Getting conversions for your business online is hard work. Using SEO and social media are your main tools for doing it and a lot of it is about persistence and even just plain good timing. Both of which are acquired skills that are often learned through an arduous process of trial and error. But there are some things you can usually count on to be true. One of them is that when someone makes a business transaction on your website, or at least makes a dedicated effort to do so, the odds are good that they will be interested in doing it again, or finish what they started. In either case, there are some tools you can use to seal the deal or make an established customer a return customer.
Retargeting, which is similar but technically different than remarketing – and sounds like something the Terminator would say while he’s scanning for Sarah Connor – involves attracting a user who has displayed an invested interest in making a purchase or becoming a client from your website. Remarketing is similar in concept, only it is exclusive to email campaigns. Most notably remarketing is similar to the abandoned shopping cart emails you get when you don’t finish a purchase on a website.
The difference is that remarketing directly contacts the user to remind them to complete the transaction they started while retargeting simply places ads for your business on other websites they visit online. So if a user navigates to your website online and begins to make a transaction but doesn’t complete it and leaves you can use retargeting to try to get them back by reminding them with advertising. When they view your website a cookie gets left in their browser which then stays with them after they’ve left. Retargeting providers will then follow the user and display your ads where applicable on other websites that they visit such as social media like Facebook.
There are certain techniques you can use to amplify the effect of your retargeting campaigns. Creating groups that are retargeted differently is a smart thing to do and is similar in many ways to making audiences for Facebook ad campaigns. This is all very useful since depending on the product and the customer you may want to vary your retargeting strategy. For example users interested in vacations should be retargeted immediately since prices for booking or airfare are dependent on time whereas users interested in clothing may not need to be retargeted with such urgency. More so than timing, frequency is also an important consideration because of the intrusive nature of retargeting.
There is a controversial element to this sort of marketing, which can make for a potential downfall of using it. Essentially with retargeting you are stalking potential customers online with your advertising. According to statistics, which you can read about more in depth in this article, it is the repetition of the same ad that tends to have a negative effect on potential conversions. Also when retargeted ads are displayed on websites entirely unrelated to the topic of the advertisement users tend to have a negative response to the retargeting campaign. You could probably say that retargeting is the most intrusive form of digital marketing but when used with moderation it is proven to have a positive impact on your business’ ROI online.
If you want to get started using retargeting for your business visit the contact us page, there’s a short form you can fill out and we’ll get back to you to see what we can do for you. If you liked this blog post be sure to share it on social media and sign up for our newsletter, if you haven’t already! And check back next week for a new blog post!