Retargeting via Audience Segmentation: how to do it

If marketing is the art of persuading, then retargeting is art at its best.

A warm lead refers to a user who has shown interest in your brand, services, or product. That is why you can be sure that if we do everything right, our chances of converting are higher than if we were selling a cold lead.

However, no matter how strong our leadership is, a strategic approach is key to closing the deal.

It is important here that you use all available information about users and their interaction with your brand. To get this information, you will need to ensure that you have a good internet connection. 

Consider getting well-reviewed Internet Service Providers (ISP) for your business, like Cox, which is one of the leading ISPs in the market. Cox internet prices are economical with a wide range of packages for their customers. Additionally, they do not charge a termination fee either, in case you want to switch. When you are opting for retargeting, you will need to do your homework, and you will need a good and secure internet connection to get all the information you can. 

What is retargeting? 

Retargeting, also known as remarketing, is a form of digital advertising that shows ads to visitors who previously visited your site but left without making a purchase. This visitor is an example of the warm lead we mentioned earlier.

This is a busy market with a lot of choices for your potential customer. If you do not receive information during the purchase process, you will quickly lose conversions. Retargeting is a form of online advertising that helps prevent visitors from abandoning your ads after they leave your site.

Most of the time, your leads do not convert when they first visit your site, and it is impractical to think otherwise. However, with retargeting, you can spend time and stay on top of their interests, set yourself apart from the competition, and turn them into customers.

Why segment your market? 

Audience segmentation is the process of categorizing a market based on a combination of common characteristics such as demographics, buying habits, etc. Instead of showing your ads to everyone, target specific groups of people based on the information you have collected about them.

Recently, there has been a move away from generic display advertising toward more directed retargeting strategies that allow advertisers to accurately target their desired audience. 

When you segment your audience for retargeting, the information available is used to create a more personalized audience experience. This improves engagement with your brand and increases the chances of a positive conversion through a call to action. There are several benefits to segmenting your audience before retargeting:

  • Greater conversion

By focusing on your customers, you can create highly pertinent messages that best suit them. When your potential customers understand exactly what you expect from them, they are more likely to convert.

  • Better retention 

Audience segmentation can help you better understand their likes and dislikes. Companies that show their customers what they want are more likely to keep them long-term than websites that send out general messages about arbitrary products.

  • Increased ROI

Marketers who use audience segmentation get higher returns than those who ignore it. This is partly due to lower customer acquisition costs. Second, their messages are more pertinent to the target market, which results in more sales and ultimately higher revenue. 

How to retarget using audience segmentation? 

  1. Prioritize users 

Advertisers tend to think too much about channels and thus divide their strategy.

The reality is that everything is much simpler. This is even more true when it comes to a retargeting strategy as your focus should be on users rather than channels.

If you can break this standard channel-based thinking, you will open up endless possibilities.

  1. Use storytelling 

It is often thought that advertisements are a one-dimensional interaction. However, this is not the case. The target audience shows their attraction to your ad through clicks or engagement and this is what the marketer wants. But the story does not end here. When retargeting, you can consider coming up with a series of ads linked together to tell a story and keep the customer hooked. 

  1. Use buyer personas 

The concept of personas has been around since the existence of marketing.

However, we often think of them as complex work that takes a lot of time and effort to put together.

Whereas the truth is, anyone with access to website analytics can at least create a simplified version of the customer personas. With this information, you can create audiences based on the same characteristics and retarget them after they visit our website.

The advantage is that you can create ads and campaigns that target them specifically and in ways that are most relevant to them.

Wrapping it up

If your retargeting campaigns are not working as expected, chances are you need to expand your segmentation. The biggest error a marketer can make when it comes to a retargeting strategy is to think that all customers are the same and that they will have similar perceptions. If you are lazy and do not group your customers, your results will be poor and many of your ads will be wasted. 

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