The marketing funnel is the process that guides a person from a stranger to a customer. This is one of the most important assets your entire marketing department possesses. But if you want to take the conversions you’re getting through marketing to the next level, your funnel needs to include some form of retargeting: tracking customer behavior and usage information there to push them back to your site. Retargeting is a great way to increase your marketing ROI, but it’s not as easy to do as you might think. You need to be on the right track with your customers, especially with 80% of Internet users admitting to having concerns about their privacy.
What is retargeting?
Have you ever visited a website and started seeing banners for that website following you all over the website? That is retargeting. Retargeting happens when you visit a website and they place a cookie on your computer. No matter where you go on the web, they will identify you. This means they can show you ads related to the pages you visited when you clicked on that site. Companies like Facebook, Google, and Twitter are also now offering retargeting options, allowing you to retarget people directly from their platforms.
Benefits of retargeting
Your marketing funnel can be built to increase brand awareness and increase conversions. Retargeting can help with both, purely because you have the space to create personalized and direct ads. In other words, the ads that will generate the high click-through rates and ROI you’ve been dreaming of.
Target a specific audience and deliver the correct value
Retargeting also opens up your marketing department to a host of other campaigns. Suppose a website visitor reads one of your blog posts and the topic is about creating a marketing funnel. In that case, you can follow them on the Internet and perhaps offer a free marketing channel ebook as display advertising. Then, when they choose to subscribe to the eBook, they’ll be included in another pixel on Facebook. Facebook knows these people have opted into an e-book (possibly a lead), so the next step might be to get them to attend a webinar or ask them to buy a product.
Push leads through the funnel faster
The idea behind any marketing funnel is to move people through the different stages. If you know they typically purchase after five exposures to your brand, see if you can cut that number down to two or three with the addition of retargeting. Up to 92% of customers don’t make a purchase on their first visit to your website, which is why you need to track them down and make sure they return to the funnel at the right stage. To do that, you need to retarget them with fresh content.
How to retarget in the 4 main stages of a marketing funnel
It’s time to harness the power of retargeting and start driving people back to your website, no matter what stage of the marketing funnel they’re in.
1. Awareness Stage (Cold Traffic)
People who have never heard of your brand before and have never interacted with your content before visiting your website are classified as low traffic. Essentially, they are the “newcomers” of the website visitors. It’s notoriously difficult for the marketing team to convert someone at this stage because they don’t have any connection to your brand. They are just at the awareness stage of the marketing funnel: looking for information without the intention of hitting “buy”. But that doesn’t mean you can’t nurture them through retargeting. Use your remarketing ads to direct people during this “cold” traffic period to “warm” traffic-driven content.
2. Interest Stage (Warm Traffic)
If we think of retargeting as finding a way to maintain interest in a product, retargeting ads can be implemented throughout the entire marketing funnel. The next stage of the funnel is “warm traffic” – the group of people stays in the interest stage as they continue to research what product or service can solve the problem they’re having.
Here are some retargeting ideas you can run at this stage:
Collect a list of the products they clicked on on your website and use Facebook’s product carousel ad format to show them again:
- If you have a potential customer’s email address (via a form they filled out), send them links to products related to the blog post they clicked on in the previous email.
- Offer more free content, such as e-books, that are relevant to the blog posts they’ve viewed – especially if you’re in B2B. 78% of B2B buyers admit to reading three or more pieces of relevant content before speaking to a salesperson.
Remember: Giving something of value for free is a great tactic for warm traffic retargeting, as long as it’s specific to what they appear to be looking for when they visit your site. your.
3. Reviews and Purchases (Hot Traffic)
Those who are considered “hot traffic” are coming to their final decision. They are actively looking to buy a product or service that can solve their problem. So you need to make sure you are on their mind when they make that decision. Hot leads in the evaluation and buying stages of the funnel want to overcome objections. You can find the questions your audience is asking by doing customer research. Survey your past customers and ask them their concerns before making a purchase. You can use their responses to fill in your buyer persona, along with answering common queries with remarketing ads. Remember that when you’re retargeting people in this stage of your marketing funnel, urgency is key. Give them a reason to buy your product or service now (and not later) by using price-sensitive offers, deals, and promotions.
You’ve nurtured your customers throughout each stage of your marketing funnel, and they’ve made their way into your customer list. However, your retargeting work isn’t over yet. You can use your buyer list, which includes all the people who have purchased from your brand, to retarget them again and hit them with higher ticket offers to encourage purchases. repeat row. Let’s say a buyer bought something from you for $500. Maybe the next bull run is $5,000. And then maybe $50,000. By retargeting them through Facebook and Google ads, you can take them further and deeper through your channel. Show them products they’ve purchased in the past or new items that might support the product they just purchased. For example, if your customer recently purchased a new laptop, why not run retargeting campaigns that show a wireless mouse or power bank?
As with all aspects of digital marketing, always remember that because your audience is already somewhat aware of you, what worked before won’t work next time. You’ll need to continually split-test or A/B-test to see what resonates with your customers as they go through the marketing funnel. The more you know your audience, the more you can retarget them as they work their way through the marketing funnel.