The days of salesmen selling products door-to-door are pretty much gone. Much of the human interaction involved in sales, nowadays, happens in the account management capacity, solving any problems and following up on the needs of specific clients.
The more traditional sales methods have been exchanged for marketing and advertising campaigns conducted through the Internet, TV and printed ads.
The point of an Internet marketing and advertising campaign is to get conversions. Conversions mean that a potential client who finds your site for the first time, either through redirection or through a Google search, likes what they see on your site, and then buys products or services as a result of their experience on your site. All the techniques and strategies implemented in the construction, update and maintenance phases of every business’s website, including search engine optimization, consistent content management, pay-per-click advertising, and analytics and statistics, are aimed towards maximizing the conversion rate, that is, the number of potential clients that become actual clients.
But, this in no way means that those lost potential clients that aren’t converted must be considered a lost cause. These are not lost potential customers. In fact, they might consider them a business’s “ace up the sleeve.”
The intricacies of remarketing
The concept of remarketing says that the business or company who did not get a conversion out of a visitor to their site needs to re-introduce themselves to this visitor. Using a number of tools to produce a list of who visited the site and did not buy a product or book a service, the professional can target an advertising campaign to address the needs of those people with the goal of getting them to return to the same site in the future and convert.
There is a significant challenge to implementing the most effective plan. The tool used must not only provide a list of visitors, it must also provide information about what these visitors looked at while browsing your site, whether the site was accessed through a PC or a mobile device, and any possible follow-up searches that were done after the visitor left the site without converting. This kind of information is crucial to fine tuning a set of parameters that will maximize the chances of these visitors returning to the site and becoming satisfied customers.
Remarketing, in addition to regular marketing and the constant search for new clientele, is becoming the new staple of maximizing the revenues produced by selling products and services through an website.
The cheat sheet
The remarketing cheat sheet is a list of steps that can help you maximize the productivity of your remarketing campaign. Search engine optimization has its own cheat sheet, pay-per-click has its own, so why shouldn’t remarketing not have one of its own
Strategy
Whom should you address? Every visitor that did not convert? When? Visitors who checked a specific page? Those who asked for a product or a service that you did not have available at the time? This is the first decision that has to be made. It is required to correctly configure the parameters of the remarketing tool that you will use.
This decision may reveal several areas you can tap into, not just a single one. For example, you can initiate multiple remarketing campaigns each one targeting a different group. It may take longer to configure all of the campaigns, but it may worth a lot more than one generalized campaign.
The remarketing code
This actually places a remarketing tag on your site. You need to create a new remarketing code for the first time and then define lists based on selections after the first remarketing tag has been placed on your site. If you’ve decided on multiple campaigns, each campaign must have a different list defined.
Configure the tag
Information like list names, tag descriptions and membership duration must be inserted into the appropriate tool boxes to properly configure the tag. The success of the campaign will rely on having this information well thought out beforehand.
Link the tag to the code
This will allow access to the remarketing campaigns.
Link the code to the pages
According to the strategy you have devised in step 1, attach the remarketing code to all your website pages. Start with the ones you are probably most interested in promoting them first.
Begin the online campaign
Every tool should be able to navigate you to an option with a label that reads “all online campaigns” or something similar. Enter a new campaign name and make sure to include “remarketing” before you create it.
The ad group
A new ad group should be created within the online campaign started in step 6.
Fill in the ad group
Text and images are the most important feature of every ad group. You cannot insert only text or only images. For best results, you need to include both. Make sure you follow any directions about image sizes.
Link the code to the group
The last step is to include in the configuration file of the ad group the remarketing code or codes of step 2.
This cheat sheet includes nine basic steps that are applicable in a remarketing campaign. For complete coverage of all possible accesses involved, different tools need to be used for social networks and / or mobile devices. All possible online marketing tools should be used for any remarketing campaign to ensure maximum results. Depending on which tool you use, you may be provided with more options like targeting specific age groups, specific gender, price ranges, etc. Browse through these options and click on those which may provide you the opportunity to target even more specific audiences.
Remember to use the statistical and analysis information provided by the remarketing tool to provide you with evidence of the effectiveness of your campaigns. This information is invaluable when it comes to tweaking your parameters so that you can maximize the revenue generating power of your online campaigns.
While most or all of the processes described so far may be free of charge, some of the tweaks may require a fee. All the good tools will provide you a cost-effect ratio. These records show how much the remarketing campaigns cost and what value they can provide for that price.
Why go through all the above?
Some may question the necessity of implementing a remarketing campaign. Others may question the importance of its results. Others may consider the idea a waste of time and effort.
Let’s talk a bit about what you stand to gain out of all this.
Your sales policy
One of the major issues that prevents people from converting is the price you ask for your products or services. A good remarketing tool will show you if you are too expensive. This will allow you to change your sales policy which in turn will get you more conversions from newcomers.
While it is understandable not to sell a Ferrari at the price of a Ford, it is also understandable not to undercut quality in favor of more revenue. But it is advisable to modify a sales policy slightly to accommodate and attract more customers.
Wider reach
The point of selling through the Internet is to reach as wide an audience as possible. Campaigns that target new customers, no matter how well configured they are, can reach a maximum number of people. Through remarketing, you can increase this number and reach an even wider audience. The wider your audience the better your chances are for conversions.
Specific goals
When you know that there is a certain amount of people out there who are looking for something very specific, you can address their needs with a new line of products or services. Reaching out to those who have already asked for this line and did not get it in the past is a sure way of getting them to come back to you and convert.
The same stands true if you are in a bit of a bind and need some revenue quickly. There are always a number of potential clients who do not buy the first time around. They’re waiting to see if you are professional enough to get back to them. This in no way makes you a beggar. If you configure your remarketing campaigns properly, it will show potential clients that you care about their business and that you do not consider them as “small fish.”
Timing
This is probably the greatest asset of a remarketing campaign. The ability to become visible to a potential client at the exact time they are more likely to buy products or services. Keep in mind that the vast majority of Internet searches are made by people looking for a fast solution. If a person finds what they need right away, they will not look any further, and will choose the most visible option.
Good timing also provides another advantage. When you address the needs of a customer at the time they actually need you to, those customers become loyal and provide you with a steady stream of revenue. Furthermore, they are more likely to recommend you to friends and family.
While this may be true for both new and old customers alike, a remarketed customer statistically remains loyal for a longer period of time and provides you with more referrals than a customer who got what they wanted the first time around. A loyal customer is worth more than any marketing or remarketing campaign and its respective cost.
Conclusion
The world is changing to borderless commerce. Professionals who want to see their businesses grow can no longer limit themselves to the confines of their immediate location. Even if this is how a business started, it does not mean that it has to remain there. Especially since the competition in every field keeps mounting up, and more and more companies seek a percentage of the pie.
You may think that being able to beat the competition through quality and professionalism is enough. However, this may only be true until a competitor comes along offering the same or even better levels of quality and professionalism. While these must always meet specific standards, it is probably a better idea to create a larger pie than try to satisfy everyone with the same one.
Remarketing gives you the option and the possibility of augmenting your clientele pie. The remarketing cheat sheet provides you the means and the way of doing so. As always, it is a cost-to-result proposition. Can you honestly say that by not implementing the directions of the cheat sheet you will not achieve a much greater result?
If you’re ready to increase your business, this is the go-to option. So, get in touch with us today and let us show you how remarketing can be an essential part of a successful and growing business.
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