Remarketing incorporates some of the best technology out there and presents items to online customers in a friendly environment. If you have ever purchased items on the Internet, then you are already familiar with remarketing — you just might not know exactly how it is happening.
Remarketing is an inbound marketing technique that keeps your branding and products at the top-of-mind for customers.
Often, potential customers visit your site and do research without making a purchase. They then take their information further to competitors’ sites to perform additional research. But, what if you could keep them engaged even after they leave? Remarketing gives you that power.
How Does Remarketing Work?
Remarketing operates off of the cookies that are stored on computers. The technology allows you to follow potential customers that enter your site as they move about the Web.
The code that you place on your site to help with remarketing efforts is not noticeable to those visiting your site and does not affect the performance of your site.
It is just away to provide information. That information, in turn, is processed and used to serve up fresh advertising to a person who has already interacted with your brand, even if it is just a fleeting interaction.
Since only two percent of initial Web traffic actually converts to a sale on the first visit, remarketing is a necessity that can help you reach out to the left over 98 percent again. Often, remarketing campaigns offer a coupon to entice first time buyers back to your site. This small token of appreciation may be all that is needed to get a customer who is sitting on the fence to go ahead and try something new. From there, good customer service and great products can create a lasting relationship between the purchaser and the brand.
Does Remarketing Work?
Remarketing does work, and the results are often quite beneficial. Remarketing does, however, need to be a part of an overall Internet marketing plan that provides a plethora of options for users and customers to engage. This should include content marketing efforts and social media as well.
Remarketing does not drive people to a site for their initial visit, so you can see where focusing all efforts solely on remarketing can be a grave oversight. But, remarketing can be a key part of an inbound marketing strategy that gets your company noticed and your brand remembered.
Have You Built a Robust Internet Marketing Plan?
A plan that keeps your brand at the forefront will include a multi-faceted strategy with each component working together to incorporate a specific set of tactics and fulfill a specific goal. Some strategies, like search engine marketing and search engine optimization tactics, work to draw customers into your site and pull in new business. Search engine optimization involves an organic plan that has the power to build a steady traffic flow.
Search engine marketing techniques also bring people in, but typically involve paid placements to create a strong initial push for customers. Many companies use a mix of both strategies continuously, while others start with paid advertisements to build initial traffic and then rely on organic search to stay relevant in search for the long haul.
Social media strategies have also become an integral part of every Internet marketing plan. Social networking currently reaches 22 percent of Americans on at least a daily basis. Many people included in this number reach out on social media multiple times daily and say that Facebook has an influence on their purchasing decisions. In fact, 47 percent of those that are involved with social media say that Facebook has the greatest impact on their purchasing behavior — this compared to just 24 percent in 2011.
Content creation and content marketing should also be a large part of a current internet marketing plan. Customers of today are well informed and expect to do research before making any purchasing decisions. Content helps readers to get the information they need while also boosting search listings by giving the search engines the content they need to organize the data. This means that a site with relevant, regularly scheduled, timely content will rank much higher in organic search than one that is built off a simply flash page. Content can shape the look and feel of your brand, and through content marketing and syndication efforts, your content can help get your products the recognition they deserve online.
Remarketing fits in with all of the strategies listed above, and much more. Using the information found in the cookies captured on potential customers computers, remarketers are able to tailor brand messages that can
speak directly to a consumer ready to make a purchase. This means items can be presented that were placed in a cart but not purchased, or banner ads can be placed across competitors’ sites to remind customers about your brand and the goods and services that you offer.
It’s never too late to start your company on a robust Internet marketing strategy that includes remarketing, but you should start now. Your competitors are putting time and money towards these efforts now and you should be too.
Staying competitive in today’s marketplace means employing every advantage you can get — and with 85 percent of consumers saying that they commonly use the Internet to find businesses and make purchasing decisions, an internet marketing plan can provide the push you need to get your brand noticed online.