Businesses both large and small have increased access to analytics and can gain more perspective on consumer behavior than ever before. The findings from this data helps organizations craft ads specifically targeted to prospects and converts.
Just a few years ago, only larger, data-centric organizations were able to invest in data mining, but small businesses across all industries now have access to the tracking tools necessary to take advantage of digital remarketing, according to Raj Beri, vice president of WanderWe. Jeni Garret, founder and CEO of The Woodhouse Day Spas states, “According to Google, 96 percent of consumers visit a website without completing the [buy] action, and remarketing helps to encourage those lost conversions to come back. It is great for small business owners because it has a lower cost per acquisition, so with the impression conversion rates, you are able to move people through your sales cycle faster and for a much lower cost.” The conversation does not need to end when prospects leave the site. Keep it going with some helpful tips.
1. Go Multi-channel.
The campaign should run across multiple channels. People online can jump from FaceBook to YouTube and more in less than a second. It is important to grab them where they are and this means incorporating a multichannel approach to target your audience. Most are on mobile devices and this is an important element to factor in when creating your strategy. The Millennial generation divides their attention across multiple channels and are have the largest purchasing power since the Baby boomers. Tarc Business Review reveals that 71% of Millennials use social media networks daily and spend over 5 hours daily on social media platforms. They are not spending all of that time on a single channel. Ads need to be where they are.
2. Segment Lists.
Tailor your remarketing efforts with segmentation. A segmented list allows business to respond to the drives of leads at different stages of the conversion process. While some need further information, others may have simply abandoned the cart. This person was just about ready to purchase and then left the site. Reengage them with a different ad that speaks to where they were.
3. Test and Adapt.
Run tests periodically. Even though there are expected standards that should be followed, there remains some guesswork involved in how it all applies to your audience. Phrasing, calls to action and a specific motivation within a subset of a target audience can alter the outcome of a campaign. Learn what works and appeals to different types of leads. Remarketing advertising can bring in more leads to your website but the website needs full functionality to keep their interest.
Regularly audit your website. Landing pages need to perform well with calls to action that have high conversion rates. If you notice a high bounce rate in an area, it’s time for some copywriting magic. The best ads in the world cannot help a website that is poorly constructed, lacks responsive design or has reduced functionality. Viewers don’t want to wait for pages to load or find out that internal links don’t work. They had better be able to view everything necessary on any gadget that allows for such. This oversight is a sign of being unresponsive to their needs and no wonder they leave for the competition. Analytics and A/B testing of ads and pages allow businesses to understand what messages call to their audience and develop ways to engage them along the different stages of the conversion process.
Go broad with the exposure of remarketing ads but go deep with your message and testing to hit a home run with your online sales.