Most people don’t give it up on the first date, why retargeting marketing is like the after date follow up text.

By Bodie Czeladka in Dilate Digital

Most people don’t give it up on the first date. In fact more often than not, most people take a little while to warm up to someone new, and that is no exception for potential customers. This is why retargeting marketing is crucial for your conversion game and making those well earned sales. So let me explain it via a dating metaphor.

Not dissimilar to the dating game, your potential customer probably discovered you online whilst they were window shopping. But they left without buying anything; they even went to the effort to add your product to their cart, and then for seemingly no reason whatsoever, they abandoned checkout.

But don’t give up hope, just because they didn’t purchase your product on the first round it doesn’t mean they didn’t want to. They may still be intrigued by you, they probably think you’re a total catch, and they might even plan on giving it up in a few dates time. But right now it just isn’t the right timing. If you need some hard facts to give you a little perspective and comfort, only 2% of consumers actually buy on the first shop! But that 2% are the minority and obviously quite impulsive, so you shouldn’t rely on them for your sales. But what about the whopping 98% that didn’t go the whole nine yards the first time around? They’re the reason you need retargeting marketing.

You need retargeting advertising because people are cautious, and busy, and on budgets, and want to know they can trust you. They might have had commitments to other things when they discovered you, like their gas bill, and phone company. Or perhaps they were on their way to work or to a real life date and they forgot to come back to you to complete the order. The reasons are endless, but the solution is simple. Adwords retargeting.

What is retargeting and how does it work? Glad you asked

Retargeting is an online marketing strategy that helps to repeatedly show your business to all the traffic that’s already visited your website, but left without so much as a goodbye. Essentially, it keeps you relevant and constantly in the minds of the 98% of the population that didn’t convert on the first date. Retargeting is like that after date text that says, “Hey, our first date went pretty well, I know you like me, I clearly like you. So let’s get together again.”

It’s able to do this by keeping track of all the people that visit your site and implementing some easy (but confusing) javascript code and cookie-based software to “follow” that targeted audience around the internet, showing up at appropriate and convenient times like a stealth, well timed ninja.

With the use of codes, or pixels that are invisible to the untrained eye, and implemented within the HTML code of your website- a secret browser cookie is fired every time a new customer visits your site. The cookie will drop a secret message to your adwords retargeting campaign and the next time that particular visitor browses through the internet, your ads will appear and act as visual reminders that you exist, and yes they should give you another chance.

Bodie Czeladka

Hi I am Bodie Czeladka, surfer and devoted dad from Perth Western Australia and founder of Dilate Digital. I crafted Dilate Digital from a home theatre room in 2012 and worked solo as a freelancer until hiring my first staff member in early 2014. Dilate Digital now has the privilege of employing over 50 superstars world wide and this is just the start. I believe the best of me is still hiding up my sleeve.

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