Have you ever visited Amazon, searched for a product then for the next few days seen ads for that product everywhere you go on the web? That’s because Amazon uses a marketing tool called “retargeting” or “remarketing”.
Retargeting is an amazingly effective and simple way to keep in front of visitors to your website. If they got interrupted, distracted or weren’t quite ready to buy, retargeting lets you keep your name in front of them. Then when they are ready to buy, hopefully your name will be top of mind.
Retargeting is vital if you want to get better results from your website.
In fact, 95% of first-time visitors to a website never return and 98% of first-time visitors don’t buy. Almost 50% of people visit a website 4 times before making a purchase.
If you use retargeting effectively you can greatly increase your lead generation and sales without increasing traffic to your website.
How Retargeting Works
Let’s say you want to run Facebook ads to people who visit your website. You take a piece of tracking code called a “remarketing pixel” from Facebook and place it on your website. This remarketing pixel will start tracking visitors to your website who also have a Facebook account and add them to a “custom audience”.
When you have enough people in your custom audience you can start running ads to these people.
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Showing Facebook ads only to people who have visited your website recently has a number of advantages:
- They already know you – there’s a certain familiarity from having visited your website so they’ll be more likely to pay attention to your ad than a complete stranger (See the rule of seven)
- The ads will be more effective because they’re not being shown to people who have no interest in you and your products/services.
- Customize your ads based on the person’s interests. Someone who visited the widget page can be shown ads about widgets. Someone else who visited your what-ya-m-call-it page can be show ads about what-ya-m-call-it.
- Increase opt-ins to your email list. Running an ad to people who visit your opt-in page but not your thank-you page (ie. They didn’t opt-in) can increase the odds of them subscribing. Now
- You can increase sales. Create a custom audience of people who abandoned your shopping cart before completing the purchase. Perhaps your ad could be a video answering common questions people have about your product. This might get them to change their mind and complete the purchase process.
Retargeting is very effective and you don’t have to be the size of Amazon to make it work. The tools are designed to work for small businesses and even solopreneurs. If you have a website and can add the remarketing pixel to your site (or can hire someone to do it for you), then you can do retargeting too.
Want to see if retargeting makes sense for your business? Let’s get on the phone; schedule your complimentary consultation.
