Leads can be slippery, and not all of them often convert into buying customers. Research indicates that the average percentage of conversions in all industries is 2.5%.

Having potential customers on your website not buying from you can be frustrating. But that doesn’t mean the end of the road.

Retargeting has always worked significantly for many online businesses. And you can do it too!

Instead of hitting your head against the wall about low lead-to-conversion rates, you could work on a retargeting strategy.

We will cover some of the strategies you could use to convert lost leads into customers, but first…

Why Should You Retarget?

While retargeting is popular, what are some of the benefits of doing it?

Here is a quick rundown of these benefits:

Improved Conversion Rates

This could easily be the main benefit of retargeting. It is a reminder for your target customers of your brand’s existence.

If they once interacted with your products but weren’t ready to buy they are reminded and would possibly make that purchase if they liked them.

Or if it was a case of cart abandonment, they might check out this time.

Customer Retention

Retargeting aims to provide value for the target audience.

Maybe you provide tailored content for your readers or offer exclusive deals to your customers. Without a doubt, this will make them stick around for longer.

This will help establish a better relationship with your existing customers while strengthening brand loyalty.

Cost Efficiency

Marketing to new customers is harder and costlier than retargeting previous visitors.

Previously engaged clients are more likely to warm up to your brand since they might be more interested.

Personalization

As mentioned before, retargeting involves customizing ads based on different audience segments.

You understand the clients’ behavior better so personalization is easier and more efficient.

Data-driven Insights

Insights are crucial for any marketing strategy. However, your insights for a retargeting campaign are well-informed rather than guesswork.

This way, remarketing to your audiences is optimized and based on data from their preferences and behavior.

This would eventually yield better results for your business.

How To Convert Lost Leads Into Customers

And now, what is the best way to set up a retargeting campaign successfully? Let’s look at some of the practices.

Audience Segmentation

Your website visitors are not equal. An individual who only browsed your products is not in the same category as one who added items to cart. And both of these are not equal to one who made a purchase.

Your type of leads are set apart by their behavior or level of engagement with your brand.

By segmenting them, you can personalize the ads you serve them. This gives you the chance of better retargeting with better conversion rates.

Have Frequency Caps

The last thing you want to do is bombard your audience with endless ads. It might help to remind potential customers about your brand but don’t overdo it.

Imagine scrolling down your social media and seeing the same ad every time you log in. Sounds annoying, right?

That is an easy way to drive the leads you’re trying to get back away. While they might need to see your ad a few times to take action, they don’t have to see it an annoying number of times.

Set frequency caps to avoid this, but also ensure they see the ad enough times.

Make Your Ads Creative and Engaging

One reason your ad is going to get clicks is if it is creative enough to capture the attention of your audience and get them to engage with it.

While creating these ads, don’t forget the fact that they are a representation of your brand. And most importantly, include a call to action.

Value, Value, and More Value!

It cannot be stressed enough how important offering value for your audiences is. If your visitors feel like they can get value from your offer, they are more likely to engage with your ad.

You can offer value through free shipping, free after-service after a purchase, e.g., free mounting for every TV purchased, discounts, or even free ebooks or information for products shown interest in.

Try Out Different Ad Formats

Don’t limit yourself to a single ad format. Maybe what is keeping you away from your next clients is a creative video advertisement instead of the usual text ad.

Perhaps your audience just doesn’t resonate with the kind of content you put up for ads.

On the other hand, the kind of product or service you need to advertise can better be passed on using a different format.

You are trying to make your ads fun and turn the lost leads into loyal customers. So maybe don’t use the same ad format that “drove them away” in the first place.

Time Your Retargeting Campaigns

Timing can be very crucial. There are certain times when your clients are likely to convert.

For example, if you offer pool care services, your campaign would likely perform better at the beginning of or during the summer than during winter.

Your business may not be seasonal, but the timing of when they see your content matters.

If it’s an email newsletter perhaps, are they more likely to engage with it on a Sunday morning or during midweek in the evening? Split testing might help you best understand when and how to retarget your campaigns.

Continuous Monitoring and Optimization

Don’t just retarget and forget. Monitoring your ads is as important as setting them. Even after doing everything right with your campaign, it might not perform as expected.

Keeping track of the performance helps to readjust strategies that are not working.

If a previous ad performed poorly, you can tweak it for better results in the future.

Understand how each metric affects your campaign and adjust accordingly.

Final Roundup…

You don’t have to lose your leads forever. In fact, you should take advantage of the fact that you once had those leads, even if they didn’t convert.

Remarketing to them would convert to significant sales that would boost your business.

So what are you waiting for? Use the above tips to retarget and remarket to your previous and scale your business today!