Successful businesses have robust marketing campaigns, spanning many forms and mediums. Even if one aspect, like mailers, is a total flop, they have other avenues to fall back on. Digital advertising can be the most valuable marketing avenue in your company’s retinue, because it lets you track specific goals, down to individual pages visited on your website. If you’re looking for a new technique to use in the revitalization of your online presence, retargeting in related industries just might be your ideal solution. Visitors don’t exist in a vacuum, after all.

What is retargeting?

Before you can effectively retarget in sister industries, you need to have a basic understanding of this increasingly popular concept. In a nutshell, retargeting is a technique that involves tracking — more innocuous than it sounds — visitors to your website and showing specialized ads to those who leave your site without converting. This technique is useful for pulling people back in and guiding them further down the sales funnel. Instead of simply attracting someone to your website only to have them immediately leave, retargeting strives to attract those who have already expressed interest in your site, making them more likely to come back and see what your company has to offer.

Why retarget on other industries’ websites?

Companies utilizing online advertising mostly stick with platforms related to their own industry. The theory is that, by attracting users from a related website, the company is more likely to make much sought after conversions and keep customers returning again and again. While this idea certainly has merit, there are benefits to advertising on related sites, too. If you run a hotel, for instance, you can run retargeting ads on travel blogs, flight booking websites, car rental sites and tourist-centric sites in your area. This allows you to place your advertising across a wide array of industries, instead of sticking to just one or two.

Determining your audience

In order for retargeting to be effective, you will need to have a firm grasp on the demographics that make up the majority of your audience, as well as the websites those visitors are likely to visit. You may need to take some time to research the interests and online habits of your target audience, but this process will be well worth the effort. Once you understand the makeup of your audience, you will be better able to target your audience on various websites that do not necessarily pertain directly to your industry. Best of all, once a user from your target audience has made a purchase, you can further retarget him with related goods or services to turn a one-time customer into a valued return customer.

Retargeting continues to evolve, and what works at one time may not be the right tactic in the future. However, as of right now, companies choosing to retarget in related industries are seeing vast increases in conversions. If you are struggling to attract return visitors to your website, this new and improved form of retargeting just might be worth looking into.