As you’re gearing up your online marketing mix to boomers and seniors, consider this: rarely does a site visitor convert initially. In fact, only about 2% of visitors convert on their first visit. That principle is true for senior audiences as well, and it provides a big incentive to develop successful retargeting campaigns.
Retargeting is a means to get brands’ products back in front of viewers and stay at the forefront of their minds. In doing so, it provides an effective way to increase conversion rates. That’s why retargeting seniors is so important.
With that in mind, here are five steps to retarget seniors. While the majority of this information is applicable to any retargeting campaign, it’s important for those marketing to seniors to be aware of how the unique characteristics of the older demographic should shape their retargeting strategy.
1. Define the goals of your retargeting campaign
The first step in creating a retargeting campaign for boomers or seniors is to define its goals. To do that, it’s essential to start with a basic idea of what action you want your viewers to take. By breaking down your conversion funnel, you’ll be able to gain a better idea of what behavior you’d like to encourage. Generally, retargeting goals center around two stages in the marketing funnel: awareness and conversion.
Awareness generally involves exposing online boomers and seniors who aren’t familiar with your company to your brand, products or services. If your goal is to generate awareness, you might measure success through impressions and visits.
Conversion, on the other hand, will involve measuring specific actions lower in your marketing funnel. Useful metrics to consider will be clicks, form submissions, and cost per lead.
2. Evaluate the tools you have at your disposal
Once you’ve determined what you’d like your campaign to accomplish, you can begin to evaluate the means by which you’ll make it happen. This is the phase where you take stock of your resources and begin getting your campaign’s infrastructure in place.
Do you have a marketing tool like Hubspot or Marketo available? Have you set up Google AdWords tags or placed the Facebook pixel on your site? Depending on the tools you have in place, you may come into the campaign with a wealth of data at your disposal—or you may need to start by building your prospect and customer database. Either way, evaluating your tools will give you an idea for how you can strategically move forward.
3. Determine your strategy
With goals in mind and tools at your disposal, you’re ready to move into developing an effective retargeting strategy.
One essential component of developing a retargeting strategy is to segment your audiences to generate the highest ROI possible. Don’t make the mistake of thinking that all seniors can be marketed to in the same way. Instead, get as specific as you can while maintaining efficiency. For example, viewers who previously purchased a product or service would likely engage differently with messaging than those who had not, so segment those viewers into groups and target them differently based on their online behavior. And remember that it’s usually a good idea to exclude visitors who have already taken the action you’re attempting to encourage.
In this phase, you’ll also select the advertising platforms to distribute your remarking ads. Now that you’ve identified the “who,” identify channels that follow your targets around as they use the internet. Consider retargeting on Facebook, YouTube or Google’s Display Network. Selecting the blank will be primarily driven by your data, goals and budget.
4. Develop creative
When developing creative for boomers and seniors, keep your messaging genuine. Older consumers can tell when they’re being sold to, but they will welcome information that is relevant to them.
When retargeting, it’s also important to maintain brand consistency while introducing a new message. Your audience has already been to your site; remind them of your brand, but don’t just show them what they’ve already seen. Give them something fresh to spark their interest and bring them back.
5. Evaluate the success of your tools and continue to improve
Once you’ve launched your campaign, it’s time to make it even better. Continuously evaluate which tactics are successful and build upon them.
For example, during the course of one of our clients’ campaigns, we found that engagement was increased when messaging was focused on the specific action of “taking the first step.” As we tweaked our creative accordingly, we were able to generate better results and increased conversions. With continual optimization, your retargeting campaign can reach new heights.
So, there you have it: how to retarget seniors. Have any questions about best retargeting practices to reach seniors online, or comments on the best practices? We’d love to hear from you.No Comments