That’s only if you approach it correctly… Retargeting simply doesn’t work with a one-size-fits-all solution. It must be thought through. Here we discuss your essential steps to begin to build your bespoke retargeting strategy.
1.Understand who you want to target
This should always be the first step. Defining who you want to retarget should help inform the goals of your retargeting strategy. Remember, the answer to this question shouldn’t just be everyone who visits your site.
Do you want to retarget users that have interacted with specific products or that have engaged with your content? What about targeting users that have searched for similar keywords? Then there’s those users that are on your email lists or that interact with your social media content.
Often the best place to start is dependant on where you will get the most ROI. With this in mind, do you know which 98% of visitors your not converting would give you the most ROI? It could be those that looked at a pricing page or added items to their basket which were abandoned.
2.Consider brand awareness
Whilst your ultimate goal for your retargeting strategy might be to drive conversions, this can’t be your only aim. Your potential customers will all be on individual paths to purchase and they will likely land on your site at different stages.
You can’t simply go for the conversion immediately. Brand awareness is extremely important and necessary to keep users engaged and your company front of mind before they’re ready to purchase.
3.Drive traffic to your website in the first place
To get the most out of retargeting, you must drive the right kind of traffic to your site in the first place. That means your SEO needs to be up to scratch, from both an on-page and link building perspective. How you approach social media will have an impact, as will your email campaigns.
Digital display will also be a crucial way to ensure you’re getting sufficient traffic. The key point is that you can’t approach retargeting as a standalone strategy. By viewing your digital advertising holistically, retargeting will work effectively and be enhanced by the work you’re doing elsewhere.
4.Keep fresh in your customer’s mind
Product remarketing is a crucial tactic to do this. Once a user has viewed a specific product and left your site to go elsewhere, you will be able to immediately retarget them with the exact product they first viewed.
As we mentioned previously, retargeting can be crucial for building brand awareness. So, how can you position your brand at the forefront of a potential customer’s mind? Helping them is an essential way to do this.
If they viewed one of your products, provide them with more information on its benefits and how it can assist them. For users that have searched for specific keywords, give them with an ad that helps solve their query, or if someone lands on your homepage, offer them more information on your key products or services.
6.Define your messaging
Is simply showing the product to your customer enough? Consider what approach will help them to convert, whether an offer or deal. When upselling to an existing customer that’s become unresponsive to your emails, take into account what hook you’ll use to re-ignite their interest in your brand. The right words can be very powerful.
7.Don’t give up on a potential customer
If your first ad didn’t work, don’t simply give up on that customer. Change up your ads and retarget them again. A change in image, call to action or messaging could have the desired impact. A/B testing is a fundamental aspect to creating a bespoke retargeting strategy for your business. Just remember to only change one thing about your ad each time to secure actionable insights from your testing.
8.Create customised landing pages
Sending every single customer to your homepage simply won’t work. There’s nothing bespoke about this approach. By deciding who you want to target and defining both your approach and messaging, this will dictate the required content on the customised landing page. When a user clicks through to the landing page, they know it will have been tailored for their needs and they’re much more likely to take the desired action.
You can get everything about your retargeting strategy right and then fall down when it comes to the customer experience you provide when users land on your site. Don’t make that mistake.
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