The Power of Retargeting: How to Turn Website Visitors into Customers

In our latest episode of the Click and Mortar podcast, we do a deep dive into one of marketing's most powerful yet underutilized tools: retargeting. Even Uber drivers are fascinated by this concept once they understand what it means for modern business. Let's explore why retargeting could be the game-changer your marketing strategy needs.

What Is Retargeting, Really?

At its core, retargeting is the art of re-engaging people who have already shown interest in your brand. Think of it as picking up a conversation where you left off. Facebook and Instagram revolutionized this approach by allowing advertisers to reconnect with users across the vast landscape of the internet, creating a more cohesive customer journey.

The Psychology Behind Effective Retargeting

Here's a scenario we've all experienced: You look at a pair of shoes online, and suddenly those exact shoes follow you everywhere you go on the internet. While this approach is common, it's not necessarily effective. As Dustin points out, "If you keep saying 'buy from me' eventually, you're not going to get the result you want."

The real power of retargeting lies in understanding the conversation you're having with potential customers. Instead of showing the same shoes repeatedly, smart retailers might show:

• Similar styles that match your browsing history

• Videos of people wearing the shoes in different contexts

• Customer testimonials

• Different selling points based on your engagement

The Science of Audience Building

Retargeting isn't just about following people around the internet—it's about building strategic audiences based on behavior. We recommend starting with these fundamental audiences:

1. Website visitors from the last 7 days

2. Social media engagement audiences (people who have commented, liked, or interacted with your posts)

3. First-party database audiences (existing customers, email subscribers, etc.)

The Budget Question: Where Should You Start?

One of the most common questions businesses face is how to allocate their marketing budget between prospecting and retargeting. The answer depends on your current digital footprint:

• High Traffic Businesses (20,000+ monthly visits)

• Focus primarily on retargeting—it's your low-hanging fruit for immediate ROI

• 80/20 retargeting budget to prospecting budget

• Medium Traffic Businesses (≈1,000 monthly visits)

• Start with a 50/50 split between prospecting and retargeting.

• Low Traffic Businesses (200 monthly visits)

• Invest more heavily in prospecting to build your retargeting audiences

• 80/20 prospecting budget to retargeting budget

Advanced Targeting: The Conversation Approach
Think of retargeting as a sophisticated conversation. Someone who spends four minutes on your product page needs a different message than someone who bounces after eight seconds. This is where the art of retargeting truly shines.

Consider these engagement levels:

• Shallow engagement: Focus on building awareness and addressing initial objections

• Medium engagement: Provide more detailed information and social proof

• Deep engagement: Move toward conversion with specific offers and calls to action

  
  

The Frequency Sweet Spot

A crucial aspect often overlooked is frequency—how often your ads appear to the same person. We recommend:

• 1-2 exposures per day maximum

• Under 10 exposures in a seven-day period

• Adjusting budget allocation if frequency exceeds these guideline

  
  

Leveraging First-Party Data

Don't forget about the gold mine of data you already have. Your existing customer database can be used to create powerful retargeting campaigns:

• Target customers who haven't purchased in 6+ months

• Create specific messages for different stages of your sales pipeline

• Use customer data to inform your messaging and offers

  
  

The Bottom Line

Retargeting represents the bottom three-quarters of your marketing funnel, where the real conversion magic happens. While prospecting casts a wide net, retargeting is where you nurture relationships and drive actual sales.

As Dustin puts it, "Look at the data and keep asking yourself, how would I converse with this person if they were a real-life human being?" This human-centric approach to retargeting might be exactly what your digital marketing strategy needs.

Watch the Full Episode on YouTube

Listen to the Full Episode on Spotify

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