Social Media Retargeting Strategies To Keep Your Brand Front Of Mind

Social media retargeting helps keep your brand front of mind for potential customers. 97% of people who visit your site for the first time leave without making a conversion. It's possible that these potential customers could be lost forever. But by implementing a retargeting strategy you can show ads to those who have already shown interest. 

Individuals can show interest through a website visit or a click on a social ad.  

What is social media retargeting?

Social media retargeting includes paid ads that allow you to reconnect with users who have already interacted with your brand in some way. They could have; viewed certain pages of your site, interacted with your social media profiles or shared their email with you.

A Social media retargeting campaign supports brand awareness and exposure. It helps to increase sales conversion and grow your market share.

Retargeting strategies

There are multiple retargeting strategies you can implement to support your marketing goals. All these strategies can be customised to suit your target audience.

Showing customers items they loved

How many times have you been debating on buying a new pair of shoes but you resisted, only for the item to pop up on your Facebook or Instagram feed?

When customers have visited different product pages of your site, that indicates strong interest and purchase intent. If they linger on the page and add it to their cart, even better.

Using dynamic ads and custom audiences from your site activity, you can serve up an ad to keep the product and your brand at the forefront of the customers mind. Retargeting ads can drive conversions quickly, especially when they are served with a discount code.

To make this strategy most effective you can target users who visited the specific pages but exclude those who purchased.

Re-engage lost customers

Every business has customers who seem to drift off. You can design a retargeting campaign to re-engage these customers.

You can do this by uploading a custom audience of users from your email list who haven't engaged/opened your emails recently. This information is available in many CRM's or email service providers such as Mail Chimp.

Once you have uploaded the email addresses, you can target the audience with 'We Miss You' messages or discount codes to get them re-engaged.

Abandoned cart reminder

The global cart abandonment rate is currently sitting around 75% depending on the industry. 

Using a retargeting campaign can help you convert some of those abandoned carts, by re-engaging the users who have shown interest in your product or service - reducing missed sales.

The most common reasons for cart abandonments are: 

• They forgot to purchase

• They wanted to check out competitors
• The price was too high

Retargeting could work winning these customers back by offering a discount code for the product they didn't purchase. 

Round up

Retargeting works by reconnecting to the users who have already interacted with your brand and needed a final nudge to convert. Once you successfully set up a social retargeting campaign that is bringing in high-value customers, you can leverage the insights you have to that user base.

You can create lookalike audiences. 

What is a lookalike audience?

A lookalike audience is a target audience based on a custom audience (e.g. people who follow your page, website visitors, or email list based). When you create a lookalike audience, Facebook finds users who have similar attributes to the people who are in your base custom audience.