Remarketing vs. Retargeting: What Your Center Needs to Know

Looking to grow, reach, and help more people by targeting potential clients that have already expressed an interest in your brand? If you’re familiar with retargeting and remarketing, you know you can, but when it comes to remarketing versus retargeting, which is better?

Before you start a new promotional campaign, it’s essential to understand the difference between remarketing versus retargeting strategies. Keep reading to find out the benefits and uses of remarketing and retargeting, plus how they can help your center this year and next.

What is remarketing?

Remarketing is one of the words often used by marketers when discussing ad campaigns and ad strategies. Although you may have heard about this technique, you may have some questions when it comes to using remarketing for your rehab center.

What is remarketing?

Remarketing primarily targets clients through email marketing. In some cases, however, companies will use the phrase to describe a type of pay-per-click (PPC) campaign available through Google Ads.

With remarketing, however, your center attempts to re-engage consumers by sending an email. This email asks whether the reader still has an interest in your services or facility. It also provides readers with a quick way to return to your website, as well as contact your team.

A challenge with remarketing, compared to retargeting, is that your business must have an individual’s email address. For some industries and companies, this challenge is easy to overcome.

An ecommerce business, for example, can quickly send an abandoned shopping cart email to users with accounts. Ecommerce stores often motivate shoppers to create an account by offering a promotional discount when they sign-up and create an account.

For rehab centers, however, gathering emails can pose more of a challenge.

How can a rehab center use remarketing?

While remarketing may seem like an excellent tactic for ecommerce stores, how does a rehab center — such as yours — use this strategy to its advantage? Fortunately, there are various other ways to use this marketing strategy.

As most rehab centers don’t offer products, like ecommerce stores, it’s difficult to provide a reminder that focuses on completing a purchase. Ecommerce stores, for example, send abandoned shopping cart reminders.

If you have a blog that allows comments, however, you could use that to reach interested clients and their families. Should your comments require commenters to provide their email, you can connect with readers that way.

For example, you can send an email to active commenters, inviting them to join your email newsletter list to receive the latest updates from your blog. You can even reach out to inactive commenters, providing them a preview of a recent blog post they may like.

Not only will you successfully recapture your prospective clients’ attention, but readers are also likely to appreciate a personal follow-up email that provides them with relevant information personalized to their interests.

You can also use remarketing to connect with potential clients that contacted your team to learn more about your services and facility. A follow-up email can ask the reader how they are, as well as if your team can provide any additional information or answer any other questions.

With remarketing, you have a few options that your rehab center can use.

What is retargeting?

While remarketing relies on email, retargeting doesn’t. For many rehab centers, this feature is a significant advantage in the remarketing versus retargeting debate, as it allows your facility to connect with interested clients that have interest in your business but haven’t contacted you yet.

What is retargeting?

Unlike remarketing, which focuses on using email marketing techniques to reach your target audience, retargeting relies on PPC advertising, which places ads for your clinic on various other websites. These ads, however, only appear to viewers that interacted with your site.

Say a person browses your website and exits after reading through your blog or skimming your ‘About Us’ page. If you target users that visit either of these pages in your remarketing campaign, they will begin to see ads for your center on other websites.

With retargeting, you keep your branding fresh in a person’s mind. This reminder can motivate people to revisit your website, which can lead to them contacting your center about your services and treatment options.

As this name of this digital marketing strategy suggests, retargeting focuses on targeted ads. These ads feature copy tailored to your target audience and what they viewed on your website, which can increase the click-through rate (CTR) and conversions of your retargeting campaign.