6 Retargeting Mistakes That Can Spell Disaster for Your Campaigns
4. Forgetting About Social and Email Retargeting
Social retargeting allows marketers to fine tune their audience segments and reach out almost down to each individual who would be a perfect match for their brand’s messaging. Demographic and behavioral aspects that cannot be factored into regular retargeting campaigns are available for the taking.
The results are there for all to see. Research shows that retargeting campaigns on Facebook get twice the number of clicks that regular retargeting campaigns get. On Twitter too, retargeting can be made as simple as adding a "Buy" button to your product tweets:
Email retargeting is another extremely effective, yet oft overlooked form of retargeting. Specific actions taken by a user can be triggers for email campaigns that help nurture the user and guide him into a path culminating in conversion. Email provider Epsilon estimates that triggered emails receive 152 percent higher clickthrough rates than regular email newsletters.
5. Getting ‘Salesy’ on Social
People go on social media to look up their friends and find out what’s cooking in the lives of people they know. No one logs on to learn how awesome the product you’re selling is. On other websites like a news portal or an op-ed blog, your retargeted ad can sell to the customer in a straight forward manner.
However, the rules of engagement on social media are different. Post like a person and not a business that’s trying to sell stuff. This means, your retargeted ads on social media are better off sounding like a post from a friend than the pitch of a used car salesman.
6. Landing Page Woes
Anyone can set up a new website these days. Setting up and optimizing landing pages is even easier. But all the greatest tools in the world will be no good when your landing page does not check of the fundamentals to capture and successfully convert leads. Landing pages are to retargeting campaigns what fingers are to mittens.
Some of the key factors that determine the success of a landing page include:
- Set up tracking code from the retargeting campaign on your landing page to identify visitors that came in and track campaign performance.
- A landing page must match your ad’s messaging. One that speaks a different language than your ad is only going to confuse your users and waste a perfectly qualified lead (who has taken the time and made the effort to check you out again).
- Keep your lead form short and sweet. Ask for the bare minimum details — you might already have a few because this isn’t your first interaction. Once the customer gets going down the conversion funnel, you can always solicit additional information at a later date.
Until the advent of retargeting, marketing was a hit or miss affair. If a user missed your ad, there was no other way of identifying the same user and exposing them to the ad again. Retargeting has solved that problem for you. Armed with a tool that helps your marketing become more cost efficient, it’s up to you to set up the campaigns in such a way that maximizes returns while minimizing the cracks that leads can slip through.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.