How to Use Retargeting Ads In Your Marine Marketing Strategy.
In the growing world of Digital Marketing, it’s crucial for every marine businesses to navigate their way towards successful campaigns. One effective tool that can help steer your marketing strategy in the right direction is retargeting ads. In this blog post, we will explore how retargeting ads can be a powerful addition to your marine marketing arsenal, driving engagement and conversions to new depths across multiple platforms.
Understanding Retargeting Ads:
Retargeting ads, also known as remarketing ads, allow you to re-engage with website visitors who have already interacted with your marine business online. This can be achieved through a pixel or cookie-based technology that tracks users’ actions on your site. Once visitors leave your website without converting, retargeting ads bring them back by displaying relevant ads across other platforms they visit, like social media or websites.
Segmenting Your Audience:
To ensure effective retargeting, segment your audience based on their interactions with your website. For instance, categorise them into groups like “Visited Product Pages,” “Contacted Sales” or “Created an Account.” This granular approach helps deliver tailored ads that resonate with each group, increasing the chances of converting them into customers.
The Meta Retargeting Strategy:
Remember, the viewers of these ads will already have had a previous experience with your website or brand. At this stage, there are 3 types of campaigns to utilise.
- “Why Choose Us” – these campaigns focus on the reasons why a custom would pick you over your competition.
- “Customer Experience” – Showcase the customer journey, share reviews, results, etc to help build social proof.
- Dynamic Ads – These are commonly found on e-commerce stores, where you dynamically show the customer what they had previously been looking at, or previously added to their cart. But these can be used by all types of businesses. E.g. showing the exact charter boat someone was looking at.
Create The Perfect Ads:
- Use high-quality images of your products, services, or simply use images that connect with your target market – yachts, sailing, fishing, etc.
- Create copy that showcases your product – not “show off” your product. It should ask a question, and your service or product should be the solution.
- Add strong call-to-action (CTA) phrases like “Buy now” or “Book Now.”
Frequency Capping:
While retargeting is powerful, it’s essential to strike a balance to avoid overexposing your audience to ads. Implement frequency capping to limit the number of times a user sees your ads within a specific time frame. This approach prevents ad fatigue and ensures your marine brand remains fresh and engaging. Typically, you should aim for a frequesncy of 6-10 times per customer. If you are over this, reduce your budget, and vice versa.
Finding The Right Place:
A lot of the strategy comes down to, right place, right time. We want to show the ads to the right people, in the right mindset, and with the right offer. Offer special discounts or promotions to those in the consideration phase, and provide irresistible incentives for those ready to convert. Timely and relevant ads will elevate your marine marketing strategy.
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Conclusion
In the vast ocean of marine marketing, retargeting ads act as a powerful compass, guiding potential customers back to your business. By understanding your audience, crafting compelling creatives, and strategically aligning your ads with the customer journey, you can unlock new waves of engagement and conversions. Embrace retargeting ads as a vital part of your marketing strategy, and set sail towards a prosperous future for your marine business.
Remember, the key to successful retargeting lies in offering valuable content and personalised experiences that resonate with your audience’s unique needs. Continuously analyse your campaign performance, making necessary tweaks to optimise results. With every click, every conversion, and every journey retaken, you’ll find yourself steadily charting a course towards increased brand loyalty and business growth.
The Digital Deckhand