For years, marketers have tried to figure out how to track people throughout the Internet. Doing so would allow them to pitch their marketing messages to specific people, not just all people en masse. That’s what ‘billboards’ are supposed to do, aren’t they? They’re meant to pitch a message to many different people, whether those individuals are interested in the message or not.

But there’s a new marketing technique that is so powerful, it only targets those who are in fact interested in what you’re offering. It’s called remarketing and it’s taking the dental marketing world by storm.

 

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What is Remarketing and How Does It Work?

Remarketing is the process of pitching online advertisements to individuals who have already visited your website. First, the person lands on your site and is tagged with a cookie. That cookie will then allow you to follow the person around the Internet. This makes it so that your ads will show up for the person, even if they’re on the New York Times website or on Facebook. And because you’re only pitching to people that have been to your site, and are thus already interested, you’re spending less on ad clicks and are more likely to experience a high ROI at the same time.

Now that you know how remarketing works, here are a few facts that may surprise you.

1. Your Competition Probably Isn’t Using It
Dental remarketing is still fairly new, which means that it has yet to reach ‘mainstream’ status. It won’t take long for the competition to catch on once it does, however. That means that you should be putting it into place right now if you hope to beat out every other dental office in town.

2. Those Who Are Using it Are Probably Doing So Incorrectly
Of those individuals and marketing firms that are using remarketing at the moment, most of them are doing it flat-out wrong. There’s both an art and a science to handling dentistry remarketing properly, some of which we are about to cover in order to give you the edge you need.

3. Effective Remarketing Makes Good Use of Facebook
With a billion active users already onboard, Facebook is the one platform that you definitely want to use with remarketing. Imagine pitching your ads to people while they’re talking to their best friend or looking up a recipe their grandma just made. People spend time on Facebook whether they’re at work or play and that’s exactly what you want when remarketing is your goal.

Why Remarketing is So Powerful

Reminds Prospects: Most people land on a website and then immediately forget about it. With dental remarketing, you can remind the person where they just were (your website) and where your dental office is located (nearby), enticing them to finally take action.

Gets People to Act: The main goal of any remarketing campaign is to get more people to walk-in or call. And since most people have to see a marketing message repeatedly before they will take action, remarketing gets people to take all intended actions with much greater frequency than other advertising means.

Provides a Psychological Urge: Dental remarketing ads are designed to make someone either feel bad about not coming in or they feel an enormous urge to take action, they just don’t know why. Yes, remarketing is that powerful. By simply saying, “We’re here when you need us,” or, “We know you’ve been to our site, now it’s time to call,” most prospects won’t be able to resist choosing you over the competition.

Allows You to Cross-Promote: This powerful marketing technique also allows you to promote services that might not be getting very much attention at the moment. Let’s say someone lands on your orthodontics page. The general thinking is that this person must need braces. Wouldn’t it be great if you could use a remarketing ad that pointed people to your Invisalign page? Or maybe you’d like to push your cosmetic dentistry smile makeovers page. The possibilities are endless.

How to Put Remarketing to Work for Your Dental Practice

Dental remarketing works through pay-per-click advertisements. If you already have a PPC campaign in place, you’re probably marketing to a wide audience, much like the billboards we just discussed. That means your ads are currently being shown to prospects and non-prospects alike. But if you change your PPC campaign to show remarketing ads, you’ll only pitch to those who have landed on your site, your clicks will decrease, less of your budget will get used and your ROI will be potentially higher.

If you want to put a remarketing campaign into place right now, contact the digital marketing experts at Firegang Dental Marketing. Click here to learn more.