Are you grappling with potential customers exploring your Window and Door company website but leaving without booking an appointment or filling out your contact form? If this scenario sounds familiar, you might find the solutions you need in remarketing and retargeting strategies. Your business can utilize these effective techniques to reconnect with past website visitors, providing a valuable opportunity to convert them into loyal, long-term customers. Let’s dive deeper into the nuances of remarketing vs. retargeting from the marketing specialists at Sideways8.
Decoding Remarketing, and Retargeting
While both remarketing and retargeting aim to attract and retain customers who have previously interacted with your Window and Door firm, their strategies are subtly different.
Remarketing primarily hinges on email campaigns. If a prospective customer browses through your website and selects a service but then never fills up the contact form, you can leverage remarketing campaigns to encourage them to finalize their appointment. It’s a powerful technique to cross-sell and upsell services to your existing clientele.
Retargeting, on the other hand, leverages the power of cookies to display ads to past website visitors. These ads are reminders of your services, potentially enhancing the chances of conversions.
It’s important to differentiate between remarketing and retargeting, as both strategies are crucial at different stages of the customer buying cycle.
Unraveling Retargeting Advertising Strategies
If you’re wondering how your Window and Door business can display ads to visitors post their visit to your website, here are some strategies:
1. Pixel-Based Retargeting
Pixel-based retargeting operates through cookies. When a visitor lands on your website, you can embed a small piece of code, known as a cookie, in their browser. The cookie then keeps track of the user’s website visits.
As the user navigates the web, your tracking cookie communicates with search engines and social media platforms. The user then sees ads based on pages they’ve visited from your website. For instance, if they viewed a page about Window and Door services, they might see an ad encouraging them to schedule an appointment.
2. Search Retargeting
Search retargeting is akin to pixel-based retargeting but focuses on users who found your website via keyword searches, even if they’ve never encountered your company before.
For example, if a user searches for “Windows replacement near me” and you’ve set up your Google ads to target that phrase, the user will see your ad. Ideally, the ad will pique their curiosity enough to click through and explore your offerings.
3. List-Based Retargeting
With list-based retargeting, if you have email lists from previous website visitors, you can send targeted ads to these users on social media platforms. This strategy is effective as it targets warm leads who have already shown interest in your services.
Diving into Remarketing Advertising Strategies
Remarketing differs from retargeting in that it’s an email-based promotional strategy. For this, you’ll need a list of customer email addresses. With this method, you can send advertisements to users who have purchased your products or subscribed to your newsletter.
Some efficient remarketing strategies include:
- Reminding customers to schedule an energy-efficient review through email.
- Sending engaging newsletters to keep your company in the customers’ minds.
- Sharing a warm “We’ve missed you” message if a customer hasn’t visited your site for a while.
- Limited-time offer: buy a specific quantity of windows, and get a complimentary door.
Tackling Remarketing vs. Retargeting Challenges
Both remarketing and retargeting strategies come with their unique challenges, and it’s crucial to be mindful of these before initiating a campaign.
Remarketing can be a challenge if customers ignore your emails. Using captivating subject lines can improve email open rates. However, avoid using spam-triggering words such as “free,” “cheap,” “buy,” and “earn,” among others.
Retargeting can become ineffective if the same ad is displayed repetitively, leading to ad fatigue. Setting a low cookie length limit can also result in missed conversion opportunities.
Remarketing vs. Retargeting: What’s Right for Your Window and Door Business?
If you’re striving to convert one-time website visitors into long-term customers, let the expert team at Sideways8 help! We offer bespoke remarketing and retargeting solutions tailored for Window and Door businesses. To learn more about digital marketing trends in the Window and Door industry, call us at (678) 201-0096 or book a free strategy session today.