Behavioral targeting can be a critical factor in increasing customer engagement. When you’re able to gain a keen understanding of what people are doing on your website, app or with your campaigns, you can use that information to determine which messages and advertisements will resonate the best with them. When messages and advertisements are personalized, customers will be more compelled to engage with them.

From analyzing regular audits to focusing on retargeting, there are a few different strategies that entrepreneurs and businesses can use to leverage behavioral targeting to increase customer engagement with their products or services. Here, five members of Business Journals Leadership Trust discuss the most effective ones and what makes them so effective.

1. Take an unbiased look at customers’ past actions.
The beauty of behavioral targeting is that it is unbiased and based on past actions. Focus groups and surveys capture intent or perception, but behavioral data is based on action. It’s the ultimate truth and therefore provides very accurate targeting. – Kent Lewis, Deksia

2. Consider the goal and action you want them to take.
Behavioral targeting can draw in your consumer to the brand engagement action you’d like your consumer to have with your brand. If the goal is for them to like a post, take advantage of a special offer or forward information to family and friends, your brand messaging can be dynamically served to your consumer with the action you want them to take, helping affect the behavioral action goal. – Jessica Hawthorne-Castro, Hawthorne Advertising

3. Create behavior-based retargeting campaigns.
Using behavioral targeting in customized remarketing and retargeting is an efficient way to bring users back to your website and encourage them to interact with your product more meaningfully. Create retargeting campaigns based on customer behavior patterns to take them back to the part of your website or product they will most likely find useful and enjoy. – Peter Abualzolof, Mashvisor

4. Conduct a weekly social media engagement audit.
Do a weekly audit of the people that are engaging with your content on social media. Literally, click and review their profiles and see what is important to them. You will find out triggers of conversion that you may not have found through more automated research. – Christopher Tompkins, The Go! Agency

5. Focus on your client to bring in the ‘right’ business.
Behavioral targeting ensures that you’re focused on your client. When you focus on your client, you have more success bringing on the “right” type of business for your brand. It is effective because you don’t bring on the wrong customers who actually can damage your business and put you out of business if you’re not careful. – David Wescott, Transblue