What is remarketing?

Get your contacts in the Cookie Jar!

Get your contacts in the Cookie Jar!

We all have a contact database, people we’ve met over the years. Maybe out networking, at lunch with a business contact or even down the local pub. 

But how can you capitalise on this within your companies marketing. The last thing you want to do is annoy those new found contacts with cold sales calls.

Get them in the cookie jar! Then provide them some value.

Remarketing to your cookie jar

The first and most underutilised way of using a website cookie is remarketing. 

You can use your list of contacts on a number of platforms to build a custom audience of people you want to get your brand in front of.

What is remarketing?

Facebook custom audiences, Google custom audiences, Twitter custom audiences, Linkedin custom audiences to name a few platforms allow you to add your contact data and put your adverts in front of them.

It is such a cost effective way of having your contacts see your brand as they browse round the world wide web.

Even if they take no action, your brand is being reinforced over again.

It is of course very important not to overdo this and create a negative brand impression. But this can be carefully managed by defining the right campaign settings.

Understanding your contacts needs and requirements

We now have access to some great technology when it comes to utilising the information a website cookie can give a webmaster or business owner. 

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I’m sure we have all seen Google Analytics data? If not, 1, where have you been? 2, get it set-up right this minute!

But did you know you could use the same information to build up a profile of what your website visitors are interested in? What pages have they visited?

We work with a marketing automation platform called Active Campaign. Using this software we can create lead scores based on what a contact has done on the website.
Active Campaign - Marketing Automation logo

For example:

If a contact clicks through from an email sent using Active Campaign we install a website cookie. They click on a training course information page, then they click through to a specific course page and then look at the pricing and dates page for the course.

We can use this data to add points to their lead score. Once this threshold is reached we email the contact information through to the sales team. They can then contact the lead.

This has 2 benefits for the business, first they aren’t wasting time on people who have accidentally clicked through from the email but have no interest in the service and secondly they know that when they do call the contact, they will know who they are and a bit about what they’re talking about.

It’s a warm lead rather than a cold lead.

Summary

It’s really important in business these days to take advantage of all opportunities to get your business in front of people. You never know when they might need your services.

Utilising cookies and your existing contact data can help you do this and for not a massive cost.

If you feel the above might be something your business needs to get in place but worried you don’t have the time or the resource in house to set it up. We can help, just give us a shout.

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