Retargeting marketing? What is it all about?
Imagine you are daydreaming about going on holidays.
Technology is so beautiful. It’s easy to take a quick break and surf over to a vacation planning site. Check out promotions or discounts for trips during your vacation days.
You are JUST LOOKING, right?
You end up not buying and continue daydreaming at work. Later on when you get home and log into Facebook, Boom!
There you see Ads from the sites you visited earlier on. Reminding you of the pages, you visited and encouraging you to take action.
That is Retargeting Marketing in action!
Retargeting marketing is a subsection of remarketing. Despite all the efforts you’ve put into launching your online business; you only have a few seconds to convince and convert your visitors to become customers or make a purchase.
The average conversion rate is about 4%. Meaning 96% of visitors leave the average website without buying or converting to customers.
It’s sad, but it`s the truth.
That’s why business owners with the help of digital marketers are striving to drive more traffic to websites.
However, focusing only on building traffic, means you are missing opportunities to convert the existing traffic into valuable sales.
This is where retargeting marketing comes into play.
Like the example above, retargeting marketing is a technology that uses a code to anonymously “follow” your audience all over the Web. This code, or pixel, is invisible on your site and pixels all of your visitors ( if correctly installed)
For instance, when a visitor leaves your site without buying, you can reconnect with them, or retarget them by showing relevant ads (related to what they were checking on your site) while they are;
- Browsing the Internet,
- On Facebook,
- Using mobile apps,
- On YouTube,
- On Pinterest,
- Or searching on Google.
Today, these platforms provide high-tech retargeting marketing solutions. They allow you to show specific ads to previous visitors, including highly-targeted ads for those who have visited specific cart pages on your website.
There are two types of retargeting marketing
A. Onsite Retargeting marketing
Onsite retargeting focuses on the behavior of the visitors on your site. The focus is on their behavior. If it indicates, they are ready for some additional message;(usually if the read to a particular section of the page) it will be displayed to them, typically in a popup overlay.
The goal of onsite retargeting is to convert visitors who are trying to leave your website. By providing them with additional incentives to sign up or complete their purchase – right before they exit your site.
This type of retargeting marketing strategy can either be:
1. Click-based: By using this approach, you can monitor a visitor and display a pop up when triggered by clicks on specific parts of the page.
2. Timed-based: This is triggered when a visitor spends a significant time or your page or is inactive for a while. It helps to re-engage the visitors with your content.
3. Scroll-based: There are many tools available like Hotjar for example that assist in monitoring how far a visitor has scrolled down a page. A trigger popup will appear to grab the attention of any active visitors without disturbing them when they first land on your site.
B. Offsite Retargeting Marketing
This, on the other hand, targets individuals who have not been on your site.
It focuses on people with similar traits to your previous customers.
This is an opportunity to get them to your site through your existing sales funnel.
You achieve that by:
- Targeting these individuals who search or interact with similar web pages like your customers.
- Targeting based on interactions with distributed content (i.e., a Facebook page or an app) or with a competitor site.
Why Do You Need Retargeting Marketing?
1. Cost Effective
Off site retargeting marketing takes place when the visitors leave your site and are browsing the net. It is a cost effective way to spend your advertising budget. It focuses your Ads on those who are familiar with your brand or have recently shown an interest in it.
2. Track The Behaviour Of Your Visitors
Onsite retargeting helps to track the behavior of your visitors and detects when they are about to exit your site without converting (buying, subscribing or taking the desired action.)
If their behavior indicates, they might be in need of some additional content.
3. Brand Awareness
Studies prove that it takes about seven impressions from your brand for a customer to build loyalty and trust and further take action.
By using retargeting marketing strategies, you can reduce the time it takes for your prospects to build that brand awareness and make a buying decision.
Even if they do not convert or buy, it helps to increase your brand awareness in your visitor’s minds during the buyer’s journey till they decide to become paying customers. Brand awareness is huge for every business growth, and retargeting marketing offers benefits in this area.
4. Increases Conversion
Onsite retargeting marketing can be used together with your traditional remarketing strategy to generate more leads and sales.
A high percentage (Up to 25% ) of retargeted visitors will respond to your message and convert. Some may buy immediately, while others may sign up for your mailing list – and later convert into paying customers.
A visitor who signs up via one of your on site retargeting marketing ads has a higher chance of returning to your site later on.
If that 98% of your traffic were interested enough in visiting your website, it means they might also be interested in buying in the future.
Meaning retargeting them with your offers till they buy, will be a smart move.
The other 96% of your traffic simply isn’t willing to become customers yet.
If your retargeting marketing goal is to get people to buy your stuff or to convert them to paying clients (meaning they are already at the end of your funnel link) you’re probably going to have very little success.
Sure you might convert about 1% of your traffic, but your message is wrong for the rest of your audience who are still either in the awareness or consideration stage.
That explains why most of your website visitors are not converting the first time they visit your site. This is because they are probably not ready to buy—no matter how many retargeting marketing ads you put in front of them.
To set up a proper retargeting marketing strategy, you have to stop thinking of retargeting as a follow up to your original advertising message.
Focus more on where your customers are in the buyer’s journey and provide assistance to move them to the next level.
I hope this explains any questions you have about implementing retargeting marketing as a strategy to win more clients.
Are you ready to try it? Book A Free Strategy Call.