Why It Is Important to Retarget Your Audience

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Do you know you can retarget your audience, No? In this post, we will share everything related to retargeting.

The path that guides your prospects to become your customers — also known as the marketing funnel — is one of your marketing department’s most important assets. 

If you want to take your conversions to the next level, you need to include some form of retargeting in your funnel. It’s all about keeping track of your customers and using your data on their behavior to nudge them back towards your website.

That said, although retargeting can supercharge your ROI, it can be tricky to implement correctly. You’ll likely need some guidance to get everything just right, especially if you don’t have much experience with retargeting.

We’ve talked to experts from leading marketing agencies and the best advertising agencies about the benefits of retargeting and how best to implement it. We’ll talk about what we discovered below, so stay tuned!

What Is Retargeting?

Let us know what is, and later we will retarget your audience. You’ve probably had the experience of visiting a website only to have its ads and banners stalk you around the web for the following few days. That’s retargeting (remarketing) in action.

The way it works is pretty simple in theory — most websites leave little bits of data on your computer when you visit them. These are cookies. Wherever you go on the web, these cookies are used to identify your device, which means they can show you ads related to the sites and pages you visited in the past.

Retargeting used to be available only through specialized platforms like AdRoll, but nowadays, large social media platforms like Instagram, Twitter, and Facebook have retargeting options. Obviously, so does Google.

But do you know what is not a benefit of Google Analytics remarketing?

Retargeting and Privacy Laws

After reading the previous section, you might be thinking: “Following people around the web with ads? That sounds a bit shady. Are you sure this is legal?”

If you have been asking yourself this, first of all, congratulations; you’re a responsible person. However, there’s nothing to worry about, as long as your website explains how you use cookies and collect other visitor data in its privacy policy.

Retarget your audience – Why it is Important?

Benefits of Retargeting

Your marketing funnel is built to increase conversions by driving brand awareness. Retargeting can help you do both because it enables you to create unique, personalized, and direct ads. These are the types of ads that produce the highest ROI and click-through rates.

Although the standard funnel can produce excellent results, it is impersonal. Unfortunately, one-size-fits-all messaging can only get you so far, which is why retargeting is such a powerful tool in your battle against the competition.

Let’s imagine for a second that you’re running a marketing agency, and a potential customer clicks a link on your PPC ads page. They are automatically placed on your PPC retargeting list, which means they’ll start seeing ads all over the web containing PPC-related content. This is the benefit of retargeting your audience.

In the past, marketers had to build marketing strategies themselves based on market research and audience analytics. Nowadays, thanks to the power of retargeting, we can keep the brand top-of-mind without needing our leads’ emails or phone numbers.

A digital marketing company such as warrendigital.com.au knows every benefit of Google ads and retargeting. You can consult with them.

Delivering Personalized Value to a Specific Audience

Retargeting also enables your marketing department to tackle a variety of different challenges.

Often, things are not as simple as following a potential client around with an ad after they hit a product page. This is what most eCommerce sites tend to do, but if you’re trying to remarket people who are already lingering within the funnel, it is not the most optimized approach.

Let’s go back to our digital marketing company example. If a visitor reads one of your blog posts on how to create a marketing funnel, you can keep following them around the web, perhaps offering a free e-book on marketing funnels in the form of a banner ad.

To download the book, they are required to provide their email address or log in through Facebook. Once they’ve done the latter, Facebook knows that they’ve opted in for an e-book on marketing funnels, so the next step might be to present them with a webinar or a paid course on building marketing funnels.

The whole process nudges the lead in the right direction on their way through the funnel.

Increase Your Funnel’s Speed Limit

The main idea behind any marketing funnel is to push prospects through the stages. With the addition of retargeting, we can make this process faster, so instead of customers taking five or six touches with your brand before their first purchase, maybe we can bring the number down to three or four touches.

According to an Episerver report, 92% of customers don’t make a purchase the first time they visit a website. This further accentuates the need to follow them around with offers, ensuring they come back to the funnel at the right stage. You’ll need to retarget them with new content if you want to do this successfully.

If someone visits your homepage and leaves without purchasing anything, you probably shouldn’t retarget them using your homepage again. They obviously didn’t particularly enjoy the content there, so try to push them in a different direction, such as a product page or even a contact form.

Work on Your Relationship

If you think about it, retargeting is not entirely unlike dating. If you run up to a random person in the street and ask them to marry you, they’ll probably walk away without saying a thing because it’s not a good idea to start conversations with crazy people.

However, if you told that same person that you thought they were cute and would like to take them out for a cup of coffee, under the right circumstances, they might be interested. If the coffee date goes well, you may even end up seeing each other regularly, moving in together, and eventually getting married.

Just like with dating, the key to remarketing is working on your relationship and building it up step by step.

Let’s say someone comes to your website and decides against making a purchase. You keep remarketing to them, and suddenly they feel like they’re seeing your name everywhere. They feel like they know you, so you’re in with a much better chance than a company they consider a complete stranger.

The rule of seven states that prospects need to see your message at least seven times before buying something. But, just as you wouldn’t want to push your lead into conversion after one visit, you should be wary of how many ads you’re using to retarget them. If they keep seeing you on every website they visit for weeks, they’ll likely be put off by your unrelenting advances.

The goal of remarketing is to earn the trust of your visitors and potential customers and make them comfortable with you. Once you’re in that position, you’ll try to gently nudge them back to your website and educate them about your products and niche further through email newsletters, training materials, webinars, blog posts, etc. 

Finally, when the time is right, you’ll ask them to make a purchase, and if they trust you, they’re much more likely to say “yes.”

Can Remarketing Be a Bad Idea?

Remember, it is possible to have too much of a good thing. If your company isn’t resonating with a particular demographic, you should stop remarketing to this section of the audience because your money would likely be better spent elsewhere.

It’s simple. If a particular group of people isn’t likely to bring you profits, there’s no point in spending your time and money retargeting them.

This is especially true if you’re running a location-based business, such as a brick-and-mortar store or a coffee shop. There isn’t much of a point in retargeting people who live halfway across the country, is there? The only thing that achieves this is getting many people on your site who will never buy anything from you or spend any time in your coffee shop. So, over-targeting is something to be aware of.

The point of retargeting is to stay in the minds of your target customers, not to stay in the minds of every living person.

Final Thoughts

Remarketing is a commitment, just like any other digital marketing channel. It is also a slow burn. You probably won’t see any ROI for the first few months, and even when you do, you’ll still have to keep testing and tweaking your ads and messages.

What worked once probably won’t work the next time, as the audience will build an awareness of your approach and be put off by any cheap marketing tricks. You’ll have to keep A/B testing and checking what resonates with the prospects as they make their way down the marketing funnel.

The better you know your audience, the easier it is to retarget them. If you manage to pull off a top-level remarketing campaign, your customers will feel as if you’ve read their minds and offered them exactly what they wanted at the exact right time.

Hope to retarget your audience post is something you were looking for and now you will have your all answers. Still, if you have queries, feel free to reach out.

I am a young digital marketer and a blog analyst, Author from Uttarakhand, India. I have been into blogging since 2013 and helping businesses with their SEO requirements. I have 12 years of experience; during the journey, I have worked on many websites and made good friends. I research and share my knowledge with everyone to help them succeed as solopreneurs, businessmen, and entrepreneurs. You can also find me on LinkedIn and see my entire journey.