First impressions may help form a consumer’s opinion, but it’s continual exposure that will help a sales idea truly “set.”
Haven’t We Met Before?
A clever ad or two will get a nod or a chuckle, but more often than not repeated impressions will work far more efficiently for conversion. It’s a delicate balance, however. Spam your customers with too much, too quickly, and you’ll have to contend with:
- Alienating longtime buyers
- Conscious avoidance due to irritation
- Being “tuned out” by important demographics, and
- Less profitable impact during future campaigns
Zero in on One Hundred Percent
Larry Kim of marketing blog Wordstream notes that Google’s remarketing tools work well for narrow, defined targeting of customers that are most likely to buy your product.
By using metrics like visit frequencies and social media conversations, remarketing ads can be steered towards people that are already receptive, preventing marketing noise. Using Facebook remarketing in conjunction only increases this “welcomed” reach and helps marketers get better – and more focused – bang for their buck.
If you’ve already got their attention, don’t waste it – use remarketing to keep the conversation and the sales goals flowing. History may just repeat itself in your bottom line.