Retargeting is a powerful way to:
- Convert your leads to buyers
- Generate repeat sales
- Reactivate old customers
Retargeting is a strategy that allows you to use digital ads that “follow” your leads, prospects, and consumers who have expressed interest in your business by repeatedly engaging with your content across the internet, reminding them of your value.
Retargeting can be used on:
- OTT/CTV
- Amazon
- YouTube
- Texting
- Emailing
- Direct Mail (yes, read on)
The truth is that over 95% or more of your landing page visitors will leave without generating a lead or making a purchase.
Even if they start the buying process – 69% – will abandon their shopping cart before they purchase.
Retargeting ads help you return prospects to your landing page or shopping cart and convert them to paying customers.
You can also use retargeting to turn your one-time buyers into loyal clients and unlock up-sell or cross-sell opportunities.
Here are 15 retargeting strategies to use in your ads that will supercharge sales:
#1: Show a picture of the product your prospect searched for to remind them you have what they need.
You can retarget your prospects with a picture of what they searched for. For example, if your prospect searched for “hearing aids,” show a pair of your hearing aids to remind them that they need this product – and yours are readily available to buy.
#2: Remind them to download their free special report for value-added incentives.
For many of my clients, I create one or more “special reports” that act as a powerful incentive for prospects. This is a great tool for lead generation because by capturing their email, you can continue to provide valuable content and send them future offers, which builds brand affinity. These are creative forms of retargeting.
#3: Use a testimonial to prove you’re credible and trustworthy.
Show a testimonial of a satisfied customer in your retargeting ad. Testimonials prove that your product or service is credible and can be trusted. Prospects and leads are likely to trust someone else about the quality of your product.
A testimonial can be shown as a video, on a special landing page, or your sales page.
#4: Display a video update to create intrigue.
Your landing page should have a video that explains your offer. Create new curiosity and excitement by telling leads that you have a “video update” to take them back to your landing page to watch your new video “update.”
Video Ads are also powerful for retargeting, as they continue the narrative for the customer, giving a more in-depth experience with the brand or product. Social platforms have shifted to video content, and YouTube is a highly engaged platform.
#5: Use overlay text on your images to convey the message.
Whether it be your UVP (unique value proposition), a specific sale/offer, or an important update, making the point loud and clear on an image makes your content stand out. Also, people don’t have to dig to determine what you are saying. You are bringing it to the surface and ensuring they don’t miss out. Otherwise, how would they know what’s on the other side is worth their time? The idea is to get them to click.
#6: Say “thank you” to start a dialogue and create a relationship.
“Thank you” creates an immediate dialogue with your leads and reminds them that they have acted on your landing page. Thank them for their visit, and then remind them what they forgot to do (download a free report, buy a product, etc.). A business is nothing without its customers; nowadays, everyone seeks community.
#7: Ask a question to bring “shopping cart abandoners” back to your page.
Typically, I don’t recommend asking a question in a headline. But when a potential customer has placed something in your shopping cart and then forgotten to buy it, they may need a reminder: For example, “Did you forget something?”
#8: Tell old customers you miss them to bring them back to your page.
Retarget one-time buyers with ads that say, “We miss you!” This is a powerful way to remind them of your product or service and create a relationship and trust that can turn them into loyal customers. You can even offer them a small incentive to come back, like a coupon code.
#9: “Ready for a refill?” reminds customers to repurchase products they love.
If you sell a product that will be purchased repeatedly—such as a food or cosmetic product—send a retargeting ad to customers when you think they will have finished the product. For example, if a tube of skin cream lasts a couple of months, send a retargeting ad to a customer towards the end of that cycle that says something like “Ready for more?” or “Ready for a refill?”
You can also seize the opportunity to encourage them that a subscription would be the easiest way to relieve the hassle of remembering when their order needs to be renewed.
#10: “Renew your subscription” turns one-time buyers into continuity buyers.
If you have a subscription service, remind customers to renew their subscriptions with retargeting ads. Or retarget customers that have canceled their subscriptions.
#11: Ask for a review or testimonial to strengthen your offer.
Retargeting can also get more customer reviews and testimonials while creating a more powerful relationship with your customers. Soon after a product or service purchase, retarget recent buyers with ads that ask for a review and star rating. For example, “Tell us what you think!” with the specific product or service name.
You don’t get what you don’t ask for. Reviews are not natural for customers, so it’s important to communicate the desired action. Reviews increase organic search traffic; customers trust reviews more than Ads and conversion rates. Finally, reviews on higher-priced products can increase their conversion rate by 380%. Cheaper items with product reviews saw a 190% increase in conversion rates.
#12: Suggest related products to upsell.
Suggest related items or a larger package to customers to upsell your product or service based on past purchases. Retarget customers with an image of a new, enticing product or service your customer might like.
Retargeting is a critical strategy for your marketing campaign. It can powerfully boost sales and help you recapture valuable leads and customers.
#13: Direct mail retargeting is new and powerful.
It’s when someone comes to your website or landing page, and you make them a direct mail piece following. Great results!
#14: Email retargeting is your email connection to the prospect.
Continue conversing with clients through daily, weekly, or monthly newsletters with industry insights, company updates, or new product launches. Keeping them in the know helps to establish their confidence in the brand further and eventually take action.
#15: Text retargeting is when you have captured their mobile number and, with permission, are able to text them using the above strategies.
All the strategies listed above can and should be used.
If you want to discuss how retargeting can transform your landing page sales, call Michael at 615-933-4647 or email him at [email protected].
