Retargeting is a digital marketing technique that re-engages prospects who have shown interest in a product or service you offer but have not taken a desired action, such as making a purchase.
Running retargeting on WhatsApp gives us more opportunities to build connections and convert prospects into customers.
How Does It Work?
There are two main methods:
- Based on pixels or cookies that track user behavior on your website.
- Based on the contact lists you already have in your database.
Retargeting is particularly effective because it targets audiences that already have some familiarity with the brand, increasing conversion rates and reducing customer acquisition costs.
Performance Marketing and WhatsApp
If we think about retargeting prospects via WhatsApp, we can view it as a performance marketing strategy.
Performance marketing focuses on campaigns where advertisers pay only for specific actions, such as clicks, sales, or leads. Applying this approach through WhatsApp allows businesses to use the platform not only to communicate with their customers but also to efficiently run targeted retargeting campaigns.
One thing we’ve seen successful companies do with WhatsApp is think of it as a performance marketing tool. They apply the same concepts: focusing on measurable results, scalable campaigns, and constantly optimizing messages. Not to mention, one of the most profitable features of this strategy: you only pay for the interactions you have with the customer.
Advantages of Using WhatsApp for Retargeting
- Re-marketing from the first conversation: You can start retargeting your customer from the first interaction, with highly relevant context
- Higher ROI: If the lead has already shown some degree of interest, WhatsApp is a much more direct channel, and the open rate of messages sent via WhatsApp is extremely high, reaching up to 98%
- Be where your customer is: WhatsApp is the tool your customer uses all day, every day, to talk about what is important and needed