What Is Remarketing for Manufacturers and How Can It Work for Your Industry?

The sales cycle within the manufacturing industry is usually long. By the time a customer is ready to make a purchase, they have likely spent weeks, months, or even years considering their options. This is why remarketing for manufacturers is so important.

According to research from Gartner, the B2B sales cycle has been dramatically shifting towards more digital experiences and customer self-learning.

By promoting your business to customers who have already shown an interest in your brand, your marketing money can be more effective.

To learn even more about the benefits of remarketing for manufacturers, keep reading.

Key Takeaways

  • Remarketing is an effective way to target customers who have already shown an interest in your brand and products.
  • Manufacturers can use remarketing to keep their brand fresh in their clients’ minds while they are working through the research and buying cycle.
  • Businesses can use remarketing for banner ads, search ads, and email marketing campaigns.
  • Remarketing is an effective way to target your competitors’ customers.

What Is Remarketing?

Remarketing, also called retargeting, is a form of digital marketing where users who have visited a website or viewed a specific product are then shown ads for that site or product on other websites.

Since this method targets existing customers or at least interested visitors, it is seen as another chance to convert, keep, or even upsell customers. The hope is that when customers see your ad, they are reminded of you and your products and return to your site.

The Ultimate Guide to Digital Marketing for Industrial Companies

Remarketing sends targeted ads to users who have already visited your website

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Remarketing can also be triggered by online searches, ad clicks, unfinished orders, and social media interactions.

5 Benefits of Remarketing for Manufacturers

Because of the length of the sales cycle within the B2B manufacturing industry, you must keep your business and products in front of your potential customers for as long as you can. Remarketing is the ideal way to do this as more and more customers are doing their own research online before they even contact your sales team.

Here are six reasons why remarketing is such a valuable tool for manufacturers.

1. Keeps Your Brand Fresh in Customers’ Minds

The more you see something, the more you tend to like it. This is known in psychology as the mere-exposure effect. This principle shows that without any preexisting negative associations, repeated exposure to a stimulus, in this case, an ad for your business, increases the preference for that stimulus. This effect is even stronger when the person does not notice the stimulus.

The more a customer sees your brand message, the more they become unconsciously familiar with your logo, your color scheme, and messaging.

2. Targets Your Most Valuable Clients

Remarketing is beneficial because it focuses on internet users who have already exposed themselves to your brand. Simply by visiting your website, they are expressing interest in your business and your products. These are the customers who are more likely to convert and a much better target for your marketing budget.

According to a 2020 study, the average conversion rate for websites is 2.86%. This is the percentage of website visitors who make a purchase the first time they visit a website. Remarketing works to capture all that lost traffic and bring them back to your site.

3. Uses Your Marketing Money Effectively

According to the February 2022 CMO Survey, B2B marketing budgets for products are expected to increase to 9.4% of revenue.

This report also shows that 57.1% of total marketing budgets are typically spent on digital marketing. If your marketing budget is increasing, you can get a good return on your investment with remarketing. While you want to advertise using standard display ads, remarketed ads typically have a higher click-through rate. One statistic shows the click-through rate for retargeted ads is about 10 times higher than display ads.

The click-through rate for retargeted ads is about 10 times higher than display ads.

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4. Available in Multiple Formats

There are five main types of remarketing campaigns:

  • Standard Remarketing: This is the most popular type of remarketing. It shows display ads to previous website visitors. These ads display on other websites, social media, or as ads in search results related to your products.
  • Email Remarketing: Another popular remarketing method is email. Email remarketing is similar to drip campaigns, in that they are triggered by a certain action, such as visiting your website and not completing an action.
  • Dynamic Remarketing: These remarketing ads are based more on what a visitor did while browsing your website. For example, if they viewed a product demonstration video, they might see an ad for that specific product instead of just your company.
  • Remarketing Lists for Search Ads (RLSAs): This is a remarketing option offered by Google AdWords. It is aimed at people who visit your website and then search Google for similar products.
  • Video Remarketing: Video remarketing includes video ads that display before or during YouTube videos. These would be focused on people who watched videos on your YouTube channel or visited your website.

As a manufacturer, some of these methods will be more useful to you than others, but you will likely find times when you can use all five methods.

5. Enhances Omnichannel Marketing

Remarketing works well with an omnichannel marketing strategy. This is where potential customers see similar, connected messaging that organically lead to each other no matter which channel they interact with.

For example, if they visited a product description page on your website, they would then see an ad for that product on another website. When they click on that ad, it takes them to a page of customer testimonials and includes a form where they can sign up for a consultation. Each branch of the marketing campaign adds new information to the overall message.

Shanahan Strategy Specializes in Remarketing for Manufacturers

As a manufacturer, you have unique needs. The marketing that is used for an ecommerce website or a local boutique shop will not work for a manufacturing business like yours. You need a specialized marketing approach. This is where Shanahan Strategy comes in.

We specialize in working with industrial companies to help them expand their client base and increase their market share. We focus on long-term, strategic growth. Our expertise can help fuel your marketing results, especially when it comes to remarketing.

Want to see how our strategy will work for your unique manufacturing needs? Schedule a free consultation today to get started.

How About a Conversation?

You know the results you want. We know how to achieve them. Let’s talk to see if we’re a fit. This is what we help industrial marketers navigate every single day. 

The initial consultation is free.  If you’re thinking, “this is exactly what we need,” then let’s talk. We want to hear about your goals and frustrations. If there’s an opportunity to work together, great. If not, we’ll point you in the right direction. Get in touch or request a consultation.


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