Should Remarketing Be a Part of Your Digital Strategy?

In a crowded marketplace, the competition to grow your business has become fiercer than ever. You need to stay ahead of your competitors and keep up with current trends to succeed. There’s no better way to achieve this than by using effective digital marketing strategies. One technique your company should consider is remarketing.

Whether you’re into B2B marketing, direct to consumer or retail marketing, or have started your quest in corporate branding, remarketing can ensure your products or services are getting the attention they deserve. When done strategically, it can help you achieve your sales goals, and eventually succeed in the growth of your organization.

If you’re a business or a marketing professional who wants to boost your Q2 marketing tactics, this post is for you. We’ll discuss relevant information about remarketing and why you should use it to reach your business objectives.

Remarketing: The Key To Getting More Sales

Did you know that 97% of your online visitors never return to your website? As digital marketers, you know that users don’t instantly convert the first time they land on your page; and it can be expensive to get them there in the first place.

Before making a purchase, potential customers often explore, research, and get to know you first. Like we said earlier, up to 97% of them never come back. However, if they don’t convert on that first touch, you can get these customers back to your website without losing them to your competitors. It’s simple: implement remarketing into your digital strategy!

Also known as retargeting, remarketing allows you to retarget customers that have visited your website but left without converting. Remarketing is a way to capture lost customers by showing targeted ads tailored to their previous behavior. Simply put, you’re marketing to the visitors who already saw your site or materials but left without buying anything.

For a company that relies on digital marketing, this can be an efficient way to generate more interest and sales. It has even been shown to boost conversion rates by up to 161%. Done correctly, it can also stimulate on-the-fence or lost leads and increase ROI for ads.


How Does It Work?

Generally, when a user visits your webpage, it’s recorded in your Google Analytics account, or other analytics platforms you may be using. From here, you can deploy remarketing ads that are customized to your previous visitors to encourage them to return and complete the sale. Of course, it’s a little more complicated than this, but that’s the gist.

Google Display remarketing, for example, works by targeting Google Display Network sites that likely match the interests of your website visitors. When your website visitors browse in-market websites, Google will serve them display ads from your chosen ad group.

What does Google do to collect data for remarketing? It all boils down to cookies, or tiny pieces of embedded code you put on your website. Accepting cookies allows users to store your code on their devices. This code is linked back to their IP address, for example, without using any sensitive personal information.

Cookies allow search engines and ad platforms to recognize specific devices and deliver targeted advertising. To make them more effective, it’s important to use dynamic content marketing trends that are tailored specifically to your audience’s exact interests.

What Can You Do With Remarketing?

At its core, remarketing is a highly targeted form of digital marketing. Whatever ad platforms or channels you use; it can drive higher revenue to your business. As a powerful marketing tool, any company can leverage remarketing to:


Capture Churned Leads Once Again

For a business to remain competitive and profitable, decreasing its churn rate means more revenue. By using remarketing, you can reach out again to these potential customers with relevant messaging that encourages them to convert. This is an effective strategy to remind them of your services and products, which can lead to more sales.


Follow up on Abandoned Carts

Failing to act on abandoned carts is like giving up before you’ve crossed the finish line. You already have a lead, so why not nurture this lead and turn them into paying customers? Using insights gained from your analytics and customer data, you can follow up with past website visitors, potential customers, to seal the deal.


Nurture Better Relationships With Customers

A deeper level of engagement can help businesses increase sales. However, it doesn’t end at the point of conversion. With remarketing, you can take that nurturing journey beyond. This ensures that your customers are aware of new products and promotions, enticing them to make another purchase. All while putting your brand on top of their mind.

If you have new, killer content, you can remarket your visitors with it to introduce a new idea, or new way to promote a sale.


Boost Revenue for Ads

Online advertising is an excellent way to generate qualified leads and drive traffic to your website. However, it’s not free. Hence, you need to be aware of your ad spending and return. As mentioned, with remarketing, you’re engaging with warm leads, so there’s a high chance of driving better conversion rates for a better ROI.

Your best customers are always the ones who regularly visit your website. By remarketing to those visitors who only visited a few times (even once), you have the potential to turn them into some of your best customers too.


Final Thoughts


While remarketing can be a powerful tool for your business, it’s only effective if done correctly. This means using the right data and analysis, as well as the right ads and content to achieve your objectives.

If you need a strategic approach to remarketing, or would like some technical advice on the best ways to proceed,  schedule a consultation with us at Virtua Brands.

As one of the leading marketing and advertising agencies in Florida, we partner with you to help build your brand and expand your digital footprint. Or, more simply put…

We help your business grow!