remarketing to increase brand awareness and recognition. Remarketing helps bring your brand back to the forefront of your customer’s memory. When they are ready to make a purchase you will be the first brand that comes to mind.
- Increase Conversions on your Website: Remarketing ads allow you to create custom messages that will appear on unrelated sites such as blogs, news websites and social media platforms. These ads have a greater reach and help you regain customers and prompt them to reconsider purchasing from your site.
- Target Competitor’s Customers: Remarketing can be used to poach customers from competitors by using keywords highly related to your product. By using keyword remarketing the customer doesn’t even need to visit your site, they just need to search for a particular keyword.
Now we have cleared that up let me tell you how remarketing works.
To remarket from your site you must first set up a small unobtrusive piece of Javascript code. Every time somebody visits your site the code drops an anonymous browser ‘cookie’ which will follow them once they exit your site. When they leave your site to visit another one your remarketing ad service provider will retarget them with an ad curated to meet their product interest.
Note: You may need to brush up on your countries legislation on this because in Australia you need to notify your browsers that your site has cookies enabled.
The remarketing site, for example Google, will charge you per impression on the remarketing ad. But you aren’t handing the reigns over completely! Google remarketing works by dropping a small piece of code on the page you want to remarket from. This code will tag the page with a particular category, for example ‘coats’. The cookie dropped on the customer’s browser will then prompt a custom Ad selling coats. Remarketing can be customised to hyper-target the exact product or category of products that the person was interested in.
Remarketing ad services work by a pay per click and can be delivered in either text or display ads. Google manages their remarketing through their Display Network as does Twitter, Facebook ect. Remarketing isn’t just limited to Google it’s also Facebook and Email Marketing. Re-marketing is an ideal tactic especially where the sales process is long and considered and competitive.
Executed in the right way it can be a powerful tool to improve sales conversions and to raise your brand profile.
Now that you know the basics you can really get into the nitty-gritty of how Re-Marketing will work for your business. For more advanced and thorough re-marketing advice book time to speak with one of our experts!