Who’s The Easiest Person To Convert? One You Can Re-Target🔄
April 6, 2020
"Hey Julio, who's the easiest person to convert?"
This blog post that I have so eloquently written for your edutainment (that’s education and entertainment mixed together! Pretty neat huh?) is going to answer that exact question.
First, let’s talk about how to attain a customer! Well, there are generally two schools of thought on this topic. Organic, and Paid…
Organic refers to getting traffic, likes, follows, etc. from people but without paying for brand awareness ads. This is a method most commonly used by those that have more time than they do money.
That sounds fine in theory if the amount of time spent producing content actually equates to significant followership, but what we notice (and you probably do too) is that trying to grow your list from a purely organic means is like trying to roll a rock up a hill, it’s a fool's errand IF there are better tools at your disposal!
Paid refers to, well… paid ads. This can be content posts that are promoted or actual ads that are promoting your offer. This is by far and away the fastest and best way to grow your audience if you know what you're doing. Just $5 a day can add thousands of eyes to your content or offerings.
*As you may know, we believe that psychographics and demographics go hand in hand, so if you’re interested in learning more about how to hone the tone of your message to get more clicks, make sure to join our emial list. We have private classes that we host exclusively to our list members
Now, if you’re asking my opinion and well… you’re reading my words, so my opinion you will get. Paid ads are the way to go for many reasons but the #1 reason is because of a simple thing called Re-targeting.
Re-targeting has proven to be ENORMOUSLY effective. The question you should be asking yourself at this point is how do I Re-target?
So, here are some basic requirements you need in order to start Re-targeting today!
Facebook pixel/app events: You need a Facebook pixel implemented on your website, and use standard events to report which product IDs from your catalog are being viewed, added to cart and purchased. If you want to retarget people in a mobile app, you can set up app events. If you're not sure how to set up a pixel or app events, consider reaching out to a website developer.
Catalog: You need a catalog to use dynamic ads. If supported, you can use an existing data feed from one of Facebook's integrations (for example, Shopify). If you don't have a catalog, learn how to create a catalog.
Now that we have that out of the way, let me explain why Re-targeting is a lot like magic. Re-targeting allows you to show ads to people that have ALREADY taken action on your ad or site in whatever predetermined way you see fit.
Joe's Custom Wood Tools wants to run a retargeting campaign:
Joe sees that his latest video ad has gotten over 10,000 views. Joe wants to Re-target those that were the most engaged (because he doesn't care about the people that only saw his video for 2 seconds and scrolled away).
So Joe decides to Re-target people that have watched over 50% of his 5 min video. This Re-targeting option allows the 1,085 people that saw more than 50% to be shown a picture, carousel, and video ads showcasing his product.
This leads 485 people to take action and make a purchase.
Sounds pretty great right? That’s the power of Re-targeting. Instead of wasting money on the other 8,000+ people that saw his ad for 2 seconds and scrolled away, now his message is shown to people who were actually interested in what he does, the tools he creates, and how those tools can help their wood making.
2.When you select your audience, choose to Retarget ads to people who interacted with your products on and off Facebook. Choose a retargeting option:
Viewed or Added to Cart But Not Purchased: Promote products from your catalog to people who viewed or added those products to their cart.
Added to Cart But Not Purchased: Promote products from your catalog to people who added those products to their cart.
Upsell Products: Upsell products from your catalog to people who viewed products from your product set.
Cross-Sell Products: Cross-sell products from your catalog to people who viewed products from your product set.
Custom Combination: Promote products from your catalog to a Custom Audience based on how people interacted with your products. If you choose this option, you can select the audience interactions taken by selecting inclusions and exclusions. For example, you could include people who added products to their cart in the last 45 days and exclude people who purchased products in the last 45 days.
3.Enter the number of days where the action occurred for your retargeting option.
4.(Optional) Select Show Advanced Options to add a Custom Audience or Lookalike Audience to your targeting.
That’s it, pretty simple!
Now, before we set off, there is one more way you can use the principle of Re-targeting. That, my interested friend, is by segmenting your email list.
We're going to go over this in greater detail in a separate post, but if I had to break it down super quickly I'd say something like this:
Email Segmentation is crucial for your email marketing tactics. Segmenting your audience is about finding out what they connect with and continuing to give them information directly about that.
So let's use Joe's Custom Wooden Tools again:
Joe just got done creating ads and Re-targeting. This has gotten him quite a few new prospects. He knows he should provide value, but some emails seem to have better open rates than others and he doesn't quite understand why.
He asks the brilliant minds at DNC (ME) and they (I) suggest he segment his list based on certain emails they open.
He sends out promotion emails for a week, and a few people click those. He then sends out value-based information emails about how to use the tools and testimonials about his tools and sees a few people open those. Then he runs a flash sale email series and notices a few people opening those.
He segments those different email types:
This allows him to know who to send his emails too! He sees a drastic increase in open rates as well as click-thru rates and because he's giving people value in the way THEY see it his conversion rate increases as well.
That, my friends, is a whole lot of winning with minimal effort!
Final thoughts: Re-targeting is important, but establishing who your audience is and how they want to be sold to is just as important if not more so. You can have a great pitch but if you have no idea how to deliver it to the people that have the credit cards well it's gonna fall on deaf ears...Well, since it's copy maybe it should be blind eyes? Hmmm... anyway, you know what I'm saying! If you want help figuring out how to make sure your email marketing efforts aren't going to waste, book a call with us.