Reach and Convert Potential Customers with Precision

Introduction

Since the dawn of the funnel, retargeting has been a fantastic tool to capture your audience’s attention and achieve exponential growth. Keeping your brand top-of-mind, convert hesitant and forgetful visitors into loyal customers, and maximize your return on investment. In this article, we explore the ins and outs of retargeting, its benefits, and practical tips to implement it effectively. It will take your marketing strategy to new heights.

Background

Not everyone who visits your website will be ready to make a purchase on their first visit. We are browsing the web all day long, and seldom with pure conversion intent. 

This is precisely why retargeting becomes a crucial tool.

Retargeting, also known as remarketing, involves directing digital advertisements to those who have previously shown interest in your products or brand. It allows you to stay connected with potential customers even after they leave your website, reminding them of your offerings and encouraging them to take the desired action.

How does it work?

• A customer leaves your website without making a purchase. When a customer visits your website, a small piece of code – if you have the user’s consent of course –, commonly referred to as a “cookie”, is stored on the customer’s computer or device. This cookie acts as a marker, enabling you to track the customer’s online behavior and identify them as a potential prospect. 
• The next time the customer visits other websites or platforms, such as Facebook, YouTube, or other websites within a retargeting network, your retargeting ads will be displayed to them. These ads are specifically targeted based on the customer’s previous interactions with your website, such as the pages they viewed, the products they showed interest in, or the actions they took. 
• Retargeting ads can be highly personalized and tailored to the customer’s preferences and past interactions. For example, if a customer was browsing a specific product category on your website, your retargeting ad can showcase similar products or highlight special offers related to their interests. This level of personalization helps create a sense of familiarity and relevance, increasing the chances of converting a potential customer into an actual buyer.

Cost-effectiveness is often stated as a key advantage of retargeting. Recent studies indicate that less than 2% of website visitors convert into customers on their initial visit. Instead of reaching audiences for the first time, remind the ones who already know a bit about you. Thus, making the likelihood of conversion higher compared to acquiring new customers. 

Retargeting also addresses a common consumer behavior where potential buyers often engage in additional research before making a purchase. 81% of potential buyers want to explore more options or gather more information before finalizing their decision. The digital equivalent of “trying it on” so to speak. By utilizing retargeting, you can effectively stay on their radar during this research phase, ensuring that your brand remains top-of-mind and influences their decision-making process.

In conclusion, incorporating retargeting into your marketing strategy is a must. It can significantly enhance your ability to reach and convert and furthermore keep your brand in front of interested individuals. Whether or not you see actual conversions from day one, you’re more likely to be remembered. Take advantage of said remembrance to connect with your audience, nurture them, and ultimately achieve results.