Have you ever looked to buy something online, let’s say, on Amazon. But you’re just browsing. Next thing you know, you go on Facebook, and there’s an ad for that product in your newsfeed!
That’s no coincidence; that’s remarketing. And that’s genius!
It’s also not new, boo. Well, sort of. Let’s go back to psychology class. There’s something called The Baader-Meinhof Phenomenon. Have you noticed that when you’re shopping for a new car, all of a sudden, you see that car everywhere? Ads, on the street, your coworker is driving one.
This is also called “the frequency illusion”. It’s caused 1 of 2 ways:
Your brain kickstarts selected attention, meaning you start unconsciously looking and listening for that thing you’ve had on your mind. It’s like word search on steroids.
My personal favorite, confirmation bias, reassures you that because you keep seeing this thing, it’s about that time to go and get it! It’s a sign from the universe! (not always, but hey!)
Anyways, back to remarketing. This is like the frequency illusion, only intentional. Marketing fixers such as myself put a tracking pixel on your website that follows your visitors in the form of cookies (no, not those, but I think it’s time to bake some).
When someone visits your website, the tracking pixel follows the visitor around the web, dropping “subtle hints” about the products they may have viewed on your site. My favorite way of doing this is in the form of a Facebook ad campaign.
How Facebook Ad Campaigns + Remarketing = Love
First off, you should set a goal for your ad campaign. For the sake of an example, let’s call this one an awareness campaign. This is because you want people who have even crossed your path to actually be aware that you’re there, by “suddenly” being around in a few places.
Step 1: Place the tracking pixel in your website
If you’ve never set up Facebook Ad Manager, now is the time to do so. Within it, you’ll be able to grab your tracking pixel from the Assets area. It’s a block of HTML code that you’ll copy and paste within the head of your website.
Step 3: Create an ad
Now you need folks to come to your website for one reason or another. Let’s say you have a bomb ass article that you wrote that, if in front of a lot of eyeballs, you’ll know you’ll help (either educate or entertain) a lot of people. You’ll want to advertise something light, but helpful, to a cold audience. A cold audience means they’ve engaged with your brand less than twice. But make sure this audience is still fitting your ideal audience, in the shape of demographics and psychographics. I recommend creating your ad through Facebook’s Ads Manager, rather than boosting a post on the page.
Step 4: Create another ad
The first ad’s purpose is to get the person on your website. This second ad will be served up to a warm audience. A warm audience is someone who has been to your website and/or your Facebook page before. Remember that tracking pixel we put on the site? It’s about to come in handy as we create a custom audience.
In the Facebook Ad Manager, you’ll want to navigate to Audiences under Assets, and create a custom audience. You’ll choose Website Traffic as the source, and it’ll find your trusty pixel. You can now target people who have visited your website in the last 30 days, or change the course of the time.
They may have only visited the site once or twice, but if they see you again, they’re definitely going to be curious enough to learn more. So this ad will be a subtle next step. I recommend that it advertises one of your free resources, since it takes 6 to 8 touches to generate a viable sales lead.
Step 5: Grab their attention (and their email), and court them
As much as most of us hate pop ups, they work. Place a call to action to sign up on your mailing list. Freebie incentives (also known as opt-ins and lead magnets) always help sweeten the deal. Once they’re willing to give you their email, just like dating, it’s time to court them.
You should have a welcome email sequence automated to send your new friend an email several times to get them engaged, keep you fresh in their mind, and to convince them that you have more to offer than just a pretty face, I mean brand. It’s literally just like dating; sure you MAY get lucky on the first date, but you should ease into it and make sure the other person is comfortable before proceeding.
You’ll keep these ad campaigns going until you reach your goal of subscribers or sales. I recommend making these remarketing campaigns a part of your ongoing marketing strategy, as you can never have too many people engaged with you business. Just be sure to check out the Insights to ensure the right people are reacting to your ads, and adjust as necessary.