Many Australian SMEs focus heavily on getting people *to* their website, but often overlook what happens once they arrive. That’s where remarketing – sometimes called retargeting – plays a crucial role in lead generation. It’s about re-engaging with people who’ve already shown an interest in your business, making your marketing spend far more effective.

Think of it this way: someone visiting your website is a warm lead. They’ve actively sought out what you offer. Remarketing doesn’t try to reach completely cold audiences; it nurtures that existing interest. It’s a powerful way to move potential customers further down the sales funnel.

Here’s how remarketing boosts lead generation for Australian businesses:

• Increased Brand Recall: People are bombarded with advertising. Remarketing keeps your brand front of mind with those who’ve already engaged, increasing the likelihood they’ll remember you when they’re ready to buy.
• Targeted Messaging: We can tailor ads based on the specific pages a visitor viewed. Someone looking at product X gets ads about product X, not a general brand message. This relevance dramatically improves click-through rates.
• Reduced Cost Per Lead: Because you’re targeting a warmer audience, remarketing campaigns typically have a lower cost per lead than broad prospecting campaigns. You’re not wasting money showing ads to people who’ve never heard of you.
• Recovering Abandoned Intent: Did someone add items to their cart but didn’t complete the purchase? Remarketing can show them those exact items, potentially with a small incentive, to encourage completion. This is particularly effective for e-commerce businesses.

Remarketing isn’t just limited to website visitors. We can also use customer lists (email addresses) to show targeted ads on platforms like Facebook and Instagram. This is particularly useful for promoting new products or services to existing customers, turning them into repeat buyers and potential advocates.

To get started with remarketing, we recommend auditing your current website tracking. Ensuring you have accurate data collection is fundamental. Then, define your key lead generation goals and build remarketing audiences based on website behaviour. Finally, test different ad creatives and messaging to optimise performance. A well-executed remarketing strategy can significantly improve your lead quality and conversion rates, delivering a strong return on investment.