In 2016 we examined the retargeting landscape and gave some tips on how to get started. For the uninitiated, retargeting is an online marketing strategy that allows your brand to stay in front of users who have left your site. By placing a tracking pixel on your website, you can track them when they leave and place an ad on another independent website, just to remind them how great your products or services are and persuade them to come back . This is usually done by retargeting searches, in which ads are served based on recent searches, and retargeting emails, where scripted emails are triggered based on specific user behaviors.
In recent years, retargeting has continued to grow as an effective means of acquiring new prospects and new customers. Here are some statistics to take into account: retargeted customers are three times more likely to click on your ad and 70% more likely to convert. As a result, 50% of marketers plan to increase their retargeting budget over the next six months and 20% have a specific budget. Some of our tips are still valid, as well as other new trends that deserve to be discussed.
In this blog, we will take stock of the digital marketing landscape in 2018, discuss what has changed and what is new, and discover where to invest your energy.
1. Content is still king
The goal of retargeting is to generate conversions, but you have to give people something concrete to facilitate that process. Content retargeting allows you to connect and offer added value to prospects who are not yet ready to buy without being too demanding. For someone who is currently only interested in your product, a white paper or an ebook at the right time can go a long way to steer them towards purchase. Assuming you have a well-established set of content already created for other purposes, this tactic should be free.
To determine the content elements to use for your campaign, determine what are the best performers after . How do you define what you define? The time spent on the page or the views / downloads can be a good starting point. If you can, sort your content by creating multi-touch revenue; If an asset has a proven track record of facilitating conversions, it's perfect for retargeting ads. Then, segment your content, so that users receive the right thing at the right time.
Here is how we discuss at Marketo:
Step of the buyer
Awareness: Users know your brand, but still need to engage
Infographic, checklist, slides, case studies
Commitment: Users have shown interest in downloads or forms, but are not quite ready to buy
Ebooks, white papers, final guides, webinars
Conversion: Users are ready to buy and choose between you and your competitors
Competitive Reports, Magic Quadrants, Live Demos
By segmenting your best-performing content like this, you're in the best position to get people to shoot the trigger.
The timing is everything
Even with content perfectly designed for the right audience, your retargeting strategy will collapse if your time is up. Wait too long and you risk losing interest, going too fast and you risk losing them. The timing of your retargeting efforts will depend on the type of audience you are targeting and the type of product you are proposing.
Here are some best practices:
Quick Strike: Your first targeting ad should appear shortly after the first contact. Catch these visitors for the first time before you forget and go with your competitors.
So slow down: After your presentation, slow down, so you do not lose your home. Create a frequency limit that controls the pace of your display ads. And for those who do the conversion, make sure you have controls to extract them from your ad feed.
Synchronization with Key Events: Important events are a great way to reactivate your audience without being too intrusive. Consider retargeting with a registration discount before your next show or informing your audience of a product launch or an upcoming service upgrade.
Monitor Behavior: Use a tool to track how users use your website to ensure that your retargeting efforts reflect recent behaviors such as page visits, forms and recent downloads.
15 years ago, the standard was two points of contact before the purchase – now this number can reach six . If you give a full conversion credit to the first or last ad that the user clicked on, you do it badly. By simplifying the sales process to the extreme, you refuse the opportunity to optimize spending in the right channels. In addition, without the ability to underline the concrete impact of various marketing efforts, you risk seeing the budget reallocated to "better performing" services.
There is no one-size-fits-all solution for allocating revenue, as it will depend on the path of your buyer. This may be difficult, however, with research by AdRoll that has shown that the greatest barriers to implementation of attribution are lack of knowledge and technological limitations. So, how do you solve the problem of income attribution? Consider investing in marketing attribution software such as Bizible, which combines behavioral and advertising data with sales results to help you make the right marketing decisions. Getting this data gives you the information you need to properly optimize your retargeting campaigns. Without this information, you shoot in the dark, spending your money randomly instead of using it at best.
Do not forget that most web site visitors do not convert on their first visit. It is therefore essential to retarget them to keep in touch and stay in the lead until they are ready to buy. With the right message and the right time, you are in the driver's seat to achieve that goal. And with a meticulously measured allocation, you are able to prove that all of this is worth it.
Are there any other retargeting strategies that I missed? Tell me about them in the comments.
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