This is actually a very powerful strategy in digital marketing, and its purpose is to replicate a basic sales technique that has been used since the sales world even began, and that is the art of “following up.” Remarketing is essentially the digital equivalent of modern day following up. Except instead of you having to call your new clients and ask them if they want to buy, we instead create remarketing campaigns that do all the heavy lifting for you.
We all know by now that selling takes time, and I mean a lot of time. Could be weeks, could be day sand it could even be months depending on your industry, but following up is just one of those things that you are going to have to do in business. According to recent studies, the average sale/conversion occurs between the 5th& 6th follow up attempt. Sometimes it could take longer; every industry is different.
To explain this better I’m going to use a car dealership as an example.
Let’s pretend that you are shopping around for a new sportscar. Your friend happens to mention that the new Subaru BRZ is a great car to buy, so you go on Google and type in “Subaru dealerships near me.” You have three dealerships in your area on the first page of Google, and you visit all of the sites to compare and contrast. Someone calls you on the phone, or someone interrupts you at work, and you have to leave, so you close your browser and go on with your day. You were interrupted while browsing for your next car.
Now out of those three car dealership websites you visited, let's pretend only one of them is doing something called a remarketing campaign. A few hours later, you return home, after dinner you decide to check Facebook, as you are scrolling, right there you see an ad on your Facebook news feed from that car dealership, showing you content about the exact car you were looking at, you click on the post and end up back at the original car dealership website. This is the power of re-marketing. You essentially have a system in place that digitally follows up with your website visitors for you until they are ready to make contact with your staff. Let’s say they get tired and decide to go to bed, just before sleeping they decide to go on YouTube, after they watch a few videos, they see a video commercial on YouTube from the same car dealership. Now the customer is starting to become more and more engaged with this one specific car dealership, while the other three car dealerships are starting to fade in this customers mind this one specific car dealership has creatively and digitally followed up with. Now that it’s the end of the month the customer is going to see one more ad on their Facebook newsfeed that asks the customer to schedule a free test drive at the dealership.
By now this specific customer has engaged with the car dealerships content, trusts the dealership and has a pretty positive impression that this company must be famous in the local area. This is the power of online marketing, by the time the customer arrives at your store, they already know everything there is to know about the car they want, know everything about your company, and now they are looking to transact with your business.
Leveraging online marketing can make your sales team’s job much more easier. Instead of them having to chase after customers and trying to close them, you as a business owner can leverage online marketing and creatively “follow up” with them until they are ready to make a buying decision. Once they arrive at your store, they are much more likely to be in a buying state of mind.
Pay close attention the next time you are shopping around and notice how certain websites will “creatively follow up” with you on multiple platforms. In conclusion, remarketing campaigns can help you make abetter impression on your future customers, help you stand out from the competition and drown out your competitor's message and help you re-capture leads/sales that you would have missed as a result of not “digitally following up” with clients.
If you are looking to have this type of marketing done for your business, get in touch with us, we are always on the lookout for amazing businesses to work with.