10 minute read
Leveraging Remarketing and Retargeting: Strategies to Reengage Potential Customers
By Anthony Milia
Are you capturing the full value from your website traffic? How much revenue are you wasting by not using retargeting and remarketing? Did you know that 26% of users who visit your site without purchasing anything will return and likely buy from you through retargeting?1
According to a study by Ruler Analytics on 14 industries, the average conversion rate is 3.3%. If you do retargeting and remarketing well, you can bring back the remaining 96.7%.2
At this stage in online marketing, where prospective customers are overwhelmed with options, retargeting and remarketing strategies are a must for every stone, kitchen and bath business. This article will show you some strategies that have worked and how to implement them to bring back leads and convert.
What are Retargeting and Remarketing?
Retargeting and remarketing are age-old marketing strategies that have been used for generations and will remain relevant for generations to come for their effectiveness in closing deals.
Retargeting
Retargeting is associated with online ad placements. It is focused on serving targeted ads to potential customers based on their previous online activities. This method uses cookies to follow users across the web, displaying relevant ads based on the products or pages they viewed.
Think of retargeting as those online ads that follow you around after you’ve looked at something on a website. If you peek at a pair of shoes but don’t buy them, retargeting makes sure you keep seeing ads for those shoes on different websites you visit. It’s all about nudging you to go back and buy them.
Remarketing
Remarketing is more broadly used to mean reengaging customers through direct email. It involves sending emails to customers who have left items in their shopping cart or previously purchased, encouraging them to revisit the website, complete a purchase, or check out new products.
For example, if you add those shoes to your cart but leave the site without buying, you might get an email later saying, “Forgot something? It’s still waiting for you!” It’s like getting a little reminder in your inbox to finish what you started.
Understanding the concept is one thing, but mastering the art of using it effectively, especially for your countertop fabrication business, is another. How can you make this marketing strategy work for you?
What are the Benefits of Retargeting and Remarketing for Your Countertop Business?
• Retargeting and remarketing offer a range of benefits for your countertop business, making them crucial strategies for enhancing your digital marketing efforts. Here’s how these techniques can help boost your business:
• Increasing Conversion Rates: Targeting previous visitors enhances the likelihood of converting interest into sales.
• Improving Brand Recall: Keeps your brand top of mind with customers who have shown interest, enhancing familiarity and trust.
• Maximizing ROI: This strategy focuses your advertising spend on prospects already familiar with your brand, leading to a higher return on investment.
• Cost-Effective Marketing Technique: Retargeting and remarketing yield higher conversion rates at a lower cost compared to broader advertising campaigns.
• Enhancing Personalization: It allows you to tailor marketing messages based on your customers’ specific behaviors and interests.
• Building Customer Loyalty: Engages past customers with targeted communications, fostering repeat business and loyalty.
• Segmentation and Targeting Precision: This method uses detailed customer data to create segments based on behavior, greatly increasing the relevance and effectiveness of your campaigns. These strategies ensure more efficient use of marketing resources and help cultivate deeper customer relationships.
Retargeting vs. Remarketing: When to Use Each
Below provides details to help differentiate between retargeting and remarketing, illustrating when to use each strategy effectively:
Retargeting
Definition: Targets visitors with ads after they leave your site.
Tool Used: Primarily uses cookies and pixels for tracking.
Focus: On converting previous site visitors who didn’t purchase.
Content Type: Visual ads displayed across websites and social media.
Ideal Use: Soon after a visitor leaves your site without buying.
Outcome: Increases immediate conversions.
Target Audience: Non-customers who have shown interest.
Remarketing
Definition: Engages past customers through emails based on their actions.
Tool Used: Primarily uses email lists.
Focus: On building loyalty and repeat business.
Content Type: Personalized emails with offers and news.
Ideal Use: Long after a purchase to encourage repeat business.
Outcome: Enhances customer loyalty and lifetime value.
Target Audience: Existing customers.
Strategies for a Successful Retargeting and Remarketing Campaign
We live in a marketing age where hundreds of companies target one consumer for different products. How do you stand out with this strategy? Below is a list of tested and proven techniques for leveraging retargeting and remarketing to bring back prospects who may have forgotten about your business or moved on.
1. Segment Your Audience
Audience segmentation in marketing means dividing a broad consumer or business market into subgroups of consumers based on shared characteristics. These characteristics could include demographic details (like age or income), geographic location, purchasing behaviors, or other psychographic or behavioral criteria.
You can differentiate among those who:
• Visited specific product pages (e.g., granite, marble, quartz).
• Visited your online gallery page.
• Used the quote tool but didn’t submit it.
• Are from a specific region of the country.
• Added items to a wishlist or cart but didn’t complete the purchase.
Imagine a customer named Sarah who is looking to renovate her kitchen. Sarah is in her mid-40s, a homeowner and lives in a suburban area known for its modern home designs. She visits your countertop business’s website, spending significant time browsing high-end quartz and granite options.
Given Sarah’s interest in premium materials, you can send her targeted emails offering special deals on quartz and granite, invite her to an exclusive showroom tour, or provide content about the long-term benefits of investing in highquality materials.
2. Create Dynamic Retargeting and Remarketing Ads
Dynamic retargeting and remarketing involve showing personalized ads to people who have previously visited your website based on the specific products they viewed or interacted with.
If a customer visits your website and looks at granite countertops but doesn’t make a purchase, you can later show them ads featuring the exact granite styles they viewed, potentially with a special offer to entice them to return and buy.
Below are the steps to implement dynamic retargeting and remarketing:
• Integrate retargeting software with your website.
• Segment your audience based on their site interactions.
• Create personalized ads for each segment.
• Use dynamic content that updates based on user interest.
• Set up automated email campaigns.
• Regularly review and optimize the performance of your ads.
• Optimize campaigns for cross-device targeting.
3. Email Remarketing
Email remarketing involves sending targeted emails to people who have previously interacted with your website or provided their email addresses but haven’t completed a purchase.
You could send a follow-up email to customers who received a quote for marble countertops but didn’t respond. The email could include images of completed projects using that material and a limited-time discount to encourage a purchase.
Steps to Implement Email Remarketing:
• Collect email addresses legally through your website.
• Segment your email list based on user behavior or interest.
• Craft personalized email content for each segment.
• Include clear calls to action in the emails.
• Monitor email performance and adjust strategies as needed.
• Automate email campaigns for efficiency.
• Regularly update email content to maintain engagement.
4. Retargeting Across Multiple Platforms
Your customers spend hours on several platforms, so it’s essential for you to engage them where they are most active. By retargeting across multiple platforms like Facebook, Instagram, Google, YouTube and LinkedIn, you can ensure your countertop business stays top of mind.
Here’s how you can effectively implement this strategy:
• Integrate tracking tools like Google Analytics and Facebook Pixel on your website.
• Identify the key platforms where your target audience is most active.
• Create platform-specific ad content tailored to the habits and preferences of users on each platform.
• Launch retargeting campaigns simultaneously across these platforms.
• Monitor and analyze the performance of your ads on each platform.
• Adjust and optimize ads based on performance data and user feedback.
• Ensure consistent messaging across all platforms to reinforce brand recognition.
For a countertop business, this could involve displaying an ad for quartz countertops on Facebook to someone who viewed those products on your website, followed by a similar ad on Instagram and a more professional pitch on LinkedIn targeting business owners for office renovations.
5. Upsell and Cross-Sell Opportunities
For a kitchen and bath business, upselling and cross-selling opportunities can significantly enhance your sales by offering customers additional products. Upselling means offering customers higher-end products or upgrades, while crossselling involves suggesting complementary items like fixtures or backsplashes to enhance their primary purchase.
6. Conduct Comprehensive A/B Testing
Conducting comprehensive A/B testing in retargeting and remarketing allows you to refine your strategies by testing different elements of your campaigns to see which ones most effectively reengage previous visitors. A/B testing helps you know what works and what doesn’t in your remarketing campaigns and here’s how to do it:
• Choose specific elements of your retargeting ads or emails to test. This could be different headlines, images, call-to-action button or promotional offers.
• Develop two versions (A and B) of the ad or email, with only one element changed between them, to isolate the effect of that element on customer behavior.
• Use your retargeting tools to divide your audience into two groups randomly.
• Launch both versions simultaneously to your retargeted audience segments to control external factors affecting engagement or conversion rates.
• Track key performance indicators like click-through rates, conversion rates and overall engagement.
• Determine which version of your ad or email performs better and use these insights to optimize your retargeting efforts.
Regularly testing different aspects of your campaigns can help you better understand your audience’s preferences and improve the ROI of your retargeting efforts.
7. Use Customer Feedback
A significant 91% of consumers think companies should drive innovation by actively listening to their buyers and customers. Incorporating this feedback into your retargeting campaigns can help you tailor your messages more effectively to meet your audience’s specific needs and preferences.
• Collect Feedback: Use various channels to gather customer feedback, such as post-purchase surveys, online reviews, social media interactions and direct customer inquiries.
• Analyze Feedback: Look for patterns related to material preferences, installation experiences, customer service interactions and overall satisfaction.
• Implement Changes: Based on this analysis, make informed changes to your product lines, customer service approaches or marketing tactics.
• Inform Customers About Changes: Communicate with your customers about the changes made based on their feedback.
Retargeting and remarketing are not trends. They are strategies that have been used for decades and remain relevant. There’s a reason successful businesses haven’t let go of this practice. You, too, can use the techniques mentioned above to experience improvement in conversion and overall marketing.
Conclusion
Retargeting and remarketing are essential strategies countertop businesses can use to reengage potential customers and enhance conversion rates effectively. Segmenting audiences; creating dynamic, personalized ads; and engaging them through strategic content marketing can foster lasting relationships and drive sales.
Anthony Milia owns Milia Marketing, an award-winning digital marketing agency specializing in solutions for kitchen and bath dealers and fabrication companies. They help clients build brand awareness, improve lead generation, boost sales, increase audience engagement and enhance customer retention. Anthony’s approach has consistently raised the digital marketing standard, helping companies distinguish themselves in this competitive market. He is also the acclaimed bestselling author of Marketing Magnifier, an actionable guide to effective marketing strategies. Schedule a consultation by visiting www.miliamarketing.com/discovery.
References
