Sometimes, people visit your site, find what they want and make an immediate decision to contact you or purchase your products or services. This blog post is not about those people. This blog post is about the people who visit your site, leave, return and leave again. It’s about the people who visit your competition’s website and research their options before making a purchasing decision. So the question is, how do you keep these people engaged enough to choose you?
What is Retargeting?
Retargeting is a digital marketing strategy that shows targeted ads to those who have browsed or interacted with your brand in some capacity. This is a great tactic for re-engaging those who have shown interest in buying something from you, but haven’t pulled the trigger yet. These ads are usually served on different news sites, blogs and wherever else your customer browses online. This technique has proven to be successful in finding and reattracting potential clients/customers.
How to Keep Leads Engaged
Segment Your Audience
One size does not fit all. Segmenting your audience based on their behavior, interests and demographics makes it easier to create and tailor messaging to address their unique needs and preferences. For example, you can set up basic URL segmentation with audiences defined by specific pages they visited when on your website. Some common groups include:
- Homepage
- Abandoned Carts
- Category Pages (i.e., shirts)
- Specific Product Pages (i.e., yellow shirts)
Leverage Email
Email is one of the most effective channels for nurturing leads. Sending an email as part of a retargeting campaign is a great way to remind someone of a specific item they looked at, send a specialized discount code or promote similar items to ones they’ve bought before. Did you know that the average open rate for retargeted emails is 60% with a 15% click-through-rate?
Use Dynamic Creative
Static ads can quickly become stale and fail to capture the attention of your audience. Instead, use dynamic creative to deliver highly personalized and engaging ads that adapt its content in real time based on the user’s past interactions. Some best practices include:
- Use clean, mobile-friendly designs: Simple and straightforward ad designs load faster, providing a better customer experience and display better on all devices.
- Keep messaging consistent: Avoid confusing your customers by making sure all promotions, messaging and creative are consistent across different ad placements, campaigns and channels.
- Showcase multiple products: Carousel ads can display multiple, relevant products to customers regardless of device.
Create Strong CTAs
Calls-to-action (CTAs) can make or break your ads. The most compelling CTAs encourage leads to take the next step, whether it’s making a purchase, signing up for a newsletter or downloading a PDF guide. Create a sense of urgency to motivate users to take act, and test out different CTAs to see which ones resonate best with your audience.
Don’t Annoy Your Potential Customers
Bombarding leads with too many ads or retargeting them long after their initial interaction can have the opposite effect of what you want out of reaching these people. Find the right balance of timing and frequency to limit the number of times a user sees your ad within a certain time frame.
With these tips, you should be able to gain more value from your retargeting campaigns.
If you’re unsure how to start, contact JSK Marketing today for a personalized consultation and discover how we can help you maximize your ROI through strategic retargeting campaigns. Don’t miss out on this opportunity to re-engage and convert more leads – reach out to us now!
