Facebook Best Practices
Retargeting in Lead Generation: Separating Fact from Fiction
Retargeting is a widely used marketing tool, but as with anything, it has its pros and cons. As someone who has been in the lead generation space for a while, I have a love-hate relationship with retargeting. In this post, I aim to explore my thoughts on retargeting and explain why I think it has a fundamental misunderstanding in the context of local lead generation.
First and foremost, I believe that retargeting should never be the primary focus of a lead generation campaign. The goal of lead generation is to generate direct-response leads and retargeting, at its core, is just a form of content and branding. While it may have its uses in some contexts, retargeting is not the solution to every lead generation problem.
In my experience, retargeting is often overhyped and misused. It’s not uncommon for people to believe that retargeting is the silver bullet for lead generation, but in reality, it’s only effective in certain situations. For local lead generation campaigns, frequency is crucial. The goal is to get your ad in front of the target audience as many times as possible, and retargeting can help with that. However, it’s important to understand that retargeting should be used in conjunction with other tactics and not relied on as the sole solution.
It’s also important to note that retargeting is not a magic trick that will instantly boost conversions.
In fact, I’ve found that retargeting can often be a waste of money if not used correctly. This is because retargeting only works if the target audience has already shown an interest in your product or service. If they haven’t, retargeting will do little to nothing to convert them.
In conclusion, retargeting is a useful tool, but it’s not the be-all and end-all of lead generation. It’s important to understand that retargeting should be used as part of a larger lead generation strategy, not as the sole solution. As the lead generation landscape continues to evolve, it will be important to understand the role that retargeting plays in the context of local lead generation and how it can be effectively used to drive results.
