Flooring Installers: Tips for Creating A Highly Effective Retargeting Campaign
Retargeting is a highly effective type of digital advertising that allows you to target potential customers with ads based on their online behavior. Retargeting is also sometimes called remarketing, but the principle is the same.
Retargeting helps convert online window shoppers into actual paying customers. Only 2.35% of website visitors actually convert, so you could be doing tons of work on your website to help bring in traffic, but the chances are that those visitors won’t convert on that first visit.
In fact, according to The Marketing Rule of Seven, people need to see or hear your marketing message at least seven times before they purchase. However, that rule was made in the 1930s. Today, experts believe that it’s closer to seventy-seven times!
Whatever the number, the result is the same. People need to hear from you a lot before they’re going to become paying customers. This is where retargeting comes in.
How to Use Retargeting Effectively as a Flooring Installer
As a flooring installer, retargeting allows you to retarget ads to people who interacted with your site or ads but didn’t take the desired action – hire you as a contractor. You can do retargeting campaigns on Google Ads, social media websites, and other places.
However, just like any other marketing tactic, it takes the right approach to get it right. Bad retargeting can hurt your brand.
Understanding the Buyer’s Journey and Shoppers Intent
Here are a few tips for using retargeting effectively to improve your flooring business:
Do you know your buyer’s journey? Do you know how a person gets from seeing or hearing about your business for the first time to calling to schedule an installation? If not, you need to get an idea of your customer lifecycle to do retargeting correctly.
Here’s why. You don’t want someone who has already seen a few introductory ads, had a conversation with you on the phone and interacted via email to see the ad that introduces you as a company. That’s not relevant to them. Maybe at that point in the buying journey, they need to get the ad that offers a discount to win them over. However, you don’t necessarily want to provide that same discount ad to someone seeing your ad for the first time.
Understanding your buyer’s journey lets you target ads at the perfect time in the buyer’s journey. You can set your ads to trigger based on specific behavior, but you have to know where that behavior falls in the buying cycle to be effective. So, it’s important to get to know your buyer’s journey.
Cater to Your Strengths and Goals
This is excellent advice for any marketing campaign. It’s vital to cater your retargeting campaigns to your strengths and goals. In other words, understand your USP (unique selling proposition) and understand what makes you different, and lean into that.
Also, get clear about your goals. For example, do you want to be a luxury flooring installer? Then, don’t waste your retargeting budget catering to site visitors who only visit your discount pages. Instead, get laser-focused on your strengths and goals and use that to drive your campaigns.
Limit Ad Frequency
Even though your customers will need to see and hear from you a few times before deciding to go with you, you still need to limit ad frequency. Too many ads can feel intrusive and annoying, especially if it’s the same ad over and over again.
Everyone has that experience of being followed around the web for weeks with an ad for that blender they didn’t buy on Amazon. It feels creepy and can have the opposite effect. Instead, set an ad limit. We recommend a maximum of three times.
Experiment and Test to Finely Tune Your Campaign
There isn’t a single marketing tactic in the world that doesn’t require some fine-tuning. Retargeting is no different. Be sure to watch your metrics and change your ads and tactics accordingly. Try to find the winning ad paths.
In other words, see which pages on your site get the most traffic. Then, see which visitors from those pages convert the most often. For instance, you might get a lot of visitors to your “services” page and your “about” page. Then, while retargeting, you realize that visitors who originated from your “about” page were twice as likely to convert. In that instance, you might put most of your budget into that page and then start testing different ads to find the magical formula for maximum conversions.
Utilize Creative Approaches to Advertising Content Creation
In today’s highly competitive ad space, it’s going to take more than a run-of-the-mill advertisement to get results. So, take the time to research and try creative approaches.
This might be employing videos, interesting images, or features like “dynamic creative ads” on Facebook. Dynamic creative ads allow you to have multiple ad variations (i.e., different headlines, pictures, ad text, etc.), and Facebook automatically serves the ad combination most likely to convert with each user.
Take your time to use creative approaches and try new techniques.
Bring the Human Element and Appeal to Emotion
People are inundated with numerous ads every single day. If your ads are dry and stale, they aren’t going to resonate. So you have to humanize your ads and appeal to your customer’s emotions.
For example, instead of making your headline:
- “High-Quality Hardwood Floor Installer”
- “Get Your Floors Installed”
- “Local Flooring Installer”
- “Get the Hardwood Floors You’ve Always Wanted.”
- “Need Fast and Friendly Flooring Installation?”
- “Finally, a Local Flooring Installer with Your Values”
It’s not just words either. Instead of using a picture of a finished job, show the finished job with the happy client smiling in the picture. Create an image that shows your work with the customer review overlaid on top of it.
The more you can humanize and connect with your ads, the more successful you will be.
Use Retargeting as an Effective Way to Grow Your Flooring Business
Ultimately, retargeting is a powerful tool for flooring installers, as long as you know how to do it correctly. If you follow these best practices, you’ll be on your way to converting more of your “window shoppers” into actual buyers in no time.
If you’re looking for a high-quality selection of budget-friendly flooring options for your projects – consider partnering with BuildDirect. We have the largest selection of top-notch flooring materials on the market, carefully curated by flooring industry experts.