When you opened your email this morning, there’s a good chance that you had a message or two from a company that you recently made a purchase from. Perhaps you received a reminder to renew a subscription or to make a purchase for a birthday or anniversary.
If this happened to you, then you’ve been remarketed. If you are trying to market a product or service, you need to understand how to do it yourself, as it could be your ticket to increased conversions and revenues.
Remarketing Vs. Retargeting
Within the realm of Internet marketing, the concepts of remarketing and retargeting are among the fastest-growing tactics. However, the terms are often incorrectly used interchangeably, even though they share some commonalities.
Retargeting is most commonly associated with display ads — and anyone who has ever completed an online search has probably been retargeted at some point. It involves placing cookies on a user’s machine whenever they complete a pre-determined action, such as searching for certain terms or visiting a particular website. You might notice, for example, that when you browse different vacation destinations, you suddenly begin seeing advertisements for specific resorts in those spots in display ads or on your Facebook newsfeed. Retargeting allows businesses to access customers further down the sales funnel and often results in higher conversion rates.
Remarketing, on the other hand, is even more personalized. Previously limited largely to email marketing, you can bring your lost visitors back to convert with remarketing via any personalized communication that’s based on a customer’s previous interactions with you. It’s highly strategic — and highly effective at converting both potential and existing customers into additional sales.
How to Remarket
While some marketers have limited their remarketing efforts to sending occasional emails to previous buyers, there are a number of other effective means of bringing back those visitors that have previously interacted with you.
Some of the more common — and more effective — remarketing techniques include:
1. Targeting blog category lists. When your blog is broken up into distinct categories, you can create tracking lists based on who reads which sections. It’s then possible to create display advertisements or other offers based on their readers’ specific interests.
2. Offering recurring service. Do you offer a service that you audience will need more than once? Follow up with those customers to remind them that they need the service and entice them to come back with a special offer.
3. Make product recommendations. Anyone who has shopped on Amazon.com has seen product recommendations based on what other buyers have browsed or purchased or that are related to the specific item. Use purchase data to remarket products and services based on previous purchases or those made by other customers.
4. Put reviews to use. Track the time users spend reading reviews on your site, and remarket to those who spend the most time reading reviews for particular items with ads for those items after they leave the site.
5. Target based on actions. When users respond to certain calls to action, by watching a video, clicking a link or downloading a report, remarket to them with additional ads or special offers.
6. Send purchase reminders. Floral companies use this tactic to great effect: When you send Grandma an arrangement for her birthday, you’ll receive reminders going forward about Grandma’s birthday — along with coupons. This tactic is effective for companies dealing in consumables or if you release new or updated versions of products regularly.
7. Offer apps. Got a mobile app? When you detect a user visiting your site on a mobile device, automatically offer the app.
8. Retrieve abandoned shopping carts. When someone fails to complete a purchase, follow them with a targeted ad to remind them to return and finish the transaction. If you have an email address, you can send a specific offer with a discount, a shipping deal or a warning that their items are running low on stock.
9. Get location specific. When users access your site from a specific location, remarket with a location-based offer. For example, you might be able to advertise free delivery or same-day pickup of items to those customers located within specific local ZIP codes.
10. Send seasonal reminders. The holidays are always a prime time to remarket to existing customers, but what about other times of year? If someone made a purchase for one holiday or event, they may be interested in your offerings for future holidays.
These are just a few of the tactics you can employ to remarket to existing or already interested customers. Don’t become so focused on attracting new customers that you lose sight of the many ways to maximize those users that you already have on the line.