June 10th, 2021 | Updated on April 26th, 2023
Loyal customers are the backbone of a thriving business. As long as a business is obsessed with acquiring new visitors and careless about existing customers, it does not make a full profit. So how to retain customers? This is where remarketing can help. It is an ideal tool to improve customer retention and retain that part of your target audience that has already visited your website.
In this article, we will talk about what remarketing is, its benefits, how to increase customer retention, strategies to retain customers and much more.
What Is Remarketing?
Remarketing is one of the most effective customer retention tactics that shows ads to people who have used your mobile app or visited your site. It is a powerful tool that can increase conversions, improve customer retention and ad performance.
Here’s how a typical remarketing campaign looks like.
Remarketing is also a great opportunity to increase the percentage of users returning to your website. The meaning of remarketing is to only serve customer retention campaigns to users who have already visited your site.
Remarketing Can Take The Form Of:
- Paid advertising that is targeted only to people who have visited your site,
- Email marketing aimed at people on your subscriber list who have viewed certain pages,
- Full automation of social sales based on an account-based marketing (ABM) strategy.
Benefits Of Remarketing For Improving Customer Retention:
- Pay per click – as with other formats of contextual advertising, money is debited only for clicks
- High efficiency – since the ad is shown to interested users who have already visited your site, the CTR will be significantly higher
- Loyalty – potential customers see an advertisement for your product/service, which increases brand confidence. In addition, people who have already visited your site and were satisfied with the product/service on offer are much less skeptical of your brand;
- Competitive advantage – while everyone is advertising through standard traffic channels, you are using new advertising opportunities
- Ability to use behavioral factors flexibly – ads in retargeting can be customized and modified based on user behavior, which further increases ad conversion
Who needs remarketing to improve customer retention:
- Owners of websites selling products/services with a wide range (for example hypermarkets of electronics, clothing, etc.)
- Owners of websites selling products/services that customers need regularly (for example food, cosmetics, and so on)
- Owners of websites selling products/services with an extended purchase period (for example cars and residential real estate)
- Owners of websites selling products/services who want to “catch up” with the user after leaving the website
How To Use Remarketing To Increase Customer Retention
1. Sell More To Website Visitors
The first tip on how to increase customer retention is that you can use remarketing ads to serve personalized offers to people who added a product to their cart but did not purchase, visited a specific product page or your homepage.
If the visitors have not purchased anything this time, they can make the purchase in the future. And if some visitors have already bought something from you, you need to help them remember your store. In either case, one of the best strategies to retain customers is reminding them at the right time.
If the purchase was not made, but you know which products or pages the visitor had been viewing, it makes sense to start showing them advertising messages with offers for identical or similar products—to achieve the same effect as with abandoned shopping cart emails—as soon as possible.
Don’t waste time: with each hour that passes, the likelihood that a visitor has abandoned the idea of the purchase or purchased something from another seller increases.
2. Take Advantage Of Up-Selling And Cross-Selling Opportunities
How else to retain customers, you might ask? You can display ads based on purchase history or customer views, which means certain opportunities for up-selling and cross-selling.
One of the other customer retention tactics is as follows: if the purchase has been made, the visitor can be told about related products. For example, if they bought a phone, offer them a case; if they bought plates – offer them cutlery, tablecloths, or bar accessories.
3. Build Loyalty With Special Offers
Another tip on how to improve customer retention is to use remarketing to drive traffic by displaying sales, promotions, discounts, coupons, and other special deals to your clients.
If the buyer, when placing an order, indicated their phone number or email, you can send them a newsletter with a reminder about the arrival of new models or collections, send them a letter on their birthday, and more. Shopify store owners, for example, can use a Shopify email marketing app to share discounts via emails on autopilot.
Here’s an example of an email that tries to convince a customer to return to the website and complete the purchase.
4. Sell More On During The Holiday Season
Just like with specials, you can retain clients with ads that contain seasonal offers. Since your customers are familiar with your brand, they are more likely to interact with these ads.
Create interesting offers, holiday promotions, and discounts. For example, if you sell home decor, then on Valentine’s Day you can offer discounts on glasses, blankets, etc. or add candles to your purchase. This will improve customer retention of your business.
In addition to email customer retention campaigns, you can set up holiday customer retention marketing ads with remarketing via social networks such as Instagram and Facebook. It is best to find out in advance which search engines and social networks your visitors prefer.
5. Educate Customers About Your Products
The last tip on how to retain customers is running advertising campaigns unrelated or somewhat related to your products. You can try customer retention campaigns that contain informational content (videos, blog posts, landing pages, and more) with helpful tips. Since customers enjoy interacting with brands that educate them and provide useful insights, this can be a great strategy for improving customer retention.
Typically, users tend to choose businesses that can solve their problems. For example, if you are a clothing store, you can post videos on social networks or your website about the right way to wear and combine some items.
Conclusion
Customer retention is essential for business, and remarketing strategies can help to increase yours. The purpose of remarketing is to bring visitors back to the site.
Remarketing is a very effective customer retention marketing tool (if the advertising campaign is configured correctly) that can improve customer retention and increase the conversion and also reduce advertising costs. However, specific customer retention tactics will differ for each business segment
