How To Leverage Remarketing and Retargeting To Keep On Winning the ZMOT

display_advertising_in_digital_marketing_services_Greenville_SC.jpgSo you implemented a content marketing strategy and you’re starting to catch your prospects at the Zero Moment of Truth. The problem is, your product or service is a big purchase, and it almost always takes a prospect several months to choose a vendor… or even reach out for some information.

What can you be doing in the meantime to keep your brand top of mind with a prospect who is in the beginning stages of research? They’re not ready to be sold to, and they haven’t even downloaded any of your premium content. In fact, they may not have done anything more than visit your website and look around a little bit. 

Integrate Display Advertising Into Your Digital Marketing Strategy

Web technology now offers you the option of continuing to engage with customers who may have moved on to other sites after visiting your webpage. Two key trends that are making waves and providing immense benefits are: remarketing and retargeting.

Web technology now offers you the option of continuing to engage with customers who may have moved on to other sites after visiting your webpage. Two key trends that are making waves and providing immense benefits are: remarketing and retargeting.

Retargeting Explained

Few users are likely to convert on their very first visit to your website. Most will continue searching other sites for more information. The retargeting method can be used to try to engage prospects who visited your website once but did not check out. 

Their visit to your website ensures that they know about your brand. Now you leverage that familiarity to continue serving display ads about your business on other sites they visit. This continuous exposure to your brand across multiple websites increases brand recall and reinforces your credibility.

All you need to do to enable this is to place a Java script within your HTML coding. Some retargeting best practices include:

  • Ensuring a clear call to action in all your ads
  • Serving ads based on clear visitor segmentation
  • Focusing a single product or service line through each ad
  • Understanding the criticality of the service being researched and accordingly adjusting the frequency of display

Remarketing Explained

This particular trend goes a step further. The third party information you gather via the cookies is dropped into various systems to track the online behavior of your prospects. Now, with remarketing you take advantage of first party information you may have gathered about those users to conduct focused digital campaigns.

You can leverage direct marketing mechanisms, such as email to target customers who come to your website but leave without completing an action. Remarketing attempts to convert such prospects through marketing mediums that extend beyond online behavioral tracking. This makes it imperative that you make remarketing an integral part of your overall digital marketing campaign. It can help you:

  • Analyze online insights and combine it with existing data to reach out to customers
  • Deliver targeted display ads
  • Convert prospects who are still unsure about making a purchase decision
  • Localize your campaigns to win new customers in your area
  • Ensure high brand recall by leveraging multiple mediums
  • Improve brand credibility and customer loyalty

If you're serious about business growth, you need to get serious about lead generation and nurturing. If this is a weak spot for you, help yourself to our free e-book, "The 30 Greatest Lead Generation Tips, Tricks, and Ideas." It's full of helpful best practices to help you get on-track to meeting your growth goals.Lead Generation Tips, Tricks & Ideas

 

Posted by Doug Fowler on February 13, 2018 in Internet Marketing, PPC Advertising, Digital Marketing | 0 Comments