The Need To Hit The “Hot” Emotional Buttons When Retargeting
What’s known is that it can take the average consumer up to 8 exposures of a product ad before they decide to take any action online. What studies show is that 92% percent of viewers will leave a website they’ve searched for or came across, without taking any action.
What the site owners want however are immediate conversions. They’re getting plenty of targeted traffic, so they think the sales funnel which leads the visitor to the payment page is faulty. It’s more usually a function of human nature that buyers feel reluctance to buy.
The vast majority of visitors leaving a website without making a purchase or taking action, has existed since the dawn of online commerce. It’s more the human condition of buyer’s remorse, that’s more responsible than the product or service that’s offered.
The Need For Retargeting
So the number of visitors that doesn’t convert, even if they’re qualified and wants to buy your product, is prime evidence that retargeting ads are necessary.
Retargeting is tracking those who have seen your product or service, and by using an unique algorthym, follows that user around the Internet.
So regardless of which website that they visit after they left yours, what’s shown are retargeted ads of your product, prompting them to come back.
Since they had original interest in your product, what retargeing does is improves the engagement and retention rates of those who visited your site, which increases repeat visitors.
Retargeting An Advantage
What retargeting allows is small businesses and independent marketers to increase their brand awareness and conversions, while competing with the larger corporate brands.
Since it can take up to eight impressions for an individual to finally take action, what’s required are creative retargeting methods to retain this interest, while not becoming annoying.
The most successful retargeting campaigns don’t repeatedly show the same ad, but will instead serve as a reminder they visited your site but they didn’t take action, and that you’re still there. Successful retargeting campaigns taps into these emotions.
Emotion Spiked Viral Content
Once content goes viral, a myriad of marketing engineers will attempt to reverse analyze why it went viral, this to recreate the success.
At times it works, but more often it remains a mystery. What content marketing experts have identified however are a few distinct traits, which improves the likelihood of something going viral.
What’s found to increase the odds of content going viral are articles which are at least 1000 words, rather than shorter pieces, along with at least one appropriate image. What’s often overlooked with viral content, is the emotions it evokes.
What’s found was that the most shared articles, what each one did was it activated a certain emotion. Content that planted positive emotions in the reader were shared more often, than those that provoked negative emotions.
So content that made the reader laugh, feel entertained, or left them in awe, all outperformed those articles which created anger or sadness, which only accounted for 8% percent of the content being shared.
Emotion In Retargeting Ads
Since you’re bombarding your audience with retargeted ads, what you need to avoid are the same drab boring ads which looks the same as all the others.
Instead, focus on creating ads along with content which resonates, captivates your audience on an emotional level. Once you hit an emotional hot button, then they’re more likely to take action and click on your ad.
Increasing Emotion On Retargeted Ads
Creating ads which are funny or shocking isn’t going to work for every business, as humor or entertainment may not be a part of their brand identity. The goal when retargeting is also to build brand loyalty, so you need to maintain consistency.
So if your ad doesn’t elicit a laugh doesn’t mean that it can’t inject positive emotions and make people happy, which activates emotions which forces them to respond.
What’s known however is that the positive injection of emotion in advertising isn’t anything new, as advertisers for decades have attempted to tap into the feelings of their customers, this to sell something.
The key it appears when it comes to the digital age, is finding a way to combine using that “old school” approach, then aligning it with the shorter attention spans of the Internet surfer.
One way is to analyze which content on your site is resonating with your visitors the most. Typically, just 5% percent of your content drives any social shares, so analyze that content.
Find what the most read or shared content on your site is, and why it’s connecting so much with the reader. Analyze the core of that content, and then build a retargeting strategy around it.
To Activate Emotion
Track down your target audience and find out what they’re talking about. Find what they’re responding to positively, what’s inspiring them, extract what their conversations on social media are. Find out what they’re sharing.
Tell a story rather than focusing on the mechanical features and benefits of your product or service. Tell what your product or brand can do for them by painting a picture. Never distract them, but draw them in, make them a part of your world.
Stay within the limits because although retargeting is effective, it can also be annoying, this especially if the same ad is exposed to them too frequently or it gets too personal. Always be respectful. If they’re interested, they’ll come back.
What incorporating positive emotions into your retargeting does is increases the odds that they’ll respond, while also increasing engagement as well as brand awareness.
The key is to never show those who’s been previously retargeted what they already know, but give them a different reason why they should come back and revisit you.