When everyone deserves a second chance, why should your marketing efforts be not used twice? We live in an age where the attention span of consumers is so poor that brands don’t make repeated attempts to connect with them, the consumers may not remember them at all!
That’s where remarketing enters the picture.
Remarketing helps your business reappear in front of the customers after they have visited your website, purchased a product from the site, browsed through a product category, subscribed to your newsletter and more.
What is Facebook Remarketing?
Before we dive in further, let’s understand what is meant by remarketing and why it is important. For those unfamiliar with the concept, remarketing works by following your lead around the web with related offers. This is done as explained below.
When a user visits your webpage or website they get “cookied” or say tagged. Too be able to remarket to particularly these visitors, a code gets placed in the page user visits, which further triggers your ads and follows the cookied user across the web. With remarketing your “follow” them in digital spaces with content based on the information in your cookie.
Facebook remarketing works in a similar fashion, but instead of showing ads across websites within the Display Network, a band’s ads are displayed on Facebook. So, the concept is just the same, and audiences are retargeted through their Facebook feeds—with your ad popping-up to tell them what they are missing.
Remarketing isn’t something unheard of by marketers. It, in fact, is a proven tactic that has helped marketers entice customers who tend to escape a company’s sales funnel—making them come back to your brand and convert. Facebook marketing especially is very potent this is because of the specificity of the available targeting and tracking data.
Despite the recent development of other social media networks, Facebook still remains the standard for digital marketing success. Having access to more than a billion active users means a brand gets this opportunity to be able to connect with an incredible number of potential customers from all walks of life.
Since there are 1.74 million MAU on Facebook, it makes sense to leverage it for remarketing. Let us explore five unconventional ways of FB remarketing for improving sales:
[click_to_tweet tweet=”5 Unconventional Ways To Use Facebook Remarketing To Boost Sales” quote=”5 Unconventional Ways To Use Facebook Remarketing To Boost Sales”]
1. Custom Audience Pixel
52% of marketers consider “personalization” key to the success of their online marketing strategies. This is where the Facebook Pixel comes in so handy. It is that small piece of code that once added to your website allows you to track your visitors and their behaviors on the site so that you can advertise to them later based on the actions they are most likely to take in the future.
The New York Times, for instance, uses the Pixel to track readers and target them with different ad images based on how they interacted with their website in the past and how likely they are to subscribe. If a reader occasionally interacts with the magazine, (s)he will see content recommendations from the sections of the website they have already visited.
Similarly, a reader who is slightly more engaged with NYT will see the ad content highlighting free subscription products such as newsletters and apps because there is a higher chance of conversion.
Thanks to NYT’s personalized remarketing strategy, it has observed a 25% reduction in cost per subscription and 2.3X increase in volume of newsletter subscriptions.
2. WordPress blog plugins
The future of blogging is gold. Readers want to read more authentic stories and articles comprising actionable insights. Therefore, majority of marketers are creating significantly more content than ever. A HubSpot study reported companies that blog receive 97% more inbound links than those that don’t.
As of today, there are more than 75 million blogs on WordPress including brands such as Bata, TechCrunch, Vogue India. It is also the most popular blogging platform in the world – currently powering 25% of the web. Obviously, WordPress is an invaluable resource for retargeting.
Thankfully, with plugins such as PixelCaffeine and PixelYourSite, marketers can track conversion values and optimize ads and audiences they create. In both cases, all you have to do is install the Facebook Pixel in your WordPress blog just like you would add to your website.
The visitors will get to see either the same articles they showed interest in on the WordPress blog or posts similar to them on their timeline.
3. Facebook Messenger
Messaging applications provide a faster way for brands to reach out to their customers. Speaking of chatbots specifically – they may not be perfect yet but that doesn’t mean they are invaluable. They integrate with social media and gather extensive data about every user with whom they interact.
Facebook Messenger has more than 1.3 billion monthly active users (Facebook, 2018), which means brands have a great opportunity to capitalize on it. As a marketer, you can not only flash your adverts to your target audience on the messenger but also send relevant promotions directly to the prospective customers your business is already talking to on the Messenger.
If you are currently using the messaging application for your Facebook ads, you need to re-evaluate your expenses – because running Facebook ad campaigns can be expensive. Moreover, creating an effective ad campaign takes time and effort.
Fortunately, you can take help of tools such as ZoConvert to make your conversations with the customers easier on the Messenger. It is easy to install and does not require you to create elaborate ad campaigns, and is far more cost-effective. What’s more? You only reach out to those visitors on your website who opt for receiving notifications from the tool.
4. Business mobile apps
According to Statista, there are more 7 million apps in the world currently. Yup – mobile is a huge platform for Facebook remarketing. How do you ask? Just like on the website, you can also target your ads to people who have been on your mobile app before or have taken a certain action on it.
For instance: if you run a gaming app, you can create a list of Custom Audience comprising people who have opened your app or made a purchase on it. The next time they are on Facebook, they will see your ad on their timelines which will encourage them to re-engage with your brand’s mobile app.
This technology is a step ahead of the cookie/pixel based retargeting as it makes use of the fingerprints to identify a new or a recurring visitor across multiple devices and platforms.
Here, you don’t need cookies or the Facebook Pixel to narrow down the audience to whom you want to show your ad. You can simply focus on cross-device retargeting through data such as time zones, IP address, installed software, and more.
Of course – Facebook is leading the pack in the non-cookie technology department because believe it or not you are most likely to be logged into your Facebook account on desktop or mobile phone. Now, do you understand how you see one single ad a thousand times on Facebook?
Tips to get most out of your Facebook Remarketing Campaign
A recent survey by Small Business Trends says that more than 62% of business owners believe that their Facebook ads aren’t reaching their ideal audience. So what is it that you can further take care of to be able to reach the right audience and improve conversion rate? Here are some tips and tricks to consider.
- You need to make sure the ads are relevant to the audience: We’ve already talked about how you can most effectively reach your ideal audience. It is by ruthlessly refining your targeting. With just the right adjustments, your Facebook remarketing campaign can show leads the exact right ads based on their position in your marketing funnel.
- Target specifically those who are most likely to buy: Like the previous track, this might also seem to be pretty obvious, based on what you’ve learned already in the article. Facebook remarketing makes it possible to reach high-value targets using levels of segmentation.
- Use Facebook’s lookalike audience: You’ve already learned about creating a Custom Audience based on your existing information, or tacking data from your website or app. When you want to reach beyond these limits, what you need to do is—create a lookalike audience. This is a great way to expand your highly refined remarketing audiences so as to reach a broader pool of qualified potential leads.
- Don’t forget timing is everything: since the timing of a campaign is customizable—you should base it on your customers. Most B2C remarketing campaigns exclude recent purchasers for about one to two weeks unless they have specific cross-selling opportunities to promote.
Over to you
Given how tough the competition is nowadays, remarketing does seem like an inevitable option for marketers and businesses to re-engage with customers and boost sales. How many of these remarketing tactics have you tried for your business?