To be successful in your business ventures, you need to take advantage of every business opportunity. However, customers are not always ready to buy at the first interaction. Therefore, you need to do everything possible to stay in their minds.
In this post, we will show you what remarketing is and what it is for, as well as highlighting the types, when to use it and how to use this practice through different channels, from Google Ads to WhatsApp.
[MANUAL]
How to set up a home studio to record video classes?
In this e-book we teach you step by step how to record your classes at home, but with the quality of a professional studio .
I WANT THE MANUAL
Keep reading!
What is remarketing and what is it for?
Remarketing means “marketing again,” reproducing ads to leads who have already had direct contact with your brand. It helps them not forget the solution and value you offer, amidst the huge amount of messages and information they receive on a daily basis .
This way, you can make better use of the lead capture process, as you don't waste opportunities generated by customers who showed interest but didn't make a purchase.
It works like this: imagine that the lead is thinking about how to learn to play the guitar, found your course for beginners and added it to the cart, but then decided to research more options, arriving at a playlist of tutorial videos on YouTube.
With remarketing, you have the chance to continue the relationship where you left off, reminding the potential customer that your course offers more content, support and extra material, compensating the value of the investment, or even offering a discount or additional incentive to close the sale.
At this point, he can directly compare the proposed solutions and you remain a relevant alternative in the customer's mind, consequently increasing the conversion rate.
Suggested reading: Social media performance indicators
Retargeting vs. Remarketing: What’s the Difference?
Remarketing is widely used to extend the relationship with more qualified leads, who have a greater chance of conversion and have already advanced through the stages of the sales funnel, while retargeting focuses on using targeted ads to repeat an offer to the customer, encouraging them to find out more.
In practice, it can be said that remarketing prioritizes customer engagement and retention, while retargeting is better used for actions that encourage sales and reduce acquisition costs.
They are complementary, there is no way to say which is better, since each one has its purpose according to the objectives set.
What are the types of remarketing?
Remarketing can be standard or dynamic. The former has generalized content and can use user lists created by the advertiser, while the latter is more customizable, with messages created based on customer interaction and the products they have shown interest in.
In addition, we can also divide remarketing between display network and search network campaigns. The display network displays ads on partner sites of the platform, whether Google Ads or Facebook Ads , while the search network focuses on proprietary tools and sites.
In the case of Google, the search campaign uses search results pages, Google Shopping and even YouTube. For Meta, the owner of Facebook Ads, ads can become sponsored posts on the platform's social networks, such as Facebook and Instagram.
Regarding the type of content, they can be:
graphics (static images);
animated (GIFs);
audiovisual (videos);
written (email and messaging applications).
Combining remarketing types
It is also worth noting that these types can be combined to create a more attractive and efficient piece. A static image needs a CTA ( Call-to-action ) button to grab the target audience's attention and encourage them to do something.
The button text needs to be clear, compelling, and germany business fax list transparent. The user needs to feel compelled to consider clicking, while the wording used in the CTA describes exactly what happens next.
This is relevant as it affects the customer experience.
Creating a call for them to return to the product page and enter a discount coupon is an interesting message, but its effect is wasted if the redirection is not well adjusted, throwing them to the home page of your website or another random page.
On the other hand, it is interesting to note that the use of GIFs is increasingly present in marketing strategies. It is a more eye-catching visual stimulus, capable of arousing a certain level of curiosity.
At the same time, it does not require a long loading time or the need to incorporate a dedicated player, as would be the case with short videos.
When to use remarketing?
The right time to do remarketing is when your goal is to stimulate brand recognition and recall in the minds of your audience, or when you want to boost the conversion rate, with incentives to close most of the sales opportunities generated.
In fact, one of the main advantages of remarketing is its ability to make the customer feel special and to establish your products and services among the solutions they consider to meet their needs.
Creating personalized messages and ads can:
give the impression of premium or VIP service;
awaken a sense of urgency in the customer;
make leads perceive new added values to your offer;
improve the fixation and visibility of your business.
Read also: Neuromarketing: learn how to unlock your customer's mind
Remarketing is used to take advantage of the investment and effort made to attract and educate leads, based on actions that demonstrate each person's level of interest and serve to indicate where they are in the sales funnel.
Furthermore, the tool does not let the trail go cold, that is, it prevents the customer from forgetting the information they obtained in your digital environment. To mark this memory, they need notifications and repetitions of the message after leaving your fixed ads behind.
How to do remarketing?
To get an idea of how to do remarketing, it is important to note that each channel has its own particularities. Therefore, we have separated the first steps:
how to do remarketing on Facebook;
how to do remarketing on Instagram;
how to do remarketing on Google;
how to do remarketing in email.
Remarketing on Facebook
Facebook remarketing is done through Facebook Ads , the platform's ad manager, where you can integrate your pages with the group's social networks. To start, it is recommended to load your digital wallet with the campaign budget, and then choose the objective, audience, ad and conversion used.
These ads most commonly appear on the user's timeline or sidebar as sponsored ads. If you take advantage of the social network's features, with an updated page and frequent posts, you can also boost posts through the manager.
Remarketing on Instagram
As mentioned, Facebook Ads is Meta's social media ad manager. Therefore, remarketing on Instagram is also controlled using this tool. You just need to link the accounts of each page in the same dashboard and follow the steps to create your campaigns.
There are options to insert sponsored posts on the timeline, with a button to direct the customer to your website, or place your call to action in stories, allowing the customer to drag the screen up and access the content easily.
Remarketing on Google Ads
To do remarketing on Google Ads, you need to access the platform, create your account and create contact lists and campaigns based on your target audience, available budget, demographic area and bidding strategies.
It is ideal to have your segment well defined and link your Ads account with Google Merchant Manager, which serves to include product lists on Google Shopping, if this type of activity makes sense for your business.
In the management panel you can monitor your active and closed campaigns, checking the performance of each one or creating new strategies based on the same settings.
In general, dynamic remarketing is a very efficient alternative, as it displays well-targeted ads, analyzing user behavior when accessing your website to understand which products or services are most interesting to them.
Remarketing in Email Marketing
Applying the strategy to email marketing requires a triggering tool and, preferably, an automated process for qualifying leads and sending messages based on their interactions.
Messages should be personalized for each customer, generating a feeling of VIP support for your consumers, while the content is aligned with your campaign objectives.
Copy examples for remarketing
Speaking of content, don't forget to produce a good copy for remarketing, that is, an attractive, persuasive, instigating and understandable text, which conveys a clear and relevant message to the user who receives it.
To inspire you, here are some examples of copy for remarketing:
Example 1:
“Hello, [customer name].
We see that you have not yet signed up for the “Guitar for Beginners” course. In addition to the video lessons, when you sign up you also have access to:
PDFs with tablatures to follow along in classes;
closed group of students and teachers on WhatsApp;
5 hours of individual assistance to answer questions;
and much more!
Places are limited, so don’t waste time. Enroll now and use the coupon code “GUITA10” to get a 10% DISCOUNT on the course purchase.”
Example 2:
“LIMITED TIME OFFER
[Product name] with 15% OFF until XX/XX
Don’t miss it!”
Example 3:
“Technology Trends Guide for 2023”
100% free
Click and claim yours!”
As we can see, there are shorter messages, while others are longer, depending on the media used. We can also adjust the copy to generate urgency, encourage a purchase or encourage the lead to continue interacting with your content.
