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Let me start by briefly explaining what retargeting is. The vast majority of people who visit your site aren’t ready to buy. What retargeting does is help you to reengage potential customers after they leave your site. Ever been to an online store, and then a few hours later you see a banner ad for one of their products on another website or on social media? If yes, you just got retargeted.
It’s not only business owners who are reaping the benefits. Lawmakers are getting in on it, too, and they’re winning big. Although Barack Obama was the first presidential candidate to use social media, it was Trump who convinced politicians that they’ll lose elections if they don’t.
During the 2016 election, Hillary Clinton relied on text and some ads to attract voters. Trump used retargeting to stay on the minds of donors and voters 24/7. If you visited his website, he re-engaged with you on Facebook and Twitter at the same time. This helped him stay present among his strongest supporters and influence undecided voters.
Want people to like you? Repeat yourself.
What happens when you see the same message repeatedly? You start to like it. This is even more true if the message is personalized to your needs and interests. This is because our subconscious minds start to trust things that become familiar, otherwise known as the mere-exposure effect.
This could even be the reason behind attractiveness. In a 1992 study, researchers planted four women in a college course. One attended 16 classes, one attended 10, one five and one didn’t attend any at all. When the semester ended, students were asked which girl they found the most appealing. They thought the woman who attended the most classes was the most attractive and friendly.
This experiment shows that you can get people to think positively about your brand by always reminding them who you are and what you stand for.
How can you use retargeting to grow your brand?
Retargeting works in all industries. When I promoted a furniture store with this tactic, my conversion rate was 11%, almost three times the global industry average. A campaign that I ran for a massage company got 26% of its online conversions from retargeting. For a real estate business, the rate was 19% while costing only 25% of the account average.
I’ve talked a bit about how great retargeting is. But if you’re going to do it, you have to do it right. You want to be everywhere all the time. This means investing in ads on Facebook, Twitter, Google and Gmail at the same time to get buyers to think about you more than the competition. Being on so many places at once is a surefire way to get buyers familiar with you fast.
It’s important, though, to understand the nuances of each channel. For example, on Facebook, your retargeting ad is a distraction and you have to work hard to sell the click; on the other hand, people go on YouTube to consume content. They are there to watch videos, so if you get them interested in what you’re talking about, there’s a good chance they’ll engage with more of your content.
Here’s another thing to understand about retargeting: To maximize your results, it’s critical that you rotate your ads. The more frequent and repetitive your ad, the more people start to tune you out. It’s what many call banner blindness. If you show the same ad time and time again, after a couple of days, people don’t even see the ad anymore. The way to fight this is to limit the frequency your ads show up and to change your creatives often. Create 10, 20 or 30 ads and ensure each person sees them just once per ad.
Lastly, create an indoctrination sequence. Retargeting allows you to control the narrative by deciding what you want prospects to see and in which order. So, create a series that will build trust with your audience by showing them the right message at the right time.
Think of how you can construct a story over a period of 7-14 days. Start off by telling your prospects about your mission, your values and what you believe in. Then, provide an actionable tip to position yourself as the expert. Follow up with a testimonial video to provide social proof. After that, you show an incredible before-and-after picture highlighting the value of your product or service. And then, why not show them that you also support a cause they care about?
Do you see how you can create a powerful narrative with retargeting? You are not only using it to increase your sales, but you’re also building a brand that stands out in the market — all of that without having to spend thousands of dollars on advertising.
July 11, 2019 at 08:03AM
Forbes – Entrepreneurs