Top 5 Remarketing Strategies to Boost Revenue After the Pandemic

Young happy couple signing remarketing strategies proposal

If you own or manage an online business, then you know about the challenge of digital marketing. On the one hand, you can’t get customers if they don’t know about your products and services. On the other hand, paid advertising can get very expensive. The cost problem is especially important for small and medium-sized businesses. That is why an effective online marketing strategy is often the only way to get results for your money. 

Although many components of digital advertising can be complicated, there is one element that almost always leads to better results. “Remarketing” is defined as targeted advertising that is aimed at existing customers or previous website visitors. This form of advertising is much more efficient because it reaches an audience that has already expressed knowledge of your company and interest in your offerings. Here are a few things to know about remarketing strategies and why you should take advantage of this service.

Targeted Messages With Retargeting Audiences

One of the first things to understand about remarketing is that it works best if you use specific messages for each audience subgroup. Although it may take extra effort, using the exact same digital ad for every consumer is wasteful. You can’t assume your audience has identical ideologies and mindsets. People buy products because they solve a problem or help the consumer reach a goal. That means you may see more success if you can speak directly to the customer’s interests.

For example, say you have a great general ad that serves as an introduction to your products and services. The message may work and draw new potential customers to your website. However, it may not be as effective in convincing previous customers to make another purchase. Digital marketing campaigns must be nuanced enough to connect with multiple customer types in order to be cost-effective.

the Role of Customer Journey in Retargeting

As part of using targeted messages in your remarketing campaigns, it is important to consider the customer journey.  Clients doing business with your company go through a variety of different phases, and digital marketing messages should be created for each stage. Prior to any purchase, paid ads can introduce consumers to the organization and its products and services. These are designed to get the customer to visit the website and seek more information about the inventory or services.

Once a potential customer has visited the website or is in the middle of a purchase, now may be a good time to send targeted ads regarding additional products. For example, some companies may create retargeting ads that cover warranties or complementary products and services. After the purchase, remarketing campaigns may seek to keep the consumer engaged with the company through ongoing updates or upcoming sales events. 

Whatever the digital marketing message, retargeting ads can greatly improve their effectiveness if they are placed according to the customer journey.

Tagging Specific Pages On Your Website

While most websites only have a few main components, each of these sections can potentially include dozens or even hundreds of pages. Remarketing tools on platforms like Google Analytics and AdWords depend on tagging certain pages for retargeting efforts. The idea is that campaign messages can be created specifically for people who visit certain landing pages. Just as you don’t want to create only one ad for every possible consumer, you also should consider which website areas are most important for tagging. 

Generally speaking, there are a few elements to consider regarding the tagging process. Tagging your top-selling products and services may help to steer visitors toward the winners in your inventory. Similarly, if you have landing pages that are more successful at generating leads, you may want to tag these pages as well. Creating remarketing campaigns around your winners can help connect primed consumers with the products and services that may be most likely to convince them to commit to a transaction. 

Tagging Pages Based On Assumed Interest

In addition to your most popular products and services, focus on tagging certain landing pages based on an assumed amount of interest. People visit homepages for a number of reasons. They may want to confirm your location or search for products you do not sell. Creating a paid remarketing campaign aimed at every single person who visits your website homepage may be very inefficient.

On the other hand, if a person visits a landing page with a webinar or downloads an ebook, you can assume a much higher potential interest. These consumers are familiar with your company and have demonstrated an attraction to something you can offer. Similarly, targeting visitors who bounced from shopping carts can be equally effective.

The most cost-effective remarketing campaigns should be designed to purchase digital ads from the tagged landing pages most likely to lead to the desired outcomes. 

Potential Pain Points In Remarketing strategies

We all know the tale. A potential customer visits a website after noticing a social media ad. They browse the homepage, look at the “About” page, and then visit your inventory. After searching for a few products they finally add some items and visit the shopping cart page. Then they leave your site.

There is definitely value to creating remarketing campaigns based on targeting consumers who bounce from the shopping cart page. However, before creating that campaign you should first ask why they left in the first place. If there is a specific pain point keeping them from going through with the purchase, you may need to address that problem. That is why smart retargeting strategies often consider incentives to help potential customers to cross the finish line.

For example, there may be value in adding coupons or discounts if you suspect the cost is the problem. For purchases that involve contracts or extensive customer interactions, expected customer service may be the pain point. These clients may be swayed by digital advertisements that highlight third part validators or positive reviews from previous buyers. 

Let Remarketing Raise Your Lead Generating Efficiency

The truth is, without the right strategy, you can easily waste money on ineffective campaigns. Remarketing strategies are one of the best ways to increase your ability to reach customers that are ready to purchase. However, it often takes professional digital marketing experts to help you make the right decision. Why wait to boost your lead generation? Contact L7 Advertising today to find out how we can help!

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