Fewer than 5% of website visitors are ready to convert the first time they visit your website, according to HubSpot.
How are you supposed to effectively sell to the other 95%?
The answer is remarketing.
Visitors who are retargeted are 70% more likely to convert. When it comes to display ads alone, remarketing ads have 10 times the click-through rate of regular ads.
Sections
What is a remarketing campaign?
Remarketing is a marketing strategy where you show ads to people who previously interacted with your website, social media page, or mobile app. You are marketing to these users again, hence the “re” in remarketing. You may also see it referred to as retargeting, since you’re targeting the same users again.
How does remarketing work?
Most businesses set up remarketing campaigns by installing an advertising pixel on their website. This pixel allows you to track users as they travel across the internet, thanks to browser cookies.
You can also create a remarketing campaign using email. If users are logged into your website, or if they’ve provided you with their email via a pop-up, you can then remarket to them with email campaigns, such as an abandoned cart email.
Remarketing campaigns are effective precisely because these users have already demonstrated some interest in your product or service. With remarketing campaigns, you can:
- Reach back out to people who abandoned their cart and remind them of the products they left behind
- Up-sell or cross-sell to previous purchasers
- Show targeted ads to people based on the landing pages or products they viewed
- Remind visitors of your brand and encourage them to learn more
Remarketing campaigns for eCommerce
Here are some common types of remarketing campaigns for eCommerce:
Google remarketing for eCommerce
Use Google remarketing, and you can serve visitors with display ads featuring the very same products they abandoned in their cart. You can also upload a list of your customer emails. As long as they are signed into Google with the same address, you can include them in your remarketing campaigns across the Google ecosystem (including YouTube, the Display Network, and more0.
Email remarketing for eCommerce
If you have visitors’ email addresses, you can email them as soon as they abandon their cart, with images of the products they left behind. You can also email them a coupon, or a limited-time free shipping offer, to entice them to come back and purchase. Here’s an example from Pottery Barn:
Facebook remarketing for eCommerce
With Facebook remarketing campaigns, you’ll need to install the Facebook pixel on your website (this is just a simple copy and paste of code). Then, you can remarket to customers with ads featuring the products they viewed, along with targeted ad creative, across Facebook, Instagram, and Messenger. If you sync your product catalog, you can create both abandoned cart remarketing campaigns, as well ads featuring new products they may be interested in.
YouTube remarketing for eCommerce
YouTube remarketing campaigns retarget users who previously visited your YouTube channel or watched one of your videos. You can present them with lifestyle videos that show people loving and using your products, persuading them to come back and purchase.
Remarketing campaigns for lead generation
The sales funnel for lead generation is typically longer, especially in comparison to eCommerce. But, the very length of the funnel makes remarketing that much more imperative for lead generation.
Email remarketing for lead generation
Once users visit your landing page and enter their email address, you’ve secured a lead. Congratulations! Now, you can use remarketing to keep them engaged as they move through the funnel. Create remarketing lists and email campaigns that present them with the kind of content they expressed interest in, from industry whitepapers to your latest webinar.
Facebook remarketing for lead generation
Did visitors leave your website before entering their email address? No problem. B2B companies can still leverage Facebook remarketing to convince users to return. You can create Facebook remarketing campaigns with ad copy and creative tailored to the specific landing pages they visited on your website, reintroducing them to the benefits of your service.
Video remarketing for lead generation
Do you produce webinars or podcasts to promote thought leadership? Create Headliner videos that you can use in remarketing campaigns on YouTube and Facebook to re-engage attendees and turn them into hot leads.
LinkedIn remarketing for lead generation
If you connect with leads on LinkedIn, consider using LinkedIn’s sophisticated advertising tools. You can promote your CEO’s profile, send targeted messages to sales prospects, and promote your latest whitepaper.
Get started with remarketing today
Remarketing can produce powerful results for your business, whether you’re an eCommerce brand or a B2B agency. The ideas above merely scratch the surface. Contact Your Marketing People today for a free marketing assessment. We’ll discuss all the types of remarketing that can drive ROI for your business.
