Five Relevancy Strategies to Break Through and Engage Your Audience

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Five Relevancy Strategies to Break Through and Engage Your Audience

Post by Dorothy Kornacki, Media Directorrelevancy 1 Today, participants move fluidly across devices and channels, and they’re continually being bombarded by messages.  How can brands break through the clutter and engage these participants?  Answer: by creating relevant experiences that speak directly to participants’ needs, wants and barriers.  Relevancy is a lot of work, but it’s crucial in today’s landscape.  In this post, I outline five relevancy strategies that have proven successful for the brands I work with. 1.        Integrated Cross-Channel Messaging Make it easy for users to hop from one channel to another, all while seeing a consistent message.  Leverage paid, owned and earned media in sync to foster relevancy.  For instance, paid media like paid search and display should integrate seamlessly with owned media like your landing pages.  Throw in some earned media (e.g. shares, mentions and reviews) to create even more relevant experiences.  For instance, integrating positive customer reviews into paid ads will increase the likelihood of engaging participants. 2.        Participant Insights One of the pillars of relevancy is the importance for brands to talk with participants, not at them.  This requires the use of tools to gain insights into your audience—to figure out the best ways to engage them (where, when, how).  For instance, we leverage tools like Hitwise, comScore and competitive monitoring tools to visualize upstream/downstream data.  Specifically, these tools enable us to see what URLs people go to directly before and after interacting with certain sites. These insights can be leveraged to optimize paid media.  For example, if we see significant traffic to a competitor’s site from paid search, we can analyze the competitor’s copy to see what it’s doing (e.g. its offers) to foster relevancy.  Earned media (e.g. social listening) can also be used to learn how to talk to your audience in the most relevant way. 3.       Structured Ad Copy Testing Structured creative testing is a must for achieving optimal relevancy.  Whether your goal is direct response or brand awareness, harnessing insights from combinations of factors in ads is essential to successful messaging.   Just as important, ad copy testing shows advertisers what messaging doesn’t work.  Insights can then be taken from paid to owned media.  For example, a particular product description used in creative messaging for paid media that performs very well/poorly, should be included/omitted from a brand’s website. 4.       Paid & Organic Integration (OneSearch) Managing paid and organic search holistically enables you to share learning across the disciplines.  For instance, if particular messaging performs well in organic search in terms of click-through rates (CTR), you could test similar messaging in paid search to boost CTRs.  Or, paid search can give you insights into search keyword volume that you could use to focus your organic search efforts on the most relevant keywords to your customers. 5.      Advanced Targeting There’s no better way to be relevant to an audience than through granular targeting.  Google in particular has a wide target audiencevariety of targeting settings to ensure that advertisers reach the right people when it matters, including Remarketing.  Creating Remarketing campaigns in the Google Display Network (GDN) is a great way to stay relevant to the right people for a longer amount of time. After a user visits a brand’s owned media or interacts with a paid ad, a cookie is used to retarget the viewer as they visit different pages.  Chances are, this user is still in the market for the specific product or service, and your ad will still be relevant to them.  Remarketing gives searchers another opportunity to connect to your brand and can drive additional conversions or awareness. Leverage the above strategies to create the most relevant experiences online to break through the clutter, drive more qualified clicks, lower costs and—ultimately—increase performance.

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