Imagine a scenario in which each and every website visitor purchased a product. Everyone online would be a digital millionaire in his niche.
The modern buyer’s journey is (sadly) not that simple, even if you’ve designed profiles, and funnels, explored many paths to purchase and built a website that is optimized for conversion. That is why retargeting strategy is needed
The truth is that 96% of people who visit your website won’t actually buy anything the first time they land on your website. Getting this 96 % back to your website so they can convert when they’re ready is the game we’re playing as marketers.
You can use a few strategies to better align with this complicated consumer journey. Conduct your research and content creation for every stage of the sales funnel. Visitors to websites desire to design their own routes. Let’s say they find one of your blog posts through a tweet from a different company.
When they arrive, they are interested in learning more about what you do but not entirely so. A new eBook catches their attention a few months later after they’ve started following you. It takes a few weeks for someone to ultimately respond to a salesperson from your company before they are convinced of the product and are then onboarded to learn how to utilize it.
When a customer is “window shopping,” if your business is equipped with all possible forms of material that are catered to their personas, you are putting them in a successful position. As these consumers are still in the consideration stage, make sure you are moving them along. Here comes retargeting.
What is retargeting?
Retargeting often referred to as remarketing, can be defined as the digital equivalent of selling to a consumer after you’ve previously met and spoken with them.
You can retarget clients who have interacted with your website rather than only focusing on those who have filled out forms to receive an ebook, call, blog, or newsletter. Visitors who leave your website might still be engaged with and converted at their own speed.
Why you should invest in retargeting strategy
First, it’s a proven truth that repeats visitors have a greater conversion rate. This is due to the fact that repeat customers are familiar with your brand and that recall grows after each successive engagement.
Retargeted advertisements may appear on other websites, on social media, and in search results. Customers will be reminded of your brand when they see the advertisements and will return to your website.
On his personal website, one of our colleagues from Best Digital Ninjas did an experiment. Only 5% of all new website visitors choose to subscribe to his email list. However, 9.5 % of repeat visitors made the decision to opt in.
Why not use retargeting adverts to encourage these returns if visitors to your site repeatedly are more likely to convert?
This number may double or even quadruple through retargeting. Just keep in mind how people are and how you use websites. It takes a lot to persuade someone to buy something or even just offer their email address. Encourage customers to return by retargeting them and gaining their trust.
With 63 percent of marketers allocating some funding to it, retargeting is a popular topic in marketing right now. Moreover, has demonstrated a success rate. A retargeting ad’s impact on website visitors increases their likelihood of conversion.
How does the retargeting strategy work?
They will be shown adverts based on what they saw on your website after they leave and continue to browse the internet.
Implementing a retargeting strategy has several benefits. Retargeting is done on time. So you may retarget users as soon as they leave your site and invite them to return. Because you can retarget based on a specific page on your website, such as an abandoned cart page that immediately resonates with the individual you’re targeting, it is also very personalized.
After going through the fundamentals of retargeting, let’s talk about how it might complement your ongoing marketing initiatives. A complete and well-thought-out retargeting strategy can take some time to put together, despite the fact that it is straightforward in theory.
Here are some options to get you on your way:
For a lot less money, You can use Google AdWords to retarget website visitors with ads that feature the goods they looked at on your website.
You can also use something called remarketing lists for search advertising for more sophisticated retargeting (RLSA). With the help of this tool, you can modify the bids on your keywords based on the retargeting lists you’ve been compiling in Google AdWords. Basically, depending on how frequently they have visited your site or the actions they have made, you can invest in different persons (or leads).
You could, for instance, focus on visitors who reached the pricing page but didn’t convert. This indicates that they traveled significantly farther down the funnel than someone who only read one blog post. Because you improve the likelihood of placing advertisements in the top positions on Google when your most valued audience is looking, this is a good approach to increase your return on investment (ROI) in retargeting.
Social media is the second tool
On social media sites like Facebook, Twitter, Instagram, and LinkedIn, retargeting is advantageous. I have taken this strategy to grow two of my business, digitalninjascloud.com and bestdigitaninjas.com
You may see how many of your friends “like” the brand via retargeting ads on Facebook, such as the one below, in addition to seeing a special deal with a clear call-to-action (CTA). This exploits the herd or pack mentality, which occurs when individuals imitate the actions of those around them. This strengthens the legitimacy of your brand, which may persuade hesitant clients.
Create bespoke audiences for advertising based on either website visits in general or visitors to certain pages when designing your retargeting strategy. Don’t simply put a retargeting pixel to your home page; add one to your pricing or checkout page (or button), product pages, and sales pages as well to target particular pages.
Sequential retargeting is a sort of advertising that Facebook also provides. This kind of retargeting alternately displays advertisements for your company to website visitors every few days. Three might be used: one to promote a new promotion you’re running, one to promote an award you recently won, and one to promote a 30-second video highlighting the work your firm does. This contributes to the gradual development of brand recognition and trust, which may finally result in a conversion.
Email is yet another underutilized free method of retargeting. This is a fantastic branch to add to your overall retargeting approach since you can align your email marketing strategy more closely with your efforts on Google or Facebook.
Retargeting may initially seem complicated or intimidating, but when viewed from a human perspective, it is actually rather straightforward.
It is comparable to attempting to draw passersby into a physical store. By using different retargeting techniques, you may direct your audience and encourage them to visit your website again.
I hope you have learned a lot in this article on how retargeting strategy works. Thanks for following along. Put what you have learned into practice and I can’t wait to hear your results!