Our Top Retargeting Strategies
So we’ve talked about how you might be doing retargeting the wrong way, so now let’s talk about how to do it the right way.
Simply put, the majority of your website traffic isn’t going to convert on their first visit to your website. Some sources even report that only around 4% of website traffic is ready to purchase when they land on your site for the first time. And this is why having a good retargeting strategy is so important.
What exactly is retargeting?
Retargeting refers to showing ads across different platforms to re-engage your site visitors after they leave your website without converting.
We love using Facebook or Google Ads for retargeting, but you can use other paid advertising platforms such as Instagram or even Twitter.
Rocket Park’s strategies to retarget the right way
1. Take your potential customers’ buying journey into consideration
This is about being aware of where your potential customers are in their buying journey when they land on your website. Then determining the most relevant ads to show to each site visitor based on what buying phase they are in.
Three phases of your customer’s buying journey:
- Awareness phase- The buyer realizes their problem or need for a new product or service.
- Consideration phase- The buyer starts to consider and compare options to make a purchase.
- Decision phase- The buyer chooses/purchases a solution.
Let’s look at some examples of buyers in different purchasing phases.
Mark visits your website and reads a blog post and bounces without any further action so he’s probably in the awareness phase.
But Tom reads a few blog posts and even fills out a form for a lead magnet. He also checked out a product page. So Tom is more likely in the consideration phase.
When taking your customer’s buying journey into consideration, you would not show the same ad to both Mark and Tom.
Mark would probably respond better to an ad for a lead magnet, while Tom would be more interested in something like a discount code or free trial.
When taking your potential customer’s buying journey into account, your ads will be more appealing and help move them through the buying cycle and ultimately towards a purchase.
2. Get specific and benefit-driven with you retargeting strategy
Let’s say you have a vegan supplement website. Sarah ends up on your website, and she spends time looking around and even comes back to your collagen supplement several times.
At this point, you know that she’s interested in this particular product so it would be smart to target her with an ad that’s specifically geared towards your vegan collagen.
But go one step further and show Sarah how she can benefit from this product.
Consumers love benefit-driven advertising.
3. Facebook lead generation ads
We love Facebook’s lead gen strategy because it converts well.
Facebook lead gen ads virtually (pun intended) replaces the traditional lead magnet and landing page.
And because they are integrated right into Facebook this means your potential customers don’t even have to leave Facebook to fill it out.
Think about it, if your future customer is hanging around on social media, do you think they are there to see ads?
So redirecting someone off of Facebook to have them fill out a lead gen form makes it more likely they will click through without converting, ultimately wasting money.
When using Facebook lead ads, you can use potential buyers’ email info to remarket them with an email campaign or you can choose to retarget them with a specific ad that correlates with your website in the future.
But either way, it’s a great way to re-engage with your prospective customers in the future.
4. Re-engage existing customers
Have you ever noticed that some of your email subscribers will become unresponsive at some point?
If so, not to worry. It happens.
And the good news is that you can re-engage with them with retargeting.
But why would you want to use money to retarget your existing subscribers?
Well because if they have bought from you once, that makes them way more likely to buy from you again. And just because they have become unresponsive via email doesn't mean they won’t start engaging with your brand again after seeing a strategically placed ad.
And the best part is that you can even target current customers to upsell or cross-sell them different products.
But just remember, this is to re-engage old customers or upsell existing ones. If you have people who are consistently buying from you, there’s usually no need to spend money to retarget them.
How Rocket Park can help you retarget the right traffic
We know there’s a lot of info out there about the best way to re-engage with potential customers, and we also know that there’s a right way to do it and a not-so-right way to do it.
But if done right, retargeted customers are 3 times more likely to click on your paid ad and are more likely to convert than people who have never interacted with your brand before.
Not too bad, eh?
And with stats like that, retargeting might just be something that worth investing in.
So if you think you’d benefit from having a little help with your retargeting strategy, let’s chat.
More brand awareness, more conversions and more sales with Rocket Park.