How You Can Use Video In Retargeting Ad Campaigns
By Stanley Meytin
If you’re looking to take your online ad campaigns to the next level, video retargeting might just be your greatest competitive advantage.
Today, we’re giving you the inside scoop about how you can leverage video a key asset for advertising campaigns online.
How does “retargeting” work?
“Retargeting” has become a major movement in digital advertising, because it gives you the opportunity to generate multiple impressions on a target visitor. It’s not only about a viewer seeing your ads several times, though. Retargeting now allows you to tailor the content they see based on where they are in your sales funnel.
For example, a website visitor clicked on a specific product. Maybe they even clicked on it multiple times. You can retarget them on social media or other platforms showing them that product, relevant deals, or info about your brand.
But social platforms have become more complex and advanced than even a few months ago. Now, retargeting doesn’t mean you can only send them back to the page or product they were previously looking at. Now, you can tailor your messaging and advertisements based on the exact part of the sales funnel your lead is in. If it’s their first impression, they might see a video about your brand mission. But the third impression might have a stronger CTA for a specific product or service.
This kind of personalized retargeting is prime real estate for videos to step in and step up.
How can you use video to bump up the success of your retargeting campaigns?
1. Address their objections
The biggest reason you’re retargeting a customer is because they didn’t purchase or convert the first time around. There are three primary reasons they didn’t buy:
- The product isn’t relevant to them
- They have questions, objections, or hesitance about your product
- They don’t “buy in” to your brand
There’s not much you can do about number one. You don’t want to retarget people who aren’t in your audience, because they’ll rarely make a purchase.
A focus on the number two reason can greatly increase your retargeting conversions, though. Let’s say a website visitor clicked on a product, but they didn’t buy it. Maybe they’re worried the size or color isn’t accurately shown in the picture, or they want to shop around based on price, or they’re not sure if the product is actually “worth” their money.
This is where a video advertisement works wonders. You can use video content to answer some of the questions your clients might have. You can address the most common objections to your products by talking about the product, or better yet, showing the product in use.
Video is the best tool to show exactly how your offering is unique and a cut above the rest. You can show it in use, show off its unique features, or show how it fits or works. Videos are the closest thing your customers can get to feeling, touching, and experiencing the product first hand.
2. Give social proof
Still on the number two reason, one of the most effective ways to quell consumer’s hesitancy is with testimonials and reviews. People trust online reviews as much as they trust personal recommendations.
Written reviews on your products work well, but they may not always be enough to push conversion. Video testimonials allow potential customers to see themselves reflected in your happy clients. When they see that it solves similar customers’ problems, they’re more likely to relate to your brand—and make the purchase.
Imagine someone is interested in your product, but they don’t buy. The next day, they’re scrolling through Facebook and they watch a video of 10 people absolutely raving about that same product. Not only is the product top of mind again, but they’ll also have a positive impression and connection that will intrigue them to purchase.
Another great way to give social proof? Influencers. Retargeting leads with influencer marketing can show a serious bump in conversion rate. If you’ve partnered with an influencer in your industry or sphere, it’s likely that your target audience already knows that influencer to some degree. When they see a video of someone they already trust endorsing your product, they’re significantly more likely to go back to your site to make a purchase themselves. Don’t underestimate the power of not only partnering with an influencer for a short-term push but also reusing their videos for long-term retargeting campaigns. Get the scoop on influencer marketing here.
3. Share your brand
The third reason they didn’t buy is a little more complex, but this is especially where video shines. Customers no longer want to buy products from faceless corporations. They buy from people-driven brands that they believe in, brands whose mission statements they personally align with.
That’s why online video advertising has become such an integral part of retargeting. It’s not just more words hoping to sell the customer. The video actually adds more value during the follow-up process. It’s not just reiterating a product that the customer already saw (and didn’t buy) or a written brand statement that didn’t resonate with them.
Video offers more information alongside emotion and entertainment to create an unforgettable retargeting experience.
Check out the True Film brand video as an example. We let you know who we are, what we do, and why we do it– in just a minute. We don’t just tell you about our brand. We show you.
Types of videos to share your brand:
- Depiction of business mission and values in action
- Story of brand history or purpose
- Spotlight on CEO/founder
- Introduction to employees or team
- Community engagement stories
- Video case studies
Are you creating content with your business mission in mind? Neglecting to do so will cost you customers. But if your online video advertising is aligned with your brand, your audience will sense the authenticity—which will push them towards conversion.
4. Gather feedback
Another retargeting method is not to sell your brand or product but to find out why the viewer chose not to convert in the first place. Gathering feedback helps you better understand how to advertise, sell, and target your products in the future. You might want to them with questions so you can learn more about the efficacy of your sales funnel:
- Why did you leave?
- What could we have done or explained better?
- Where can we provide even more value?
Can you use a video to gather this feedback? Yes! This is an awesome opportunity to show someone from your team asking these questions to the audience in an honest, curious way. The target will feel like their opinions are heard and respected, and this personal face creates a more intimate connection and conversation between consumer and brand.
You’ll likely start getting video comments with feedback, which allows you to both learn and adjust your campaigns as well as offer another opportunity to “wow” these lost leads.
Why Retarget With Videos
Online video advertising puts the personal back into business. The video medium gives you the opportunity to share your values and your story. You’re not just retargeting leads with information or products they’ve already seen. You’re adding even more value by entertaining, inspiring, and engaging through visual storytelling. Your videos reopen the conversation with potential leads and previous customers by cutting through the “noise” of social media to get at the heart of what’s real and authentic with your brand.
Not sure where and how you should incorporate video in your retargeting campaign? No worries. Reach out to us and we can help personalize an online video advertising strategy that will gather leads, boost conversions, and show results. Let’s start collaborating.
Reading Time: 5 minutes
By Stanley Meytin
If you’re looking to take your online ad campaigns to the next level, video retargeting might just be your greatest competitive advantage.
Today, we’re giving you the inside scoop about how you can leverage video a key asset for advertising campaigns online.
How does “retargeting” work?
“Retargeting” has become a major movement in digital advertising, because it gives you the opportunity to generate multiple impressions on a target visitor. It’s not only about a viewer seeing your ads several times, though. Retargeting now allows you to tailor the content they see based on where they are in your sales funnel.
For example, a website visitor clicked on a specific product. Maybe they even clicked on it multiple times. You can retarget them on social media or other platforms showing them that product, relevant deals, or info about your brand.
But social platforms have become more complex and advanced than even a few months ago. Now, retargeting doesn’t mean you can only send them back to the page or product they were previously looking at. Now, you can tailor your messaging and advertisements based on the exact part of the sales funnel your lead is in. If it’s their first impression, they might see a video about your brand mission. But the third impression might have a stronger CTA for a specific product or service.
This kind of personalized retargeting is prime real estate for videos to step in and step up.
How can you use video to bump up the success of your retargeting campaigns?
1. Address their objections
The biggest reason you’re retargeting a customer is because they didn’t purchase or convert the first time around. There are three primary reasons they didn’t buy:
- The product isn’t relevant to them
- They have questions, objections, or hesitance about your product
- They don’t “buy in” to your brand
There’s not much you can do about number one. You don’t want to retarget people who aren’t in your audience, because they’ll rarely make a purchase.
A focus on the number two reason can greatly increase your retargeting conversions, though. Let’s say a website visitor clicked on a product, but they didn’t buy it. Maybe they’re worried the size or color isn’t accurately shown in the picture, or they want to shop around based on price, or they’re not sure if the product is actually “worth” their money.
This is where a video advertisement works wonders. You can use video content to answer some of the questions your clients might have. You can address the most common objections to your products by talking about the product, or better yet, showing the product in use.
Video is the best tool to show exactly how your offering is unique and a cut above the rest. You can show it in use, show off its unique features, or show how it fits or works. Videos are the closest thing your customers can get to feeling, touching, and experiencing the product first hand.
2. Give social proof
Still on the number two reason, one of the most effective ways to quell consumer’s hesitancy is with testimonials and reviews. People trust online reviews as much as they trust personal recommendations.
Written reviews on your products work well, but they may not always be enough to push conversion. Video testimonials allow potential customers to see themselves reflected in your happy clients. When they see that it solves similar customers’ problems, they’re more likely to relate to your brand—and make the purchase.
Imagine someone is interested in your product, but they don’t buy. The next day, they’re scrolling through Facebook and they watch a video of 10 people absolutely raving about that same product. Not only is the product top of mind again, but they’ll also have a positive impression and connection that will intrigue them to purchase.
Another great way to give social proof? Influencers. Retargeting leads with influencer marketing can show a serious bump in conversion rate. If you’ve partnered with an influencer in your industry or sphere, it’s likely that your target audience already knows that influencer to some degree. When they see a video of someone they already trust endorsing your product, they’re significantly more likely to go back to your site to make a purchase themselves. Don’t underestimate the power of not only partnering with an influencer for a short-term push but also reusing their videos for long-term retargeting campaigns. Get the scoop on influencer marketing here.
3. Share your brand
The third reason they didn’t buy is a little more complex, but this is especially where video shines. Customers no longer want to buy products from faceless corporations. They buy from people-driven brands that they believe in, brands whose mission statements they personally align with.
That’s why online video advertising has become such an integral part of retargeting. It’s not just more words hoping to sell the customer. The video actually adds more value during the follow-up process. It’s not just reiterating a product that the customer already saw (and didn’t buy) or a written brand statement that didn’t resonate with them.
Video offers more information alongside emotion and entertainment to create an unforgettable retargeting experience.
Check out the True Film brand video as an example. We let you know who we are, what we do, and why we do it– in just a minute. We don’t just tell you about our brand. We show you.
Types of videos to share your brand:
- Depiction of business mission and values in action
- Story of brand history or purpose
- Spotlight on CEO/founder
- Introduction to employees or team
- Community engagement stories
- Video case studies
Are you creating content with your business mission in mind? Neglecting to do so will cost you customers. But if your online video advertising is aligned with your brand, your audience will sense the authenticity—which will push them towards conversion.
4. Gather feedback
Another retargeting method is not to sell your brand or product but to find out why the viewer chose not to convert in the first place. Gathering feedback helps you better understand how to advertise, sell, and target your products in the future. You might want to them with questions so you can learn more about the efficacy of your sales funnel:
- Why did you leave?
- What could we have done or explained better?
- Where can we provide even more value?
Can you use a video to gather this feedback? Yes! This is an awesome opportunity to show someone from your team asking these questions to the audience in an honest, curious way. The target will feel like their opinions are heard and respected, and this personal face creates a more intimate connection and conversation between consumer and brand.
You’ll likely start getting video comments with feedback, which allows you to both learn and adjust your campaigns as well as offer another opportunity to “wow” these lost leads.
Why Retarget With Videos
Online video advertising puts the personal back into business. The video medium gives you the opportunity to share your values and your story. You’re not just retargeting leads with information or products they’ve already seen. You’re adding even more value by entertaining, inspiring, and engaging through visual storytelling. Your videos reopen the conversation with potential leads and previous customers by cutting through the “noise” of social media to get at the heart of what’s real and authentic with your brand.
Not sure where and how you should incorporate video in your retargeting campaign? No worries. Reach out to us and we can help personalize an online video advertising strategy that will gather leads, boost conversions, and show results. Let’s start collaborating.
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at delivering your message in a way that matters. Let’s make sure you do it right.
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