Note: This is a guest post by Harneet Bahri of The Buzz Stand. The author’s views are entirely his own and may not reflect the views of Deepanshu Gahlaut’s Blog.
Everyone is aware of the fact that the remarketing is one of the most powerful and influential tools for connecting with the audience particularly the ones that reach closer to the converting but changes their mind at the end.
This year, Google has come up with exclusive features to create custom audience according to your business needs. Innovative features including the custom audience, exclusion, similar audience ad in market audience allow you to know your ideal customers online.
So, here comes the development of your audience targeting strategy, but how to do it?
First of all, find out that who are your actual customers. What do you need to know about them? Are you aware of their motivation level or why they need your services?
Just thinking that you know your ideal customers is not sufficient and it doesn’t mean that you are right because to know well about your audience, you need information from the CRM system along with the analytics account. Use the data to find out important information about your audience.
1. Define Your Audience
From the large number of marketers whom, I have talked with about remarketing, very few marketers started with defining their audience. Rather, most of them started with some specified scenario they are currently solving with the inbound marketing strategy such as cart abandoners or re-engagement of previous customers who were unable to understand offers.
The latter works well but this is not the effective way for using the remarketing. You are actually taking a start with the problem and then trying to solve it rather than providing a buyer persona analysis along with all the possibilities offered by remarketing.
So, where should we start the remarketing strategy development and how to do it? I have an opinion that the science and art of the remarketing is revolving around two things that is data and questions.
In my opinion, you should start your digital marketing strategy with the questions that help you in segmenting the audience along with the data generated from the analytics platform to get insights. So, with the data, you will be able to find out your potential pools of the audience to find out if you have the sufficient cookie bases to start your audience list.
2. Audience Development Questionnaire
- What are your average order or purchase sizes?
- What is your conversion action?
- How often your customers purchase from your website?
- What is the rate of your return customers?
- What actions are you expecting from your customers on your website?
- What is your short and long website visit?
- Do your website pages show that someone is an existing customer?
- Do you have pages on your website that shows your customer is going to convert?
- Do you have pages on your website to show that a customer is not your ideal one?
- What is your average purchase journey length?
- Do you need to approach your customer in their purchasing ride at some specified time?
- How long should your customers spend over the research of your services before purchase?
3. Map and Document the Results
After the research and investigation of the targeted audience and their needs, it is now the time to arrange the data in an easy way. It is highly important to create the spreadsheet as it will help you in the buyer persona analysis.
You should always select the look back window on the basis of the length of customer decision ride within the digital marketing strategy.
About the author
Harneet is an Engineer from Delhi College of Engineering and MBA graduate from IMT Ghaziabad. He has worked with banks across various domains and is now the founder of The Buzz Stand. It is a one-stop solution which helps businesses learn “how to do it” themselves across every field like digital marketing, web development, taxation, legal and finance.