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Not everyone who visits your site immediately schedules an appointment with you or fills out a form that converts them to a lead. Some of them may have just stumbled upon your website because of a blog you published – and they may have found valuable information on your blog but didn’t purchase anything, or take action, on your site. Therefore, most likely, you’d consider that visitor a missed lead. However, you shouldn’t. There’s still an opportunity to stay at the top of that visitor’s mind and possibly even convert them into a lead or future patient. With the help of remarketing, you can still connect with past visitors who came to your website.
So, how can you use remarketing to grow your practice?
Everything About Remarketing
In a previous blog we published entitled Remarketing Advertising for Your Medical Practice, we defined what remarketing is. But to give you a quick overview, remarketing is any sales and advertising strategy that maintains contact with potential customers after they visit a business. In the digital world, it is a business tactic focused on showing targeted ads to people who have already visited or taken action on your website. So, how can healthcare providers take advantage of this marketing technique?
Remarketing is a powerful online marketing technique because it allows you to stay connected with your target audience even after they leave your site. It actually provides an extraordinary way to keep your practice in the minds of visitors who search for your services. Remarketing involves cookies that are installed onto a website visitor’s browser. The cookies follow them around to different websites and find the specific products that they are looking at. Here are some of the benefits you’ll see if you utilize remarketing:
- Remarketing is more personalized since marketers know what a particular person has looked at on websites and the pages that they’ve visited.
- It is cost-effective because the ads are shown to people who have already shown some interest in your services.
- Remarketing improves brand awareness for people who visited your site, so those people will likely remember your medical practice.
- It increases lead conversion since the ads are only shown to people who are already interested in your services.
Platforms for Remarketing
There are many different digital marketing channels available that medical practices can utilize to grow their practice. And if you are not familiar with any effective marketing strategies, then you’re actually losing money. Again, you can use remarketing which is about capturing a potential patient a second, third, or fourth time. Here are some of the marketing platforms you can use:
We all know that Google is a powerful search engine and when it comes to remarketing. Google Adwords describes its marketing service as a way of showing ads to people who have visited your website. And Google Adwords only shows ads that are relevant to those visitors. When you utilize Google Adwords, you create a list of targeted people. For example, if a visitor ordered skin care products on a website but did not proceed in purchasing them, the owner of the skin care clinic can show that visitor an ad of their skin care items when he or she goes online again. The ad might then trigger an action from the visitor that leads to a purchase.
One of the big benefits of using Google AdWords is that it has a very good success rate in terms of ROI, which basically means you get a good return on your investment. And it is really easy to create an ad, as Google have everything set up ready for you.
With more than one billion people active on Facebook, it is safe to say that Facebook is another leader in remarketing. Facebook’s Customer Audiences is the extension of the popular Facebook Ads. It works by creating a Facebook pixel that you adds to your website. Then, allows you to build your custom audience. It also enables you to build lists for specific sets of audiences based on the pages they visit on your website or people from your email subscription list.
Instagram can also be a good platform for remarketing. Why? It has more than 300 million users and is used by celebrities and social media influencers who share pictures and stories with their followers. It works the same way as Facebook – you can use a Facebook Ads account to set up your target audience and launch retargeting ads.
Twitter also joined the remarketing realm. To maximize your reach on social media, you may consider using Twitter for remarketing. You can install a Twitter pixel onto your website to collect the cookie IDs of visitors to then match them to Twitter users. Once a user checks their Twitter account, they will see your ad on their feed. Pretty simple, yet very effective.
ReTargeter offers a range of solutions including Facebook, Web, CRM, Audience, Dynamic Retargeting and Search options. It works by placing a small, unobtrusive piece of code (pixel) on your website. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, they are served with ads for your business, ensuring that your ads are served to only to people who have previously visited your site.
But there is a new player in the remarketing realm that can help you grow your practice and it’s called Website4MD. We are a healthcare marketing agency that can help you create targeted audiences to fit your patient profiles, deliver pointed messaging that drives awareness and traffic to your website. We also maximize your advertising dollar with the power of remarketing campaigns. Furthermore, we make sure that your message stays at the top of your patients’ minds. Schedule a meeting with us and let us help you acquire more patients.