How to Optimize Your Remarketing Strategy

Digital consumption across the globe has increased dramatically. More than ever, people rely on the internet for entertainment, socialization, and product information. For many companies, now is the opportune time to anticipate and plan for these changes going into the holiday season.

When consumers look for a specific brand, they usually visit the manufacturer's website to find information and pricing on a particular product. From there, they will search in their local area to see where they can buy the product. Unfortunately, this is where the customer journey can become rocky. The customer is looking for a specific brand, but once they enter the local or national retailer's website, they are met with products, information, and competing brands they weren't initially looking for, disrupting the overall brand experience. In many cases, the consumer is so overwhelmed they will leave the site and let all of the information sink-in' to make an informed decision in the future. Here's where your remarketing strategy can be your final push to drive the consumer to purchase your products. And thus, the question presents itself, How solid is your remarketing strategy?

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Optimizing Your Remarketing Strategy

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Remarketing is a powerful online marketing technique that allows you to stay connected with your target audience, even after they leave your site. By implementing banner ads directed toward previous visitors as they browse the web, you gain exposure and become more recognizable to your target audience. This increases trust and makes them more likely to purchase from you. In addition, remarketing generates online sales by keeping your business front and center and bringing "window shoppers" back when they're ready to buy.

Remarketing is a form of online advertising that enables sites to show targeted ads to users who have previously visited them. This tactic is effective because it focuses your advertising spend on people who are already familiar with you and have recently demonstrated interest, so they are more likely to become customers or take valuable actions on your site. Three key concepts of this marketing strategy are ideal for staying top of mind with potential customers and driving sales.

‍Targeting: ‍

With remarketing, you can target and re-engage users who have visited your website in the past 30 days to move them through the sales funnel. Once they complete an action on your site, they are removed from the remarketing campaign, ensuring your remarketing budget is spent efficiently. Website visitors served remarketing ads are 70% more likely to convert on the retailer's website. 

‍Brand Awareness:

Our co-branded ads display your business name and brand, compelling previous potential customers of your business when they are ready to purchase your product or service. Additionally, these ads help your business stay top of mind and regularly expose consumers to your business.

‍Promotion Incentives:

Many successful remarketing campaigns advertise an offer or discount to encourage potential customers to re-engage them. Although they may not have been ready to purchase initially, sales and promotions can help move them through the sales funnel. Remarketing combined with other marketing channels produces 50% more conversions.³  

Remarketing is a great channel to incorporate if your advertising budget allows - it works on your behalf to re-engage potential consumers into paying customers. As with all things digital, there are always expanding opportunities on the horizon. Remarketing is a cookie-based technology that uses Javascript code to follow your audience across the web, however, Google is phasing out 3rd party cookies from Chrome over the next two years. That said, many potential replacement systems are still in the trial phase, and PowerChord will be monitoring and adopting new best practices to help navigate these changes. 

Promotions & Giveaways

‍Spark interest and engage consumers in your business through promotions and giveaways. The easiest way to share promotional information and contests is through social media posts, and it doesn't require much effort from you. Promotions drive awareness by getting followers excited to share your posts to win. The more your content is shared, the more visibility you'll gain, contributing to your trustworthiness as a business. This is a pivotal way for your customers to sell your company for you!

‍Social Strategy

Build Trust To Drive Consumers to Buy‍

Consumers increasingly look to social media for recommendations and ratings on local businesses. Facebook community groups can be your largest advocate for generating new business on your behalf. Many consumers consult these groups to find quality local retailers that offer great prices and show they value their consumers. It's a platform for open communication for you to answer their questions or concerns and show your appreciation for ratings and recommendations. Social media is an excellent avenue for building a loyal consumer network for your business.

• Respond to reviews, both positive and negative, in a timely fashion.
• Be helpful by providing information on your products and services when people ask.

‍Stay Active to Grow Your Network ‍

Don't just set your social media account and let it flatline. It's essential to post regularly to expand your network of followers. Reaching the right people can help drive qualified leads to you. Ensure your posts are relevant and provide entertaining, educational content to make your business a household name in your community.

• Start small - build a strategy to post weekly instead of jumping right into daily posts. Stay consistent.

Leveraging your social media business page can help build loyalty with current customers by providing them with a local expert they can trust with reliable service via a simple communication tool to address their concerns or questions efficiently. Also, continue to generate new customers by showing them you're more than just a business; you're here to provide the service they need right in their local area. 

Online Advertising

Shoppers spend much more time-consuming information on their favorite websites than they do searching for a specific product, service, or business, so it's important to be present on the site's potential customers are frequenting. With display advertising, you can present graphics, video, and your company's branding to stand out to users and attract their attention while they search the web. Display advertising allows you to display ads on third-party websites and apps. Unlike text-based ads, display advertising relies on images, audio, and video elements to communicate your message. These display ads don't blend into the website content and reside on distinct site sections reserved explicitly for paid advertising. Display ads have a massive reach and success when they target the right user, at the right time, on the right website. A user can gather information simply by seeing your display ad with the option to click the ad, bringing them directly to your co-branded site. ‍

Location Matters

‍Each local display ad will be displayed only to a narrow geographical radius around your physical location. Your business name and city location are highlighted within the banner advertisement to promote familiarity and brand awareness for both the brand and your store while users browse content on the web.

‍Target the right audience

‍Display advertising has many options for targeting, such as demographic, behavioral, and topic.

•  Demographic targeting can limit ad exposure based on attributes like gender and age.
•  Behavioral targeting aggregates data across users' online and offline activity to create a picture of users' interests. For example, users browse NFL.com, sports scores, and game highlights, so they will be targeted as sports enthusiasts.
• Topic targeting focuses on delivering ads based on the topics and content of the website where the ad is displayed. Example: User is on an article about how to prune roses, this website could be targeted with a topic of home and garden.

Display ads + paid search campaigns

When search engine advertising and display advertising are used together, they help you get even better results by targeting your customer from multiple angles. Remember, consumers are always researching and being shown brands as they navigate online. Seeing your display ad will make it easier for the customer to remember your business when it's time to make a purchasing decision and they start searching more directly for your product, service or company. Studies have shown that 27% of consumers conduct a search for a business after seeing their display ad. Additionally, a 59% increase in conversion occurs when users perform a search related to a display ad.Display advertising is a useful tool for building awareness of your business to your local consumers. You can deliver high-quality visuals to effectively demonstrate your product or service. With the added benefit of targeting, you can prospect the ideal audience interested in your business to ensure your marketing spend doesn't go to waste.

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To learn how PowerChord can help optimize your remarketing strategy, book a DEMO today!

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