Deciding Whether Or Not To Use This Effective Online Marketing Strategy
What is remarketing?
As discussed in our previous blog post, remarketing, also known as retargeting, is an effective online marketing technique used to track the behavior of visitors to your website. It’s an invaluable tool which enables website owners to reach out to visitors who have already shown an interest in their products and or services.
What are the “pros” of remarketing?
There are many pros. Since 2010, with Google AdWords’ introduction of remarketing to their display network, it has proven to be a strategy with a high ROI. Studies have shown that the usage of retargeting, can be so successful in encouraging a visitor to return to your website, that they are up to three times more likely to click-through, than a web user who has never visited your website. Website visitors who are retargeted with ads are also up to 70 percent more likely to convert to a sale on your website.
Another plus of adding remarketing to your online marketing toolbox, is that it can be used for a number of different outcomes. For instance, it’s a tactic generally used to encourage customers who visited your website to return and finalize a purchase. But remarketing can also be used to encourage past customers to return to shop again and again – thus, increasing customer loyalty. It also gives you the opportunity to up-sell your customers on new products or higher pricing tiers, or cross-sell different products to your existing client base.
Remarketing is also a useful tool to maintain customer satisfaction. Similar to non-web marketing strategies (such as direct mailings targeted to frequent shoppers), with retargeting you can offer discounts or coupons to your valuable repeat customers.
The bottom line is that remarketing is a powerful strategy, some experts believe that it can increase an online marketing campaign’s results by close to 400 percent.
What are the “cons”?
While remarketing is a powerful tool, it has some drawbacks as well. It can be an annoyance to the internet surfer to be bombarded with the same ad repeatedly simply because they visited a particular site.
Visitors to a certain website may wonder how their browsing has resulted in an ad for that is now “following” them all over the internet.
The good news is the benefits usually outweigh those few individuals whom it may aggravate.
Is remarketing the right strategy for my company?
The bottom line is remarketing is a very useful practice for most small to medium-sized web businesses. It provides an invaluable opportunity to keep your products in front of an audience who has already shown interest in what you have to offer.
If you are still wondering whether or not you should utilize remarketing, answering a few simple questions may help you decide.
- Do I want to increase the number of returning visitors to my website?
- Do I want to encourage purchases, not just visits?
- Do I want to maintain customer loyalty?
If you answer “yes” to any of these questions, a remarketing strategy would be beneficial for you to implement.
How can you begin?
Schedule a free consultation with us. Optimum Systems Online has a high level of expertise in this area and is happy to work with businesses of all sizes. Whether you’re a large corporation or a small local company, we can increase activity to your site within your budget.
OSO is located in Danbury, CT. Give us a call at (203) 942-2883 or contact us online.