The concept of retargeting is not something that small business owners are often told to think about. Everyone loves to focus on bringing new customers in and assumes that a good product means a faithful customer for life.
In a world where consumers are constantly targeted for every kind of product or service imaginable, it is incredibly easy for them to develop an interest in trying a new company that does what yours does instead of returning to you.
Fortunately, there are several strategies for retargeting that will help remind your customers why they chose you and are also effective at targeting new customers who are not necessarily new to the niche you serve.
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Retargeting as a concept involves drawing back existing customers as well as catching the eye of customers who have probably seen your ads or several others like it.
These ads specifically speak to individuals who already know what they are looking for. Instead of focusing on drawing people to this new business, these ads focus on speaking to them as if they already know that this person will like what you have to offer.
These ads can be run based off of search histories, the consumption of similar content to yours, people who have interacted with your ads elsewhere, people who have visited sites like yours, identifying how they got to your site, and purchase or browsing history. You can use these features to target these consumers specifically with ads that speak to their approach.
[Tweet “Retargeting as a concept involves drawing back existing customers as well as catching the eye of customers who have probably seen your ads or several others like it.”]
An example of this might be recognizing that a site visit is being redirected from Instagram and offering a special discount based on that channel. It can also be an ad that speaks to a person’s ongoing search for a product like yours, or just speaks in a more specific capacity rather than general like you might target a new consumer with.
These approaches allow you to speak directly to people who already need what you have to offer, making it a more personalized experience for them without subjecting them to the general get-to-know-this-industry content that is generally marketed for newer audiences.
Another customer-focused option would be the use of targeted campaigns for your existing email list. This allows you to offer specific products based on the customers previous purchases and allows you to offer exclusive deals that can help draw them back in.
[Tweet “Retargeting allows you to speak directly to people who already need what you have to offer, making it a more personalized experience for them…”]
Maintaining customers or pulling new customers who are already privy to your brand is a good way to keep a continuous income. If your customers only come to you once then leave forever, chances are it will hinder your sales.
Using retargeting to make sure that the right people see the right messages can make all the difference in sales. Knowing your audience and knowing your customers is crucial to building long term fans of your brand and is one of the most effective ways to help you grow your business.
Once you have figured out how to get people in the door, make sure you take the time to figure out how to keep them.
