What is Remarketing?

In an ideal world, everyone who visits your website for the first time fills out a form to download a guide or brochure, signs up for a newsletter, or even just gets in touch with you right away. Moments later, your sales team reaches out to this lead, and they hand over their credit card to purchase something from your company.

Simple, eh?

THE REALITY

Unfortunately, the buyer’s journey is not so linear.

Someone visits your website for the first time and clicks around for a bit. But unless you’re offering an immediate solution to something they needed to be sorted yesterday, they leave to think about it some more. Two months later, the same visitor discovers a blog article from you and decides to download a brochure. A few days after that, they read an email from you. If you’re really lucky, a week later they decide to get in touch, and it takes several more weeks of meetings and discussions until they make the decision to buy. That’s hardly a simple straight line.

In the current climate with the pandemic and lockdown, it’s important to keep the people who have already shown interest in your products and services in the loop – including those who are anonymous to you. This situation won’t last forever, and if you can’t operate right now, you’ll want to hit the ground running when things return to normal.

HOW DO YOU GET PEOPLE BACK TO YOUR WEBSITE?

Have you ever been on a large e-commerce website like Amazon or ASOS, looked at a product, and then seen adverts for that product on other websites? That’s called remarketing (sometimes called retargeting). These online remarketing adverts are shown to people who have already visited your website – even if you don’t know who they are yet.

REMARKETING TO ANONYMOUS VISITORS

Your website leaves a cookie (a small bit of code) on an anonymous visitor’s device the first time they visit your site – so that when they go elsewhere, that cookie notifies remarketing networks to serve adverts based on the specific pages they visited on your website. This allows you to re-engage website visitors and tell them about relevant products, features, or announcements.

Some of the major ad networks include the likes of Facebook, Google Marketing Platform, OpenX, and many more. They display adverts all over the internet, from search result pages, social media websites, and news and entertainment websites – so sooner or later your advert will be put in front of the anonymous visitor wherever they usually go on the internet.

It’s important to remember that these people haven’t yet engaged significantly with your company – they’re not in your contacts database, and so have lower expected clickthrough rates than other types of campaigns. But it offers you a second, and even a third or fourth chance to bring these people back to your website in order to get them more heavily engaged.

Once you have a lead’s contact details, say after they download a brochure or guide, you can also use remarketing adverts to move your qualified leads closer to converting – perhaps offering them a free trial of your product, in much the same way you might by email.

REMARKETING TO EXISTING CUSTOMER

Did you know your existing customers are 50% more likely to buy and spend up to 31% more when compared to new customers?

You can use lists of your existing contacts – you upload a list of email addresses to a remarketing campaign (usually on a social network like Facebook), and the platform will identify users on that network who have those addresses and serve your remarketing ads just to them.

Some platforms also offer “look-a-like” audiences, which find people very similar to the contacts on your list in order to find fresh new leads.

Think Remarketing might be for your company?

We’ve included Remarketing Ads (usually on Google’s ad network) as part of our services for years, but recently we’ve upgraded this service to branch out to multiple ad networks at once – and it’s even more smart and powerful when used as a part of XposureHUB.

Learn more about Remarketing, or fill in the form below to get in touch with us…

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