Digital Marketing This Week: A Beginner’s Guide To Retargeting – Episode 30

This week we’re giving you a beginners guide to retargeting!

We have a more in-depth discussion of retargeting (and a live walk through of the process) on the video…  so be sure to watch the video.

Retargeting is the best way to reach out to your customers or prospects, so we’re giving you a better understanding of retargeting, tips on how you can get started, and an easy strategy that you put into action today.

Let’s start with defining what retargeting is–

What’s Retargeting?

Retargeting is a tool provided by most advertising platforms (like Google & Facebook).  It uses tracking technology that lets the platform know what sites your audience is visiting throughout the web.

To use retargeting, you'll grab a little piece of code (that the advertising platform will provide to you) and place it on your site.  That's it!  Once it's there, it'll start reporting back to the platform and let it know when people have been to your site.

Example

So here’s a retargeting scenario–

Let’s say I’m advertising on Facebook and I’m promoting my sales page there. People click on the ad on Facebook, end up on my sales page, but they don’t purchase. I can set up retargeting so that when that user goes back to Facebook, they can see an ad that is just for people who saw the sales page already, but didn't purchase.  

Retargeting allows you to customize your marketing message as your prospect moves through your funnel!

How To Setup Retargeting

Now let’s talk about how to set it up.

Facebook is the easiest one to get started with.

You start with logging in your Facebook for business account, and click on audiences, and you’ll find a button that says, create audience.

Then you create your pixel–and once you have an audience ready, all you have to do add your targeted audience.

It’s really that simple, but we covered it in detail in the video at the top of this post (so be sure you check it out).

Remember, retargeting is one of the most effective and cheapest ways to reach out to your users.

• You can use it to target people who saw your cart but didn’t make a purchase.
• You can reach out to people who bought your product but did not get the upsell.
• You can use it to reach out to people who even saw a particular blog post (so you know they are already interested in a particular topic) and therefore might be easier to convert to an offer you have that's related to that topic.

In Conclusion….

At the end of the day, retargeting is about segmentation and, in a way, it like building a “sales funnel in the cloud.”

Tracking which stage of the sales process your prospect is, and then adjusting your marketing message to speak to the specific concerns they have is a fantastic way to improve conversions.

If you have any questions or comments about today’s topic, just leave a comment below.  Also, if you found this beginner's guide to retargeting post helpful in any way, would you please share it on your favorite social media network?

– Mercer