Re-Targeting for Brand Building
Have you ever perused through a website, closed the tab, then went to Facebook only to see an advertisement from that website you were just visiting? This isn’t a coincidence, it’s something called re-targeting.
What Is It?
Thanks to things like pixels and cookies, marketers can track who is visiting their website and then send out specific ads tailored to those visitors based on the content, products, or pages they viewed. Luckily for marketers and advertisers, Facebook and Twitter both have pixels that can be installed on your website and used for re-targeting. Unfortunately, Linkedin doesn’t have a re-targeting feature yet, but as their ad platform improves we hope to see that in the future.
Why Is It Important?
Most sales don’t happen after one interaction, and many people need to be shown your ad multiple times to finally turn over from a lead to a customer. Also, you can’t expect someone to write down your company name after visiting your website once or twice. This is why re-targeting is so important for marketers and advertisers. You’re creating a little post-it note reminder that’s a gentle reminder to go back and check out your website.
Re-targeting is also important because, when done correctly, it can push a website visitor from being just a lead to a customer. If you’re an ecommerce shop, being able to distinguish when a visitor added something to their cart but left the page before checking out would be incredibly helpful. You’d have a list of people who you know are probably one or two points of contact away from purchasing your product. Re-targeting gives you this information and therefore the ability to hit them with that additional point of contact.
Here at Directive Consulting, we pride ourselves on being experts on utilizing the re-targeting features across social media platforms to build brand awareness and turn more of our leads into customers. There are many best practices for re-targeting, but here are a few we like to use.
- Re-targeting website visitors with similar pieces of content: Our goal at Directive Consulting is to create engaging and valuable content for our readers. With Facebook’s pixel, we can track everyone who’s visited our blog post, “25 Stats that Prove You Need a Social Media Management Company,” and create a custom audience of those people. Now we know exactly who is interested in reading our content about social media, and can launch an ad campaign for another blog post on social media targeting that specific social media audience.
- Using AdRoll to re-target across social media platforms: While re-targeting is obviously a great thing to do on social media platforms themselves, it takes time to create an audience and then create specific campaigns for re-targeting. AdRoll will automatically re-target people who visited your website with an ad, and you can run Facebook specific campaigns so the ads will only appear on Facebook.
Recently Facebook launched a new “Brand Awareness” campaign that comes with a trackable metric called “Ad Recall Lift”. This is another great campaign to use for building brand awareness and it’s something we utilize here at Directive Consulting when re-targeting our website visitors. Ad Recall Lift is a Facebook equation that predicts how many people would remember your brand two days after being shown your ad. The goal is when people think of your industry or product, your brand is the first thing that comes to their mind.
We do this by creating ads with great creatives, and keeping a consistent brand image. When people see our ads or featured images on blog posts, they should recognize that it’s from Directive Consulting because the color schemes are the same, the font is the same, etc. Below you can see our general brand awareness ad and our blog featured image. Both of them can easily and quickly be associated with our brand.
Building brand awareness is a crucial part of converting website visitors to leads and eventually leads to customers. When people think of your product, your brand should be the first thing that comes to mind, and building brand awareness across social media platforms is a great way to achieve that.