4 reasons to consider implementing remarketing in your digital strategy

Remarketing by sharing your advert with previous visitors is a fantastic way to generate more interest and make your products or services known. Google’s remarketing strategy works by placing a cookie onto the machine of someone who has visited your website, so that next time they browse online on pages that are part of the Google Display Network, your advert will appear.

Similarly, this can be done through email marketing, following up those who have visited your site by sending them a personalised email. This can be done automatically and is a cost-effective and time-saving way to reach out to a greater audience. Here are 5 reasons why you should consider implementing remarketing in your digital strategy:

#1 Promote your company

Essentially, remarketing is a great way to give your company maximum exposure. The second or third time that each person sees an advert, they are more likely to recognise it and visit your site again. Sending an automated email at a set time after the person has left your site is a great way to promote your company to them again – whether it’s to give further offers to them, remind them of what they were looking at before, or suggest services or products that they may be interested in. This not only brings more traffic to your site but makes it easy for them to browse what’s available.

#2 Increase clicks and boost conversion

Often, when a prospective customer sees an advert a number of times, they’re more likely to make a purchase or sign a deal. Repetition of advertising is an effective way to increase conversion, and remarketing is the simplest way to ensure maximum exposure to your company.  Once a lead has clicked through to your site via a follow-up email or remarketing advert, they’re closer to completing a sale. It also makes it easy to browse further services available on your site, providing an opportunity to increase the value of conversion.

#3 Target specific customers

Remarketing is primarily effective as it targets those who have previously visited your website. This means that those seeing the email or advert are likely to already be interested in what you have to offer, and could have considered buying your products or services already. You may already be familiar with this in a B2C environment with “abandoned shopping cart” emails.

In the B2B environment, you can achieve similar through lead scoring and marketing automation. You can set up personalised nurture campaigns with controlled delays, sending further information about the products and services they were looking at on your website.

#4 Maximise ROI from spending

Remarketing tools allow businesses to control their costs. They can measure which emails and adverts are the most effective, by seeing which links have been clicked on the most, and how many of these have resulted in sales. This helps you to tailor your strategy according to what is giving you the best ROI. Over time, this will make it easier to allocate marketing budget efficiently, targeting the campaigns that most appeal to your customers, and using these to optimise further remarketing campaigns.

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