Welcome to the latest installment of our weekly blog series, Marketing Trends. Each week, we will identify a key trend in the world of marketing. We’ll discuss the trend, why it’s important, and suggest ways that you can take advantage of this trend in your company.
Last week’s trend was Featuring Customers.
Today’s Trend = Remarketing
It’s a long-told fact that it costs less to keep a current customer than to acquire a new one. Marketers are taught that very early on in their professional careers.
Marketing acquisition costs are high. And that’s why remarketing is an important trend.
Remarketing means marketing to people who have already interacted with you in some way. You can remarket to existing or past customers. You can remarket to people who visited your website. You can remarket to people who downloaded your app or followed you on social media.
Essentially, you are taking someone you have already acquired and trying to sell to them. And new tools and technologies are making this easier than ever before, which is why this trend is catching on.
How can you take advantage?
You should test out a couple of different remarketing solutions to find out what works for you.
First, test out website retargeting. Depending on your website traffic, this can be a very cheap way to test out remarketing. All you have to do is sign up with a company like AdRoll or Retargeter, install a piece of code on your website, and create some ads. Then people who visit your site and do not purchase from you will see your ads across the web.
Next, you can test out the same thing, with Facebook. Using Facebook’s custom audiences tool, you can create a group of people on Facebook who have visited your website and serve ads directly to them.
You can also work with Google and their remarketing solutions, allowing you to target ads to people who have searched for terms relating to your business, or target ads to people who have previously seen your ads.
Finally, you should develop a remarketing program for your current customers. Make sure you have a way to get in touch with them, such as email. And reach out on a regular basis with exclusive offers and news about your products and your company. This will get your customers used to hearing from you and will allow you to sell to them in the future, creating a more loyal customer base.
What marketing trend should we cover next? Now accepting submissions for marketing trends that we will cover in an upcoming installment of this series. Submit your ideas via our contact page or in the comments section below.