Using Retargeting to Increase Conversion Rates at Rehab Centers
In the ferociously competitive and saturated universe of addiction treatment centers, nearly all alcohol and drug rehab centers are on a constant search to find the most impactful methods to reach those in need of an addiction treatment provider.
One of the more overlooked ways to convert interested readers into new clients is by leveraging the power of retargeting for drug rehab facilities to seek out those who have engaged with your marketing efforts but didn’t make the important commitment the first time around.
By retargeting users who have experienced your addiction treatment center through certain forms of social media, you can remain fresh on the minds of those closest to taking that fateful first step toward recovery.
This resource from Ads Up Marketing explores the correct ways to deploy retargeting campaigns for addiction treatment marketing and why it could be a powerful tool for your drug or alcohol addiction treatment center.
Keep reading, as we also review additional steps you can take to boost conversions by maximizing the number of those in need you can reach through this form of alcohol and drug rehab marketing.
The Relevance of Retargeting for Addiction Treatment Centers
Retargeting is a long-used digital marketing strategy where ads are shown to users who have previously interacted with your brand via some other form of online content or digital marketing.
That said, it is heavily regulated in the addiction treatment space, by LegitScript as well as in other ways.
What Makes Retargeting So Important for Alcohol and Drug Rehabs
It takes the average consumer 7 interactions with a brand to finally make the decision to buy. Can you imagine the commitment it takes to dedicate yourself to something as life-altering as drug or alcohol addiction treatment? We’re not talking about a clothing item or electronics.
This is why retargeting can be so important for facilities in the addiction treatment industry.
Those seeking treatment centers often visit dozens, if not hundreds, of different websites, putting in their best effort to vet what they feel is the most appropriate drug rehab to focus their efforts.
When you effectively retarget clients who continue to willingly engage with your rehab centers, it moves them further down the pipe (sales funnel), ultimately creating a bottom-of-the-funnel persona who is ready to make an educated buying decision—or, in this case, life-changing steps to sobriety.
The Psychology of Retargeting Website Visitors
Certain emotional dynamics and other biases resonate with potential clients, acting as psychological triggers that mentally move a potential client closer to your facility, instilling trust and steadily establishing a rapport.
When people become website visitors four, five, and six times, it builds familiarity and repetition, making them more comfortable with your brand.
How Does It All Work?
Whether you retarget someone via social media or some other facet of your marketing plan, such as when conducting alumni program check-ins, the formula is almost always the same.
Cookies and Tracking for Addiction Treatment Center Campaigns
Through cookies and tracking pixels, your treatment center’s website is able to log each time a client accesses your website and how they got there.
Based on a potential client’s past experience, treatment facilities can create tailor-made ads that seem to speak directly to the client, answering questions or filling gaps in critical areas they may have previously missed.
For example, let’s assume they viewed a social media ad on FB about your addiction recovery services. The Facebook Pixel logs what ad they initially saw, what landing page they were sent to, how long they stayed on your site, and what specific pages they visited and viewed the most.
Retargeting Platforms
There are several retargeting platforms you can use in the addiction treatment space. Social platforms that are able to collect data similar to the first offering— FB Ads, LinkedIn, and plenty of others are ideal candidates, depending on the message you’re looking to send.
The most common formats include:
- Display Ads. These are known as Contextual Ads, and you see them on websites like CNN and other news sites, often appearing as a link to another news story. They’re very non-intrusive and usually send a client toward a more in-depth piece of content regarding your center.
- Social Media Ads. Social media ads can sometimes contain forms of display ads. However, when people visit Facebook and Instagram, the ad process is so targeted you can virtually control what a potential client views at the exact time you want them to see it.
- E-Mail. E-mail is usually the best way to re-engage those who have encountered your brand three times or more. You might e-mail them a promotion regarding your facility or how your center accepts their insurance.
Components of Re-Targeting for Addiction Services
Addiction treatment centers use several components when retargeting website visitors, depending on the intended goal:
Personalized Messages
These address specific needs or concerns of potential clients. In these ads, you can address things like specific therapy options, quality of treatment, and payment.
Frequency of Campaign
The importance of personalized messaging when spending money on any retargeting on ad platforms is vital, but the timing is equally important.
You don’t want someone to encounter you on a search engine and then get bombarded with ad fatigue through endless display advertisements.
Content Suggestions
Depending on the data you obtain from Facebook ads and Pixel, content used when showing ads to return visitors can include a variety of mediums. Success stories, interviews with family members, admissions walkthroughs, competition comparisons, testimonials, and other opportunities.
Ads Up Can Help Set the Stage for Retargeting Success
Don’t violate regulations in the industry when using retargeting to create new leads, as this can waste your budget, possibly risk hefty fines, and cause a LegitScript suspension or revocation.
At Ads Up, we’ll help you:
- Ensure you’re LegitScript Certified for the appropriate platforms (Did you know Facebook and Google require LegitScript Certification documentation separately?
- Help you remain in compliance regarding the privacy of visitors and safe handling of data.
- Make sure you develop the right strategy to go after the right traffic or audience segment that’s worth spending your budget on retargeting.
- Convert retargeted traffic at a more efficient rate.
- Break down audience data, organize leads, and optimize the service cost of your campaigns.
Don’t waste any of your precious marketing budget dollars by trying to deploy retargeting alone if you don’t have sufficient experience.
Our experts can help you deploy a professional campaign, showing you how to get off the ground running properly the first time and avoid wasted revenue.
For more information, contact our seasoned team for a complimentary consultation today.