For most websites, only 2% of web traffic converts on the first visit. So what happens to that other 98%?
Well, you have two options: either you let them venture off to be quickly snatched up by a competitor, or you rework your strategy to deliver the content they need at the right time, resulting in conversion. So, if you want more than just 2%, here's what we're talking about...
This post is part of Your Definitive Guide to Lead Nurturing blog series.
“Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest.”
All this talk about retargeting and what it can do for your company sounds great, but you may be wondering how to carry it out technically. Don't worry! This short article outlines the technical side of how retargeting works to help us better understand the process.
“As long as you understand the basics, there are great remarketing platforms out there ready to help you smash your ROI targets.”
Okay so you're on board with this whole retargeting thing, and you have some goals in mind for your company. Now what? Well, we are lucky enough to live in 2017, where a slew of companies have made retargeting services their main priority. Some are big names like AdRoll, while others like Perfect Audience you may not have heard of, but here is a comprehensive comparison of available retargeting services.
“One of the best places to retarget customers right now is Facebook. As the most popular social media channel, it’s often where online shoppers end up after interacting with your business.”
Ever been on a site, left to check Facebook and notice an ad for that same site on your timeline? How do they do that? Since Facebook is the social media giant, with over 2,010,000,000 monthly active users, it would be a shame not to utilize it as a main component in your retargeting strategy. Here are some quick tips to get the best results from retargeting via Facebook.
“Heavy ad frequency changes a buyer’s outlook from positive to creeped out. It can be intrusive, annoying, and worse yet — it may cause customers to become angry with your brand.”
Retargeting can be an incredibly useful tool in increasing conversion rates, but only if your strategy is in tip-top shape. For example, if you aren't segmenting your audience within the retargeting strategy, your efforts will be wasted by showing the wrong content to the wrong people. Here is some more information about segmentation failure and other common retargeting mistakes.
“Returning visitor transactions comprised 48% of all U.S. e-commerce sessions in the fourth quarter of 2015 and accounted for $2.7 Billion, almost double what new shoppers spent in that time period.”
Whether you aren't yet fully convinced of how retargeting is beneficial, or just would like to see some examples of implementation, you've come to the right place. This infographic gives insight into the current trends and statistics in e-commerce and describes how specific retargeting efforts can be the solution to common problems such as low open rates and abandoned carts.
“The majority of marketers we surveyed said they’re already taking their retargeting campaigns across devices. And over 83% of them plan to increase their mobile retargeting spend in 2017.”
In order to zoom out and see where retargeting efforts compare to all other aspects of marketing and its success, we have here a comprehensive report on the overall state of performance marketing for 2017. Jump to pages 8-11 to see how retargeting is being utilized and transformed on a global level, which channels are the best to utilize, and which other methods retargeting is outperforming.
Now you can only initiate retargeting and lead nurturing once you have a healthy lead flow. Start filling your marketing funnel with leads with The 30 Greatest Lead Generation Tips, Tricks, & Ideas.
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