WHAT IS RETARGETING
You know those little ads that follow you across the internet after you searched for a mattress. The ads that keep showing you mattresses. Yeah, that’s retargeting. You plop a bit of code into your site and tell ad networks to send users specific ads you designated through retargeting.
So that’s it in a nutshell.
WHY RETARGETING IS POWERFUL PLUMBING COMPANIES
Retargeting is a way to fend off the eventual decay of top of mind awareness. So when you make contact with a potential customer they are hyper-aware of you and you have a strong chance they will use you when they need something. That’s top-of-mind awareness on your side but that decays over time. Retargeting is a useful tool to delay that decay in awareness.
USING IT TO FINISH THE CONVERSATION
So here is an example. I’m in the market for a boiler tune. So I’m looking for a plumbing and heating company that can do that for me. I google, and I come across your website through search advertising. Now, I’m on your page talking about boiler tunes, great. But I click away before filling out a form or clicking on a phone number.
I’m prime for a retargeting ad that talks about boiler tunes. I just need one tiny push to get that tune scheduled. Luckily, I’m now being served a number of ads from YOU that push me to do just that. Your logo and your brand are giving me the information I need right now.
PLUMBERS SHOULD INCENTIVE THE SALE
Now a good way to give a potential customer that final push is to serve them a little discount. For instance, that boiler tune I was talking about, I didn’t hit the call button. But as I’m looking around my need for a boiler tune didn’t go away. Suddenly, I see an ad from your company offering a $75 discount on my next boiler tune, but only for this month.
At that point, guess what I’m going to do. The probability of my clicking on your ad taking advantage of a discount I know I’ll need is MUCH higher than my contacting your competition.
IT’S ALL ABOUT NURTURING THE LEAD
Not all potential customers are ready to buy the first time they run across you. Retargeting is all about nurturing that customer forward in your sales process before you have any contact information. That’s why it’s so powerful, it’s the only way you can essentially tap a customer on the shoulder asking if they are ready to buy.
THE FUTURE OF RETARGETING FOR PLUMBING COMPANIES
One thing to consider is that Apple is currently rewriting the rules of how a user is tracked on their platforms. When they release IOS 14 we’ll see what the ramifications are given this policy change but we anticipate that the tactics will remain, but the methodology will change. This doesn’t mean much for our customers but will change how we set this up on the backend of their websites and ad service.
With that in mind, the landscape is always shifting and we’re staying on top of the changes coming down the pipe so plumbing companies across the country can keep making that phone ring.
IF YOU NEED TO ADD RETARGETING TO YOUR PLUMBING COMPANY
Retargeting is built into our packages. We know it’s a critical piece of building a marketing system that brings you more leads over time. If you’re interested in how we can help you gain more calls, with less hassle. Give us a call at (206) 607-2560 or schedule your free consultation using the buttons below.
