What Is Retargeting and Why Should You Care?
Ever visited a website to browse, clicked around a little, and then suddenly started seeing ads for that brand everywhere? That’s retargeting. And when it’s done well, it’s not annoying—it’s effective.
Retargeting (also called remarketing) is an innovative digital strategy that helps you reconnect with people who have already shown interest in your brand. It’s not about cold outreach—it’s about re-engagement.
At RBOA, we use both Google Retargeting and Meta Retargeting (Facebook & Instagram) to help associations, nonprofits, and businesses of all sizes stay visible, relevant, and ready when their audience is.
Real-World Retargeting Use Cases
1. Reaching Potential Members or Customers Who Visited Your Website: Someone may have explored your membership benefits or browsed your product page. With retargeting, we can continue the conversation, keeping your brand top of mind until they’re ready to join, make a purchase, or connect.
2. Promoting Events After Initial Interest: If someone viewed your conference or webinar page but didn’t sign up, retargeting gently nudges them back with reminders or fresh value. For businesses, this works wonders for seasonal promotions or limited-time offers.
3. Reinforcing Advocacy or Public Campaign Messaging: For issue-based campaigns, retargeting helps ensure that anyone who engages with your message continues to see it consistently across platforms, making it ideal for public consensus-building or legislative awareness efforts.
4. Following Up on Video or Social Engagement: Retargeting enables us to reconnect with individuals who have watched your videos or interacted with your posts. For businesses, that could be a product explainer. For associations, a testimonial or a story. Either way, it strengthens recall.
5. Strengthening Loyalty or Upselling Opportunities: Already have members or customers? Retargeting allows you to promote renewals, upsells, special offers, or add-on services to individuals who are already familiar with you. It’s a low-cost way to grow deeper relationships.
Why It Works
Good retargeting isn’t pushy—it’s helpful. Our goal is to keep your message present without overwhelming your audience. With the right rhythm and relevance, it becomes a gentle reminder, not a digital pest.
Retargeting meets people where they are—mentally and digitally. Instead of restarting the conversation each time, you’re simply picking it back up. That makes it one of the most efficient ways to convert interest into action.
Whether you’re growing your membership, launching a campaign, promoting a service, or planning your next event, retargeting helps ensure your brand or cause doesn’t get forgotten.
The Wrap
Retargeting helps businesses, nonprofits, and associations build awareness, deepen engagement, and inspire action—all by reconnecting with people who have already shown interest. At RBOA, we help clients turn curiosity into commitment.
Want your message to stick (without shouting)? Let’s talk.
RBOA is a digital marketing agency with a 40-year legacy of creativity, smart strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.
FAQs
- Can retargeting help with customer or member recruitment?
Absolutely. If someone visited your website or viewed your content, retargeting helps bring them back to complete a purchase, register for a webinar, or sign up for your services. - Is retargeting too aggressive for a nonprofit or association?
Not if it’s done with care. Our campaigns focus on value-based reminders, not high-pressure sales tactics. - Can I retarget people who watched my videos or social posts?
Yes! This is one of the most effective ways to continue a story or message across multiple platforms. - How long should a campaign run?
It depends on your goal, but we generally include retargeting for most of our marketing efforts. It is highly affordable and a crucial component of a digital marketing plan. - Will this work for both services and products?
Definitely. Retargeting is flexible and effective for e-commerce, service-based businesses, events, and advocacy efforts alike.