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How not Retargeting May be Hurting your Business

Guest post by: Rebecca Daneault

Article Overview: You may think you're doing everything you can to market your business online, but if you're not retargeting you may be hurting your business more than you realize.

How not Retargeting May be Hurting your Business

If you have a company that conducts business on the internet, chances are you've already invested a good deal of time and money into marketing that business and getting traffic to your site. But have you considered those visitors who have come to your site but left without buying? If you're not retargeting those lost sales, you may be hurting your business more than you realize.

Let's look at the facts. There have been plenty of studies conducted over the years that have examined the interactions between businesses and their potential customers, and how they relate from a marketing standpoint. The most compelling evidence revealed in these studies is the fact that it can take up to seven contacts with a consumer before they decide to finally buy. Additionally, statistics show that an incredible 98% of visitors who click on a link will leave without making a purchase.

So you must ask yourself, is all the effort you're putting in to drive traffic to your site sufficient? Will that one click through be enough to convince a visitor to buy from you? According to these studies, the answer is a resounding no. Not too many marketers would be satisfied with a conversion rate of 2%, however if you're not retargeting, those are the numbers you are facing.

Retargeting picks up where traditional online marketing leaves off. By placing a tiny snippet of code on your website, you can capture information about the visitors who leave your site and use that information to continually display your ads to them as they surf the web. Suddenly you will have the opportunity to get your brand in front of the people who have already shown an interest in your product, and increase the chances that when they're ready to buy, it's you they'll choose to buy from. If you're not utilizing this innovative marketing strategy, you're almost certainly missing out on countless sales.

Retargeting also allows you to customize your campaign by creating product specific ads to be displayed to your target audience. Because you are able to know exactly which pages your visitors viewed, you are now given the opportunity to offer deals and promotions to those same visitors for the very product they showed an interest in. It's a benefit that traditional display marketing just can't offer.

Retargeting can also have a positive effect on your bottom line. Because your ads are being displayed to your original audience, the chances that they will click on them increase exponentially thereby boosting your CTR (click through rate) while reducing your cost per click expenses. Your conversion rate will also improve as a result of the repeated exposure that your target audience will have to your brand.

The fact of the matter is, no matter how much time and effort you are devoting to your online marketing strategy if you're not also retargeting, your business will suffer. Marketing brings in the traffic, but retargeting goes the extra step by encouraging repeat visits and ultimately increasing your chances of converting those visitors into customers. If retargeting is not yet part of your marketing plan, you are missing out on countless lost sales and hurting your business in the process.

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Article Tags: online marketing, retargetiing, retargeting campaign



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