Retargeting marketing defines the difference between salespeople and marketers. Salespeople focus on conversions while marketing people focus on… marketing? Marketing should be directly linked to conversion optimization: no one in this day and age is going to buy into a business because of a generally projected ad campaign. Here are a few do’s and don’ts to help your company stay relevant.
Tactics of retargeting marketing
- Do Create a Sense of Urgency
- Concrete numbers help nudge potential customers into action by creating a feeling of urgency. Scarcity is an invaluable tactic whether it’s quantity-related (2 items left in stock) or time-related (1 hour left before sale ends).
- Don’t Just Consider a Sale as a Conversion
- Technically, your conversion rate is measured as the number of goal achievements reached in relation to the amount of overall visitor traffic. You get to define what a goal achievement is. Re-engaging with a potential customer who abandoned their shopping cart can also be seen as a conversion. Marketing a special offer, like free shipping, is also an example of a conversion event.
- Do Diversify the Types of Retargeting Marketing Offers You Use
- Give it a week. Then change the tone, graphics, and/or methods of your pitch. Change it up and keep them interested in order to recapture audience attentions and keep your campaign fresh. Optimize failed retargeting ads.
- You can even go the extra mile and adapt your campaign to incorporate accompanying accessories or products, because there’s nothing worse than showing them a similar product and accidentally inducing buyer’s remorse (a retargeting marketing mistake too often seen).
Retargeting marketing core principle: less is more
- Don’t Retarget Everyone
- Your retargeting marketing strategy should focus on the segment of potential customers you are most likely to convert. Organizing your actions to identify those who are farther along the purchasing cycle will save your campaign money and bring in higher quality leads.
- Do Know When to Call It Quits
- Retargeting marketing is great, but if users see too many of your ads you can begin to sound like a broken record. Harping on consumers who most likely won’t be converted may encourage a negative brand association and that’s nearly irreparable.
- Don’t Sweat the Small Stuff
- Short-term goals are unrealistic. Retargeting is a long game. Brand value and trust don’t increase overnight. Cultivate your company culture and message, reinforce the value of your business, build it up and they will come.
Retargeting marketing can be the worst approach you ever considered if you don’t treat it like a mean to positive results and use it just because you feel you should. Too much, too often, too weak, lacking pertinence, lacking value: don’t use it. Precisely crafted, segmented, targeted (hence the name), offering a real benefit: do.
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