Can you afford to throw away 80% of your visitors? That's how many people that visit your site won't make a conversion on the first visit. If your startup is fine losing that amount of sales, more power to you.
But for the rest of the startup world, rejoice: remarketing is here to save the day (or conversion rate, as it were).
What is Remarketing?
For startups that rely on listbuilding and have longer sales funnels that need nurturing, email remarketing is the other preferred retargeting method. You've undoubtedly seen email remarketing campaigns: any time you get an email about items left in a shopping cart or a brand sent you a free coupon for "just being you," that's remarketing.
But this isn't a tutorial on pixel placement for segmenting your website, using an Estimated Clear Price, Cost-Per-Mile model and frequency caps, or any other ways to cut down on wasted impressions and keep your provider list simple - this is the why of remarketing.
Three Reasons to Run Remarketing Campaigns
- Remarketing reinforces your brand identity. One of the hardest parts about being a startup is that nobody knows who you are. Unless you've gotten bloggers to really sit up and take notice (or are hot with crowdfunding sites), chances are your ideal customer won't remember you even if they do stumble across your site. But with remarketing, you'll be that consistent blip on the radar that gives off just enough pings to get noticed (frequency caps will help you from becoming too spammy or omnipresent).
- Remarketing campaigns reduce your cost per impression through precise targeting. Unless you have a lot of erroneous keywords on your site, remarketing works because it only targets qualified leads. How qualified? That's up to you. You can set ads to retarget users that made it to just the home page, to three consecutive pages, a specific level in your sales funnel - whatever qualifications make up your magic number on conversions and acquisitions.
- It gets conversions and better ROIs. Don't believe us? Check out this case study on Google about Loews Hotel. They began remarketing on the Google Display Network and showed a 10% revenue increase across the boards, a 9% jump in hotel bookings and even a 5% boost in unique visitors. The overall numbers? For $800, Loews remarketing campaign brought in $60,000. The Loews Regency Hotel remarketing campaign alone brought over a 60% boost in revenue and a 57% positive in bookings.
Still Not Sold on Remarketing?
If these numbers aren't enticing enough, put yourself through the pragmatic "buzzword" test: how many times have you heard or read the term "shopping cart abandonment" over the past two quarters? There's a reason that so many eCommerce sites are going after abandoned shopping carts with remarketing campaigns: they work.
Find out just how much revenue your startup is missing out on by running a simple remarketing proof of viability. Chances are, you'll quickly realize why Hubspot called remarketing and retargeting something that "every content marketer should do." If you're a startup looking for cost-effective ways to reach the right audience, this advice couldn't be more spot on: try running a few remarketing campaigns.