Creating Content for engaging and retargeting The Holiday Shopper, can make all the difference to your campaign performance, from generating awareness to increasing conversions. As you have a large set of audience that may have visited your brand’s site, you may choose to select a sub-segment for retargeting depending on your campaign objective. To know more about Best Practices For Cross-Device Mobile Retargeting, Click here.
Here are five ways to create content for retargeting audiences during the Holiday Season.
Content With Purpose
Walmart’s content for Holiday Season with ideas that can be navigated to from the main menu focuses on making holiday entertainment moments rewarding for engaged content users with tips and tricks, that mark the holiday season celebrations. One of the Features posted on Walmart’s Celebrations planning section, is tips on setting a Hot Chocolate Bar.
Among other recipe ideas Walmart’s site allows for user reviews that users can browse through for inspiration. The ideas for cup-cake recipes have a featured section with recommended recipes that helps users browse through other recipes of interest.
For customers who are looking at gifts for holidays can pick one of the designed cards for Christmas, that adds to the Party Fun.
Walmart’s content has been designed to give a seamless experience for users who are looking at planning and entertaining. With a clear content strategy Walmart has engaged segments of Gift shoppers as well as those that entertain at home.
Takeaway: Create content that will answer search queries for all segments of Holiday Shoppers. In the content experience created by Walmart, audiences that are from different segments, right from Gift shoppers to those planning holiday parties are likely to discover content options.
Advertising: Google’s RLSA can help you promote your content for engaging the users that have browsed your retail site, but have not purchased. For Cart abandons, targeting audiences with content campaigns based on intent or behavioral signals can repurpose content for relevant search queries.
- intent: user intent as expressed by the search term entered into the Google Search engine
- behavioral signal: a previous visit to your website is generally a strong signal that the user is more likely to convert on your site than a searcher who has not yet visited your site
Google’s Text messaging can help you reach audiences that may have looked up your offers and deals for special promotions,targeting them with a text messaging campaign to sign up for content updates can turn them into repeat visitors.
Content That Generates Interest
Know how your audiences are discovering content and promote your content with posts featured for those publishers. The Huffington Post, features deals for Star Wars fans with links to the sites where audiences are most likely to find the merchandise, with links to the landing page. In the example of the image below, Sphero – BB 8, customers can find the Star Wars merchandise at Best Buy or Sphero.com. The post features the two options, where users can decide on the
Takeaway: Publisher content that your users are most likely to be looking for can feature brand content such as reviews that can help you upsell or convert .
Advertising: Facebook’s Social Media Posts from publishers provide a greater reach and obtain a higher number of viral impressions. Update the product Landing page with user-generated content that audiences are most likely to share.
Content That Is Suitable
The Cheesecake Factory posts remind audiences about relevance of Desserts for the holiday menu.
The promotion on Gift card, engages audience with rewards that are extended post the holiday season. For every $25 in gift cards purchased audiences receive a complimentary slice of cheesecake.
Takeaway : Create content that will answer a specific query within a context. In the content experience created by The Cheesecake Factory, audiences shopping for Dessert options, are,most likely to be looking for Dessert recipe ideas. Promoting recipe ideas sequentially can help engage audiences who have earlier visited your site for Holiday Season offers.
Advertising: Facebook’s Promoted Posts and Twitter’s Promoted Tweets as well as Facebook offers can be used to promote the offer during the holiday season. Update the Offer Landing page with content that audiences are most likely to share.
Content That Is Snackable
As important as it is to make appealing and engaging content for gaining shares, Content that is snackable is most likely to be acted upon. The Yahoo Food post below gives Cookie Hacks that are presented in a visually engaging format which is more likely to be viewed. With video providing the entire experience in one go, audiences looking for answers or further information will visit the brand site. Engaged audiences that have gained information required are most likely to complete the purchase.
Takeaway : Creating Snackable content not only answers a query within a context, but helps audiences decide with relevant information.
Advertising : Formats that engage users with an engaging tagline can help you get the winning content piece. Start with how the content helps your audience. Use the advertising format on Social Networks that is appropriate for promoting your post.
Content That Provides Value
Macy’s Gift Guide features Today’s Top Gift that lets users choose the option that provides better value for special occasions.
Takeaway : Creating offers-led content can re-engage users who may have looked for gifts earlier. Segmenting your users based on past purchase behavior can help you promote the content at the right time.
Advertising : Timing Matters. If Your customers convert at a later stage, promote posts and Shopping Campaigns with offers and deals when they are most likely to click-through and convert.