Our top retargeting strategies to drive conversions in 2021!
Isn’t it frustrating to see your website visitors gradually drop off as they edge that bit closer to a sale? If only there was a way to appeal to these users and rekindle their interest. Well, there is! It’s called retargeting and it’s a great way to connect with people who previously visited or took action on your site. By taking user data—like an email address, cookie tracking data, or an abandoned trolley—you can craft specific campaigns to appeal to these people and nudge them further down your marketing funnel, and one tactic that does just this is retargeting.
Retargeting is when you run online ad campaigns to target specific users. It’s one of the best ways to close sales that didn’t happen. But, it only works wonders if you use it right, and this means showing ads to highly targeted audiences that have completed specific interactions with you.
So, without further ado, check out our top four retargeting strategies to inspire you and drive conversions!
1. Classify your audience for effective retargeting ads
First, it’s important to classify your audience by website interaction. If you show the same ad to every website visitor in the last 90 days, you’ll cast your net too wide and lessen its effectiveness. Instead, divide your audience based on their interactions. For example, classify visitors by pages visited (such as blog articles), whether they’ve downloaded your lead magnet, or if they’ve only viewed your homepage. Then, think carefully about what stage they’re at in the buying cycle to figure out relevant content to display to them.
For instance, if a visitor abandoned their shopping cart, why not target them with ads for the products in their cart and hit them with a time-limited discount? Alternatively, if a site visitor has only viewed your home page, then ads displaying your different products and services will suit them better.
While we’re talking about classifying users, remember to separate visitors who’ve already converted. There’s nothing more frustrating than having a product you’ve just bought follow you around the web, and—at worst—it may negatively impact repeat business from those users. Creating retargeting lists is quick and simple too. For Google Ads, log in to your account and navigate to the audience manager in settings to create audience lists with the parameters you need. Facebook for Business has a similar process and you can even import user lists to retarget specific groups.
2. Retarget specific interactions
There are usually two reasons why visitors don’t convert: they aren’t ready to part with their cash or they don’t know how your product can help them. This is where you can use retargeting to inform your visitors of the value of your product or service.
You can do this by using AdWords and Facebook to target specific pages and retarget related web pages. For example, for visitors who read your latest blog post: “Four Retargeting Strategies that Drive Conversions” try retargeting them with a related post like “Performance Marketing in 2021: everything you need to know.”
You can also do this with visitors who checked out your contact page but didn’t submit the form. Try retargeting your downloadable lead magnet to them to really show how your product or service can benefit them.
3. Use more than just images in your retargeting ads
We all use images to familiarize users with our brand over the Display Network and Social Media. But, have you considered using other forms of content to retarget potential customers? These users already know who you are and they need their concerns addressed before they can make a purchase.
This is where your content comes in. Blog articles, podcasts, live demos, and more are a treasure trove of knowledge about your brand, products, and even your industry. Think carefully about what the users in each stage of your marketing funnel will benefit from. For example, try retargeting interested users with helpful blog articles that inform them about your product or service so they can properly evaluate you and before committing. Alternatively—for users who are that bit closer to a sale—try retargeting them with an exclusive trial, a discount code, or a link to customer reviews
4. Retarget your existing customers
You may wonder what’s the point in retargeting customers who already buy from you. Well, there are a couple of reasons. Firstly, you can upsell to them, and secondly, you can appeal to past customers who’ve become unresponsive to your other marketing efforts, such as email newsletters.
Retargeting existing customers is highly effective because these users have already committed to you. Plus, chances are you have a wealth of data about them at your disposal to craft highly targeted ads. For example, you can retarget existing customers who bought a specific product with updated or new models. For users you haven’t seen in a while, try reminding them why they love you so much by showing them your latest products and new services.
Data is your most valuable asset in retargeting campaigns that convert
Without reliable data about your users’ behavior, chances are you’ll struggle to run effective retargeting campaigns. Retargeting is one area where our users really benefit from having all their marketing data in one place so they can see how their users are behaving and run retargeting campaigns that convert. With Mediatool, users can track how their campaigns are running and easily weigh them against their marketing goals. Plus, the platform’s in-built tools enable teams to collaborate all in one place for campaign planning, quick execution, and proactive budget management.
