If you are like many people in the world wide web marketing business, you have heard of remarketing to email data through such platforms as Facebook, but do you really know what it is?
In short, when you visit one website and it captures your information through a cookie placed within your browser and then onto your computer, or through an email submit or newsletter sign up… this can all be tracked, which then leads to remarketing ad campaigns.
So if you’ve ever been to a website before, left it, then started seeing ads for it on different websites, blogs, and social media platforms, this is a perfect example of retargeting at it’s best. However, when done with 100% opt-in email marketing, the process works even better!
This article will address this topic, and also give you some tips and tricks to help improve your sales.
infographic via gcwebmarketing.com
What is Remarketing?
Remarketing is a remarkable technology-based way to advertise your products to individuals who have visited websites and shown interest in a product. You may have experienced this yourself by browsing to buy a toy, for instance. You search for it, and even if you don’t purchase, you leave the site. Next thing you know, an ad for that particular toy or product shows up in your email, or news feed. Seems like magic, doesn’t it? Not really.
What basically happens is this. People go to a website. The website’s owners have divided their visitors so that the program knows what you’ve looked at, and then will custom make an ad and send it back to you to be seen on Facebook. This helps to designate your Facebook ads to the right people who have shown interest in your products or service.
What is the Purpose of Remarketing?
Remarketing on Facebook, if done correction, can help to boost getting your product or service out there and will decrease the cost per customer who buys. The biggest advantage of this tactic is that you are reshowing your product to individuals who are already interested in what you have to offer. These people may have looked, but not purchased yet; or to people who may not have even heard of your product or service yet but may be interested.
Here are some more benefits to remarketing that you may not have thought of:
- Lower Cost per click: what usually happens is that you are charged a fee for each click on your ad.
- Remarketing of Facebook has a lower cost when one compares it to remarketing on search engines.
- This is because Facebook traffic is generally less targeted than other engines.
Search engines are pulling services in while on other social media platforms, your product or services are being advertised while the searcher is doing other things, so this is more like push marketing. This keeps the ad price lower because the users aren’t technically looking for your product at that moment.
Keep in mind that to convert your looker to a customer is to have consistent, high value marketing. Make your message relevant and give clients the information about your product after they visit your site.
Drive Higher Conversion Through Remarketing on Facebook Ads
One of the toughest things to convert browsers to buyers. The industry is competitive (no matter what industry it is), so people are more than likely to visit many sites before they reach for their credit card to purchase.
People have learned how to shop for value, so they may leave your site to compare your product, your prices and other statistics to others. They may, in the process, forget the name of your site or brank. Remarketing will redirect people’s attention back to your site, and your site will become more recognizable to them. This, in turn, will help to boost the chances of them buying from you.
If they have bought from you before, you may want to consider setting up a custom remarketing segment for those who have received a thank-you from a previous purchase, and thus keeping them from seeing your newest offer. Wordstream has a great resource with many examples (like the one below), on how remarketing ads work best with Facebook Ads.
Use Social Proof to increase Your Capital
If you have previous customers, you may want to include them in the campaign as well. Remarketing ads play to a wider audience and will even allow your previous customers to converse with potential customers as in reviews for your products or services. If your customers are happy, they are more than likely to share their positive comments and engage with the site owners. However, there is a downside to this as well, since dissatisfied customers comments will be out there too.
When current customers comment on an ad and then pass the information on to others, it’s more appealing to new customers and when a potential sees those positive comments, they are more likely to have convert and also have a favorable view.
Brand loyalty may also increase, and loyal customers are more likely to buy from you repeatedly. This will decrease the cost of acquiring, or at the very least minimize it. Speaking of loyalty, when you extend your audience to include current customers, selling to others they know is much easier, more social and more engaging. Your company will become recognizable on Facebook and other social media, thus increasing the chances of more engagement and people are more likely to buy your product or service..
You’ll Expand Market Reach
We all want to expand our market reach. It stands to reason that the more people who see your remarketing ad, the more people who will buy your service or product. Your audience and customer base will become broader when you find potential clients who have the same characteristics as your current client. Making a custom audience is simple as sending visitors to a certain page as designated by their demographics or other bull’s eyes.
There is such a thing as called a ‘lookalike audience’. While this may sound a bit underhanded, it’s not. This is a tool initiated by Facebook which automatically defines potential buyers by factors such as age, gender and other information which closely matches your confirmed followers. It is user friendly and is helpful for locating the right audience to remarket too.
How to Get the Most Out of Remarketing and Email Marketing
Running an internet business is not for the faint of heart. It works well as a resource and starting point to get your band out there to people who are looking for you, they just don’t know it yet. The budget is start up friendly and can expand your reach exponentially.
However, when you start to combine the powers of advanced online marketing with email marketing and 100% lead data, some pretty amazing and magical things can start to happen!
To learn more about how to start doubling your list size and improve your ROI with remarketing, be sure to contact AfterOffers today!