Retargeting is widely used in Ecommerce Marketing
Retargeting or remarketing (marketing professionals interchange both terms use) is a practice that allows brands to reach out to 98% of customers who never converted during their first visit. Most Ecommerce shops use this to improve their conversion rates and often see high levels of success during usage.
However, tracking pixels and remarketing isn’t just for shops anymore. Anyone, especially HVAC companies, can use it to their marketing advantage. Learn more about it here.
It has huge potential if used as an HVAC marketing strategy
HVAC companies are similar to online stores and websites like Amazon and Alibaba. Both have something to sell. For HVAC companies, it’s a huge number of specialized services that only require manpower to perform and provide.
In turn, if their website uses retargeting, they can keep track of customers who view their service pages. Then, through network advertising, reach out to them again using customized banners that ask them to finish availing or reserving the service.
Using Behavioral Retargeting To Improve Your Campaign Visibility and Performance
How Does Retargeting Work?
For ECommerce websites, retargeting takes the web pages a particular IP address visited. It does this through a simple website code/ cookie that customers agree to save in their browsers. This anonymous cookie is something they can delete later.
However, if they haven’t yet, then the cookie will help retargeting providers serve advertisements to people who visited your site previously. In turn, seeing the last item they viewed, they’ll most likely be ready to purchase it now.
For HVAC companies, they can use special banners to draw back their customers and have them consider having an appliance repair or installation. Retargeting providers will present the last business services your audience viewed for maximum conversion potential.
Keep Track of Long-Time Window Shoppers
Retargeting works if you have long-time window shoppers looking at your website. In the case of HVAC companies, people mostly look at your blogs for tips and advice.
Therefore, classify each blog to a service page you’re trying to promote. In doing so, you can categorize customers and target them based on the pages they visited. For example, you will serve special banners for those who only view HVAC repairs and another for installations.
Segment Customer Lists By Behavior
Retargeting creates customer awareness for new services and other announcements. Conversion-oriented remarketing strategies focus on encouraging customers to buy a product or service.
True enough, there will be curious yet uninterested audiences. These will visit your website for just a short while and then bounce immediately.
Others will be curious and interested customers who click through your blogs, read your service pages, and actually look at the pricing page.
The latter customer is who you want to see a retargeting ad to encourage them to use your HVAC services.
Different Types of Retargeting
Standard remarketing is what we mostly discuss in this article. They visit the website. Then, the tracking pixel allows display retargeting networks to show your ads closely to them.
Dynamic remarketing is similar to its standard counterpart except it shows the specific products or services the customer browsed through your website.
Additionally, you can utilize these two retargeting methods to show ads to visitors through mobile apps. This requires working with a specific mobile retargeting network.
If you have instructional YouTube videos, then you can show YouTube ads to these visitors if they frequently use the service.
Lastly, email list remarketing uses your existing newsletter email lists to encourage customers to look through your display advertisements and increase their chances of conversion.
Optimization(CTA, actionable copy, engaging headline, visually appealing)
Lastly, like all advertising, landing pages, and everything else advertising, you must make your remarketing banners appealing.
It must include an actionable call-to-action. Then, you must create a short a compelling copy to answer their primary service questions. Next, craft an engaging headline and visually appealing aesthetic to attract attention.
Conclusion
Retargeting is a useful tool not just for ECommerce services but also for HVAC contractors. By using it to your advantage, you can increase your conversion rates to stellar heights.
