PUBLISHED IN
Mar 17, 2023 Category:
Digital Marketing
Mar 17, 2023 Category:
Digital Marketing
A Guide to Audience Segregation for Remarketing
Reading Time: 6 minutesDo you have visitors to your website who browse through and leave without taking any action? Do you have users who engage with you on your social media channels but do not go further than that? Do you have customers who have items in the cart but have not completed the purchase? Don’t worry if you have answered affirmatively for all the above questions. You are not alone as every business faces this challenge of making conversions. There is a lot of interest from consumers but sadly, no actual conversion happens as in all of the above scenarios. How can you change that?
The answer lies with remarketing. Remarketing is a technique where you push ads to a particular audience that has connected with you previously. It is a paid digital marketing tactic where you target users who have shown an interest in your product or brand. Not only that, you can use remarketing to lure existing customers to take action or make another purchase. At the same time, remarketing is not about chasing users who have viewed your product once but a strategical approach to attract those who have expressed interest in your brand.
Remarketing strategies are developed and adapted according to the target audience. And that is the first step for remarketing to work in an effective way. Here are some of the ways you can use demarcate or segregate your audience into pools so that you can design remarketing campaigns that work for that particular pool.
Table Of Content
#1 Visitor Remarketing
Which visitors to your website should you target for remarketing?
You have a continuous flow of traffic to your website. That’s great! However, you need to monitor your traffic to know which pages of your website are getting the most hits. Furthermore, are there visitors who go on your contact us page or pricing information page and leaving thereafter without taking any action? They are the visitors that you need to track for remarketing as they would be more willing to respond to your sales pitch.
Let’s say you have a business that services different industries. Chances are that you have designed your website with dedicated pages for separate industries. You can make a list of visitors according to the industry pages they visit and send your call-to-actions accordingly. You may even send them information, tailored ads for that industry or ask for a direct sales meeting as they have already shown their interest in your services for that particular industry.
Know More: 7 Essentials To Create Landing Pages That Convert
#2 Cross Platform Remarketing
How can you maximize on your advertising efforts?
To maximize your marketing efforts, you need to use cross platform or cross channel remarketing to convince your potential customers to make a purchase. Users like to research online before purchasing a product. They are sure to compare prices online and read online reviews before they make a purchase.
Therefore, you will have audience that comes to your website from other platforms such as LinkedIn or other social media channels. And you need to build remarketing segments for users who come to your site from such channels.
Know More: LinkedIn Ads – Are They Worth The Investment?
#3 Abandoned Carts
What do you do with cart abandoners?
Users may put in items in the cart but hesitate to checkout at the last moment. Sometimes they may need more time to make the purchase decision or they may get distracted and not complete the transaction. In these cases, your e-shop is left with carts that have items in them but are abandoned.
You can track the cart abandoners and put them in your list to remarket your products with ads. Offering discounts on the products in the cart can make the deal more attractive and convince them to finalize the checkout. However, you must strike a balance so that you do not get manipulated into offering discounts to cart abandoners all the time.
#4 One-time Buyers
Can you make users come back to buy again?
Customers who bought from you once but have not returned to make a second purchase are the ones you should target for remarketing. You can design ad campaigns to attract these one-time customers to make more purchases from you.
You can promote new product launches to this pool of customers. Or you may want to push ads for products that have a better chances of selling with the purchases made. For example, if the customer bought a dress, you may want to push accessories that go with the dress.
#5 Video Audience
You can segregate your audience according to the engagement they show towards your videos. Measurement analytics for social media channels, for example, YouTube gives you ways to measure audience engagement in terms of how much time they spend watching your videos. You can track users according to the number of videos they watched, the number of times they watched a video and how much of the video they watched. This allows you to gauge and separate your audience as per their interest in your channel. So you can categorize those who watch 95% of all your videos as a high intent group and they are most like to make a purchase from you.
Know More: Best Practices For Developing Effective Explainer Videos
#6 Social Media Users
When users engage with you on social media, they are exhibiting a level of interest in your brand. Analytics can help you to classify your audience into categories according to how much interest they seem to have in the services or products you offer. You can, therefore, target, exclude or include them into your remarketing strategies.
Read More: 4 Most Trusted Tips To Improve Customer Retention
Conclusion
As mentioned before, remarketing cannot be about chasing users who have visited your website or viewed products you have to offer. It is more refined and sophisticated than just pushing ads and offering discounts to users to lure them into making a purchase. Remarketing is about creating a list of users and devising strategies after gauging what these potential customers are looking for. You might have to face challenges while remarketing due to changes in technology and tracking policies of online platforms. However, you are sure to find success in your remarketing efforts by creating unique and creative messaging and campaigns that entice your audiences.
