In the olden days (like a couple decades ago), companies had to advertise through print and broadcast media and hope to see a return in the way of store visits and sales. Of course, even if their marketing efforts resulted in patronage, there was no real way to know for sure if the marketing campaign was the source or if there were other reasons for an influx of business (unless consumers were willing to participate in surveys, for example).
Today, the landscape for tracking customer interactions with a brand has expanded significantly thanks to online operations and software designed for this precise purpose. This is good news for you and your corporate meeting planner because it means you can monitor activity on your event pages and platforms to see how visitors behave. What you’re likely to discover is that the bulk of visitors navigate away without signing up to receive updates or alternately, registering for your event.
You needn’t fear, though. Along with
the capacity to monitor user interactions has come the inevitable ability to use that information to your advantage, most notably in the form of retargeting. What is retargeting and how can you and your global meeting planner use this strategy to boost registration for your upcoming event?
What is Retargeting?
Retargeting, also known as remarketing, is a way to get your information in front of site visitors as a means of increasing awareness and desired results like conversions. The first time users are exposed to information is when they visit your event website. During this visit, you can track what they look at, how long they stay, how they interact with your site, and in some cases, even the funnels that brought them to you.
You and your corporate meeting planner can’t necessarily determine why they left your site without signing up for your mailing list or registering for your event, but with the help of a tracking pixel, you have the opportunity to approach them again and present them with compelling ads while they’re online. If people express an interest in your brand or your event, you essentially have a foot in the door to make a sale. You may just have to finesse your position by reminding interested parties of what you have to offer.
Benefits of Retargeting for You and Your Global Meeting Planner
You might be surprised to learn that an estimated 97% of visitors leave a website without making a purchase. Some even get as far as the “shopping cart” stage and then abandon intended purchases, like window shoppers. Since nabbing sales from only 3% of visitors is hardly ideal turnover, especially when you know visitors have at least a modicum of interest, you and your global meeting planner need to pursue these promising leads through retargeting.
Very few visitors come to a website and make an immediate purchase. Many like to browse, learn more, and consider their options. It may take several visits before a purchase is made, or visitors may lose interest and never return. There is also going to be a percentage of accidental visits.
Retargeting continues to expose these leads to your brand and messaging, creating opportunities for interactions and nurturing the growth of a relationship based on the initial show of interest (i.e. the site visit). Says Annie Fernandez, Director of Marketing at AMI, “Approaching just 10 targeted leads could deliver greater results than pursuing a hundred people who show no interest in your event. You and your corporate meeting planner need to capitalize on this so you can increase awareness, build rapport, and encourage conversions.”
Strategizing with Your Corporate Meeting Planner to Boost Registration
The first thing you’ll want to do is integrate appropriate retargeting software with your event platforms so that you can easily get ads in front of visitors and manage your retargeting campaign. Next, you and your global meeting planner need to determine how best to reach visitors in order to regain their interest and compel conversions.
You can display ads on different platforms and in some cases, send email through list-based retargeting software (supposing you have correct contact information). You want to use every means of retargeting at your disposal in order to increase chances of gaining notice and having an impact.
This could mean creating cohesive messaging across platforms or coming up with a variety of strategies and ads that you think will cater to users who prefer one platform over another. Retargeting can be a complex and challenging undertaking, but it’s better than doing nothing at all and allowing promising leads to slip through your fingers.
