What is Remarketing
by Darren P Vowles, Business Advisor With BEC Business Advice
What is Remarketing, and How it brings quality leads to your Website
What is remarketing and why is it such a big deal?
Remarketing, or retargeting, is the act of connecting with people who have already interacted with a website.
If someone visits your website and signs up to attend a webinar that you are hosting, for example, any engagement with individuals you have previously tagged with a cookie falls into the remarketing category.
A few of the ways to go about remarketing
Email remarketing (also called email retargeting)
The whole idea of email remarketing is to attract leads that have shown interest back onto your website. You’ve already met this customer before, you spent time and money to bring this person to your website. With email remarketing, you’re taking the information you have gathered about this possible customer and using it to send a relevant email.
This is where you purchase dynamic remarketing ads via Google to “show previous visitors ads that contain products and services they viewed on your site.”
Retargeting ad on Facebook
Similar to Google’s remarketing ads, retargeting ads allow you to reach out to audiences that have already engaged with you by displaying ads directly in their Facebook feed.
Why Retargeting and Remarketing Efforts Are So Powerful
Example: Even though someone signs up to attend your webinar, it doesn’t mean they will watch the entire thing. In fact, they might not show up at all!
The truth is well-meaning registrants may have every intention of watching your presentation only to have something come up. Parents can get interrupted by children. Last-minute invitations to do something else may occur. Your registrant could leave early if they get distracted or tired. There is any number of reasons that someone who signs up might not show up and/or stay until the end.
By reaching out after the event with a replay link or new sign-up link, you give them another chance to watch your presentation.
Your registrants might need a little more convincing to buy.
“The rule of seven quite simply states that it takes an average of seven interactions with your brand before a purchase will take place.” This means you may need to engage with a webinar registrant as many as seven times prior to making a sale!
Even if you have warmed up your audience, and impressed them throughout your presentation, they still might not buy your offering during your webinar. Sometimes they need a reminder to purchase, additional incentives, or just more information about why your offering is worth it.
Remarketing and retargeting efforts give you the opportunity to drive home your sales points. And, they give you the chance to ask attendees why they didn’t make a purchase so you can either answer any questions that they have or deliver counterpoints to their objections that could convince them to buy.
Your visitors feel you are omnipresent. (Present across all media channels)
Since you are able to follow your interested visitors across the web, they begin to see you everywhere. You become omnipresent to them. This grows your relationship with them, keeps you in the front of their mind, and establishes you as the go-to expert.
Find out more
Could remarketing boost sales in your business? We have Remarketing workshops in June.
Did you know
Any business with an NSW or ACT ABN is eligible to free advice from our team?
Contact Darren if you would like to talk more about how Remarketing could help your business.