5 Reasons You Should Use Facebook Re marketing

 

 

 

Facebook re marketing (AKA Facebook re marketing) is a form

of marketing that involves using Facebook ads to re-target

people who are already somewhat engaged with your

brand. You do this by placing cookies on their computers

and that way tracking the things that they’re interested in.

For example, if someone spends a little bit of time on the

checkout page of your website, with a specific product (or

category of product) in their shopping cart, you can then

subsequently show them that same product or a similar one.

This significantly increase their likelihood of buying. But

even if they don’t buy, it can still have numerous benefits for

your strategy in the long term.

Over the rest of this short report, we’ll be taking a look at the

reasons for this – the reasons that Facebook re marketing is

so extremely beneficial for anyone who is looking to sell a

product or grow their business online.

And by understanding this, you’ll not only be fired up and

raring to start Facebook re marketing, but you’ll also have a

better understanding of how to use this incredible tool and

turn it to your advantage.

 

 

 

 

1 Targeting

Targeting in advertising is one of the most important

concepts to understand. It basically means showing your

ads to the right people, rather than just as many people as

possible. That means defining your ‘buyer persona’ who is

most likely to buy from you, and then showing them the ads.

To give an example, imagine that you have a wedding dress

shop that is located in Santa Monica, USA. Chances are,

that you want to show your products to women who are

currently engaged, living in that area (seeing as you really

need to try on a wedding dress before you buy one).

The dresses are quite expensive, so you probably want to

aim at people with big disposable incomes. And they are all

plus sizes. Plus they are Disney-themed.

So, if your ad is showing to skinny, broke, married men, who

hate Disney, living in France… then you’re not going to get

many purchases. And the money you spent on those ads is

wasted.

That’s where targeting comes in: trying to market only to the

right people. Problem is, that even an engaged, wealthy,

woman, in Santa Monica, may not ensure you get a

 

 

 

 

purchase. Some women might have their dresses made for

them, inherit them from their Mothers, or perhaps not want a

traditional wedding dress at all. That’s still wasted money.

Or they may simply not have shared their relationship status

with Facebook.

So instead, the best way to ensure you show your dresses

to the right people, is to show them to people who are

looking at wedding dresses. Better yet, show them to people

looking at your wedding dresses!

2 Brand Engagement

One of the most important things when it comes to making a

successful business online, is to create lots of brand

engagement.

That means you want your audience regularly visiting your

site, regularly buying things, regularly commenting and

talking about you.

You want them to be constantly excited for your brand. The

worst thing they could possibly do is to forget all about you,

at which point they might not even notice your advertising.

But how do you ensure brand engagement stays high? This

is where re marketing comes in: you can keep showing your

 

 

 

ads to the same people. This way, even if they don’t buy

from you, they will be ‘followed’ by your brand. They will

watch your video on YouTube, read your blog post, then go

on Facebook only to see an ad for one of your products.

If they don’t click the ad, then that display hasn’t cost you

anything. But the fact is that you’re still in their mind, and

they’re still more likely to buy from you the next time as a

result.

Big businesses recognize the absolute crucial importance of

this, which is why they are constantly showing their ads on

TV – even though the conversion rate for something like

toilet roll is minuscule!

3 The Power of the Customer

List

There’s more than one type of Facebook re marketing. The

other type that often gets overlooked is something called the

customer list. This is a list of already established contacts

that you have built somewhere other than on Facebook –

perhaps by generating a mailing list for instance, or maybe

through a registration form.

 

 

 

So, there are no cookies involved this time, but the basic

concept is the same: you’re still reaching out to people once

again who have already made some kind of contact with

your brand and shown an interest.

And by doing this, you are still able to hopefully push them

into clicking buy when previously they might have just been

‘window shopping’.

The customer list is extremely powerful though, because

chances are that you have already been in discussion with

them through the mailing list.

Chances are that engagement was high if they were willing

to sign up in the first place! The issue is that a lot of people

simply forget to check their mail, and that this is a far less

multi-media platform.

So if someone signs up to your mailing list to get their free

e book (or what-have-you), then forgets all about you,

Facebook gives you a way to wake them back up to your

brand and remind them you exist – with a product very

similar to the thing they had already shown an interest in!

This gives you FAR greater value for your mailing list, by

allowing you to reach them in a way that lets you use video,

social commenting, big bold images… This can all make a

 

 

 

huge difference to the kind of interactions you see with that

audience and is actually one of the biggest ‘secret weapons’

in the arsenal of any marketer.

4 Familiarity

Familiarity is another extremely beneficial reason to use

re marketing that often goes overlooked.

Simply: using Facebook re marketing allows you to show ads

for things people already have some familiarity with, and

thereby to increase that familiarity further.

And this is the other reason companies are willing to spend

so much on those TV and magazine ads that don’t convert.

Think of it this way: if a stranger comes up to you and tries

to sell you a computer you’ve never heard of for $1K, you

will likely say no thanks and keep walking.

QUICKLY.

But if a friend or a boss comes up to you and offers you an

Apple Mac computer for the same amount – you MAY

consider it if you’re in the market for that kind of thing.

Simply: we put much more trust and confidence in things

that we have some familiarity with. And it’s not just the fact

 

 

 

that we know the reputation of i Pads. It is literally the

familiarity alone that makes such a big difference.

Did you know that one of the biggest hurdles Marvel had

when marketing the film Ant Man, was the fact that people

thought the name was silly?

But they found that the more they repeated the name, the

less silly it sounded. After all, how is it really any sillier than

‘Bat Man’ or ‘Spider-Man’?

The same thing happens with your product. If someone

sees it once on Facebook, they might think it’s nothing but a

knock-off, or cheap piece of junk.

But the more they see it, the more it starts to establish itself

in their minds – eventually, they will consider it to be

‘legitimate’ and be far more likely to buy it!

5 Receptivity

Receptivity is basically how well the person is going to

receive your marketing message at any given time. It’s not

just about the content of the message, or even the delivery:

of equal importance is how well timed that message is.

 

 

 

So, if you send someone an advert when they’re out

partying with friends, chances are that they will simply

ignore it and move on.

But if you send them that same advert when they’re at home

in the evening feeling a little tired (which reduces our

impulse control) then they are much more likely to buy.

This is how re marketing can help you to clinch a deal. They

have already been looking at your product, so you know

they’re interested. They might even have added it to their

cart!

But if they then left the site, it might be because they were

feeling a little frugal at that time – or literally because they

got distracted, or didn’t want to get their wallet out in public.

So, if you re market – show them the same product again at

a time when they are feeling more receptive – then you

might find that the planets align and you make the sale.

And if you can offer them a special deal or offer – one that is

only available through this re marketing campaign – then you

might sweeten that deal even more.

 

 

 

If they were already on the fence and now they have the

option to get it for less only if they act quickly. Well, it’s hard

to resist!