Ecommerce marketing - Replug

5 Ecommerce Marketing Strategies for Brand Recognition

The competition for online sales has grown from strong to fierce in the last decade or so. Now if you are searching for a mobile phone you will get results for every brand ranging from USD 50 to 100.

So how do you get your product shine and pop out in a sea of competition? In the current market scenario, you need an ecommerce marketing strategy which not only shows your product to the people searching for it but also to those who are not.

Ecommerce marketing and digital marketing go hand in hand. Marketers have to explore every avenue possible to drive traffic to their websites and that too to specific pages. This article explains the top online channels used by marketers to promote their digital shops.

Ecommerce Marketing

In simple words, ecommerce marketing is the practice of driving top-of-funnel traffic to convert into sales and customers. It is the implementation of a strategy focused on driving actionable web traffic to sell product and services online. There are many ways to master ecommerce selling.

By trying out a combination of paid and unpaid advertising methods such as SEO, Facebook and Google Ads, email marketing and social selling, you can streamline a strategy that works for your brand. The goal is to find the perfect mix which will convert the most visitors. It is crucial to find a working strategy because of the changing and increasingly competitive environment. This could mean the difference between day and night for many companies.

Let us explain how you can create and execute an ecommerce marketing plan using the top online channels.

Building an Ecommerce marketing plan

“A failure to plan is a plan to fail.” – Benjamin Franklin

All businesses must have a marketing plan. Out of which most medium to a big-sized company has a dedicated marketing team nowadays. There is also a lot of literature available on how to devise an effective marketing strategy. As ecommerce selling landscape grows ever so complex, it becomes critical that you devise a versatile online marketing plan.

Here are a few pointers to help you start with your marketing plan.

Obtain Expert advice

A good starting point for building an ecommerce marketing plan is to have a chat with someone who has already done it. Find a person who started and scaled an online selling business similar to yours. The ask them the challenges they faced e.g.

  • How did they start?
  • What marketing channels yield the best ROI?
  • How to track and evaluate data
  • What SaaS products were the most helpful and effective?

Questions like these will help you make a mental map of the activities you need to plan to market your products.

Another way to approach this further down your marketing endeavors is to hire experts when you can. Nothing beats a talented and experienced marketing expert. The knowledge these people have acquired over time is priceless.

Seasoned marketing experts only bring a new perspective to the table but also blow a breath of fresh air in your team.

Goals and Objectives

It is essentials to lay down very clear goals and objectives. Not only that, these milestones must be evaluated against time and should not be open-ended. Once evaluated, if you feel like amending your goals, do so. The reason being circumstances and conditions for business change with time, and you have to adapt to those changes.

You can also set short term goals e.g. for next three months. These can be

  • Increase sales by X% during the slow season.
  • Develop a custom online marketing campaign for the Holiday season or Black Friday
  • Use email marketing to reach out to 1 million potential buyers.

Understanding buyer persona

Ecommerce stores are built with one intention in mind, to sell in bulk.  For that, you need to understand the purchasing pattern of the target audience. Purchasing pattern depends upon the following parameters.

  • Age
  • Gender
  • Location
  • Purchasing power

You have to clearly distinguish who you are going to market to. If you fail to identify your target audience, you will surely run inefficient campaigns with low conversion rate and lose money.

Pricing and Distribution

Price your product appropriately so that they do not seem out of reach for your target audience. Especially now when price comparison is soo easy.

The last step of your ecommerce marketing plan is figuring out how to distribute products and order fulfillment. If you optimize this step, you will save a lot of cost. Whether you are starting off and managing distribution yourself or employed a third party for managing it for you, be sure to closely monitor, refine and evolve your distribution with time.

5 Ecommerce marketing strategies

Let’s look at some of the time tested ecommerce marketing strategies which have worked for other businesses.

1. Retargeting

Retargeting is the simple act of following people around using ads on the internet who did not purchase after visiting your website. 98% of the people are not going to purchase from your website the first time around. You need to convince them to keep popping up on the right places in front of their eyes.

There are 2 goals you can achieve through a retargeting campaign.

Awareness: These campaigns aim to educate people who do not know about your product but may have visited stores similar to yours. The aim is to generate some interest in your product and features.

Conversion: The second goal you can achieve from a retargeting campaign is to convert people into paying customers, people who have already visited your website. The aim is to show them a relevant ad clicking on which they are directed to a landing page and finally make the desired conversion action.

There are a lot of ways you can retarget your ecommerce product.

Paid Ads

The most common form of retargeting is through paid ads. You can create eye-catching ads and show them to people who left your website and are now visiting other websites.

you can also create different ad copies and messages depending upon where the user is in the conversion funnel.

Email Retargeting

Email retargeting can be used for people who got to the checkout page, entered their email but for some reason did not make a purchase. You can use their email address and create a retargeting email campaign. Give them an incentive to return and complete their purchase.

CRM Retargeting

Most businesses use some kind of Customer Relationship Management(CRM) tools which contain the email addresses, leads, and prospects.  What you can do is to export this data and add to email marketing services like Sendible or AdRoll.

These tools can link email addresses with social media and Gmail accounts and know when people are online. Segregate the same audience, group and retarget them.

RLSA Retargeting

Remarketing list for search ads (RLSA) is a Google feature for creating certain ads which are designed for retargeting audiences. They are dynamic in the sense that they allow bid modifiers in search ads. This gives you the freedom of bidding relative to the number of searches from the audience on your list.

The other way of using RLSA is setting up search ad groups to only be triggered and show ads if a user is on your Remarketing list, and is searching with the keywords you are bidding on. This can bring significant change in conversion rates and has good ROI as well.

2. Content Marketing

Companies that rely on content to educate their customers have proven to outsell those which do not use content marketing. Ecommerce content consists of a lot of writing activities including blog writing, product guides, video content, blog commenting, and many more.

A key pointer to note is content marketing for ecommerce is not so much about selling your product but education and creating brand awareness. Mind you, content marketing makes a hell lot of difference when shaping opinions about a product or brand.


Take for example if your store sells neckties. You can write a blog on what color or design pattern tie to wear to a certain event e.g, a job interview, wedding or dinner party. Similarly, you can write about which color tie goes with which color suite.

There are a lot of people searching for advice on the internet. If you can provide them the required information whilst infusing your brand in their minds and not being too salesy, you have done the job of content marketing to perfection.

Content marketing is the form of inbound marketing in which the customer comes to your rather the other way around. The trick is to create engaging content for your audience which when they consume, come directly to your store. This cost significantly less and on the plus side elevate the performance of other marketing channels you are using.

Your aim should be to generate loyal readers from your content who will not only themselves convert into paying customers but become your online brand advocates for you. A by-product of this ecommerce marketing strategy is that you can grow organic traffic to your money website.

3. Search Engine Optimization

SEO has been in a constant state of evolution. From the time when online marketers use gimmicks and dishonest tactics to now where rankings are now earned rather than working to find loopholes.

SEO is one of the top methods of generating organic traffic to your business website. Now SEO is all about following the rules laid down by search engines. Follow the guidelines on how to do on-page optimization. Combine this with high-quality content production and you will generate a healthy organic traffic stream.

4. Social Media Marketing

Running an ecommerce-based business is a huge challenge itself. Things start to look overwhelming when social media marketing comes along. Some ecommerce business owners, especially starters find it difficult to juggle various things simultaneously.

According to a survey conducted by Buffer and Social Chain, 58.8% marketers and business owners admitted that social media is important to their overall marketing strategy, whereas 30.5% believed that social media is somewhat important to their marketing strategy. And the rest of the respondents thought either they are uncertain or social media isn’t important for their marketing strategy.

So there is no doubt that ecommerce stores need a strong social media marketing strategy. SMM helps you connect with fresh potential clients, improves brand positioning, installs another layer in your sales funnel, and build you a healthy interactive audience. The question now remains, how to kickstart social media marketing for your ecommerce store.

Choose social media channels

All major social media channels e.g.  Facebook, Twitter, Linkedin, Instagram, etc are unique and so are the advantages and challenges of marketing on them. You can not appear on each social channels with the same tactics and expect great things to happen. What you can do is go about it strategically.

First, you need to figure out the social media channels on which your target audience spend most of their time. This requires searching, researching, questioning, and interaction. All this effort will make it easier for you to develop a marketing strategy.

Once you have identified the channels it is now time to make your accounts. Starting off you can make accounts on 2-3 potential social channels which you think will yield the maximum result. Get to know the platform. A good starting point is to visit your competitor’s pages, see how they are set up and try to replicate what you see. With the passage on time, you can improve depending upon the feedback you get.

The final step is to develop a social media plan for each of the channels you have selected. One size does not fit all. The point is that each social channel has a different set of norms for publishing content e.g. image size, post type, text length, etc. You have to keep all these variable in mind while creating a strategy.

Instagram

E-commerce stores have highly visual content and so should their social pages too. After all your success on social media depends on your use of imagery to drive attention and traffic to your product pages.

Instagram is a great medium for product projection as it takes your product beyond the purchase page. The latest features introduced by Instagram lets you try on clothes online by mapping your face on the attire. This gives you a real sense of how the clothes will look on you since the majority of people take pictures after trying new clothes.

You can also create product review pages on other channels such as Facebook etc to flash your authenticity badge to your customer. Micro influencer helps this cause greatly as people love to base their decision on some kind of advice.

5. Affiliate Marketing

E-commerce affiliate marketing connects a seller with merchandise with marketers with and audience. It uses product-focused referrals, such as reviews, comparisons, and testimonials to drive traffic to a company’s site.

Affiliate marketing is very closely related to the ecommerce industry in comparison to other businesses. Each sale generated by the affiliate marketer allows the merchant to earn money and share that with the marketer. Its a win-win situation for all three parties involved in the process, which is very rare. It is a match made in heaven between sellers and people influencing the relevant audience.

Affiliate marketing is great in the sense that it works on the principle of pay per sale. You only need to pay the marketers when he has made a sale. Unlike other marketing strategies with require budget before even producing results.

The popularity of affiliate marketing is cemented by the fact that the world largest ecommerce store Amazon offers a 10% profit on each sale made by an affiliate marketer. However, it does define some rules which are applied while determining what qualifies as a sales.


A qualified sale is predefined by the merchant to avoid any misunderstanding for example.

  • The visitor should click the affiliate link
  • Product purchase should be made in a single cycle
  • The customer must pay for and receive the product purchased
  • The customer does not return the product

Over to you

Ecommerce businesses have several marketing tools at their disposal. Using digital and inbound marketing just the right way, you can create campaigns that are designed to help your online store attract customers and grow better.

 

About the Author

Wasiq Naeem is a content and digital marketing veteran who is passionate about his writing. Extensive research and producing high-quality content is just another day at the office for him.

Email Marketing - Replug

8 Deadly Email Marketing Mistakes to Avoid in 2019

With the advancement of resources and software, most of the brands make mistakes while composing an email for the target audience. In this blog, I’ll mention the most common and fatal mistakes that marketers make frequently.

Before starting, I have a question for you.

Do you know, who invented the email concept and what marketers did in the early stages of selling their product?

I’m sure, you do.  Ray Tomlinson, is an American computer programmer who sent the first electronic mail.

Before the discovery of the internet, marketers were used to marketing their products and connecting with the audience through a telephone call and snail mail which were not useful as much as after the invention of the internet.

Email Marketing has changed the entire process of sending an emotional, short, and sweet message to reach out to the potential audience no matter where they are. Marketers find it a valuable source to generate more lead, traffic, and build a connection with the audience that won’t only boost sales but also enhance brand loyalty among the audience.

Let’s dig a little deeper.

Undefined Goal

Have you ever wondered, that you’re managing your email marketing strategies effectively?

Sadly, there are many brands that make certain mistakes while creating email marketing strategies. The one and most notable mistake are Undefined goals.

Do you believe that you can build social engagement through email marketing?

Admittedly Yes, you can. You’re required to set an email’s goals at first priority. Defining goals give you a clear picture to reach the audience, create campaigns for the segmented audience, and measure the efficiency of these campaigns.

In a nutshell, when you have decided to send an email to the targeted audience you’re obligated to give answers to these questions.

  1. How will you connect with your audience??
  2. Are you trying to build an awareness of the product or brand?
  3. Do you want to convey the product’s message or tempt the audience to avail of some discounts which you’re offering??

After identifying the goals, you can step forth to expand your business in the market. To avoid the embarrassment of being making email mistakes in front of the immense ocean of the audience, you need to define the goals specifically.

Let’s take an excellent example of LEWIS HOWES here.

Lewis delivers an email to the audience belongs to the webinar. In this email, Lewis starts from the webinar timings and creates the feeling of a hurry by telling the audience about the seat’s limited capacity.

Lewis describes the audience in a concise description of what they can expect from him. He appends a link for the audience to register themselves for the free webinar and also adds a picture of himself to grab the customer’s attention
Defined Goals

Make them feel Welcome 

As a rule: Go hard on the initial efforts. Marketers should begin with welcome emails. This is the best opportunity to build a friendly and engaging connection with the audience.

As we know, when subscribers enter your store, sign up for your product or view your website, they have mostly expected a warm welcome from the brand. It is human nature to feel worthy for others.

“The first impression is the last impression”, so YES, a warm welcome doesn’t only improve brand loyalty, in fact, it gives a product’s positive impression and company’s reflection to the audience. Welcome emails can generate revenue more than 3 times than a promotional email.

Keep your message simple and concise

Entertaining a vast number of audience is the central concern of almost every marketer. So, it’s better to segment the audience and target them with a sweet and short email message. Marketers should create an email that is easy to understand, short in length, and stay on the right path. Marketers need to be addressed one goal for the specific situation or audience, in a particular email.

In this scenario, ThriveHive illustrates in the email precisely, what they are delivering to their clients and how it’s beneficial for the client’s business. The body of his email content is relevant and informative for the clients.  We don’t need jumble of words to hold the audience’s attention towards the brand.

email marketing

Poor Subject line

Subject lines matter a lot, many users read the subject line and get the idea of what email is about. In other words, meaningful subject lines can pursue the audience to open an email. So, if your email ‘s subject line is eye-catching, then there is a probability that you’d receive a positive response from the desired audience or otherwise, you will be neglected.

Let’s take another example of your deep understanding. There is Company X,  wants to write an email to the stakeholder notifying the detail of the meeting they will have on Monday.

Subject 1:   Meeting Request — GEAR up Alumni Leadership Academy

Subject 2:     Alumni Meeting

What would you prefer? Which subject line is more appropriate and attention-grabbing?

I guess Subject 1. if you’re genuinely craving to enhance customers’ likeability, then you need to write an adequate email with a unique, short, and engaging subject line.

Added Wrong or broken links 

We are humans and we make mistakes. So don’t panic.

In fact, marketers are always careful before sending an email to their clients, but still, things get wrong.

Broken links are a primary concern, it gives the impression to the audience about the company, brand or product at first sight.  According to the study, there are 88% chances that your clients won’t come back after having a bad experience. It causes the marketers to lose their potential audience towards your website, ruins your business and brand reputation.

However, marketers need to test their email marketing links repeatedly.

These links consider:

  1. Sometimes, it is an incorrect spelled URL, while adding the link in emails.
  2. Marketers habitually create an email, add links and send to the audience, and lately grasp that they have added a wrong link into CTA.
  3. Usually, customers confront an issue related to the outlook of email address links. For instance, whenever the user clicks on the link, it’ll redirect the user to the wrong landing page.

Neglecting mobile users

If you’re not reaching your customers’ expectations, then you will lose your customers for sure they will unsubscribe you from their email list.

People feel more comfortable checking their emails through their phones rather than laptops or computers. Admittedly, 60% of emails opened on mobile phones.

Habitually, marketers build an email for their target audience on the laptop or desktop and don’t check how it looks for mobile users. At that point, everything fluffed up.

Crafting mobile email messages with attractive images, videos, and texts create ways to grow subscriptions, conversions and open rate toward your website. So, it’s essential that email for mobile users should be different from desktop users. It must be easy to read, simple and clear for mobile users.

Let’s take an example of Contentstudio, and see how their welcome email looks, for the desktop user.

Email Marketing

And for mobile users. Here you go. You can examine the readability, the text is clear, easy to consume, and font size is acceptable.

Email Marketing

Failing to create clear Call to Action

Sending emails to the target audience doesn’t mean that you have done your work. In fact, that is not enough at all; marketers need to move one pace forward.

How could they do that?

Using CTAs!

A well defined, clear and simple CTA leads the audience in the right direction. Particular determined messages delivered and with consistent CTAs drive the audience to one landing page, and will generate a far more great impact.

If marketers genuinely nudge the audience to take certain actions then, they should keep in mind that they need to add a single CTA to the appropriate email message rather them using multiple CTAs at once.

Email marketing with CTAs is the most compelling approach for marketers to cater to potential audiences all around the world. Use good font size, color, picture, and engaging text while building CTAs to arrest the customer’s attention.

This article helps you to create a great call to action to lead the conversion to your website, brand or company.

Here, we have an exceptional example of  De Beers.

Dee Bears has used a light color for CTA, appropriate text that is easy to read, related image and button size. It arrests the customer’s attention by notifying them what they can do for you.
Clear CTA

Be smart while A/B testing

Most of the marketers make mistakes when it comes to testing.

Testing is an important element for marketers to enhance their social engagement and boost conversion rates. Sending emails to the audience without examing, may point the marketers in the wrong way.

For A/B  email testing, marketers need two different modifications such as two subject lines, email templates or webpages and find which one works better and generate more lead.

“When sending email campaigns, it’s important to find out what works for you and your audience,” said Sean Nichols 

It hurts when visitors don’t feel your content engaging and step down without reviewing or performing any particular action. On that point, you should look through a/b testing and make sure about your subject line, email template, readability, offers or discounts and campaigns.

This article gives you the proper direction about how A/b testing works.

Wrapping-up

Email marketing is one of the prime sources which encourages marketers to build a healthy relationship with their subscribers and pull over the potential audience with the greeting emails or offer a discount on their product.

Marketers are required to overcome these general mistakes while composing an email message for their target audience to build a strong impression of their product or brand in front of different readers.

 

About the Author

Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.

UTM tags - Replug

UTM Tracking Through Replug

One of the main objectives of Replug is to crunch raw data and present it in a meaningful form. This data is helpful to our clients in determining the nature, especially demographics of their website visitors. Analyzing the data, you can then customize your marketing campaigns to yield significantly better results. Let’s learn how.

UTM parameters are customizable pieces of text which allow analytics software such as Google Analytics to track campaign traffic. Adding them to the end of a URL can help you figure out which email campaign brought in the most web traffic or whether a certain call-to-action in that email generated more revenue.

The UTM parameter will help you determine where your website users are coming from along with which of your campaigns are performing better than others. This information will give you in-depth insights as to which specific campaigns, channels, buttons you should replicate for more traffic.

How to Add UTM parameter in Replug

There are two ways of adding UTM parameters in the links you share.

1. Directly from the Dashboard

Login to your Replug account. On the main dashboard where you create quick links, you will see a “+Add UTM” parameter.


Here you can directly set the UTM parameter for a link you are about to shorten. Put the link and click “+Add UTM” button. The following dialog box will appear.

Fill in all the sections with appropriate data e.g.

Campaign name: Set a separate name for each marketing campaign in Replug

Medium: Shows the nature of the link e.g. CPC, email, etc. 

Source: Specifies where from exactly the content is generated e.g. Google, Facebook, etc

Term: Identifies search terms

Content: Identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link

After setting the parameters click to create to generate your branded link with UTM parameters.

2. Creating UTM from side Menu

Click on the option in the top right corner of your screen. You will see “UTM Tracking” in the drop-down menu. Click on it to create your UTM preset as shown below.


This way you can save time and instantly attach appropriate parameters with a specific campaign. You can then login to your Google Analytics accounts and watch the data fillup right in front of your eyes see by selecting the real-time tab.


You can further navigate to Aquisition->Traffic->source/ medium to see all the UTM tags you created and the detailed traffic insights they are generating.

Let us know what you think about this feature.

 

About the Author

Wasiq Naeem is a content and digital marketing veteran who is passionate about his writing. Extensive research and producing high-quality content is just another day at the office for him.

facebook retargeting - ContentStudio

5 Must Try Facebook Ad Retargeting Strategies to Boost Conversion

Specifying a marketing budget is the need of every company, but choosing where to spend it brings lots of other factors into play. Only about 2 decades ago, marketing criteria were set for everyone. You bought air time on the radio, bought billboards or made an advertisement for TV to be played during intervals, with prime time ads costing more than others.

The product marketing playing field is not level anymore. The scales have started to tilt in the favor of online marketing. People are no longer looking at billboards or paying attention to advertisements.  So in reaction to that low demand, those companies have increased the price of advertising to keep it ROI positive. This is bad news for small and medium enterprises which have a limited budget and can not compete with big business for product placement.

Fortunately for them, social media has come to the rescue.  As the monopoly of conventional marketing started to wither, it revealed the drawbacks of traditional marketing.


Source

Factors such as high cost, lower conversion rates and zero interaction with the audience proved to be pivotal elements which urged marketers to look at alternative modes of advertisement. Marketing on social media platforms costs less and converts better making it a win-win situation for advertisers. Nowhere is the ROI in social media advertisement better than on Facebook.

Retargeting on Facebook

Part of the reason Facebook is such a great platform to market is that it has continually improved its pixel. The Facebook pixel is a code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.

In the last few years, Facebook has worked on perfecting their pixel to be more accurate and to help build retargeting audiences. From reaching those who have taken specific actions on Facebook/Instagram, to serving ads to only those who spent the most time on your website, these new options are geared to help push prospects and customers down the marketing funnel.

The common pattern is that people visiting a website are less likely to make a purchase on the first visit. In actual, it is a long journey from visitor to customer. This is why Facebook shows them relevant ads and retargets them to help you convert better. Not only does Facebook offer a variety of retargeting options and immersive ad units that aren’t available on other platforms, but it also boasts both a higher audience inventory and lower conversion costs.

Importance of Facebook Retargeting

In real life, people like to window shop before they can establish value for money in a product. They visit different stores to get a price and quality idea for the product they are searching for. Same is the case with online purchasing.

It is extremely rare that people visit a page and select the product right there and then. These websites show retargeting ads to visitors that did not buy. Even then it is unlikely people will buy after clicking just one ad. There is usually a complex journey of transforming a visitor to a paid customer and Facebook has the unique power of making that journey easy.

How Facebook manages to achieve this is mainly associated with providing a willing and responsive audience as opposed to a cold one. This helps a lot as people shortlisted by Facebook are already partially inclined to buy your product. This is done by complex algorithms, working hard to determine the search patterns and interest of billions of people.

Creating a Facebook retargeting campaign in 3 steps

The idea of retargeting is a fairly simple one. By tracking website visitors, you show them relevant content via a sponsored ad on their news feed on Facebook once they have left your website.

Let’s say you wrote a blog about top content marketing tools. Now if you have a Facebook retargeting campaign set up, you have the opportunity to place an ad for Content Marketing Strategy 2019 in your prospects feed. This allows for your product to be in the company of potential buyers all the time.

To create a Facebook retargeting campaign navigate to ads manager. You can find this on the left-hand navigation or in the top, right-hand drop down. You can also find this on your business page under the “Promote” dropdown.


The first thing you need to do is to ad the pixel code to your website to track traffic. Fortunately, Facebook has provided a detailed guide on how to ad pixel code to any type of website.

Once you have successfully added the pixel code comes the part of creating a retargeting campaign.

Step 1: Setting up a custom audience

After verifying that your pixel is working fine and receiving traffic, login to your business manager account, click on all tools, then under “Assets”, click “Audiences”


Here you will create a custom audience based upon the visitors on your website. You will have to create and target audience for a specific page on your website. This page can be a sales page, landing page or a specific product you want to target. Once you place the URL that you would like to target and create your audience based on, Facebook will save this audience and begin to populate the page visitors.

Step 2: Set up your Campaign

Now it is time to create the actual campaign. Facebook remarketing campaign. In the campaign section, you will want to choose the “send people to your website” objective.

This will open up a set of options to finetune the potential customers for your business.

Choosing this option will allow you to create Ad Set where you can customize audience, ad placement, and the budget you want to allocate towards this campaign.


From here, you have the option to attach your custom audience which you will see appear in the dropdown.

You can further classify it on the basis of the following factors

  • Geographic location
  • Age
  • Gender
  • Language
  • Interests (Anything from job titles to favorite music bands)

You can observe for the first week which type of audience is being attracted to the ad and then classify it further.  Your audience should already be very targeted based on your buyer persona and you don’t want to miss out on any good opportunities.

Step-3: Creating Ads

Now comes the fun part, when you will create the actual ad which will be viewed by the user.

The most important features of the ad are the image and the headline. The best advice is to keep your ad copy clear and concise. Use a simple image and a powerful headline.  One of the things that really matters is that your ad should appear naturally in the user feed. You should remember what drives more clicks in the feed. So instead of spending unnecessary time on creating custom graphics, create simple and clean images appearing harmoniously in the feed.

It is however best to test different sets of images, headlines, and descriptions to see which is performing better. A/B testing is a great feedback method while creating ads. You can judge the performance of your ads and alter details accordingly.

Test this out with a week-long campaign and a small budget of $50 -$100. Your first campaign might not be a major success story, but learn from it and by continually tweaking your campaign/ads you will start seeing leads move down the Inbound Marketing Funnel!

Challenges of Facebook Retargeting

The idea of Facebook retargeting is fairly simple but when you immerse your self in the actual planning of the campaign, you will see that it’s success is dependent upon far more complex parameters. A couple of the crucial ones include setting website custom audiences to the last 30 days of visitors and failing to consider the particular buying and lead acquisition patterns for the individual brand.

Choosing the right time period of the audience which visited your website plays a crucial role in determining the conversion rate. Understanding the client acquisition patterns for your business will help you determine the type, nature and period your retargeting campaign. For example, If you find that most of your customers tend to convert within a few days of visiting your website, then you would be paying for 30 days worth of Facebook impressions that are no longer relevant.

Similarly, consider the case where your product is high priced or it requires education the visitor sand making up their mind through regular engagement. This time the potential buyer will require more time in the conversion process and if you have set the audience pool time period to 30 days of visitors, this potential conversion might slip in the categorization.


The solution to these problems is to intelligently study the audience and then break your audience into smaller groups. With each group having common needs which then need to be addressed in the remarketing campaign. Let’s say you have identified two group one which visited 3 days ago and one 25 days ago. What you can do in your remarketing campaign is to show the later one a stronger marketing message as they have become a colder lead. You have to encourage them more vigorously compared to the other group.

Grouping all audience together might seem better since you have a larger audience, but once your analyze how the retargeting ad misses the mark by not meeting the expectation of the viewer, you will be forced to divide them into smaller groups.

5 must-try Facebook retargeting strategies

Retarget those who engage with Facebook posts

Nearly all businesses have a social media marketing strategy in place which includes regular content sharing on their official Facebook page. If you put some thought and effort into the posts you create, you will definitely get engagement on your posts. People will like and share your content if they find it interesting enough.

The idea for this strategy is to retarget those people who engaged with your Facebook posts but never visited your website. If you are running Facebook ads, these are the perfect audience to retarget. As these people are already engaging with your content, is it easier to encourage them to take the leap of faith.

This strategy includes three steps. First, you need to create a set of people who have engaged with your content on Facebook. In the menu under “Engagement”, there is a list of various options of how users can interact with your brand on Facebook. Click “Facebook Page,” select “People who engaged with any post or ad,” and include a timeframe. Remember to exclude the people who have already clicked on your ads.

Create a second custom audience of “all website visitors” keeping the time period same as the first group. Now create an ad which targets the first group and excludes the second.

Hook line and sinker

It’s a well-known fact that people do not make the purchase first time around. Hence retargeting. There are numerous reasons for such behavior. A common one that we may all agree upon is visiting the order page and realizing we might have budget constraints. This keeps us from purchasing and we subdue to the temporary restriction.

Well, this can all be turned around by implying an intelligent strategy of Facebook retargeting. Create a custom audience of all people who visited the checkout page of your website in the last 30 days. Create a compelling ad to them in the first 3-5 days of the new month. Come payday, will be a new motivation to the visitor and seeing your ad will make them think its fate that has brought the product in front of their eyes and the required money to buy it in their pocket.

The two-tier strategy

Often time you have to mimic the behavior of the visitors to develop a retargeting strategy. The behavior of the visitors on social media is to wait and see. They would not rush to the decision to make a purchase and might need inceptive pursuading.

The inception here being your brand. In the first tier start with a brand awareness ad which would create an impression in the mind of the viewer. And what better way to create an impression by making an awesome video.

You can n create a second more compelling retargeting ad based on the custom audience who have viewed the video. Yes, Facebook offers the unique targeting option to the custom audience who view specific portions of your video. Create a custom audience base upon people who have viewed at least 50% of your video content indicating high-interest levels.


You can then retarget them with another and with more incentive for better conversion.

Retarget the most engaged website visitors

A simple measure of how much-interested people are in your product is the amount of time they spend on your website. if the bounce rate of your website is lower, it means the design layout and journey of the visitor on your website are appropriately set. You can check the bounce rate and measure the avg time on the website by using the Google Analytics tool or lucky orange which help you track visitor journey.

You can retarget people on Facebook who has spent significant time on your website.

In the custom, audience panel clicks on website traffic to select visitors by time. You can further skim the audience based upon the amount of time they have spent. An important pointer here is to exclude the people who have visited and made the purchase.  Otherwise, you will be wasting time and money on people who are already your customer.


Prospecting for a lost cause

In the world of Facebook retargeting, there are no such things as a lost cause. There’s a lot of room for customer growth with re-engagement campaigns. This is the same case as you might have observed in email marketing, where you receive promotional emails months after you visited a website.

Facebook retargeting campaigns are specifically designed to connect with users who haven’t purchased from you or engaged with your site within a set period of time. The tenure of the audience which you want to rejuvenate can vary from a couple of months to up to and year. You can upload a custom audience from your email list for people who haven’t replied to your emails. Many CRMs such as MailChimp provide this facility.

facebook ad retargeting - Replug
Conclusion

Retargeting can yield higher ad engagement, brand ad lift, and awareness, click through rates, and conversions, all at a lower CPC than the majority of campaigns targeting cold audiences.

This is an incredible opportunity that brands should spend more time focusing on instead of exclusively trying to create ad campaigns for cold audiences.

What do you think? Which retargeting strategies have you used for your business? Which has worked best for you? Let us know in the comments below!

 

About the Author

Wasiq Naeem is a content and digital marketing veteran who is passionate about his writing. Extensive research and producing high-quality content is just another day at the office for him.