Every Facebook Advertiser knows that retargeting is the most effective way to spend your marketing dollars, but this can’t be with just any ad… We need to think about why they didn’t purchase and how we can tip them over the edge and become new, satisfied customers.
What is retargeting?
Retargeting is how you remind your potential customers of your products and services if they leave your website without making a purchase. It allows you to show your visitors that you understand their needs and give them an offer relevant to their situation.
Did they like your post but not click the ad link?
Maybe the offer wasn’t tempting enough.
Did they add to cart but not make a purchase?
Maybe there wasn’t enough urgency to cross the line of purchase.
With a wide assortment of reasons why your audience didn’t purchase, we need to think about the best angles of attack to address their needs. In this article, you will learn five ways to effectively retarget your potential customers and lure them into your offer, the right way.
Testimonial Carousel
With any testimonial usage, you’re showing your potential customers that your product/service has worked for other people and how happy they are with their purchase – you’re providing social proof, which is a very powerful concept in marketing. Now, what’s better than one testimonial? Three testimonials in a carousel.
It’s very simple to execute and can come in two different carousel formats.
The first format being photos of your customers with a short quote from them in the headline. I would also recommend using 5 star emojis in the description to show how highly they rate your service. Plus, I’m sure you’d agree that seeing high ratings on a product you want to buy gives you a little more comfort in the purchase you’re about to make.
The second format can be even more powerful as people naturally pay more attention to videos. You guessed it, use three testimonial videos from your customers in the carousel. If customers are going out of their way to record a video for your brand, it must be a good product.
Benefits Carousel
Since we are retargeting people who have visited your website, they are probably aware of the features your product offers. But how will these features benefit the lives of your customers?
With this one, we need to think about the following:
- What benefits will really separate your brand and product from the competition?
- What is it that your customers really want from your product?
Make a list of your main benefits, and then whittle them down to the top 3 that you think fit the criteria above. Then, you want to use images of your product that demonstrate these benefits, or you can write them as headline text. Make it super clear how your product will benefit your customers.
Objection Handling
With any sale, whether on the phone or through an e-commerce website, there is always some form of objection that a customer will have before they make a purchase. Take Amazon, for example; they list questions and answers at the bottom of the product page in hopes of your objection being answered by the seller or other customers.
However, we can use a similar strategy within our Facebook Advertising before reaching our landing page.
For this strategy, make a list of your most common objections. Then, either ask your sales team or view the comments of your ads to find out what stops them from making a purchase.
Once you’ve found the top 3 objections to your product, make a video that addresses each one directly and has a clear call to action at the end. This could be an explainer video or even a selfie video of you addressing the objection with the product in frame.
I would recommend running all three objection videos simultaneously, so if a customer sees an objection they do not care about, next time, they will see the one that they do care about and then take the desired action.
An Offer, Discount, Or Both!
We all love to get the most out of our hard-earned money. So if the price was ever an objection, hook your customers in with a more for their money offer.
With this strategy, consider all of the options you don’t mind giving away. This could be anything from free delivery, a percentage off, or even a buy one get one free offer. First, however, you need to be sure that even with the offer you make, you are still in a profitable position or confident the customer will become a lifelong fan of your brand to offset the costs.
You can easily calculate your maximum discounts and profits here. For example, if you give away free shipping, add this to the cost of your product.
To get the most out of this strategy, you want to combine the offer with urgency. Make it a limited-time offer as when we know the offer won’t last long; it triggers our fear of missing out. This causes us to take swift action on our desires.
Upselling and Cross-selling
Retargeting doesn’t have only to be people who didn’t purchase. People who have become your customers can be a really powerful audience to retarget since they already know and love your brand. Often, people like to be consistent and committed in their actions.
When upselling or cross-selling, you need to offer the customer a product that compliments or increases the value of products they have already purchased. For example, if they’ve purchased a table from you, they may want new chairs to match. They’re also most likely to purchase from you as they have built up the trust to come to you in the first place.
It would be best if you showed how the upsell product adds to the original purchase or exactly why it’s worth the upgrade price.
Customer retention campaigns are crucial to growing a brand that people love and remember, so you could even combine this with discounts to increase the satisfaction they get from shopping with you.
What’s Next?
So, now you’re aware of 5 different ways you can retarget your audience to make the most of your advertising spend. What’s left to do is implement these strategies and improve them to suit your business needs.
Which one did you find the most interesting and why?
