In the 21st century, your business’ website is the focal point of your marketing initiatives. After all, it is where customers will go before they decide to make a purchase so that they can learn more about your brand and your products/services. However, even when a customer comes across your website, it doesn’t necessarily mean that they will be sufficiently engaged or interested to actually take matters any further.
When it comes to generating a consistent and reliable stream of leads, it is essential that your website not only attracts consumers but captures their long-term attention and commitment, at least up until they buy something from you. For optimum results, you have to reduce the percentage of consumers who visit your website but then bounce away before successful conversion takes place. If you’re interested in re-engaging potential customers who have visited your website but haven’t yet taken an action, then website retargeting is a marketing tactic that you should know about.
An Overview of Retargeting
Essentially, website retargeting is a form of online marketing wherein your business will reach out once again to any bounced traffic once they leave your website. The truth is that only a small percentage of online traffic will convert on the first visit, and retargeting is a tactic that will enable you to also generate leads from those consumers who don’t convert immediately.
Through website retargeting, you can deliver high-performance and cost-effective marketing campaigns which will allow you to reach out to your target audiences, achieve unparalleled returns on your investment, elevate the impact of your brand and maximise you revenue. Retargeting is incredibly effective, and it is relatively straightforward to implement with the assistance of a professional lead generation agency. It can be divided into two broad categories; cookie-based retargeting and list-based retargeting:
In the simplest terms, this approach to retargeting uses a cookie-based technology which is based on Java Script code, and it discreetly and anonymously follows consumers as they browse the web once they have visited your website. Once you have integrated this unobtrusive and subtle piece of code – sometimes known as a pixel – onto your website, it will run silently in the background without affecting performance or user experience.
Whenever someone visits your website for the first time, the code will release an anonymous and invisible cookie which embeds itself into their browser. Whilst the cookie will store information such as the pages which are visited on that browser from that moment onwards, it will usually not record any personally identifiable information such as a name, address or email.
Once a consumer leaves your website, the cookie will track their future online activity and gather data regarding subsequent web visits. You can then use this data to create and launch retargeting campaigns based on this activity, whereby the consumer will see advertisements for your business on any other website, social media platforms or online media that they visit.
Whilst cookie-based retargeting is typically used on websites, list-based retargeting is most frequently applied to social media platforms so that you can retarget consumers whose data has been stored in your database. One of the main advantages associated with this type of retargeting is that it gives you the opportunity to tailor and customise your advertisements with incredible precision, given the information that you already possess regarding the consumers.
Rather than embedding cookies onto the browser’s of your website’s visitors to collect information, list-based retargeting depends upon lists of customers who have already provided you with some form of contact information from before, such as an email address. In order to apply this method, you can just upload a list of the email addresses you have gathered onto a retargeting campaign (primarily on a social media platform such as Instagram or Twitter), and the platform will then identify any users on that network which match with the addresses you have and deliver advertisements straight to them.
Cookie-based retargeting is certainly the more common option, but list-based retargeting still has its place – especially when it comes to generating leads on social media platforms as well as on your websites.
Why Retargeting is Effective
Statistically, it is estimated that only 2 percent of online traffic to your website converts after the initial visit. Retargeting is an affordable, efficient and effective way for you to re-engage the remaining 98 percent who aren’t converted the first time. From a financial standpoint, it makes sense that you should funnel the finite marketing resources of your business towards those consumers who have already demonstrated their interest in your brand or the products/services you offer – which in this case are those who have found their way to your website.
Ultimately, compared to consumers who have never actually interacted with or attempted to engage with your business, retargeted consumers are a much more worthwhile investment. In order to access your website in the first place, previous visitors would have either responded to one of your marketing campaigns or reached out to your brand on their own incentive. This makes them much more likely contenders when it comes to converting consumers into paying leads.
What’s more, retargeting can be used in the long-term as well for expanding and sustaining brand awareness no matter where your customer’s may be in the sales funnel.
Establishing a Robust Marketing Strategy
Online marketing is as dynamic as it is complex, and a successful campaign is made up of multiple procedures and techniques which are distributed across a variety of online platforms. Retargeting is just one aspect of online marketing, and it is essential that you apply it in conjunction with additional methods such as content marketing, lead magnets, SEO optimisation and multi-media advertising.
By enlisting in the services of a lead generation agency, you can leverage the advanced insights and in-depth analytics they provide to launch a marketing campaign which has been adapted to the unique circumstances, requirements and ambitions of your business. Retargeting will always be an integral component to any business strategy, allowing you to concentrate your resources on those consumers who have already expressed interest in your brand, and who are therefore the most likely to be converted into paying leads and deliver the outcomes you want to see.