You're Converting Leads, But Are You Retargeting The Rest?
What does that mean? It means the traffic you are getting to your website or landing page might be turning to sales or signups, but what about the ones that don't convert to sales or signups? Are you ignoring them?
Sure, it is their choice when they land on your web page whether they buy, sign up or download, but if they have come to your site, they are a warm lead. Just by turning up they have shown some interest, some small spark of want or need of your product or service.
In the past, the idea would have been to have pop-ups (that Google is starting to really hate as well as site users) to keep them on your site with an offer, or perhaps try to get an email address from them.
In our opinion, email lists are great, but people can feel like they are selling their soul by giving it out for a mailing list. To receive a transaction receipt or download is usually fine.
Don't get me wrong, email lists are great and I will show you what you can do with them shortly.
So far the customer, or potential customer, has landed on your site. What now.
If your sales copy has not made them feel NOW is the time to buy or sign up, are you leaving it up to them to come back when they are ready?
F*** that! They have shown they wanted what you are offering. Try again sunshine!
Visit most fashion sites and then head back to Facebook or other websites that show ads. What happens? That product or service starts following you around. Some might not come up straight away, some might hang around for ever it seems, but the point is they keep the product in your mind.
To get started, I am assuming you are using Facebook Business Manager.
Now go to your menu in the top left of your screen (on desktop, not smartphone) and select pixels. Where it reads Business Manager with the three little lines, click there, then select all tools, then under Measure & Report, look down to where it reads Events Manager, and under that you should see Pixels. Click it.
A pixel is a script or code that you place on your website or landing page, and each time a visitor lands on your page, it fires a signal and information of the visit to Facebook.
Why is that important? Even without your customer leaving email address details or anything personal, we have a record of their visit. We can now show that a unique offer or ad.
Depending on how much traffic your website or landing page gets right now will control how fast you build this audience up.
So first things first, install the pixel. Instructions are all laid out for you in Business Manager.
Before we can target these users, we need to create an audience.
Once again in Business Manager, hit the menu and under Assets, you will find Audiences. Click it.
This is where the magic starts...
From here you can create audiences based on Facebook interests and demographics, but better still you can create an audience from visitors to your website using the pixel you installed!
I will throw in here that you can also upload customer files (email addresses) here to create an audience too. This will show ads you make to people on that list that Facebook can match to a profile. The user won't know they were targeted by email, although if that has been their only interaction with you, they might work it out.
You can also create a lookalike audience from that list. What Facebook will do here is create a new audience based on that audience you created from your email list. It will look for people or profiles with the same demographics and interests, and most likely to engage the same on Facebook. It is almost like growing your already warm audience. Wait, it is exactly like that!
You can also create an audience from apps if you use them.
But back to your website visitors and your custom audience. Once you have created this audience, you will see it will build as time goes on and your site gets more traffic. Its time to market to them, but first....
Think about what they have already seen or interacted with in terms of your brand.
Have they already had a sales pitch from you?
Have they said no to a free offer?
If they didn't buy, what would take them over the line?
These are all things your should consider before creating content to put in front of this new audience.
We often recommend a secondary offer, or perhaps another fact about your product or service that makes it irresistible. Testimonials can sometimes work great too as it works like reassurance and trust in your brand's favour.
Once you have come up with a offer too good to turn down, create an ad and select the audience you created.
Remember though, some of the people seeing this ad may have already bought or signed up. If they now see how they could have got it cheaper or with a bonus, it may cause you some issues.
But like everything else, some trial and error works great. Often the pros get it wrong. You need to know your business and your ideal audience. The more you know them, and the more you can get them to trust you, the better your sales and conversions. Make sense?
Next step? Go all out. Keep your brand in front of warm leads. People who have visited your website or watched your Facebook videos want your product or service, they just might not be ready yet. Don't bombard them as you can lose them as quick as you got them. The word is nurture, and the best way to nurture them is to create value.
That value might be information on things about your brand or product they may be wondering about, or video testimonials or something in line with your branding.
Think outside the box to stand out, but also watch the big brands who have million dollar marketing teams to see what they do.
To learn more about some simple branding ideas, check out our book BIG BRANDING. SMALL COSTS. for some new ideas or ways to think before creating your next online ad.