There’s no secret that only 2% of shoppers convert the first time they visit a website, so marketers struggle to get to those who slip through their fingers. What if I told you that retargeting, a marketing automation software, could get you back the 98% of potential customers and give them a lot more chances to convert?

This marketing tool gives you the chance to send personalized messages to people who prior visited your site, but didn’t purchase anything. You can do this while they’re still on site or after they leave. This way, you’ll always stay connected with your audience and increase the chances of converting. Retargeting is the perfect tool for engaging your audience in all stages of your sales funnel. But not every retargeting campaign can reach its potential, unless you follow this set of rules:

1. Promote not only products or services, but also content

Retargeting is not only about driving users towards product &services pages, in order for them to convert, but also establishing a more personal relationship with them. And that is what your most popular content in terms of conversion rate and Social Media will do. And it will also generate more leads.

2. Capitalize on special events

Special times like Black Friday, Thanksgiving, Cyber Monday, Retargeting Tuesday, Christmas, Valentine’s Day, Easter, Mother’s or Father’s Day are great opportunities for starting a retargeting campaign. Don’t forget to capitalize on any other event that comes along.

3. Pull visitors through the conversion funnel

Don’t focus only on those who are at the start of the conversion funnel, but also on those who have taken a few steps forward. You should set retargeting ads on Search Engines or Social Media and drive people to the topics they’re interested, until they’re ready to close the deal.

4. Use email retargeting

It’s always a good idea to use retargeting with your email marketing campaign and to go especially after those who open your emails. This kind of people has the most chances to convert as they’ve shown interest in what you have to say to them.

5. Take into consideration bounce rate

People who spend less than 10 seconds on your website are less likely to be interested in what your business has to offer, so you can forget about those in your retargeting campaign and save some money.

6. Lower your price

Think about why you lost some of your potential customers and if you suspect the answer is the price, you should consider sending a triggered email with special discounts. People need small incentives like free shipping or 10% off in order to buy from one website and not from another one. Your discount could even go to 20%, on the next triggered email from your retargeting campaign, just don’t forget to exclude the ones who already converted.

7. Cross-sell and upsell to people who converted

You should think another plan for those who already converted. Don’t send them the same retargeting ads, because you’re wasting your budget and annoying them. Instead, you can aproach them, after a short time, with products from different categories, that are related to the one they already bought or offer them a small incentive for the new upgraded version.

8. Stay true to the loyal clients

Even loyal customers can find a place on your retargeting lists. Encourage them with a renewal discount or a repeat purchase. You can also reward users who say good things about your brand on the web or share your messages in Social Media.

No matter what you do, chose wisely a retargeting company that offers you a very good pricing and gives you a free trial. Take advantage of this incredible marketing automation software to increase conversion rate and be a happy marketer!