How many times have you added a consumer product to your virtual shopping cart to be distracted, hesitant, or just to walk out the window? And how many times have you seen an ad for the same product on your Instagram or Facebook feed less than three hours later?
This is social retargeting and one of the most powerful tools in marketers’ arsenals – and – today. No, not just for ecommerce marketers.
One challenge for businesses is getting consumers to finish the race 10 feet from the finish line: they click on a great social media post or call to action in your email newsletter, add items to their cart, and fill one Part of the shipping out and billing information, but they don’t make the purchase. The same thing can happen with potential customers who want to fill out your contact form.
Distraction, indecision, or a change of heart are all reasons someone can abandon a considered purchase or fail to send a contact form. It’s a marketer’s job to use incentives to create a paying customer.
Social Media Retargeting for Selling Services
Retargeting is particularly efficient at increasing brand awareness and awareness during the buying process – and not just when buying products.
When a CMO at a company wants a new website, hires an agency for an SEO audit, or needs to outsource content for the company’s website, the CMO will do a lot of research to ensure that the chosen vendor returns the most impact the company’s investment. And 99% of that research is done online.
When CMOs come across your services and weigh you up against your competitors, you can use social retargeting to remind these prospects of your brand as they go about their daily lives. You may have had an introductory call during the work day, but retargeting will get them in your direction when they’re at home in their free time, browsing social media.
Retargeting and the sheer exposure effect
Retargeting ads undoubtedly improve conversions. But why do retargeting ads work?
The sheer exposure effect is one of the most compelling psychological phenomena in marketing. The sheer exposure effect says that the more you see something, the more likely you are to trust it or prefer it.
It even works with interpersonal relationships. Imagine going to work every day and seeing the same person cross your path for months. One day you are late and decide to take a different route. You will unconsciously place more trust in the person you are familiar with than the people you meet on the new route.
Retargeting ads work on this premise: the more you see a brand or company, the more likely you are to trust them, especially if their message is positive.
Include the sheer exposure effect for agencies
If you continue to serve case study ads to prospects on different social platforms, the case study success story will appear as an image or video on the page when they browse their social media feed. You will begin to associate your brand with impressive results. Less savvy users might even mistake it for confirmation.
One final, non-obvious benefit of using social retargeting to generate leads for your agency is that it builds thought leadership with future clients. For example, when buyers research “content marketing,” trust will be built in a new way when you realign them with your expertly-written guides and industry research. You will associate your brand not only with your service offerings, but also with your industry leadership.
The monetary benefits of retargeting for agencies
Retargeting offers monetary benefits that reduce the cost of digital ads while increasing their effectiveness.
Improve click rates
Retargeting allows you to target a user who has already shown interest in your product or service, rather than targeting a mass group. These interested users lower your advertising costs, improve click-through rates (CTR) and increase your overall conversion rates.
You can also use retargeting to reclaim users who may have abandoned their purchase or left during the conversion process. You can target this user with the specific items they are interested in rather than random products.
How to optimize landing pages for social media retargeting
Collect contact information
If you are an agency, you are likely to be providing services rather than products. Landing pages for you can be customer case studies, exclusive research on your industry, or blog posts from experts.
The main thing to keep track of for first visits is pixels or email addresses. Both are valuable, although pixels are automatic. Make sure that you are dropping a retargeting pixel and that it is segmented.
For example, at Fractl we have a case study specifically for a financial services client. We might assume that the traffic on this page is going to include people interested in the success of content marketing for finance related topics. We could track their pixels and then break them down into finance-based campaigns that showcase our experience in the finance industry, whether it be through blog posts, research, or other case studies.
Optimize the landing page after the click
You can have extensive contact lists, finely tuned segmentation, and creative content. However, if you don’t have a landing page that is optimized to get leads through the sales funnel, it’s all for free.
Such pages shouldn’t just be other blog post pages on your website. They should each be optimized for the intent of your audience. They should be as sticky as possible and contain a compelling call to action (CTA) that aligns with your agency’s goals.
That’s because social traffic usually has high bounce rates. So you have to do your best to keep traffic on the page and get visitors through the funnel. One way to do this is to end up with related content at the bottom of the funnel or invite the lead to fill out a form for a free 30 minute consultation on your service offerings.
Is retargeting intrusive?
In a 2019 inbound marketing survey of respondents who noticed retarget ads, just over half said they felt slightly negative or mostly negative.
I get it. The headphone ads that I almost bought bombarded me for months. I was annoyed. I was paranoid. But in the end I made a purchase.
My guess is that retargeting feels more intrusive than other types of ads as a consumer could feel bombarded with all personalized ads as if they were being followed all over the internet.
To avoid frustrating your prospects, try turning them on in your ads. Keep focusing on your segment but use branded colors or remove your logo from the display. Focus less on your branding and more on the service you want to sell.
Common retargeting mistakes that should be avoided
Some of the most important problems usually occur after the user has been tracked and lists have been created:
- Don’t segment your list. If a user visits your website looking for a lawn mower and you run ads for an industrial tractor mower, they most likely won’t click.
- Use generic ads that all look the same. Create unique ads for your segmentation and highlight them so people don’t get tired of the same branding on your website.
- Set the same time limit for tracking cookies for everyone. The tracking limit should depend on your niche’s buying time process. Larger ticket items (e.g., six month contracts) usually mean a longer buying process, so you may need 120 days of tracking, while smaller items may only need 30 days of tracking.
- Don’t update your list. Users who have already been converted can be realigned, especially with pixel-based tracking. So make sure the lists are up to date.
- Show your ads to the same person too many times could result in that person not wanting to visit your website or re-engaging with your content. Limit the frequency of ads in your campaigns so that potential customers are not saturated with your content.
The most common mistake marketers make is not focusing enough on segmentation. If you segment inaccurately, you can kiss your money goodbye.
Customizing the ad experience so that it is timely and highly relevant to each person makes retargeting an effective and inexpensive tactic. Your landing pages, ad copies, and content should be created with the consumer’s intent in mind each time.
Implementation examples for social media retargeting for agencies
If you want to use retargeting for your agency, here are a few questions to get you started.
Where do your potential customers spend their time?
Are you on Twitter, LinkedIn or Instagram? Hit them with ads of where they are.
What can you make available to your audience for free? What do you need help with?
Make buyers’ lives easier before you even sell them. Offer an “Ultimate Guide” or a template that will make your work easier. First provide the value. then it will be easier to sell because they will positively remember your brand.
What are your competitors doing? Can you do it better
If your competitors are already ahead of the game with retargeting, head over to their website and see what their content looks like on-site. Do they offer free resources or case studies? What are their CTAs?
Get tracked and take a look at the ads targeted towards you. Analyze their efforts and optimize yours so that your ads perform even better.
Do you have content for each stage of the buyer’s journey?
The first page your customer visits is different for each individual visitor. Some visitors may land on a blog post designed for the awareness phase. Another could land straight on a case study that is more in the middle of the funnel or in the consideration phase. Then someone else could land on your service page, which is at the bottom of the funnel: the decision-making phase.
In other words, people visit your website at different stages of the buying cycle. So make sure you have enough content to segment it according to its stage.
The first ad you show to someone ready to make a purchase shouldn’t be a 10 year how-to content. Conversely, if someone recently attended a tutorial on your website, don’t run ads for free consultations.
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Social retargeting as a marketing tactic will have a positive impact on your investment when investing. Be aware and thorough when segmenting. Optimize your landing pages. Test new CTAs. Discover new content formats. Test video ads. Suspend your campaigns and restart them later. Change your ad copy. Always optimize your campaigns.
The goal is to keep optimizing until the ROI is the highest.
More resources on social media retargeting
Six lead generation tactics to use on your social media channels
B2B PPC Tactic: Six Ways to Get Higher Quality Leads
Three easy ways to use LinkedIn Sales Navigator for marketing