We're sure that you are knowledgeable of numerous digital marketing strategies and probably can't recall half of them. In this article, we'll talk about one of the strategies that causes a lot of confusion but, at the same time, is extremely effective, remarketing.

What is remarketing?

Very briefly, remarketing is to do marketing again to the same person or target audience. Here, the goal is to nurture the interest of these people.

Putting it to practice, this strategy is applied once we capture leads and, via e-mail, send content according to the interest of that persona or target audience, and that leads them into taking the action we want.

Remarketing can be used in many situations. From emails for lead reactivation with new offers or new catalogs to small reminders of something that was scheduled but did not happen. 

Remarketing’s goal is very clear, to increase conversions. Besides that, it allows that the lead has a more personal communication with the brand through the personalized e-mails that were sent to him. This will make the lead remember you, and when he needs a product/service that you provide, you'll be the first person that comes to mind and do business with you.

51% of people say that they like personalized emails and VIP treatment (AgilOne)

How can I create a remarketing campaign?

First of all, it is essential to plan according to the state of each lead. For example, a lead that already has knowledge of your brand should receive different content and offers from those that still don't know what you have to offer.

In this case, the perfect scenario is to segment your leads by audiences (groups), in which you'll create different content for each audience and do business with those who are more inclined to purchase.

Combine sending e-mails with Landing Page creation. With this, you'll generate more leads and keep those that primarily didn't show interest, activated.

Generally, Remarketing alone focuses on speeding up the purchasing decision. The combination of these strategies allows you to create more opportunities to capture leads and making sure they advance in the sales funnel. 

Now that you understand what remarketing is, start using this strategy in your company.

"The sales team owns the sales funnel. But as a B2B marketer, you feed the top of their funnel."

Doug Kessler, Creative Director of Velocity Partners