Remarketing, as a general term, can mean a whole host of different things depending on how you’ve marketed in the past and how you intend to market in the future.
In short, if you’ve reached people in the past and they’ve responded in a certain way, you can reach them again in the hope that they’ll respond in a similar way this time.
But where do I start?
Start with the data that you have. If you’re going old-school then start with a list of names and addresses or telephone numbers, call them up and ask if they want to do the new thing you want!
The same goes for email marketing: if you have a list of people who have responded to your emails in ways you like (such as clicking through and buying a product) then you can bet they’ll be receptive if you contact them again. Design a great email campaign and start firing out to your list – chances are that you’ll be off to a great start.
But what about digital remarketing?
Now we’re talking.
The old fashioned remarketing methods are fairly straightforward, but the power of good digital marketing is that you’re able to get a massive amount of very specific data.
With Facebook ads, for example, you’re able to make audiences based on things such as whether someone’s watched 75% of this video and has also clicked an ad of yours.
Using your website data, you can also go further and create custom events so that you can show ads to people who have visited specific pages on your website, or clicked specific things.
The ability to get really granular with these remarketing tactics means that you can develop really complex, engaging campaigns that are reaching almost exactly who they need to.
When starting out with remarketing, it’s important to be realistic and start broader and work your way down to very granular and specific audiences.
With largely-cold audiences, focus first on people who have made minor engagements – people who’ve liked a post of yours in the past, for example. This will mean that you’ll have largeish audiences to which you can communicate certain things and gradually distil them into audiences of more and more specific engagements.
Eventually, you’ll likely be left with an audience of not many people. But this isn’t a bad thing! Having 1000 people ready to buy anything you put out is much better than having 10,000 people entirely uninterested in your products or services. Combine this with a lookalike audience and you’ll be well on your way to a winner.
Be sure to keep it fresh though. Depending on how you’ve set up your audience, it’ll need regular tending. If the audience is built on something like “People who have bought my product in the last 60 days” then you need to make sure that people have bought your product in the last 60 days consistently.
So now you know where to start with remarketing, go forth, open up ads manager, and prosper!
Still need a hand with your remarketing efforts? Find out more about our digital marketing services and how we can help.