Last week, we explored how B2B marketers can best benefit from display retargeting campaigns. This week, let’s take a deep dive into B2C display retargeting campaign strategy.
The B2C Marketer
The prime asset all marketers, B2B, B2C, and beyond, must develop prior to launching their display retargeting campaigns is a diverse set of creative copy. By nature, display retargeting serves customers ads over and over and over again. To avoid becoming monotonous droll, you want to diversify your assets to serve customers as many different versions of ads as possible.
With this goal in mind, B2C businesses in particular are perfectly teed up to thrive with display retargeting, especially if they run product-centric campaigns. B2C businesses typically sell many different products – i.e. subject matter for all sorts of ads. Create one ad per product sold and suddenly, B2C marketers immediately afford themselves an entire display retargeting campaign comprised of a slew of different ad possibilities they can then use to promote each product individually, emphasizing individual product awareness, while also keeping messaging varied and diverse. The real trick? Show people the products people show you they want.
Visualize on the Prize
All great display retargeting campaigns start with great creative. But great creative does not just magically appear. How is great creative generated? By visualizing the thought process behind the buy. Rather than simply trying to sell a consumer a product, said product can be presented in a way that makes it a necessary part of that customer’s lifestyle. How would someone use this product? What problem could a customer have that using this product solves? Appealing to an audience’s personal desires and/or traits is crucial for this strategy’s success.
Stylistically, the most successful B2C display retargeting ad copy uses more playful, light language. Experiment with the unexpected. Nowadays, internet searchers are vastly immune to the ads running along the top and right rails of their screens, but will engage with exciting copy. Build ads that grab your customers’ attention.
While last week, we emphasized promoting brand education as key in our proposed B2B display retargeting strategy, that same goal is less effective for driving B2C sales. B2C marketing requires less of an emphasis on audience rapport; the diversity of products makes up for this. In many cases, B2C brands are retail brands slated with keeping consumers abreast of the many changes in SKUs as well as promotions. Promoting this kind of messaging should be B2C marketer’s top priority.
Set Up for Success
So now that we’ve established what it takes to create successful B2C retargeting campaigns, let’s get down to the specifics. We need to establish strict guidelines for this to achieve optimal success. To start, observe the on-site behavior of your audience and visitors. Consider variables like, how far down the purchase path did these individuals go? Did they simply get to the landing page? Explore the website? Add something to their shopping cart? Knowing how they interacted with your site and brand is crucial to your retargeting strategy, as messaging can be tailored to any individual’s specific actions. You could even incentivize the buyer to complete their purchase by throwing a promotion their way. Ultimately, any promotions success comes back to good visualization and messaging.
Once your brand has accumulated this kind of user interaction data, you can further refine your campaigns through frequency caps, which determine how often a banner can be served to an individual within a set time period. How often you want to serve your consumers with personalized messaging depends on the length of the buying cycle and the type of purchase at hand. Impulse purchases have shorter buying cycles; a consumer is likely to grab this item very soon after they first see it. Accordingly, your display retargeting campaign should emphasize having a much higher frequency within the first few days of the cycle. Large purchases should implement the reverse of this strategy; the frequency should be spread out over the course of the buying cycle.
Dynamic retargeting is also a crucial part of a B2C marketer’s arsenal. B2C retailers are constantly changing SKUs and promotions, and it’s necessary for customers to be aware of these changes. With a proper dynamic retargeting strategy in place, it becomes very easy for B2C marketers to reach potential customers based on timeliness and where they are in the conversion funnel. Dynamic retargeting also increases efficiency, as marketers no longer need to worry about creating banners for every possible product and/or promotion. If, for example, a special promotion is about to end, a customer could receive a banner depicting that end date. In the case of a client within the travel vertical, a banner could be delivered to the customer that depicts their booking date, or the date of their flight. Customized creative and copy can go a long way toward gaining a customer’s trust and ultimately getting them to convert.
Engage Your Audience
B2C brands should make in effort to build audience engagement. This can be done through your messaging strategy. Build relevant conversations tailored around your products. For example, do you sell any culturally relevant items? Engage in those cultural conversations, tying in your products’ relevancies to make products more significant to the average consumer and help these customers see exactly when and how your products become useful in their lives.
Read the Signs
Whether you are a B2B or B2C marketer, once you’ve launched your display retargeting campaign, you’ll start accumulating data. Dig into that data to discover how your strategy is performing. Are you targeting the right people? Are people engaging with your ads? Are different demographics responding to your ads that you hadn’t previously considered? Feed these insights back into your campaigns, further refining your efforts into lean mean retargeting machines.
As we move into 2015, retargeting is a must-have strategy for marketers across all spectrums. With display retargeting campaigns, you get to serve messaging directly linked to customer behavior. There is perhaps no better way to directly engage with your customers and hone your distinct brand voice, ultimately increasing conversions. Just remember, before implementing your strategy, learn the differences between different approaches to retargeting, and use these tools to build the best plan for your brand.
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