6 Essential Facebook Marketing Tactics that Work
Having trouble engaging with past customers causing you to miss out on business opportunities?
Wondering how to sell to specific individuals already showing interest in your product or service through remarketing?
To successfully remarket via Facebook, you’ll need to provide unique custom ads created specifically to target individuals whose browsing history is closely related to the service you are advertising.
This article will introduce you to 6 new Facebook marketing techniques allowing you to execute on sales you previously missed out on and turn uninterested customers into loyal, recurring customers.
#1: Remarketing to specific landing page visitors
When a landing page is visited, you know one thing. Either the individual who visited the landing page is interested in one of your products or he/she is already familiar with your business.
Don’t waste your time trying to sell to an audience with basic marketing techniques when you can create a Facebook landing page ad that is specifically relevant to your audience.
The graphic below provides an example of a specified Facebook landing page as well as the success related to the landing page in the past 2 months.
The focus of this marketing campaign is to make all ads highly relevant to the audience through project management.
While the audience displayed was small (around 2,000 people), It generated leads in the first 20 days at a 70% click-to-conversion rate, which suggests a high success rate for the landing page.
First, you must have a custom Facebook Audience before targeting website visitors. First, install the Facebook Pixel if you have not already.
Second, Go to the Audience section of Facebook Ads Manager. Navigate to “create Audience” then select Custom Audience from the drop-down menu.
Third, select Website Traffic to generate your custom audience
From the drop-down menu, select the option to include people who have visited specific web pages then type in your landing pages URLs.
These settings allow you to not only target people who have visited your landing page but also individuals who have already made a purchase. To detour purchasers from your thank-you page you can implement limiting conditions to better customize the audience viewing the page.
After naming your audience click Create Audience.
Best practices for remarketing to landing page visitors:
-Keep the landing page specific
-Make steps clear and easy to navigate
-Rearrange your ads to find out what layout is best
-Provide discounts to sway people to revisit your website
-Don’t include people who have already converted
#2 Remarket to people involved with your blog
People who visit your blog do so through numerous channels including search engines, referrals, email, and many more. However, most blog readers only visit a blog once before moving onto another.
A great way to capture the attention of a blog reader is through remarketing, which can potentially cause blog readers to revisit your blog on a more regular basis.
If you want to step up your game one way to do so is by offering a free e-book giveaway.
Blogs that contain several topics can be improved by segmenting your Facebook custom audience by topic to ensure the right people are exposed to the right ad.
If you wish to regulate blog readers, you can make a custom audience of people who have viewed specific articles within your blog.
Important Practices to keep in mind when remarketing to bloggers:
-Soft sales increase brand awareness
-Don’t try to make a sale right away
-Make sure your ads are relevant to your audience
-Use Facebook boosted posts to increase the reach of your blog
-Exclude individuals who have already been involved with/promoted your blogs content
#3 Remarketing to Past Consumers
Contrary to what many believe trying to get people to buy more is not a bad idea. Statistics prove that over half of the revenue produced in the U.S. through online retailers comes from repeat consumers.
Think outside the box to develop possible upselling opportunities for new Facebook remarketing campaigns. For example, target could try selling to people who purchased baby food by providing other offers on children’s products.
Or Teabox could try to retarget people who bought black tea in the past by providing a limited time discount offer after their initial purchase.
The simplest way to develop a recurring audience is to target your thank you pages URL. If you are trying to sell multiple products, you can develop conversation events for avid audience targeting.
Practices to follow when remarketing to past consumers:
-Develop creative upselling campaigns
-Promote similar products
-Offer a discount for purchasing multiple products
-Wait a few weeks after initial purchase before attempting to remarket to previous consumer
-Create a sense of urgency by providing consumers with limited time offers
#4 Remarketing to Freemium/Free trial users
In the software business, there are many users/leads that often aren’t paying users. However, because these individuals are likely already familiar with the software they are using they are likely to be more willing to pay for the product/software.
The purpose of a free trial period should be to get people involved/familiar with your product and help them recognize its benefits. The Facebook ad below is for SEMrush and promotes their products most essential features.
To convert a freemium user into a paying user you can offer discounts on initial purchases. For example, first time subscribers to the New York Times receive an offer of a 40% discount to encourage them to sign up.
Set up a custom conversation signifying a freemium account’s signup to most accurately retarget freemium users.
The best practices to follow when remarketing to free trial and freemium users is to:
-Offer significant, appealing product updates
-Make your products benefits clear and recognizable
-Overcome possible objections by sharing case studies
-Promote start up guides
-do not include people who have already set up a payment profile
#5 Remarketing & Newsletter Subscribers
There tend to be two categories of newsletter subscribers; the ones who always open and read your emails and the people that almost never read them.
An Analysis of 60 million ecommerce purchases and 40 million email addresses from retailers done by MailChimp shows that one inactive subscriber is worth 32% of an active one.
To remarket to newsletter subscribers, you must first, divide your email list into two audience groups. First focus on the active/engaged readers which can be done by offering this audience more sales oriented offers such as sign up, Get started today, or shop now emails.
When considering disengaged readers, you can use Facebook remarketing to turn inactive subscribers into your most avid users. To do this you must start by sharing an insightful blog article or free ebook to remind/inform people about your business, this is a marketing method called “soft marketing” which is presented below.
If you wish to create a custom audience for your newsletter subscribers, you must create a new custom audience and select Customer File.
Then decide whether you want to add a customer file or import contacts from MailChimp.
Export a customer file from your email marketing software and import it to Facebook as a .txt or .csv file. to upload your customer file.
The best strategies for remarketing to people who have subscribed to newsletters:
-Divide your audience into two groups, the active and inactive
-Customize ads depending on the user’s level of engagement
-Share relevant content to educate users (e.g., blog articles and ebooks)
-Create further divisions to deliver more relevant ads
#6 Remarketing to People Who Nearly Completed their Purchase
Almost all of us have had times where we have added multiple products to our shopping cart on an online store only to decide we don’t need them.
To get people who abandoned their shopping cart to return to your site and make a purchase, create a new custom audience on Facebook and develop a remarketing campaign. Using emotional triggers such as limited time discount offers is likely to bring individuals back onto your website and complete their purchases. The tactic is displayed below on Udacity’s Facebook page.
Simple reminders are often all it takes to get people to return to your site. For example, if someone added coffee beans to their shopping cart, create a marketing campaign reminds them of that exact product.
To set up a remarketing audience consisting of individuals who abandoned their shopping cart include your check-out page’s URL and exclude your thank-you page’s URL
You can use Custom Conversions to set up More Detailed Remarketing Audiences
Practices to follow when remarketing to shopping cart abandoners:
-Remarket exact product the user left in their shopping cart
-Convince people to buy your product through discount offers
-Create a sense of urgency through limited time offers
-Begin remarketing right after people leave their shopping cart.
Over to you
Significantly large amounts of money are spent by marketers in effort to get individuals to visit their website while only a fraction of users decide to make a purchase on their first visit. Facebook custom audience allows you to retarget every one of your website visitors with a highly relevant offer.
To build successful remarketing funnels and get a high return on investment one marketing campaign is not enough. Custom campaigns targeting individuals based on their search history and interests will get you the best results.
These six remarketing techniques allow you to lure in past website users and bring your product/service to the attention of others.