This is a guest post by Felicia Baratz.
As technology and the way consumers interact with it continue to evolve, business owners must adjust their marketing strategies and techniques. When finding potential customers and bringing back former ones, we must find multiple ways to stay visible and remind Internet users about our presence. By applying a retargeting strategy to your marketing plan, you’ll be able to successfully reach former and future customers.
A Brief Definition
Retargeting is a form of marketing that businesses use to advertise to those who have previously visited their website. When using retargeting, cookies are dropped on a customer’s computer when browsing your website. You use these cookies to monitor browser’s Internet activity, making it possible to show the customer ads across other networks in an attempt to bring them back to the website. You then deliver reminders and advertisements in the forms of personal ads and banners, which may display the products they clicked on last time they were on your site.
There are millions of potential customers on the Internet on a daily basis. So how do you know which ones to focus your advertising toward? That’s where retargeting comes into play. Your retargeting strategy will focus on those users who have visited your site and are already interested in what you have to offer. Your ads will serve as a reminder that they liked your site and will hopefully get them to return to it.
Retargeting gives you the benefit of being able to reconnect with your customers when they’re online. The main benefit of retargeting is that you’re able to focus on advertising to those who already use your service or already have an interest or a need. By focusing on those who already have an interest in your business, your chances of converting these browsers into customers are much greater. This is especially if you’re featuring a new product or service.
How to Retarget
Your retargeting campaign will place a retargeting code across your website. This will mark the customer’s browser with cookies that will remain there for however long you set it to, depending on their own browser settings. It’s easiest to partner with a retargeting company who will manage this for you.
One example of retargeting potential customers is by creating (or using) code to cookie those who abandon shopping carts. The retargeting banner will target that customer, remind them about their unfinished purchase and hopefully bring them back to complete the transaction.
Retargeting is a great way to connect with interested customers and reconnect with former customers. Take your business to the next marketing level by starting a small retargeting campaign. If effective, your campaign will convert those who are “just looking” into actual paying customers.
You’ll hopefully see traffic to your website increase, as well as your list of targeted customers. Once you see how effective it is in bringing continued business to your website, kick it up a notch and watch your business soar.
Felicia Baratz is a freelance writer, graphic designer and social media addict living in Indianapolis, IN. As a contributor to Technected.com, Felicia discusses new, innovative technology and its relation to the business world and social media marketing.
Photo: ogimogi on Flickr