You might already have thought about why Coca-Cola still advertises.
Coca-Cola spends an average of $4 billion each year to remarket its drinks to consumers globally.
Can you name someone who has not heard or used its brand? Are they still advertising just because the company has a vast budget and does not care about $4 billion each year?
Remarketing is no longer only for huge brands.
Thanks to the new advances in website design technologies coupled with the help of giants such as Google, Facebook, and Linkedin; Even local small businesses and individuals can leverage remarketing to grow their brand awareness and customer sales.
The goal of remarketing is to make people think about you one more time.
In this article, first, we explain why you must consider remarketing in your marketing strategy, then show you 4 powerful and effortless approaches that you can add to your marketing campaigns to get the best ROI (Return On Investment) out of your website.
Get ready to lose if you are not taking remarketing seriously
Are you wondering why you should use retargeting as an essential part of any marketing strategy?
A study by Mailchimp shows that around 97% of visitors leave without purchasing any product or service, and they never return to a website. This statistic means losing 97% of your advertising budget when getting new website visitors, as they leave and never come back.
Another study in Harvard Business Review demonstrates that marketers who use remarketing for customer acquisition can see an ROI of up to 15x.
Barilliance states that returning visitors to an e-commerce website add 65% more items to the basket than first-time visitors.
In a survey by IAB, retargeting is the primary tool of 70% of marketers to increase brand awareness.
Similarly, another research by PR newswire shows the influence of retargeting ads on brand awareness by analyzing business name searches which have increased by about 1,000%.
The CEO of Alienlead, a web design and SEO agency in Greater Toronto, states that searching your brand name directly in Google is one of the most valuable metrics in SEO that improves your website’s ranking in Google search results very fast.
But how can you build a robust remarketing strategy?
4 most effortless ways to boost your returning visitors rate
If you have a website, and you do not have any strategy to make your first-time non-buyer visitors into loyal customers who buy from you recurrently, start with one of the following approaches and then slowly add up all of them.
1. Build a customer loyalty program
A loyalty program is usually like a game with rewards that motivates your customers to buy from your brand continually instead of a competitor.
For example, a restaurant owner can build user accounts for each customer and provide rewards if they continue to come back to the restaurant.
If a customer comes back to your restaurant in the next month, the fries would be free for her. If she subscribes to buy once a month, she gets a 10% discount on all the meals. Do you see the power of these simple strategies?
Not only is it going to boost your revenue quickly, but also your customers will be a lot happier for having an enjoyable experience.
They engage with your brand, the satisfaction of your service will increase, and slowly they become a loyal customer.
They choose you compared to your competitors without thinking, and it would be a tough decision for them to try another brand.
There are many different loyalty program strategies you can use or come up with to boost your revenue. You can find some examples of loyalty program strategies written by Zendesk.
2. Leverage retargeting paid Ads
You can add a tracking code to your website, provided by Google, Facebook, Linkedin, or any other retargeting platforms to be able to show ads to your website visitors across the web.
The ads can be displayed anywhere, from Google search results and banners on various websites to Instagram, Facebook, Youtube, Linkedin, etc.
A retargeting ad can be powerful because you can display particular ads to specific customers.
For example, if someone visits a page of your website about Oshawa web design agency for dentists , you can target the same user and show her a case study of designing a profitable website for a dentist in Oshawa. Or if someone leaves your website in the checkout page to buy a specific product, you can display an ad offering a limited time discount on the same product.
The ads are usually PPC (Paid Per Click), and you have to pay only when they click on your ads and visit your website. Even people who do not click on your ads will see your brand, increasing your brand awareness.
More people start to search your name in Google, therefore your website gets significantly higher rankings in organic search results too.
3. Build a targeted email list
To retain your website visitors and make them come back to your website, you need to be in constant touch with them.
How can you find people who visited and left your website if you don’t collect their contact information? They will hide on the internet, and you will not have a second chance to get their attention to buy from your business.
Therefore, simply collecting their emails in return for a valuable asset/offer enables your business to be in contact with them for many years, instead of just a few seconds looking in your website.
There are many ways to collect visitors’ emails on your website. However, the most efficient ones are:
If you have an e-commerce website that sells physical products, simply offer a discount and ask for their emails.
If you provide a service, create a practical and comprehensive pdf book that guides them to do the same service by themselves. Most of the time, people do not do the entire service by themselves, and by providing a comprehensive educational guide, you become more trustworthy and will be seen as an expert for that service.
4. Build your social media presence
Many small local business owners have difficulties about whether they should invest in growing a social media page or a website.
But why not both?
On the one hand, a website has a higher conversion rate than a social media page, and on the other hand, a fabulous social media presence makes people see you once in a while and engage with your brand
If you want to increase your return visitor rate to your website, make sure to motivate them to follow you on social media.
A study by Monsterinsights shows that social media drives about 31% of traffic to websites.
Create a Facebook, Instagram, or Linkedin page and let your website visitors have a social media page by designating a section of your website or using a popup or modal to get their attention.
You might tell your visitors you only offer some specific services or discounts if they follow you on social media, or you might post small educational content that guides them to achieve their goal.
Also, it would be the best option if you make videos and show your brand on Youtube. Video marketing builds trust, engages fast, and boosts your credibility.
To Conclude
Having a robust strategy for returning your website visitors is necessary for businesses to thrive.
Remember, 97% of the visitors leave your website not because they are not interested in your service/product. They just need to warm up a little more with your brand name and engage with your business.
You should not expect a stranger to purchase your product or service, especially when the price is high. By sticking to only first-time visitors, you are gonna lose the majority of your potential loyal customers.
