When we talk about retargeting for small businesses, it’s important to understand that the concept applies to customers who are already interested in the product or service for sale, and have not yet made a buying decision. Customers who have visited the site in the past, or run searches related to the business, are shown an ad banner that matches the interest they’ve expressed through their browsing history, and leads them back to your site. There are several ways the technique can be applied.
Returning Customers
When Customer Joe makes his purchase and surfs away from the business’ website, the contact can be considered successful. Joe has made a purchase. A smart business owner knows that while sales are important, the real lifeblood of any business is its returning customer base. With an advertising campaign that focuses upon bringing customers back for more, Joe can be shown a banner ad that redirects him back to the website in the days and weeks following his purchase. Retargeting for a small business turns Joe from a one-time customer into a repeat customer.
Second Chance Customers
Some potential customers visit the website, and they may even add items to their virtual cart, however, they never complete the sale. Others access a quote page, but never fill out a form. These customers’ experiences were interrupted for one reason or another. Retargeting for small businesses brings them back for a second chance to make a purchasing decision. These types of customers can be shown a special banner that contains an offer or discount, to incentivize them to finish the sale.
Interested Customers
One of the most effective techniques for marketing is to reach out to customers through platforms that complement the business. For example, a small nursery could place advertising on a gardening forum. A hardware store’s banner can be shown to visitors in a social media group. Through the use of cookies and other data-mining techniques, advertising content is shown to the customers who are most likely to click, and to buy.
Retargeting for small businesses serves a dual purpose: Driving high-quality traffic to the website, increasing the potential for sales, and building brand recognition. The more often interested customers are shown your brand and given opportunities to visit your site, the more often traffic will convert into sales.