A majority of the customers who visit your site don’t end up taking the action you want them to take on their first visit. It often takes a second (or third) visit for them to actually commit to buying from you.
That’s why setting up a retargeting strategy on sites like Facebook or Google is absolutely crucial to avoid missing out on pre-qualified prospects who are interested in what you have to offer but weren’t ready at the time they visited your site.
Retargeting (also known as remarketing) ensures that your prospects continue to see your content and related offers over time until they’re finally ready to buy your product or service.
Not sure what retargeting is or how best to use it for your business? Here’s a basic rundown:
What Is Retargeting?
Have you ever visited a website, left, and then started to see ads from that company pop up on your social media platforms, or on other websites, even on a different device? That’s retargeting!
Once a visitor comes to your site for the first time, you can track these users with a pixel (also known as a “cookie”), so that even after they click away from your site, you can position your ad to get in front of them the next time they’re online.
These retargeting ads can drive traffic to any kind of content you want to promote, whether it’s a video, an ebook, a blog post, or a product they’ve recently viewed on your site. Getting your offer in front of their eyes again will instantly give you a better shot at converting that return visitor after they’ve had time to think about your product.
Retargeting allows you to reach warm prospects who have previously shown interest in your product, helping you to stay in front of prospects who have opened your emails, past customers, or recent website visitors.
Why Does Retargeting Work?
If prospects keep seeing your ads, they’re more likely to remember your brand, return to your site, and convert. Repetition and visibility will eventually lead to more qualified traffic, more leads, and more sales. Sitting around and waiting for customers to discover your website organically and purchase from you on their
By investing in a digital advertising program that includes a retargeting strategy, you can reach customers that are most likely to show interest in your products and services.
Aside from attracting new customers, retargeting also allows you to target previous customers. For example, you could upsell them something that enhances their recent purchase.
For prospects on the fence about purchasing from you for the first time, try using offers and promotions to get them to take action.
Are people visiting your e-commerce site and abandoning their shopping cart before buying?
Use retargeting ads to offer free trials, small discounts, or free shipping, which might be the perfect way to get your foot in the door and gain a customer for life.
