Retargeting is the hippest thing in marketing right now. It’s basically a technique that allows companies to “pixel” the target consumer base and save the base to serve advertisements at a future date.
You may wonder why your startup or small business needs a retargeting campaign. Most businesses invest heavily in generating traffic. While your business website may attract visitors in droves, data shows that close to two-thirds of this traffic eventually leave.
If your business is unable to convert almost all traffic into sales, you are essentially wasting money on SEO.
Retargeting allows businesses to get these visitors back to the site for a potential sale. You can realistically increase conversion rates using retargeting properly.
Not only that, but retargeting will also save your business a ton of money being wasted on useless advertisements.
How? Retargeting allows companies to narrow down a vast pool of potential online consumers into a smaller pool of most-likely-to-buy consumers. Retargeting will help your site attract customers who are already interested in your brand, products or services.
Capitalize on Returning Visitors
The best chance websites have to make a sale lies with returning customers and visitors.
If you take the average number of visitors for a site per month, a vast majority of it will be first-time visitors. The number of conversions among this group is very, very small.
However, there will also be visitors who are returning to your site. The chances of your site making a sale to this group are far higher.
According to some marketing studies, a person who visits a site two or more times is 9.6% more likely to opt-in for a service than a first-time visitor. Returning visitors also sign up, subscribe or opt-in 1912% more often than other groups.
There are several reasons why returning visitors are more likely to convert:
They are familiar with your brand and content.
They recognize your brand already, and they may also have enjoyed the content on your site for a prolonged period.
The fact that these visitors decided to come back indicates they like what you sell.
In a nutshell, returning visitors are the group your marketing campaign should focus on to drive conversions and sales. Retargeting essentially allows you to capture this returning visitor audience
Why Didn’t Returning Visitors Convert the First Time?
That is the billion-dollar question. When a visitor decides to return to a site multiple times, that means your brand has already broken the “trust barrier.” So what’s preventing this returning visitor from converting?
There could be several reasons. Let’s look at some:
The visitor may have been too busy the first time to make a purchase.
It’s possible they spent time with content, but weren’t provided the opportunity to subscribe to the newsletter.
It could have primarily been your content that attracted the visitor, not the business.
They may need more time to convince themselves to make a purchase.
Most web users don’t like signing up for things because they fear their inboxes will be bombarded with junk mail.
However, if they keep coming back, they are definitely warming up to your business. Now is the time to give them a very strong and compelling reason to continue to keep coming back and eventually buy.
Attracting Interested Customers Who May Never Have Visited Your Website
Everything mentioned above highlights the importance of retargeting returning visitors who are already familiar with your business, because they have visited your site. But what about those other customers who are interested in what you sell but have never been to your website?
Retargeting is not solely limited to people who have visited your business site. Retargeting is for all the people who are interested in your brand and content even if their familiarity stems from elsewhere on the web.
The beauty of retargeting is that you can involve interested consumers who have clicked on any link you control, or consume any curated content you produce.
The technique that allows you to retarget interested people who have never visited your site is called link retargeting.
Link Retargeting: What Is It? Who Is It For?
Retargeting is done using pixel codes. When you put one of these pixel codes inside a short link that any member of the public can click on— like a Facebook post, a tweet or a Google ad— that process is called link retargeting.
The short link with codes is immediately added to the retargeting pixel. When this happens, you can legitimately pixel potential customers who might visit a different website via your social media post.
This process can help you avoid spamming your potential customers (or avoid giving the impression of spamming them), and it can also help you serve your target audience reliably.
You may wonder if link retargeting is suitable for business. First, ask yourself these questions:
Do I already have a retargeting ad campaign?
Is content curation part of my marketing campaign?
Do I produce effective blog posts to link for email lists?
Do I compel people to take a certain action on my website?
If you answered ‘yes’ to all of the above questions, then congratulations, link retargeting is for you.
On the other hand, you should not try link retargeting if
You don’t have an inbound marketing funnel
There’s no content on your site to send traffic to
You do not currently have a social network or GDN ad campaign
How to Do Link Retargeting
Now that you have a general idea what link retargeting is, and are qualified for the method as per the above questionnaire, let’s get to how you can actually start doing it.
Let’s start with an example. Say your business just got listed by Buzzfeed in a “top 10 businesses” list. This is a great advertising opportunity, so you begin to aggressively promote your accolade on Facebook, Twitter and elsewhere.
Remember that you will be linking the Buzzfeed article. Those who like your social media posts will end up going to Buzzfeed and might never visit your site.
This is where link retargeting comes in. You can build your audience over by 500% if you can get those who have been influenced by your online content.
Your aim will be to capture the people who click on the Buzzfeed link. Here’s how you capture the interested parties using link retargeting:
Go to Rebrandly
If you use this amazing custom domain link building platform, link retargeting is easy. Open up your account dashboard or an extension. Then paste in your site’s web address. Click on the gear wheel icon and the retargeting tab.
Get Your Facebook Custom Audience Pixel
Once you have done the above, go to the business manager account. Click on the All Tools tab and choose Pixels. Then click on the Actions buttons and the View Pixel option. You will see your code.
Get Your Google Remarketing Pixel
Go to your AdWords account. Then, navigate to Shared LibraryàAudiencesàTag Details.
Click on “Setup” and choose “View AdWords tag for websites.” Copy the code you see and go back to your Rebrandly Retargeting tab to paste the code into the script box. Name it and save.
Save Retargeting Pixel
Once you get your Facebook or Google code, you can easily paste it into the correct field on Rebrandly. Then simply name the code and save it along with the link.
Now you are ready to share this link on any social media post, or basically any link you promote on the web. You can tag visitors who click to start serving ads at a later time automatically.
Important points to remember:
This only works if you are running retargeting ads already
No retargeting ads = losing money
Want to make $1,000 easily? Then link retargeting is what you should be doing. You can expect to drive your sales through the roof if you retarget based on the instructions given above.
Your returning visitors are where your marketing money should be. Retarget people who are already interested, and for a very low price, get them to visit your site. From then on, conversions are easy.
Remember, running retargeting ads is important. There are many different types you can run. However, it’s very important to get your Google remarketing pixel and Facebook custom audience pixel first.
Retargeting will help you build your audience. It will also allow your businesses to reach its maximum conversion rate potential.