So, what is Retargeting?
When we talk about your business KPIs and social strategy, social conversions and website traffic, you’ll often hear the word ‘Retargeting’ thrown around: Retargeting is a paid advertising strategy that involves putting your ads in front of people who have visited your website, after they have clicked away and visited other websites – Social Media Today
Here’s a little anecdote that explains how retargeting affects consumers: Recently I was looking at recipes and products from NutriBullet online, and I sent the link to my partner. Days later, my partner mentioned that they kept seeing ads for the Nutri Bullet everywhere online. And they seem to be popping up wherever I visit online, too.
So how does it work?
There’s a secret weapon, or a pixel, that is pasted into the HTML of your website, and this allows marketers to target and advertise to consumers who have visited your site before but are playing hard to get: They will see your retargeting ads when they visit other websites, apps or emails.
Before everyone kicks up a fuss about George Orwell’s 1984/Big Brother is watching, here is why it’s brilliant: 89% of users have either a positive or neutral reaction to retargeting. So if potential customers visit your site without converting (and 98% of website visitors don’t convert on their first visit) retargeting is the key to getting them back.
So, how can we do it for my business?
We can look at retargeting for your site, with remarketing campaigns across social media advertising, banners, sidebar ads and more. Instead of simple boosted posts on Facebook, you can look at targeting users who have actually visited your site. Once your pixel is installed, you will have a database of visitors and your Social Media Servants will be able to run a retargeting campaign using a custom audience on Facebook.