Retargeting Strategies to Reinforce Your Message
As an estate agent embracing digital marketing, you've probably heard about retargeting: the strategy of targeting prospects who have previously visited your site without making further enquiries.
When most people think of retargeting, they associate it with search retargeting, where display ads are triggered by a user's activity on Google or other search engines-but there are several other effective retargeting approaches that shouldn't be overlooked. As you fine-tune your 2016 marketing plan, keep the following strategies in your sights.
There's a reason this strategy is so widely known-it works. By serving up customised display ads you can help keep your brand on the radar, prompt action and boost clicks and conversions. Search retargeting is effective because it shows people what they were looking for to begin with.
Even if a prospect visits your site and doesn't make a request for more information, they've still left behind valuable information. What properties did they view? Did they search for something and then leave the site? If your visitors have opted in to receive marketing emails from you, you can send a targeted message inviting them back.
When using email as a retargeting tool, personalisation is key. Tailor your messages based on the visitor's behaviour and interest in certain listings or content. Did the visitor browse investment properties without registering or enquiring further? You could feature images of your newest investment opportunities in your email creative. Find out more about personalising your email in our Getting Personal With Your Emails articles
Timeliness is also important-it's crucial to connect before the would-be prospect loses interest or forgets what motivated them to visit your site in the first place.
To take email retargeting to another level, you can look at other prospect data, such as previous listings searches and average size and purchase price of properties viewed and use this information to deliver relevant offers that entice visitors to return.
Whatever strategy you use, email retargeting is an affordable, effective way to engage previous visitors and build brand loyalty.
This strategy also targets visitors who have previously visited your site. Based on the prospect's earlier interactions and behaviours, along with data from their marketing profiles, you can serve up relevant, engaging content to pique their interest.
Let's say a prospective buyer has visited your site searching for a buy-to-let opportunity in Spain. Maybe they viewed a few listings, read some relevant content or ran some figures through your website's mortgage calculator. The next time they return to the site, you could display targeted content with images and messaging that reinforce the area of interest. This is a great supplement to your emails and search retargeting, creating a cohesive retargeting strategy that flows from one channel to the next.
Using a comprehensive solution such as the Adobe Marketing Cloud, you can tap into a rich set of data to use in your retargeting efforts, including average property value, point of abandonment, previously searched listings and other key information within client profiles.
A close cousin to site retargeting, this method focuses on the search terms visitors have used to arrive at your site. By examining these search terms-in conjunction with the actions people take once they're on your site-you can gain the highly valuable advantage of visitor intent. Once you've pinpointed precisely what a prospect is looking for, you can cater to that with relevant, timely offers and content.
This form of retargeting involves an exchange between relevant, complementary sites. Contextual retargeting focuses on linking visitors looking for properties to related services online. For example, your estate agency might retarget visitors to a solicitors or mortgage provider's website.
More and more digital marketers are paying attention to the growing importance of retargeting via social. Simply add a Facebook Pixel to your website and you can start displaying Facebook adds to those who have visited your site.
For example, if a visitor to your website views a particular property a few times but leaves without making an enquiry, display that property to them on Facebook via paid-for retargeting ad that links back directly to your webpage.
Social retargeting combines two key benefits: it allows you to target prospects with highly relevant ads based on their recent behavior and it allows you to target very specific prospects even if they do not follow you on social media.
Finding Success with Retargeting
Today's savvy marketers are branching out beyond search retargeting, and finding more ways to seize a second chance at converting browsers to buyers. According to recent data from the Chango Retargeting Barometer Q2 2015, most brands and agencies are conducting site and search retargeting (88% and 65% respectively) with the remaining survey respondents using creative retargeting methods.
Researchers at Chango.com suggest that this discrepancy is due to the rise of content marketing and native advertising. Just 25% of total respondents used email retargeting. This distribution makes sense, as search retargeting is used more heavily to prospect new clients than to convert existing ones.
However, as native advertising and content marketing continue to command attention and ad budgets, other forms of retargeting are being incorporated. More than half of the respondents (57%) are using both click-through and view-through as measurements for their retargeting efforts. Each has its strength: click-through is great for direct response, and view-through is used to quantify the value of an ad impression over a period of time.
Implementing multiple retargeting strategies can help you hone your marketing messages, reach the "sweet spot" of your target market, and drive higher engagement, conversions, and brand loyalty. With each of these techniques, you'll see much better results if you take the time to segment, target, and retarget using a tool such as Adobe Target, ensuring that the right audience segments are receiving the right messages at the right time.