This is the seventh post exploring my 8 digital marketing priorities in greater detail. This post will focus on retargeting your website visitors.
2- Site Web
4- Social Media
Before launching an image or brand building campaign, it is necessary to capture every possible easy sale you possibly can online and via mobile platforms. By “easy sale,” I mean those consumers who have decided to proceed in buying something you have to sell – whether it is from you specifically, from one of your competitors or the vendor is not yet decided upon but you do make or offer what it is the consumer is looking for. You must then be there where and when they are in research mode, or in the moments (hours & days) before they actually pass at the cash register, to influence where they actually go to spend their money.
Last week we covered establishing a 52-week Search Engine Marketing or Pay Per Click advertising campaign. Going after the easy sales also includes a base campaign Retargeting your own website’s visitors elsewhere on the web so to encourage the, to buy from you and not our competitors.
5d- Base campaign – Direct Response: Retargeting
What is Retargeting? Retargeting internet users implies tagging an individual (dropping a cookie on a browser on an individual’s device) to be able to recognize them in the future / elsewhere on the web (because they have your cookie).
Where this post and my 8 strategies are concerned, this means a company dropping cookies on their website’s visitors’ computers after they’ve demonstrated a specific behavior such as abandoning an online shopping cart to then retarget this individuals elsewhere within a few days with a special offer for one of the products or services they were checking out. In other words you’ll show a very relevant message to a brand friendly audience.
As people are buying from you on a continual basis (most likely), regardless of seasonal highs and lows, you should constantly be trying to reach those people who have shopped you (but didn’t buy) recently as you may get a few of them to finally convert. Your retargeting campaign should thus be always on (52-week).
Be as specific as possible with your retargeting – as precise as necessary to capture your consumers’ attention in a positive way. Avoid being so precise where it might actually backfire on you. I’m referring here to where the targeting would become eerily close to appearing like stalking to your consumers (such as specific model, options and color) – that could turn them off and push them away. Be aware that the actual level of visibility for any one specific ad will remain quite low compared to other non-targeted campaigns.
A good practice with retargeting is to apply no frequency cap as positive ROI has been documented on users exposed over 20 times.
In order to extend your net as widely as possible (to retarget those who’ve visited your website), you should consider real time bidding through ad exchanges which can now reach close to 100% of everyone online. RTB will also simplify your campaign management and ultimately save you time.
Next week we will look at priority #5: intent-to-buy targeting campaigns
Please don’t hesitate to leave a comment below: would you change the order of digital marketing priorities I’ve put forth? Have I forgotten anything significant?