Attention deficit is real and I’m not talking about ADHD. It affects everyone, including you. In 1999, knowledge was scarce. People still purchased encyclopedias. You went to college so you could learn about information and methods.
The world doesn’t work like this any more.
Knowledge is abundant.
Attention is scarce.
The answer to any question is in the palm of your hand but you only have so much time, so much attention.
What does this mean for marketers?
It means some of the old rules don’t apply. You have to find people WHERE they are and WHEN they want to give you their attention.
Whether you send an email, publish a social post, or paid ad, retargeting can help you build your relationship with potential customers in a very powerful way.
Studies show that only 2% of website traffic converts on their first visit.
So for the 98% of visitors that show up and leave because their friend returned to the lunch table but they are interested in what you are doing, how do you continue to build that relationship?
I experience this all the time, I’ll see an ad and think, that was a really interesting product, but then something happens, it’s gone, I’ve got things to do and usually I forget about it. If I don’t remember to go search for the product again, that company has no chance to convert me on a product that I might find useful.
Retargeting is one possible solution. And can be cheap!
No doubt you’ve experienced seeing a product on a site, then you see that same product on every website you visit for the next 10 days. This is retargeting.
This used to be fairly complicated to figure out, but the tools are getting better and now just about anyone can implement a simple retargeting campaign for their business no matter how big (or small) your company is.
Here’s how it works for helping prospects through their journey to customer.
I’m currently experimenting with options for combining retargeting with other styles of campaigns to deliver more customized conversations to potential customers and better results for small businesses. Stay tuned for that in the next couple of weeks.
Free Training on Retargeting
Upon request, I’ve put together a free 20-minute training on how to install retargeting. I thought I would share it. You can get started here!Learn to Retarget Like a Pro
Try it out and let me know what you think!