3 Ways to Effectively Retarget Your Website Traffic and Grow Your Business
Retargeting is a powerful strategy that allows you to reach customers even after they’ve left your website, and its consistent positive return on investment (ROI) has now transferred to the social advertising world.
Paid traffic sources like Facebook, Instagram and Google offer some great options when it comes to retargeting for online direct responses. They enable you to not just re-connect your brand with an audience, but also show them exactly what they expressed interest in purchasing.
The underlying question is whether you’re effectively remarketing or retargeting website traffic to grow your e-commerce business. Here are three ways to use the tools already at your disposal to get scalable results.
1. Retargeting on Facebook and Instagram
The reason that 98 percent of web traffic will leave your site without converting is simply that most people aren’t in a “buying” mindset when they first see your product/services. HubSpot puts the buying crowd at an average 4 percent of your visitors. Fortunately, Facebook and Instagram provide you the option to grab these potential clients’ attention again.
Effective retargeting requires meeting your customers where they’re already at. Since Facebook has nearly 2 billion users and Instagram has over 800 million, you can rest assured that many of your customers are on these platforms. The best part is that you can use the “Create Custom Audience” feature to target only individuals who have visited your website.
Even better? The fact that Facebook owns Instagram and expanded retargeting to the platform. Instagram and Facebook are where most people congregate online, so that’s a necessity for retargeting traffic from your website.
2. Remarketing Options on Google
Google seems to prefer the term “remarketing” over “retargeting,” but regardless of semantics, it accomplishes the same feat. The major difference between social platforms and Google is the reach. While Facebook and Instagram will only target users on their websites, Google can reach people across multiple devices via apps and millions of websites.
The remarketing options on Google are just as impressive as the potential reach.
- Standard Remarketing: Anyone who visits your website can be shown follow-up ads while they surf online.
- Dynamic Remarketing: This feature shows users the exact items they had viewed while on your page earlier.
- Remarketing Lists for Search: You can target people performing similar searches after they’ve viewed your website.
- Customer Lists: Google can literally target people based on the information they’ve previously provided you. This is true as long as they’re signed into Google.
- Video Remarketing: Google will show ads to individuals who have viewed your video content via YouTube.
The possibilities with Google remarketing are nearly limitless.
3. Retargeting via Email Marketing
Another huge benefit of retargeting via Facebook, Instagram or Google is the ability move into other platforms. With Google Customer Match, for instance, one of your “Remarketing List” options is “Customer Emails.” You can garner emails through Google, Facebook or Instagram retargeting, and you can then follow up later through email marketing.
Amazingly enough, you can do the exact same thing on with Instagram or Facebook via Facebook’s Custom Audiences tool. Once potential or current customers submit their email address to your website, Facebook can download this information directly and retarget them. It’s not the same as Google’s Customer Match, but it does show how easily email marketing and retargeting can be integrated.
Retargeting is so effective in the social advertising realm that there’s very little chance that it will ever fall out of favor. The trick is to know how to use it effectively or know someone who does. For more information on how retargeting can help you, contact us today!