Effective Retargeting Strategies To Recapture Leads
Effective Retargeting Strategies To Recapture Leads

Effective Retargeting Strategies To Recapture Leads

Digital Marketing

Sheri Cosgrove

Apr 17


Retargeting, often referred to as remarketing, is a powerful strategy for re-engaging potential customers who’ve previously shown interest in your brand. By targeting these individuals, you can encourage them to revisit your site and complete their purchase or desired action. Since these customers have already demonstrated interest, retargeting is a gentle yet effective reminder, giving them the extra push they might need. Keep reading to discover how you can make the most of retargeting to capture valuable leads and boost results.

Segment Your Audience Effectively for Retargeting Campaigns


When you retarget a customer, they’ve likely been to one of your social platforms or websites. We like customers who already know us because their conversion rate is often higher than that of someone visiting the business site for the first time.

To start, it’s best to capture some data points and ask questions about who your audience is so you can put them into smaller groups:

-How did they interact with you the first time?
-What were they looking for?
-How deeply did they interact with the site or platform?
-What needs do they bring to this possible conversion?
-Why did they stop the first time?

The key here is to never retarget your audience with the same, generic messaging. Without breaking them into more specific groups based on needs, demographics, and behaviors, you’re unlikely to convince them back.

Make Stronger Retargeting Ads With the Right Strategies


To clarify, it’s incredibly common for the bulk of potential customers to visit your site for the first time without buying anything (about 97%, actually). Even so, here are a few things to keep in mind when you’re recapturing attention.

Bring someone back based on where they ended in the sales funnel. You need the right research to figure out what barrier popped up to make the customer change their mind, or you can’t create the ad content to bring them back. Was it a customer pain point? A matter of inconvenience or miscommunication? Maybe there were too many steps in the process to get to conversion, or the content wasn’t right to begin with. It also helps to know if a certain demographic stopped at a certain step. Whatever you find, you need the data to drive the right content for a new ad.

Understand the difference between list-based retargeting and pixel-based retargeting. These methodologies, according to Hubspot, drive the science behind retargeting ads. A pixel-based approach will reconnect you with a former visitor based on cookies. A list-based approach starts once you have the right customer data, such as an email address, to create a more personalized experience.

Gather insights from research. Understanding your customers is the key to smarter marketing. Market research helps you dig deep into what drives consumer behavior, their preferences, and what keeps them loyal to a brand. It also gives you a competitive edge by revealing insights about your audience, your competitors, and even internal operations. These insights will strengthen your strategy and highlight what customers are responding to today.

Where To Place Your Retargeting Efforts


You have to know where you’re starting from if you’re going to find out where you lost the customer. That includes looking at your analytics, analyzing your social media likes and messages, and not overlooking small platforms like Pinterest or even the more traditional route of email.

Google Analytics
Google Analytics can show you details about your traffic sources and know which ad they clicked on to get to your site. So, if someone clicked on your Instagram ad, then you know the ad content and placement itself was working as is. Search through the data to find enough patterns to track when and how the interests stopped. It’s there you’ll find room to pivot the strategy and close the gap.

Social media
Each platform delivers different results, but the overall reach can be incredible for retargeting if done correctly. For example, in this Business Insider article, the clothing brand owners at Grey Bandit said their retargeting strategy improved when they started to change how they gathered leads. At one point, they started to retarget customers who had liked their social posts or had sent them a direct message in the past. In fact, this worked better than just targeting people who had previously been on the site. Social media puts you just a click away from connecting directly with potential customers.

The Right Data Will Tell the Story


Any marketer knows that the process of analyzing data never truly ends. However, when it comes time to wrap up a retargeting campaign, there are a few key metrics you can’t afford to overlook.

-Number of website visits
-Page views
-How much you spent on retargeting ads
-Number of clicks
-How many emails were opened
-Social media interaction growth (likes, followers, etc.)
-Which retargeting ads generated more traffic
-Conversions

Once you’ve analyzed the data, you can generate patterns and see where the strategy succeeded or may have fallen short. Meet your audience where they are, and use the data to make changes.

Retargeting is an effective way to reconnect with potential customers who’ve already expressed interest in your brand. By strategically engaging with them at the right moment, you can encourage them to take the next step and build a relationship with your business. Once you’ve segmented your audience and delivered fresh, targeted content, tracking conversions will reveal just how impactful your retargeting efforts are.

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