Retargeting; Remarketing

 Your website equals your internet storefront.
 
Companies spend thousands of dollars creating dynamic, engaging websites, but only 2% of website traffic “converts” on their first visit. Only 2% do what you want them to do.
 
Just because someone found your website doesn’t mean they’ll do what you want them to do whether it’s buy a product, book an appointment, subscribe to a newsletter , join a group, download a paper, make a donation, and the list goes on.
 
This is where “retargeting” can keep your company’s name in front of your website visitors simply by tracking their future activity.
 
According to Retargeter.com, “Retargeting is a cookie-based technology that uses a simple Javascript code to anonymously ‘follow’ your audience all over the Web.”        
 
In a nutshell, when new visitors come to your site, a cookie is placed on the visitor’s computer browser. Once the visitor leaves your site, the cookie lets you place your ads in front of that visitor by serving your ads to them in a retargeting campaign as they continue their daily browsing activity.
 
Some of your website visitors might not even be aware you can track and target them. They might think it’s a coincidence that products they viewed on your site appear on their social media, email, and search results. But most internet savvy users understand impersonal data collection is part of the online game. We all leave a digital footprint; be aware of what your history says about you.    
 
As you try to reach people who visited your site with the hope of bringing them back, here are three quick retargeting tips from Retargeter.com’s article, The 7 Deadly Sins of Retargeting:
 

• "Set a frequency cap to limit the number of impression each of your users is served.

 

• If there’s anything that annoys people more than seeing 50 display ads per day from one company, it’s seeing the same ads after they’ve made a purchase or completed the desired action. Instead, offer a future discount for a referral, or upsell free users of a freemium product.

 

•  If you aren’t using Google Analytics, set up a free account and begin tracking site visits and visitor loyalty."

 
If you are targeting Facebook specifically, don’t miss this retargeting tell-all by Margot da Cunha, The Ridiculously Awesome Guide to Facebook Remarketing at WordStream.com. She includes a hardcore, nitty gritty “how to do it” list along with best practices.
 
Retargeting and remarketing are the newest buzzwords in content marketing and digital marketing for a reason. It allows marketers to continue the online conversation by reaching out to customers where they are online. 

​#loquaciouslindee

---