One of the biggest problems we see as marketers is quantifying return from efforts we make in certain marketing campaigns. Oftentimes, it’s hard to track down the people who gave some attention to your product but did not convert into a sale at the time of the campaign. Though it may be hard to get ahold of those folks in the real world, on social media we have it a little bit easier.
While people are interacting with your posts, videos, and business page, Facebook is quietly placing these people into specific “audiences” based on their interaction with your brand. These audiences are very valuable and should be utilized by marketers when it comes to retargeting potential customers.
Why retarget audiences on Facebook?
When someone views your video or stops by your page, they are showing interest in your brand or product. Even if the interaction only takes a few seconds, those people have already been “warmed up” to your brand. Part of what we do in marketing is making sure that our brands are respected and trusted in order to convert leads into sales. When someone has already made an effort to interact with your business, he or she is a perfect candidate to begin to create an affinity with your brand through retargeting, or by offering that person additional opportunities to engage.
Who do you retarget?
Facebook makes it very easy to retarget your ads or videos to the audience you want to market to through their ads manager function. For example, if you have a business page, and you upload a video, either live or pre-recorded, Facebook is already monitoring who is watching, and recording those profiles for later use.
All you need to do is decide which audience you want to retarget. Perhaps you want to create a follow-up ad for folks who only watched your video for three seconds, or maybe you want to convert those who were engaged for 95 percent of the video into sales leads. Different engagement levels will garner different types of retargeted ads, and you always have the choice of running multiple ads for different audiences.
The cool thing about ad retargeting is that you can get as specific as you want with who will see the newest ad. You can choose what level of engagement your audience had with your brand, whether they watched a video, liked or commented on a post, or if they interacted with your general page. You can also choose which audience to target based on device usage.
For instance, if you know most of your sales come from desktop users, then retarget your sales landing page ad to only show to those using a desktop. The important thing is to pay attention to what is and isn’t working with regards to your retargeting efforts. Facebook gives you all the metrics to be able to decide which retargeting efforts are best for your brand. Monitor the process along the way, and figure out what audiences are most interested in what you have to offer.
If you are looking for assistance with your company’s Facebook ads strategy, give us a call at Miss Ink. With over 10 years of experience in social media marketing, we can help you build the right strategy to find your audience and create the perfect ads to create engagement.
Facebook Video Retargeting for Live Video and Beyond: Social Media Examiner. (n.d.). Retrieved June 22, 2017, from http://www.socialmediaexaminer.com/facebook-video-retargeting-for-live-video-and-beyond-amanda-bond/