You can use Facebook's retargeting tools to convert potential customers who don't take action on their first encounter with your brand.
Of course, as with any other type of marketing, there's no guarantee that a potential customer's first exposure to your brand will result in a sale. This is where Facebook has a distinct advantage with its retargeting options. Retargeting has consistently proven to be one of the most effective digital marketing tools available, with retargeted visitors being 70 percent more likely to convert into sales or leads.
Needless to say, those numbers can represent significant growth for your brand. Here's how you can better use Facebook's retargeting tools to achieve stellar results.
1. Use different retargeting campaigns for different groups.
There are many different ways that a potential customer could initially encounter your brand – and you can use Facebook retargeting to reach all of these groups. You can use a wide variety of metrics to build a custom audience for your retargeting campaign.
While many marketers start with the broad option of retargeting all website visitors, you can fine-tune your targeting by creating campaigns focused on those who have downloaded free content from your site, installed your company's app or visited a specific landing page.
Establish a conversion goal for each retargeted group. Whether you want to re-engage with former customers or turn a free trial into a paid subscription, these campaign goals will ultimately guide the entire Facebook ad campaign.
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2. Fine-tune your messaging.
Not all retargeting groups are created equal. After all, there's a big difference between someone who has made a purchase from your online store in the past and someone who merely browsed your landing page without taking any additional actions.
Each of these groups is at a different stage of the marketing funnel, and the content of your Facebook ads should be adjusted accordingly. After determining the metrics for your retargeted group, you'll want to carefully consider what messaging will be most relevant to them.
For example, someone who has signed up for a free trial could benefit from ads that remind them about the end of their trial period and encourage them to sign up for a paid subscription. Former customers, on the other hand, could benefit from ads detailing new features for your service or a newly launched product. Engaging content is always key to success.
3. Retarget social media users, not just website visitors.
Retargeting campaigns tend to focus exclusively on people who have visited your website – this certainly tends to be the case in SEO campaigns. But Facebook offers a completely separate channel of brand interactions. As such, you should also consider retargeting campaigns based on past social media experiences.
Facebook allows businesses to build custom audiences based on previous engagement on the platform. You could set up a campaign to retarget individuals who have messaged your page, watched a recent video or only partially completed a form on a Lead Ad. As with other retargeting efforts, adapting your messaging to each customer's location on the buyer's journey will be key to landing new conversions.
4. Use the Facebook pixel.
Measuring the effectiveness of current social media campaigns and making necessary adjustments has become easier than ever thanks to Facebook's pixel tool. By embedding the pixel in your website code, you can more accurately track on-site actions that occur after someone clicks on one of your Facebook ads.
This process doesn't just make it easier to build custom audiences for future retargeting campaigns – it also gives you key insights into your website. As you come to understand the actions people are taking (or not taking) once they arrive at your site, you can implement changes to enhance the user experience and improve conversion rates.
A quality website is just as important as an engaging Facebook ad. By eliminating roadblocks in the user experience, you can optimize everything from your landing page to the checkout process.
5. Scale growth with look-alike audiences.
After you've identified retargeted groups that are converting at a high rate with the help of your pixel, you'll naturally want to expand your efforts to new audiences who haven't interacted with your brand before. This is where Facebook's audience insights can prove even more beneficial.
Using pixel data from your past successful campaigns, you can more easily identify commonalities among the demographics or interests of your top customers. Facebook's Lookalike Audience tool can then use this "source audience" to target individuals who are most similar to those who converted from your retargeting campaign.
Because these "look-alike" individuals have much in common with your best customers, they are also more likely to be interested in your product or service. The result is a greater return on investment for your other Facebook advertising campaigns so you can enjoy even better growth.
It's time to grow through retargeting.
Building a successful Facebook retargeting campaign may require a bit more work than simply creating an ad campaign with a target audience of your choosing. But going the extra mile can ensure far better results for your brand as you reach high-converting groups with messages that are most relevant to them.
Leverage retargeting today to start achieving more conversions.