Retargeting Marketing: How, When, and Why Is it Used?
If you are running a business and trying to sell your products and services online, then driving people to your website plays a critical role. But what if people aren’t ready to buy when they first visit your website? Or if they get distracted before completing their purchase? This is where retargeting marketing enters the picture.
In order to attract people and bring your leads back to your website, running ads and retargeting marketing campaigns is the way to go. So, let us understand what is this concept all about and how to implement it!
What Is Retargeting Marketing?
Retargeting is a form of marketing strategy that lets you re-attract your prospects who leave your website before making a purchase and convert them into paying customers. Visitors might look for the same product on different sites. However, you can capture their attention once again by displaying engaging personalized content. This can be done in the form of visual ads, text ads, and various other interactive content types like polls, surveys, or recommendations. Marketers use retargeting as a vital tool to attract users, connect with their customers, and increase their sales and customer loyalty.
So, ready to get started? Let’s understand the strategies of a well-done retargeting marketing campaign and the processes involved in the later sections.
Strategies for a Successful Retargeting Marketing Campaign
In order to drive significant traffic to your website, you need to have a good marketing strategy. You can do this by leveraging multiple marketing channels for your promotion.
However, when the users visit your website and leave without taking the desired action, retargeting marketing tactics come into play.
To do this, you can reach out to them through emails, Facebook ads, Instagram ads, etc. Moreover, according to Google, combining retargeting ads with the other advertising you already do can help you increase your sales by 50%.
So, here are some retargeting strategies that can help you do that!
1. Retarget on User’s Specific Site
No matter which ad campaign you run or what emails you share, it is imperative that you deliver hyper-relevant, personalized, and user-specific interactive ads that match visitors’ needs and preferences at the right stage of the buyer’s journey.
For example, if a user puts a Morphy Richards coffee machine in their shopping cart and leaves without making the purchase, you can target them with ads for that coffeemaker on various sites which they have already visited and will visit in the future.
If a third person buys that appliance, then you can serve them with ads for complimentary products they’d be interested in, like coffee mugs, cappuccino pods, a milk frother, and so on.
2. Segment Your Audience
It is not recommended to share the exact same message with all the people who have visited your website in the past. There are multiple ways to segment your audiences like cart abandoners, recent visitors, recent buyers, recent bouncers, and more.
You can also retarget your visitors with some special offers, same-day delivery options, reward points, and more in order to urge them to re-visit your site and complete their purchases.
3. Focus on Search Keywords and Phrases
Look for keywords and phrases relevant to your business and optimize your retargeting strategy in order to encourage potential leads to purchase from you. Retargeting people through searched keywords will also help attract new leads.
In other words, this strategy gives you the potential for greater reach since you’ll be connecting with a new pool of customers as well as your existing ones.
4. Make Use of Your CRM
With CRM tools, companies manage their interactions and relationships with their customers by organizing data in a centralized and easily accessible manner. This allows businesses to retarget their potential customers by serving relevant ads to them on various platforms that they have visited in the past.
Retargeting by using CRM helps in reaching the prospects who have stopped responding to marketing content and engages the ones who do respond.
5. Analyze Real-Time Data
Collect, analyze, and sort data across all devices, channels, and platforms to get insightful results of your product interests and purchase intent. Having a team of professionals who can analyze and put data into real-time action can make your retargeting marketing work effectively. You can collect useful data by making use of interactive content such as forms, surveys, outcome quizzes, etc.
Hence, analyzing data and using it to optimize your ads strategy will result in increased chances of conversions.
You can create an interactive survey or quiz using Outgrow’s no-code interactive content builder – no coding or credit card required. Sign up for the 7-day free trial here and check it out for yourself!
How Does Retargeting Marketing Work?
Once a visitor visits your website, a small piece of data known as ‘cookies’ is stored in the web browser. These cookies then remember users who visit your site. Therefore, you can fetch data with the help of these cookies and utilize them to serve ads to your prospects when they visit other websites or browse the internet.
This will help you remind them of all the products or services you have to offer. Hence, by showing relevant, targeted ads to interested customers, you can increase brand awareness and conversion rate. This is all about how retargeting marketing works!
Retargeting marketing can appear in different forms such as email marketing, display ads, social media ads, etc.
Here’s a graphic to walk you through the entire process in a simple, yet interesting manner.
By retargeting users through email marketing, you can create additional points of contact for your product and most importantly for your brand. It increases the possibility that people who know you will convert. With the ever-changing trend of digital advertising, the fight for your audience’s attention has to be won with not just quantity but also quality.
As of today, email retargeting is one of the most efficient marketing strategies. And if you do it right, you can generate more qualified leads, boost your engagement, and build long-term relationships with your users.
So, if you’re looking for some interactive email marketing examples to boost your engagement and conversions, check out this blog here!
When Should You Use Retargeting Campaigns?
1. Getting More Website Visitors
If your business has a good following and your website gets at least 100 monthly visitors, then retargeting marketing can be an effective long-term marketing strategy for your business.
2. Promoting Bestsellers
Promote your products and services your current customers love and showcase your top-selling products through retargeting ads. This is a simple and effective way that will help you convert visitors into valuable customers and increase the ROI for your ads. You can also make use of user-generated content in the form of testimonials, video reviews, etc.
3. While Launching New Products or Services
If you are launching a new product or expanding your services, then you should retarget people who are already interested in your brand and visit your website. Drive their attention through retargeting ads by running display campaigns, social media retargeting campaigns, and email marketing campaigns. This will create a clear path for them to come back to your store to check what new products and services you’re offering.
4. Increasing Brand Awareness
Retargeting marketing is an essential digital marketing strategy that builds brand recognition. People need to feel they know you before they decide to shop from your website. This can be done through retargeting ads. Such ads can help your brand stand out to potential customers who aren’t ready to purchase when they first visit your site. It also encourages your previous customers to come back and make more purchases.
How to Use Outgrow as a Retargeting Marketing Tool?
Well, our satisfied users agree that using Outgrow’s interactive content tools has helped increase conversions. Moreover, retargeting the existing customers via interactive content has also proved to be a very efficient marketing tactic.
On top of that, Outgrow’s content tools provide access to a variety of other perks as well. The no-code tools help you create interactive content in minutes. You can simply select a template or layout and optimize them as per your requirements. Further, powerful analytics help to check conversion rates at each stage of your quiz and you can also get hold of detailed analytics for each user.
So, without further ado, let’s talk about how you can leverage Outgrow’s interactive content as a perfect retargeting marketing tool.
1. Understand and Analyze Buyer Persona
Your buyer persona needs to be relevant to your brand and the products or services you’re selling. It should include basic information like their name and age. You also need to be specific about their profession, location, and living situation.
Outgrow’s interactive content tools such as quizzes, surveys, polls, assessments, etc. can help you get detailed information about your users where you can ask about their interests, hobbies, lifestyle, and personal life. Ask about how it impacts their buying behavior, and analyze the data thoroughly. This will help you get a visual idea of your ideal buyer persona.
2. Create Highly Engaging Interactive Content
After understanding your buyer persona, you can create relevant and attractive interactive content for better engagement and successful conversions.
Outgrow’s interactive content tools are one of the best in the market that can be used to retarget audiences and ultimately boost conversions. They allow businesses to engage with their audiences interactively and interestingly.
3. Embed on Various Platforms
After creating your interactive content piece for your retargeting campaign, you can share them in various forms such as display ads, visual ads, or text ads. Outgrow lets you embed your interactive content on web pages, emails, and social media platforms and integrate it with 1000+ tools for a seamless process.
4. Collect, Analyze, and Segment Real-Time Data
You can retarget your potential customers with Outgrow’s interactive content tools like quiz, assessment, polls, etc. which provides you with real-time data. The accurate analytics can further help you segment the audience based on their interests for personalized and effective retargeting and improved user experience.
5. Create Email Marketing Campaigns for Various Segments
Running personalized email marketing campaigns has become the most prominent marketing trend this year. It allows you to retarget your potential customers by sending them personalized and relevant messages. This will capture their attention and drive them toward your website to make a purchase.
To achieve that, you first need to segment your audience based on different buyer personas. After you are done segmenting your audience, you can create personalized and interactive emails and share them with your target audience. So, how are you going to create personalized content?
This is when Outgrow comes in handy!
Interactive content created with Outgrow can be easily embedded into emails to retarget your audience who have already engaged with you. This will help you in implementing retargeting marketing at scale effectively.
We hope we have been able to cover all the information about retargeting marketing. In this blog, we have provided effective strategies that will help you run your retargeting marketing campaigns and boost your conversion rates.
You can now start implementing these strategies keeping current and future trends in mind. So, without further delay, sign up for Outgrow’s 7-day free trial and start creating interactive content for your retargeting marketing campaigns.
Let us know in the comments section below if you have any questions!
1. What does retargeting mean in marketing?
Retargeting is the strategy of advertising that allows you to remind your lapsed website visitors of the products and services they’ve left behind without buying. The users are shown ads for the relevant products as they go on to other websites. And that creates a strong recall. This technique helps in converting the previous visitors rather than bringing in new ones.
2. What are the benefits of retargeting marketing?
Retargeting marketing is beneficial for businesses as it helps to drive the inactive users back to your website, thereby, increasing engagement and retention. It can also increase brand awareness and help your leads make a buying decision.
3. What is the difference between remarketing and retargeting?
Retargeting focuses on paid ads and targets a broad range of audiences who have already visited your website and social media platforms. On the other hand, remarketing focuses on email campaigns and reaching out to those with whom you already had interactions. They are your potential customers, allowing for more specific upselling and messaging.
Tanya is a Content Writer and Marketer at Outgrow. She is self-driven and loves being creative and learning new things. When she is not working, she enjoys watching movies and web series.