Using Retargeting to “follow” your website visitors around the web
What if I told you that over 98 out of every 100 visitors to your website will never even think about doing business with you? What if I told you that they won’t even look at your site for more than 2 or 3 seconds before they move on to the next site, never to return to yours?
If this is true (and it is), what’s the point of spending so much time, money and effort in building a professional website? And what about all that money and time you spend getting potential clients or business partners to visit your site? Is it all wasted?
According to a recent study, the average “conversion rate” for a B2B website is 1.6%, meaning that out of 100 website visitors, only 1.6% will fill out a contact for or a lead capture form, or pick up the phone and call you.
Now of course that’s just an average, and of course you can still turn that 1.6% into a lot of business if your site gets a lot of traffic.
But… wouldn’t it be great to be able to get in front of some of those people that didn’t even give you a fair chance the first time they saw your website? Wouldn’t it be great if you could show them one more time (or ten or a hundred more times) how much value your company has to offer them?
That’s exactly what you can do with online “retargeting”.
You really did want that $399 golf club didn’t you?
Have you ever noticed that after you look at, for example, golf clubs on Amazon.com, you’re then shown Amazon ads for golf clubs everywhere you go online after that? How do Facebook, the Wall Street Journal and Forbes know that you were looking at buying golf clubs on Amazon last week?
What might have been a minute or two of impulse shopping or browsing on your part turns into a longer term opportunity for Amazon to sell you some expensive golf clubs.
And so instead of you losing interest, or just getting busy and never coming back to buy, Amazon has a chance to remind you (every day, all over the Internet) that you really liked that $399 graphite driver, and wouldn’t it be great if you could get it with a 20% discount?
Eventually, of course, you click back on Amazon’s ad and cha-ching! They get the $399 sale, a sale they wouldn’t have gotten if they hadn’t been tantalizing you by following you around the web with golf club ads for a month.
That is what you can do for your business with retargeting (or what Google calls “remarketing”).
By placing a simple piece of code on your lead capture landing pages and your entire website, you can “cookie” and do follow-up marketing to nearly every one of those 98% of visitors you initially lost.
The bottom line is that when you use retargeting, more people come back to your site, more people ring your phone, and more people fill out your lead forms. Plus, imagine the assumptions they make about your company and its ad budget when they see your ad on the Wall Street Journal’s website…
Plugging the leaks in your marketing funnel
If you get 1000 visitors to your website one week, you now know that nearly all of them (on average over 986 of them) are going to disappear into thin air. Poof! There goes your marketing budget. It’s hard for your site to help you do more business when it’s losing 98% of your visitors every single day.
But with retargeting, you can plug the leaks in your marketing funnel, and follow up with those 986 people who would otherwise be gone forever. You can show them banner ads, text ads, image ads, animated ads and more on Google, on Facebook, on Twitter, just about anywhere online – including prestigious big-name media outlets like the New York Times, CNN, Fox, The Wall St. Journal, etc.
It would normally cost thousands of dollars an hour to get your ad up site-wide somewhere like the NYTimes.com, but you can get your retargeting ad shown all over the NYTimes.com (and to exactly the right targeted audience, people who’ve already shown an interest in your business and your website) for literally pennies on the dollar compared to a normal advertising buy.
Ready to get started? We use and can recommend the following retargeting-capable ad networks: Sitescout, Adroll, Perfect Audience, Google, and Facebook.
More effective and cheaper than traditional advertising – retargeting is truly a must-do for successful online marketing.