A bad fitness marketing campaign is one where you spend time and money trying to convince untargeted people to become customers. Retargeting offers a completely different approach, with only those who have shown active interest seeing your ads. When you add in the additional branding benefits, it is easy to see the appeal of retargeting.
What Is Re-targeting?
Retargeting is a method of advertising whereby you place your ads in front of visitors who left your fitness website without taking action. A retargeting company like Facebook will provide you with a line of code to add to your site, resulting in a cookie being sent to a visitor's web browser.
This cookie informs the retargeting company when the visitor accesses other sites, resulting in your ads being served up across multiple locations. The average conversion rate based on a single viewing is likely to be in the low single figures, but repeat viewings of your brand can lead to far better results. Six Benefits:
Re-Targeting For Your Fitness Marketing Campaign
Effective frequency is the term used to discuss this optimal level of advertising exposure, with Herbert E. Krugman famously declaring that three exposures were required. Krugman, and many marketers since, believed that the first exposure generated curiosity, the second led to recognition, and the third resulted in a decision. Whether this is accurate may be disputed, but it is generally accepted that prospects will need multiple viewings of an advertisement before the make a purchase.
Successful fitness businesses, even those with a well-established product, know they have to find ways to repeatedly put their brand in front of prospects. One of the newest online forms of advertising that allows this is called re-targeting. While many businesses focus all their efforts on constantly finding new prospects, others are using re-targeting to make the most of each visitor.
Professional fitness marketers like David Ogilvy the “Godfather of Marketing” and Conrad Gessner the “word of mouth marketer” have long argued over the average number of times a prospect must see an advertisement before making a purchase.
The Problems With Retargeting
Overexposure. While you may start to see new customers and greater interest, there may be some people who are frustrated at seeing your ads. There is a balance you will want to strike between interest and overexposure, with no real way to please everyone. If you show the same ads to customers repeatedly they will start having no effect, so there is a financial benefit to throttling your views.
Objectionable Placement. There may be certain sites you would rather your ads didn't appear. An association with a website you don't approve of could be seen to damage your brand. Many companies allow you to block certain websites, so you can maintain an element of control, but it is not always essential to do this. It is worth considering that the ad is not a permanent fixture, with the only people seeing it being those who also accessed your own site.
Limited Views. You may find that your ads are only getting limited impressions, reducing the chances of a successful campaign. Certain industries, particularly the highly competitive ones, will be more expensive, so it might be necessary to increase your cost-per-click. As with many advertising methods, there is a point where the costs are too high to make a return on investment (ROI), but you will need to track your results carefully to know for sure.
Popular Retargeting Companies
As retargeting has grown, more companies have created solutions for advertisers. Ultimately, you will want to reach as many people as possible, but you need to ensure you are receiving a good ROI. Retargeting is easy to scale when you are comfortable with the process, so you can begin with a modest budget and grow from there. The following companies are established within the retargeting space:
To Re-Target Or Not To Re-Target?
Retargeting can be an important part of your fitness marketing, but it will work best as part of a wider blueprint. Targeting your visitors will only work if you are able to generate traffic in the first place, so you also need a strategy to bring people into your site. Many of the typical online methods can drive traffic, with SEO and traditional paid advertising getting results. Regardless of the effectiveness of retargeting, you need to take a broader approach to traffic and conversions.