You make a significant investment in your print marketing. Yet even with the most targeted campaign, sometimes you don’t get the return on investment you expected.
Often, it’s because you need to continue the conversation and stay in front of them until they are ready to purchase. This is one area where retargeting might be helpful. If a prospect from your direct mail campaign visits your website, you can retarget them with a video, email, or banners on various websites. If a web visitor hasn’t received direct mail, they can actually be retargeted with direct mail, if the right tracking technology is installed on the site. This allows you to further engage them and complete the sale.
Retargeting is possible if tracking pixels are installed. As people visit your website you can track their movements, even after they leave your site. Have you ever gone to a website shopping for something, only to leave and be reminded of that item every time you get on the internet? That’s retargeting. Based on the pages someone visits on your website, you can send them target messaging related to what they were viewing.
Say you are a manufacturer of lawn care equipment. You have recently dropped your Spring direct mail promotion and want to follow up with people who respond by going to your website. Buyers start flocking in, but most of them are only casual lookers. Some of them, however, are more interested. They are interested enough, in fact, to drill down deeper into your product pages to look at the detailed specs. These are the buyers you want to capture.
If buyers get to the product page of a zero turn mower, for example, but don’t make a purchase, you might retarget them with Facebook ads inviting them to hear what others are saying about the mower they are interested in. If they go further than the specs (say, they click all the way through to the customer reviews), but still don’t make a purchase, you might target them with a direct call to action instead. “Never miss a blade of grass again! Use this 20% off coupon to purchase the ZERO TURN mower everyone is talking about!”
You make a significant investment in pulling people into the sales funnel, so keep the conversation going until they are ready to make a purchase. Retargeting makes the most of your customer acquisition investment and can be a key component of any lead nurturing strategy.
