It’s happened to all of us. You put a pair of shoes in an online shopping cart, then decide better of the purchase and leave the site—only to see ads for those very shoes appear everywhere on the web or your social media feeds. That is the result of retargeting. Basically it’s the method through which programmatic ad networks use the cookies, pixels and related data stored in your browser cache to deliver highly personalized and customized ads. 25% of the top 1,000 online retailers use it properly, and it can be highly effective in turning interest into conversion. So what retargeting approaches make sense for associations seeking to increase their membership?
Target potential members based on their search history
Most associations have a very specific set of search terms they are optimizing their site content around. Beyond the opportunities available through search engine marketing, retargeting lets you reach potential members well beyond the time spent on their initial search.
Target potential members based on consumption of related content
If your association has affiliate relationships with other organizations or businesses, then you may have an opportunity to “trade pixels” with those sites to further increase your mutual ability to retarget users based on their access to those related sites. If a potential member visits your partner’s site, then you can track the presence of that pixel and present retargeted messages to them, even if they have never visited yours.
Target potential members who have already shown an interest in your content
If you have spent the last few years honing your content marketing programs, attracting potential new members to your site, retargeting can provide post-engagement reinforcement. Applying budget dollars to retargeting only those prospects that have chosen at least once to engage with your content can significantly reduce the waste associated with less-targeted run-of-network advertising.
Target potential members who started to apply but never finished
If a potential member has gone as far as accessing a contact or membership application form, retargeting allows you to present highly targeted messaging, and encouraging them to return or reinforcing the value of membership.
Target potential members on your email lists
Email retargeting works similarly to site retargeting, but targets email subscribers rather than website visitors. It can be as simple as adding some additional code to your email signature, or in the HTML of your email, and anyone who opens your email can be served your messaging all across the web. It can help increase visibility of your association for anyone on your email list without increasing the number of emails which can increase your unsubscribes.
Looking for a marketing partner who can help you stay ahead of what’s next?
Since 1985, Magnani Continuum Marketing has made it easier for organizations and associations working in highly technical and complex markets deliver the most effective and seamless traditional and digital brand experiences. We’re more digital than advertising agencies. More strategic than digital marketing shops. More creative than management consultants. And a heck of a lot easier to work with than almost all of them.