Facebook remarketing is an extremely powerful method to turn site visitors into converted users who subscribe, purchase, or download your product. Most professional digital marketers will tell you that including this method in your digital marketing efforts is wise.
Remarketing is powerful because it targets visitors that tend to show a greater interest in what your site has to offer. They have better odds of clicking and converting after the first visit. These odds increase the more often a targeted customer comes across your remarketed ad.
But there is more to targeting than simply displaying general ads to your previous visitors. Here are a few effective social media marketing strategies:
1. Remarket to the Visitor of a Specific Landing Page
Once people have visited a website’s landing page, you know two things. The first is they are interested in a certain feature or product. The second is they know about your business. In the digital marketing world, we call this a warm audience.
If you target this warm audience with a generic offer, it may be a waste of time. Instead, create a landing-page specific ad that will be highly relevant to this audience.
It is even possible to segment your retargeting audience. This means you can show specific ads to specific visitors. It is easy to do this with the help of the Facebook audience tool.
2. Retarget Visitors Keen on Learning More
The visitors that wanted to know more about an offer are closer to converting into customers than the ones that browsed through your homepage for a few seconds and left. So, visitors who want to learn more should be the first ones you retarget.
You can identify this audience by analyzing who visited different pages on your site before they left. They are the ones who wanted to gain more information about your company, product, or service. Segment them into a custom audience for remarketing and make them a key part of your digital marketing campaign.
3. Retargeting Existing Customers
You might think it is unnecessary to retarget existing customers when they already know what your company offers. However, with the right digital marketing, it is possible to resurrect unresponsive customers who haven’t purchased from your site recently.
The best thing about this is the potential for a greater ROI since your ads will be relevant. You know what old customers have purchased in the past. All you have to do is prompt them to come back. (If you need help with your social media marketing, just call us!)
4. Retarget the Users That Almost Signed Up
They say “almost doesn’t count”. But in this instance, it does. Using this approach, you can segment the visitors that were close to converting, but did not convert. If you have a “sign up” page, simply target the visitors who visited this page but did not sign up.
It isn’t always true that anyone who is clicking on your signup button is actually going to sign up. Often, they don’t. This happens for various reasons. So, you need to give them that last push. Create a digital marketing campaign aimed at eliminating their insecurities about signing up.
Create a custom audience in Facebook ads with the URL of the sign-up page. Exclude the users who have signed up already. Now you have a warm audience you can remarket a very specific message to. Our digital marketing experts can help you with your Facebook ads campaigns if you don’t have time or experience with this.
5. Retargeting by Time Segment
One of the most underused retargeting tactics is time segmenting. It is not like the other segmentations that are based on website visitors. In this tactic, you can segment your users by the time of day they visit your site.
The primary aim here is to spend your retargeting budget more on the ‘hot’ users who have visited your site recently. You would spend less on the ones who ‘got cold’. These are the ones that haven’t visited your site in a while.
Using this tactic, your digital marketing campaign would contain a ‘drip campaign’ of ads. It constantly retargets the most recent visitors which keeps your retargeting campaigns evergreen.
6. Retargeting Those That Inquired About the Pricing Plans
One of the best tactics in Facebook retargeting is to create a custom audience of visitors who have visited the pricing page of your website. The primary idea behind this is that users who reached the pricing page are more likely to convert into paying customers.
Like the previous examples, you have to develop a custom audience depending on the pricing page URL. Our social media marketing team can do this for you.
7. Keep Out Irrelevant Users
This is a unique tactic that you can put to use. Rather than simply segmenting your visitors, also try to exclude the irrelevant ones that have a lower chance of converting.
Not everyone who is reaching out to your website is actually interested in what you have to offer. Thus, it is better to avoid spending your retargeting budget on those visitors. For example, if you are looking to hire new employees as well as boost your products and services, you may have a “Careers” page. Exclude visitors to this page from your custom audience. This is not a warm audience for sales. These people do not have an interest in your product or service, and should not be a part of the retargeting audience.
Another way to keep irrelevant users out is to exclude those that are spending less time on the website. People that only spent a few seconds on the site and have bounced away are less likely to convert. So, it is better to exclude them from your remarketing list.
Effective Facebook retargeting can act as a game-changer, and segmenting the visitors into various custom audiences is an effective way to go about it. Our Facebook ads experts can create an effective digital marketing campaign using all of these tactics.
We love helping our clients get the best ROI for their Facebook ads budget. Book a free strategy session now and let’s talk.
Social Media N2Q Consulting