Why Remarketing is Essential to Your Security Business

by Mary Jezioro

Dec 22, 2015 7:00:00 AM

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In today's market, engagement with your audience and consumers is more important than ever. Engagement through social media and sponsored advertisements has become common. However, an often underlooked method of marketing is known as Remarketing.  

What is Remarketing?

Remarketing (v) –The process of reengaging a visitor/customer based on a recent interaction with your brand, often in an automated fashion.

Remarketing to people who have used your product or have been to your website or clicked on one of your online ads gives them the chance to revisit your brand. It can be especially effective on both groups. Remarketing toward people who visited but did not respond at first, can be nurtured to take another look, if your product or service is of value to them . Remarketing to people who did use your service can encourage them to buy again or upgrade and inspire consumer loyalty. This encourages word-of-mouth advertising from them and more business for you.

Benefits of Remarketing

With remarketing you reach a highly targeted audience.  You can personalize your ad campaigns with a specific action your visitor took.  For example, when it comes to the security business you may find a particular keyword generates more clicks than others. Your ads are displayed  to relevant users. They have already visited your website and have some knowledge of your brand.  

Build Relationships

Google is one of the biggest platforms for ads on the internet. Their remarketing efforts can be done on partner Display Network apps and websites. As well as mobile apps, mobile websites, search advertisements and even video ads on YouTube. An ultimate guide to adwords remarketing can be found here: Adwords Remarketing 

Remarketing on the internet is a great way to reach your customers or potential customers. When people leave your website before purchasing anything, remarketing is a means to reconnect with them.

You are basically marketing to the same prospect multiple times. Below is a great visual on the different ways you can remarket and build your franchise business.

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photo credit: Remarketing

Increased Conversion Rates

Using remarketing for your internet advertising campaign will allow you to reach people when they're most likely to buy. Fewer than 10% of your website visitors convert to a lead on a first visit. (source: 39celsius.com)

When you market during the later stages of the buying cycle, chances are you will have higher conversion rates.  They have already expressed an interest in your product by going to your website. By following up and nurturing your potential clients you will benefit by increased sales for your business.

Conclusion

As with any marketing, testing and tweaking is important. The game here is to understand what is available for you in terms of growing your business online. Companies are embracing remarketing as an overall strategy to promote growth.

Whether you're looking to increase website traffic, drive sales activity, or promote brand awareness, remarketing can be an integral part to your advertising.

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Topics: Marketing

blog author

Mary Jezioro

Mary Jezioro is the Vice President of SHIELD Security Systems. As the Marketing and Sales lead at SHIELD, she is focused on strategic planning and company growth. Mary is involved with the UB School of Management as former CELAA's Vice Chair, SCORE, WPO (Women President's Organization) and is also coached youth soccer. She and her husband, Ken, are proud parents of five children.