Retargeting is a very efficient practice for engaging people who visit your website but fail to convert and ultimately turning them into paying customers. Many business owners believe that this definition rules out bringing more traffic (along with sales and profits) to their brick-and-mortar stores, which is why they often don’t consider retargeting. A stat that can change your mind on this says that 82 percent of shoppers run online research before making a purchase. Moreover, surveys have shown that although they research products and retail stores online, 46 percent of shoppers prefer to make their purchase in person and this makes all the difference. In other words, this clever marketing strategy can also be instrumental in boosting your in-store results too. However, there are some important steps to make before you can experience its benefits.
Drive traffic to your website
Naturally, having a well-designed, fully functional website is of vital importance for any online strategy, so make sure you fix any bugs and improve customer experience. It’s worth mentioning that visual appeal is one of the most important factors for establishing trustworthiness and credibility and that visitors pay even more attention to whether the website is aesthetically pleasing than to the quality of the content. One of the best ways to attract visitors to your website is by producing relevant, high-quality content on a regular basis. Companies that publish more than 16 blog posts a month get 3.5 times more traffic than those which publish less than four. Clearly, by capturing your prospects’ attention with superb content, you’ll be able to turn them into email subscribers more easily, which means you can start sending them discount codes and other promotional offers they can use in your physical store or invite them to order online and pick up their items in person. Don’t forget to follow up with your customers and send a thank you email every time they make a purchase in your physical store.
Take advantage of Facebook
Facebook custom ads are a great way of engaging your website visitors, and personal information from the previous step can help you take advantage of this tactic. When talking about retargeting, most people instantly think about dropping a pixel, the strategy reliant on cookie-based technology, thus allowing your website to drop a pixel (a small, practically invisible code) on your visitors’ browsers. This pixel follows your visitors all around the web and serves them your ads. But, with the help of Facebook retargeting ads, you can target your prospects’ Facebook accounts and for that, you need their email addresses. So, whenever someone visits your website and leaves an email address, you can retarget her by means of ads which will appear while she is scrolling through her Facebook feed. Although both these tactics are effective, Facebook retargeting ads ensure your marketing messages are served across various devices, while dropping a pixel might target someone using the same computer as the person you want to target. To make sure this strategy is carried out properly, find a retargeting agency.
Host a giveaway contest
If you want to grow your customer base by retargeting website visitors, it’s a good idea to host a giveaway contest. There are several ways to do so, and one of them is creating a pop-up window for your website to inform visitors that they can enter their personal information and participate in a giveaway contest. This is especially powerful if the prize is valuable, and you can generate a lot of leads and retarget them later on. This is a good strategy as you can later nurture these leads and turn them into customers. Another way is to promote a giveaway in your physical store so that every customer who makes a purchase enters the contest. To additionally connect your in-store and online efforts, draw a winner via Facebook live stream.
Combine FOMO and retargeting
Fear of missing out and a sense of urgency will easily boost your conversion rates, and you can combine these two strategies with retargeting to send your prospects to your brick-and-mortar store. For example, just like many retailers offer discounts for products purchased online when they want to promote their online store, you can use a reverse approach and encourage shoppers to make a purchase in your physical store by offering them incentives. Set up a timer on your website to additionally emphasize that your offer won’t be available for long. To make the most of your retargeting efforts, use the same timer in your Facebook and retargeting ads to draw the attention of your target audience and prompt them to make an action.
Despite the fact that retargeting is a strategy primarily focused on boosting conversions online, it can also be used efficiently for boosting your in-store performance.
About the writer: Emma is a digital marketer and blogger from Sydney, Australia. After getting a marketing degree, she started working with Australian startups on business and marketing development. Emma writes for many relevant, industry-related online publications and does a job of an Executive Editor at Bizzmark blog and a guest lecturer at Melbourne University. Emma’s interests include marketing, startups and latest business trends.
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