Retargeting is the process by which you focus your marketing efforts to attract leads that have visited your site but left “empty-handed.” Perhaps they looked around, viewed a few products, or maybe even put them in shopping cart, only to abandon it before completing a purchase. You may never know why they didn’t convert, but don’t want to give up on them. Here are six ways to lure them back:
1. Site Retargeting
When activities center around you website, you can use ads based on visitor actions. You can focus directly on what visitors did while on your site, like specific pages they visited, products views and whether or not items were added to a cart. Once you have an audience created, you can reach the members via social media and other site they frequent.
2. Email Retargeting
Once your email has been opened by a lead, you can retarget them. However, some email programs (i.e. Outlook or Gmail) will block the tracking pixel from being downloaded, making this a better theory than effective tool. Therefore, the best strategy is to retarget visitors to your email landing pages.
Many campaigns designed to attract visitors only provide unchanging ads, attracting only a portion of the audience you are targeting. In a dynamic retargeting campaign, you personalize every ad impression you serve, featuring products or content leads have viewed or expressed interest in. This is a great one, as it automatically pulls in data from your product feed, such as a product’s image, brand, and price, saving you valuable time.
4. Mobile (aka Cross-Device)
With this mobile retargeting style, you can target those who downloaded your mobile app or visited your desktop site. This helps you retarget those who visited the desktop website with ads served on mobile devices, hence the term “cross-device”, as they are using both methods to access your site. Use banner ads, interstitials and video ads within mobile apps to retarget mobile contacts. Remember that the average person checks their phone over 200 times a day, so by targeting mobile users, your brand is always there!
Search intent data is possibly the best collection of information for a visitor’s intent. With these facts, like what keywords were used, and which brands and products were viewed, you can really get down to detail and personalize your content. Additionally, another form of this type involves retargeting your visitors based on terms they used on other sites. Also called “prospecting,” as in this strategy you are targeting leads that haven’t browsed your site.
6. CRM (aka Data Onboarding)
This new technique allows you to send targeted messages to people online using your customer database. A combination of on- and offline marketing, this uses your offline data to target leads online. You are respecting your customer privacy while still maintaining audience accuracy.
And there you have it; a short course in retargeting. As you can see, you have a wide variety of techniques to approach your unconverted leads. Don’t let your passers-by get away from you; entice them back with retargeting!
About Digital Impact Agency
Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.