While you can invest in an impressive number of technology options, one of the most powerful tools at your disposal is also often one of the most overlooked.
In this post, we’re going to talk about a key element that will certainly guarantee your growth. I’m talking about remarketing.
Remarketing is essential and should be the first technology you focus on. Here’s why:
A Quick Primer on Remarketing (aka Retargeting)
First of all, forget everything you’ve heard about remarketing so far. It’s not online stalking. People don’t find it creepy.
Remarketing is amazing.
Essentially, remarketing allows you to track people who have visited your website, used your mobile app, or provided their email address and show them ads, either for your brand more generally or for the specific items they were looking at. People will see these ads when they visit other websites, use social media, watch videos, use other mobile apps, or search on Google.
And it can be your most powerful tool.
People are busy and easily distracted – they may leave your site or abandon items in their cart for a variety of reasons.
Remarketing helps you reach a large architects email lists uk percentage of the people who visited your site and left without converting multiple times a day or week, across multiple sites, over the course of 30 to 60 days.
Think of your remarketing efforts as a gentle reminder that encourages people who visited your site to finish what they started, while reinforcing your brand and messaging to that user every time they see you around.
Here are five proven ways remarketing will make your business more successful.
1. Save Money
Remarketing isn’t free – but then again, nothing in marketing that drives real, effective growth is. Yet, remarketing is cheap.
Display ads average about $10.00 per thousand views. Not too expensive at all.
Display ads can cost anywhere from two to a hundred times less than search ads in super-competitive industries, and while the typical click-through rate is extremely low (around 0.2%), the conversion rate is competitive with search ads in many industries.
So what do you get for your remarketing investment?
In our case, it increased repeat visits by 50%, increased conversions by 51%, and increased time on site by a whopping 300%. These are huge numbers for a minimal investment.
Without remarketing, these people would have been lost to us – the money and effort we spent to initially drive them to the site would have been wasted.
Instead, remarketing gave us a second chance (and third and fourth, etc.) with people who were already interested in our brand or something we offered. Our compelling, clickable ads had a relevant message for the right people and brought them back.
2. More leads and conversions
If you want to make sure you're converting people who are already interested in your stuff, this is the easiest way.
Chances are you’re spending a lot of money and effort getting people to your website, and only a small percentage of those people will actually do what you want them to do – whether that’s making a purchase or signing up for a white paper, free trial, newsletter, or something else.
A successful remarketing growth strategy is to examine the intent of people on your website.
For example, a person who viewed your product/service indicated a higher intent to become a lead than a person who read one of your blog posts. For a retailer, a person who abandoned a cart is more likely to convert than a visitor who browsed for a few minutes and then left.
Before remarketing, we saw less than 2% of traffic converting.
After remarketing, we improved the conversion of visitors sent to our website form by 51%. Additionally, we saw a 50% increase in repeat visitors to our website.
3. Greater visitor engagement
It’s crucial to start converting your audience into more engaged fans and advocates so you can grow your following.
There was a time when we suffered from an embarrassingly low average time on site: one minute and 34 seconds. Once again, we were attracting a lot of new visitors – about 79.2%, to be precise – but the people we were attracting simply weren’t for us.
Retargeting to the rescue.
By crafting compelling, personalized messages and targeting the right people, our time on site grew to nearly five minutes per visit, an astonishing increase of over 300%.
Retargeting has helped us give people more of what they want from our business.
4. Maximize your marketing ROI
In an ideal world, a customer would search for you, visit your website, never get distracted, spend time exploring your content or product pages, sign up, purchase, and become a loyal customer for life.
But we do not live in such a world.
If you’re investing a lot of money into your marketing – your research, your content, and your social media – why would you spend all that time and money to get people to visit just once? That’s insane.
However, many companies fall victim to this definition of insanity, doing the same thing over and over again and expecting different results.
Do something drastically different this year – maximize the value of the initial visits you get from your amazing content found through search or social.