Tips for creating a remarketing strategy from small business owners

Joe Karasin, CMO and owner of Karasin PPC.
Courtland Gillespie

  • Remarketing to customers who have previously engaged with your brand can lead to new purchases.
  • To successfully remarket, share content that gives customers more information about your business.
  • Don’t be afraid to customize ads for specific audiences and adjust based on performance.
  • This article is part of Small Business Marketing, a series exploring the basics of marketing strategy for SBOs to win new customers and grow their business.

When sisters Lindsey and Courtney Glasser launched their clothing brand, Gray Bandit, in 2017, they relied heavily on influencer marketing to introduce themselves to new customers. But as influencer marketing became more popular, the rising costs became harder to justify—especially since they didn’t always see it translate into sales.

The Glassers began experimenting with remarketing as a way to maximize the impact of the followers they already had by showing Instagram ads to people who had previously engaged with their posts or visited their website.

“Remarketing is so valuable because you already know that person is interested in some capacity,” Lindsey Glasser told Insider. “You don’t have to spend $10,000 to see a return.”

Courtney Glasser, left, and Lindsey Glasser, founders of Gray Bandit.
Gray bandit

Joe Karasin, owner and chief marketing officer of consulting firm Karasin PPC, agreed that remarketing can be a goldmine—one that too many businesses overlook.

“The majority of consumers today are not ‘one-click ponies,'” he told Insider, explaining how customers typically require multiple touch points with a brand before deciding to make a purchase.

“For business, it means you have to be more present and take a kind of tiered approach to how you present yourself,” Karasin said. By using cheaper channels for initial acquisition and investing more in remarketing, he said, you can see higher conversion rates.

Insider spoke with Glassers and Karasin to learn about remarketing strategies for small businesses on a budget.

Think creatively about audiences and platforms

The Glassers have found that the most successful remarketing happens when they target customers who had the highest intent, such as shoppers who abandoned their carts. But for brands just starting out, that audience may be too small to have much of an impact.

Courtney Glasser said it’s better to start with targeting based on audience and engagement. “When we first started using ads, I was just redirecting people who were on our site, and then I started narrowing it down as we had a bigger audience,” she said.

“If your Instagram posts are getting a lot of visibility and people are engaging, you might want to retarget your ads to people who have DMed you or liked your posts,” she added.

To keep costs down, it may also be worth looking at less popular platforms, such as Pinterest, that appeal to your target audience. “Pinterest is where we see the strongest ROI for the lowest cost,” she said.

Look for ways to share more about your brand

According to Karasin, not all customer touch points are the same. Broadcasting the same brand messages to every corner of the Internet is the wrong approach, he said, because it does nothing to deepen the relationship with the customer.

“Now that consumers are more internet marketing savvy, they’re thinking, ‘It doesn’t matter if I see this brand in 20 different places, it just means they’re splashing a bunch of money,'” he said.

Instead, he recommends finding ways to educate customers or build more trust through remarketing.

For example, when working with a real estate client, Karasin launched a remarketing campaign using YouTube and TikTok videos to show how the agent sells properties in the area and the amount they sold for. The agent was able to win back 19 clients over a six-month period, resulting in an additional $400,000 in commissions, Karasin said. The campaign costs $1,500.

The Glassers agreed that showing customers new aspects of their brand is an effective remarketing strategy. For example, when a shopper abandons their cart, it doesn’t show them ads featuring the same product they were considering, but instead shows them ads for new seasonal products.

Watch performance data and adjust

Lindsey Glasser said that successful remarketing is a process of trial and error.

“If you want to start running remarketing ads, have a few different types of content and a few different types of audiences and see what works and what doesn’t,” she said. Those ads can cost as little as $5 a day, Courtney Glasser said.

“If you see something going well, it’s OK to take a little risk and add a little more money,” Lindsey Glasser said.

To effectively monitor ad performance, Karasin suggested that non-technical business owners get support in setting up their pixels and attribution tracking.

“Don’t screw up the attribution setup—otherwise you’re just going to get bad data, and then you’re either not going to see the value of what you’re doing, or you’re going to overestimate what you’re doing,” he said.

Leave a Comment

Your email address will not be published. Required fields are marked *