In the digital world, there are a lot of challenges that businesses can face. One of them is having a great website. In fact, having a website that is functional, clear, concise, and easy to navigate is one of the most critical factors to being successful in the modern age. With that being said, a staggering amount of people who visit a website for the first time will not make any kind of investment.
If you stop and think about it, this is probably true even for you! You hear about a brand or a product, you look it up on Google and peruse the website for the first time, and then leave. Even if this part of the process is incredibly easy, satisfying, and good, chances are you exit out of the tab and you never go back to that website again.
That’s where retarget marketing comes into the picture. Retarget marketing is a term used in marketing to describe the method by which businesses get first-time visitors to come back and become customers. Since most customers who visit a website for the first time don’t make an investment, retargeting marketing is considered to be one of the most vital and important marketing tools. This is especially important for new or smaller businesses that may not yet find their market-product fit.
If you are a small business owner wanting to find out how you can get first-time visitors to come back and become loyal customers, retarget marketing is something that you need to learn about.
How Does Retargeting Work?
As has already been explained, retarget marketing is a vital part of a business’s success. Some estimates say that nearly 95% of first-time visitors to a website simply won’t come back. That’s a significant number and a strong indicator of why retargeting marketing is so important for a business.
The important thing to remember, is that even though a significant amount of customers may visit your site for the first time and never come back, it doesn’t have to be that way. Retargeting is a valid form of marketing that has been proven to work repeatedly. If a business doesn’t focus on retargeting marketing, there’s a chance that they may never see the success that they want.
Ad Retarget Marketing
When it comes to running a retarget marketing campaign, there are a couple of popular methods that can be used. The first is going to be a suite of specifically engineered retargeting tools that actively reintroduce your website to past visitors. These are ad retargeting tools that are specifically designed to target visitors to your website with specific ads.
This looks like a person logging onto a website, not making a purchase, but later seeing advertisements for that website. This kind of software is able to show the potential customer a targeted ad specific to what they showed interest in while on the website. This kind of marketing is usually made possible through cookies or some kind of pixel that captures and tracks unique client information.
This kind of retargeting can be powerful because it naturally places a brand back in front of a potential customer. Usually, these tools, or platforms, have the ability to recognize a unique profile visiting a website, and then place strategic ads either in their web browsing or social media experience.
Can Email be Used for Retarget Marketing?
Another way that businesses can practice retarget marketing is through strategic email marketing. In fact, working with an ecommerce email marketing agency can open the doors for your brand to powerfully secure customers who may have frequented your website. Not only can email marketing services offer to retarget software that tracks users who haven’t created a profile but retargeting through email can be used to confirm customers.
If a potential customer ever creates a profile, but maybe doesn’t follow through on a purchase, or simply doesn’t visit the website again, email retarget marketing can be very valuable. For example, sending automated emails to customers who leave their shopping cart before completing a purchase. This can reintroduce your brand back to a potential customer in a meaningful way.
Another form of retarget marketing is to focus on turning one-time customers into loyal, consistent customers. This could look like automated emails that alert to flash sales, or even emails that check in on customers that haven’t been active in their profiles. This is where crafting unique emails that show a level of detail regarding the potential loyal customer can be powerful. For example, remind one-time customers of a past purchase and then inform that customer of a similar product or even related update.
While the statistics say that a large number of first-time visitors to your website may never return, there are ways of turning that around. Working with professionals such as an eCommerce email marketing agency can help change the narrative for your business no matter its size.