Combining Retargeting with Influencer Marketing Campaigns

What is Retargeting?

Retargeting refers to targeting website visitors who have shown interest in a brand or product but did not convert. It involves using pixels or cookies to track website visitors and then retargeting them with display ads on other sites they visit.

The goal is to remind them of the brand and encourage them to take action like making a purchase.

What is Influencer Marketing?

Influencer marketing involves partnering with social media influencers who have loyal followings in your target audience. Influencers create sponsored content promoting your brand or products to their followers.

The goal is to leverage their authority and trust with followers to drive awareness, consideration, and purchases.

How Can They Be Combined?

Retargeting and influencer marketing can be very effective when used together in an integrated campaign. Here are some ways to combine them:

1. Retarget influencer followers: Run retargeting ads to the followers of any influencers you partner with. This allows you to further promote your messaging to a primed audience.
2. Retarget website visitors with influencer content: Create retargeting ads featuring influencer content like reviews, tutorials or endorsements. This personalized reminder can encourage engagement for visitors interested in your products or services.
3. Cross-promote on each channel: Encourage influencers to promote your retargeting campaigns on their channels. And promote any new influencer content through your retargeting ads. This amplifies your messaging across multiple touchpoints.
4. Retarget low-intent website traffic: Use retargeting to re-engage visitors who showed low purchase intent, with personalized influencer content designed to educate and increase intent.
5. Measure and optimize: Track metrics like clicks, purchases or signups from each channel to understand what combination of influencer and retargeting messaging performs best. Adjust campaigns accordingly over time.

Combining Retargeting with Influencer Marketing Campaigns: Examples

Combining the power of influencer marketing with the precision of retargeting can significantly boost your campaign results. Here are some examples of how to effectively combine these two strategies:

1. Retargeting Website Visitors from Influencer Content:

• Scenario: An athleisure brand collaborates with a fitness influencer to promote their new line of leggings.
• Action:
  • The influencer shares a blog post or social media post featuring the leggings and includes a link to the brand’s website.
  • The brand implements a retargeting pixel on their website to track visitors coming from the influencer’s link.
  • Visitors who landed on the website but didn’t make a purchase are then shown retargeting ads featuring the same leggings or related products.
• Benefit: This approach ensures that interested users who discovered the product through the influencer are reminded about it, increasing the chances of conversion.

2. Creating Lookalike Audiences from Influencer Engagement:

• Scenario: A beauty brand partners with a makeup artist influencer to showcase their new eyeshadow palette.
• Action:
  • The influencer creates video tutorials using the palette and shares them on social media.
  • The brand uses platform tools (like Facebook Pixel or TikTok Pixel) to track users who engage with the influencer’s content (likes, comments, shares, video views).
  • The brand then creates “lookalike audiences” – users with similar demographics and interests as those who engaged with the influencer’s content.
  • Targeted ads showcasing the eyeshadow palette are then shown to this new, broader audience.
• Benefit: This strategy helps the brand reach a larger audience with a high probability of interest in their product, leveraging the influencer’s established credibility and audience reach.

3. Retargeting Users Who Interacted with Influencer Ads:

• Scenario: A tech company runs sponsored posts with tech reviewers on social media platforms to promote their latest smartphone.
• Action:
  • The influencers create sponsored posts featuring the smartphone and its features.
  • The company implements retargeting pixels to track users who engage with these sponsored posts (clicks, views, etc.).
  • Users who interacted with the influencer ads but didn’t make a purchase are shown retargeted ads with special offers, customer reviews, or more in-depth information about the smartphone.
• Benefit: This approach allows for a more personalized follow-up with potential customers who have already shown initial interest through influencer content.

4. Utilizing Influencer-Generated Content in Retargeting Ads:

• Scenario: A travel agency collaborates with travel bloggers to showcase exotic destinations.
• Action:
  • The bloggers create captivating blog posts, photos, and videos of their experiences, featuring the agency’s services.
  • The agency repurposes this influencer-generated content in their retargeting ads, showcasing authentic experiences to potential customers.
  • Users who previously visited the agency’s website or interacted with their social media are shown these visually appealing ads, reminding them of the unique travel experiences offered.
• Benefit: This strategy leverages the trust and authenticity associated with influencer-generated content to create more engaging and relatable retargeting ads.

Key Takeaways:

• By strategically combining influencer marketing and retargeting, brands can maximize their reach, engagement, and ultimately, conversions.
• This approach allows for a more targeted and personalized advertising experience, reaching the right audience at the right time with the right message.
• Remember to track and analyze the results of your campaigns to optimize your strategies and maximize ROI.

FAQs

Q1. How do I find influencers to partner with?

There are several ways to find relevant influencers for your brand or product category:

• Search by hashtag on Instagram to see popular influencers
• Use influencer marketing platforms like AspireHQ, IZEA or Markerly
• Check influencer databases like InfluencerDB, Upfluence or Klear
• Search your competitors’ brands to see who they’re partnering with
• Reach out to micro-influencers in your local area on Instagram

Q2. What should be included in an influencer brief?

An effective influencer brief should include:

• Background on your brand and target audience
• Campaign objectives and key performance indicators
• Details on the product/service and call-to-action
• Creative assets and sample social posts
• Timelines and deadlines
• Compensation and payment terms
• Ideas for content formats like photos, videos, stories
• Contact details for collaboration

Q3. How do I measure influencer marketing success?

Some key metrics to track include:

• Website traffic from influencer links
• New followers and engagement for featured influencers
• Conversions like purchases, signups or downloads
• Survey influencer followers on campaign awareness and impact
• Monitor branded hashtags and mentions
• Track offline sales if influencers provide promo codes
• Analyze ROI by comparing costs to new revenue

Q4. What are some influencer marketing best practices?

• Establish clear, measurable goals upfront
• Choose influencers with aligned target audiences
• Develop a budget and negotiate fair compensation
• Provide detailed, creative briefs for each campaign
• Set expectations around timelines, deliverables and approvals
• Monitor influencer posts and engage with their followers
• Express gratitude and continue the relationship after campaigns
• Analyze metrics to optimize future influencer selection and content

Q5. How do I scale influencer marketing?

Some ways to scale your influencer strategy include:

• Partner with micro-influencers in local markets for hyper-targeted campaigns
• Collaborate with mid-tier and macro-influencers to reach broader audiences
• Automate some influencer outreach and management processes
• Develop brand ambassador programs for ongoing influencer partnerships
• Leverage influencer marketing platforms for campaign management at scale
• Integrate influencer efforts with other digital channels like social media ads
• Continually test and optimize influencer selection, content and compensation
• Gradually increase your influencer marketing budget as you see success

In Closing

In summary, combining retargeting with influencer marketing allows brands to create continuous and personalized messaging to customers across different stages of the buyer journey.

When done strategically, it can significantly boost campaign results by leveraging the strengths of both channels. Regular testing and optimization is important to maximize the synergies between retargeting and influencer efforts over time.