Description: For a firm dealing with a small digital marketing budget, remarketing is an essential cog used to optimize accumulated leads and prospects. In this article, we will go through some ways remarketing campaigns can help drive growth and profits.
Remarketing Campaign
In any line of work, optimal use of resources at one’s disposal is the key for growth and success. Companies which are wasteful with their resources don’t tend to last very long. Often, companies are not even able to evaluate their dormant resources which can be turned into assets.
A push for higher efficiency in marketing lies at the heart of the concept of remarketing. For big and small companies, the need to extract value from all available resources has become common.
What is remarketing?
The definition of remarketing is to direct bespoke ads to prospects who have a record of showing an interest in a given product or service. Put simply, remarketing means marketing to people who have already visited website and shown interest in buying something.
Remarketing is an important part of a digital marketing campaign. While investing resources to find new leads is a long and arduous task, remarketing involves making use of existing leads which have a considerably higher conversion rate.
In today’s market, every remarketing campaign has to be well strategized. Companies need to formulate an air-tight plan to make sure a remarketing campaign is able to have a sizable impact on the growth and revenue of a company.
In this article, we will go through some remarketing tips which should be incorporated by digital marketers into their toolbox.
Analyse performance of existing leads
Remarketing is not as straightforward as converting leads and growing sales. A range of issues can arise in a remarketing effort.
A common problem is the use of irrelevant leads which are not suitable to be a part of a remarketing push. It is often the case that the customers being targeted are in fact not interested in buying anything. The presence of irrelevant leads can lead to a loss in resources, and if it exists on a large scale, it might represent a deeper problem in a company’s strategy to accumulate leads.
As an example, if a remarketing campaign worked well for a while and then took a down turn; new sources of traffic could have something to do about it. This requires digital marketers to analyse traffic coming into the website.
If a remarketing campaign has never worked, the correct and obvious conclusion is the poor quality of leads being onboarded. A lot of things could be going wrong in such a case, from the state of the landing page to the keywords targeted. In such a scenario, digital marketers ideally have to complete an SEO audit of the website in question.
In both these cases, the need to have quality in leads is apparent. The current digital marketing landscape values high traffic above all else, but high traffic doesn’t necessarily translate to relevant leads. Digital marketers and content creators often make the mistake of creating content which drives traffic but doesn’t invite the right kind of people. Ideally, a remarketing campaign works only if there is a balance in driving quality and quantity of traffic.
Use tried-and-tested tactics
A remarketing campaign will inadvertently lead to a push in search marketing. This implies investment in AdWords for SEM.
If there is no option besides spending money, it is wiser to spend it on campaigns which are known to promise respectable returns. Thus, digital marketers should ideally invest in search marketing campaigns which have known to be successful in the past.
Although this is not an exceptionally original idea, making the mistake of investing in something entirely new and untested can lead to poor results. Remarketing is a push for efficiency, and using data from previous successful campaigns is essential for growth.
Invest time in analytics
Analytics is a term thrown around in digital marketing. Its overuse is almost jarring now, as people are endlessly regaled about all the benefits of using analytics. In truth, a commitment to analytics is hard to accomplish, and many who talk of analytics don’t spend much time analysing themselves.
In the context of remarketing, analytics done well can reap great dividends and streamline the entire process of converting a lead.
The primary purpose of analytics in remarketing is to segment the audience into multiple categories based on demographics, stage in buying cycle, intent, and many more.
Some examples of analytics being used to segment audiences are listed below:
- Collecting page-specific data such as traffic, bounce rate, average time spent on a webpage, and so on. With this data, digital marketers separate analytics reports on each webpage, thus analysing the performance of different types of content on a website. This data can be put to use while creating content for a remarketing campaign.
- Using demographic data, nail down which segment of the audience is closest to becoming customers
- Segment audience into different categories based on their content preference to create targeted content-oriented remarketed campaigns
- Create a separate set of audience which visits the product page and leaves after seeing the price. Such customers can be targeted through incentive-driven discount-oriented remarketing campaigns
- Look for patterns between different sets of audience to predict their interest in an entirely new product.
Complete a content audit
Remarketing involves cutting corners to increase efficiency. A part which often goes amiss is conducting a thorough review of the content marketing strategy in place.
Any remarketing campaign has to use content as its more powerful tool. However, before making content front and centre, digital marketers should review how the existing audience is interacting with the content already created.
This step is aimed at finding deficiencies and focusing on creating content which performs well with the target audience. Wasting resources on content which is likely to not perform very well is counter to the very core of remarketing.
A content audit also means checking for other aspects of a content marketing strategy. This includes optimizing landing pages, making websites more navigable, and reducing load time.
Maintain a steady frequency
Pestering customers in a remarketing campaign can be dangerous, as it can degrade a brand’s perception in the market. To make sure this doesn’t happen, remarketing campaigns have to schedule interaction with prospects at regular spaced-out intervals.
Often remarketing campaigns make a big splash amongst their target customers. The problem with such a strategy is that many customers end up blocking messages being sent by the brand.
To increase efficiency and optimize conversions, it is in the interest of digital marketers to space out their remarketing efforts and not irritate prospects.
Follow an aggressive SEM strategy
Click through rates are known to depreciate, however, a recent study found that people viewing the same ad twice are twice as likely to be converted.
Thus, following an aggressive SEM strategy to reach out to previous customers can be a great idea. The key to remember is that this is a remarketing campaign, so the customers being targeted have already shown an inclination toward the brand or product in question.
Reaching out to customers who were close to buying a product or downloading an app holds the key. Remarketing changes the way digital marketers view their audience. Conventional wisdom suggests all website visitors should be considered equally. However, a remarketing effort requires digital marketers to value a certain segment of prospects highly.
Making offers to the right people
A popular part of remarketing is offering discounts to customers who leave items in their shopping cart and don’t end up buying.
While this is a fairly straightforward decision, training customers to expect discounts is not the right way to go either. At this stage, digital marketers have to analyse which segment of prospects should really be offered a discount.
Offering a new customer a discount to acclimatize him/her to buying from the brand is the right decision, but offering a seasoned customer repeated discounts is a poor choice. Making this distinction is a part of running a successful remarketing campaign.
Allow remarketing to capture all channels of promotion
Remarketing is usually associated most with display advertising and email marketing. However, it can have an even greater impact if allowed to run on other major channels of digital marketing such as SEM, social media, and video marketing.
A combined concerted effort is more likely to bring in greater conversions and reach a wider span of the audience. The preference of audiences to various social media channels vary greatly. Thus, a sure-fire way of making sure the remarketing campaign messages reach all segments of the audience being targeted.
Create a relationship between advert and customer
Creating a remarketing campaign should involve brands reaching out to prospects in a manner which can give them the final push towards buying a product.
Different types of people are stimulated by different message. While one message might work on a younger audience in Delhi, the same might not work for a younger audience in Kanpur.
The power of messaging lies at the heart of marketing and remarketing, Digital marketers should understand the power of creating a genuine relationship with the target audience by framing a message which resonates and connects.
There are many examples of great brands with great products ending up with poor sales because the remarketing message leaves a lot to be desired. At the same time, small brands can sometimes have a lasting impact with a well-crafted message.
