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Retargeting: A Strategy for Continuous Customer Engagement

Getting people to sign up for gym memberships in January isn’t that demanding, right? Everyone’s motivated by their New Year’s resolutions, and ready to start their regular fitness sessions.

But what about the rest of the year? How do you keep your engagement levels up during the summer when people prefer outdoor activities and those resolutions have long faded? The answer is retargeting.

 No matter the weather, people spend a significant amount of time on their phones, and that’s where retargeting comes in to help you reach and engage potential customers. 

What is retargeting in simple terms? 

Retargeting is a digital marketing strategy that involves showing your ads to individuals who have previously interacted with your website or online content but have not yet converted into paying customers.  

Retargeting is your way to remind them of what your business offers and how great it is to encourage them to come back and complete a purchase or sign-up.

Remember: By using retargeting, you can keep your potential customers hooked long after their initial visit to your website.

How does retargeting work to help you turn visitors into customers?

Think of retargeting as your tool to bring people back, regardless of the season or weather, and increase your customer base all year round.

So, if you have ever asked yourself “How does retargeting work?”, see the very basic breakdown:

Retargeting stage #1: Visitor tracking 

When someone visits your website, a small piece of code (called a pixel) is placed on their browser. This pixel tracks their behavior and records their visit.

Retargeting stage #2: Audience segmentation 

Based on their behavior, visitors are segmented into different groups. For example, one group might include those who viewed your product plans but didn’t make a purchase, while another group could be those who checked out your service schedule.

Retargeting stage #3: Ad creation and placement  

You or an agency you partner with create targeted ads that match the interests of each segment. For example, you might show an ad highlighting a summer special to those who viewed the membership plans. These ads are then displayed to the visitors as they browse other websites or social media platforms.

Retargeting stage #4: Continuous engagement 

The goal here is to keep your business top of mind for potential customers. Retargeting encourages those people to get back to your website and complete their sign-up, becoming loyal customers.

Summary: Use retargeting to grow your customer base

Retargeting is your way to keep customer engagement levels high all year round. By showing targeted ads to potential customers, you can turn casual website visitors into committed clients.

Retargeting helps you stay connected with potential customers, reminding them about your offerings. Naturally, if you aren’t sure how to start your retargeting campaign, you may consider partnering with an agency that offers retargeting services. These experts can help you set up and manage effective campaigns to make your ads reach the right people at the right time. This allows you to focus on running a great business while they handle the digital marketing.

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