Retargeting has become a must in the modern day marketing strategy. It increases the effectiveness of all other marketing efforts, increasing brand awareness, recall, and driving customers down the funnel to ultimately conversion.
Website visitors abandon the sales funnel for many reasons: comparison shopping, credit card not conveniently on them, “just browsing” and so on. Retargeting allows you to show ads directly to visitors after they’ve left a site or landing page, providing multiple shots at the conversion or sale.
Of all the available ways to spend a marketing budget on paid media, retargeting simply can’t be ignored.
Retargeting Tip#1: Retarget With A Relevant Marketing Message
Imagine checking out a pair of shoes on Nike's website and then after not purchasing, you see the same ad over, and over, and over again.
Safe to say it would fast become annoying and may even put you off the brand in future.
That's why it's incredibly important to retarget a user with relevant marketing messages.
Instead of hitting them with the same ad that brought them to the website in the first place, consider what may re-engage them or refresh their memories as to why they considered purchasing in the first place.
Example: Bob sees a pair of work boots that he considers whilst on Facebook, so he clicks on the ad, to the brand's website, but he doesn't purchase. That evening he's scrolling away on Facebook and sees the work boots again, but this time the ad is showcasing the main benefits that the work boots provide over any other, but Bob isn't swayed unfortunately, and doesn't click the ad.
So the next day while he's waiting for his coffee he sees another ad. This time the ad is portraying testimonials of other people who love these work boots, and this provides Bob with a bit more trust toward the brand so he clicks the ad and this time he initiates the checkout process on the website!
But just as he is about to pull out his credit card, the barista yells out "Bob?" and Bob promptly puts his credit card away and proceeds to collect his coffee.
Damn we were so close!
However, luckily we have an 'ace up our sleeve' and at about lunchtime when Bob is on his break, he goes for a casual scroll and BAM, another ad. This time the ad says "These boots were made for walking, so don't let them walk out of your life - here's a 10% discount coupon." and Bob completes his purchase.
Retargeting Tip#2: Utilize High Converting Placements like Instagram Stories
If you ever wanted to completely immerse someone in your product offering, Instagram Stories could well be the opportunity to do just that!
Not only does an Instagram Story cover the entire of the user's phone, increasing the real estate you have to work with, but Instagram Stories only go for 15 seconds so you can create quite a few different ads to test with ease.
You can use either video or images in this placement as well. But testing both at the same time is always best practice and 'hedges your bet' so you get a true representation of whether an image or a video is performing best for your brand.
The Instagram Story placement is also a great deal cheaper than is big brother Facebook.
Where it may cost you around $12 to reach 1000 people on Facebook, it may only cost you $6 to reach 1000 people in the Instagram Story placement. The contributing factor to this is simply the fact that there isn't as much competition for this placement when compared to Facebook.
We've been able to reduce the average cost per purchase or cost per lead by 30% on average, just by using the Instagram Story Placement.
I frequently use them for retargeting for my brand with varying call to actions
Here are a few examples of what I've used in the past
If you would like to learn How To Setup Instagram Story Ads Click Here
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Retargeting Tip#3: Cross Promote Other Services or Products
People who have already spent money with you are more likely to spend money with you again.
This is true with serviced-based businesses and online ecommerce businesses.
Have you noticed when you purchase a product online, you often get followed up with their sales, promotions and offers by email?
It's insanely effective and is your lowest hanging fruit when extracting more sales from your current customer base.
So include this strategy in your Retargeting Campaign!
If Janine buys product X today, we wait 7-10 days for it to be delivered, then she will begin to see retargeting ads showcasing product X and Z, which may actually complement product X.
Similarly, if you're a service-based business, the above strategy may look like:
Grant fills out a lead form on Facebook to get a quote for a colorbond fence, then for the next 5 days he begins to see package deals for a colorbond fence and outdoor blinds - which increases the average order value per customer immensely.
The only limit to cross promoting is your imagination! So be sure to try all your offering to see which converts best for your brand.
They say you never get a second chance to make a first impression.
With retargeting, you not only get a second chance, but a third, fourth, fifth and more.
In the highly competitive world of digital marketing, you want to utilize every advantage possible and maximize the value of each of the visitors you drive.
In the case of retargeting, you are leveraging your own website visitors, which is the most valuable type of audience.
This is what makes retargeting so compelling and why its use should be a part of every business owner’s strategy.
I hope this has been helpful my friend 🙂
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