One of the biggest challenges is staying at the forefront of your target audiences’ attention. Many of the users who visit websites as potential customers or prospects do not take any action or covert. In many cases they simply browse around the website viewing various pages and then leave.
The challenge is getting that prospect back to your page and encouraging them to carry out a specific action, purchase, sign-up or web form submission – this is where retargeting comes in. Social media retargeting allows you to remind users of products or pages they viewed and encourages them to proceed further through the sales funnel. It also can be used to generate awareness by drawing user’s attention to products, features or announcements that are relevant to your business.
You may already have seen retargeting ads in action before — for example, ads on Facebook featuring the shirt you almost bought online last week, or a sponsored post of one of the products you watched a video about a few days ago.
But have you considered how this could be applied to your current marketing efforts?
How Social Media Retargeting Actually Works
As prospects browse elsewhere after they leave your site, social retargeting can reintroduce them to products they’re already interested in — and offer them a promotion that encourages them to return to your website and take action.
The right social media retargeting strategy can help you increase sales and gain insights into potential customers' complete web journey, not just their journey through social media.
There are two main options when it comes to social media retargeting: list based and pixel. But the objective remains the same – to recapture the attention of lost prospects and re-engaged them.
List-based Retargeting
Using a list of emails or CRM data we upload from potential or past customers, the chosen social media platform identifies people using that same email address on their network and shows ads specifically to those people.
Pixel-based Retargeting
Tracks the pages and products that a prospect views, by placing a piece of JavaScript (also known as a cookie) into a user’s web browser. The cookie then notifies the ad networks chosen by the advertiser and serves specifically curated ads to that prospect based on the products or services they browsed.
Social Retargeting & Reach
With nearly 3 billion combined monthly active users on Facebook and Instagram, it’s obvious that businesses can see a massive benefit from implementing social media retargeting strategies, which can extend their audience reach in rewarding ways.
When used strategically, social retargeting can be an incredibly effective way to increase sales and build relationships with potential customers after they’ve left the site.
– Blu Zetta | Digital Solutions | bluzetta.com | hello@bluzetta.com