Getting customers engaged again is a goal that should be on your digital marketing to-do list. In fact, it’s fairly common for searchers to take action after they’ve already interacted to some extent with your brand. This is where the powerful conversion rate optimization (CRO) tool known as retargeting comes into play. The experts at Saba SEO, an industry-leading San Diego SEO company, explain what you need to know about this process.
Remarketing vs. Retargeting
These are two similar concepts with slightly different goals. Remarketing simply refers to contacting previous visitors to your website who didn’t take any further action. With retargeting, your goal is to bring potential customers back into your sales funnel, usually where they left off.
How Retargeting Is Done
It’s common for remarketing to be done with emails or push notifications. Retargeting, on the other hand, typically involves:
• Banner ads
• Social media ads
• Google Ads or Facebook ads that use customer email lists
Retargeting isn’t meant to be a standalone effort. And because of the way platforms like Google and Facebook give you the opportunity to tap into your email data, it’s easier than ever to provide a consistent message across multiple contact points.
Why Retargeting Works
People have a tendency to be annoyed by random ads. However, there’s research suggesting that consumers are actually more receptive to ads that interest them to some degree. This is why retargeting that’s done right can be effective and, to a large extent, not all that bothersome.
Bringing SEO & CRO Together
CRO is essentially an extension of SEO that involves putting your message in front of the right potential converting customers with carefully structured and targeted content. Funnel analysis tools, session recordings, and other tools can be used to identify visitor behaviors and hesitations. After you have these insights, you can then put together a retargeting strategy that involves:
• A/B testing your top-performing landing pages
• Simplifying forms to overcome hesitations
• Segmenting retargeting ads based on various funnel stages
You can go further with retargeting by staying in sight of potential customers with banner or social media ads and complementary remarketing efforts with emails. Retargeting can be especially cost-effective if you aim your efforts primarily at high-interest visitors.
If you’re in need of a focused retargeting campaign, turn to Saba SEO. We are one of the leading Internet marketing service companies in San Diego, and we have more than fifteen years of experience in search engine optimization. Our experts can monitor your website traffic and create a digital marketing plan to increase your engagement and conversion rates. By working with us, you can increase your business’s online visibility and develop a solid brand image. To learn about our high-quality search engine marketing services, give us a call at 858-277-1717 today.