In the world of digital marketing, “re-targeted” content is used to further develop or call a consumer to take action and engage with your brand or business.
Sounds pretty simple, right?
How many times have you casually perused Amazon.com and come across a product that you liked but DIDN’T purchase.
Later on in the day, you notice on a separate website that is actively promoting the very SAME product you showed interest in.
Coincidence? Absolutely NOT.
Here’s another example that I recently witnessed personally…
After watching another online webinar from another claimed internet marketing guru, I bounced off of the original page that hosted their CTA.
Well, on YouTube later that day, the advertisement that popped up right before the video I was about to watch was the SAME guru asking me why I didn’t purchase their book and/or engage.
I encourage you to try this when you can! You’ll begin to notice these re-targeted advertisements EVERYWHERE.
And that’s exactly what I’m going to describe today.
We’re going to talk more about what re-targeted content does, how it works, and how to do it RIGHT.
Most people create re-targeted content that doesn’t work, and that is because they fail to consider the perspective of the consumer at various stages in the sales funneling process.
So, without further ado, let’s dive into it!
If you’d like a more personal touch for your business needs, please schedule a free consultation with Austin by clicking the button below… Otherwise, read on and enjoy!
What Exactly is Re-Targeted Content?
Re-targeting is a marketing tactic that is meant to further guide a consumer through the sales funnel and conversion process.
Ultimately, re-targeting your content means advertising new or consistent messages to a consumer who has already gained awareness of the offer.
Now, keep that in mind.
The consumer already has awareness.
This is where most re-targeted content messages go wrong.
Do you think I would have further engaged with that marketing guru I mentioned earlier if I had seen the SAME message as I had the first time?
Absolutely not.
Most marketers make the mistake of continuously pushing the awareness stage of the funneling process.
This is all fine and good to niche an audience or gather initial traction in the funneling process, but the pieces of content (or advertisements) that are used to do this can only do this once.
That is because after a prospect gains awareness, the next step of the funnel is to elicit an internal DESIRE to purchase or engage.
And here we find the crux behind what makes re-targeted marketing so effective when done well.
Re-targeted marketing messages need to be specifically designed not to inform, but to produce desire and/or quell concerns or provide credibility.
After all, a niche audience that has the awareness but has NOT made the purchasing decision yet likely avoided purchasing for some key reasons.
Often, those reasons have to do with the lack of internal motivation to solve the problem that your product solves, or their disbelief that your product or service is reputable and can actually help them resolve said problem.
Here’s the sales funnel model that I used in my post on building the perfect sales funnel.
Notice that, if the awareness stage of the sales funneling process has not converted, then additional action or information must be required by YOU to complete a conversion.
Put simply, re-targeting is about providing information or motivation to the consumer to further drive a sale.
Why is Re-Targeted Content Important?
According to business insider, an average of 97% of people who visit your commerce-based site will not purchase anything.
That’s a huge missed opportunity, especially if you’re relying on organic outreach and/or one-time awareness messages.
Re-targeting is meant to be a long-term strategy, often used to build or further develop a relationship between consumers and a brand.
This is why high-ticket sales require greater amounts of trust and brand recognition, two things that re-targeting ads and content build very well and (relatively) quickly.
This is why marketing gurus, consultants, coaches, and other high-ticket services LOVE to retarget. It helps promote a consumer relationship and trust, making the closing and sales process much easier and more efficient.
Re-targeting also keeps you in the mind of the consumer, after building the initial awareness, maintaining consistency is the next viable step in ensuring that your brand becomes the go-to for resolving the issue that the consumer may have.
Re-Targeting v.s. Re-Marketing
Here’s a good point to keep in mind.
Re-targeting and re-marketing are NOT the same thing.
It can be easy to mix and jumble these up, considering they look very much the same in terms of the content that you can use to accomplish these goals.
But therein lies the difference: The goals.
The main goal of re-targeted content is to guide a consumer further down the funnel, BEFORE the purchasing decision has been made.
The goal of re-marketing is similar to the overarching term CRM (Customer Relationship Management). Re-marketing is meant to re-engage a brand with a consumer who has ALREADY purchased.
Whether that is to build another sale, up-sell, or introduce a new or recurring product/service remains at the discretion of the organization.
Either way, the difference between re-targeted content and re-marketed content can be mapped out by describing the intended audience in terms of where they lie in the conversion process.
Conclusion
All in all, reports by Google state that you can increase sales by a factor of 50% (which is CRAZY good) by implementing ads with re-targeted content.
Ultimately, when considering or creating this content there are two main questions to keep in mind as described throughout the article.
1: How high-ticket is your product/service? (How much “relationship” is needed before conversion happens)
2: What are your consumers primary barriers to purchase. (How can you remedy or alleviate these barriers in re-targeted content)
Ultimately, using re-targeted ads is a great way to increase conversions, develop relationships, and maintain brand awareness over long amounts of time.
Just keep in mind the PROPER way to create re-targeted content regarding moving past the broad area of the funnel “awareness!”
Thanks for reading!
Work With Austin
-Austin Denison is a management consultant and coach from Southern California and founder/CEO of Denison Success Systems LLC. He is the author of The Essential Change Management Guidebook: Master The Art of Organizational Change as well as The Potential Dichotomy: The Philosophy of a Fulfilling Life, and, the Best-Selling book, KICK*SS Content Marketing, How to Boost Your Brand and Gather a Following.
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