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Retargeting is based on collecting email addresses. The first reason you want to collect the email address is that you need the unique identifier. Name is not enough, because many people can have the same name. However, an email address will be unique. On top of that, email addresses are critical for retargeting.
Retargeting means reaching out to people already in your leads database and trying to convert them on paid social media platforms. For example, promoted LinkedIn posts, promoted tweets, promoted Facebook ads. Without this email list, you will not be able to do that. It will result in a better-paid experience because these contacts have already opted into hearing from you.
As you know, the main social media networks are pay-to-play spaces. If you want to effectively target people, no longer is posting on your own company’s profile enough. You’re going to have to use paid social in some form or another.
Having a good, healthy email address list is the best way to start with that. How retargeting works on Facebook and Twitter, for example, is with custom audiences and then lookalike audiences. Your custom audience is, basically, the email list that you uploaded. Lookalike audiences, on the other hand, are not necessarily in your database, but have characteristics similar to the list that you have uploaded, i.e. your custom audience. This is extremely powerful because it allows you to surface content to people who are not yet in your database that are highly likely to want to be in your database, that want to hear from you, that want to hear about your products and services, that you are solving for.
This shows you just how important not using bought lists are, why generating your own lists through content marketing and through inbound marketing is so important. If you start spending money on ads on Facebook and Twitter that are being directed to people with characteristics completely irrelevant to you, it’s going to fail and cost you a lot of money.
What you need to be careful of with banner ads is the match rate. The match rate means what is the quality of the leads you’re getting from people clicking on these ads? This is why custom audiences and lookalike audiences in the pay-to-play platforms are so good because they identify the characteristics so well and so specifically. Banner ads are quite the shot in the dark.
However, based on your analytics, you can decide if it’s the right move for you. If you do decide to use that route, remember, ad-blocking software is increasing and it may result in your banner ads rendered entirely useless.
Content syndication is the process of pushing your blog, your website, or your video content out into third-party sites, either as a full article, a snippet, a link, or a thumbnail. You need to have researched a target list of websites in order for this to work well. If you just let the content syndication partner advertise your content anywhere they like, that’s not going to be targeting where your persona is. You need to know where your persona goes and then inform the content syndication partner what you would like them to serve.
Use tracking URLs to make sure that you understand which content syndication partners and which websites are working best for you. This way, you can trim off the fat and make sure that you are targeting only the places that work for you. Examples are Outbrain and Taboola.Back to Top
Inbound marketing manager @ Poppulo
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of marketing automation and looks at how businesses are using marketing automation tools with CRM software to create significant sales enablement, lead nurturing, and customer relationship management opportunities. It provides in-depth coverage on generating, managing, and nurturing leads, including topics on importing and managing contact lists, lead scoring and tracking, segmentation, retargeting, and using marketing automation data and social media automation tools to drive campaigns and to detect new business opportunities.