Retargeting
Brands make use of retargeting as a valuable tool to remain visible to visitors who have bounced off.
Consider retargeting as an opportunity to reconnect with your ideal customer. Despite having downloaded your free guide, they did not register for your webinar. Similarly, although they visited your product page, they ultimately chose not to make a purchase. Perhaps they even placed items in their cart but abandoned it before completing the transaction.
Rather than acknowledging that visitors have bounced, you can leverage these opportunities to reintroduce yourself to potential customers and persuade them to engage in specific actions.
You can keep retargeting them multiple times if they don’t take any action until they become customers, or if you determine that they are not a suitable fit for your brand.
Furthermore, you have the ability to retarget customers who have previously made purchases from your company, but have not actively interacted with your brand in recent times.
To sum up, retargeting creates more chances to engage with potential customers, ultimately converting indifferent leads into interested prospects and interested prospects into dedicated customers.
How can retargeting strategies help me boost traffic and conversions?
Below are three key ways in which retargeting strategies can be beneficial in increasing website traffic and enhancing conversion rates. We have outlined them for your convenience.
Say goodbye to “out of sight, out of mind”
Building trust and connection with your target audience requires you to remain constantly in their thoughts. According to the Marketing Rule of Seven, potential customers need to come across a message a minimum of seven times before they will contemplate making a purchase from you.
You can enhance your reputation with your desired audience and improve their likelihood of converting by employing focused ads and content to retarget potential clients.
More targeted messaging
Segmenting your campaigns based on user interaction is a fundamental aspect of retargeting. By understanding that Prospect Group A is searching for an acne wash and Prospect Group B is intrigued by an eco-friendly moisturizer, your messaging will be tailored accordingly.
By recognizing that Audience Segment C favors softer language and that Audience Segment D prefers more straightforward communication, your messaging will be adapted accordingly. With the use of highly tailored messaging, you can generate relatable and personalized campaigns that effectively draw in increased traffic and conversions.
Generate more sales
In order for prospects to advance in the sales funnel and eventually convert, it is crucial to engage them through retargeting. Simply put, retargeting offers the prospect the greatest opportunity to transform into a loyal customer.
How does retargeting work?
This is the essential information you should have regarding retargeting.
The short explanation
The main objective of retargeting involves utilizing paid advertisements to target individuals who have left your website. With retargeting campaigns, you have the ability to engage with potential customers who have shown initial interest, persuade those who have expressed some interest, and regain past customers.
The technical explanation
There are two methods to retarget potential customers: via pixel-based retargeting or list-based retargeting.
To implement pixel-based retargeting, a small and inconspicuous JavaScript code or pixel is embedded on a potential customer’s browser, causing it to be “cookied.” Consequently, when the user leaves your website, the cookie triggers your retargeting platform to display targeted advertisements to the prospect, taking into account the web pages they have previously viewed.
Retargeting strategies to boost traffic and convert leads
After establishing the foundation for retargeting, let’s explore seven retargeting strategies that you can immediately implement.
1. Retarget based on specific interests
By offering alternatives in the same space, you have the opportunity to retarget customers who have expressed interest in your offers.
For example, imagine you are the owner of a cybersecurity firm, and some potential customers were reviewing the feedback on CyberGhost, a VPN service. However, none of them ultimately became customers and made a purchase.
If retargeting them based on the VPN service providers you collaborate with doesn’t yield results, attempt retargeting them using other cybersecurity products and services.
Perhaps they realized that a VPN service is unnecessary, but they require antivirus software. Alternatively, they might be interested in a cybersecurity evaluation or wish to explore your virtual desktop alternatives.
2. Retarget with freemium models
When a potential customer decides not to make a purchase, it is typically due to one of two factors. Either they are not prepared to make a payment or they do not perceive the value in what you are offering. By providing freemium models to potential customers, you can hold their interest for extended durations and encourage them to try out your offerings at no expense.
Imagine you are an online course provider with a specific focus on math and science. One effective strategy to attract potential customers could be to provide them with a complimentary trial of a math tutoring session. An example of this can be seen on the website of the tutoring service company Preply.
You are offering them a page that presents numerous choices related to something you are aware they desire.
This is not only applicable to the education industry. If you are in the business of selling makeup, allow potential customers to sample your products for two weeks before requesting a purchase. If you have a SaaS product, enable potential customers to experience your platform for a month before requiring their credit card information.
Below are several other methods to incorporate freemium models into your retargeting campaigns.
- Share free thought leadership content prospects can use to improve their lives
- Share tutorials, how-to’s, and listicles to teach your target audience something they want to know
- Invite prospects to attend webinars, online retreats, and live videos to ask questions and hone their skills
During the duration of the trial, employ ad sequencing when prospects subscribe for your free trial or content. Commence the trial by displaying ads that emphasize introductory upgrade messages, for example:
Get a 30% discount on your first month by upgrading to a paid account. Additionally, you will enjoy the following benefits when you upgrade.
As the trial comes to a close, generate a feeling of urgency by emphasizing that their trial period is rapidly approaching its end. Reinforce the advantages they will gain as paying customers.
3. Lock arms with affiliate marketers
Affiliate marketing has the potential to significantly enhance your retargeting campaigns, which is why 79% of marketers utilize it to enhance conversion rates. Additionally, up to 83% of marketers employ affiliate marketing for the purpose of increasing brand awareness, while 79% find it effective in engaging their current customer base.
Where does retargeting come in? Affiliates are proficient at cultivating audiences until they are prepared to make a purchase.
Have a discussion with potential partners to inquire about their familiarity with list-based or pixel-based retargeting. While some might affirm their knowledge, others might admit to being unfamiliar. For those who are adept at utilizing these strategies, collaborate on ideas for leveraging them effectively in order to achieve your objectives.
If affiliates lack experience in pixel or list-based retargeting, they should think outside the box. Can they find alternative methods to retarget your ideal customers? For instance, can they engage with bounced leads on social media? Can they send email invitations to prospects who missed the webinar, urging them to watch the replay?
Affiliates are highly skilled in their area of expertise. Despite not using conventional retargeting methods, they will persistently provide value and cultivate target audiences during the entire purchasing process. After aligning your goals with your affiliates, generate specific strategies they can employ through brainstorming.
As an example:
- Send an introductory email to Prospect Group A
- Invite Prospect Group B to sign up for our free trial — create a series of ad, social media, and email campaigns inviting them to join
- Invite Prospect Group C to sign up for our free discovery calls to learn more about what value we offer
4. Integrate email marketing
Incorporating email marketing into your retargeting campaigns is a highly effective method to enhance your efforts and cultivate leads. Not only does email remove communication obstacles, but it also assists in further automating the retargeting process.
You can cookie every user who receives the emails by inserting a code snippet. subsequently, you have the ability to include these users in particular segments (associated with the emails/topics they received) and effectively re-engage them on various online platforms using pertinent advertisements.
5. Segment your visitors by funnel stage
Segment your site visitors using funnel stages to deliver the appropriate content to the correct audience at the appropriate time. By monitoring website visitor metrics, you can determine which funnel stage potential customers are in. Subsequently, offer them tailored content that aligns with their position in the funnel.
Here is a method to identify the funnel stage your visitors are currently at:
- Top-of-the-Funnel (TOFU): Visitors who prefer content-heavy pages instead of product/services
- Middle-of-the-Funnel (MOFU): Visitors who peruse your product/services infrequently
- Bottom-of-the-Funnel (BOFU): Highly-qualified visitors who should be ready to purchase your products/services
Here are a few ways you can retarget visitors, as per this framework.
- Top-of-the-Funnel (TOFU): Point visitors to blog posts, guides, and tutorials
- Middle-of-the-Funnel (MOFU): Point visitors to testimonials, case studies, and ebooks
- Bottom-of-the-Funnel (BOFU): Offer visitors free trials or demos
Ways to use retargeting to revamp your real estate marketing strategy
Create follow-up emails
Utilizing digital ads to retarget individuals who have previously visited your website but did not make a purchase is an effective marketing tactic in real estate. Ensure that your automated follow-up emails tactfully address customers’ requirements without being intrusive.
Track your results, not just open rates
Retargeting in online marketing can be challenging, as it is often difficult to gauge the actual effectiveness of your efforts. The risk of generating ghost traffic is high, making it uncertain whether you are achieving valuable outcomes. Instead of fixating on open rates, collaborate with a social media management platform that provides precise visibility into the number of individuals who have viewed your advertisement, as well as their conversion into leads or sales.
Don’t overlook conversions when evaluating your social media performance; even high click-through rates are meaningless if your conversion rate is lacking.
Set up A/B testing
Incorporating A/B testing is the most effective approach to begin retargeting, as it enables you to compare two versions of an ad and determine which one receives a higher number of clicks. During A/B testing, one version of your ad is consistently displayed while certain elements such as headlines, images, or URLs are altered in the alternate version.
Setting up an A/B test campaign with Google’s Ads program is both simple and free. It allows you to track the number of clicks and associated costs for each version. When executed proficiently, retargeting enables you to generate additional leads without incurring additional expenses.
Use conversion tracking
Having a comprehensive understanding of your prospects, leads, and customers, along with their online activities such as preferences and dislikes, is vital for enhancing your real estate marketing approach through retargeting. Although it may sound intricate, the concept is fairly straightforward.
If you primarily rely on pay-per-click ads for your business and utilize Google AdWords as your main paid advertising platform, setting up conversion tracking is a straightforward process.
By inserting a code snippet into every page of your website, you can enable the sending of an AdWords tag when a user clicks on one of your advertisements. This will allow the system to track and display related products within AdWords, depending on the user’s actions.
Ask for more information on landing pages
Using on-site retargeting, not only can you effectively bring back people, but you can also generate leads and request additional information in a cost-effective and effortless manner. Incorporate on-site retargeting with your top real estate agent advertisements for optimal results.
There is no requirement for tracking software. Landing pages can be designed to enable visitors to directly submit their details through a form from their browser without any hassle. Test it by providing a free eBook or guide in return for contact information. This method is fast, cost-effective, and efficient.
To enhance your landing page even further, consider incorporating social proof such as social media followers or reviews to instill confidence in potential clients.
