Remarketing – What is it and why do you need it? Any interaction between a customer and your business takes them on a journey. You want them to move through each stage taking all the actions available till they get to the end offering. This is usually where you are making the most money. In an ideal world, your offering is so compelling and your funnel is so smooth that they can’t tear themselves away till they have reached the final goal. In the real world, everyone has distractions. This is why you need remarketing.
What is remarketing?
Remarketing is for people who have definitely expressed an interest in your offering. They have made it some way down the path before straying off. You don’t want this to be the end of their journey with your company so you need a way to get them back. Information about their activity stays in their browser unless they have opted out or cleared their cookies. Next time they are online, you can use tools that will read their history. You can use this to target marketing to recapture their interest.
What are the major strategies?
There are remarketing strategies across the major platforms as well as those within individual shopping sites, plugins and analytics. You could research remarketing for the next week and still not know every possibility. However, there are some obvious major directions you can go in such as:
Google Ads – as discussed in the last article, Google has recently changed its marketing platform to include more focus on remarketing. Many past strategies have focused on the people who have visited your website. With Google Ads, you can target the potential visitors to your site based on the keywords they enter into the search engine;
Segment your audience – we’ve talked about tracking your results before. Once you know behaviours, you can start to use strategies based on the behaviours of your customers. One of the reasons why remarketing is important is that only a small number of people are impulse buyers. The majority need at least a second look before they will commit. Some like to put things in a basket but not buy immediately. Others might start to fill out your form but not complete. There are different ways to approach all these different types with your remarketing strategy.
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