When you have a small business website, it’s best that you make the most of it. Why? Because online advertising is the cheapest way to promote your services or products and retargeting is no exception. So, what is retargeting? It’s a marketing automation tool, that helps you regain those lost visitors. They are very important because if you look at the numbers you’ll se that 98% of people who visit a website leave without converting. A retargeting software is the most cost-effective way to get them back, based on their browsing behavior. You can do on-site retargeting, while people are still browsing on your website with live triggers that will help them make a purchase or subscribe, or off-site retargeting, after they decide to leave without converting, with email triggers, reminders and SMS triggers.

How a retargeting software works

If you’re interested in the technical part of the retargeting software you should know that it’s pretty simple. A small code is added on a website and a cookie (pixel) is placed into the browser of every person that visits it. Now, with the information about the browsing behavior of each one, you can segment your audience into different groups and send them personalized messages. Basically, a retargeting software allows you to advertise to those people that showed prior interest in what you have to offer and give them small incentives to convince them to convert. It’s not enough to build a website and then wait for people to find it and buy the products and services that you provide, you have to make constant efforts to make a name for yourself in the online area, identify those visitors with maximum chances of acquisition and connect with them through personalized messages that will give them the extra push in the sales funnel. Practically, this marketing automation tool is a very affordable way of advertising that allows you to communicate with potential customers the second or the third time.

The benefits of a retargeting software

Brand awareness. First of all, a retargeting software increases brand awareness. Because people will see your ads frequently, for a certain period of time, they will think you are widely popular and have the money to go after them. Most people need to see a brand message at least 2 or 3 times before buying something and when they see your ads several times they have a higher chance of acquisition.

Increased ROI (Return Of Investment). Everyone wants to advertise to a lot of people with the smallest budget ever. A retargeting software sends email triggers, reminders and SMS triggers to ensure that visitors take advantage of what you offer them through a marketing campaign. This way you get a high return of investment, especially if you already invested in email marketing, PPC, SEO, social media or other marketing channel.

High conversion rate. Retargeting software is a powerful marketing tool because it goes after the ones who are familiar with your website, products and services. They are already interested, they just need that extra push through small discounts or free shipping or whatever else you have to offer.

Cross-sell and Up-sell. A retargeting software is a great way to convert the second or third time those people who already made a purchase on your website. If you place a pixel on a conversion or a „thank you” page you can track visitors that you can later offer a new product from a different category than the one they bought or the same product with more features. This email marketing tool allows you to convert people all over again.

We live in a very competitive world in which companies create a general noise by aggressive and continuous advertising. Potential clients will notice your business and will soon prefer you on the expense of others if you let them know that you put an effort in delivering personalized messages and offers. A retargeting software is all you need in order to do that and make your online business thrive.