Retargeting is a powerful way to increase the ROI of your marketing efforts. It keeps potential customers in your funnel and allows for highly targeted messaging. We talked to Evan Weber of Experience Advertising to get his tips on how to make the most out of your retargeting campaigns.
Below you can watch the interview and read some key takeaways.
Segmenting and Frequency
The ads should be visually appealing and resonate with the user’s previous interactions. But creativity must align with compliance. Adhering to privacy regulations like GDPR is not just responsible; it’s essential.
When it comes to frequency, it’s critical to find the right balance.
Repeatedly showing the same ad can be counterproductive. Frequency capping ensures that you’re not overdoing it, finding that perfect balance where your brand stays top of mind without becoming overwhelming.
Social Media Retargeting
Social media offers a wealth of opportunities for retargeting. But choosing the right platforms is essential.
You need to know where your audience spends time online to choose the right platforms.
Social media is about engagement. Use interactive elements like quizzes, polls, or videos to capture attention. A compelling narrative can turn a simple ad into a conversation starter.
A/B testing allows you to experiment with different ad variations to find what resonates best with your audience. It’s about refining your approach to achieve the best results.
Email retargeting isn’t just for customers in your database. Website visitor identification software like LeadPost allows you to target anonymous website visitors, turning missed connections into potential opportunities.
Sending personalized emails this way can make your brand more memorable. You can personalize your campaigns based on browsing behavior.
And remember that timing is key. Test different approaches.
Mobile Optimization and Compliance
With many users browsing on mobile devices, your emails must be mobile-friendly. And just like with display ads, compliance with legal regulations is paramount.
Direct Mail Retargeting
Website visitor identification tools also make it possible to market to anonymous visitors through direct mail.
Direct mail retargeting offers a personalized touch that digital channels often lack. Send a well-designed, personalized mail based on the recipient’s previous interactions. When done right, this creates a lasting impression and increases your credibility.
Quality materials and a clear call to action are critical to making your direct mail stand out. Presentation matters as much as the content itself.
Get Retargeting Right
Retargeting is not a one-size-fits-all approach. It’s a blend of understanding and strategy, creativity and analysis.
Whether it’s through display, social media, direct mail, email, or a multi-channel approach, success lies in understanding your audience and crafting campaigns that resonate with them.