Remarketing is database marketing…
Most business owners I speak to are familiar with the concept of remarketing – but the mechanics are often a mystery. Like the clutch in a car, it’s preferable to assume it works by magic.
If you do study the mechanics, things quickly get technical. You end up installing code on your website. You end up fighting with the Google Ads interface. Terms like audience, pixel, lookalike can quickly bamboozle you.
When you strip away the technicalities, remarketing is database marketing. You’re renting a list from Google or Facebook or some other media owner on a pay per click basis.
The best part is you get to build the list before you buy it. And actually you don’t really buy it – you only rent it on a per click basis. Or rather a ‘per engagement’ basis, because somebody could watch a video or like a Facebook post rather than click through to your website.
If you know what you’re doing, this makes remarketing a low-risk way to expand your sphere of influence.
As well as database marketing, remarketing is also a form of micro-branding to no more than a few thousand people at a time. Done right, you’re increasing awareness within the window when somebody is likely to still be making a decision.
Remarketing is the guy with the box of flyers…
Just for a moment, think of your website as a bricks and mortar high street store. A potential customer pops in, looking hurried. You acknowledge them and say ‘hi’. Suddenly, the customer glances at her phone, and abruptly leaves.
“I wonder why she left?” you wonder.
But all is not lost. Thirty yards up the road, your employee Chris is handing out flyers. “Spend $20 and get 15% off with this code”, says the flyer. Three hours later, the customer (looking significantly less flustered), returns holding the flyer and buys.
That in short is how remarketing works. Remarketing is the guy with the flyer, standing outside your shop. (He’s actually more intelligent than that, because he can only offer flyers to people who looked at certain things in your shop, or people who stayed for a minimum amount of time. But I am getting ahead of myself…)
The key strategic question is: what should you put on your flyers? Should you make an offer, like offering a discount? Should you try to educate the customer?
Remarketing clicks aren’t necessarily cheap. How do you make the clicks profitable?
More on this tomorrow.