We all like to think that once someone has visited our website they’re automatically going to call into our shop, buy something from our website or give us a call. Let’s be realistic, we all know that is probably not going to happen. Sometimes you need to help people along the path when it comes to sales and gaining leads for your business. What if there was a way of retargeting these people that have been on your website but haven’t bought anything or signed up for anything? Well, there is…
What is retargeting?
Unlike typical digital advertising, retargeting targets people that have already visited your website or who may already be in your database.
How does it work?
There are two ways retargeting can work.
Pixel-based retargeting targets people that have visited your website. Using a little bit of code placed on your website, ad platforms will be able to identify people who have visited your website and can then serve your ads to them again.
The advantage of pixel-based retargeting is that it is timely. As soon as someone leaves your website can target them again.
List-based retargeting works once you already have someone’s contact details in your database. This method of retargeting is usually more popular on social platforms such as Facebook and Twitter. You upload a list of contacts then the ad platform will identify users on their network and just show ads to those people.
The advantage of this method is that it’s a lot more targeted because you are able to filter the data as you want and choose who you want to target. This could be based on behaviors or demographics.
Why should you use retargeting?
There is two main reason why retargeting is so useful to businesses.
You may be thinking “well I don’t sell anything on my website so how will this help me?”. Well, this is a great way to build awareness of your business. If you want to achieve this you will probably use a pixel-based method. You will be targeting mainly people who have not engaged with your business before so it is a great way to showcase your business, build awareness of your business.
You want people to click your ad and take the next step in the sales funnel. Whether this is website clicks, form submissions or sales. The best part of a conversion based retargeting campaign is that it can be used in multiple parts of the sales process. You can use the pixel-based method to gain more leads. You can use the list-based method to help convert the leads you already have.
How can I get started?
Use the contact form below to get in touch with me. I’ll be able to offer you some advice or help on how retargeting can best be used in your business and how to take full advantage of it. Alternatively, check out some of my other digital marketing services I offer.