You’ve heard it before: it takes seven touchpoints to close a sale. That means one tweet, one YouTube video, or a lone TV commercial simply isn’t enough to drive conversion. You need to show up repeatedly, with a purpose.
That’s where remarketing and lead nurturing come into play. These aren’t just buzzwords; they’re essential digital marketing tactics that keep your brand in front of the right people at the right times, long after that first interaction. Rather than people viewing your product once, they will come across it more frequently, leading to the potential sale that a company hopes to close.
The Power of Digital Follow-Up
The beauty of digital marketing is that it’s more cost-effective and precise than traditional methods. Gone are the days of throwing money at billboards or radio ads and hoping the right people see or hear them. Now, you can target by demographics, location, interests, behavior, and more.
Even simple, low-risk purchases, like choosing cereal in the grocery aisle, are often influenced by repeated exposure. Maybe it’s a familiar jingle, an experience, or a friend’s recommendation. Now imagine the impact of those touchpoints when it comes to major purchases: a $40,000 car, a $400,000+ home, or a multimillion-dollar industrial investment.
Today’s customers expect a consistent, relevant experience across all channels, and that means your brand must be present at every stage of their journey. From awareness to decision, trust builds over time. And the stronger your digital presence, the more likely you are to win the sale when it matters most.
Remarketing: Stay Visible After They Click Away
Let’s say you’re shopping online for a pair of black Nike sneakers. You browse around, add it to your cart, and get distracted before completing your order. A few days later, you’re scrolling and see an ad: “Still interested in the Black Nike Air Max Sneaker? Complete your order today.” You click, land back on the product page, and finalize your purchase.
While it may slightly feel like you are being watched or listened to when these ads pop up for something you previously visited or looked at, it’s remarketing at work.
When someone visits your site, a small piece of code (a cookie or tag) tracks their behavior. Platforms like Google Ads or Meta then serve follow-up ads across websites or social media, reminding them of what they saw and encouraging them to return.
With Google’s Display Network or tools like Facebook Pixel, you can create highly targeted ads based on specific pages visited—whether it’s a product page, demo signup, or pricing information. The goal? Bring warm leads back into your funnel and get them one step closer to conversion.
Social Media Retargeting: Reach People Where They Scroll
Social platforms are another powerful place to re-engage leads. Tools like Facebook’s Custom Audiences, Instagram, and Twitter’s retargeting allow you to show ads directly in users’ feeds based on their past interactions with your site.
The volume may be smaller than broad ad campaigns, but the quality is higher. These users have already shown interest. You don’t need to introduce your brand; you’re now in the consideration or decision stage. Tailor your messaging accordingly.
Social media retargeting doesn’t stop with display ads. Today’s platforms are also influenced by the content users consume and the influencers they follow. As you browse or shop online, you may notice a sudden uptick in suggested influencers or creators promoting similar products. This isn’t a coincidence—it’s part of the platform’s algorithmic targeting. By showing you relatable creators or influencers endorsing the types of products you’re already exploring, platforms help push you closer to making a purchase.
Lead Nurturing: Turn Interest Into Action Over Time
Think of lead nurturing as next-level email marketing, automated, behavior-driven, and hyper-relevant.
Let’s walk through an example:
Greg, a purchasing manager, visits your site in February researching equipment. He pokes around but doesn’t act. In March, he returns, reads case studies, downloads a white paper, but still isn’t ready to buy. On his third visit, he fills out a form with his contact info.
Now you know who he is, and what he’s interested in.
With platforms like HubSpot, you can:
- Pair his email with his IP and activity history
- Track past visits, time on page, and downloads
- Trigger personalized email campaigns based on his actions
If Greg browses your underground drilling product page, your system can automatically send him targeted follow-ups about that specific product, including case studies, pricing sheets, and demo invitations.
The result? An intelligent, automated, and highly personalized experience that nurtures Greg until he’s ready to buy, and alerts your sales team when it’s time to step in.
Don’t Let Warm Leads Go Cold
Most website visitors won’t convert on the first visit. But that doesn’t mean they’re lost. With remarketing and lead nurturing, you can maintain the conversation, build trust over time, and close more deals.
These strategies aren’t a one-time effort, they’re always on. And they work.
Ready to Get Started?
At Site-Seeker, we help brands build smart, strategic remarketing and lead-nurturing programs that drive results. If you want to reconnect with past visitors, increase conversions, and make your marketing work harder, we’re here to help.