If your organization already works with digital marketing or is present on the web, you must have heard about or even come across a remarketing action. But, after all, how does this tool work in practice and why should it be included in your business actions?
What may be new to some people is far from it. Basically, all current digital marketing strategies use this feature as a tool to achieve better sales results.
So what does it really mean and why is it considered so important? To help you with this issue, below, we explain what remarketing is and how important it is in a company’s sales strategy. Check out!
What is remarketing?
Remarketing means marketing again to the same user. In practice, this concept has turned into a powerful digital marketing tool to spread ads to people who have already shown interest in a particular product or service.
Remarketing ads can be served on different web platforms such as websites, blogs, social networks and even email. The main intention of this strategy is to generate an even greater impact on a user from a second contact.
In general, the process happens as follows: after searching for a particular service, registering for a newsletter or even placing a product in an e-commerce cart, the consumer is “tagged”. From there, the tool sends ads and calls that lead you to complete the purchase.
Why is he important?
Remarketing is an efficient tool for online campaigns and actions. It is able to promote a certain brand and, consequently, stimulate and boost sales on your website. That is, with this type of strategy, it is possible to boost the ROI of your business, regardless of size or segment.
One of the main benefits of remarketing is that it delivers the right message to the right people at the right time. By reaching customers who are most likely to buy your product or service, this tool greatly increases the chances of conversion .
In addition, managers can still create their ads quickly and conveniently, segmenting the public according to the profile of their customers and increasing the visibility of their ads according to the resources invested in.
What are the advantages of remarketing?
At first, as we have already said, the objective of this type of strategy is to reach potential consumers again, but who, for some reason, did not advance in the digital marketing funnel . However, some other benefits can be evaluated with the use of remarketing.
There are a number of factors that are linked to the non-completion of a purchase. That means it’s not necessarily because of your business or solution. With remarketing, we continue to feed that potential consumer and, consequently, we are present in his mind.
Increased conversion opportunities
One of the great challenges of digital marketing is to face the obstacles that restrict the lead from becoming a consumer. In this sense, remarketing helps to break down all the barriers that they may have until the moment of actually becoming a sale.
Greater audience reach
Another striking advantage of remarketing is the expansion of people impacted by your ads. By following certain strategies, it is possible to increase the reach of the public and, consequently, boost your sales opportunities.
What are the types of remarketing?
When we talk about remarketing, the first thing that comes to mind is the Google ads model. Although this web giant’s cookie system is the best known and used by the vast majority of managers, there are still other models that can bring efficient results to your business.
Since 2012, Facebook has been working with its own remarketing platform. Unlike Google, which publishes ads on several partner sites and blogs, on the social network, the campaign is displayed directly in the users’ feed, usually in a reserved area on the side of the page.
Furthermore, remarketing can still be used in email marketing campaigns . In this model, it is possible to remember items that were abandoned in carts, publicize exclusive promotions, among other actions that seek to reactivate your customer base and encourage them to purchase.
How to run a remarketing campaign?
So, we saw throughout the text that remarketing is essential for anyone looking to expand their operations and generate new revenue. But in fact, how to put the idea into practice? It can be done in different ways, on different channels.
From the collection of data from your current campaigns, such as Facebook ADS and Google ADS, we generate insights that will be inputs for executing remarketing. Pixels and tags provide the moment when leads gave up and did not advance in the consumption journey.
With that in hand, we can create new campaigns, specific to these specific audiences. The idea is to test different texts, different ads. Another positive point is the possibility of combining your remarketing with other digital marketing strategies, such as inbound marketing. Want to know more? So come with us.
How to combine inbound marketing with remarketing?
Inbound marketing and remarketing today are considered one of the fundamental practices for digital business. This is because they are carried out from data and insights that are easy to analyze and with expressive results.
The first practice is adopted from nurturing leads until they are invited to become consumers. This effectiveness will be made from Call-To-Actions (CTAs) , such as a registration landing page, for example.
However, when that moment is not effective. We can invest in remarketing ads, which will reinforce your solution to the target audience. This will allow it to be bombarded with new content, which reinforces your brand and, consequently, stimulates sales.
Furthermore, we can consider the reverse. With a search network campaign, for example, when doing a search on a certain keyword, we generate data about those interested parties who came to access your page and even interact with it in some way.