We already know people are very busy online. They dart around from one thing to another like goldfish lost in a fishbowl. Heck, you are probably not even reading this right now! And for good reason, you want to get to the important stuff… And that is why using Retargeting is so powerful. […]
We already know people are very busy online. They dart around from one thing to another like goldfish lost in a fishbowl. Heck, you are probably not even reading this right now! And for good reason, you want to get to the important stuff… And that is why using Retargeting is so powerful. You get busy people to re-engage with your site and your business. So please listen to me when I say:
And here is a great article explaining why you need to do it in more detail. Once you have done that, we can discuss a few simple strategies for sending out retargeting ads to your website visitors. Seriously, go do that now, before reading on. Alright, good.
In case you are unclear what I am talking about:
RETARGETING is the act of “pixeling,” or tagging, your website visitors in an attempt to send ads to them at a later time. It is easily the most important part of any online marketing strategy. Why is retargeting so important?
These are people that have already expressed clear interest in your business by visiting once or more.
Most people are not ready to buy from you on the first visit (you don’t get married on the first date).
They haven’t said no yet.
They are now more familiar with your business and brand than ever before.
SEGMENTATION: It’s also very important to segment your website traffic appropriately and track if and when users move down your marketing funnel and convert. For example, You want to AVOID sending them ads for products they have already purchased, or sending them to a blog post they have already read. Every time you don’t segment properly, it cost you ad dollars, and your customers get frustrated with you and leave. I’m not going to get into the segmentation part in this article, but I just so happened to have written another article explaining how to segment your Facebook Website Custom Audience.
3 Retargeting Ad Types
So now that we agree that retargeting your website visitors is crucial to gaining leads and sales, let’s explore a few specific retargeting ads/campaigns that you should be running towards your warm traffic – people that are aware of your brand.1. Social Proof A user visited your website but didn’t buy. They could probably use some real life validation for why to buy your product or service. Create a social proof ad showcasing some of your best clients or testimonials. Power Tip: A video testimonial ad with a satisfied user giving a genuine testimonial is a retargeting campaign goldmine. It’s completely worth a solid time and money investment to get it done. Try to get the pain of your user across to the audience, and the relief that came with your solution. Have the user talk about the issues or disbeliefs they had prior to using the product, but the value they found after using it. Don’t oversell, the more “real” it is the better it will work. If you can’t get a detailed testimonial, or you don’t have a celebrity sponsor, you can pull from Yelp reviews, Facebook reviews, and even emails you have had with your customers (post them anonymously or get permission). This isn’t the most ideal path, but it gets you started. If you have absolutely no social proof, your job for the next 7 days is to get some – preferably with an image of your customer using your product.
Btw, NEVER falsify or exaggerate social proof.
By providing social proof, you build a significant amount of trust with your audience and validate your product has been tested in the market, and works. 2. Squash All Objections
Fear of Change
All of these objections happen over and over again on your website, whether you are aware of it or not. If you know which one seems to be the biggest problem with your product, then you should blog/write/video/podcast/penpal about it. But the best way to squash an objection is with a video retargeting ad addressing the problem head on. Personally, I prefer to get in front of the camera myself for this one and make it a one-on-one conversation. If you are part of a larger organization, it’s now your job to convince the CEO that he needs to step up and get it done. “Hey it’s me with X, and I wanted to talk about why you need to start using our product Y today…” (Remember this is to a warm audience that is aware of your product but has not bought it yet, never send this to a cold audience) This line could be the start of a compelling argument for your product or service. It introduces you as a real person (squashing worries of trust), addresses the urgency, helping to squash complacency, and brings a bit more value to the table. Image via a great post on FB Ads: Digital Marketer.comIn this ad, Betty Rocker is able to give so much value by providing people with a great smoothie recipe that her viewers can’t help but trust her. She successfully squashed all objections to buying her product. Remember, when doing video ads on Facebook, you start muted, so add in some words at the beginning and try and get them to turn the sound on. Super Bonus Tip: You can now put a call to action right inside your Facebook video ad. This is straight gold.3. Sales Ads (duh) They have visited the site, but haven’t bought the product yet, a simple sales ad may get them back in the funnel to complete the purchase. You need to showcase the product benefits, provide even more value than before, and still match the copy on the sales page. Make sure you are hitting a truly warm audience and not just someone who visited one page for 20 seconds (back to the importance of segmentation). Remember, people aren’t on Facebook to buy, necessarily. And people don’t buy from people they don’t trust. So establish TRUST first, then hit them with the sales ad and see how it converts. You would especially want to run this ad to traffic that has already seen the other ads, and since you can pixel users who have watched 3 seconds of a video ad, you could easily target only users who have already seen your social proof ad and squash objections ad with this ad to give that final push.
Let me say that again:
Run a video retargeting ad explaining your product more and squashing complaints.
Then run a sales ad targeting viewers of the previous ad (that haven’t already bought from you).
A couple of quick notes about retargeting ads:
You don’t need a lot of money to run them, because they are only going to users who have visited your website already.
You need to keep an eye on your “frequency” and make sure you aren’t showing the same ad to the same person 10 times. You can test for what frequency is working for your business. Most of the time, we try to keep it around 3, but sometimes 8 works. Anything more than 10 is either a “NO,” or you have a bad ad with a weak CTA.
You can prepare for retargeting ads long before you start running them, so get that pixel up today. You don’t necessarily have to be running them from the second your initial traffic campaigns begin.
If you aren’t retargeting, you are doing it wrong.
That’s it from me. Tell me, do you use retargeting ads? What other retargeting methods have worked for you? Be sure to tell me in the comments section below.
Founder of TimeShareCMO
Melinda Byerley is founder of TimeShareCMO, where she sells picks and shovels to growth Miners and Prospectors. She was previously a Miner-style growth hacker at eBay, PayPal, Linden Lab(Second Life), Check Point Software and Poll Everywhere. She has been a Prospector-style growth hacker for nearly a dozen startups including her last venture and current clients.