Online marketing is all about making sure you have a sensible plan for linking your activities together. There are lots of techniques and thousands of pages of advice out there to help you build traffic to your website and grow your business. But it all comes down to a single, simple strategy...give your online marketing activities a focal point - you can think of this as your marketing 'hub'....
So what is remarketing?
You may have noticed that some adverts seem to follow you around the web after you have been to a website and looked at something online (for example, a watch, a pair of trainers or an electric drill )? You then find adverts for the same or similar products springing up left right and centre.
Have you ever wondered how this is done? If so, you have been targeted by a remarketing advertising campaign.
It is very simple for you to set up your own remarketing online advertising to encourage website traffic.
What is remarketing?
Remarketing helps you get your advert in from of people who have already visited your website or used your app. If someone visits your website, you can put a cookie in their browser and you can then use this cookie to target your advertising.
Google call it remarketing.
Facebook call it Website Custom Audiences (sometimes called pixelling).
Whatever you call it, it does the same thing – it allows you to make your online advertising more targeted.
Using remarketing, you can put your adverts and offers in front of people who have already been to your website and have, therefore, shown some sort of interest in what you do.
Get laser focused targeting
So, the general idea of remarketing is to target adverts at people who have already been to your website.
But you can take this a step further and target your advertising with even more accuracy by having several ‘groups' of people who have been to your website.
Say, for example, you are a department store selling a wide range of goods and services.
You could have one ‘list' for people who have been to your website and then another ‘list' for people who have been to your clothing section, another ‘list' for people who have been to your electrical goods section and so on.
This allows you to fine tune your targeting down to people who are interested in the different offerings that you may have. Taken to the extreme, you can target individuals at the product level so that you just show an advert to people who have looked at coffee machines on your site.
Why should your business be doing it?
The short answer is ROI.
The return on investment from your online marketing spend is greatly increased if you use remarketing through higher conversion rates.
Unfortunately, most people visiting your website are unlikely to anything on the first visit.
Lots of people get half way through researching buying their new TV (or whatever) and then get interrupted, turn off their computer and forget about it for days, weeks or even months.
This is your window of opportunity to target them with your offer!
Popping up reminder adverts in front of them either through Facebook or through the Google Display Network of advertising sites is a brilliant way to remind them about the product or service that they were considering or reading about on your site.
How to get started
We will shortly be publishing a quick and simple, step-by-step guide showing you how to set up your own Google remarketing or Facebook remarketing campaigns.
Have a look at the Google and Facebook introduction pages:
Have you ever tried doing it?
Leave a reply below to let me know what has worked for you.
Mark Woodroof is a qualified marketing coach who was awarded a BA(Hons) in Business and a Diploma in Marketing (from the Chartered Institute of Marketing) in the early 1990's and has spent the last 20 years working with private and public sector organisations.
During that time, Mark has worked with hundreds of business owners helping them to grow their businesses, launch new products and services, set up and manage their own marketing plans, websites and digital marketing strategies.
Today, he specialises in Digital Marketing, Social Media, WordPress Development and marketing automation systems such as ActiveCampaign & Infusionsoft.
Mark's areas of expertise include:
- Marketing Strategy & Planning
- Software Development Project Management (Microsoft.Net & Laravel)
- Customer Relationship Management Systems (Infusionsoft, Zoho & Insightly)
- Web Design & Development
- Digital Marketing Campaign Development
- Mailing List Services (eg AWeber, Mailchimp)
- Traffic Generation Strategies & Tactics
- Sales Funnels, Squeeze Pages & Online Conversion
- Customer Value Optimization
- BA(Hons) Business Studies (University of Portsmouth)
- Diploma in Marketing (Chartered Institute of Marketing)
- Level 5 in Coaching and Mentoring (Chartered Management Institute)
- DigitalMarketer Certifications:
- Certified Content Marketing Specialist
- Certified Customer Acquisition Specialist
- Certified Customer Value Optimization Specialists