When it comes to your sales and marketing strategy, the leads you want to go after the most are the ones who are showing interest in your products or services. Sometimes, they’re easy to identify because they filled out a form or put something in their online cart. But what about the people who visited your website, spent significant time clicking through your content, and didn’t leave any of their information? Did you know that data analytics can help you identify them through website retargeting?
Website retargeting helps you identify interested individuals and keep in touch with them through multiple channels. Here’s how it works:
Set Parameters
The first step in website retargeting is figuring out your parameters. Not everyone who visits your site will be a good fit for your company. They may be visiting for an entirely different reason than making a purchase. Setting parameters for what qualifies as an interested lead helps you sort through the visitors on your site and focus on the ones most likely to make a purchase.
For example, let’s say you are a university who wants to retarget students who’ve shown interest in attending the school. You wouldn’t want to retarget everyone who visits your website because some people may be coming to view updates on your sports team, check concert dates, or view alumni information. However, if someone visits your admissions page, checks out the degree programs, or watches 75% of a video from the school’s president, they are probably interested in attending the school.
Once you decide who it is you want to retarget, think through what actions on your website someone who is interested in making a purchase might take. Use those as your parameters.
Pixel Installation & Lead Identification
After you’ve established what a good lead would look like, your data analytics team will provide you with a pixel to install on your website. This pixel will track visitor actions and flag those who met your qualifications as a possible lead. The information captured is then analyzed by your data team.
They will reverse append information like the visitor’s name, address, and email address, so you know who to retarget. Each day, you’ll receive a report with all of the identified leads who visited your website the previous day.
Retarget through Different Channels
When you have your lead list in hand, take action as quickly as possible. The longer you wait to retarget your leads, the lower your chances of conversion are. Try retargeting them through different channels such as mailing them a postcard or targeting them on social media. When prospects see and interact with your brand on different channels, it increases your credibility.
Another great benefit of website retargeting is capturing previously undetected response rates. If you sent out a mailer and someone typed in your website instead of using your QR code, special link, or discount code, you may have missed their response. With website retargeting, you can identify even more people who responded to your campaign.
If you’re ready to start identifying strong leads from your website, reach out to our team. We would love to help you keep in touch with your best prospects.