Did you know that 96% of first time visitors of your site don't make a purchase or convert into a lead? Retargeting gives your business a second chance to get back in front of your potential customer when they leave your site.
But how can you leverage retargeting to increase your overall bottom line?
In this article, we'll examine the different types of retargeting, strategies, and implementation that will help you maximize your marketing efforts.
If you're in a home business niche and you want to brand yourself. Many people in the home business industry do not realize how much impact retargeting would have on a prospect or potential business partner.
Don't Overlook The Value Of Retargeting
Say someone visits a blog article you've written and decides to share it because it is so rich in valuable content. They've shared your content but didn't convert into a lead or a sale.
See, many business owners would say, “Well I got some social shares” and feel that good enough.
Most home business owners and marketers don't use retargeting or see a benefit of it. But when used correctly, retargeting can be used as leverage to increase conversions by 300-1,000%!
Types Of Retargeting
In general, there are 7 ways you can retarget individuals on the web and they are the following:
- Search Retargeting: Target users based on the keywords, keyword phrases, and SEM ads clicked within the search engines.
- Site Retargeting: Target users based on the type of actions they take on a specific website, blog or landing page.
- SEO/SEM Retargeting: Target users based on how they come arrived to your website.
- Email Retargeting: Target users based specific emails they open/engage with
- Contextual Retargeting: Target users based on other websites they’ve visited that’s similar to yours
- Engagement Retargeting: Target users who have engaged with rich media, online game or app, Facebook page, or distributed content
- Social Retargeting: Target users who share and consume similar content to your existing customers
Chango has a VERY good infographic on the types of retargeting as seen below. Take a look at the “strength of intent” both search and site retargeting has. The intent can give you a signal that your target audience is closer to the end of their buying process.
Control Your Audience’s “Buying Process” With Retargeting
Everyone has a buying process or steps they take from the point they first see your product to the moment they actually pull out their credit card and buy. The ideal process for you is once a visitor arrives to your site, they just buy right there. Thanks to the Internet, people will research things online or “Google it” if they have interest.
Your job as a business owner is to control the buying process. Retargeting allows you to do just that.
In order to do this, you must understand your target audience’s buying process. This involves getting into the mind & feelings of your target audience or avatar.
Discovering the buying process of your avatar can be tricky because it is dependent upon how much your audience knows about your product and other market conditions. The quickest way to determine the buying process is to ask yourself the following questions as it relates to what’s in the mind of your prospect.
If you are a customer of your own product, you can try to remember what your buying process was before you made a purchase. Then create a retargeting campaign that would guide your customer from first site to final purchase.
For example, say I wanted to run a business from home but I didn’t have enough time to physically own a store. Say you are an affiliate for this well known, high commission online business system that takes people with no business experience and helps them get started with their first online business.
You’re a smart business owner because you know the value of having a blog and writing valuable content that solves your target audience’s problems at a profit. At the end of your article, you have a call to action button that allows visitors to start the online business you are affiliated with.
So I get online and Google, “how to start an online business” & “” (which is really what I want to do is make money with less physical effort). I see your article titled “How To Start An Online Business And Own Your Time”, click on it, read your article, click the button, but for some reason decide not to get started.
Instead, I decide to continue to shop around on the Internet. Afterall, your online business system is not the only one out there, right? So I continue to surf the web getting different types of information about online businesses. They are all saying conflicting things from both seemingly credible & incredible sources.
After information overload, I stop my search. I don’t know who to trust so I don’t take action on anything. This is a pretty realistic scenario for a lot of prospects in the online business industry.
New York Times best-selling author and sales expert, Grant Cordone, recorded a video explaining the reason why people don’t buy (or join a business opportunity in this case) is because they lack certainty about themselves.
In this scenario, I would be lacking certainty as to whether or not I can do it and have the ability to produce the money like you do.
So you get an “ah-ha” moment and say, “I will create a series of valuable content, webinar replays, informative videos, & podcasts with me teaching Internet marketing tips and how easy my online system is.”
Then you run a retargeting campaign that reaches back out to me. Depending on how you set your campaign, I may be on your competitor’s website and see your banner ad with your face on it promoting “5 Home Business Tips You Must Know-Click Here” or “FREE-Live Weekly Webinar Starting Your Business-Register” and it leads back to your content (or whatever you’re promoting).
Once I hit your webinar's landing page or blog article, I build more trust, receive more information about your online system, as well as build certainty within and in myself. You also overcame the one of the biggest problems in this home business and network marketing niche—obscurity!
Remarketing allows you to dominate the space of your prospective and target audience. It’ll give you a chance to appear larger than life and an expert in the industry.
If you’re in a very competitive niche, you have to control as much of the buying process as you can. If a first time visitor needs more information before buying, deliver retargeting advertising that gives more information about the industry and your product.
If your target audience is the type that likes to compare compensation plans before they make their decision, then record a video explaining the differences and deliver ads to that person.
Now this is different than email advertising or sending emails to your list. While sending emails are good, the chances of your prospect being on your list and someone else’s list are high. Your emails may get buried among the other “noise” in the inbox.
However, if you are using retargeting, you have a chance to stand out and this may increase your email open rates because they are more familiar with you and your product.
Now that we’ve talked about the concepts of retargeting advertising, lets look at some more practical uses. The flow matrix below can give you a good idea of where you can implement retargeting into your overall marketing strategy.
As you can see, retargeting isn’t something you should be doing first. What you want to do first is to run other advertising campaigns and blog posts and embed your retargeting pixel on the converting pieces.
Retargeting On Your Blog Post
If you have a smashing article that is converting for you, you may want to embed a retargeting pixel and run write several articles related to that article. One each article, you want to have a call to action such as “opt-in to get the next article on this topic” or “get started” depending on the purpose of the article.
Remember, they may not be ready to take action at the moment because they may need time more to “warm up”, more information, or certainty within themselves. Lets take the online business scenario for example.
You may have a YouTube training on ways to market their online business when they get started.
You can have your retargeting campaign set up to when a visitor lands on your blog article, the retargeting pixel or cookie will be implemented into their browser.
If they didn’t take the desired action you wanted them to, you can have your campaign automatically serve them banner ads that encourage them to “Check out Video #2”.
They can be served these ads wherever they go on the Internet until they take action (delete their cookies or the 180 day limit is up) which is click on the link to see video #2.
Once they do, the “check Out Video #2” ads will stop. If they still don’t take action, you can start sending our retargeting ads promoting video #3 in the same way and until they make a purchase.
I did a video showing you a more in-depth, visual representation of how to set this type of sequence up and concept.
Using Retargeting with Solo Ads
Many direct response marketers love solo ads(hyperlink to definition or article) because they can send people directly to their offer’s landing orin expected quantities. In solo advertising, you send an email to someone else’s email subscriber list and the recipient reads the your email and decides to click the link, landing them on to your site.
This means they’ve shown interest in what you have to offer and if it converts really well, then retargeting the ones who don’t purchase may be a good idea.
The benefit you have as a marketer is you don’t have to worry so much about op-in rates because you have the option to retarget those who did not take action (like submit their email or buy your product or services).
NOTE: Make sure you have a good solo ad vender and your landing page is already converting well before you implement retargeting.
According to Alexa.com, YouTube is the 3rd most trafficked website on the Internet. So, there a good chance that your prospects are on YouTube. Therefore, you should be using YouTube as a platform for video marketing.
The owners of YouTube, Google, have a retargeting option (they call it remarketing) for marketers and business owners to take advantage of.
Once you watch the video below, you'll see how easy it is to set up using Google Adwords.
What are your thoughts on retargeting now?
Do you see the benefit of retargeting campaign? Not sure which ad network to choose remarketing? Are you already using retargeting?Please share your thoughts and feedback in the comments below.