I’m an introvert so shopping in the mall is sometimes difficult for me.
Most of the time, I go into shops just wanting to look around. But then within 5 seconds, I see salespeople in the store look at me and walk towards me. I start to feel pressured and a lot of times I just end up leaving the store.
But that’s just me.
With online shopping, people like me don’t have to deal with people following me around as I browse the store. But once you leave the online store, that’s when they follow you around.
You may have experienced this if you’ve ever browsed hotel rates online or shopped on sites like Lazada or Zalora.
This is what is called remarketing or retargeting. I prefer the word remarketing.
In this article, we’ll share with you what remarketing is and more importantly, how you can use it for your business.
What is Remarketing?
Remarketing is the process of reaching out to people who have interacted with your business in any way. Whether it’s to purchase from you, visited your website, interacted with your Facebook Page, etc.
Here’s a parody video which shows remarketing at work:
In my eyes, there are 3 main classifications of people in relationship with your business.
The first group contains the people who don’t know about you or your business at all. In essence, they don’t know your business exists yet.
The second group contains the people who know about your business in any way, whether just off name recognition or the people who follow and support you on social media religiously, but have not made any purchase of your product or service. These are the people who are just either not yet ready to buy or who follow your brand because of the value you bring through advice and or entertainment.
The third group contains people who already purchased from your business.
If you take a look at these three groups and relate it to your business, you can see that usually, we tend to talk to these three groups differently.
For the first group, our intention is to get them to know our business and our services. For the second group, we talk to them about our product to convince them to buy again. And for the third group, our intention is to get them to buy again and advocate our products and services.
Remarketing makes it possible for businesses to reach out to the second and third groups and craft specific messages and offers to these groups depending on their level of interaction with your business.
This is very powerful for your business because the second group holds people who have already shown some level of interest on your product or service and it is much easier to sell to them rather than trying to sell directly to someone who doesn’t even know you.
How is Remarketing Set Up?
In Facebook advertising, remarketing is set up with the help of Custom Audiences.
Custom audiences are groups of people defined by how they interact with your website, Facebook page or app if you have one. You, as the advertiser, have the ability to set up the definitions yourself.
We’ll go in depth with custom audiences in a separate post but here are examples of simple custom audiences you can create for your remarketing campaigns:
- People who visited your website
- People who visited your product page
- People who checked out but did not purchase
- People who purchased
- People who engaged with your posts
- People who messaged your Facebook Page
- People who viewed your videos
To set up these campaigns, all you have to do is target the specific custom audiences you want to speak to in the ad set level.
In this example, we are running remarketing ads to people who have visited our website and engaged with our page but have not purchased.
Actual Uses of Remarketing
The most common use of remarketing campaigns is to get users to complete an action such as to purchase. This includes what we usually see with online travel agencies like Agoda and Booking.com. You’re basically following the people who viewed your products and saying “Hey, I noticed that you were checking out this hotel but you didn’t end up booking it. It’s still here if you are interested.”
This is helpful and effective because oftentimes, we just browse for products but we’re not completely ready to buy. It’s not that we aren’t interested. It’s just not the right time. I might be at work or I might not have my credit card information with me at the moment.
It’s also becoming a trend where users browse on their mobile device but are much more comfortable making purchase decisions using desktop computers or laptops.
People’s attention spans are short especially with the plethora of information and content online. So if you do not run remarketing campaigns, you risk losing the attention of your potential customers.
A related use of remarketing campaigns is for cross-selling. Cross-selling is when you promote other products which you feel are relevant to your customer based on what he or she previously bought.
The message here is more of “Hey, you bought these yesterday. If you like those, you might be interested in these too.”
This is a good strategy to employ especially if you have a wide range of products. These types of campaigns cater to the third group of audience we talked about earlier.
If you have a blog, you can also use remarketing to craft offers to people who read your blog or even just one specific blog post.
Let’s say you have a popular blog post on how to pace yourself when running a marathon. If you have a product related to this blog post, you can run remarketing ads specifically to people who have read this post.
There are numerous ways to use remarketing for your business. It all depends on how users interact with you. Use remarketing to craft specific messages for people depending on where they are in the customer journey.
Not sure of how remarketing can work for your business? Reach out to me and I’ll be happy to help!
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