Tips to Retarget
In every successful digital marketing campaign, it is important to remember to retarget your audience when needed. Retargeting allows you to boost customer retention, brand awareness, and brand recognition. Setting up digital media retargeting campaigns requires maximizing efficiency by developing significant data analysis tactics and optimization strategies.
Here are our tips to retargeting your brand campaigns:
Retarget Specific Audiences Through Segmentation
In any digital marketing campaign, it is imperative that the message matches the specific audience. Social media retargeting strategies require thought into what asset, either messaging or imagery, will appeal to a specific target audience.
Information such as demographics, which channel is the source of generating the most leads, and where the interaction took place are examples of key points to consider when segmenting your audience. Understanding your audience is also critical to choose the appropriate time and location when re-engaging the right message.
The best way to segment your audience is to utilize your consumer data to find out where and how they interacted with your content. For example, a good way to do this is through Google Analytics which dives deeper into by tracking conversions. The retargeting strategy should target the users that haven’t converted quite yet to encourage them to take action.
When retargeting to a specific audience it’s best to keep these 3 key tips in mind:
Contextualize retargeting through demographic and social profiling
Retarget your most valuable audience segments through personas
Retarget users that have run a site search, but have not yet transacted
Retarget Your Paid Media
Retargeting on paid media focuses on audiences that have visited your website or social media platforms. Social media provides excellent tools to utilize for managing and launching retargeting ads. Many advertisement platforms allow you to upload your own lists of contacts or companies to target prior to launching and when retargeting your campaigns.
Cross-channel marketing also allows you to connect with users across multiple social media platforms and websites they frequently visit. This can be used when retargeting to benefit brand visibility for boosting brand awareness across many websites and social platforms.
Keep an Eye on Advertising Frequency
When first targeting your audience, advertisement frequency does not come to mind because your advertisement simply has not reached anyone yet. However, frequency can often go overlooked when retargeting.
Heavy advertisement frequency can change your advertisement from new and positive to negative very quickly. Once a consumer sees your advertisement more than three or four times, your consumer may become annoyed which will affect current and future conversions.
A way to avoid this is to remember when retargeting to implement an advertisement frequency limit on your media campaigns. Once a specific audience or consumer has seen the advertisement more than three times, it is best practice to shift to a new creative to bring back that new and fresh feeling.
Embrace the emotional element of advertising
Everyone is guilty of making impulse purchases once they see an advertisement that is emotionally appealing to them. It is human nature to purchase products or a service based on what our emotional triggers are.
It is important to appeal to both the emotional and rational side of your potential customer in your advertisements. However, talking about emotional benefits and connecting with your customer is often best practice to generate more conversions– we are all human!
To summarize, retargeting helps you win back visitors; and then turn them into buyers, subscribers, product advocates, and more. By retargeting specific digital media campaigns, you can increase brand awareness, recognition, and dive deeper into understanding a new, specific target audience.
