Retargeting 101:
3 Effective Strategies that Work
When you consider that approximately 2% of traffic converts to sales on the first visit to a website, you can appreciate the scale of missed opportunities for your business. A visitor’s journey to becoming a consumer is not linear and visitors to your site may visit several times before committing to a purchase. Retargeting or remarketing, in its simplest terms, is a digital method that businesses owners use to reach out to the 98% of potential customers.
1. Accept that retargeting is a science
Your business’ visual representation or branding is of great importance across all digital platforms, especially social media; the temptation is to focus on the creative aspects of a campaign – how your ads look and/or sound. However, refining your digital advertising campaign so that it yields the best results is complex. What’s more, it needs to be based on facts and figures. The visitor data that is available to you can be used to inform the decisions that you make.
Companies such as DMG use the latest technologies to track location, and online behaviors and interests to provide past website visitors with relevant and timely adverts that encourage re-engagement through products, general information, and promotions that will appeal to the individual rather than releasing a generic ad for the masses.
2. Focus on your customers
No matter how the visitors on your website ended up there, you need to understand who the customers are: what sets them apart from the visitor? Is it their age, gender, geography, or income? These details are vitally important and will influence the success of your retargeting campaign and provide you with the data to give you the highest return on your investment.
By focusing your retargeting efforts on visitors who have these same data points, you will be more likely to convert them from visitor to consumer. The visitors’ previous online behavior has already shown you that they have an interest in the products or services that your business provides, so now you can shape your campaign to this specific audience.
3. Review your business’ current digital marketing strategy
Retargeting is not a standalone process to boost your business’ success. It needs to be incorporated into the wider digital strategy. It works in conjunction with your other digital endeavors: the site’s content, the technical SEO, and how and which social media platforms you use. While an increase of visitors to your site will not necessarily increase conversion rates, and conversely, nor will exclusively retargeting increased site visitor numbers, when you use these digital tools together, the effects are powerful.
The success of your retargeting campaign is dependent upon the flow of traffic to your website and how you use the harvested visitor data. The greater number of visitors to your site, the more data that you can collate to finely tune your retargeting campaign. The strategy must be cohesive so that the tools complement each other in an organized and relevant way. Review your digital marketing strategy to ensure that you are working to update best practices.
Retargeting is a great and cost-effective way of bringing previous visitors back to your website and boost the all-important conversion rates. Use the data and technologies that are available to you to develop a campaign that is relevant and bespoke to the consumers and the platform from which they access the business website.
