#180: 5 Ways to Recapture and Convert Your Website’s Traffic

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In This Episode…

Remarketing is EVERYWHERE. Everybody knows what remarketing is, but what many people don’t know is that there are very different ways to utilise it to get the best results for your business.

In this episode, we are exploring remarketing and the 5 different tactics loved by us here at Exposure Ninja, that you can use to help your business retarget its ads to reach your potential customers. This, in turn, should help your business to achieve a higher conversion rate.

So, if you are interested in learning how to use the insanely powerful tool of remarketing to connect with more customers and drive conversions (and let’s be honest, who isn’t?), you have come to the right place.

How Does Remarketing Work?

The principle behind remarketing is simple.

You install a tracking pixel on your website, which tells an advertising platform when people visit your site. The advertising platform then collects all of these website visitors into audiences for you to segment and advertise to. When users from your audiences continue their browsing around the rest of the internet, this ad platform can then show them adverts driving them back to your website.

Remarketing has really changed the game for businesses. It has given them a second chance to recapture the engagement from potential customers, who may not have converted on the first visit.

However, not all remarketing is equal and there are different ways to use it, which is what we will be going on to explore.

Tactic One – Brand Awareness Bomb

This is probably the simplest and most crude remarketing tactic your business can use. It basically involves showing ads to any previous visitors of your website.

Whilst this blanket approach may seem to lack some of the sophistication and segmentation of the other tactics we later share, exposing all your visitors to repeated impressions of your ads does build brand familiarity and awareness, which can be the most powerful marketing force when it comes to getting conversions.

Tactic Two – Targeting Non-Converters

This strategy is all about targeting people who have been on your website but haven’t converted.

The goal here is to target people who have been on your website but haven’t completed a conversion, such as buying something or generating a lead, so that you can get them back on your site with the aim of getting them to convert.
It is straightforward and easy to set up, you just need to segment your advertisement audience to exclude those who have visited a particular URL, such as the checkout page.

Tactic Three – Targeting Non-Converters With Content

This strategy is a little more theoretical, but in essence, works best when you have a highly competitive product or service you are trying to sell.

Where a product or service is very competitive, it is likely to be very expensive for businesses to try to re-capture customers once they have already visited your site and not converted. A cheaper way to re-engage these previous non-converting visitors is to retarget ads to direct them to content pages, such as relevant blog posts, that will then persuade these visitors to go and visit your site again, and hopefully, convert.

Tactic Four – Repeat Purchases

For businesses where there is a repeat purchase element, running ads to previous visitors that have purchased the product or service at about the sort of time you know they are going to be repeat purchasing makes a lot of sense.
This is going to involve a much smaller audience, than the more blanket approach described in tactic one. However, because it is a smaller audience, the ad content your business puts out to them can be much more targeted, resulting in more conversions.

Tactic Five – Sale Cycle Nudgers

This tactic works really well for businesses that have a long sales cycle.

The goal of these retargeting ads isn’t to create conversions, as visitors are already in the process of converting, it is to provide them with information to nudge them along the sales cycle and keep them engaging with your business.

Improve Your Remarketing Strategy

Which is YOUR favourite remarketing strategy? Watch or listen to the video or podcast to gain insight into remarketing tactics and if you want more suggestions and advice, then request a free review of your website via this link: https://exposureninja.com/review/

Timestamps

00:00 — Introduction
01:10 — What is Remarketing?
02:57 — Tactic One
03:34 — Tactic Two
06:45 — Tactic Three
10:53 — Tactic Four
14:36 — Tactic Five

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