Mar 31, 2015
Out of sight, out of mind. Sure, you’ve heard the saying but have you ever considered just how important it is to get seen and re-seen in a digital world that’s flooded with messages, memes and madness?
That’s why remarketing is so powerful – it allows you to reach users who have already interacted with your brand and remind them of your mighty presence.
Never lose sight of the importance of delivering contextually relevant messages to the right people at the right time. It never lets users forget your brand, your message…what you stand for.
And you’ll be first in mind when that user finally does decide to make a purchase. Below we list the 4 most important remarketing tips that help your brand stay in-sight, on mind and bang-on-message.Why Does Remarketing Matter? (Stats):
Let’s get this straight from the outset – all of your website visitors are not the same. So stop showing every visitor the same ads. With remarketing it is absolutely essential to segment your audience in order to identify and understand the different intent and behaviour of the users on your site. Create your segments based on your digital marketing objectives, business goals and which part of the buyer funnel your visitors fall into.
Whether you’re remarketing on Facebook, Twitter or the Google Display Network you’ll only have a small amount of space on your banner ad to make a big impact. The best remarketing campaigns, therefore, adopt a minimalist design with one strong visual and one sharp message. Your call to action has to work hard to stand out in such a small space so it’s essential that you choose the right verb from the outset – it must be compelling, clear and concise.
You will need to pay equal attention to your visual – focus on creating a beautiful and powerful design that stands out and captures your user’s immediate attention. Simplicity and size are key so think bold colours, large clickable buttons and a strong and clear image that catches the unsuspecting eye. Don’t forget to make your creative completely contextual and relevant to your customer’s experience – that means that your retargeted messages should make sense from your user’s first visit.
So your remarketing efforts have paid off and you have landed a conversion? That’s great – congratulations but your “good luck” doesn’t have to stop there. Why not take this opportunity to try and cross sell to your new customer too? Think about it – if you are remarketing to a user it means they have previously interacted with your brand and they have now invested further by responding positively to your message – be that through making a purchase or by downloading a form.
Upselling through remarketing has found to increase conversion rates by 3-5%. But what does an upsell opportunity look like? Say, for example, your customer has bought a car, you could then add them to a unique segment list and retarget them with messages about relevant car accessories across different networks (for example, Facebook and the Google Display Network).
Part of the reason why remarketing is so powerful is that it allows you to test the impact of your campaigns and to change elements of them according to the results you receive. You should A/B test your campaigns for each audience type. However, before you begin testing, it is essential to identify clear and measurable metrics – do you want to improve your conversion rate by 15%, for example?
Testing not only allows you to check what works and what doesn’t but it also acts as an insightful research tool to help you enhance the understanding of your audience’s behaviour and preferences. You can use this information to inform every element of your digital marketing campaign – not just your remarketing strategy.
Remarketing results in 400% more conversions. It’s an essential tool in every digital marketers toolkit. Learn how we’re remarketing to you and how you can use this powerful tactic to drive visibility for your own brand.