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7 Retargeting Methods to Purchase Extra Visitors & Convert Extra Leads

Deserted carts. Crickets throughout launches. Heat leads that by no means convert. 

To not point out the blood, sweat, and tears your crew poured into each marketing campaign for seemingly no cause. 

It’s sufficient to fret any model. 

Manufacturers depend on excessive site visitors and conversions to not solely keep afloat however to succeed in their long-term enterprise objectives. 

When manufacturers spend money on firm assets, labor, and marketing campaign efforts with out success, they’ve bother scaling their enterprise. Ultimately, they could even must shut down. 

When you’re nodding your head in settlement, you may be anxious in regards to the state of your individual campaigns. 

You may be asking your self …

“What am I doing improper?”

“How can I preserve my firm afloat like this?”

“What if the subsequent marketing campaign we spend money on makes or breaks our enterprise?”

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Or, possibly your advertising woes aren’t this dramatic. Possibly your organization is doing simply high-quality, however you’d nonetheless wish to see greater site visitors and conversions. 

You is also someplace within the center — that’s high-quality, too.

The reality is, it doesn’t matter what stage you’re in with your small business, you need to use retargeting methods to amass extra site visitors and convert extra leads. 

On this article, we’ll break down every part you have to find out about retargeting methods. We’ll additionally lay out seven methods you can begin implementing immediately. 

Let’s have a look.

What does retargeting imply? 

Retargeting is a useful instrument that manufacturers use to remain current in entrance of bounced site visitors.

Consider retargeting as a second likelihood to get in entrance of your ultimate buyer. They downloaded your free information, however they by no means signed up to your webinar. Or they checked out your product web page, however they determined to not purchase something. Possibly even added one thing to their cart, however they left earlier than paying out.

As an alternative of accepting that guests bounced, you need to use these alternatives to place your self in entrance of prospects once more and persuade them to take particular actions.

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In the event that they nonetheless don’t act, you possibly can retarget them a 3rd time, after which a fourth, a fifth, and so forth. You must proceed retargeting prospects till they turn into prospects — or till you’ve realized they’re not a very good buyer match to your model. 

You can even retarget prospects who used to purchase from you however haven’t engaged shortly. 

TL;DR: Ultimately, retargeting offers extra touchpoint alternatives, which might flip chilly leads into heat leads and heat leads into loyal prospects.

How can retargeting methods assist me increase site visitors and conversions? 

There are three main ways in which retargeting methods will help you when making an attempt to spice up web site site visitors and enhance your conversion charge. We’ve listed them for you under.

Say goodbye to “out of sight, out of thoughts”

Staying prime of thoughts is paramount to constructing belief and connection together with your ultimate viewers. 

The Advertising Rule of Seven states that prospects should see a message a minimum of seven instances earlier than they’ll think about shopping for from you. 

By retargeting prospects with highly targeted ads and content material, you possibly can construct a robust status together with your ultimate viewers and improve their probabilities of changing.

Extra focused messaging 

A core facet of retargeting consists of segmenting your campaigns based mostly on person interplay.

If you understand that Prospect Group A is searching for an pimples wash and Prospect Group B is involved in an eco-friendly moisturizer, then your messaging will mirror that. 

If you understand that Viewers Section C prefers light language and Viewers Section D prefers direct communication, then your messaging will mirror that, too. 

With extremely focused messaging, you possibly can create relatable, personalised campaigns that entice extra site visitors and conversions.  

Generate extra gross sales 

Retargeting prospects is crucial to creating them advance within the gross sales funnel to allow them to finally convert. 

In different phrases, retargeting provides your prospect the very best likelihood to turn into a loyal buyer. 

How does retargeting work? 

Right here’s what you have to find out about retargeting. 

The brief rationalization

Retargeting primarily focuses on utilizing paid advertisements to go after audiences who’ve bounced out of your website. You need to use retargeting campaigns to heat up chilly leads, convert heat leads, and win again earlier prospects. 

The technical rationalization

You’ll be able to retarget prospects utilizing pixel-based retargeting or list-based retargeting. 

Pixel-based retargeting entails inserting an unobtrusive piece of JavaScript — or a pixel — on a prospect’s browser to make it “cookie-d.” This fashion, once they bounce out of your website, the cookie notifies your retargeting platform to current particular advertisements to your prospect based mostly on the pages they’ve visited.

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Checklist-based retargeting occurs after you have already got prospects’ contact info in hand. After importing a list of email addresses to a retargeting marketing campaign, your retargeting platform can determine customers on any given community and serve retargeting advertisements particularly to them. 

Pixel-based retargeting tends to be extra widespread as a result of:

  • Prospects may be focused instantly after bouncing
  • It’s based mostly on person habits
  • It’s particular to a web page in your website

Checklist-based retargeting isn’t as widespread as a result of it:

  • Requires fixed listing upkeep
  • Can’t be automated 
  • Isn’t as well timed

When planning your campaigns, preserve these retargeting strategies prime of thoughts.

3 retargeting errors to keep away from 

Keep away from these three retargeting errors when planning your advert campaigns.

Don’t overlook to personalize 

The worst factor you can do when planning a retargeting marketing campaign is lump everybody into the identical viewers section. 

Keep in mind, with a view to convert a lead with a robust hook, you need to be relatable — which suggests you need to personalize your campaigns together with your prospects in thoughts.

When planning your campaigns, you’ll want to personalize:

  • Messaging: Converse in your prospects’ most popular communication type and handle them by title 
  • Pictures: Use related photos they have been drawn to on particular website pages if doable 
  • Data: Reiterate the data/presents they have been viewing on particular website pages and give attention to the advantages they’ll obtain by investing within the merchandise they considered
  • Preferences: Preserve their preferences in thoughts earlier than asking them to do or purchase one thing within the name to motion part 

Don’t rely solely on GoogleAds

Whereas GoogleAds may be extremely efficient, it’s necessary to place your eggs in multiple basket. In different phrases, don’t rely solely on GoogleAds. Strive Fb, Instagram, and different platforms, too. 

how to retarget on facebook
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To determine which advert platforms to make use of, think about your prospects’ on-line habits. What platforms are they on most? Which platforms have they used to buy items or providers?

Don’t attempt to deal with the retargeting course of manually 

Retargeting may be an exhaustive course of with out the correct methods in place. To be as environment friendly and efficient as doable, spend money on time-saving retargeting platforms, like ReTargeter, SharpSpring Ads, and Criterio

We additionally advocate utilizing a lead scoring instrument, like ActiveCampaign lead scoring. ActiveCampaign lead scoring simplifies retargeting by monitoring your website’s person habits knowledge in keeping with the particular metrics you’ve set.

The significance of segmentation, creativity, and testing 

The next suggestions must be carried out earlier than you embark in your retargeting journey.

Section your audiences 

Segmenting your audiences in nice element is vital to retargeting the correct teams of individuals each time. 

When segmenting your viewers, get laser-specific. 

As an alternative of lumping everybody who visited your website into one class, section by:

  • The precise web page they visited 
  • The particular presents they perused 
  • How lengthy they remained in your website
  • What motion they took or didn’t take in your website 
  • Detrimental audiences (the audiences you’d wish to exclude)

Match this knowledge with insights you’ve gained via analytics and your CRM to get much more particular. 

Then, check out the customer’s journey and spot alternatives to bolster your messaging. 

Flex your artistic muscular tissues

Combine brainstorming classes together with your crew earlier than launching retargeting campaigns. 

Throughout these brainstorming classes, encourage your crew to get artistic with their retargeting concepts. 

Take this up a notch by asking your crew to create imaginative and prescient boards that characterize their concepts. You can even divide your crew into teams, have every group create a imaginative and prescient board, after which vote on every board. 

Whether or not you utilize vision boards or not, encourage your crew to get particular with their concepts —  from the provide to the messaging, imagery, and past.

Take a look at, check, check 

To verify your crew voted on the correct imaginative and prescient board or concepts, you’ll want to implement testing protocols. Contemplate spreading your advert concepts throughout a number of channels and operating A/B assessments to see which produces probably the most prospect engagement. 

A/B testing example
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You additionally want to make sure that your advertisements are loading nicely and are optimized for each desktop and cellular units. 

Preserve testing and fine-tuning till you’ve discovered the correct match to your ultimate viewers.

7 retargeting methods to spice up site visitors and convert leads 

Now that we’ve laid the groundwork for retargeting, let’s check out seven retargeting methods you possibly can implement immediately:

1.  Retarget based mostly on particular pursuits 

You’ll be able to retarget prospects who’ve proven curiosity in your presents by offering options in the identical house. 

For example, let’s say you personal a cybersecurity firm, and some prospects have been perusing your opinions on the VPN service CyberGhost. Nonetheless, none of them truly transformed and made a purchase order.

You’ll be able to then retarget them based mostly on different VPN service suppliers you’re employed with. If that doesn’t work, strive retargeting them based mostly on different cybersecurity services. 

Possibly they found that they don’t really want a VPN service, however they do want virus safety software program. Or possibly they’re involved in a cybersecurity checkup or need to assessment your digital desktop choices. 

2. Retarget with freemium fashions 

When a prospect doesn’t make a purchase order, it often comes right down to one in every of two causes. Both they’re not able to pay, or they don’t see the worth in what you provide.

By providing freemium fashions to prospects, you possibly can seize their consideration for longer durations and invite them to check drive your presents for free of charge. 

Let’s say you’re a web based course supplier specializing in math and science. You possibly can think about providing prospects a free trial for a math tutoring session, like this web page from the tutoring service firm Preply. 

tutoring service offering freemium models
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You’re offering them with a web page that includes a wealth of choices concerning one thing that you understand they need. 

After all, this isn’t restricted to the training sector. When you promote make-up, let prospects check out your merchandise for 14 days earlier than asking them to purchase. When you personal a SaaS product, let potential prospects check drive your platform for a month earlier than they’ve at hand over their bank card.

Listed below are another methods to combine freemium fashions into your retargeting campaigns:

  • Share free thought management content material prospects can use to enhance their lives
  • Share tutorials, how-to’s, and listicles to show your target market one thing they need to know 
  • Invite prospects to attend webinars, on-line retreats, and reside videos to ask questions and hone their expertise 

When prospects join your free trial or content material, use advert sequencing all through the period of the trial. 

At the beginning of the trial, current advertisements that concentrate on intro improve messages, for example:

“Improve to a paid account and luxuriate in 30% off your first month.” Then go into the advantages they’ll obtain by upgrading. 

Towards the top of the trial, create a way of urgency by reminding them that their trial is rapidly expiring. Make sure to reiterate the advantages they’ll obtain by changing into a paid buyer.

3. Lock arms with affiliate entrepreneurs

Affiliate marketing can amplify your retargeting campaigns tenfold. That’s why 79% of entrepreneurs are utilizing internet affiliate marketing to enhance conversions. As much as 83% of them are utilizing it for model consciousness functions, and 79% discover it helpful for participating present prospects. 

An amazing instance of internet affiliate marketing may be discovered within the picture under from Instagram. 

affiliate marketingg example on instagram
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When locking arms with affiliate entrepreneurs, be particular about what you’d like them to do. Within the above instance, this affiliate has put collectively an outfit from a retailer she’s working with and is displaying it off in a sublime method. That’s good for this retailer. 

Now, the place does retargeting come into play? Associates know the way to nurture audiences till they’re prepared to purchase. 

Sit down with potential associates and ask if they’ve any expertise with list-based or pixel-based retargeting. Some will say sure, and others will say no. 

In the event that they know the way to make use of these methods, brainstorm methods they’ll use them that can assist you attain your objectives.

In the event that they don’t have expertise with pixel or list-based retargeting, get artistic. How else can associates retarget your ultimate prospects? For example, can they follow up with bounced leads on social media? Can they invite prospects who missed the webinar to observe the replay by way of e-mail?

Associates are masters at what they do. Whereas they could not make use of conventional retargeting approaches, they’ll proceed to ship worth and nurture audiences all through the customer’s journey. 

When you’re on the identical web page together with your associates, brainstorm concrete techniques they’ll use.

For example:

  • Ship an introductory e-mail to Prospect Group A 
  • Invite Prospect Group B to enroll in our free trial — create a collection of advert, social media, and e-mail campaigns inviting them to hitch 
  • Invite Prospect Group C to enroll in our free discovery calls to study extra about what worth we provide

4. Combine e-mail advertising 

Integrating email marketing into your retargeting campaigns generally is a highly effective technique to amplify your efforts and nurture leads.

email marketing example - Retargeting Strategies Convert Leads

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Not solely does e-mail obliterate communication boundaries, however it might additionally aid you automate the retargeting course of a step additional.

By inserting a code snippet in your emails, you possibly can cookie each person the emails have been despatched to.

Then, you possibly can add these customers to particular segments (based mostly on the emails/matters they obtained) and retarget them throughout the net with related advertisements.

5. Section your guests by funnel stage 

To retarget the correct viewers with the right content on the proper time, use funnel phases to section your website guests.

You’ll be able to determine which funnel stage prospects are in by monitoring web site customer metrics. Then, present them with the content material they want based mostly on the place they’re at within the funnel.  

Right here’s the way to decide which funnel stage your guests are in:

  • Prime-of-the-Funnel (TOFU): Guests preferring content-heavy pages as a substitute of product/providers
  • Center-of-the-Funnel (MOFU): Guests who peruse your product/providers occasionally 
  • Backside-of-the-Funnel (BOFU): Extremely-qualified guests who must be able to buy your merchandise/providers 

In line with this framework, listed here are some methods you possibly can retarget guests:

  • Prime-of-the-Funnel (TOFU): Level guests to weblog posts, guides, and tutorials 
  • Center-of-the-Funnel (MOFU): Level guests to testimonials, case research, and ebooks
  • Backside-of-the-Funnel (BOFU): Provide guests free trials or demos 

6. Retarget based mostly on particular actions and ache factors 

We’ve touched on this tip within the data sections above, however we’ll clarify it a bit additional right here. 

As an alternative of retargeting the identical group of individuals based mostly on one motion, take it a step additional and retarget customers based mostly on particular actions and ache factors. 

In different phrases, present them how your provide can alleviate their ache factors.  

Let’s paint an image …

Think about you personal an eCommerce website, and your best-selling product is your well-known cacao-chai combine.

Now, let’s say that one in every of your viewers segments watched your video about the way to make your well-known cacao chai, however they haven’t bought your combine but. 

To encourage them to buy, discover out what their ache factors are and retarget them based mostly on their wants. 

For example, let’s say Prospect Group A is trying to exchange their morning espresso as a result of it’s giving them the shakes. They’re searching for another that can give them lasting vitality with out the inevitable caffeine crash.

On this case, think about displaying them advertisements with messaging that focuses on the advantages of switching from espresso to cacao-chai. You can even combine video testimonials of pleased prospects sharing the well being advantages they’ve seen after switching to your combine.

Right here’s an instance of an actual model utilizing this technique:

Earlybird has an umbrella marketing campaign that targets its common viewers about gifting cash to members of the family. 

After monitoring exercise on the particular “household gifting” website pages, Earlybird retargets segments based mostly on particular household relationships. 

For example, prospects who’re involved in studying the way to make investments for his or her children are retargeted utilizing “gifting cash to youngsters” campaigns. 

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Prospects that go to “godchildren gifting” website pages are retargeted with “gifting cash to godchildren” campaigns.

7. Retarget deserted checkouts 

Benefiting from low-hanging fruit like deserted checkouts is a simple technique to retarget prospects — and hopefully, encourage them to finish their buy.

When a prospect abandons their checkout, instantly add them to a sequential cart abandonment advert marketing campaign and e-mail advertising collection. 

To entice them to take a look at, think about providing a reduction code. 

Wrapping Up 

Manufacturers depend on site visitors and conversions to succeed in enterprise objectives and scale their firms. 

When manufacturers spend money on marketing campaign efforts with no success, it not solely stunts their development however can even result in a shut-down. 

To remain forward of the curve, manufacturers can use retargeting methods to win again outdated prospects and convert leads. 

Able to plan your individual retargeting campaigns?

Right here’s a recap of the seven retargeting methods we shared at the moment:

  • 1. Retarget based mostly on particular pursuits 
  • 2. Retarget with freemium fashions 
  • 3. Lock arms with affiliate entrepreneurs
  • 4. Combine e-mail advertising 
  • 5. Section your guests by funnel stage 
  • 6. Retarget based mostly on particular actions and ache factors 
  • 7. Retarget deserted checkouts

Shane Barker

Shane Barker is a digital advertising marketing consultant who focuses on influencer advertising, content material advertising, and search engine optimization. He’s additionally the co-founder and CEO of Content Solutions, a digital advertising company. He has consulted with Fortune 500 firms, influencers with digital merchandise, and a variety of A-Checklist celebrities.

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