When people land on your website, it’s because they’re curious about your business and the products or services you offer. However, many visitors are just browsing, get easily distracted, and click away quickly. Even with the most attention-grabbing website and highly compelling content, it’s not likely you’ll land a buyer who’s just stopping by for the first time.
Even if you’ve piqued their interest or enticed them to join your email list, the first website visit is only the beginning of a developing relationship with each website visitor. But once someone has shown interest by visiting your site, wouldn’t it be great if you could remind them why they should return? Well, thanks to remarketing (a.k.a retargeting) ad campaigns, you can do that.
If this is news to you, I can assure you that you’re already familiar with remarketing and you encounter it every day. Have you ever noticed how when you’re shopping for a new pair of boots online or researching that gadget you’ve been geeking out over, you suddenly start seeing ads for that exact item everywhere you go on the web? That’s remarketing at work.
Remarketing isn’t new. It’s been going on for years. However, in the past few years the tactic has become far more prevalent, and we’ve all come to expect and even welcome it. At one point, you might have thought remarketing was an odd coincidence until you eventually recognized it for what it was — a clever technology-driven marketing tactic. The company whose ads keep popping up wants to make it easy for you to buy something that already caught your attention.
You might think to yourself, ”Oh, yeah. I haven’t registered for that conference yet and I’m about to miss the early bird special. I’m glad this ad reminded me.” Or you might think, “That’s right! I do deserve that massage I’ve been putting off. I’m going to go ahead and make an appointment now.”
So rather than getting bombarded with ads that are of no interest to you, remarketing campaigns serve as helpful reminders. Which is why, from a marketer’s perspective, you want to look at setting up your campaign that way.
Retargeting is a powerful digital marketing technique, and Facebook (as well, as Google AdWords, but we’ll save that for another time) has made it accessible and affordable for savvy small business advertisers like you. Stay tuned, and I’ll give you 5 tips on how best to take advantage of what they offer: Continue reading