2 minutes to understand how retargeting can encourage your visitors to buy
Whether you offer a service or a product on your site, the objective is often the same: to expand your customer base. Something that can be challenging given the sheer abundance of choice on the internet.
How do you avoid being forgotten by your visitors? How do you re-emerge from the tidal wave of information they encounter as they browse the web?
Retargeting addresses precisely these challenges…
What is retargeting?
The term can be translated as "re-targeting".
The concept is fairly simple: a visitor who comes to your site may leave without having bought anything, requested a quote, or got in touch with you.
Retargeting involves "tagging" this visitor and "following" them across the web in order to serve them targeted, highly personalised advertising. For example, when they log into their Facebook account, they will see an advert for the very product they were searching for on your site three hours earlier.
It is worth noting that Google uses the term remarketing. You may come across this term if you run an AdWords campaign. It is, in essence, a synonym for retargeting.
What is the point of retargeting?
The idea is to encourage a purchase (of products or services).
A visitor may leave your site for any number of reasons. Perhaps they are hesitating, prefer to put off their purchase to a later date, want to think it over further, or are still in the "let's compare prices" phase.
Whatever their reason, there is a strong chance they will never return to your site. There are so many sites out there, the choice is so vast, and information overloads people's minds to such a degree that, if your visitor ultimately decides to buy that product or use that service, they may well have already forgotten the name of your site.
Retargeting helps to combat this forgetting. You appear as an advert in the visitor's daily life — with an advert that specifically targets what interests them. It is generally said that a prospect needs to hear a brand's message 6 times before it registers in their memory (cf. Neuromarketing in action); retargeting is precisely what allows you to cross paths with your visitors again.
Moreover, if the visitor was hesitating the first time, they may be more inclined to make a purchase on a second opportunity. Or a third. It is far easier to convince someone who has already shown some interest in your brand than to convince a complete stranger.
Where will my advert appear with a retargeting campaign?
Retargeting can be used in several ways, making your adverts appear in multiple locations:
- In social media newsfeeds (Facebook, LinkedIn, Twitter, etc.)
- In Google search results (AdWords)
- As display adverts within web pages
- In video, in an email, etc.
We hope this introduction to retargeting has helped you learn more about web marketing methods. We will soon return to the subject of how to set up a retargeting campaign on Facebook and then on LinkedIn.
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