All digital marketers, digital advertisers and social sellers understand and appreciate the value of retargeting, well it is my hope that they all understand and appreciate it. That said, it takes a very (and I mean VERY) special skill to convince and sell retargeted advertising. In reality, most marketing and advertising agencies sell retargeted ads as part of a more comprehensive marketing and sales process (a sales funnel, or as well call it a micro sales funnel), we do and most reputable agencies do as well. Agencies may package it up and call it by another name, “middle-of-the-funnel strategy” for example, however retargeting by any other name is still just that, retargeting!
Even when you package retargeting into a bundled media buy, inevitably marketers are asked;
What exactly is Retargeting?
My response was historically;
You know those ads that follow you around the internet?
Well, the social media landscape has changed the entire retargeting game, now retargeted ads are more personal, more targeted and advertisers know a whole heck of a lot more about the people we are retargeting to. For starters, here is a simple and hopefully easy to understand and follow analogy of Facebook retargeted ads!
Why is it maddening? Well, every single person, company and organization I work with, after experiencing “middle-of-the-funnel” retargeting is MAD, they are MAD that they have not been convinced to implement and use the strategy and tactics a long time ago. The WHOLE entire inbound game, the entire social media marketing game and the entire inbound game is, MOVE PROSPECTS TO THE MIDDLE OF THE FUNNEL AS SOON AS POSSIBLE. Here are just a few of the reasons for this objective;
Thanks for taking the time to read this article, I certainly hope that you enjoyed it, found a little entertainment value and maybe learned something. It’s not my objective or goal to “sell” anyone on retargeting, I feel it’s much more important to introduce the value in casual professional conversation. If and when the time comes for someone to take a deeper dive, I want to be on the front lines to help those people. Have a GREAT day ~ Mike