A BIRD IN THE HAND: YOUR FACEBOOK FANS AND REMARKETING 101
So a customer walks into your business, and asks about a product. You have a nice conversation, answer all her questions, and she definitely seems interested. However, she leaves without making a purchase; she says she’ll “think about it.” You know you’ve got a potential sale—but what can you do? Follow her to her car, visit her house, send her messages on her phone, and pop up in her Facebook feed? Isn’t that called stalking?
In the real world, maybe so; in fact, the police might pay you a little visit. However, crazy as it seems, in the world of digital marketing, informing your client about a product, and then reminding them of their interest, even re-reminding them, is one of the things we do best. And it’s not called stalking; it’s called remarketing, and it’s actually really effective – not the least bit creepy – if you do it right.
In the digital marketing world, people rarely buy from your business the first time they visit your website or see an offer. In fact, 9 out of 10 website visitors typically leave your site without making a purchase. The internet and mobile technology has made it easy for shoppers to become more informed before they buy. They would rather compare products and pricing with that of competitors’, read customer reviews or perhaps visit your site a few more times before deciding to complete that valuable sale. Seems fair.
But consider that that informed customer is your best customer. She’s already interested; all you have to do is seal the deal! It’s much easier to make a sale to her than to an all-new lead. Keep in mind that your customer has likely visited other online or physical retail stores. That’s a lot of information to remember. “Remarketing” clients is what we consider “low hanging fruit” and worth your time and investment, as it delivers:
- Precise targeting
- Reduced cost per impression
- Higher conversion rates
- Inexpensive branding opportunities
And which online platform do we at Simply180 recommend for your remarketing campaigns? Well, we use a few. But the one we are going to focus on now is Facebook. You already know by now that if your business doesn’t advertise on Facebook, then it’s missing out on a huge opportunity. The social network introduced remarketing in 2015, and it is one of the most powerful, cost-effective advertising tools available.
We at Simply180 advise using these four simple approaches to retarget your prospects and customers on Facebook to inspire them to return to your website or place of business:
WEBSITE VISITORS
One of the more common remarketing tactics is to target relevant ads at people who have already visited your website. If you have a customer list or data from your site, like email signups, you’re ready to get started.
Overall, remarketing website visitors is a simple concept: we drop a Facebook code on the device used by the website visitor. We can include those visitors (and the custom audience they’re part of) as a target audience in a Facebook ad remarketing campaign. Whenever they use Facebook (either the mobile app or through a web browser), we can target your business ads to your customers. Want to remarket only a portion of the traffic that has visited a landing page on your website? We can do that too, by selecting targeting options like location, age, gender and interests. We have successfully tested different types of remarketing ad creative and offers to see which one your customers respond to best.
FACEBOOK FANS
If you take away one thing from this article, let it be this: It is far easier to sell products and services to existing customers than to a new lead.
And where’s one venue where your existing customers gather? Why, they comprise your Facebook fan base. Use the platform to upsell those existing customers with new or better products and services.
Truth is, your Facebook fans are not seeing all of your Facebook updates. (If this is news to you, we recommend Simply180’s Ebook on Facebook Pay to Play; don’t spend another marketing dime til you do.) If we remarket your most important or best performing content to your Facebook fans via an ad, they’re far more likely to see it.
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EMAIL SUBSCRIBERS
Though it takes some extra effort to set up, we can actually strengthen the power of your email newsletter by serving Facebook ads to your existing subscribers. Remarketing to email subscribers can increase the chance of conversion exponentially. It’s worth it.
LOOKALIKE AUDIENCES
Many of your users—whether website visitors, Facebook fans, or list subscribers—share overlapping demographics, interests and behaviors. Wouldn’t it be great to find more people like them?
Well, we can. The custom audiences we create to retarget to by similarity are called lookalike audiences, and they expose your ads to a more vast and relevant audience.
Lookalike audiences target people who share similar characteristics to your existing connections—people who are very likely to be interested in your products, services, and content.
LET’S DO THIS
Remarketing to your client base is a great use of your Facebook advertising budget. Remarketing via Facebook ads helps your business stay top of mind while a potential customer is considering a purchase. The trick to “not being creepy” is to retarget content to a precise audience, rather than a generalized audience that may or may not be interested in learning more about your business, product, or service.
Simply180 can help you take advantage of Facebook’s extensive custom audience options to capture more conversions and meet your advertising goals. Feel free to visit our Knowledge Center to learn more about Facebook advertising strategies, or contact us for a complimentary review of your Facebook advertising campaigns.
