Online visibility is only half of the battle. It’s usually won through a mixture of search engine optimization (SEO), paid advertising (social media ads, Google AdWords, etc), email marketing, and a strong social media strategy. All of these disciplines come together to make up your web presence.
… But what happens when a potential customer lands on your site, reads your content, and then leaves?
Converting a sale and grabbing the attention of customers requires significantly more effort and strategy than it did before. That’s partially because we have so much information available to us now to put in the research that we need to make educated decisions.
Thanks to the Internet, I can see an ad for Nike shoes on Facebook, click through and read, then go to Google to compare Nikes with Under Armor, and then reach out to my friends on Instagram to see which ones they like more. Your customers are doing something similar with their very own online presence and network.
Maintain Your Customer’s Attention Through Remarketing
Today, purchase decisions can be made over time or within minutes, but research will most likely play a large role in committing. Whether you’re a local restaurant or bowling center, your potential customer is putting in the time to learn more about their options.
Remarketing (aka retargeting) is a method of advertising that allows you to serve ads to people who have visited your website. There are many different ways you can use remarketing, but the most popular services are provided by Facebook and Google.
Small businesses can use remarketing to help keep the attention of their customers as they continue on with their day or their research process. We’re so busy these days, that many people become distracted by another obligation and leave in the middle of their research or shopping process. Your small business could use remarketing to deliver advertising to that potential customer later in the day and hopefully convince them to make a reservation, book a party, order a t-shirt, or schedule a consultation.
Remarketing can be used to:
- Convert a sale online or new lead
- Increase brand awareness
- Educate about an upgraded service or ongoing sale
Could remarketing be added to your small business Internet marketing playbook?