How many times have you added a consumer product to your virtual car to be distracted, hesitant, or just to jump out the window? And how many times, in less than three hours later, have you seen an ad for the same product in your Instagram or Facebook feed?
It is a social retargeting and one of the most powerful tools in the arsenal of marketers today, and no, not just for e-commerce marketers.
One of the challenges that companies face comes from consumers who no longer run within 3 meters of the finish line: clicking on a catchy message on social media or a call to action in their newsletter, adding items to the cart, and filling part of the freight and billing information, but don’t buy. The same can happen with potential customers who are about to fill out the contact form.
Distraction, indecision, or a change of mind are the reasons why someone abandons an informed purchase or does not send a contact form, and it is the job of the marketer to use incentives to create a paying customer.
If a corporate CMO wants a new website, hires an agency to perform an SEO audit, or outsources the content on the corporate website, the CMO will do a lot of research to ensure that the selected provider has the best impact on the company’s investment. And 99% of the research is done online.
When CMOs find your services and start judging you about the competition, you can use social retargeting to remind these potential customers of your brand by engaging in their daily lives. You may have received an introductory call during your workday, but call forwarding will forward it to you when you are away from home and browsing social media.
Retargeting and exposure effect
Watching your ads will undoubtedly improve your conversion. But why does ad reflow work?
The effect of exposure is one of the most convincing psychological phenomena used in marketing. The lighting effect determines that the more you trust or prefer, the more you see something.
It also 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 choose a different path. You trust the person you unconsciously know, not the people you will meet on the new path.
Includes the effect of the agency’s exposure
As you continue to showcase study ads to potential customers across multiple social platforms, the case study’s success story will appear on the page as an image or video as you browse your social media stream. They will begin to associate your brand with impressive results. Less experienced users may even admit this wrongly.
A last, not-so-obvious benefit of using social redirects to generate leads for your agency is that it creates innovative leadership in potential customers. For example, when buyers look for “content marketing”, they build trust in a new way, referring them to their guidelines written by industry experts and research. They will associate your brand not only with your service offering but also with your industry leadership.
The financial benefits of referral to agencies
Redirection offers monetary benefits that reduce the cost of digital advertising and increase its effectiveness.
Improve clickthrough rate
With retargeting, you can reach a user who has already shown interest in your product or service, instead of reaching a large audience. These affected users will reduce ad costs, improve clickthrough rate (CTR) and increase overall conversion rates.
Retargeting also offers the option to recover users who may have stopped buying or left during the conversion process. You can direct that user to specific items of interest, rather than random products.
Optimizing landing pages for conversion to social media
Collect contact information
If you are an agency, you probably offer services instead of products. Landing pages for you can include customer case studies, exclusive surveys related to your industry, or innovative leadership blog posts.
The most important thing to discover on your first visits is pixels or email addresses. Both are valuable, even if the pixels are automatic. Make sure to remove a pixel from the target market and that it is the target.
For example, at Fractl, we have a specific case study for a financial services provider. From there, we can assume that the traffic to that page includes people interested in the success of marketing content for financial topics. We can track your pixels and then direct them to financial campaigns that showcase our experience in the financial sector, be it blog posts, research we have done, or other case studies.
Optimize your landing page after one click
You can have large contact lists, strict targeting, and creative content, but if you don’t have a suitable landing page to send instructions through the sales funnel, it’s all in vain.
These pages cannot be just any other blog post pages on your site; each of them must be optimized according to the intention of your audience. They should be as engaging as possible and include an attractive call-to-action (CTA) that aligns with your agency’s goals.
This is because social traffic generally has a high bounce rate, so you should do your best to keep traffic on the page and drive visitors to the funnel. One way to do this is to end with related content found further down the funnel or to invite the customer to fill out a form for a free 30-minute consultation on the service offer.
Social retargeting as a marketing tactic will yield a huge return on investment if you create a strategy. Be proactive and careful with your targeting. Optimize your landing pages. Try new CTAs. Discover new content formats. Test your video ads. Keep your campaigns waiting and start again later. Edit your ad text. Always adapt your campaigns.
The goal is to maintain the adjustments until the ROI reaches its peak.