Having new customers is great, but isn’t it better if they become regulars?

We saw in the previous article that customer acquisition takes effort, time and money to generate positive results. So it makes sense that you would not want to have to start this process over and over again – that’s why we have customer retention tools.

Buying is a cycle, so once you get your customer to make the decision to purchase your product, you also want to ensure they think of you when they next time they need you!

So without further ado, let’s dig into the last part of this Web of online advertising series with the best retention tools for independent business owners.


If your knowledge of retargeting is still a little shaky, you can check out our guide on what is retargeting and how it works.

The idea with retargeting is not to continuously be in your customer’s face (believe us, that’s not the way to go). What you want is to build different touch points to give multiple opportunities to your user to convert. The goal here is brand attachment, so that you create a strong enough bond with the customer that when time comes, you become that top-of-mind brand.  


Interesting fact: while 98% of people will not convert on their first visit on your website, they are 3 times more likely to do it if retargeted. So it must be worth a try! If you need more reasons, check out our 4 reasons to start retargeting.

Email remarketing

Retargeting is highly effective, but you are still competing with the other ads that surround your customers. That’s when email remarketing comes to play: with this channel, you get a chance for one on one time with your customer and an opportunity for more customized messages.

For that, you need to ensure to have an up to date database and at least a name and email address for each of your customers (pretty logical). The key here is to know your audience well enough to share a compelling message and relevant information to generate the most engagement with customized emails.

A word of caution though: a continuous sales pitch or intensive emailing is almost sure to land you in spam or get you blacklisted by the recipients. Emails should be used to either remind customers of products they liked or to educate them about your industry. Monthly or quarterly newsletter are perfectly fine and will help you retain customers.

A great way to leverage email remarketing is with shopping cart abandonment. Around 77% of customers abandon their online shopping carts, but with a gentle reminder that their cart is still available for check out, but 18% of those will convert.

For more tips on how you can decrease your shopping cart abandonment rate, check out our full guide.

Social Media

As we have seen in the previous article, social media is great for attracting new customers: with precise targeting options, you can reach your prospects fairly easily. But what about retention? Your customers spend a great deal of time on their social media, and just like retargeting, adverts on those platforms can serve as a gentle reminder that you are there when they need you. It is also a great way to promote your upcoming sales and new products.

Again, keep your content relevant and fresh, and avoid bombarding your audience with adverts. We’ve all scrolled through our feed to find the same ads two, three, ten times a day. The outcome will be one of two things: people will either glaze over your ad, or actually request to not see any ads from you anymore.

With the different platforms available, social media can help you build engagement across multiple channels, so by being strategic about when to use what platform, you can reach your customers numerous times without being overwhelming.

Now that you have both piece of the puzzle in hand, let’s take a look at how all of it fits in your marketing strategy – Next week, check out our final piece on how to break down your budget and the optimal way to use those tools together!