Marketers are familiar with modern marketing tactics like FaceBook Ads, Google PPC Ads, etc. But did you know only 2% of click-through website visitors convert? A newer, and underused, method is coming to the surface; retargeting marketing.
What is retargeting marketing?
HubSpot defines retargeting as,
Unlike typical banner ads, retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database (like a lead or customer).
Essentially, retargeting marketing is a way to capture leads who have slipped through the cracks. Perhaps those who clicked your ad but never converted, or those who have visited your website, but left before contacting you.
Retargeting gives you the ability to reach consumers with relevant content based on their previous behaviors. Website visitors who are retargeted with display ads are more likely to convert by 70%.
There are two kinds of retargeting marketing you can use to increase your conversion rate; pixel-based and list-based.
For instance, a user visits your site, they browse around but don’t convert, and ultimately leave your site. You place a small piece of code, or “pixel,” on your site that drops an anonymous browser cookie. This cookie is then sent to your retargeting provider, such as Google Ads, telling it when to show these specific users your ads to remind them about your product.
It works because it serves targeted ads only to users who are already familiar with your brand and have shown interest in purchasing from you.
List-based retargeting is used when you already have contact information in your database. It could be a list of people with whom you’ve previously corresponded, a list of people who filled out a form on your website, etc.
You can upload this list to a retargeting campaign like FaceBook or LinkedIn, and the platform will display your ads to the users whose information matches what you uploaded. This creates very targeted ads, shown only to those you want to reach.
To make this type of retargeting most effective, you’ll need a rather large list of contacts. The reason for this is because people often use a different email address for their social media accounts than they do for their contact information. The more people you have on your list, the more people you’ll be able to reach.
No matter which type of retargeting marketing you use, or if you use both, you could see a significant surge in conversions. Retargeting is useful for any company and offers a second chance to reach those consumers who take a little longer to convert.
Ready to start your remarketing strategy? Reach out to us today to get started.