This February, Nicky Cheung and I hosted a webinar on maximizing retargeting ad strategies for your equity crowdfunding campaign. I wanted to share some valuable insights for those who couldn't attend or are looking for a refresher.
Understanding Retargeting for Investors
At its core, retargeting is about reconnecting with people who've already shown interest in your campaign. Using pixels and IP tracking, we can create multiple touchpoints in order to keep their interest growing.
But why is retargeting particularly effective for investor acquisition? Our data shows investors typically need 7-17 touchpoints before making an investment decision. That's significantly more than e-commerce purchases, which often convert after just 3-5 interactions.
As we discussed in the webinar, investment decisions require more trust-building because:
Higher minimums ($250-500+) require more consideration
Investors research across multiple platforms before deciding
Most prefer joining campaigns that already show momentum
Building sufficient trust requires a consistent presence
Strategic Audience Segmentation
One of the most valuable discussions during our webinar centered on how to map audience segments effectively. Unlike general marketing, investor retargeting requires specific approaches:
Income-Based Targeting: For cold prospecting, focus on the top 10-25% income brackets for Reg CF campaigns or the top 10% for Reg A+.
Engagement Tracking: Retarget site visitors, ad engagers, and especially those who've initiated checkout.
Time-Based Targeting: We found particular success targeting cart abandoners within 14-30 days, while checkout initiators should be approached more aggressively within 7 days.
Creative Best Practices That Drive Results
During our Q&A session, many attendees asked about creative strategies. Our top recommendations include:
Maintain 5-10 different ads in your retargeting rotation to prevent fatigue.
Show campaign momentum through milestone updates.
Use selfie-style video testimonials from current investors.
Highlight specific, quantifiable growth metrics.
Remember, each ad should be strong enough to stand alone – even warm leads may have forgotten your initial pitch.
Measuring Success Beyond Basic Metrics
While many marketers focus solely on click-through rates, we shared a more comprehensive approach to measuring retargeting success:
Track baseline metrics: aim for $1 cost per click and 1-2% CTR.
Analyze your conversion funnel to identify drop-off points.
Monitor video engagement, especially the critical first 5 seconds.
Evaluate your total retargeting pool size (ideally 25,000-50,000+).
Final Advice from Our Team
The most important takeaway from our webinar? Consistency matters more than perfection. Don't give up too early – advertising success often comes after the first quarter. Set up tracking for multiple timeframes (7, 30, 60, 180, 365 days) to keep your audience warm for future raises.
As always, we're here to help. If you have questions about implementing any of these strategies for your campaign, don't hesitate to reach out.
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