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What are the most effective ways to retarget prospects who have engaged with your brand before?

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Retargeting is a powerful strategy to reconnect with prospects who have shown interest in your brand, but have not yet converted into customers. It allows you to remind them of your value proposition, overcome their objections, and persuade them to take action. However, not all retargeting campaigns are created equal. In this article, you will learn the most effective ways to retarget prospects who have engaged with your brand before, and how to optimize your social selling results.

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Alex Boyd

Co-founder @ useAware.co // B2B Investor & Operator
Mary Adanegbe

LinkedIn Business Coach | I help audacious coaches amplify their message and organically book qualified leads through…
Steve Klare

Advising fast-growing startups on Social Advertising

1 Choose the right platforms and audiences

The first step to successful retargeting is to select the platforms and audiences that match your goals and budget. You can use various social media channels, such as Facebook, Instagram, LinkedIn, Twitter, or YouTube, to display your ads to prospects who have visited your website, followed your page, watched your video, or interacted with your content. You can also use email marketing, SMS, or chatbots to retarget prospects who have opted in to your list or engaged with your messages. The key is to segment your audiences based on their behavior, interests, and stage in the buyer's journey, and to tailor your ads and messages accordingly.

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Vipin Gautam

187K+ Followers I Executive Resume Writing | Open to Collaboration | Boost your LinkedIn Visibility with me, ORGANICALLY
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Retargeting is akin to reminding a friend of a conversation left mid-way. The key is to re-engage without coming off as intrusive. It's crucial to understand the "why" behind the disengagement: Was it content, timing, or platform relevance? Tailoring retargeting messages based on this understanding is vital. Social media channels, with their granular targeting, offer invaluable insights. For me, mixing up the content format—videos, testimonials, or user-generated content—and A/B testing them has been insightful. Personalized messages, combined with the right frequency, pave the way for rekindling lost engagements.

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Alex Boyd

Co-founder @ useAware.co // B2B Investor & Operator
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Don't forget about the very personal level of "retargeting", too: sending a nice connection request to someone that's engaged with your brand, and engaging with their posts too. It doesn't all have to be programmatic or automated.

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2 Create relevant and valuable content

The second step to effective retargeting is to create content that resonates with your prospects and offers them a clear benefit or solution. Your content should address their pain points, answer their questions, provide social proof, or showcase your unique selling proposition. You can use different formats, such as images, videos, testimonials, case studies, webinars, ebooks, or podcasts, to deliver your message and capture their attention. Your content should also include a strong call to action that encourages them to take the next step, such as signing up for a free trial, booking a demo, or making a purchase.

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Mary Adanegbe

LinkedIn Business Coach | I help audacious coaches amplify their message and organically book qualified leads through LinkedIn | Building my first online business & sharing the journey. #DoItAfraid #TakeUpSpace
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Content is powerful! If you've previously engaged with a prospect or made some sort of contact with them, content marketing is a great way to further nurture them and get them to a point where they are ready to buy from you. For example, from my personal experience, I absolutely get it when people don't buy from me after one sales call. I don't push them to make a decision at that very moment. Instead, I encourage them to stay connected with me on LinkedIn. Then, I continue building our relationship through LinkedIn content, checking in on them, LinkedIn events and when I've nurtured the relationship, I invite them again to get on a call with me. I hope this helps.

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Alex Boyd

Co-founder @ useAware.co // B2B Investor & Operator
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Your content should ultimately address the prospect's most burning question, which is: "Can I trust ACME to solve [MY WORST PAINPOINT] for me?" So while a lot of your content should address that directly, also remember to work on the first part. Try to help others like and trust you and your team, to help them lower their skepticism around your actual solution.

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3 Test and optimize your campaigns

The third step to effective retargeting is to test and optimize your campaigns to improve your performance and return on investment. You can use various metrics, such as impressions, clicks, conversions, cost per action, or revenue, to measure your results and identify what works and what doesn't. You can also use tools, such as Google Analytics, Facebook Pixel, or LinkedIn Insight Tag, to track and analyze your data and gain insights into your prospects' behavior and preferences. You can then use this information to tweak your campaigns and make them more relevant, engaging, and profitable.

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Ruslana B.

?? Help Experts Grow Their Networks & Develop Strong Sales Pipelines using Digital Marketing, ABM, and Social Selling Strategies| Sales & Business Development ??
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Conduct A/B testing, track conversions, analyze key metrics, segment your audience, optimize ad schedules and keywords, and refresh ad creatives. Do not forget to monitor competitors, gather feedback, and maintain consistent documentation for continuous improvement.

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4 Follow the best practices and avoid the common pitfalls

The fourth step to effective retargeting is to follow the best practices and avoid the common pitfalls that can harm your reputation and waste your resources. To ensure success, use frequency caps and exclusions to avoid showing your ads too often or to the wrong people. Additionally, dynamic ads and personalization can help you customize your ads based on your prospects' actions and interests. It's also beneficial to use retargeting in conjunction with other marketing strategies, such as content marketing, SEO, or influencer marketing, to create a holistic and consistent brand experience. Furthermore, remarketing lists for search ads (RLSA) can be used to bid higher on keywords that your prospects are searching for after visiting your website or engaging with your brand. On the other hand, it's important to avoid common pitfalls such as using generic or irrelevant ads that do not match your prospects' needs or expectations, using intrusive or annoying ads that disrupt their browsing experience or violate their privacy, using outdated or inaccurate data, or using retargeting as a spamming or hard-selling technique.

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Rachel Lynne Wall

Family Historian ?? Flagler College History Student ?? Tea Enthusiast ?? Dedicated NSDAR Daughter ????
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I’m shocked at the amount of companies who are still hard selling in the online world. It’s incredibly intrusive as well as spammy. Honest intentions, solutions and transparency are highly valued!

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5 Stay updated and informed

The fifth step to effective retargeting is to stay updated and informed about the latest trends and innovations in social media advertising and social selling. You can use various sources, such as blogs, podcasts, newsletters, webinars, or online courses, to learn from the experts and discover new tips, tools, and tactics. You can also use platforms, such as LinkedIn, Twitter, or Facebook Groups, to network with other social sellers and exchange ideas, feedback, and best practices. By staying on top of the changes and opportunities in the social media landscape, you can adapt your retargeting strategy and gain a competitive edge.

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Alex Boyd

Co-founder @ useAware.co // B2B Investor & Operator
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B2B marketers should consider signing up for the Omni Lab newsletter, where Jonathan and Jason share incredible insights on this topic.

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Ruslana B.

?? Help Experts Grow Their Networks & Develop Strong Sales Pipelines using Digital Marketing, ABM, and Social Selling Strategies| Sales & Business Development ??
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Follow industry news, trends, and changes in algorithms on platforms you use. Attend webinars, conferences, and workshops, and engage in networking to keep your knowledge current and stay ahead of the competition!

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6 Experiment and have fun

The sixth and final step to effective retargeting is to experiment and have fun with your campaigns. You can use your creativity and humor to craft ads that stand out and make your prospects smile. You can also use gamification, quizzes, polls, or contests to create interactive and engaging ads that boost your prospects' participation and loyalty. You can also use storytelling, emotions, or social causes to create ads that connect with your prospects' values and aspirations. By experimenting and having fun with your retargeting campaigns, you can build a stronger relationship with your prospects and turn them into loyal customers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Steve Klare

Advising fast-growing startups on Social Advertising
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Don’t overcomplicate your audience setup. Is your audience smaller than 10.000 people? Just build one retargeting audience based on both in platform engagement and website retargeting. Don’t make several small segments of 1.000 people each.

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What are the most effective ways to retarget prospects who have engaged with your brand before?

1

2

3

4

5

6

7

1 Choose the right platforms and audiences

2 Create relevant and valuable content

3 Test and optimize your campaigns

4 Follow the best practices and avoid the common pitfalls

5 Stay updated and informed

6 Experiment and have fun

7 Here’s what else to consider

Social Selling

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What are the most effective ways to retarget prospects who have engaged with your brand before?

1

2

3

4

5

6

7

1 Choose the right platforms and audiences

2 Create relevant and valuable content

3 Test and optimize your campaigns

4 Follow the best practices and avoid the common pitfalls

5 Stay updated and informed

6 Experiment and have fun

7 Here’s what else to consider

Social Selling

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