Keeping people engaged with your brand is an ongoing process. Content and social media play important roles in this effort, but two other techniques that every business should utilize are remarketing and retargeting. Want to boost conversions and maintain loyalty? Read on!
What’s the Difference?
There are some differences to bear mind between “remarketing” and what’s called “retargeting”. Remarketing can refer more broadly to the technique of marketing to a lead multiple times based on the information you have on them. Naturally, this can be done with any marketing medium, but perhaps most often it refers to repeat engagement via email campaigns. Retargeting, meanwhile, refers more specifically to the practice of advertising to leads who have already been to your site, or even those who have visited the site of a competitor.
However, these terms are often used interchangeably. For example, what Google Ads refers to as “remarketing” might traditionally be better described as “retargeting”. In either case, the more you know about your leads, the more effectively you can remarket or retarget.
How Are They Used?
One of the most important things that remarketing and retargeting have in common is that they will only work if key information is gathered on your leads in the first place. This information can be broken down into two categories: onsite and offsite. Onsite data can inform you of what products or information your visitors viewed, what landing pages brought them to your site, and the nature of their engagement with your email campaigns or content downloads. Offsite data can indicate the content or social posts your leads have engaged with outside your website, their interaction with the website of a competitor, or their search tendencies.
Why They’re Essential
Building precise remarketing and retargeting strategies with the above insights will drive stronger rates of conversion, more consistent engagement, and lasting loyalty. This is because you’ve tailored the voice of your company — whether via email or your ad campaigns — to be as relevant as possible to the needs and interests of your leads. One key application of this concept is marketing automation, which enables you to gather and apply the necessary information on your leads in an automated manner. When it comes to securing conversions and heightening the quality of your engagement, you can’t get more efficient than this!
It can be hard work to keep your audience engaged and excited about your products and services. When you have the CAYK team at your side, and all of the tools and techniques we bring with us, it’ll hardly seem like work at all. Call (403) 456-0072 to see what we can do!