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How to Put Together An Effective Remarketing Strategy

Remarketing is an incredible marketing tool. Before the days of the internet, if someone came into your store, browsed, even picked up and really considered a product, but then left without purchasing, there was no way to guarantee you’d ever see them again.

However, remarketing allows you to reach out to those prospects who are on the fence. When someone browses your website but doesn’t convert, it’s now possible for you to pop up again in their field of vision through the power of remarketing! You can target them with your advertising on other websites, and hopefully staying top of mind will eventually lead to that much-desired conversion.

This already sounds like a pretty great marketing tactic, right? It is, but there are ways to build a remarketing strategy that can take your efforts to the next level and get even more conversions from interested prospects. Here’s how you do it.

1. Set Goals

As with any great marketing campaign, an effective remarketing strategy starts with goal setting. What are you trying to do with these ads? This will depend on the kind of business you run. If yours is an e-commerce shop, selling relatively inexpensive items, you might be looking to get someone to make a purchase.

However, for those who run businesses with longer sales cycles—for example, a B2B consulting firm—your ideal conversion might not be a sale. Instead, it might be getting someone to give their email in exchange for access to a free ebook.

No matter what kind of business you run, it makes sense to set really specific goals for each remarketing campaign. Rather than creating one ad that you hope will serve various audiences, it’s best to establish a handful of specific goals and then create different ads that speak to each goal.

2. Decide Where You Want to Advertise

Remarketing can be done via search engines like Google or through social media sites like Facebook. Once you’ve established your goals, you can begin to think about which platforms make the most sense for your ads.

The major benefit to advertising on social media is that you are likely to get likes, shares, comments, and reposts from interested people (and since you’re retargeting your messaging to those who have already been to your website, you know they’re already interested in your brand!). Search engine marketing, however, will follow your customers across any websites that are ad partners with the search engine you do business with. This means that your audience will be greeted with your advertising across the web, not just on the social media site you’ve selected.

There’s no need to limit yourself to one platform. There’s often a huge benefit to being seen multiple times by your audience. Most people need to see a brand seven times before they decide to engage with them, so the more times you can get your name in someone’s field of vision, the better.

3. Define Your Audience

Once you’ve come up with your set of goals, you can begin to define and segment your audience. Let’s say you own a clothing store that has both a brick and mortar and e-commerce presence. There are a number of ways, then, that you can and should break down your audience.

You can segment and target based on location. For those people who have visited your website and live within a certain radius of your store, you can target them with advertising about your brick and mortar location. These ads, of course, are not relevant to people living on the other side of the country, so those folks should instead be targeted with advertising specific to your e-commerce offerings.

Those who have visited your store and browsed your men’s clothing options, you can retarget with messaging specific to your menswear options (and you can target those interested in women’s clothing with those offerings). You can even retarget customers who have taken specific actions on your website. For example, you can set your campaign to only show to customers who have put items into their cart on your site and then navigated away without completing the purchase.

The goals you set for each campaign will inherently be aligned with a specific audience. Defining the audience for your campaign early on ensures that your advertising is only being shown to the most relevant people, meaning you’ll get the greatest ROI on your campaign.

4. Set Your Creative

Once you’ve set goals and decided on your target audience, it’s time to settle on your creative. A huge part of creating great content is understanding your audience and speaking to them in your brand’s voice and tone.

There are also tools that help you to optimize your approach when it comes to content. If you’re running your remarketing campaign through Google, you can use responsive ads. With responsive ads, you input your various creative elements—different headlines, copy, and images—and Google runs them in various combinations so that they can learn which ones are most effective. From there, they’ll run the best-performing ads on your behalf, to give your ads the greatest shot at success.

5. Run Your Ads and Track Results

The final step is to get your ads up and running! Fortunately, advertising platforms provide detailed analytics so that you can accurately measure the results of your campaigns. The analytics allow you to measure engagement and conversions on each ad. Armed with this information, you can tweak your strategy as you go.

If there are certain ads that aren’t doing well, consider changing up the creative. If there are certain websites where retargeting is not effective, you can ask that Google not show your advertising on those sites any longer. Being willing to pivot and change tactics along the way is a huge part of finding long-term success with your retargeting efforts.

Remarketing is an incredible opportunity for you to recapture the attention of consumers who have already shown interest in your brand. When you take things step-by-step and develop a real strategy for reaching out to various segments of your audience, you can create campaigns with a great ROI.

If you liked this post, check out our Small Business Guide to Paid Search.

9 Is Remarketing the New Free?

remarketing

Let’s face it, we’ve become increasingly numb to the lead capture bait for email address exchange. In fact, I think it’s become so bad that while people still sign up for the free thing, they often don’t even bother to download, rarely if ever actually read it or watch it, and unfortunately, don’t represent the opportunity for marketers that they once did.

The bar for starting a relationship with a prospect has evolved, and the stakes are higher.

Today, we have to create awareness before a prospect understands they have a problem or certainly before they are seeking a transformation.

In my opinion, this is still done by offering the right content, in the right context, but with the right delivery mechanism.

[tweetthis]To reach the greatest number of prospects in your market, the first contact can’t be an ask.[/tweetthis]

Creating awareness through targeted content

People still want to find answers to their challenges and will probably always seek information in many forms. Smart marketers are grouping and personalizing content by specific category or problem-solving advice and offering that content without strings in targeted advertising environments such as Facebook.

The content may be a short video or series of video, a group of blog posts or even a series of templates and checklists.

The key is that this is bite-sized, useful, easy to access and easy to consume. It’s the start of a relationship without commitment.

Building trust before the ask

So, how does totally free content create a lead? It does so by giving and giving and giving before asking anything. High-quality content without strings attached builds trust and authority – two of the primary objectives of all marketing today.

The key to making this work as lead generation tactic is something called remarketing or retargeting.

Now, you may be familiar with retargeting if you’ve ever reviewed a product you were researching online.

A few years ago I wanted to get standup desk and looked around at a variety of products before finally settling on one made by Varidesk.

I did my research one day and visited the manufacture’s site and sure enough everywhere else I went I started seeing ads for Varidesk.

In fact, even after I had purchased the desk from Amazon I continued to see the ads on many news type sites I visited.

This is retargeting not so much at its finest.

Or perhaps you downloaded a free report on a site and when you returned to get the next one in the series they already knew your name and email and automatically completed it in the form. This is another type of very useful retargeting in a way.

Essentially what retargeting involves is placing a cookie on a visitor’s browser that indicates they have come to your site. This cookie then allows ad networks to show certain ads when you visit one of their sites.

Many people dislike this technology, and you can manage it by changing your privacy settings to disable it. Of course, a lot of things you do like, such as a website you frequent remembering your settings is activated using this same approach.

One of the more effective ways to use retargeting in a gentle lead nurturing sense is by using Facebook’s retargeting tool.

You simply run sponsored ads at highly targeted, useful content or a series of content and let Facebook tell you who visits and consumes the content. Once this mechanism is in place, you can start building custom audiences of the people that visited your free content with the knowledge that they may indeed be interested in a more substantial version of the content in exchange for an email address or opt-in.

This approach, while requiring more patience, opens up a much larger potential audience and will likely make your list conversions triple or quadruple.

Here’s a nice little tutorial on Facebook retargeting from Social Media Examiner

And another, more technical one from WPCurve with specifics for WordPress users

And, you might want to look for retargeting services outside of the Facebook walls, so take a look at PerfectAudience for a super easy approach or one of the pioneers of retargeting, AdRoll.

Hyper segmentation for relationship building

One of the beautiful things about this approach is that it not only allows you to nurture people who visit your website, but it also allows you to create segmented campaigns for people based on what they visited.

For example, I attract many small business owners who are interested in tips and tactics for growing their business, but I also serve a growing network of independent marketing consultants who are interested in ways to grow a more profitable practice and serve more customers.

Using a retargeting approach, I can create a highly personalized experience for these radically different audiences based on an understanding of the content they visited.

Now, understand that this approach is certainly not limited to Facebook – Facebook just offers a nice way to use it to build awareness and trust.

This is essentially the same technology that powers inbound marketing tools such as Hubspot or many CRM and marketing automation tools. It’s the same technology that powers many of the more sophisticated lead tracking tools such as ClickMagick or Kissmetrics.

The real lesson in this is that marketers today must understand that as brands big and small continue to take advantage of the technology to serve more personalized, useful and relevant experiences the more our prospects will come to hunger for and expect the same from any business they engage – whether they know it or not.