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.

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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.

How can rehab centers use retargeting?

Since visitors who have previously browsed through your website are already familiar with your facility’s amenities and services, your retargeted ads can consist of copy that reminds users of why your rehab center is a top choice.

For example, you may highlight the location of your facility in a scenic area. Or, you may alert audiences to an upcoming event or seminar at your center. In some cases, rehab facilities may make an exclusive offer to readers that decide to visit and stay at the facility.

No matter what offer you make, it’s essential to customize that offer to your target audience.

If you offer a discounted rate, for example, that won’t interest people that visited your center’s careers page. Instead, you would want to target this audience with career-orientated ads, highlighting the unique features of working at your facility.

In comparison, a discounted rate may appeal to cost-conscious people that want to receive treatment. This type of ad can also convince this individual to go with your rehab center versus a competing facility that isn’t offering a promotional offer.

As you can tell, retargeting provides rehab centers with a variety of options.

Remarketing vs. retargeting: Which is better?

While remarketing and retargeting have common goals, it’s vital to understand that these two tactics reconnect with prospective clients in different ways. When you recognize the difference between the two, you can develop a smart strategy with these tools.

Although remarketing is an effective way to reconnect with consumers who have left unpurchased items in shopping carts, retargeting is often a more effective strategy for a rehabilitation center.

With retargeting, you can create hyper-targeted audiences and personalized retargeting campaigns to motivate each audience member to revisit your site and interact or contact your facility.

If you’re looking to attract more clients to your rehab center, start with retargeting.

For medical facilities with an email marketing list, remarketing is also an option. If you want to continue to build the loyalty and trust of past and current clients, you can use remarketing to motivate attendance at events and seminars, as well as follow-ups with your team.

While the applications of remarketing and retargeting differ, they allow the two strategies to work together. With both digital marketing tools, your rehab center can reach and build your relationship with potential and current clients, which can have a long-term impact.

Friends comforting upset man

 

Connect with more clients

When it comes down to the remarketing versus retargeting debate, both techniques can help your rehab facility reach and help more clients. For quicker results, however, most centers use retargeting, followed by remarketing.

Ready to help more people? Start your retargeting or remarketing campaign today!

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