Without face-to-face sales opportunities, sellers risk losing customers to the great cyber divide. Merchant remarketing efforts through venues like Facebook and Google are helping to close that gap.
A brick and mortar store has several options for tapping the lucrative pool of existing browsers and buyers. A newsletter signup sheet, postcard mailings and local advertisements give those that have visited a store a reason to return and buy.
The fast, transitive nature of online shopping make this same effort a challenge for virtual stores, but not an insurmountable one: remarketing is the solution that’s saving the day.
Here are four reasons that Facebook and Google remarketing works, and how these two forces can be combined to bolster your bottom line:
Google Has A Massive Reach: Google’s entire empire is built on the idea of information, which makes their remarketing capabilities staggering. When the pages of your site or store are properly configured to install cookies, Google can in turn report back to your user interface, letting you re-approach these browsing customers with ads for your business as they surf the web and search for results on Google.
Rather than casting a wide net, approaching those that have already shown interest is much more akin to spear fishing. You can see your target, you know they’re already interested and success is only a matter of timing.
Facebook Already Compels Interaction: Craig Smith of Digital Marketing Ramblings recently noted in a post about social media user statistics that Facebook currently boasts over one billion users.
Facebook’s marketer and ad-selling interface, FBX, lacks the precision targeting offered by Google’s massive cache of information but incorporates plenty of their own submissions. By using unique site-specific info such as likes, tags, and most recently hashtags ala twitter,
Facebook remarketing ads are continuously shown to users that have actively and cheerfully participated in their own classification. This self-definition gives a highly accurate target that’s very attractive to driven remarketers.
Search Engine Marketing And Social Media Marketing Are Already Cooperating: The dual-fronted battle cry of a modern marketer uses both traditional search engine tactics and dynamic social media efforts to achieve supremacy.
Remarketing is a tool that nestles snugly in the overlapping Venn diagram these worlds provide, making it strong enough to survive a trip into the future of business. With Facebook status updates and conversations already being indexed by Google, smart sellers are already tackling the duo’s marketing opportunities as a team effort.
A Continuous Loop Of Advertising Isn’t So Far-Fetched: Crescent Interactive’s John Ellis recently explained that targeted Facebook ads can lead to prime cookie-tracking territory.
By providing a customized Google-indexed landing page for Facebook ad clickthroughs, users can get a clear picture of where their customers are coming from, and how well remarketing efforts are working. Both sides feed off of the other, helping to hone campaigns to a profitable razor edge.
While there is no “silver bullet” when it comes to turning existing customers into renewed profits, remarketing is a great way to remind them why they came in the first place. Facebook and Google are omnipresent, provide lots of feedback and are a logical place to begin remarketing campaigns, especially as the market sits right now.