Have you ever felt you were losing out on converting those visiting your website? You might be right. It is approximated that about 96% of visitors that come to your website are not ready to make a purchase 1. That is a large number of opportunities that could be passing you by. Fortunately, if your strategic marketing plan is in place, and your strategies incorporate retargeting, you can bring those lost visitors back.
Retargeting is supported across several digital ad networks, which is important to think about when formulating an integrated marketing communications plan. These include social media channels such as Facebook, Instagram, Twitter, YouTube, and Pinterest. It also includes programmatic marketing platforms such as connected TV outlets, as well as connected radio like Spotify, or Pandora. Incorporating retargeting ads on these platforms means your audience will see or hear your ads if they are on another website, scrolling through their Instagram feed, listening to Spotify, or even watching ESPN. The combination of how to reach these visitors are almost endless.
There are so many benefits to incorporating retargeting into your overall marketing strategy. We spoke to a few above but let’s recap quickly:
- Retargeting captures an audience that already has shown interest in your services or products and keeps them top of mind.
- It can track the most important KPIs to your business:
- How many conversions were received from re-visitor?
- Did the re-visitor browse any more products or pages after their purchase?
- How much time did the re-visitor spend on the site, pages, products?
- It helps improve conversions on those pages and services you want your visitors to see.
Of course with all things, there are a few limitations to consider when deciding on retargeting as part of your strategic marketing plan and these include:
- Since this tactic only targets those who have visited your website, your audience is narrowed.
- If your website does not have very many visitors, to begin with, this can be problematic in terms of the number of conversions you hope to achieve.
- Retargeting ads expire once the visitor has been absent from your site for more than 30-days. Meaning, if they have not come back within that 30-day window, they will no longer be in that group of people seeing your ads, and the potential for them to convert is lost.
Retargeting provides your business with incredible opportunities to target your specific audience. It offers your business another chance at a first impression and to convert the re-visitor. Finally, it creates an opportunity to enhance your brand, products, and key messages to those who have already shown an interest in your company. With the multitude of options in which your business can effectively leverage retargeting, it is sure to be a integral part of your overall digital marketing strategy. If you would like more information on retargeting or other digital marketing tactics to help your business grow, contact us today!