This is the final article in a series of 7 articles I have created with suggestions for How to Get More Subscribers. If you haven’t read or listened to the previous episodes yet, view them here:
In this article, I’m going to be talking about using Retargeting to get more subscribers.
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Want to listen to this later? Download the audio file for Episode 7.
Want the entire series? Download a convenient pdf file of the complete seven-part series.
What is Retargeting?
Retargeting is online advertising that is based on a person’s previous internet actions. More specifically, which websites and web pages they have visited.
It can be pixel-based or list-based.
How Does Retargeting Work?
Pixel-based retargeting works by inserting a code onto an entire website or specific pages. This code creates a list of people that visit by placing anonymous “cookies” in their browser.
List-based means you already have a list of people that you can give to a retargeting service – basically, you are bypassing the ‘collection’ step.
When someone from a list is browsing the internet, the advertisements they see will not be random; they will see advertising the retargeting service has been paid to display.
If you have already noticed targeted ads or thought it was peculiar that you started to see a lot of advertisements for the exact gadget you were researching the day before, this is retargeting in action.
Why Do People Use Retargeting?
Short answer: It works.
- Visitors are 10 times more likely to click on a retargeted advertisement.
- Visitors who click on a retargeted advertisement are 70% more likely to take action on a website once they arrive.
Those are compelling statistics.
Why is Retargeting Effective?
Retargeting is based on the theories of repeated exposure and reciprocity. Every time a person sees an advertisement, the website gains more recognition and become more familiar. Even if they aren’t consciously aware of seeing it.
This familiarity builds trust and when they are ready to take action this website is where they go first to fulfill their needs or solve their problem.
In addition, retargeted advertisements provide a practical solution to a problem we all have – distraction.
Retargeted advertisements remind us that we were interested in something and still need to take an action – like signing up for that awesome new email list we discovered the other day!
So in addition to already being familiar with a website, the person is even more likely to take an action because they feel compelled to return a favor.
How to Retarget Your Visitors
Each platform is different and constantly changing, so you’ll need to check out each to decide which one might be right for you. As I have said in each of the articles in this series, try one and test it. See if it works for you and then either move on or keep fine-tuning the campaign.
Since this is not free and I’m pretty sure none of you want to lose money, I would advise against trying retargeting until you have the time to truly research the best service, learn how to use their system, and measure your campaign.
More importantly, you want to be careful about your reputation and relationship with your visitors. Moderation and strategic timing of the retargeted advertisements will give you a more organic growth without the risk of having your visitors feel like you are stalking them.
Thanks for hanging in there for the entire series! I hope you found it helpful AND your subscriber list is continuing to grow.