Remarketing Your Catering Business
Have you ever looked at a pair of shoes at an online retailer? Maybe you decided you wanted to try them on in the store so you didn’t purchase them online. Then you moved on to Facebook and oh, there are those shoes you were just viewing. What a coincidence. Then you go to check your favorite food blog for their latest post and darn if those shoes aren’t on that page, too. Soon, you feel like you’re being stalked by this pair of shoes. So how does this happen? Turns out they are using a little tool known as Remarketing.
Remarketing is an online digital marketing tool used to display previously viewed products to consumers that are already interested in them. Now, it may sound a little creepy, but in reality it is not. What it is, is a smart use of the information you’ve gathered about consumers who are already interested in you. Once a consumer visits your website, maybe to check out your menu or your prices, you can recapture their attention again once they’ve moved on to another website. This can remind them that they wanted to revisit your website to do more research or maybe they had already made up their mind but haven’t gotten around to booking yet. Remarketing is, if nothing else, good for building brand recognition.
So how do you implement a Remarketing campaign? Well, if you use a third party Search Engine Marketing firm they can take care of it for you. If you are in charge of your own Search Engine Marketing you can set up a Remarketing campaign through your Google Adwords account. What you want to do is determine a few key websites you’d like your ad to show up. Another important step that some often forget is to also determine websites you do not want to show up on and keywords you do not want to be associated with. For example, if you chose to show up on the NewYorkTimes.com but you happened to show up on an article about severe food poisoning, you probably wouldn’t think that was the greatest association. (Look up Remarketing Fails if you’d like a good laugh.) In that case, phrases and pages to avoid might be more important than pages you’d like to show up on.
Remarketing is a great tool to help you recapture interested consumers. It is the best way to capitalize on people you already know are looking at your product. Instead of blanketing the market and hoping you’re getting the attention of someone who may be interested, focus on those you know are interested.