When it comes to remarketing of any kind, it’s crucial to start with ‘why’ you are doing it – considering only ‘how’ you are going to go about it will never get the results you want to achieve. Marco Volpe revealed that shockingly, up to 92% of potential buyers will add products to the shopping cart on your website and then leave your site without completing their purchase. That’s a massive number of potential sales that aren’t turning into conversions.
But that doesn’t mean you have to lose your customers forever. Instead, you need to discover more creative ways of getting them engaged with your brand and products or services, and back onto your website and into the conversion funnel.
It’s a well known fact that display remarketing often doesn’t convert in itself. Paid search marketing gets straight to the point of what the customer wants more effectively, whilst display ads are often used more for awareness-building than conversion driving. So what if there was a way that display advertising could build awareness AND drive conversions?
Less Is More
You don’t need pictures and a thousand words to convert – you only need the words that are actually going to convert. Keep it simple, and your customers are able to grasp your brand or marketing message much more quickly, and are therefore more likely to click on your ad.
More often than not, a remarketing strategy will use banner ads showing the same messages and images. Customers become accustomed to seeing these ads, and rather than creating a sense of urgency it could do the complete opposite and actually put them off revisiting your site. As Marco pointed out, “what we do online echoes in eternity”, so it’s important that your remarketing remains dynamic and keeps up with the way your customers are interacting with your brand. Showing them ads featuring images of products they’ve recently viewed, or directing them back to a page on which they’ve visited but not completed a form can be a highly powerful way of remarketing. But how can we go about this?
Google Analytics is your friend
Using the ‘Audience Definitions’ section in Google Analytics, you can create highly specific custom segments of your already engaged users and use these massively to your advantage in remarketing campaigns. Not only can you create custom audience segments, you can also create custom dimensions for these segments which gives you even greater control, including everything from what language they speak to the way in which the weather forecast could influence their conversion decisions.
Once these small segments have been created, ‘similar audiences’ can be applied which enable you to reach even more potential customers. Normally, ‘similar audiences’ is something that marketers treat with caution, particularly when we are trying to retain as much control from Google as possible. But in this instance, our audience is so specific that we’re able to give a little control back to Google – and as Marco Volpe demonstrated, the results can be very rewarding.
The most important question
As marketers, we’re constantly asking ourselves all sorts of questions: Is my price low enough? Is my product reliable enough? Do I offer enough features? Am I on the right social channels? Am I promising enough?
But the most important question we should be asking ourselves is “do my customers trust me enough to believe my promises?”
Out of all the customer sale objections, be it consumer need or desire, trust in the product, lack of money or urgency to convert, Marco found that trust is the most important of these. By using dynamic remarketing to first understand your potential customers, marketers are then able to prove to our customers that we understand them and convince them to trust us. Whether this is through customer reviews or testimonials, case studies or adding trust signals on your site can be the biggest conversion convincing tool at your disposal.
This post is one of 27 in our Brighton SEO 2017 collection
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