With tools like Sitefinity Insight and Sitefinity CMS, you can tailor your digital advertising efforts to the specific personas that matter most to your business, thereby enhancing engagement and driving conversions.
What are Sitefinity Insight and Sitefinity CMS?
Sitefinity Insight is a robust analytics and marketing platform designed to provide deep insights into customer behavior. It allows marketers to track, segment, and analyze visitor data to create detailed customer personas. These analytics enable personalized marketing strategies that resonate with different audience segments, ultimately improving customer engagement and satisfaction.
Sitefinity CMS (Content Management System) is a flexible and scalable platform for managing web content. It allows businesses to create, edit, and publish content across various digital channels effortlessly. Sitefinity CMS integrates with Sitefinity Insight to provide a seamless experience in managing personalized content for different audience segments.
Understanding Digital Ad Retargeting
Digital ad retargeting is a strategy used to re-engage visitors who have previously interacted with your website. By displaying targeted ads to these visitors as they browse other websites or use social media, you can remind them of your brand and encourage them to return to your site to complete their purchase or take another desired action. Retargeting is highly effective because it is very cost effective and it focuses on individuals who have already shown interest in your products or services.
Why Retarget Based on Sitefinity Insight Personas?
Retargeting based on Sitefinity Insight personas is a powerful approach because it combines the precision of personalized marketing with the effectiveness of retargeting.
- Enhanced Relevance: Personalized ads are more likely to capture the attention of your audience since they are tailored to their specific interests and behaviors.
- Higher Conversion Rates: By targeting personas who have already shown interest in your brand, you increase the likelihood of converting them into customers.
- Improved ROI: Personalized retargeting efforts are more cost-effective, as they focus on audiences with a higher propensity to convert, maximizing your marketing investment.
By aligning your retargeting efforts with the detailed personas created in Sitefinity Insight, you can deliver highly relevant ads that resonate with the specific interests and behaviors of your audience segments.
How to Implement Retargeting Based on Sitefinity Insight Personas
Implementing a retargeting strategy based on Sitefinity Insight personas involves several key steps. Here's a step-by-step guide to help you get started:
Step 1: Define Personas in Sitefinity Insight
Before you can retarget based on personas, you need to have detailed personas defined in Sitefinity Insight. These personas should be based on comprehensive data analysis, including the demographic, psychographic, and behavioral characteristics of your audience.
Step 2: Set Up a Digital Ad Account
Ensure you have a digital ad account with a platform that supports retargeting, such as Google Ads. This account will be used to create and manage your retargeting campaigns.
Step 3: Personalized Content Block (or Script Block) in Sitefinity CMS
In Sitefinity CMS, add a content block and create a personalized variation which corresponds to each persona you want to retarget. It is advisable to add this content block and its variations to your site template so that you can track visitors across the entire site.
Step 4: Create Audience Segments in Your Digital Ad Platform
Set up audience segments in your digital ad platform that correspond to the personas you have defined in Sitefinity Insight. This allows you to target ads specifically to each persona.
If you’re doing this with Google Ads, you want to create a new “Audience” that is based on “Visitors of a page with a specifics tags.” At the end of that setup you’ll be given a new embed code unique to this audience.
Step 5: Customize Content for Each Persona
Personalize the content block for each persona and include the corresponding audience segment retargeting tracking code.
Step 6: Deliver Digital Ads
From within your digital ad platform, you can now setup your advertising campaigns and select your persona-based audience as your target.
Need a hand?
Get in touch with one of the Proven Alliance members if we can guide you through this process. Your situation may require using a Script Block instead of a Content Block. You may also need to configure Sitefinity to allow embedding scripts on your site.