You’re looking for a new winter jacket and after a little bit of Googling, you find an online store that has a decent range so you make a mental note of your new favourite jacket and leave the website without taking any further action. You carry on with your daily routine and the next thing you know, you begin seeing ads for the jackets you were JUST looking at across Facebook, Youtube and a host of other websites - no, there’s no need to whip out that tin foil hat. Thanks to a clever little snippet of code(s), you’re now in what we call a ‘Remarketing Loop’!
What is ‘Remarketing’? Well, it’s actually an incredibly cost effective way to stay in touch with potential customers and provide gentle reminders about your product or service and keep you ‘top of mind’. You see, less than 2 out of every 100 web visitors will make a purchase during their initial visit. This is assuming of course, that you’ve got a great website and an incredible user experience. The other 97 potential customers will leave your website and will no longer hear from your brand - This is where remarketing comes in.
Before you can remarket to someone, they must first land on your website. There are several ways a person can end up on your website. They may have found you on Facebook, Googled a product you offer or perhaps they’ve heard of your brand and decided to visit you directly. Regardless of how they end up there, you now have an opportunity to get to know your customer a little better and encourage them to convert on your website.
Facebook Pixels allow you to identify the person who’s visited your website and gives you the ability to reach out to them on both Facebook & Instagram even after they’ve left. If you’ve got all the right tracking codes in place, you’ll be able to grab the attention of the people who may have left your website without making a purchase and address any friction points that may be stopping them from converting. You can even tailor specific ads to particular pages on your website for a more targeted experience. For example, if someone visited your website and was looking at shoes, you can show them ads that only showcase your range of shoes.
Remarketing is an essential tool particularly if you're in a highly competitive space and your customer journey is typically long and drawn out. With remarketing, you're giving yourself the opportunity to showcase your "Unique Selling Propositions" or, USPs as we like to call them. You can also start to qualify them further by guiding your audience through a customer funnel. Here's a simple example of a customer funnel:
1) You target everyone who's visited your website with a "lifestyle video" to showcase your range. Now at this point, not everyone who's visited your website is going to engage with your ad so you create another Facebook Audience to target people who engaged with the video and watched at least 50% of it - they're getting warmer.
2) Your second ad highlights your company's USPs and gently remind your potential customer that you offer the best value. "Free Shipping!", "Hassle Free Returns", " Shop Now, Pay Later" - they're now ready to make a purchase.
You could take this even further by adding more layers of the funnel and qualify them further or get them to take another action such as signing up to your mailing list with a host of ad types. This might include educational videos about your range or a specific product from a particular page they've visited. Facebook's Lead Form ads is another tool that's great for giving your customers a frictionless experience when enquiring about your service or signing up for your mailing list - the possibilities are endless!
You may have even noticed Google Display Banners appearing on other websites that you visit or perhaps even YouTube Video Ads of the brands you were just looking at. This is done through Google AdWords which also allows you to reach out to people who have visited your website through these popular channels. It works by placing cookies (yum) on your potential customers devices, be it their mobile phone, laptop or tablet. This information is then added to your remarketing list and depending on your objective, is entirely customisable meaning that (similarly with Facebook remarketing) you can reach out to people who have visited specific pages on your website.
Check out our Remarketing Flowchart below!
The average website conversion rate is less than 2% and with Facebook remarketing alone, we turn this into a 9.7% conversion rate - this means almost 5x the revenue for your business simply by #DoingDigitalRight.