12 Mar 7 Tips for Social Media Remarketing
7 Tips for Social Media Remarketing
Online shopping is a behemoth that is trying to dwarf the physical store setup. For a lot of things, it has succeeded to quite an extent. However, with so many competitors to deal with every day, you need to make a solid marketing strategy. The power of social media as the ultimate platform for reaching out to your audience is widely accepted nowadays.
People are spending billions on giant platforms like Facebook, Instagram, LinkedIn, Snapchat, etc. to advertise their products. All that effort is just to bring the people viewing those ads to shop on your online store. However, there is a huge chunk of the potential customers that simply visit your site, add a few things to their cart, and then just leave. Seeing someone leave makes you feel like they will never come back. However, with social media remarketing, you can easily turn that situation around.
What is social media remarketing?
If you know marketing, the “re” at the beginning should give you an idea of what it is all about. In simple terms, you are simply deploying strategies to reach out to people who have already visited your website. You see them as potential customers who may have, for one reason or another, decided not to complete a purchase on your website. The most commonly used tools for remarketing are ads or emails that are designed to remind them of their previous visit and remind them to complete their purchase.
For social media remarketing, you are simply using social media platforms to contact your website visitors. However, it is not as simple as this one-line explanation. Social media platforms are quite complex when it comes to utilising them for your business. You have to make sure that the strategy you choose is the right one and can target that specific visitor in a way that will influence them the most.
Social media platforms provide many tools that you can use for remarketing and knowing how to use them properly can make all the difference in how successful you are with your strategy. To help you out, we are sharing seven key tips that can help you increase your success rate and get maximum conversions.
1. limit your advertisements
This is a very important step that a lot of marketers often overlook, thereby wasting a lot of funds. The people who visited your site are already aware of your business and what you are offering. If you push too many ads at them, it will become an annoyance for them and drive them away! This is something that you should avoid at all costs and doing so will decrease your expense as well.
Limiting the number of ads they see keeps them informed of your product without feeling overwhelmed. This subtle reminder can increase the results by a huge margin for a lot of companies.
Setting the frequency of your social media ads is fairly simple on social media platforms. There are dedicated functions that allow you to choose the number of times a visitor gets to see your ad. With the right amount selected, you can keep your name alive in their minds while giving them the space they expect from you. To set the right frequency, you can either judge for yourself what may be too much or simply run some isolated tests to see the results before launching a full campaign.
2. Audience segmentation
The purpose of social media remarketing is to target only people who you have already had an interaction with. You do not want an ad designed for remarketing to hit every potential viewer you have access to. The target is only the people who visited your website, are in your social media accounts, or use your apps. These are all different segments of the audience that you can reach out to in one way or another.
Probably the most interested customers you will have are the ones in your contact list. These are the people who have a genuine interest in your products and interact with you on social media platforms. Their personal information is available to you, and you can use that to create a custom audience that will get to see your remarketing efforts.
Another potential lead is the people who visited your website, who also have an interest in your product. To customise your ads for this audience, you can add trackers on your pages to see what products each visitor showed interest in. This information will allow you to create customised ads for people with specific interests that could possibly revive that interest.
Apps also have the potential of creating custom audiences. They work in the same way as you would with your website, but a lot more thoroughly. With an app, you can monitor every single step that a user takes while using your app and segment them. The segmentation can be based on interest in specific products, opening certain pages, their personal information, and so much more. This way, you will be able to show them exactly what they want to see, possibly at a time when they are most susceptible to making the purchase.
3. Burn pixels?
Burn pixels is a tool that allows you to remove from your audience those people who have already purchased something. If you have had a successful conversion, you do not want to keep showing that individual the same ad. This will make you look unprofessional and not in control. Burn pixels removes such costumers automatically from your target list and lets the ads focus on other potential customers.
The use of burn pixels, however, is not just limited to when you have made a sale. It is a constant process that should start right from the time when a user visits your website. If a user has already created an account on your website, you don’t want to show them sign up ads after that. A simple process is to include burn pixels in your signup completion page that automatically removes the user from any signup ads you have running.
Similarly, if they have opted for a certain promotion that you may have going on, you don’t want them to see ads for it afterwards. Each stage has its own method, and you can easily configure burn pixels anywhere to optimise your advertisement targeting.
“Social media remarketing is a great way to entice customers back to your site to make a purchase.”
4. Urgent is good!
If a user sees the same old ad where they saw your product the first time, they will ignore it. To make people react to your remarketing efforts, you need to make it as enticing as possible. A lot of companies use limited-time discounts to attract the customer into making the purchase. Interestingly enough, one does not have to be in a financial restriction to avoid buying.
A lot of people who abandon carts for other reasons also enjoy the idea of getting a discount and may end up making a purchase. The type of text you use here can take on any context. It does not even have to be a discount.
For products with a huge attraction, just the feeling of being left out is enough to trigger a purchase. In such cases, using lines like “limited stock left” or “get it before stock runs out” can be quite effective. To add more effect to this strategy, you can also create a short deadline in the ad. That deadline also doesn’t have to be true and can be a good source of capturing last-minute shoppers by providing them with some breathing space.
5. Don’t forget your business
While the advertisements you create are primarily for selling particular items, you should not forget to create an overall theme. With every ad you create, you are generating an image of your business. Having consistency in this image is important, not just for your remarketing strategy, but also for brand recognition. Why limit your remarketing campaign just to make some sales when you could use it to create a permanent bond.
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To achieve this, you must bring consistency and uniqueness to your advertisements. No matter what kind of content you are using to entice customers, there should always be an immediately recognisable pattern. The very moment your audience looks at an ad, they should be able to tell that it is from your company. That uniqueness and familiarity create a permanent image in your customers’ minds.
The result is that for the products you sell, your customer automatically thinks of you when they want to buy it. Imagine selling ramen noodles and creating that kind of image in the mind of college students. Your sales will go through the roof!
6. Always be ready to upsell
When you sell a product to a customer, you never do it with the intention of never seeing them again. In fact, you want them to become your frequent buyers and get a regular stream of business going. To do that, upselling is a great way that you can target in your remarketing strategy. If you have made a successful sale to a customer, you are now somewhat aware of what their interests are. This information can be used to send them ads that are related to the product they just bought.
Let’s say you have a business selling cars. If you have a customer who purchased from you, you now know what car they have, and this information can be very useful for additional sales. You can send them ads about products that are relevant to that car like air fresheners, sound system upgrades, dashcams, etc. This example can fit with any business that runs within a similar industry. Of course, it does not mean sellers with standalone products can’t come up with their own interesting ideas for upselling.
7. Always keep testing
The mind of your consumer is a constantly evolving thing. This means that their preferences and moods also keep changing all the time. To make sure that you are hitting the mark in your remarketing campaigns, you have to pilot test every strategy. Keep launching small campaigns that target sample groups and gather data regarding their success. This is something that should be a part of your overall operational objectives.
Just like product R&D, doing in-market research is also extremely important. You can do this by deploying a range of different products. Whether it is Google Analytics, advertisement pilots, trying out different platforms, or any other strategy, always keep testing. It will keep you up to date about market conditions and give you a huge boost in conversions as well.
Formulate the right strategy
With the tips shared here, you can easily come up with a good strategy to maximise your conversions. However, if you feel like you could use some help, hiring a professional social media marketing expert could benefit you greatly. edirect is a firm that has both the experience and expertise to help you achieve your remarketing targets effectively and efficiently, so make sure you get in touch with us today by calling +971 50 957 5877.