Retargeting (or remarketing) is creepy, but it sure works
Retargeting has been described as “turning window shoppers into buyers,” something that every business craves. But this actually isn’t the best analogy – perhaps more of an overeager sales clerk who helps you in the store, then accompanies you to several other stores, all the while telling you what you’re missing out on. You may call it a little creepy. The sales associate may call it being pleasantly persistent. Digital marketing experts call it a smart, effective method to encourage customers to learn about a product or business, and then be reminded about it later, and once again for good measure. For those aren’t entirely sure what retargeting is, the short version is that it’s the ability for an advertiser to “follow” you when you visit their site, and have their ads appear on other pages you visit after you’ve departed. The frequency varies, but it explains why ads reappear for places you just visited on the Web or social media, even though the site you’re currently connected to may not have anything to do with that particular topic. Far more than mere coincidence, (or in case you might have envisioned an advertiser with an unlimited budget who is keenly aware of the sites you visit), retargeting is a way to constantly remind customers about a particular business. It also works: according to CMO, Adobe’s marketing blog, businesses typically see a 2 percent rate of people visiting and buying. But when retargeting is in place, all sorts of good things can happen, including a 400 percent increase in ad response, and 3 out of 5 buyers saying they notice ads on other sites. Those are impressive results. Retargeting also isn’t terribly annoying – 25 percent of people surveyed had a positive or very positive reaction to seeing extra ads, compared to 19 percent who dislike them, and 57 percent who are neutral on the notion of retargeting. For marketers considering adding the practice to your greater digital strategy, here’s what you should know: How retargeting works The mechanics of retargeting ads are pretty simple. On your home page or any inside page, you include a bit of invisible Javascript code at the footer. When visitors arrive at your site, your script will send a browser cookie to their phones or desktops. When they visit other pages in the future, the cookie will instruct the page to call and display your ad in one of the page’s available ad slots. Retargeting requires working with a remarketing company, which usually is a member of common digital ad exchanges, and can help you craft your message. Social media channels like Facebook have their own process for targeting or retargeting, which can include ads on the right –hand column, or in your news feed. When you establish your retargeting campaign, you’re able to configure how often your ad is displayed, be it every time visitors go to another page; or possibly, every fifth site they visit; when a certain keyword shows up (such as shoes). This also begs the question, “Does that style of ads end if the customer goes back to your site and buys something, or does it expire after a week or longer?” AdRoll, a popular online provider, has confirmed that different subjects can require different timing when setting-up your unique campaigns. It recommends that people seeking travel info should be retargeted immediately, while those who are more interested in specific retail goods may not need to see these ads as frequently. Some retargeting services allow you to get even more hands-on in your ad. ReTargeter, another option, said some people prefer self-serve campaigns, where they design all the aspects of their program, from the sizes of ads to where they appear. This may be better for your budget, however it may elicit more of a technical challenge than seeking a full-serve provider. The following include different types of retargeting, with varying strategies for various industries: Health Care Retargeting A Pew Research study stated that 72 percent of Internet users tried to find health info during the past year. To counter the sometimes “iffy” results on various sites, there are also a variety of useful resources that have a stake in providing searchers with adequate details, including community health providers, along with plenty of pharmaceutical companies who don’t want anyone to forget their product. According to HealthCareCommunication, retargeting allows health info seekers to do their homework, while returning slightly more educated about a specific topic. For instance, an individual may visit a site for their local doctor or hospital to learn about a particular procedure, and then, in turn, visit other sites to explore the topic further. Following all of this research, seekers will be prepared to be return to their initial site, hopefully with more knowledge. Providers are advised to include a call to action – ask people to do something – and not have a retargeting campaign last longer than 30 days. Hospitality/Tourism Retargeting We’re all familiar with the frugal traveler who goes out of his/her way to spend as little as possible when on the road. On the other hand, there are those who stimulate the local economy with plenty of purchases of food and lodging, car rentals, souvenirs, and other expenditures. Either way, much of a traveler’s research is performed online, especially when comparing prices and making reservations. If you’re a travel business, Trooz, a travel marketing site, suggests that a retargeting service can help you partner with other related businesses, especially of the higher-priced variety. That way, if you represent an inexpensive B&B, you may still target customers who visit airfare or local travel sites. In addition, you might also consider a service that includes international visitors. Restaurants, another part of the industry, also have the potential to reap benefits. Restaurantnews.com confirms that those who click on your ads will already be familiar with you and what you offer, resulting in a stronger lead, rather simply than trying to tell the world that your brand
Four important Facebook tips for hospital marketers
Hospital marketers face challenges unique to their profession. Marketing often entails informing the public of staff accomplishments, explaining new physician services, or simply building awareness within the community. Successful hospital marketers integrate both digital strategies and direct contact within their locale. Such hospitals may also need to focus on hosting events and building direct relationships with their patients. At our Florida marketing agency, we typically advise hospital marketers to treat their Facebook pages as extensions of their community marketing. While marketing should always be about the people, hospital marketers should be particularly inclined to build relationships in order to maintain lasting physician-patient relationships. [quote] Hospital marketers must also account for the needs and desires of the physicians they service, whom we often see pushing marketers toward more publicity-related roles. [/quote] Facebook can be an excellent tool to help facilitate these relationships. Below are some tips for hospital marketers to use to help get the most out of Facebook marketing. Keep It Positive: Facebook is designed to foster a positive environment, which is allegedly why there’s a “like” feature but not a “dislike” feature. Posting good news about patient recoveries, information about recent awards and news about new procedures help keep your patients and followers engaged and excited about your work within the community. Post a Photo: What’s cuter than posting a birth announcement featuring an adorable sleeping infant? Just make sure you have the adequate permissions before posting anything that might infringe on individuals’ privacy. Create an Infographic: Want to try to explain a new service in detail? Use an infographic to relay important information about how the service will provide benefits to patients. Make sure that any data that you use in your infographic is verified and footnoted, and you’ll not only secure your team leaders within your community, but will also solidify your expert knowledge of patient services. Involve Your Employees: Facebook marketing doesn’t necessarily mean sticking to providing information about day-to-day hospital operations. Instead, humanize your brand with information about the staff, including everyone from surgeons to administrative staff to the marketers themselves. Reaching out to your staff in this way may also encourage sharing behavior on your staff’s pages – plus, who doesn’t like to be recognized for their contributions? As hospital marketers know, there are important legal restrictions in terms of hospital marketing. Legal counsel often requires legal waivers and consent forms from anyone whose identifying information they may post online. Hospital marketers should hold themselves to the highest standard of integrity in this capacity, as hospitals have extensive access to highly sensitive confidential materials. Any new Facebook marketing initiative should undergo legal review in order to prevent the possibility of legal complications. That said, there are still plenty of fun ways for hospitals to use Facebook. For more ideas as to how hospital marketers can use social media to help create innovative marketing campaigns, reach out to our Florida advertising agency to help you create an intelligent, interactive Facebook campaign.