The average website converts only 2% of its total traffic into sales. That means 98% of customers reaching your site are a missed sales opportunity.
What if you could reach that 98% after they leave your website and head elsewhere on the web?
Retargeting achieves this goal and helps you continue the marketing conversation with those potential buyers even after they leave your website. Those ads that seem eerily prescient, displaying content from sites you’ve recently visited, are the work of retargeting.
How Does Retargeting Work?
As an example, let’s imagine that you’re a golf lover. You’ve researched new golf clubs but left the website without purchasing anything. You now have moved on to check the weather for tomorrow’s tee time. There on the Weather Channel site is an advertisement for that gorgeous set of clubs you just looked at. That’s retargeting in action.
How Effective Is Retargeting?
Marketers consider retargeting essential to their digital advertising programs. If you’re not using retargeting, the effectiveness of these ads should persuade you to give them a chance:
- 70% of site visitors experiencing retargeted ads will purchase products.
- 25% of people enjoy seeing retargeted ads.
- Three out of five people remember seeing retargeted ads and eventually make a purchase.
- Click-through on retargeted ads is 10x higher than for traditional ads.
In addition to the quantifiable benefits listed above, there are additional marketing benefits from using retargeting:
- Build your brands. By providing an ad that links back to your company’s website, you’ll continue to build brand awareness among your target audience.
- Display ads to viewers already engaged in your brand, products and services.
- Increase conversion rates.
- Collect data on site visitors.
- Align editorial content to your site visitors to continually improve engagement.
Retargeting: Get In on the Action
One of the biggest platforms for retargeting ads is Facebook. Facebook has two billion daily active users, which means that two out of every seven people worldwide are exposed to advertisements on the site every day. Facebook’s platform offers robust retargeting potential.
Once you’ve selected your target customers, consider where they will land once they click your ad. Do you need to set up a unique landing page to thank them for clicking the ad or otherwise incentivize them to make a purchase? Should you direct them to a specific page on your website? Or do you send them to an established promotional page?
Next, you’ll need to set up the retargeting data in the platform of your choice. The code for the cookie needs to be dropped onto your website, and then the campaign launches. Some companies offer discounts or free shipping, for example, to reward customers for responding to their retargeting ads and marketing campaign. The choice is yours on what message you would like to deliver to your target customers.
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Missed last month’s article? Click here to read Integrated Strategies: Combining Email & Facebook to increase total reach.
INDUSTRY TRENDS THAT CAN AFFECT YOUR MARKETING
MDW Partners With Bitfury and Longenesis to Deliver Next-Generation Healthcare Blockchain
The Bitfury Group and Longenesis announced a partnership with Medical Diagnostics Web (MDW) to bring new implementations in blockchain technology to MDW’s growing radiology marketplace.The partnership between Bitfury, a full-service blockchain technology company, Longenesis, a startup that merges artificial intelligence (AI) and blockchain, and MDW radiology marketplace will create a next-generation platform for maintaining, sharing and securing medical imaging and diagnostics data.
MDW is the first radiology blockchain platform designed to connect all players in the medical imaging ecosystem to create an open and transparent marketplace for image interpretation. It allows radiologists to contract with imaging facilities and securely share patient data and medical images such as X-rays and computed tomography (CT) scans for interpretation.
The combination of new technologies, built on Bitfury’s Exonum private blockchain framework, will take the security of sensitive medical information to the next level, according to the companies. It will provide users with a more robust and discrete environment, while allowing transactions to be validated by nodes installed at a variety of respected sites, using “anchoring” technology to increase trust in recorded transactions.
Longenesis’ data management practices will ensure that medical data, while recorded transparently via blockchain, is accessible only by authorized parties in full compliance with HIPAA, GDPR and “right to forget.”
This advanced new infrastructure, with baked-in data anonymization, advanced encryption and user permissioning, complements MDW’s existing immutable blockchain audit trails and tamper-proof records of patient data that create safe and transparent way for users to exchange data and increase care quality, while improving efficiency and interoperability along the care continuum.
Keys to Marketing Interventional Radiology Services
The specialty of interventional radiology is not widely understood among the general population, as evidenced by stories like First Lady Melania Trump’s embolization procedure in May 2018.
According to Dianne Keen, director of business development and marketing for Northside Radiology Associates in Atlanta, there are three elements that are critical to any marketing strategy for interventional radiology:
- Have an IR physician champion — someone who is willing to put in extra hours to inform others of the value of interventional radiology. “Simply put, an IR practice will not grow without at least one interventional radiologist who both understands the value of marketing and is willing to sacrifice his or her time and energy to make the program succeed,” Keen wrote in IR Quarterly. “This is true no matter how much money you spend, what procedures your team promotes, or how clinically skilled you may be.”
- Ensure your IR clinic is well-structured to handle the new influx of patients from your marketing efforts. The clinic should be a place where “you (the interventional radiologist) are seeing your patients and consults,” said Keen. “You have to become one of their doctors.”
- Have someone with marketing expertise to lead and coordinate your efforts. Northside Radiology Associates does an extensive outreach campaign throughout its territory, which encompasses three hospitals and 60 imaging clinics across the state of Georgia. Keen said much of her efforts go toward traditional media avenues like outdoor advertising and signage and radio. (Interestingly, the 2017 SIR survey bears out the efficacy of these methods — among all women 18 and older, 23 percent first learned about uterine fibroid embolization through advertising.) She also arranged speaking engagements for NRA’s 70 physicians, for everything from community events to Tumor Boards and Continuing Medical Education (CME) talks.