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You spent thousands and thousands of dollars on Google AdWords, email marketing, social media advertising and running display ads throughout the web. You had a great team of designers create amazing ads and you selected a very specific audience and hit them over and over again with ads until they were probably annoyed with you. You did everything right and got tons of traffic to your site. You even saw some sales but the second you paused the campaigns all the traffic vanished.
You were prepared for some of it to go away, but why all of it? Why did your sales go away too? Your goal was to drive people to the site and then get them to keep coming back and tell their friends and family so that you did not have to continue to spend all that money on marketing. Were you wrong? Are you going to have to spend thousands of dollars a month on marketing, even in the slower months, just to get traffic?
No, the mistake you made was allowing the traffic you paid to bring to your site to leave without getting a reminder of who you are and offering them new promotions. Keep something in mind, as you look for ways to reach your audience you also need to stay in front of the existing one, whether they bought something from you or not.
Have you ever been a member of a bank, a loyal customer who always pays their bills on time, only to see them running great new deals for new customers? If Bob signs up today, he gets a lower interested rate than you have and a new toaster. How is that fair? You’ve been a loyal customer for years. Where’s your lower rates and new toaster? In business we gauge the success of our company on the new customers we have, not the old ones we keep. The same goes with marketing but it’s a big mistake made in the industry too often.
If you want to be successful, you need to capitalize on the traffic you already have coming in. That’s where retargeting makes an entrance to your marketing strategy. Retargeting is a great tool that collects the information of anyone who visits your site and keeps running ads to them as they visit other sites, go on social media, use apps on their phone or check their email.
Why Is Retargeting So Important?
Studies have shown that retargeting has the highest conversion rates in the industry compared to other marketing services. In fact, this service can boast a 3% conversion rate while others cannot even claim over 1%. That’s a big difference when you are generating thousands of visitors to your site every month.
That’s why you cannot let your current customers and traffic walk away. You need to stay on them and encourage them to come back to your site and that starts with adding this service to your strategy. It’s cost-effective and gives you a real opportunity to get your sales numbers up.