Prospecting vs Retargeting

Every successful digital marketing strategy relies on two powerful approaches: prospecting and retargeting.

Prospecting: The first date

• Targets cold audiences who don’t know your brand
• Typically consumes 80-90% of advertising budget
• Focuses on introducing your brand and value proposition
• Essential for business growth and customer acquisition

Prospecting forms the foundation of your digital marketing efforts, as it’s where you’ll find your next loyal customers. While it requires a larger investment, the potential for scaling your business makes it indispensable.

Retargeting: keeping the flame alive

• Engages warm audiences who’ve shown interest
• Usually requires only 10-20% of ad spend
• Targets previous website visitors and engaged users
• Operates across multiple platforms including Google and Meta

The beauty of retargeting lies in its efficiency – you’re speaking to people who already know your brand, making conversion more likely and cost-effective.

The platform game:

• Google Ads (Search, Performance Max)
• Meta (Facebook, Instagram)
• Pinterest
• YouTube

While many associate retargeting primarily with social media, it’s equally powerful across search platforms, allowing you to maintain visibility wherever your audience spends time online.

Smart messaging strategies:

• Cold audiences need educational content and brand introduction
• Warm audiences respond better to specific offers and social proof
• Testimonials and reviews work well for retargeting
• Call-to-action varies based on audience familiarity

Understanding the different stages of customer awareness helps craft messages that resonate at each touchpoint in their journey.

Common pitfalls:

• Retargeting all website visitors without consideration
• Failing to segment audience based on intent
• Not differentiating messaging between cold and warm audiences
• Underinvesting in retargeting efforts

These mistakes can severely impact your marketing ROI, making it crucial to approach both strategies with careful planning and execution.

Keys to success:

• Set up proper audience tracking
• Create platform-specific strategies
• Develop distinct messaging for each audience
• Monitor and optimise performance regularly

Success in digital advertising isn’t just about reaching people – it’s about reaching the right people with the right message at the right time.

Remember: While prospecting brings new customers through the door, retargeting ensures they come back for more. The key isn’t choosing between them – it’s finding the right balance for your business.

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