What is remarketing?
Hands up if you’ve ever been in this situation:
It’s Sunday night, you’re sitting on your couch casually browsing shoes online and spot a pair of pumps you love but know you don’t need. You click the “add to cart” button just in case you convince yourself that you do need another pair of shoes in the next 3 minutes. Finally you decide "no, I really don’t need these shoes” and close the app or browser. The next day you’re scrolling on Instagram liking all the relatable memes and BAM there’s those shoes from the other night! What! How on earth are they on your feed? It must be a sign from the universe telling you that you need them. Next minute, you’re posting your #OOTD picture with those shoes on your feet. That, my friends, is a successful remarketing campaign.
In marketing jargon ‘remarketing’ (or retargeting - they’re the same thing) refers to a strategy that reaches out and re-engages your old leads via different platforms to remind them of you. Old leads can be anyone who has visited your website or profile, interacted with your ads or added your product to their shopping cart. You are essentially targeting people that have come across your brand before or what we call “warm” leads. These people are more likely to convert as they are aware of your brand and have shown enough interest the first time to visit your site or profile.
Soooo let’s talk stats. Only about 4% of initial visitors to your site convert. That’s a 96% loss of potential leads. Pretty disappointing, huh? Especially when you’ve invested all your time and money into perfecting your business. If you own an online store, the average person has to visit your store 10 times before making a purchase. So how do you keep people coming back? Fortunately this is where remarketing is your heaven-sent saviour from the digital gods. Your targeted ads will follow your leads on various ad networks such as Google, Facebook, Instagram, Twitter and LinkedIn reminding them of your existence.
For this post we are going to focus on remarketing on Facebook and Instagram - two of the biggest social networking sites today. During a Facebook conference call in July 2018, Mark Zuckerberg confirmed that Facebook now has more than 2.2 billion monthly active users, with almost 1.5 billion using it every day. In addition to that, the photo-sharing platform Instagram has more than a billion daily actives and that number is growing. David Wehner, the CFO of Facebook stated, "Instagram is growing more quickly and making an increasing contribution to growth, and we've been pleased with how Instagram is growing. Facebook and Instagram are really one ads ecosystem.”
Now that’s an extremely huge statistic and we can loosely translate that as almost all of your potential leads are using either one or both of these platforms.
Should I remarket on Facebook/Instagram?
Although Facebook and Instagram have some impressive stats, it is vital to find out which ad platform will work best for remarketing your business and reaching your objective. Consider where the majority of your warm leads are and focus on those platforms. LinkedIn, for example, is an oasis for B2B marketing but not too helpful for a small business selling an organic beauty product range (who would benefit heaps more from Instagram.)
So how do you find out where your leads are coming from? One word: analytics. Track your data, track it again and then track some more! Install a Facebook pixel onto your website and use Google analytics to discover a goldmine of information readily available to you. If you find that most of your leads are using the two social networks then you know Facebook/Instagram is your answer.
It’s a no-brainer that having a clear social media marketing strategy will always yield exceptional results. Do you ever wonder if that $5.00 you spend on the “promote/boost” option that Facebook offers under each post is enough to get you the results you want? We don’t think so because Facebook doesn’t setup the proper parameters when boosting posts. That money you spend on boosting a Facebook post could be used instead to remarket to your warm leads that are more likely to convert.
A successful Facebook/Instagram marketing campaign involves 2 important components:
1. Creative content that is engaging and grabs people’s attention. Remember you are competing with millions of posts daily plus the latest change in Facebook’s algorithm favouring friends and family means fewer posts from business pages are being seen in user Timelines.
2. Remarketing to your warm leads with a call to action. It’s not enough just to be seen, you have to be remembered in order to have a higher rate of conversion. We live in a busy world and sometimes a remarketed ad is all someone needs to see to remember why he or she was interested in your business in the first place.
Every business can advertise on Facebook, but it’s how effective your marketing strategy is that will determine whether you succeed or fail. We can help you through the process by analysing, strategising, developing, implementing and reviewing marketing campaigns to optimise your presence on each platform. We’ll also assist you with remarketed ads so you get the maximum return on investment on these platforms. Facebook and Instagram can be very important spaces when used efficiently and we’re here to help you succeed and watch your business grow. We can work with you to build killer campaigns and to avoid you wasting your time, energy and especially money.
To find out more about our strategic marketing services click here.
If you have any questions or would like to know more about our remarketing techniques get in touch with us today.
We delivered a combination of brand content and sales driven marketing. We focused on retargeting users who visited the website and also interacted with the brand on Facebook and Instagram. The audience was remarketed with a Dynamic Product Ad (ad specific to the product they showed interest / visited on website) as well as a new product launch featured ad.
“Working with Tenille from Allure Creative has been a dream. We had all the element of where we wanted to be, but with a large workload and only a basic knowledge of social media marketing we were falling behind.
We were hesitant with bringing in an outside agency as we have had poor experiences in the past, mainly due to lack of understanding of our industry.
Tenille took the time to listen, ask questions and really get to know our business. She is genuine, communicates well, delivers on time and has a definite skill in marketing.
It’s only the start of our journey with Allure Creative but since then we have been more consistent with our social media marketing, our brand message is stronger and we have direction and a plan to continue forward.”
“Tenille was a pleasure to work with on our social media marketing. She always responded to queries in a very timely manner, she was very professional and nothing was ever too hard. She really got to know our brand and industry, and provided valuable insights and recommendations when needed.”
“We worked with Tenille on the launch and execution of an exciting match day promotion with Virgin Australia. She assisted us in creating marketing assets across various mediums including digital, print and outdoor. Tenille was great to collaborate with and created high quality material within tight deadlines. We look forward to working with Tenille again.”
West Coast Eagles
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