How often would you have clients or potential clients visit your website or social pages and then leave without interacting with you and your business?
Producing high quality content to entice clients and prospects to visit your website or interact with your social media pages is key to increasing your visibility online and your brand awareness. But how do you continue to nurture your visitors to become clients, once they’ve left your website? Welcome to remarketing!
Remarketing is a way to connect with people who have previously interacted with you, whether this be on your website, Facebook or LinkedIn accounts. It allows you to strategically position your ads to benefit both the audience and your business in major ways.
Remarketing aims to communicate the right message, to the right people, at the right time.
Tailor your message to the right audience
With a wide variety of remarketing platforms, you can tailor your message to target a very specific audience almost every target audience to market to. Personalising your content to resonate with your audiences based on their preferences and also actions they’ve taken with your brand, for example visitors that have read your blog post on market movements may be interested in receiving more updates around investment markets and signing up to a regular newsletter.
Remarketing assists you not only targeting visitors of your website and social pages, you are also able to help customers who have actively been engaged with similar products or interests, by showing them your ads that meets their needs.
If a potential client has visited your sites or similar sites, they have expressed interest in your services so will welcome and may be intrigued by relevant content you produce, including your ads.
The success of your remarketing will hinge on your content (ads), it needs to be relevant to their wants and needs, and also your selected audience. If your target audiences are too broad, your advertising will have no relevance to the individuals and will not have a high return on investment (ROI).
Accelerate the customers journey from awareness to conversion
Remarketing, when used cleverly, creates a client journey with your brand, showcasing your services and expertise before they actually make an appointment to see you. Through your remarketing you can create a sequence of ads that educate, provide additional insights and support your potential clients, that are more relevant to their preferences in a timely manner, increasing their online experience with your brand. Extending the engagement with your brand will increase your tangible leads and drive sales.
You can use your ads to guide potential clients along their purchase path. If a they are actively looking for the type of service or product that you provide and see your ads during this time, they will be more likely to proceed with purchase.
It is also very helpful to engage with your audiences before, during and after an event that you have put on. You should aim to retarget attendee’s following an event, using a variety of marketing tools and content to engage, extending on their experience from the event and increasing their inclination to work with you rather than looking around. For example, if you have run a webinar with clients, you can then target specific ads and emails to these clients with additional content extending on the webinar.
So how do you start retargeting your clients to add value and extend your reach to grow your business? Below we’ll cover remarketing on two of the largest platforms, LinkedIn and Facebook;
Retargeting on LinkedIni
- Create audiences to retarget
Create an audience you wish to target – you can choose to retarget by website, company page, video ads, lead generation forms or events.
From the account assets tab, click on Matched Audiences and Create an audience.
- Add the LinkedIn insight tag to your website
The LinkedIn Insight tag can help you track conversions, retarget and get insights into the content preferences of your website visitors.
You can track website conversions linked to your LinkedIn ads and campaigns, then let LinkedIn automatically optimise your campaigns for even more conversions so you don’t have to lift a finger!
- Let your audience build
Your audience will start to grow within a few days and will continue to grow as more LinkedIn members engage with your ads or visit your website.
Once you are happy with the amount that your audience has grown, you can start using it in your campaigns on LinkedIn.
Retargeting on Facebookii
- In Ads manager, select + create, You will need to select the goal of your campaign to begin
When you select your audience, choose Retarget ads to people who interacted with your products on and off Facebook.
- Choose a retargeting option.
View the retargeting options that best suit your practice. This could be creating a custom combination to promote your practice to those who have visited your website previously or have interacted with your brand. You can select the audience interactions taken by selecting inclusions and exclusions.
- Enter the number of days where the action occurred for your retargeting option.
- (Optional) Select Show Advanced Options to add a Custom Audience or Lookalike Audience to your targeting.
Remarketing is a smart investment that could increase your leads, conversions and ultimately your bottom line – if you do it right. Take the time to learn about your audiences so that you can provide them with the most relevant ads.