Why Should Small Businesses Consider a Retargeting Strategy?

Ever heard the term retargeting? To increase your brand visibility, you need to know retargeting strategies. Remarketing is another reference for retargeting but with strategic differences. Have you ever come across the same ad again and again on your social media? Through such retargeting strategies, you can amplify your user engagement. You can use these advertisements to improve the reach of your business.  

Optimization of the marketing budget can also be achieved through good retargeting strategies. Now you need to understand how these retargeting ads work for your business. It is quite easier than you think. First of all, clear your mind about whether you should use retargeting ads or not. It is better if you do. Go through this article to learn everything necessary for retargeting ads. 

Why Use Retargeting Ads?

Before choosing a retargeting strategy for your business, you need to understand the value of these ads. Globally, the overall range of Ecommerce conversion rates is from 0.7% to 4%. You should also know that the attention span of your website visitors is low. As consumers have the habit of endless scrolling, you can provide them with retargeting ads. So, it is safe to say that when potential customers see your ad frequently, it increases their interest in your products/services.  

These consumers are not going to buy anything on their first website visit. Do not expect that your retargeting strategy will instantly boost your sales. So, you might not want to start by telling customers to Buy Now. 

Small business owners are usually confused about where to start retargeting strategy. Let us tell you it is pretty simple to create a successful retargeting ad. Just be careful about the following factors: 

1. Targeting the right audience with the right message.
2. Choosing the right platforms to show your ads. 
3. Audience segmentation by their particular behaviour. 

How Do Retargeting Ads Help?

To make the most out of it, you should understand how retargeting can help your small business succeed. The first tip is not to use your original marketing message. Buy Now will probably not convince potential customers to purchase immediately. Through retargeting ads, you can help users in their buyer journey. To make your retargeting strategy work, understand what kind of customers are visiting your website. Take this data into account and modify your remarketing strategy around your customers. Think that you are helping the users choose the best services based on their needs.  

Where to Begin? 

The first necessary step in retargeting ads is proper tagging. Tagging will help your retargeting ads to keep running. Tags can also be helpful if you are targeting app and web users. You can use tagging on all the major social media platforms (Twitter, Microsoft Ads, Google Ads, Snapchat, LinkedIn, Facebook) for your retargeting ads. If you target all platforms at once - your website will slow down by too many hard-coded pixels. To avoid such a situation, use Google Tag Manager. It will carry out pixel/tag management and simplify the implementation process.  

How Does Tagging Work? 

In my opinion, tags are the most helpful for your retargeting activity. These tags can anonymously recognize any user by their website activity. The data collected about the user can, later on, be used to target them. 

Now you might face some disapproval from third-party cookies. But it would not be a problem for long as Google is already eliminating third-party cookies.  

Audience Segmentation 

The main focus of your retargeting strategy should be your audience. If you overlook the users’ needs, you will create a poor remarketing strategy. The question is: what can you do to gather meaningful audiences? To do that, focus on collecting user information directly. The first-party data mainly include just the email address submitted on your website. If you can collect first-party data, you can perform audience segmentation well. These are the following points that you can use to segment consumers:

1. Which medium do customers use to reach your websites, such as referrals or social media platforms? 
2. Do they complete a particular function; if not, why?
3. For how much time do they stay on your website?
4. Are there any previous buyers visiting your site?
5. Do they watch your provided videos? If yes, for how long? 
6. Which products are most viewed by users?
7. Which offers persuades them into providing their data?  

If you can collect data through these questions - you can benefit from the retargeting strategy. Moreover, focus on creating the right message for your audience using the right platform. If your previously designed marketing strategy is not working, update it. The marketing strategies do need optimization after a specific time interval. Retargeting is a good and effective marketing strategy for your small business.  

Conclusion

You can also rely on social media advertising pages to boost the reach of your business. We recommend using a good search engine marketing strategy and site retargeting. In case someone’s used search term lands on your website. You can gather the data from these search terms and change your retargeting or tagging accordingly.  

Convex Studio is a Digital Marketing Agency in Hamilton that offers the best marketing services for small and medium-sized businesses. Contact us to learn more.