In a world where the competition is increasing by the day, it is important for businesses to make efforts to stay in front of their customer’s eyes – no matter what. Or they’ll probably lose them to a deal that was offered by a competitor.
Retargeting (or remarketing) is a cookie based technology that enables anonymously following your audience across the web – what they’re looking for, what they’re engaging and interacting with, what problems they are searching solutions for, etc.
But how do you get the most out of retargeting campaigns?
Here are 8 ways marketers can leverage from retargeting:
1. Building brand awareness
Marketers can make use of retargeting campaigns for building brand awareness of a newly launched product, service, website or for that matter, business. Being the simplest of all campaigns to set up, this requires the marketers to craft an advertisement that the will be displaying to everyone who has visited your website through your other marketing efforts. You can alternatively also set up different variations of these ads and A/B test to understand which one works the best.
For example: Asana uses retargeting campaigns to build brand awareness, focusing on highlighting the major benefits of using it – “Teamwork without email”, “Achieve more, email less”, etc, along with a strong call to action. Here’s what some of their ads look like:
2. Customer loyalty campaigns
You can make use of retargeting to boost the number of loyal customers you have and hence, your customer retention rate. These are people who have already visited your website previously and converted. Since they are privy of your brand and have shown interest in what you offer, they’re more likely to convert again – easily.
Businesses that are retargeting their existing customers have increased their conversions up to 300 – 400%. Such campaigns have also helped them reduce the cost per click on search ads.
But there is no point in showing these customers the same product or service over and over again. So create and test a variety of creatives that will pull this customer back – even if it means incentivizing them to stay loyal to your brand.
For example: Here’s an email by Ann Taylor that retargets its existing customers with a personalized marketing message and a special offer. This not just brings back the customer, but also helps boost the brand loyalty.
3. Sales (up-sell/cross-sell) campaigns
Remember the last time you walked into a store to buy a jeans but came out with 3 t-shirts as well because the salesperson their nudged you to ‘team it up and see’? Remarketing and retargeting campaigns help you do the same.
When someone is browsing your website, you can make use of these campaigns to understand what they are interested in and suggest similar products or services that they might not have discovered on their own.
For example: Based on the categories browsed by the visitor, this ecommerce website recommends some of the products from its range through a ‘just for you’ section. It enhances the customer experience with personalization and increases the chances of a higher conversion.
4. Cart abandonment campaigns
Shopping cart abandonment is a major challenge that ecommerce businesses face for conversions. According to a study by Yoast, about 56% of online shoppers abandon the items they add to their carts for two reasons – unexpected costs or second thoughts about the purchase.
You can use retargeting campaigns on-site and off-site (on other websites) to remind them of the products they left behind. You can also send them an email for the same – if they have signed up with you. This also gives you an opportunity to understand if they faced any problems during making the purchase and why they didn’t complete it.
For example: Here’s an email from Serena & Lily reminding the customer that he has left behind a few products in the cart. It also creates a slight sense of urgency by saying that the products might go out of stock if they took too long to decide – the subtle nudge aids to converting the customer.
Here’s an example of on-site retargeting campaign that targets customers who are abandoning their carts right before they exit the website – Snatch.gr offers an extra 5% off to abandoning visitors who would complete the order then and there. (Read case study here)
5. Seasonal campaigns
If your business tends to see more traffic and conversion during certain seasons, holidays or events, create a remarketing list of the users who converted. You can then use this list to set up a retargeting campaign that would send them subtle reminders the following year.
For example: If your business sold a lot cookies during Christmas 2015, you can retarget all the customers who converted around the same time this year, with a simple message saying, “Let’s keep some of the cookies you bought last year of Santa under your tree! Check out our new special Christmas packs.”
6. Experimenting with duration and time
The ground rules of marketing and advertising remain the same – you can’t simply bombard your customers or prospects with ads all the time.
When setting up a retargeting campaign, remember to test different durations and times to run them. CPC Strategy shares a great outline of how to calculate a decent duration time for your retargeting and remarketing campaigns – depending on whether you’re making use of Adwords or PLAs.
Like every other marketing technique, there is no ‘one size fits all’. You will need to A/B test different variations of the same campaign to understand which time and how duration of an ad does it take to convert your target audience.
7. Personalize your retargeting campaigns
As we have mentioned a few times in the points above, personalization is an important aspect of retargeting campaigns. According to a survey conducted by Adobe and Econsultancy, 52% of marketers consider ‘personalization’ as a fundamental factor to their online marketing strategy. You can do run personalized retargeting campaigns by capturing user preferences, on-site behavior, browser history, purchase history and other personal data.
Segment your target audience based on gender, location, device used and as many other attributes as possible that aid in understanding them better. Depending on their interests and demographics, create ads that ‘address them’.
8. Create custom landing pages
When you retarget your customers and prospects with a campaign, it is an absolute must to ensure that the page they are redirected to, incorporates the same marketing message.
Create custom landing pages for the campaigns you set for each segment of your target audience. Use the same marketing message. Using similar language, keywords or copy as your retargeting ad, ensures a consistency in keeping up with the customer’s interested and improves the conversion rate.
Over to you
What are your thoughts on retargeting? Do you think marketers must make use of this technology this year to boost their business’s conversions or is it a trend that can be passed?
Share your thoughts with us in the comment section below!