With competition increasing day by day, it’s crucial for brands to go beyond the basics and explore innovative strategies to stand out. One such strategy that often gets overlooked is ad retargeting.
In this Ask Aaron video, we’re going to delve into why retargeting is not just another checkbox to tick, but rather, an incredibly powerful tool.
Retargeting strategy 101: Beyond the basics
Most ecommerce brands acknowledge the importance of retargeting, but few truly leverage its potential. Read on to discover how you can unlock the potential of your retargeting strategy.
Break away from vanilla retargeting
Vanilla retargeting refers to the basic approach of showing generic ads to users who have visited your website. Creative retargeting goes beyond the norm and infuses personality, brand values, and unique selling points into your retargeting strategy.
Map the customer journey
To create an effective retargeting strategy, understand your typical customer’s buying journey. Identify touchpoints – consider the various interactions a customer has with your brand, such as Google searches, ad clicks, social media exposure, and more.
Segment for personalisation
Tailor your retargeting efforts based on customer segments and their specific journey stages. For instance, an online customer may need different messaging compared to someone considering an offline visit to a store.
Integrate content marketing
Use retargeting as an opportunity to provide value through content marketing.
Guide users towards informative guides, resources, and content that align with their current stage in the buying process.
Create evergreen funnels
Develop an ‘evergreen’ (consistently relevant and valuable) funnel that maps out the user’s journey over a set period. Plan content and ad messaging that reflects the buyer journey, and evolves as users progress through different stages of consideration.
Craft a digital conversation
Retargeting is like having a conversation with potential customers, guiding them along the decision-making process. Think of retargeting as helping a potential buyer and ensure your’re providing information that addresses their questions and concerns at the right stage of the buyer journey.
Don’t forget post-purchase retargeting
The conversation doesn’t stop after a purchase! Aim to utilise post-purchase retargeting – this is a great way to reinforce the value of a customer’s decision, and can help alleviate any ‘buyer’s remorse’.
Stand out in a sea of similarities
More often than not, many ecommerce brands settle for mundane retargeting efforts, making the creative ones stand out even more. However, brands that infuse personality, empathy, and unique messaging can go the distance, capturing audience attention and fostering a deeper connection to stand the test of time.
Collaborate with an agency
For brands working with digital agencies, don’t settle for a mere checkbox of retargeting.
Collaborate with your agency to create dynamic retargeting strategies that align with your brand’s essence and customer journey.
In a digital landscape where consumer attention is fleeting, creative retargeting can make your e-commerce brand truly shine. Spice up your retargeting strategy and watch your brand’s online presence transform in exciting ways.
Are you ready to transform your digital marketing strategy?
👋 I’m Aaron, connect with me on LinkedIn.
I’m the Founder & MD of Evergreen, a digital marketing agency that specialises in growing ecommerce & retail brands.
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