Online Marketing KEY - Retargeting

What is “Retargeting” or “Remarketing?”

It’s very simply knowing when someone has viewed your material and then continuing to advertise to them with an attempt to get them to take whatever their next step should be in your sales process.????

Think about it very simply, with an example:

A couple of years ago I was in the market for a professional video camera.????I looked first at B&H Video for cameras, then I believe 42nd?Street Video, and then Amazon.???I didn’t get around to buying that particular camera (a JVC 4 K professional camera) but, suddenly everywhere I went on Google or any of their affiliated sites or, Facebook or any of their affiliated sites I saw ads for that camera and comparables from each of the stores that I had visited.??

It was no coincidence.??

Each of the three clearly had a unique code on those sales pages that said, interested prospect shopping professional video cameras and, likely a price range, capability range or some other designator.???It’s important to note that it would have done them no service when looking at $5,000 to $7,500 cameras to now show me a bunch of “entry level consumer” cameras.???And, at the other end of the spectrum to show me very high end cameras appropriate for a commercial television studio.??So they each should have been, and were very targeted.

With Google they provide an HTML code that goes on your website, landing page, etc that allows you to show ads to individuals who landed on your page and didn’t complete the form.???Or, to show ads to people who completed your opt-in form or haven’t yet made an appointment.???Facebook calls that code a “Pixel” with the same opportunity to “advertise to a custom audience of people who have visited your website.”????I even use a company that will retarget a percentage of visitors by direct mail (they match visitors IP address with their database and mail to those who they can match.).???So they visit my site (https://www.AdvisorWealthMastery.com) and, then get retargeted via mail (a postcard,) as well as on Google, Facebook, LinkedIn and others.

Think about the reality of online and social media advertising.???

The individual may be sitting in their Dentists office waiting for their appointment, getting their hair cut, even sitting at traffic light waiting for it to change.???Many who express an interest fail to complete your opt-in form for any number of reasons that have nothing to do with the relevance to them or, their potential interest.??For a retail site “abandoned shopping carts” almost always out number completed sales.???Recent numbers across all industries show the average cart abandonement rate to be 69.57% and, for mobile users (who are much more likely to be distracted or, run out of time) the abandonment rate is 85.65%.

If you are targeting your advertising more or less correctly the visitors to your site are usually good prospects therefore you should actively (and aggressively) retarget them in all ways possible until they move forward with you.

Follow-up, Follow-up, Follow-up