The home and garden industry is built around the seasons. With spring comes the planting of new bulbs and a spring clean, and with winter comes frost protection and holiday decoration. Just as you stock your shelves to account for this seasonality, you should be considering your digital marketing in the same way.
Anything from the TV listings to the weather can affect your online sales, so always stay aware and ready to respond. Sudden heat wave? You should be thinking about lawnmowers, hose attachments, and outdoor furniture. In a cold spell, it’s time to push frost protection and bird feed.
The 2020 pandemic skyrocketed online shopping and home improvement, and in turn changed the landscape of both to this day. Utilise this shift in consumer behaviour to your advantage, and show your customers what they need.
What is remarketing?
Remarketing is a form of paid advertising in which you’re able to advertise to your customers who have already visited your site as they browse the internet. You can retarget your customers on various platforms, including the Google Display Network, social media apps such as Meta and TikTok, and emails.
Ads are shown over the Google Display Network, which is a collection of websites that allow advertising on their page. This includes YouTube, as well as popular apps and some of the most frequently visited sites online. The Display Network reaches over 90% of internet users, so you can be sure that your previous customers won’t forget about you!
Social media platforms including Facebook, Instagram, TikTok and Pinterest allow you to retarget website visitors, as well as people that have engaged with your social media pages. Pinterest is an especially valuable platform for home and garden businesses, as it’s a predominantly visual platform with purchase intent.
Emails can be used for remarketing and automation, targeting customers who have abandoned their cart, are due a top-up item or open to suggestions of similar or complimentary items to their previous purchases. Try to add personalisation where possible, as personalised email marketing have 188% higher open rates and 6 times higher conversion rates than generic emails. (Campaign Monitor)
Why should I use remarketing?
Remarketing can be used to deliver your customers the product they need, before they realise they need it. By utilising your own industry knowledge, you’ll be able to predict the products that people will be searching for.
Vegetables are the perfect example for this kind of marketing. Many people have a vegetable garden, which will require different planting dates for many of the crops. Therefore, if a customer has already bought a product from your vegetable range, it’s a prime marketing opportunity to advertise other vegetables at the perfect time to plant them.
Think beyond basic targeting
Beyond basic targeting, audience segmentation ensures your messaging resonates with your customer’s needs; whether they are first time visitors to your site or loyal customers. The use of AI and automation further enhances this, allowing you to predict seasonal demand, seamlessly personalise your ads, and optimise campaign performance. By building meaningful relationships with your customers and meeting their needs at every stage of their purchasing journey, you maximise customer lifetime value (CLTV).
Gardening is all about working with the seasons. We think your digital marketing should be the same. We’ll help you plan a digital marketing strategy that fits your home and garden business perfectly. Get in touch today for a free consultation.
