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What is retargeting and why is it so important?
When browsing the Internet people seem to have a very short attention span. In the case of Plumbing and HVAC companies someone may be looking to install a new water heater or air conditioner, but isn’t in any immediate rush and wants to test the waters first. Potential customers can get distracted too and close out your page simply because they have to tend to some other obligation. That is why retargeting is so important for directing a potential customer back to your website in order to get them to call your company so you can make that final sale.
What is retargeting? Retargeting is persistent marketing and ensures that if an individual was interested in your services they will continue to be notified that your company exists and is ready to help. Say for instance that someone wants to replace their old sink with a newer model that will fit the look and feel of their bathroom. After visiting your particular website they then go look at something totally unrelated such as a page about Indonesian coffee. Using a simple JavaScript code you can make sure that a banner pops up on the next site they go to, reminding them that you are still out there and ready to provide them with what they need. No matter where they go online your banner will follow them. If a customer returns to your website a second time they are 70% more likely to opt for your services.
Always be on their minds
This relatively inexpensive tactic is truly a way to reel in return visitors and it is also a good tool to keep you on the minds of past customers. You can send out a message that thanks them for their time and suggests a number of related services that they may need in the future or perhaps a discount that is only run for a period of time and will become useless if they don’t act now. About 30-50% of your prospective buyers will sign up for the discount on the very last day it is being offered.
Make your retargeting strategy your own and pick they way in which you want to distribute your company’s information. The settings for a retargeting campaign are very specific and can be tailored to pinpoint specific clients and even local areas. If you are an HVAC technician that services a certain community in say, Idaho, there would be no reason to spend more money advertising to someone in New York City. You even have the ability to track everywhere your customer goes online.
Using Facebook to your ultimate advantage
Facebook retargeting is also a powerful way to get soon-to-be customers back to your website and convert that click into a sale. Send out reviews and testimonials and they will continue to reappear on their page illustrating how much people trust in your company. Create a setting for look-alike buyers and reach out to even more people that could potentially become long-term clients. The point is to stay in the faces of your target audience. Facebook will also keep track of who is gravitating towards your page and even give you a breakdown based on age, gender, specific interests, and more. Today is the day to bring those first time visitors back!
Now that you have learned the power of retargeting for your Plumbing or HVAC business, click here to view this helpful article for building a more specialized campaign.
Want to learn how to bring back first time visitors to your Plumbing or HVAC website and convert more of them into sales? See how retargeting can help, just click here to schedule a time to talk with us or call 866-610-4647.
[bctt tweet="Retargeting: Reel Back First Time Visitors and Make the Sale"]
