You make a significant investment in your print marketing. You get new brochures, you design new posters and you create new and colorful business cards to represent your company and advertise why you’re the best in the business.
Once you invest in all of this, you start your marketing campaign, trying to attract new customers and make your retention funnel stay happy with working with you. Yet even with the most targeted, well-conceived campaign, sometimes you don’t get the sale. Why?
Often, it’s because many conversations need to be kept going before they bear fruit. Only 2 percent of web traffic converts into a sales relationship the first time. Which is where retargeting comes in.
Retargeting is a form of ad marketing that keeps track of when people visit your site. Once they do so, and then they leave, joining the 98 percent of people who don’t convert, their contact with you keeps going. Ads for your business are then shown to them as they continue to search the web.
Retargeting can be used across multiple platforms as well, including social media sites like Instagram and Facebook. On Instagram, the ad shows up directly in the users feed. This allows you to further engage them and complete the sale.
Retargeting is possible because once people visit your website, you can track their movements, even after they leave your site. Based on the pages they visit, your target audience will be shown relevant digital ads on social media sites like Facebook.
You’re probably wondering why all of this is so effective. It all comes down to one thing: brand recognition. People respond to and buy from companies they know and trust. That’s why name brand things get more sales than generic items do because their name and brand is recognizable.
With a retargeting campaign, users are able to see your company name and brand or logo over and over again. It will stick in their heads and remind them of you on a more consistent basis, and possibly bring them back to your website either the same day they left it or weeks or months down the road.
Take this scenario as an example:
- 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 detailed specs on 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 investment in print marketing and can be a key component of any lead nurturing strategy.
If you need help retargeting with your print budget, contact us today on the website. With years of experience here at PMI, we know exactly how to craft the most powerful retargeting campaign to help your sales numbers soar.