When you’re in charge of content strategy and digital marketing efforts, your goal is to generate traffic to your website, as well as to convert visitors into sales. This wouldn’t be all that hard if people in the US alone wouldn’t be bombarded with just under 30 trillion ad impressions every year — and yes, that’s 30,000,000,000,000.
Digital advertising is a fiercely competitive industry. It’s now less about the ad itself, and more about the strategies and systems you have in place to constantly improve your efforts.
When Do People Contact or Buy From You?
Though you might be focused on generating as much new traffic as possible, please note that 98% of first-time visits to your website will not generate any sales. It is repeat visitors who will actually convert to sales. In fact, about 70% of the people who click on a retargeting ad will convert to a sale — which is a major upswing.
To maximize your likelihood of generating repeat visits and sales, let’s learn how retargeting impacts the different stages of the online sales funnel.
Strengthen Your Sales Funnel With Retargeting
To better understand how digital retargeting “plugs the leaks” in your sales funnel, we’re going to use a simple, real-life example.
Tom owns a software development company with over 100 employees, most of whom work remotely from all around the world. To keep everyone on the same page, Tom decides that once every two weeks the entire company will join in on a video conference call.
The first thing he does is, of course, Google it:
At this point, Tom is raising his awareness towards what is available on the market. To get his attention at this point, you must have at least one of two things:
an epic ad campaign, and/or
Let’s say Tom is one of those guys that ignores Google ads (at least that’s what he thinks). What he does is scroll around until something catches his attention.
He decided to click on the above link and check out Zoom’s website.
On their site, he notices that Zoom is “The #1 Video Conferencing and Web Conferencing Service”. This makes him scroll down more — meaning that Zoom effectively nudged Tom from simply raising his awareness to being interested in their service.
After scrolling to the bottom of their home page, he learns that Zoom has over 180,000 clients.
Tom’s definitely impressed, but… he’s not yet ready to commit. The positive here is that, because of Zoom’s optimized landing page, Tom went from interest to consideration.
As we previously mentioned, 98% of first-time visitors are not ready to purchase, and Tom’s one of them. He leaves the site and resumes doing other things.
Enter Digital Retargeting
At one point after his visit, Tom decides to go on Facebook, much like 1.5 billion other people do. What does he notice?
Tom is reminded of his interest (the product) and automatically links it to Zoom (the brand). What happens is Zoom is now gaining preference in Tom’s mind. This results in an increased chance of Tom chosing Zoom, if/when he decides to buy.
Tom continues on with his day by checking various websites (that are a part of the Google Display Network) and gets served another ad as a result of Search Retargeting, which you learned about in our last post.
After a while, Zoom’s retargeting efforts work and Tom clicks on an ad to take their service for a spin. Tom tries it out, likes it, but isn’t yet sure if he should invest or not.
The difference here is that now Tom is now in the evaluation phase of the sales funnel, meaning that he’s just one step away from buying (or choosing another provider).
Digital retargeting allows you to create specific ads as per the lead’s position in the funnel. This is called sequential messaging and using it will further increase your chances of converting visitors to customers.
The new ads convince Tom to go for it and Zoom ends up closing a sale without ever directly speaking to Tom. Their effective digital retargeting campaign nurtured Tom for them.
To increase your revenues, be sure to incorporate retargeting into your online marketing strategy. If implemented and measured correctly, it will exponentially increase repeat traffic and conversions.