How to use remarketing as an effective sales strategy

Every advertiser is actively looking for new ways to generate more sales and grow their business. However, because not all customers go through the same process to make a purchase, advertisers must adapt their advertising and sales strategy, depending on when each user is.

The reality is that many companies lose some potential customers along the customer journey through the sales funnel. This occurs when a prospect enters a website, searches for a product, and then leaves the page without converting.

For this reason, I recommend that you anticipate this type of behavior, so that you can devise a plan that helps the visitors of your pages in their purchase process. An effective strategy for conversion optimization is remarketing.

How does remarketing work?

This strategy, also known as retargeting, is a form of advertising that allows companies to communicate a message to potential customers who visited their online store, but did not convert. This is how remarketing allows the advertiser to target their customers, through the strategic placement of ads, which remind the user of their interest in the product of the page they previously visited.

This is an excellent marketing tool, since it shows the ads to the user, while he is browsing the web or on social networks. This action can generate a reaction in the customer, leading him to visit the advertiser's website and make a purchase.

This strategy works when a business owner places a tracking code or pixel on their website or Facebook page. In this way, when a potential or existing customer visits the advertiser's website, the JavaScript code places an anonymous cookie on the visitor's browser. 

This cookie tracks visitor activity without storing personal information. In this way, when the visitor leaves the website in question, the tracking cookie shares its activity with a remarketing advertising service so that it can receive specific advertisements later.

Effectively use remarketing to increase conversions and increase sales

• Determine goals for your remarketing strategy

Like any other marketing strategy, defining your retargeting goals is crucial. Identifying the target audience and the web pages you would like to target is an excellent starting point for setting up your campaign.

You can focus your remarketing campaign on people who:

• They visited your website but left it before making a purchase.
• They consume the same type of content as your existing customers.
• They positively interacted with your ad on social media.
• They perform Google searches related to your brand.
• They have subscribed to your email list.

If you want to increase the conversion rate of your site, I recommend that you focus on tagging the best-selling product pages. You can also increase your ad spend on visitors with abandoned shopping carts, as they are more likely to convert with the appropriate stimulus.

In the same way, I recommend that you focus on those customers who visited your home page or some other page that is not necessarily related to a product. By doing this, you can induce these users to convert, improving their chances of consuming your product.

• Identify the best channels for remarketing.

After setting goals for your campaigns, it's time to identify the best channels to focus your remarketing efforts. In this step you can run ads on Google, mobile applications or social media platforms like Facebook.

The use of social networks gives you an advantage, since the ads are more likely to receive positive interactions such as likes, comments and be shared with other interested audiences. However, customers are everywhere, so the key in this step is to focus on the channels that will give your brand the most exposure. I recommend that you don't limit yourself to just one platform and instead spread your campaigns across as many channels as possible.

• Use Audience Statistics to segment your campaigns

Remarketing campaigns tend to be more successful when they are segmented based on customer needs. This is because different people are interested in different products. Therefore, brands must personalize their campaigns based on visitors, to ensure that they present more attractive ads. Ideally you can segment your campaigns with the following criteria:

• General visitors to your site
• Specific Product Visitors
• Previous Clients
• Visitors who abandoned the shopping cart

By ranking potential customers, it will be easier to better address the needs of your entire customer base.

• Create and publish your ads

Once you've targeted your audiences, it's time to launch your ads. To drive more sales, make sure your ads are creative enough and resonate with your target audience. The good thing here is that most ad platforms allow you to test and track your ads.

Similarly, I recommend you measure the performance or progress of your remarketing campaigns. The important thing is to update the pieces of your ads after using them for a few weeks, to avoid saturation by users.

Conclution

With remarketing, a lost lead shouldn't mean a lost customer. Follow the steps above to continue increasing conversions and growing your business. Remember that not all customers consume in the same way, so it is vital to organize a strong retargeting strategy that can attract your prospects again, before a competitor does.