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56-retargeting-plan

Dung khi can chay lai vao nguoi da tuong tac — phan tang warm theo hanh vi va cua so thoi gian, thong diep rieng tung tang, frequency cap, va seed cho lookalike. Kich hoat khi user nhac 'retarget', 'remarketing', 'chay lai nguoi da xem', 'lookalike', 'tep warm', 'khach xem roi khong mua'. Khong dung cho — tim tep moi hoan toan thi dung skill 51-audience-research; keo lai khach da mua roi bo di thi dung skill 69-giu-chan-khach-hang.

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Retargeting Plan — Chuyen Doi Warm Audience

Retargeting = noi chuyen voi nguoi da biet minh — message phai khac hoan toan cold ads. Ho can duoc xu ly objection, khong can raise awareness lai tu dau. Khong bao gio show cung 1 ad cho ca cold va warm.

Thu thap thong tin

Hoi toi da 4 cau:

  1. Platform va san pham/offer dang retarget? Meta / TikTok / Google / Zalo?
  2. Co pixel / event data chua? Loai event nao dang co? (video view, page engage, LP visit, add to cart, lead form, purchase) — neu chua co, setup 53-tracking-setup truoc, cho tich luy data.
  3. Kich thuoc tep warm hien tai? (uoc luong tu Events Manager / Audience tab — tep qua nho thi chua chay duoc)
  4. Budget du kien va objection chinh cua khach la gi? (gia? tin tuong? chua gap? de sau?)

Nguyen tac

  1. Message theo do nong cua tep. Cang nong cang thang vao offer + urgency; cang nguoi cang can trust + value.
  2. Window cang ngan → tep cang nong → message cang manh. Nguoi vao LP hom qua khac nguoi xem video thang truoc.
  3. Luon exclude nguoi da convert. Khong dot impression vao nguoi da mua (tru khi co upsell intent ro rang).
  4. Frequency cap bat buoc. Retarget tan suat cao de gay kho chiu va bao cao xau — cap theo platform.
  5. Retargeting budget 10-20% tong (chuan van hanh cua repo: 15%) — khong phan bo qua nhieu vi tep co han; volume den tu cold.
  6. LAL seed chat luong hon so luong. Seed tu khach mua tot hon seed tu viewer.

Quy trinh

Buoc 1 — Phan tang retargeting audience

TierAudienceSignalWindowHuong message
1 (nong nhat)Add to cart / Initiate checkoutPixel7-14 ngayOffer manh + urgency + guarantee
2Mo lead form chua submit / inbox chua chotPixel, inbox3-7 ngayNhac nho + don gian hoa buoc tiep
3LP visitor (>30s) chua convertPixel14-30 ngayTrust + social proof + xu ly objection
4Video viewers > 50%Engagement CA14-30 ngayDao sau interest, educate + proof
5Page/post engagersEngagement CA30-60 ngaySoft offer, value add
6Email list / Zalo listCustomer upload—Nurture qua CRM (phoi hop 14-email-marketing)
7Past customersPurchase event180 ngayUpsell / cross-sell / loyalty

Buoc 2 — Message framework theo tang

  • Tier 1-2 (sap mua): Offer + urgency + guarantee. CTA: "Mua ngay" / "Hoan tat dang ky". Format: dynamic ads (neu co catalog), countdown, limited slot.
  • Tier 3-4 (quan tam): Xu ly objection + social proof + soft CTA. CTA: "Xem chi tiet" / "Doc review". Format: testimonial video, FAQ, comparison.
  • Tier 5-6 (biet brand): Value add + soft offer. CTA: "Tim hieu them" / "Nhan [tai lieu mien phi]". Format: educate content, case study.
  • Tier 7 (khach cu): Upsell / cross-sell / uu dai rieng. CTA: "Uu dai danh rieng cho ban". Format: bundle, membership, referral (xem 18-referral-program).

Map message ↔ tep khi viet copy (chuyen brief sang 05-copy-quang-cao):

TepMessage chinh
Video viewers 75%Education + Proof
Website visitors 3 ngayStrong offer + Urgency
LP visitors khong convertAddress objection + FOMO
Inbox chua chotPersonal + Last chance
Past customersUpsell / Cross-sell

Buoc 3 — Creative format khuyen dung

  • Dynamic ads (co catalog): tu dong show san pham da xem.
  • Testimonial video: xu ly "lieu co tin duoc khong".
  • Comparison / FAQ: xu ly objection cu the.
  • Urgency ad: dem nguoc, limited slot — chi dung cho Tier 1-2.

Buoc 4 — Frequency cap

PlatformCap khuyen nghi
Meta2-3 lan / 7 ngay (tier nong co the cao hon nhe)
TikTok3-4 lan / 7 ngay
YouTube2 lan / ngay
Toi da moi tep2-3 lan / ngay — vuot la spam

Buoc 5 — Lookalike audience brief

SeedSize seed toi thieuLAL %PlatformMuc tieu
Khach da mua>= 1001%MetaProspecting chat luong cao
Lead chat luong>= 5001-3%MetaScale lead gen
Video viewers 75%>= 1000Broad LALTikTokScale awareness
Email list>= 3001-5%MetaMo rong tu CRM

LAL la campaign cold (5% budget theo split 30/50/15/5) — khong tinh vao budget retarget, nhung seed sinh ra tu he thong retargeting nay.

Buoc 6 — Exclusions (bat buoc)

  • Khach da mua (neu khong co upsell intent)
  • Lead da submit form / da chot
  • Nguoi da unsubscribe email
  • Tep dang nam trong campaign prospecting (tranh overlap 2 chieu)
  • Giua cac tier: tier nong exclude khoi tier nguoi hon (1 nguoi chi nam 1 tang)

Cau truc ket qua

Ten file: retargeting-plan-[ten-san-pham]-[YYYYMMDD].md

# Retargeting Plan — [San pham/Campaign]
Platform: [x] · Budget: [so] ([%] tong) · Window chinh: [x ngay]

## 1. Audience segments   [bang tier: audience, signal, window, size uoc tinh]
## 2. Message theo tang   [tier → message → CTA → format]
## 3. Creative brief      [format + noi dung can san xuat, chuyen 05-copy-quang-cao]
## 4. Frequency cap       [theo platform]
## 5. Lookalike brief     [seed, %, muc tieu]
## 6. Exclusion list      [cac loai tru + exclude cheo giua tier]
## 7. KPI ky vong         [CPA retarget, ROAS — thuong cao hon prospecting 2-3x]

Lien ket skill

  • 51-audience-research: dinh nghia tang cold/warm/hot ban dau.
  • 53-tracking-setup: pixel/event la nguyen lieu tao custom audience — phai co truoc.
  • 05-copy-quang-cao: viet copy theo message framework tung tier.
  • 52-account-structure: campaign retarget tach rieng cold, exclusion cheo.
  • 55-scaling-ads: khi scale cold, tep warm phinh ra → tang budget retarget theo.
  • 14-email-marketing: tier email list nurture qua CRM thay vi ads.
  • 16-marketing-psychology: nguyen ly objection handling, FOMO, social proof.

Checklist chat luong

  • Phan tang du cac tier co data (khong tao tier ma tep qua nho de chay)
  • Moi tier co message + CTA + format rieng — khong dung chung ad voi cold
  • Window khop do nong: cang nong window cang ngan, message cang manh
  • Frequency cap theo platform da ghi ro
  • LAL seed du size toi thieu, ghi % test
  • Exclusion day du: da mua, da chot, unsubscribe, overlap prospecting, cheo tier
  • Budget retarget trong khoang 10-20% tong (chuan 15%)

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同じリポジトリのスキル

概要と使いどころ

Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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