Imagine if you were able to keep your product present in customers’ minds even after they’ve already left your website. That is part of what retargeting is, and understanding that can help you realize how it can boost your online sales.
Traditional retargeting uses cookies your website leaves behind on visitors’ computers to signal to banner ads throughout the internet to post your company’s ads rather than another’s.
While this will not change the banner ad that a company has purchased directly with a particular website, intermediaries like Google Adwords ensure that its ads use cookies to retarget customers.
Know Your Customer
One of the biggest “sells” of retargeting is that those who have already visited your site will see the ads about your business. That means you are not wasting ad spaced or expenses by casting a wide net only to earn a few new clients in return. You know that those viewing your retargeted ads have an interest in your company and its products because they have already visited your site.
You may think it is wasted effort to go after customers a second time, rather than attempting to reach new clients, but many would-be clients will visit a website once and never return not because they did not like the company or its services; rather they forgot the site and company name when they needed it.
Retargeting these would-be customers keeps your company fresh in their minds for when they need your services. It can play a huge role in increasing a website’s conversion rate.
Get Them Back in the Cart
You can even tailor your retargeting process to those customers who have begun the shopping process on your site but failed to follow through with their purchases, leaving items in their shopping carts.
Rather than just referring customers back to your page, you can create code to entice them back to purchase a particular type of product–like the one they left sitting in their cart.
More than Just Your Website
If you have customers who sign up for e-mail marketing campaigns, you can include the same line of code in the e-mails that you would use on your website. In the same way that leaving a cookie on a website would begin the retargeting process, so does that line of code in an e-mail newsletter.
This can be an excellent way to entice new visitors to your website who have merely signed up for the e-mails in your brick and mortar store. Marketing is a continual process that should not cease after initial abandonment. A business should always be marketing or it is doomed for failure.