It’s almost universally accepted that our browser behaviour is monitored and tracked. Retargeting is one of the most common tactics used by marketers and advertisers to deliver more results from their website traffic.
But there’s a key question one should always ask when putting together a retargeting strategy.
Do they want you to retarget them?
Or do they see your ads on their newsfeeds as a nuisance and think—“Get this business away from me!”
How retargeting works.
Typically, a tracking code is placed on a website (commonly known as a tag or a pixel). Then, website visitors are grouped into audiences which are then retargeted with different content accordingly. For example, website visitors can be grouped based on which products and pages were viewed, items purchased (or not purchased) and so forth.
Then relevant content (social ads, display ads, emails) is shown to the relevant audience usually on another platform.
Typically the ‘go-to’ for advertisers is to show the exact product the user was looking at in an effort to re-engage. Usually, a single static image, a carousel or a “highly produced” video is used.
Most people can distinguish between an ad in the newsfeed and the content they really “like” (pardon the pun) in less than a second. People hate being retargeted or “being followed around”. Most people hate being sold to. But, retargeting is still an extremely effective strategy.
Most eCommerce brands will retarget their website visitors with pretty pictures of the products the users were browsing a few hours/a few days ago. SOCIAL MEDIA IS FULL OF PRETTY PICTURES. DO BETTER! Instead: Translate the emotion people feel when they buy your product.
The copy in this Rothey’s social ad does all the work. It’s rhythmic, playful and gets across the key benefits of the product. When people buy these shoes they feel like their getting an amazingly practical, and fun product. You can feel that, through the ad. Putting in the extra effort (or hiring a copywriter) can make the difference between delivering ‘another annoying advert’ or a consumable piece of content people can enjoy.
Okay, now let’s talk B2B.
Typically, the B2B funnel involves some form of email campaign talking about the product or service. Often B2B businesses default to dreary ‘newsletters’ or pushing some imaginary time limit on a sale. Yawn!
Case studies are killer for b2b brands. It is easier for an employee or business owner to convince their team that your product or service is right for them when there are case studies to point to. Highlight areas in which your offering specifically provided a solution to your customers’ needs. Here are a couple of examples from SquareSpace and Google no less. The email from Google invites users to view case studies and some key metrics relevant to marketers interested in the platform.
SquareSpace attempts to address a potential pain point for customers on the platform and highlight a few examples of brands using the platform to build their own websites.
It’s not as hard as you think’ – evidently from the headline copy in both ads perceived difficulty using the platform is a barrier for both audiences. None of these ads features sales or time limits, just real value for the end consumer.
Retargeting is one of the most effective strategies used by advertisers today – providing customers with relevant useful content is by far the way to go, want to know what this can look like for your business? Get in touch with us over at Nous Digital. You can also take a look at our entry-level retargeting plans from Cakecrumbs here.