CRM Retargeting for Dummies, A Beginner’s Guide to Effective Retargeting

Retargeting is the act of sending ads based on the prospect’s previous visit to your website. This is especially a tactic for prospects who aren’t familiar with your brand. You engage them in an attempt to convert them from prospects to buyers. After all, being an engaging seller is a vital trait to closing deals.

In this sense, retargeting is not like your usual banner ads. In its wording (“targeting”), it’s a form of advertising that targets prospects online who have made contact with your content.

You might have also heard of the term “remarketing”. Remarketing is the umbrella term that encompasses marketing methods like retargeting. Hence, it’s not exactly the same as retargeting. 

Offline, remarketing is when you see the same billboard of a product for the next few weeks until buying it finally crosses your mind. Online, it’s the same premise except they use banner ads. Meanwhile, retargeting is just one of the ways to remarket.

What are the Goals of Retargeting?

Retargeting has two basic goals:

1.Raising Awareness

This is done to raise your visitors’ awareness of your products and their features. It can also include product announcements. This goal is meant to target users who haven’t engaged with your business. 

Because of that, this goal isn’t much of a priority in retargeting campaigns. However, It’s a good start to set up for conversion.

2.Converting Prospects into Customers

Conversion is directed at users who are more familiar with your brand. These are visitors who have interacted with your products and services but haven’t bought anything. 

What you want is for them to click on your ad which will direct them to a landing page. Fingers crossed, what you offer will convince them to buy your products or convert.

What are the Different Kinds of Retargeting?

1. Site-Based Retargeting

Site-based retargeting is the act of sending ads to your website visitors after they leave. 

2. Email Retargeting

Email Retargeting is when you send ads to people who open your emails. For this kind of retargeting, it’s recommended to use programs like Mailtrack so you’ll know if the recipient saw and opened the email.

3. Search Retargeting

Search Retargeting is when you send ads to the people who searched for your keywords while they’re browsing the internet.

4. CRM Targeting

Customer relationship management (CRM) targeting is when you send ads to people using a mailing list. It’s one of the older methods of retargeting but has still proven useful and relevant over the years. 

It lets you reach out to prospects who have been unresponsive to your marketing content. Meanwhile, CRM targeting also ensures that those who are responsive are kept up to date.

 

How Is That Possible?

CRM is software that keeps a collection of your business contacts. The CRM collects and manages information that is useful for your business, like your leads and customers.

It also stores recent conversations you’ve had with your prospects and if you have any upcoming appointments. With that amount of information, you can follow up with leads and continuously manage your sales process.

It’s very handy because, when used with email marketing, you can easily personalize your emails. You can even segregate the visitors into lists, allowing you to customize your audience for certain ad campaigns.

If you need aid in the process, you can opt to hire developers focused CRM. These are people who specialize in the software and can give you the boost your marketing needs.

What are the Benefits of CRM Targeting?

1. It’s Personalized

As a prospect, looking at general ads and emails can make you more disinterested than you already are. However, if the seller sends you a more personalized email or ad, there’s a better chance of your interest being piqued.

Because CRM collects personal data of website visitors, you can use this to your advantage. Segregate the prospects into different categories. For example, who showed more interest? Who hasn’t been responsive? Who abandoned their carts? Who bought a product?

This will make sure that your prospects don’t receive the same message. CRM retargeting will help you build a more personal relationship with your prospects.

2. You Can Focus on High-Value Potential Customers

With CRM retargeting, you have access to your prospects’ detailed information. For example, you can check their job position. You can see where they are in your sales process. Maximize its use by focusing on your prospects with the highest value.

CRM retargeting will help you find out who are the visitors that will most likely convert to customers. With those individuals, you can plan a more aggressive marketing strategy.

3. You Can Cross-Sell or Upsell

Your current customers are your best potential source of revenue. You’ve already built a relationship with them in their previous purchase. 

If they had a wonderful experience with your store, don’t waste the opportunity to cross-sell or upsell. CRM retargeting can help you accomplish this. However, you need to evaluate if this is really the right decision because it might backfire.

Getting Started with CRM

CRM retargeting takes more time, strategy, and planning to set up. But it is as worth every effort you put into it.

1. Define Your Goals

The most optimal way to begin is to define your goals. What do you want to achieve with this approach? Make an outline of your objectives. This will help you strategize and budget accordingly. 

Earlier, we already mentioned some of the common goals of retargeting. You can take the time to re-read and think about them. It’s always easier to make a plan when you know what you want.

2. Define Your Target Audience

Ask yourself who it is you’re trying to reach out to. Are they people who always open their emails? Are they people who’ve interacted with your brand? Are they regulars of your content?

This will help you create the list with your CRM data. But it’s important to keep in mind that these people should have consented to receive your marketing messages. Otherwise, you’ll end up violating privacy regulations.

Once the list has been created, you can segment them by their level of engagement with your content. And then, you can start exporting your lists from your CRM to your ad network.

3. Follow Up

Sending the first set of marketing messages is just the beginning. You’ll need to have a plan on when and how you’ll follow up with your prospects and customers. 

Furthermore, when your prospects have converted, you’ll need to plan how you’ll take them off of your marketing campaign.

Conclusion

Retargeting is one of the methods of remarketing. It’s meant to help you in sending ads to previous visitors of your website.

CRM retargeting is one of the types of retargeting. It’s a simple yet time-consuming approach. This is because CRM is a more personalized way of sending ads and marketing messages to your prospects.

Aside from being more personal with your prospects, CRM also lets you focus on your high-value prospects. This is due to the data that the CRM software has collected. We advise you to make the most out of this collected information by strategizing your approach.

With the information you’ve gathered, you can segregate the prospects and customers based on engagement. You can send them ads respective to that. If they’re previous customers, maybe you can even cross-sell or upsell them.

CRM is a very useful tool for retargeting because information is vital in the world of marketing. You need to know your audience to understand how to cater to them. To summarize, this is a potential game-changer for your business.