Your brand is an enormous asset. While the ultimate goal is to convert the sale, it is a battle won when someone comes into contact with your brand. Anyone who clicks on a PPC ad, scans a piece of direct mail, or filled out a form on your site is someone who can be marketed to again, and if you have done your marketing research correctly, they will welcome the message. While it would be great if everyone bought something when they visit your page, the reality is, very few of them do. Fortunately, strategies such as retargeting and remarketing give you more opportunities to reach these customers.
Remarketing and retargeting are undoubtedly similar and they certainly sound the same. They both target audiences that have already visited your site, engage people who are most likely to make a purchase, and increase brand awareness through recognition. But for paid advertising, there are distinct differences between the two. This blog will take a closer look at retargeting and remarketing and how they are important tools that help you market to customers already in the buying cycle and who have shown interest. To start off, let’s define both terms.
Retargeting refers to online ad placements and display ads that target users who have interacted with your website. Say a customer browses your site and clicks on a few products or takes a specific action. A cookie is set in their browser, which acts like a tag that identifies them from other users. This tag enables you to retarget the customer with interactions once they leave your site, such as display ads for your products that trigger when they visit other sites. These ads are based on products they interacted with but didn’t buy, the avenue they used to find your site, or people who have filled out a form on your site, but either didn’t submit it or haven’t responded to emails.
Retargeting campaigns put your products and services and, more importantly, your brand, in front of interested potential customers. They have proven to result in higher engagement and more conversions.
Did you know that you can also retarget to website traffic with a Direct Mail postcard?
Visit https://presortinc.com/direct-mail-services/retargeting/ to learn more.
The purpose of email remarketing is to attract customers back to your website. This is a customer that most likely has either purchased something from you in the past or nearly did. A prime example of this is shopping cart abandonment. A user goes to your site, browses around, puts items in a cart but never makes the sale. This behavior can result from financial worries to simply forgetting they did it. Putting something in a cart is the highest level of interest in your product and remarketing serves to reconnect with this customer and remind them of past interest. Remarketing is a reminder to the customer that they had interest but how it differs from retargeting is through personalized email. Part of the remarketing strategy is the approach used when emailing the customer. If you don’t have a clear plan, you can turn people off to your marketing efforts. Great examples of remarketing emails include:
- Cart abandonment reminders
- Personalized emails letting customers know when items were on sale
- VIP customer appreciation emails with special offers
Target traffic on your website with a direct mail piece – Organic web traffic is great, but the right direct mailing campaign can combine the information on your site with an attention-grabbing mailer that is in their hands 3-5 days after they visit the site.
Remarketing is all about relevancy and personalization. When you connect to a customer by solving a need with a personalized email that includes a clear call to action, you will enjoy a higher conversion rate.
The overlap between the two has blurred in recent years, but they remain distinct strategies used to target customers in different phases of the buying process.
However, the shared goal is to increase conversions by reminding potential customers and allowing for more specific upselling and messaging.
What customers don’t appreciate is spamming. Email is a highly personalized avenue to a customer, and if a marketer abuses this access by filling a customer’s inbox with useless emails, the customer is lost, maybe forever.
Presort Inc. may be a direct mail marketing provider, but we are much more through our use of technology. Our goal is to deliver the tools your business needs to develop an omnichannel marketing strategy that combines retargeting, remarketing, direct mail, and social media to get your message out there and your brand noticed.
How healthy is your marketing strategy? If you own a small or medium business, call Presort Inc. today. You have limited opportunities with every customer, and your marketing strategy should be tailored to making every interaction count. Presort Inc. is your resource for developing a more intelligent marketing strategy; let us show you how easy that can be.