In this video, Digital Strategist Ben Sweetlove explains how Facebook Remarketing helps business leaders and marketers increase the performance of online lead generation campaigns.
Now, one of the biggest problems faced by digital marketers at the moment is that rapid short term lead generation is losing its effectiveness. So back in the day, maybe 18 months, two, or three years ago, it was quite effective to take a cold audience… an audience that is not familiar with your product or service, show them a landing page containing a bottom of funnel offer. An offer which might be a consultation or a strategy session or some offer involving participation from the prospect, which is really the start of your sales process. So that used to work quite effectively, a cold audience to a bottom of funnel offer. Now, not so much. So I think I have some theories on that. I think the endless scrolling effect in social media is reducing attention spans, which is making it harder for marketers to communicate their message to form that bond with prospects.
And also, I think that people are growing in skepticism. They’re being more skeptical about the ads, the messaging that is put out there by anyone who is marketing themselves online, which means a deeper nurturing is required. And as marketers, we must ensure that before we ask for a bottom of funnel call to action, before we want to reach out and begin that sales process, we’ve got to build that bond, that connection with prospects. So I want to talk about a way that we do that. There are multiple ways to do exactly that, to build a bond, to create that relationship. I want to talk about one way and that is remarketing, particularly using Facebook.
Now, remarketing, you may have experienced in the past, so really it’s quite simple in its strategy, remarketing occurs when you visit a website or you engage with a brands Facebook ad or a video of theirs on Facebook and then afterwards you see their advertising, you’re effectively followed by them on Facebook, you see their ads, that’s remarketing.
So what I want to do is, I’ll explain how it works, if you don’t know how it works, if you’ve heard of it, maybe you haven’t heard of it, you’ve heard of it and you want to know fundamentally how to do it. I’ll explain that and then I’ll tell you exactly how we are using remarketing to build that bond for our clients, the customers, how we are doing that for them.
So let’s get into it. So firstly, what is remarketing? Remarketing occurs when a user visits a site or a page or performs an action on a Facebook asset, like an ad, a Facebook page, or a video, and the visitor or the person who has interacted with that asset is then added to an audience inside of a Facebook advertiser account. Then what advertisers can do, or what marketers can do is then show ads to those who are on or in that particular audience.
And it’s really as simple as that. So it’s all about building audiences of people who have been to your site. They’ve been to a landing page, they’ve been to a page and or they’ve visited an offer, a page for an offer and not converted. So you can get quite granular in how you build your marketing audience.
However, Facebook remarketing ads, they tired pretty quickly, traditionally speaking. So you would build an audience of people who have been to your site in the past 30 days and you would then show them remarketing ads and it was fairly common for your frequency to increase. So the number of times that the people in that audience see your ads increases, that’s not necessarily a good thing, because if they see your ads too much it means your ads are wearing out, they’re tiring and they’re no longer effective. The click through rate of your ads drop, which then results in a lot of penalty from Facebook, but a reduced engagement score in the Facebook interface, which means they will charge you more.
So what Facebook wants is they want your ads to perform. They want to deliver a good experience for their users. So you’ve got to make sure that your ads don’t tire, that they are relevant and updated. So I now want to explain how we’re overcoming that. So, how we are building over a marketing strategy that prevents ads from tiring and allows us to communicate multiple messages, much like an email autoresponder. So, if you’re not familiar with an email autoresponder, what that does is somebody will opt into a list, or they’ll be added to an email autoresponder sequence. They’ll then receive a series of pre written emails containing stuff you want to say, whether that’s sales messaging or whether that’s a value, whether that’s sharing blog posts or videos or content thoughts, problem solving stuff that you want to distribute to your prospects so that that connection, that trust, or that bond is formed.
And we’re doing this with remarketing as well. So let me show you this diagram here. Now how we’re using remarketing at the moment, we are splitting audiences into time based intervals. So what that means is if somebody visits, let’s say they visit a landing page and they don’t convert, they’re added to the zero to four day window, so it’s that time based interval between zero and four days since they visited that landing page. Then obviously at the end of the four days, they’re bumped into the five to eight day window, and then the nine to 12 day window, and then the 13 to 16 day window, and so forth. And what we do, each of those windows, we show them different ad messaging. So the first ad, zero to four days, we will share some value. So gone are the days of constantly saying buy this or inquire now, all that is traditional sales messaging.
Yes, that’s important and it does have a place. But what we’re finding is that it’s important to nurture first. So before you do the traditional sales stuff, provide more value. So share a blog post that solves a problem or creates an outcome. Share a case study that shows, not sells your expertise or what it is that you do. Humans, love social proof. So we are social animals, so humans love to see that social proof. So use that to your advantage. And case studies are fantastic for that, particularly video case studies because the video format works very well on Facebook. If you can create a video case study, which explains where your client or customer, where they were before they engaged you, what happened when you spoke to them, what they wanted to achieve, what you did for them, and then the results, which is the complete start to finish life cycle of a case study.
If you can explain that in a Facebook video, that will do a lot of the selling for you. People want to see that stuff. They want to see your product or service in action. Then of course you want to include traditional sales strategies. So overcoming objections, leveraging hot buttons, identifying emotional triggers that will actually get a result, like get your prospects to inquire. So as you can see, I mean look, it’s not a complicated strategy. It’s relatively straightforward to set up in Facebook, but it does prevent ads from tiring, because they’re only being displayed for four days at a time. It’s an evergreen funnel, so people are being poured in the top constantly and they’re constantly cycling through these steps in an automated fashion. Like I said, it’s automatic. You don’t need to do anything. They just cycle through. You can provide a bit more value. You can build a connection, and then of course you can hit them with the sales messaging, when that trust has been formed so that they then feel comfortable inquiring with you.
If you’ve found this article useful, feel free to use these strategies in your own campaigns.
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