What kind of content do you recommend posting on retargeting campaign?

The short answer is that an effective retargeting campaign blends a variety of content types including customer testimonials without any direct call to action, videos showcasing offers recorded on job sites, and general brand awareness content that highlights work in progress. All of these elements work together within a leads-based campaign structure.

Full Explanation

A successful retargeting campaign does not rely on pushing a hard sell or immediately asking for conversion. Instead, it leverages a strategic mix of content that builds trust and familiarity. One key type of content is customer testimonials that share positive experiences but intentionally omit any hooks, offers, or calls to action. This allows the audience to absorb authentic feedback in a non-aggressive manner.

In addition to testimonials, incorporating videos of offers recorded directly on job sites adds a dynamic and relatable element to the campaign. These videos help convey real-world applications and the value proposition without overwhelming the viewer with sales pressure.

Lastly, general brand awareness content plays a vital role. This content might include footage of the team actively working on site, showcasing professionalism and commitment. Together, these types of content create a multi-dimensional approach that nurtures leads rather than aggressively pursuing them.

Step-by-Step Breakdown

Start with Customer Testimonials: Share genuine customer experiences but refrain from including any call to action, hooks, or promotional offers.
Add Videos of Offers on Job Sites: Create and include videos that highlight special offers or services, filmed directly at job sites for authenticity and impact.
Include General Brand Awareness Content: Share behind-the-scenes content or clips that show your team actively working, which enhances brand visibility and trust.
Integrate All Content into a Leads-Based Campaign: Use these content types collectively as part of a campaign designed to generate and nurture leads without pushing immediate sales.

Real Examples

While specific examples are not explicitly provided, the recommended content buckets imply practical implementation. For instance, a customer testimonial video might feature a satisfied client discussing their experience without any mention of a special offer or next steps. Videos captured on location could show current projects with brief mentions of available services but no direct invitations to purchase. General brand awareness material might portray team members at work, emphasizing quality and reliability.

Common Mistakes

Including a direct call to action or promotional offer within customer testimonial content, which may reduce authenticity.
Failing to diversify content types and relying solely on hard sales messages, which can lead to audience disengagement.
Neglecting the importance of brand awareness content, missing out on nurturing leads through trust-building visuals.
Not aligning all content within a leads-focused campaign structure, which can cause inefficiencies in audience targeting and message consistency.

FAQs

Why should customer testimonials exclude calls to action?

Excluding calls to action in testimonials helps maintain their authenticity and avoids making the content feel like a sales pitch, which can build trust more effectively.

What is the role of videos filmed on job sites?

These videos provide a dynamic and genuine look at your services and offers in action, helping potential leads visualize the value you provide.

How does general brand awareness content fit into retargeting?

It nurtures potential leads by reinforcing your brand’s credibility and professionalism without pressuring them to convert immediately.

Key Takeaways

Blend customer testimonials without a call to action, videos of offers on job sites, and brand awareness content for an effective retargeting campaign.
Use each type of content to build trust, showcase value, and increase brand familiarity without aggressive sales tactics.
Ensure all content is coordinated within a leads-based campaign to maximize impact and lead nurturing.