If you’ve ever felt like a company is ‘following’ you on the web, you’re not going crazy. After you’ve visited a website, you might start to see adverts for that company cropping up on other sites, even down to the exact products you were looking at. This is called remarketing, and it’s a highly cost-effective and valuable way to capture lost leads.
If your website conversion rate is close to average, this means that just 2.35% of visitors will take action. Remarketing is all about focussing on the 97.65% that leave without getting in touch, leaving their email address or clicking on your phone number.
Remarketing works by leaving a cookie on each visitor’s browser. The visitors can be sorted into segments and then you can start showing them ads on other websites they visit. The cost of remarketing is low compared to other PPC channels such as Google Ads. And while you might not see the same level of interaction on your ads, the boost in brand visibility is well worth the cost.
Refining your remarketing message
The key to successful remarketing campaigns is down to reaching the right people, at the right time, without being annoying.
To reach the right people, you need to segment your audience based on intent and behaviour. Potential business storage customers don’t want to know about your smart storage for students. If you want to be able to send the right message, you need to be able to segment your audience.
To send them the right message, you need to focus on quality creative. The message should feel unique to each and every user, like you’ve created an ad based on their exact needs. And the branding should be carried through from your website to increase the brand awareness.
To avoid annoying people, the target landing page of each ad should always offer a logical next step. Directing all remarketing traffic to your home page is unlikely to yield positive results. Create a landing page for each segment to help guide them through the final steps of their customer journey.
Another common way to annoy potential customers is to overexpose them to your ads. Seeing your ads will offer diminishing returns, and after a while, they might get sick of seeing your company branding. If you want to avoid annoying your customers, make sure you set a limit on the amount of times a user can see your ad.
How does this work for self storage specifically?
We know that self storage customers are motivated by location and price. If you display prices on your website, you remove the incentive for users to get in touch. They might leave without getting in touch, and carry on with their price research.
The customers with a pressing need for self storage aren’t your target audience. You’re trying to reach the people who are thinking about clearing out the spare room or the garage. They’re thinking about expanding their business with more stock. And they’re thinking about building an extension on their house.
They might not be ready to act right now, so you have to find a way to stay at the front of their mind. When they’re ready, your company will feel like the next logical step.
Mistakes to avoid
If you aren’t seeing the results you want from remarketing, don’t assume that sinking more budget into showing the same customers even more adverts will work for you. Take a step back and look at the entire customer journey to be sure it all makes sense.
You should also make sure you see remarketing as part of a wider marketing campaign. SEO, PPC and social media drive traffic to your website, and then remarketing, email marketing and sometimes even direct mail can pick up where the other channels left off. Remarketing should be considered as complementary and supplementary to other marketing activities.