Are you looking for an easy and effective way to turn prospects into customers? Are you struggling to get web visitors to come back to continue shopping after they leave your website? Consider retargeting campaigns for small businesses.
Retargeting campaigns are highly effective marketing tools small businesses use to keep customers and prospects engaged with their offerings. Using paid and unpaid marketing tactics to nurture these leads into paying customers will ensure your brand is always top of mind when they are ready to buy.
Whether you own a local HVAC company or a small med spa, there are many ways your small business can benefit from incorporating retargeting into your marketing budget. Here’s everything you need to know:
What is Retargeting for Small Business?
Retargeting is a common marketing tactic to engage with customers or prospects already familiar with your brand. Common retargeting tactics include display ads, Google ads, and competitor retargeting. You can also retarget on popular social media channels like Facebook and Instagram. Other options like targeted pop-ups and email workflows can also be highly effective ways to nurture leads into paying customers.
To see success with retargeting for small businesses, you’ll need to personalize your messaging and offerings for your audience and their behaviors. You’ll also need proper tracking in place on your website to identify web visitors.
8 Benefits of Retargeting
Retargeting is an integral part of any effective marketing strategy for small businesses. It’s the most effective way to nurture leads through the buyer’s journey. Here are eight benefits you can look forward to with a retargeting strategy:
1. Nurture Leads Into Paying Customers
The truth is, sometimes it takes two to three opportunities to get someone to make a decision. Some shoppers want to explore different prices and services from competitors before they commit and you’ll need to retarget them to ensure they don’t choose them over you.
Retargeting campaigns can be used to nurture leads into paying customers. It’s the most effective way to ensure your brand is top of mind with your target audience. Retargeting ads are an effective part of any nurture campaign and can help you push prospects further down the funnel.
2. Increase in Conversion Rates
Retargeting campaigns naturally have a higher ROI than general paid prospecting campaigns. It’s much easier to purchase or schedule a service if the prospect is familiar with your products and services. Retargeting also tends to have better conversions because you can adjust your messaging to be more personalized or relevant for each audience, depending on their behaviors.
3. Better Personalization and Segmentation
With retargeting, you can customize your marketing to align with your audience’s needs instead of focusing on a generalized marketing campaign. This can help increase conversions and lead to a higher ROI for your marketing initiatives.
For example, if someone is exploring tree-cutting services on your website, you can retarget them with a special offer on these services through display ads or Google ads. This will bring them back to your website and increase the chances of a conversion.
4. Cross-Channel Promotion
Not every web visitor is checking their inbox for emails from your brand. Some spend more time on social media, Google, or their phones. That’s why taking an omnichannel approach to marketing is so important.
You’ll want to take an omnichannel approach to your strategy to maximize your reach and ensure your brand is remembered. Running retargeting ads alongside email or SMS marketing will allow you to connect with your audience in different places. With multiple touchpoints running simultaneously, you can boost brand awareness and increase conversions.
5. Target Your Compteitor’s Audience
Competitor retargeting allows you to target your competitor’s website visitors. This is a great way to get your business in front of an audience shopping for your products and services. There are many ways to entice your competitor’s audience to shop with your brand instead. You can get creative with your messaging by highlighting your pricing, value, or product benefits. Google and Facebook Ads are the two most effective ways to use this approach.
6. Experiment With Pop-Ups
Instead of having a standard pop-up on your website, you can retarget specific audiences with personalized messaging. This is a great way to increase conversions and boost profits.
For example, instead of offering an introductory offer to a client who’s already visited your website, you can retarget them with products or services they were already shopping for. This will help nurture leads through the buyer’s journey and increase the likelihood of converting.
7. Increase Brand Awareness
Just because a prospect or new web visitor leaves your website doesn’t mean the buyer’s journey is over. With retargeting display ads, you can build brand awareness and ensure your brand stays top of mind, even when they are shopping elsewhere.
8. Cost-Effective Tactic
Retargeting campaigns tend to be more cost-effective than prospecting campaigns. With these advertising initiatives, you can focus on an audience already familiar with your brand. This is more effective for small businesses with small advertising budgets and delivers a better ROI.
Small Business Retargeting With Townsquare Interactive
There are many benefits of retargeting campaigns for small businesses. As you continue to grow and scale your business, you must ensure your brand is always the leading brand your audience thinks of. With a retargeting strategy, you can continue to nurture web visitors into paying customers and build your brand within your community.
Townsquare Interactive is here to help you take your business management and online marketing strategy, including retargeting, to the next level. We can help you fine-tune your approach to paid media and display ads. We can also help with local SEO and web design so that when your prospects revisit your website, they’ll be ready to buy.