Remarketing and targeting past consumers is an important part of a brands’ digital marketing strategy. Why? It can help increase sales and conversions, create brand awareness and is cost-effective. This tactic involves ads that are shown to people who have visited your website in the past; it encourages customers to come back and revisit your business. This is a powerful strategy because it allows marketers to continue the conversation online and drives consumers to make purchasing decisions.
With certain tools and services made available to businesses online, it has been a whole lot easier for small brands/businesses to set up their own remarketing campaigns. A proper campaign will understand the average consumers needs and target their emotions. How can you ensure that your campaigns reach the right audience? How can you succeed with this specific type of marketing? We have a few ideas…
Spread campaigns across multiple channels
Most businesses choose a specific channel for their remarketing campaigns, but consumers aren't on just one channel. It’s extremely important to reach consumers where they are, whether it be on Facebook, Instagram, Pinterest, Twitter or TikTok. To help you discover the platforms where your audience is most active, use tools such as data and analytics. In the end, you want to make sure you aren’t displaying ads on an empty platform, take advantage of the tools that technology provides and better your remarketing.
Target the correct audience
This goes hand-in-hand with our previous point. In order to have a great remarketing campaign, thought and creativity need to go into it so that it will appeal to the right audience. For example, if you are targeting vegans, you wouldn’t advertise a new hamburger meal to them. So, instead of broadly advertising to the masses, create messages and ads that specifically appeal to interest-based groups. All in all, you can create better customer experience by appealing tp audiences needs and desires. The more specific you are with your remarketing ads, the more personalized the experience will be.
Don’t expect perfection
There's no straight road to success. The key point here is to learn from what worked and what didn't, and keep improving your business model. Track and compare retargeting efforts across multiple platforms and see what your mistakes were. By leveraging data, you can improve your ads, limit costs, generate more leads, increase conversions and generate more business. Expect some trials and errors and move past them to better your campaigns. The more that you learn about your target audience, the better your remarketing campaigns will be!
Set goals
It’s always going to be important for businesses to set goals and refer to them when making marketing decisions. If brand awareness is the goal, consistently post to your main platforms, but at the same time, don’t overwhelm your audience. To ensure that this doesn’t happen, have a specific posting schedule and content plan, that way, you have a set schedule on what and when to post to fully optimize your online presence without overcrowding the platform. When setting up a social media ad campaign, you need to consider the uniqueness of it and remember to focus on your overall marketing goals. Remember that it will be a learning process at first, don’t expect results right away.
