Marketing in its essence is comprised of creativity, psychology, and skill. Even though most marketers live with the idea that a ”killer idea” will make a killer marketing campaign, that’s far from the truth. Nowadays, marketing has turned to the digital environment and most of today’s companies and small businesses must adapt.
Every single marketing has a specific purpose, but most of the times, the only aspect that matters are the results you get at the end of your campaign. While sending targeted traffic back to your website is the first part of the process, turning them into leads and then into customers are two entirely different processes.
To develop an exceptional marketing campaign that delivers results, you must never neglect the traffic that has bounced off your website in the past.
Retargeting is the art and skill of displaying ads to people who have already made contact with your brand through your website but have decided not to go through the entire sales process that you have prepared for them. Simply put, retargeting your audience means bringing them back to your funnel and encouraging them to consider your offer again.
In today’s post, we’re giving you many insightful tips and tricks that’ll help you build killer remarketing campaigns that will always deliver results. Pay attention and apply!
1. Identify and Understand Your Target Audience
Before even considering launching a remarketing campaign, you need to pay attention to the most important basics of any online marketing campaign.
Understand Your Unique Visitors
Basically, you need to know who your potential customers are, what do they want and need, what their problems are, how do they behave, how much money do they have, and so on. Basically, you need to develop an initial “target persona” that’ll be identical to your “ideal customer”. This is the first part of the operation.
Only Look Forward
Whenever you perform a remarketing campaign, you should only look forward. Don’t over-analyze why your users bounced off your pages. Instead, think of solutions that’ll bring them back immediately. Think of the future instead of the past.
Develop Specific Remarketing Target Audiences and Personas
Depending on the moment in which your users have left your sales funnel, you should create different “remarketing target personas”, which are different from the initial personas that you have created. Visitors who have quit the process while they were at the Checkout should be one category of personas. The ones who have read an article and left should be another. Depending on your audience, create different retargeting personas and use different ad copy for each. This will improve your relevancy and performance.
2. Choose The Right Remarketing Platform for Your Own Business
In order to properly remarket your brand, you should make use of one or more of the following remarketing tools:
Google AdWords is the first and most obvious option for reestablishing contact with the traffic that bounced off your website. However, you’ll be able to show advertisements only on Google’s Display Network, which includes thousands of third party websites, YouTube, Google+, and so on.
AdRoll is a truly popular remarketing platform that succeeds to satisfy many marketers. This platform does not only allow you to showcase your ads on the web, but also lets you retarget on platforms such as Facebook, Instagram, and Twitter. They don’t shy away from offering you another important option, which is the mobile retargeting feature.
This remarketing platform is perfect if the majority of your traffic comes from mobile devices. ActionX allows you to target and to retarget depending on mobile characteristics and features.
A perfect tool for beginners. If you’re just starting out with remarketing, this platform will give you easy and simple “moves” that’ll allow you to quickly develop and launch your campaigns.
3. Develop and Implement Effective Retargeting Strategies
Once you know who to reach and you also have the proper tools to do that, you’ll need some good strategies for returning your customers back to your site. Here are some ideas.
Develop Extremely Personalized Ads
The more personalized your ads are the better effect they’ll produce. If your ad is extremely relevant to the user, they will come back for sure.
When people see the word “Discount”, their entire attention shifts towards the potential opportunity that they could get. Discounts will often determine your previous shoppers reconsider their decision, as many of them turned down your offer because it was too expensive.
Trigger Urgency by Offering Exclusive and One-Time Deals
“People hate to miss opportunities. To draw their whole attention, you should play dirty and offer them a “one-time-only” type of deal that is both exclusive and urgent. Let people know that the offer will end in a matter of hours and notice how your sales are quickly going to show up.” – Sharon Hooper, marketing pro at UK Bestessays.
Promote Additional Products to Existing Buyers
You shouldn’t limit your retargeting strategy to only one-time customers. In fact, you should keep promoting additional products to people who have already bought something from you.
4. Measure, Optimize, and Scale Your Remarketing Campaigns
Lastly yet very importantly, you must consistently measure, optimize, and scale your remarketing strategies and campaigns.
Start by measuring your website’s traffic. Try to understand which ads perform best and which bring the worse performance. Eliminate those who bring unsatisfying results and scale the others.
Moreover, you need to keep track of your CPL (cost-per-lead) metrics. Understand how much you’re spending to bring each person back to your website. When it comes to retargeting, your CPL is defined by the clicks back to your website or the successful generation of an opt-in lead.
Keep your eyes open for patterns. Try to understand what optimizations lead to the best increasing performances and repeat everything that has worked before. After all, you’ll come across thousands of problems but you’ll find thousands of solutions.
Lastly, you should scale your every retargeting campaign that delivers a satisfying performance and brings you back the traffic which “got lost” in the past.
Every major success comes after more attempts that could as well lead to failure. Retargeting is an extremely complex process. However, once you understand how everything works and you’re up to speed with all the features and options that it gives you, marketing becomes a piece of cake. You’ll never run a campaign without considering a retargeting strategy first, and that’s good because you know what? Remarketing rocks!
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