Retargeting is my favorite tool right now for a multitude of reasons I will describe in this section.
Like we’ve discussed, converting site visitors to actual leads can be quite the project. Part of the problem is the purchase cycle in medical verticals. It’s long!
For example, consider the buying cycle of household items. If you need new detergent, you go to the store and buy new detergent. You may do a quick google search on your phone to make sure what you are buying won’t cause allergic reaction in your kids, but by and large, it’s a quick buying cycle – less than 24 hours.
Contrast that with medicine. Choosing a surgeon, dentist or other medical provider is a major decision. Not only is it a matter of your health, but there’s an inherent expectation of an ongoing relationship after the selection is made.
The detergent purchase is like choosing where you and your spouse will have dinner on a random Tuesday, while the dentist selection is more like selecting your actual spouse.
So people like to research. They ask around. Visit websites. Look at reviews. (all of which we cover in this book)
This elaborate and lengthy purchase cycle has a detrimental effect on your website conversions. Of the people who visit your website, only 1-2% of them actually schedule an appointment. The other 98% are lost to inaction, distraction or a competitor.
Everything we’ve described so far is designed to increase the number of people on your actual site who are converting to leads.
Retargeting is different in that it keeps you front and center with your site visitors after they leave your site.
The Amazon “Coincidence” – Retargeting in Action
I love Amazon, and Amazon loves me (my money really).
They make it so easy for me to spend my money (one-click purchases are a blessing and a curse)!
If you shop on Amazon, you’ve likely experienced retargeting first-hand. Picture it: you’re on Amazon, looking for a nice new silicone spatula set because your old spatulas are pretty much worn out and your kid has commandeered them as drum sticks anyway (I’m not the only one who deals with this, right?).
You place them in your shopping cart, but you get distracted and end up not completing the purchase.
Later in the day, as you’re visiting your favorite news site, you see a banner ad for those very spatulas, with a special coupon offer for 10% off. This is not a coincidence. This is retargeting.
How does this magical marketing media work?
To delve into the mechanics of retargeting, we need to dip our toes into the tech-geek waters for just a moment and talk about what’s called a “cookie.”
Cookies are small files that a computer stores regarding the user’s preferences for certain websites. These files are primarily used to keep users logged in or store password information, but they can also be used to track which specific websites an individual has visited.
You are able to leverage cookies to your advantage in promoting your practice online. When a potential patient visits your site, a cookie can be automatically placed on that person’s computer and then used to present new advertisements to them wherever they go on the internet, just like Amazon does.
Retargeting creates as many “touchpoints” as possible in order to increase conversion rates. The retargeting ads can follow these potential patients for a few days or even several months. Retargeting ads can be integrated into most of the major websites that the potential patients will visit in the following weeks. Much like other forms of online display marketing, these ads can take the form of social media posts, YouTube videos, scrolling text, images, banners, and more.
Why is retargeting important?
We discussed how the buying cycle in medical specialties is long, and people are easily distracted. You must keep your practice top of mind among your prospects, and retargeting is the most effective way to do this online.
It’s almost like snapping your fingers (digitally) to get someone’s attention. They’re on Facebook, they see your ads. They’re on their favorite gossip blog site, they see your ads. *SNAP* Hey over here! Pat attention! Here’s another valuable reason why you should come see us!
What sets retargeting apart from all other forms of digital advertising is the fact that the individual has already been on your website and is interested in your particular products or services. This makes it an uber-powerful messaging platform.
How can I retarget my visitors?
In the past, retargeting occurred primarily through the use of banner ads. Someone would visit your site, leave, and see your banner ads elsewhere.
Banner ads are still a major area for retargeting, but you have many other options for retargeting now as well.
Facebook Ads: Nearly 1.5 billion people currently use this social media platform, and retargeting allows you to show your practice in their news feeds.
Cross-Platform Ads: You can even retarget to mobile and tablet users now, not just to people using a desktop computer.
Google Retargeting Services: Google has a retargeting platform that displays ads integrated into their properties and networks.
Dynamic Product Retargeting: Provide your visitors with advertisements specifically designed for the products and services they search for. (This is not something we typically use in medical/dental space because most clients aren’t selling products online, but this is how Amazon does their retargeting in the example previously mentions.)
Retargeting can now be used within practically any digital medium imaginable. The interest of your website visitors is recaptured time and time again for as long as you would like, for as long as it takes.
How does retargeting fit into my marketing strategy?
Retargeting is a great way to take people through the buying cycle to choose you as their doctor. Here are some practical applications:
- Prospect visits your website for the first time – Retarget her with a banner ad promoting your latest offer.
- Prospect visits the crowns and bridges section of your website – Retarget him to an article on your blog “5 important questions to ask when researching your options for crowns and bridges”
- Prospect visits the contact page but doesn’t not complete a form – Retarget her with an ad that says “Come see us! Click here to schedule your appointment”
This sounds weird, but the goal is to be borderline creepy. You don’t want to say, “Hey, I know you were on this exact page of my website, so I’m showing you this.” But if the prospect thinks, “Wow, this is exactly what I needed. They read my mind!” Then this is a good thing.
Alright, enough for today. Get a retargeting strategy in place to make the most of your marketing dollars, and start filling your surgery schedule.