1st & 2nd Touch Content Strategy
January 27, 2019
January 27, 2019
Hey everybody. Adam Arkfeld with ParaCore, the owner of ParaCore. We’re a pay-per-click lead generation agency. And in today’s video, we’re going to talk about content strategy around retargeting campaigns. And more specifically, traffic building leading into a retargeting campaign.
So let’s talk about this strategy just high-level before we get into the content part. A traffic-building campaign is: taking a marketing campaign and pushing it out to an audience that doesn’t know you or your brand or your business, which is what we call a first touch ad. It’s the first time that they’re seeing your business. You’ll put out a video or an image or whatever it might be. You’re gonna push out an ad, someone that doesn’t know you is gonna see it, and they’re gonna be introduced to your brand. And ideally, this is the first touch, and when they see your ad they’re gonna click the ad and go to a landing page or a website, and that’s gonna be the first touch. So in this really very basic diagram here, we’re talking about first touch ad right here. They click it. They then go to a website or a landing page. And then they’re gonna be pixeled. So they’ll be pixeled by Google or by Facebook or Linkedin or something like that.
Now the idea of a traffic-building campaign means that we’re driving a ton of traffic to your website that we’re not necessarily expecting to convert, though we hope it converts. But really what we’re doing is we’re building an audience. We’re building a retargeting audience. Once someone has hit your website, they’re in your remarketing network, campaign, strategy, whatever you want to call it, for a long time, maybe up to 180 days, 365 days. I think it’s 580 days for Adwords, for Google ads. So they can be in your network for a really long period of time, alright? So they see the first touch ad. It’s something that interests them. They click that ad and then go to your website or landing page. They’re pixeled. And then they’re gonna see a second touch ad.
Now the part I wanna talk about in this video specifically is that the content in your first touch ad, your content strategy, definitely needs to be different than the content in your second touch ad. The first touch ad is softer. It’s talking about benefits. It’s trying to get someone interested. It’s a softer approach to the messaging and the consumer an the marketing, right? So they don’t know who you are. They don’t trust you. They’re probably not gonna buy. You may have calls to action, like check out this product, learn more about us, does this interest you. Maybe you’re dong a promotion or something. But you’re really not giving them like a hard sell, okay?
But what you’re doing is your introducing them to the brand like we talked about. So you give them a soft sell. You kind of get them interested. Then they go to the website and they’re like, ah, this company seems pretty cool. I’m not ready to buy, but like my kid just distracted me, but sounds interesting. These shoes sound cool. I think I heard someone talking about ’em. So now they’re in your remarketing campaign, an they go to second touch. Now the idea is that, they’re already introduced to your brand. So if you’re talking to a consumer that already knows your brand, you’re gonna be a little bit more direct. If you you’ve already spent some time with them, it’s like are you ready to buy yet?
Like, a sales person at some point in time in a conversation is gonna establish rapport. And they’re gonna ask you about your kids and what you do. I’ve got like a car salesman in my head. They’re gonna go through this like rapport building. And then they’re gonna try and build trust. And they’re gonna show you the cars. And then at some point they’re gonna transition to trying to sell you. And they’re gonna transition to saying, so what do you think? So you know, do you wanna go down and sit down and talk about pricing? They’re gonna do some sort of sales transition where they move out of the sales process and into the closing process. And your second touch or third touch or fourth touch ads should have a strategy similar to that.
So you’re not gonna have a soft sell here. I mean on a second touch ad you’re not gonna have a hard sell. But you’re gonna do something like, you know, like buy now. I mean that’s a hard sell. But you’re gonna get more into a buy-now mode. You’re gonna say hey are you ready to purchase? If you’re doing e-commerce and it’s an abandoned cart, it might be like, did you leave something in your cart? So your messaging is different. You do not wanna run the same messaging in the retargeting campaign, the same ads, the same imagery, the same everything in the retargeting campaign as your running in the first touch campaign. Now only are you missing an opportunity to have stronger messaging, but the person in the first touch campaign is now seeing the same ad more often because the retargeting ad is running with the same ad copy. And one strategy you could take if you’re on Facebook is, anyone that’s in your retargeting pixel, you could exclude from your first touch campaign.
So that means, like, I’m the consumer, I’ve been introduced to the brand. I saw the first touch ad. I clicked it. I went to the landing page. Now I’m excluded from that first touch ad. And I’m not actually gonna see that ad anymore because I was excluded from it. Now I’m only gonna see the second touch ad. So they’re kinda taking me down a funnel. If you have a little bit longer sales cycle, or you just wanna get more elaborate with your campaigns, you might do the exact same thing with a third touch ad and keep going, and keep taking someone down the funnel. But from a content-messaging strategy, as consumers become more familiar with their brand and more aware and know who you are, you can start changing your messaging, getting a little bit more direct. So do not run the same messaging on your second touch ad as you’re running on your first touch ad. And there’s a pretty strong case to be made for excluding your retargeting audience out of your first touch campaign, so they’re only seeing the second touch ad. That way they’re not seeing the first touch ad over and over.
Like, I saw the first touch ad, I clicked it, and then I’m still seeing it? And I’m still seeing the second touch ad? And it’s like, I keep seeing the same ads, and I’ve engaged and I’m like kind of in the network. Take them through a bit of a story. And there’s some point where you get to the end and it’s like okay we’re just nurturing them now. They’re seeing kind of evergreen ad content. But move them through and don’t use the same content So if you have any other questions or comments, please leave them below in the comments section. My name is Adam, again, owner of ParaCore. We’re a pay-per-click marketing agency specializing in paid search and paid social. Info is in the description if you want to reach out. Thanks for watching.
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