Introduction
Remarketing, as we know, can be a remarkably effective browser-specific advertising-cum-marketing technique. It can be used considerably to maintain the interest of customers and to prevent them from walking away without a fight. It essentially displays ads which are based on their internet browsing patterns. It also renegotiates when a customer abandons a product they have recently shown an interest in and ensures that the client doesn’t leave your site without having some options. Businesses can use this highly effective strategy in order to maintain a customer’s interest long enough to make a purchase and/or to keep a product/subscription after taking some time to think it over on their own.
As we know, ads aren’t 100% effective. In fact, they are far from it. Ads may work for most websites, but this is only taking into consideration the fact that people will immediately think of clicking on an ad the first time they see it. The majority of ad clickers don’t even get through the whole product description before leaving the site. This is where a good retargeting strategy can be useful. Such a strategy ensures that you track the people who have shown interest in your website through cookies, tags, and lists using Google Adwords.
But before you begin to brainstorm your Remarketing strategies, you first need to know what to target. This basically means you need to know the behavior of your users when they are visiting your site. Their behaviors may vary widely. Consequently, you need to focus on only a handful of user actions that need to be addressed, preferably with the most potential for product-selling. Create ads and remarketing actions that are there to act as negotiators for you to attract the users while navigating your site.
When you know what to target, then you can start retargeting and remarketing in order to suit both the clients’ needs and your own.
The Cart
Most of your users will be browsing through your site. However, every hundred or so users will show interest by adding to the shopping cart. Yet 78% of these users will most likely abandon the cart, especially for purchases under $100. The reason for this, according to www.seewhy.com, is that 44% of users thought the shipping was expensive; 41% of users were having second thoughts about the purchase; and 27% of users shopped around and compared the price on other sites.
Retargeting that 78% of abandoned shopping carts is an excellent starting strategy to apply. You need to make a message, list, tags and codes targeted to those issues.
Was it the price of the product or the shipping costs? Will it affect business if you let them abandon or keep them with a discount or a free shipping deal?
Target those who are having second thoughts about buying with a few ads per day. Try to make sure to add a daily cap so as not to drive these clients away with too much remarketing.
The Product
Applying the same technique as mentioned above, use the client’s behavior for remarketing opportunities on the product division. Make use of tags that look for product patterns and show potential clients the same products on your ads.
Make sure that once they have purchased the same product, you remove it from their ads in order to prevent customer irritation. Rather than haggling with the client about shipping details or discounted products, show them the same product they have attempted to purchase. Then make more negotiations with special offers that won’t affect your profit margin. But take note that only the shopping cart-abandons see these bargaining techniques.
The 30-Day Trial Subscription Service
Take advantage of these curious people. You will turn that trial subscription into a permanent one if you know what you’re doing.
Wouldn’t it be less of a hassle to the customers if they could just see advertisements a few days before the trial ends? There is no need for ads right from day one. Just target your audience when the time is almost up and make sure to pique their interest enough to keep the subscription. Five days prior to the end of the subscription you can use cookies to run the ads, showing specific ads only to specific people. Note that these cookies have to be there the minute they sign up for the free trial. You only need to make a formula so that cookie sticks and so that the ads pop up only five days before the end of the trial.
Make sure to direct these ads towards the most valuable features of the product. Put in some customer satisfaction testimonials, attractive discounts, or only-for-today offers that will help the client to decide to renew the said subscription.
If the ads don’t work, run another formula to offer discounts and offers five days after the client allows the trial to expire. Don’t leave any stone unturned.
The Offline Customers
Say you hand customers raffle cards for an event you are attending. These cards are supposedly coded to elucidate which ones won the prize of a top of the line Android phone, for example. Customers need to go to your specified URL to see the winner. Now that you have attracted them to your website, try to keep the ball rolling.
Say they go to the website and didn’t win. As they are leaving, redirect them to offers, deals and free trials that could generate sales. Make sure that you take them off the list when they sign up for one of the options; don’t let the ads annoy potential users.
Lastly, formulate the ads to appear at least 3 to 5 days after the event. This will allow customers to get back into their routine and to remember what the ads are for. Abacus spent significant proportion of time in digital marketing. Our aim is to generate a large high quality following and to feed them good quality content.
The Social Network
Targeting people who are obviously online all the time – the social networking crowd, will be a decent place to start remarketing.
For example, Facebook doesn’t have tremendously ad-specific ways to target the market you’re after. When you have a promo, you want the right people to know. Paying for Facebook ads will not do the trick most of the time if your market hasn’t yet heard of you. So make Google Adwords work for your Facebook promotions, and make it work on Twitter, Google + and more.
Create lists and tags specific to each target social network in order to get the ads out there, making sure to prioritize active networks.
Conclusion
A good combination of all of the above, coupled with the right coders in the business who will be able to translate your remarketing goals into the best remarketing tools, will give your site a firm ground when it comes to keeping the customers. Drawing interest to a site is not sufficient; you need to keep it and make it work for you.
About the Author:
James Dean is an avid hiker that lives & breathes the outdoor life, capturing every moment with his childhood passion of photography. Following his interest in business, he writes columns for Orange county Web developers. Follow him on Google+