Remarketing is quickly becoming the tool of choice for businesses looking to increase online conversions. An estimated 43 percent of companies are using some kind of remarketing tactic to bring back former website visitors. Applying these ideas to franchise recruitment marketing allows you to target prospective franchisees as they go through the research and decision-making process.
What is Remarketing?
If you’ve ever searched for something on a website and were served ads for the same product or service somewhere else later on, you’ve seen remarketing in action. A remarketing campaign displays ads for your brand across the web. Ads may appear in search results, on other websites, and on social media networks. The goal is to bring people back to your website until they “convert,” which typically comes in the form of a phone call, form submission, shopping cart purchase, or newsletter subscription.
The Google Display Network (GDN) has one of the widest reaches for remarketing. Its display ads appear on 90 percent of all websites. Popular social sites such as Facebook, LinkedIn and YouTube also offer remarketing tools. The takeaway? A properly managed remarketing campaign ensures your brand is in front of prospective customers no matter where they are online.
Benefits of Remarketing for Franchise Recruitment
Here are some reasons why franchises should strongly consider implementing ad remarketing campaigns for their franchise recruitment efforts.
Keep Top of Mind When it Matters Most
Determining which small business or franchise concept to purchase is a major decision, not to mention expensive. The decision-making process often involves extensive, in-depth research.
The sales process doesn’t always end when the prospect makes contact with the brand; almost half of qualified leads are not ready to buy just yet. They need more time to evaluate all options, attend open-houses, revisit their finances and life-goals. With an effective ad remarketing campaign, you can ensure that your brand and your message keep top of mind with all potential prospects during the entire decision-making process.
Remarketing = Non-Pushy Sales Rep
Most people don’t like having their days interrupted by sales reps that are contacting them about purchasing a product or service; we have enough on our plates already. Sometimes sales reps do more harm than good by constantly reaching back out to the prospect for an update on their decision. With remarketing your ads act as a gentle reminder about the benefits of choosing your brand, allowing prospects to easily reconnect with you on their own time.
The GDN and other remarketing platforms help you acquire valuable data about your ideal franchisee prospect, including demographics, hobbies, interests, locations, and device usage. Brands can use this data to enhance their overall marketing campaigns. For example, if your remarketing campaign shows you that a majority of your leads visit cycling related websites, then you may consider buying ad space in a particular cycling magazine or sponsoring a cycling-specific event.
When remarketing through Facebook, use their “Lookalike Audience” feature to reach out to a wider audience by displaying ads to people with characteristics similar to those of your targeted audience.
With traditional advertising, you pay for every ad even if people don’t act on it or even see it in the first place. Pay-per-click (PPC) advertising campaigns, however, allow you to only be charged if someone actually clicks on your ad. If they see your ad and don’t click on it, then the end result is a free branded impression. Furthermore, thanks to Google’s recent updates to AdWords, impression based ad campaigns will only charge you for ads that are viewable. This means that your budget will only be spent where it can have an impact.
Without a good remarketing campaign, you may lose most of your prospective franchisees when they navigate away from your website. Understanding how to take advantage of remarketing’s perks can put you a step ahead of the competition.
Tips for Running an Effective Remarketing Campaign
Successful remarketing relies on a number of factors working together to bring your brand to the right audience:
- Diversity in ad types and channels to meet people where they are. Use a combination of the GDN, Facebook, LinkedIn, and YouTube based on the data you gather about your target audience.
- Categorize ads by dividing visitors into specific lists. Show different sets of ads to people based on how they engage with your franchise recruitment website. For example, consider setting up one set of ads to those who only view the homepage, and another set for people who submit a request to learn more information about your franchise opportunity.
- Monitor your campaigns and make changes to your ad copy and your targeted audience on regular basis. Allocate more advertising funds into the channels and ad types that create the most quality leads and less on ads that are not generating new conversions.
Remarketing sets your franchise brand up for growth by keeping you in contact with potential franchisees. A strong campaign creates a consistent brand image and a positive reputation. Together, these draw visitors back to your website and prompt them to get in touch with you. Local Search Masters gives you the tools you need to create, deploy, monitor and manage a successful remarketing campaign for franchise sales. Contact us today at firstname.lastname@example.org to get started.