An ideal situation for business owners is when buyers visit the website and register expecting a sales executive to get in touch. The sales rep later contacts the visitor and converts him/her into a customer. But unfortunately, such a linear process seldom happens with visitors who browse websites and then leave for an alternative option only to return months. Now, there is this new concept, retargeting marketing, that is being used by digital marketers very commonly to redirect one-time visitors to their websites again and the results have been great.
So what is retargeting marketing?
98% of visitors who visit your website leave without converting. You can use retargeting marketing to convert these visitors. It is a form of marketing through which you target users who have previously visited your website with banner ads on different networks across the web. In this, a small code is added to the landing page (or website) controlled by the marketer or publisher, which places a cookie in each visitor’s browser, adding them to an audience list in retargeting. That audience can now be retargeted with a specific campaign aimed solely at them.
Retargeting marketing is has target customers. B2B companies are often the best candidates for retargeting. But then, it is ideally for site that fails to have a 100% conversion.
Why should one use retargeting marketing?
Retargeting has emerged as a very powerful marketing tool especially for performance driven markets. There are various reasons why it is so important these days:
- You get a second chance to convert a visitor: The interesting thing about retargeting is that you are targeting potential customers who are already aware of your brand as they have visited your website earlier. These customers will know about your products and services and are more likely to get converted into customers through continuous persuasion.
- Create your own data mine: If you already have a continuous flow of one-time visitors to your site, then leverage that and create your retargeting list. It complements SEM and SEO efforts to a large extent. This enables you to keep a track on the visitors who would have otherwise gotten away.
- You can create a recognizable brand through retargeting: Through retargeting, people get to see your ads everywhere that gives the impression that your brand has a big ad campaign running. This itself is enough to create a lasting impression on a potential customer’s mind and goes a long way in creating brand awareness that enables easy brand recognition. It acts more than just a conversion focused tactic.
- Cost effective: Retargeting marketing gives a great return on investment making it a very cost effective method of marketing. Many people consider retargeting to be the one of the top tactics in display advertising when it comes to ROI. Also, the engagement is typically higher because of increased level of targeting.
Choosing the right channel for retargeting
There are plenty of channels these days online that you can retarget potential customers through. This will again depend on the kind of business you have and the kind of customers you want to convert. You can use third party platforms like: PerfectAudience, AdRoll, Retargeter, Bizo, and a few others or you can retarget through the social media channels like: Facebook, Twitter, LinkedIn and so on. The ads will vary according to the channels you choose and there are certain advantages and disadvantages of each. For most products and services, social media channels works well as more people are likely to be reached through these platforms. Here the interactions are more too and hence the chances of being talked about is more.
Takeaways of retargeting marketing
Usually a brand gets one chance to make an impression but with retargeting, it is more than just one. Retargeting can be incredibly effective for advertisers who put the time in to manage and optimize spending effectively. You don’t have to worry about competition like with many other channels, you control every piece of this channel, and you have unlimited options on how to utilize it.
In the highly competitive world of digital marketing, you want to utilize every advantage possible and maximize the value of each of the visitors you drive. In the case of retargeting, you are leveraging your own first-party audience data, which, as we’ve discussed before, is the most valuable type of audience data.
At Unspun , we help our customers retarget their one-time visitors through different channels.