It sounds like an intriguing concept?but would it knock your reputation and credibility dangerously off-target?
Let?s face it; we all experience a perfectly natural sinking feeling when we think about all those potential online customers that may have slipped right through our fingers.
If you keep a close eye on the crucial stats and figures generated from your website traffic, there?s every chance that you?ll spot a huge chunk of ?hits? which are sadly never converted into solid custom.
In fact, on average, a whopping 98% of your website visitors won?t actually end up buying anything at all.
Whilst there are clearly countless strong advantages in selling your products and services online, this is perhaps one important element of digital business that can fall rather flat.
After all, an undecided customer browsing goods in a traditional store can be approached in person and persuaded to stay before they casually wander away in the direction of the exit!
But we have no such luxury out here in Cyberspace.
Whenever a wavering online visitor decides to close down your website screen for now with a view to maybe coming back later, you are powerless to stop them from moving that mouse pointer over to that dreaded little cross in the top right hand corner.
Of course, there?s only a relatively small chance that they will remember to return to your website in the future, so they could actually be closing down their connection with your business forever.
If only you could reach out to them through those computer screens and quickly point out some of the benefits of dealing with your brilliant business that they may have overlooked.
Hmm.
Well, maybe there is a way.
But if not handled correctly, could it end doing more harm than good?
By signing up with a Retargeting service, you?ll be combining an online advertising campaign with crafty cookie technology which will ensure that your banner ads are only viewed by users who have previously expressed an interest in your business.
Essentially, the service will follow your ?lost? visitors around the web for a short while by installing a special little cookie into their browser when they view your site.
Throughout the length of your campaign, whenever this user happens to land on any appropriate online banner advertisement spot during their internet travels, your own marketing messages should proudly pop up on display, warmly encouraging the user to return to your site and have another think about the options on offer.
All you need to do is drop a few chunks of code into your website which will be supplied to you by your Retargeting provider.
Instead of spending money on a blind catch-all Banner Ad campaign, you?re purely reaching out again to the people who have already viewed your site, in a bid to bring them right back.
The Retargeting Ad can even be tailored to reflect the actual product that your visitor was browsing.
For example, if one visitor was particularly interested in your novelty trundle wheels, then the Retargeted Ad can re-promote that exact same product.
If another visitor was more interested in your flashing reindeer antlers, then they can see an Ad completely dedicated to these joyous items.
Taking that concept one step further;
If a visitor has viewed your flashing reindeer antlers but decided against buying them, then the Retargeted Ad could perhaps show a very closely related item (flashing Santa beards?) which might re-ignite their initial interest in your business.
Sounds impressive?
Well, if you?re keen to pursue your own Retargeted Ad campaign, there is certainly a wealth of service providers out there to take your pick from.
A good search on Google should ultimately deliver the Retargeting Company with the right plan and the right pricing for your goals.
Well, my own slight concern about Retargeting is that if it?s handled improperly, then your website visitors could end up getting bombarded by relentless and repetitive advertisements which could actually repel them from your business.
Some users may also find it just a little bit creepy that your advertisements seem to be following them all around the internet ? almost as if you?re stalking them!
So, I would definitely advise caution and consideration before signing up with a very carefully selected service which is going to meet all your needs without severely annoying your potential customers of the future!
However, if Retargeting doesn?t sound quite like your scene, there are plenty of other ways to get to work on converting that other 98% of your website hits into paying custom!
For further inspiration, you might be interested in taking a look at this earlier Martin Print Blog article Have Faith in Your Business Website!
But how do you feel about the prospect of chasing your website visitors through Cyberspace?
Perhaps more importantly, how would you feel if you discovered that a fellow business had been retargeting you with their tailored advertisements?
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