Author: Divya Dutt
If at first you don’t succeed, try, try again.
Research has shown that 96% of website visitors are not ready to buy, and that only 2% (on average) convert on the first visit. They land on your site, click around (hopefully), see something they like—and then something draws them away. Opportunity lost? Maybe not.
Retargeting, or remarketing, is an online marketing strategy that keeps your brand in front of users who have bounced out of your site. By placing a tracking pixel on your website, you can follow them when they leave and place an ad on another, unrelated website, just to remind them of how awesome your products or services are—and persuade them to come back over.
Users leave websites for all sorts of reasons: a toddler came screaming into the room, their boss walked up to their desk, the waiter brought dinner, etc. It doesn’t always mean they changed their mind about you, so sending some strategic reminders at a more convenient time can be a powerful marketing weapon. In fact, 90% of marketers say retargeted ads perform as well or better than search, email, or display advertising, according to AdRoll’s State of the Industry report.
When visitors bounce from your site, retargeting is a way to keep in touch, and keep your company’s product or service top-of-mind to get them back. But retargeting can be tricky. There’s a fine line between effective retargeting and internet stalking, and you certainly don’t want to wear out your welcome. The key to successful retargeting is to reach the right audience and engage them at the right time with the right message. Let’s take a look at how you can do this:
Segmenting your audience is the first step to a successful retargeting strategy. Your ideal customer should not be “anyone who visited the site this month.” Here are some specific audiences you should consider targeting with customized messages:
Other opportunities—older visitors (less recent visitors), for example—are not a lost cause. Some audiences are easier or more time sensitive than others, but good timing and the right message can speak to any type of audience.
No matter how well you know your audience, your retargeting efforts won’t succeed unless you capture their attention at the right time. Nailing down the timing of your retargeting effort will depend on the type of audience member you are targeting and the type of product you are offering. Here are timing options to consider:
Once you put together whom you are retargeting and when, the final step is to craft the right message, one that resonates with your audience. There are five things to keep in mind when creating a retargeting message:
If you’re unsure about any element of the ad, use A/B testing to test and try out your options.
Now it’s time to put it all together. Use this checklist to get your retargeting program started today:
Retargeting is a proven method for increasing conversion and reaching new and returning customers. The key is to find the balance between efficacy and overreaching so that your retargeting will sell, rather than repel.
Have you started integrating retargeting into your digital marketing efforts? I’d love to hear how it’s going in the comments below!
Sell, Don’t Repel: How to Make Sense of the Retargeting Landscape was posted at Marketo Marketing Blog - Best Practices and Thought Leadership. | http://blog.marketo.com
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