Retargeting, also known as remarketing, is a powerful digital marketing strategy that enables businesses to stay connected with their audience, even after they leave their website. It is a form of online advertising that reintroduces your brand to users who have previously interacted with your website or mobile app. This article provides a comprehensive glossary on retargeting and its role in lead capture.
Retargeting is an essential part of lead capture, which is the process of attracting and converting prospects into someone who has shown interest in your company’s product or service. Lead capture is a crucial aspect of the sales funnel, and retargeting plays a significant role in this process. This glossary will delve deep into the intricacies of retargeting and how it aids in lead capture.
Retargeting is a digital marketing strategy that involves tracking users who have visited your website and then serving them with targeted ads as they browse other sites on the internet. It is a way of re-engaging users who have shown interest in your products or services but did not make a purchase or take the desired action during their initial visit.
Retargeting works by placing a small piece of code, often referred to as a pixel, on your website. This pixel is unnoticeable to your site visitors and does not affect your site’s performance. Every time a new visitor comes to your site, the pixel drops an anonymous browser cookie. Later, when your cookied visitors browse the web, the cookie lets your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.
Types of Retargeting
There are two main types of retargeting: pixel-based retargeting and list-based retargeting. Pixel-based retargeting is the most common type and works by using cookies to track website visitors. When a user visits your site, the pixel drops a cookie in the user’s browser. The cookie then informs a retargeting platform to serve specific ads based on the pages that the user visited on your website.
List-based retargeting, on the other hand, works by using lists of email addresses that your company has collected. You can upload this list of email addresses to a retargeting platform, which will then serve specific ads to the users associated with these email addresses when they browse the web. This type of retargeting is particularly useful for targeting known customers or leads.
Benefits of Retargeting
Retargeting offers several benefits to businesses. One of the primary benefits is that it allows companies to stay top-of-mind with their audience. Since retargeting focuses on people who have already shown interest in your products or services, the chances of conversion are significantly higher.
Another benefit of retargeting is that it increases brand exposure. The more often people see your brand, the more likely they are to recognize it and consider it in their purchasing decisions. Retargeting also allows for highly targeted advertising, as you can serve ads based on the specific pages that users visited on your website.
Lead Capture and Its Importance
Lead capture is the process of attracting and converting prospects into leads, i.e., individuals or organizations interested in your product or service. It involves gathering contact information, such as names and email addresses, from potential customers for the purpose of nurturing them through the sales funnel.
Lead capture is crucial for businesses as it allows them to build a database of potential customers who have shown interest in their offerings. This database is a valuable resource that businesses can use to nurture leads and convert them into customers. Without effective lead capture strategies, businesses may struggle to find and convert potential customers.
Methods of Lead Capture
There are several methods that businesses can use to capture leads. These include content marketing, email marketing, social media marketing, and search engine optimization (SEO). Content marketing involves creating and sharing valuable content to attract and engage a target audience. This content can take many forms, including blog posts, videos, infographics, and more.
Email marketing is another effective lead capture method. It involves sending emails to a list of potential customers to nurture them and guide them through the sales funnel. Social media marketing involves using social media platforms to reach and engage with a target audience, while SEO involves optimizing a website to rank higher in search engine results, thereby attracting more visitors and potential leads.
Lead Capture Tools
There are numerous tools available that can help businesses with their lead capture efforts. These include customer relationship management (CRM) systems, email marketing software, landing page builders, and more. CRM systems help businesses manage their interactions with current and potential customers, while email marketing software allows businesses to send targeted emails to their leads.
Landing page builders enable businesses to create effective landing pages that can capture leads, and SEO tools can help businesses optimize their websites for search engines. These tools, when used effectively, can significantly enhance a business’s lead capture efforts.
Retargeting in Lead Capture
Retargeting plays a significant role in lead capture. It allows businesses to re-engage with users who have shown interest in their products or services but did not convert into leads during their initial visit. By serving targeted ads to these users as they browse other sites on the web, businesses can remind them of their interest and encourage them to return to their site and complete the desired action.
Retargeting can also aid in lead nurturing, which is the process of developing relationships with buyers at every stage of the sales funnel. By serving targeted ads that are relevant to the stage of the funnel that the lead is in, businesses can effectively guide leads through the funnel and towards conversion.
Retargeting Strategies for Lead Capture
There are several strategies that businesses can use to leverage retargeting for lead capture. One strategy is to segment your audience based on their behavior on your website. For example, you could serve different ads to users who visited your pricing page versus those who only visited your blog. This allows for more personalized and relevant advertising, which can increase the chances of conversion.
Another retargeting strategy for lead capture is to use time-sensitive offers. By offering a limited-time discount or bonus to users who have visited your site but did not convert, you can create a sense of urgency that encourages them to take action. It’s also important to continually test and optimize your retargeting ads to ensure that they are effectively capturing leads.
Retargeting Platforms for Lead Capture
There are several platforms available that can help businesses with their retargeting efforts. These include Google Ads, Facebook Ads, and AdRoll. Google Ads allows businesses to serve retargeting ads on the Google Display Network, which reaches over 90% of internet users worldwide.
Facebook Ads allows businesses to serve retargeting ads on Facebook, Instagram, and the Audience Network. AdRoll is a retargeting platform that integrates with many other platforms, including Google and Facebook, and offers additional features such as cross-device targeting and dynamic creative.
Retargeting is a powerful tool that can significantly enhance a business’s lead capture efforts. By serving targeted ads to users who have shown interest in your products or services, you can stay top-of-mind with your audience, increase brand exposure, and ultimately drive more conversions.
Lead capture is a crucial aspect of the sales funnel, and retargeting plays a significant role in this process. With the right strategies and tools, businesses can leverage retargeting to effectively capture and nurture leads, guiding them through the sales funnel and towards conversion.
Frequently Asked Questions
What is Retargeting?
Retargeting is a digital marketing strategy aimed at reaching individuals who have previously interacted with your website or mobile app but did not make a purchase or complete a desired action. By displaying targeted ads to these users as they browse other sites on the internet or social media platforms, retargeting helps to remind them of your products or services, encouraging them to return and convert.
Why is Retargeting important?
Retargeting is important because it:
- Increases Conversion Rates: By focusing on users who have already shown interest in your brand, retargeting can significantly increase the likelihood of conversion.
- Boosts Brand Recall: Continuous exposure to your brand keeps it top-of-mind for potential customers, enhancing brand recognition.
- Improves ROI: Targeting users who are already familiar with your brand often results in higher ROI compared to targeting new users.
- Customizes User Experience: Retargeting can be personalized based on the user’s previous interactions, offering relevant ads that match their interests and behaviors.
How does Retargeting work?
Retargeting works by placing a small piece of code (often referred to as a pixel) on your website. When visitors come to your site, the pixel drops an anonymous browser cookie. As these visitors browse the web, the cookie informs retargeting platforms to serve specific ads based on the pages and products that the user has engaged with on your site, aiming to bring them back to complete a purchase or action.
What are the benefits of Retargeting?
The benefits of retargeting include:
- Targeted Advertising: Ads are shown to individuals who have already expressed an interest in your products or services, making them more relevant and personalized.
- Cost-Effectiveness: Since you’re targeting users who are more likely to convert, retargeting can be more cost-effective compared to other advertising strategies.
- Versatility: Retargeting campaigns can be customized for different objectives, such as increasing sales, generating leads, or promoting brand awareness.
- Measurable Performance: It’s easy to track the effectiveness of retargeting campaigns through metrics like click-through rate (CTR) and conversion rate, allowing for optimizations based on performance.
What are best practices for Retargeting?
Best practices for retargeting include:
- Segmentation: Tailor your retargeting campaigns by segmenting your audience based on their behavior or interaction level with your site to increase relevance.
- Frequency Capping: Limit the number of times your ads are shown to the same user to avoid ad fatigue and potential negative brand perception.
- Creative Variation: Use different ad creatives and messages to keep the content fresh and engaging for users who are retargeted.
- A/B Testing: Regularly test different elements of your retargeting campaigns, including ad creatives, call-to-action (CTA) buttons, and landing pages, to optimize performance.
- Privacy Consideration: Ensure compliance with data protection and privacy laws by providing clear information on how data is collected and used, along with options for users to opt-out.
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