Every business owner needs to know how to retarget their audience. Failing to do so would give you meager returns on your marketing expenses. Customers do not straight away purchase your products or services after seeing your ad for the first time. They need time to digest the message, make up their mind, choose to visit your outlet or online store, look for alternatives, and finally decide to buy from you.
The buying process of customers is thus quite lengthy and complicated. That is why successful entrepreneurs develop long sales funnels to slowly bring prospects closer to making a purchase. If you do not use retargeting strategies in your marketing efforts, you will lose out on many people who could potentially become your customers.
Human beings need to see or hear a message multiple times to remember it and take action. The same goes for advertisements. When you run ads, you cannot expect the audience to buy your product in the first instance. You need to do some serious retargeting repeatedly until you start getting leads, and ultimately sales.
Retargeting strategies help you make your campaigns more effective and save you a lot of time and money. It is easier to persuade a prospect to make a purchase that has already heard about your brand. Since they are already familiar with your business, they can be moved further along your marketing funnel to consider subscribing to your site or visiting your retail store.
Effective retargeting strategies are those that stick your brand name in the minds of the audiences, so much so that they are eventually compelled to visit your store. You do not need to be a master in marketing to learn how to retarget your audiences. Gaining some simple knowledge by reading articles like this one would do. Since we live in the digital age, we can find much information by browsing through the internet.
If you want to learn how to apply effective retargeting strategies to your business, you have come to the right place. This post will describe several retargeting strategies suitable to implement in this day and age and can really help you grow your customer base.
6 Retargeting Strategies to Grow Your Customer Base
Here are 6 effective remarketing strategies for you to apply to get more customers.
1. Track the Navigation of Your Site Visitors
To find out what your customers are interested in, you need to track how they browse through your website. If you observe, for instance, that most of your site visitors spend time on a specific product page, you would know that the particular product is high in demand. Your retargeted ads could thus focus on that one product over the next few weeks.
Image taken from Strikingly user’s website
If you notice that most of the visitors are bouncing out of your site at the checkout page, it means your checkout process is not as smooth and quick as your customers would like it to be.
Image taken from Strikingly user’s website
Tracking the navigation of your website visitors can help you to a great extent in designing your retargeting strategies.
2. Segment Your Audience
Customer segmentation is the next thing to do to build effective retargeting strategies. Some site owners drop a pixel on their website and retarget the shoppers who browsed over the past 30 days in the same manner. This is not an effective way of retargeting.
Segmenting your audience is critical to the success of your retargeting strategies. For example, you can segment all the shopping cart abandoners or group all the most recent visitors together.
After segmenting the audience, you apply retargeting strategies in whichever way makes the most sense to each segment. This is done by providing different incentives in the advertisements shown to other segments. For example, one segment can offer same-day delivery, while another can be given a special discount offer. If you make international sales, you can offer free shipping to a particular segment and a free seasonal holiday gift to another segment from a different country.
Image taken from Strikingly
3. Focus on the Common Search Items
Retargeting strategies are most useful if applied after analyzing the search terms used by your target audience in search engines. For instance, if you sell jewelry from a retail shop in Chicago, and your keyword research shows that many people are searching for ‘diamond necklaces in the Midwest’, you could create ads targeted for the keyword phrase ‘discount diamonds Midwest’.
This technique is different from the other retargeting strategies because this helps you design your campaigns for those who have not yet visited your website.
Tracing the search terms tour prospects use increases your chances of getting a more extensive and relevant reach. It helps you connect with the pool of prospects that are more likely to convert to customers if your ads are shown to them.
4. Utilize Your CRM System
Most of your customer relationship management system data is probably offline. It is not collected automatically through a website cookie but gathered most likely through a referral or loyalty program, such as those that offer sweepstakes or product giveaways. This makes the CRM system a valuable source of information about your site visitors and shoppers. The data in your CRM shows what your visitors are interested in the most.
Therefore, it could be beneficial to use your CRM system data to design your retargeting strategies. Many remarketing partners allow you to upload the CRM data directly into the platform and match it to set the target audience of your ads. The metrics most commonly used for this are email addresses, phone numbers, store locations visited, and past sales. This data lets you see the bigger picture of each customer to create customized ads for retargeting them.
5. Connect the Data Dots
In today’s highly competitive world, it is essential to reach out to shoppers with personalized content for their needs. This means the data we produce or gather needs to be unified across different channels, devices, and platforms. That’s the only way to get the full picture of consumers’ tastes, interests, preferences, and purchase intent.
To develop effective remarketing strategies, you need to work with a vendor to compile, analyze and organize all the data into real-time action. Many vendors use machine learning technology to do this. This increases the chances that your users will click on your ads and convert.
6. Cap Your Retargeting Frequency
Doing too much of anything is not good. Even when applying retargeting strategies to get more sales, it is not a good idea to do it limitlessly. If you keep retargeting a particular customer segment for months, they might get sick of your ads and start looking for ways to block them.
To avoid this from happening, you need to put a cap on your retargeting frequency for each customer segment. When you run Google Ads, you can usually set the frequency of your ads and even block specific IP addresses. Make use of this feature and be moderate in showing your ads.
These were a few helpful retargeting tips that you can apply to increase your sales. Remember, your retargeting efforts will only be helpful if your ecommerce website is professional and user-friendly. If you sell your products online through your site, customers will come to your site to buy them. But however good your retargeting strategies are, you might still experience a high bounce rate on your site if they do not find it easy to navigate through it.
Image taken from Strikingly user’s website
That’s why it is utterly important to make sure your website’s product pages and checkout flow are as smooth as on any other website. It is challenging to retarget customers and bring them back to your website if they already visited it, did not find it interesting or convenient to navigate, and left. The next time your ads are shown to them, they might just ignore them.
Image taken from Strikingly user’s website
But if your website is feature-rich, responsive, smooth-flowing, and error-free, customers would love to spend more time on it. Eventually, they would consider purchasing something from your site, and thus your sales would grow.
If you want to have an appealing and responsive website that helps you bring more sales, build one on Strikingly. Strikingly is a website builder that allows you to create an attractive website all by yourself, even if you have zero programming knowledge or coding skills. Many of our users have built full-fledged websites in less than an hour. They select the most suitable website template among our offers and use our intuitive interface to fill the page with content. Once they publish the content, their website is up and running.
You can do the same and get your website ready in less than an hour. So why wait for tomorrow? Get started by signing up for your free Strikingly account!
