We have all heard the term “retargeting” regarding online marketing—but if you’re like many people, you may be wondering, what exactly is retargeting? What makes this strategy effective for trucking industry businesses?
Retargeting, or remarketing, is online advertising that can help you to keep your brand in front of bounced traffic after visitors leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting helps companies to reach the 98% of users who don’t convert right away.
Site-based retargeting serves ads to visitors after they leave your website. These ads appear on a variety of other sites around the web, keeping your brand in front of bounced site visitors—including potential clients or job applicants—to recapture their interest.
Retargeting is effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. Companies of all kinds use retargeting to stay in front of key prospects and customers, increasing sales and keeping their competitive edge. Driver vacancy recruiters can use retargeting to keep their companies in front of qualified applicants and increase truck driver application completion.
How to Put Retargeting to Work for You
Now, the big question: how does retargeting work?
Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.
Retargeting is a powerful branding and conversion optimization tool, but whether you want to increase your overall truck driver reach or fill a direct driver vacancy, it works best if it’s part of a larger digital strategy.
To direct truck driver traffic to your website, use a marketing strategy that includes optimized social media pages, effective content marketing, Google Ads, and targeted display ads.
Retargeting can help you to increase conversions, but it can’t drive people to your site if they’ve never visited. Your best chance of success is to use one or more proven marketing tools to drive traffic, then use retargeting to get the most out of that traffic.
End Your Truck Driver Shortage with a Powerful Marketing Partner
Whether you want to take advantage of retargeting to fill a driver vacancy or appeal to potential clients, you need the right marketing partner to get there. Skip the endless internal analysis and unlock comprehensive support for your marketing objectives with the KJ Team. From making the most of your social media offerings to rethinking how you recruit a truck driver, we’re here to help you go further.
Contact the KJ Team at 800.620.9967 or use our contact page.