Small business owners and managers have a lot on their plate. So we know you don’t have the time or money to take on any other marketing strategy unless it’s a sure winner. That’s remarketing. Some statistics show that remarketed visitors are as much as 70% more likely to convert. That means remarketing is one strategy every small business should adopt. But what is remarketing exactly? Let’s break it down.
Don’t Let Visitors Pass You By!
Most first-time visitors to your website will leave without taking a next step (requesting a quote, filling out a contact form, downloading a form). So how do you remind them about you, and all the good stuff they left behind, after they surf away? Enter, remarketing for small business.
Remarketing, sometimes called retargeting, means keeping track of what people do on your website and then designing targeted ads for certain visitors. For instance, what happens when a soon-to-be hot tub owner is just starting their hot tub research and they land on your site but they aren’t ready to make an appointment or come into your showroom to learn more? After a while, they’ll surf away to another site, go to sleep, or get busy with other things.
What about when they’re ready to do more hot tub research? If it’s been a while, or they looked at some other hot tub sites, they may not even remember which website was yours. Remarketing is the tool that will pull them back to your local spa store when they’re ready to start their search again.
How Does it Work Exactly?
You’ll place small files called pixels on your website (we handle all of that kind of stuff for you if you’ve already chosen The Get Smart Group as your partner!). Those pixels watch for your website visitors to do certain things, like leave the site without filling out a form, and then later, while they’re browsing the internet or social media, a specific ad is triggered.
For example, if someone stops midway through filling out the form to request a brochure, a pixel can later send them an ad offering a free ebook or one that highlights the relaxation benefits of hot tubs and gives them another chance to download that free brochure.
There’s a wide variety of parameters to choose from. And you can really customize retargeting to fit your business and your customer’s needs. For instance, you could remarket chemicals to customers who have already purchased a hot tub every month or quarter. With remarketing you can set ads to appear at a later time, or when specific conditions are met, like maybe if the visitor searches for any hot tub related terms on google.
Target Your Customers Where They Are.
Google and Facebook have billions of users each day. While you can set good parameters to hone in on who to cold target at the top of the marketing funnel, you want to treat leads who have interacted with your company differently, right? With remarketing, you can start building a relationship with your potential customers right where they are.
So, if they’ve spent a few minutes on a product page, you can send them one specific ad while they’re browsing Google. Then, for the person who looked at your chemical page, you can offer a coupon through a Facebook ad. With remarketing, you have a variety of options. Here are a few of the most common:
- Social media ads for people who visited your site
- Google display ads for those who visited your site that will pop up as they are browsing other sites around the internet
- Search ads for those who visited your site. These appear when those previous visitors enter certain search terms on Google, Bing, or Yahoo!
- Ads for people who engaged with your brand on social media
- Ads for a custom list that you upload
- Video remarketing on YouTube
Have we convinced you yet that remarketing for small business should be a part of your marketing strategy? It might sound complicated, but when you work with The Get Smart Group, we’ll set up remarketing campaigns for your website and social media visitors that will run in the background. So, you won’t have to do any of the work — you’ll just notice more conversions! If you’d like to know more, schedule your Free 30 Minute Marketing Consultation!