How remarketing helps you secure engaged and interested DME Leads?
What is Remarketing?
Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website as they browse elsewhere around the internet.
Have you ever been browsing the internet, perhaps trying to book a flight or a hotel or even something as small as searching for a kitchen gadget, and then find that almost instantly advertisements for that item or service begin appearing in other sites you are browsing?
That’s remarketing!
One of the newest and fastest growing direct marketing trends, remarketing (also referred to as “retargeting”) works by taking products and services that you have browsed or that you have repeatedly returned to and promoting them using ad space on other websites.
This type of multi-touch marketing is having a huge impact on how companies conduct their campaigns, and the implications that these strategies could have on DME marketing and sales are enormous.
The idea is simple, and reflects a marketing principle as old as time: “out of sight, out of mind”. Remarketing capitalizes on the same type of impulse buying that makes the candy at the cash register so desirable. In short, when prospective customers are constantly reminded of your product or service, it remains front of mind, and they are ultimately more likely to convert into paying customers.
As remarketing becomes increasingly sophisticated, companies are also utilizing “similar to” remarketing which shows customers products and services that are complementary to what they had originally been browsing for.
How does it work?
Without getting too technical, remarketing works by remembering one’s previous internet actions and using that information to support a multi-touch marketing campaign and display product information on other WebPages and online platforms.
Remarketing and DME Leads
Remarketing, and multi-touch strategies in general, are a natural fit for DME companies who are using lead generation or looking to further develop their potential sales leads. A significant component of DME marketing is acquiring customers, something that could potentially be much more effective when embracing a multi-touch approach.
Remarketing is an attractive DME marketing strategy because it targets individuals that have a certain degree of familiarity. They will have visited your website before, be familiar with your brand, and generally be more educated about your product and service than your typical “cold” lead.
Consider all of the people who visit your website, read your DME marketing materials, think about it for a moment, but ultimately elect not to fill out your lead generation capture form. Utilizing remarketing creates an opportunity to reach those people, whom you know are very likely, both eligible and interested in your DME product/service, a few more times.
Including multi-touch strategies in your DME marketing plan increases the potential for these unconverted prospective customers to be directed back to your landing page and places them in “decision” mode multiple times, ultimately increasing the likelihood of their conversion into a sales lead.
Tricks of the Trade
Are you considering implementing a multi-touch marketing strategy as part of your DME marketing?
Here are just a few things to consider when implementing remarketing tools as part of your program:
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Embrace Consistency
A big part of multi-touch marketing is having prospective customers recognise what they are seeing. Using consistent language, images, and branding will be incredibly important when it comes to building that recognition. With that said, one area where you can mix things up a bit is in the actual sizing of the ads. Whether it is banner, sidebar, or integrated, different sizes will allow your message to be noticed more regularly.
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Know the Environment
It is incredibly important, especially in the DME marketing space, to have a good idea of what your competition is up to. Running a similar type of campaign, with similar messaging will dramatically decrease the likelihood of your remarketing ads being noticed or interacted with.
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Do Your Homework
Like any marketing campaign, doing your research and understanding the market will be integral to the level of success you experience with a DME remarketing strategy. Follow the basics and you will be well on your way to bringing potential customers back to your landing page for another shot at conversion.
Conclusion:
Why should I use Remarketing?
Remarketing gets results.
- Generally, new visitors do not convert on the first visit
- Retarget the right users with the right message and you could increase conversions.
If you have any queries or would like help setting up Remarketing with Google please contact us or send an email anytime to support@wonderws.com