Retargeting 101: What Is It and Why Should You Care?

Without a doubt, your marketing funnel, which is the process by which a prospect progresses from stranger to customer, is one of the most critical and effective elements in your marketing arsenal.

Therefore, if you want to take your marketing conversions to a whole new level, your funnels must incorporate some type of retargeting, which in practical terms entails the following:

The process of monitoring your clients’ behavior and utilizing that data to entice them back to your website.

By far, retargeting is the most effective strategy to boost your marketing ROI.

What Is “Retargeting”?

Have you ever visited a website and then noticed that the website’s banners began following you throughout the web? That is referred to as retargeting, or remarketing (people use those words interchangeably).

Retargeting occurs when you visit a website such as Amazon.

They install a cookie on your computer, which allows them to identify you regardless of where you go on the internet.

That example, they can offer you ads relevant to the web pages you visited after clicking on Amazon’s website.

The Clearly Visible Advantages of Retargeting for Marketing

Almost certainly, your marketing funnel is designed to enhance brand awareness and conversions.

You’ll be pleased to learn that retargeting can help with both, simply because it gives you the opportunity to produce direct, unique, and targeted ads.

Consider the following retargeting statistics.

  • Three out of four clients are aware of retargeted ads.
  • On Facebook, retargeted ads are 76 percent more likely to get clicks than standard display ads.
  • If you combine retargeting with other channels, you can increase sales by 50%.

Consider the following scenario: you own a marketing website, and a visitor clicks on a link to your SEO services page.

They’ll be added to your SEO retargeting list, which means they’ll receive emails containing SEO-related information as a result of their expressed interest:

While a traditional sales funnel can be productive, the majority are inert.

Marketers had no choice but to develop their own marketing plans based on audience analytics and market research not long ago.

However, with the power of retargeting, you may now communicate with customers and prospects without sending an email or making a phone call.

Concentrate on a Specific Audience and Provide Customized Value

Additionally, retargeting enables you to run a variety of additional initiatives.

It’s not as straightforward as “Well, if they go on a product page, I’ll simply follow them around with that banner.”

Rather than that, it works as follows.

If a website visitor reads one of your blog entries about constructing a marketing funnel, you can track their online activity and even give them a free marketing funnel eBook via a display advertisement.

After they opt-in via the eBook, they are added to another Facebook pixel.

Because Facebook is aware that these individuals opted in for your eBook (they are most likely warm leads), the next step may be to engage them with a webinar or persuade them to purchase a product.

What then occurs? The aforementioned lead filters through the funnel.

Accelerate the flow of leads through the funnel

The purpose of any marketing funnel is to guide potential customers through the various stages.

If you know consumers typically make a buy after five interactions with your brand, see if you can reduce that to two or three through the use of retargeting.

According to research, 92% of customers do not make a purchase on their first visit to a website, which is precisely why you need to follow them around and ensure they re-enter the funnel at the appropriate stage.

To accomplish this, you must retarget them with new material.

If someone visits your site but does not convert as a result of your remarketing campaign, do you believe they should be directed back to your site?

Not at all! They clearly did not connect with the information there, so try to entice them back with something new.

Bear in Mind That Retargeting Is All About Relationship Building

As with dating, the key to remarketing is relationship and trust development.

When someone visits your website but does not make a purchase, you remarket to them and they continue to see your ads everywhere.

They quickly begin to feel and think as though they know you, and are now more willing to give you a chance that they would not offer to a complete stranger.

By the way, the “rule of seven” also applies to remarketing:

The remarketing procedure is as follows:

  1. By making your site visitors and potential customers feel at ease with you, you can earn their trust.
  2. Gently nudge them back to your site with additional education via blog articles, webinars, training resources, and email follow-up sequences.
  3. Solicit a purchase from them. If your audience has already invested in trusting you, they are considerably more likely to convert.

Retargeting, like all other facets of digital marketing, demands persistent application. It may take several months before you see a return on your investment, and you may even need to test and alter your strategy.

Bear in mind that the more information you have about your audience, the more effectively you can retarget them as they progress through your marketing funnel.

Before you know it, customers will be exclaiming, “It’s almost as if they read my thoughts and know exactly what I want.”

Good luck with your retargeting campaigns in 2021, and thank you for reading!

If you’ve used remarketing successfully in your business or have a favorite platform to recommend, please leave a comment below.

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