social marketing

A Quick Lesson in Facebook Retargeting: The Most Powerful Advertising Tool in Social Media

By David Berry: This blog has become an outlet for broad level insights for marketers, as well as business owners looking to gain a few tips that might inspire new ideas. But today we're going to get into some nuts and bolts - and you'll walk away with some tangible tips that you can implement to create social media ads that do more than get a few new fans.

Today's blog centers around retargeting. If this is the first time hearing this term, I'll try to make it simple for you. Retargeting takes users who have been to your website or app and, based on what they did or didn't do there, hits them with additional messaging to encourage purchase or action.

The rationale for 'why' is quite simple - according to AdRoll, only 2% of shoppers convert (buy something) on their first visit to an online store.

Retargeting focuses on the 98% who don't buy something the first time.

It's easy to understand why retargeting is so valuable to marketers. Billions of dollars are spent every year by businesses in hopes of finding the right people to buy their stuff. Most of it is wasted on people who don't care or never even notice.

Retargeting only focuses on the people who have done something that shows they are interested in what you're selling. That means they've visited your website, added something to a shopping cart, searched for products, entered payment information and so on. 

And as a marketer, that means spending money on people who might actually buy.

Here's a real-life example from a client of mine:

Let me explain what you're looking at. These are two campaigns that I ran side by side for a client last month. The campaign labeled 'FB Website Clicks (Groupon)' was a group that utilized targeting insights from a Groupon campaign and generated a 1.71% CTR rate - not bad. (Many brands will see website click ads with CTRs of under 1.0%).

The campaign above it, 'Retargeting/Conversions,' however, had a CTR of 7.84%, or more than 4X stronger than the other campaign. Plus, it led to 205 users going to my client's website and actually adding one of their products to their shopping cart. And in this reporting window (10 days), they generated 4 attributable sales - it is possible, or even likely, that these users made purchases that were not as easily attributable, as well. 

And again, the rationale for why this works is simple - these users already showed you they were interested. You're just doing them the favor of following up with them to remind them. And in due time, if they're truly interested, they will buy from you.

That's your mini crash course. But now, how do you go about making this work for your business?

Facebook thankfully makes it easy(ish). If you're not too savvy with implementing code on your own website, you may want the help of a developer. Don't worry, once upon a time, I didn't know how to do this either. Plus for most strong developers, installing this snippet of code (and some of its extensions, aka 'Custom Events') to your website is a pretty quick task.

Facebook actually gives you all of the tools you need in order to create the code and it provides a step by step guide for installation, too. You can view that information here.

Don't get me wrong, there is still plenty of work involved with creating good ads, adding in layers of targeting and testing, testing and testing again to see which ones actually drive sales. But the reality is that in the realm of 'sophisticated marketing,' this is an attainable skill set to learn. And the value of taking the time to do so could truly change the financial outlook of your business.

-DB

3 Ways to Squeeze More from Facebook Web Retargeting

By David Berry: In February, we gave you a blog on the basics of Facebook Web Retargeting; what it is, how it works, and how powerful it can be when supporting bottom line business goals.

Today, let's dig a little deeper. One thing to note is that web retargeting isn't a magic fix-all. Some brands might see it that way, though. They'll set-up a basic web retargeting pixel and say "wow, we're seeing higher click-throughs and traffic. This thing works!" But below are three ways to get even more out of the pixel.

(Note: There are other types of retargeting that we'll touch on in other blog posts, such as engagement retargeting)

1. Retarget Off of Individual Pages on Your Site: If you're an ecommerce retailer with a wide variety of products/target users (think Party City), then retargeting off of all your site traffic may not be the best use of your time. Instead, retarget off of specific pages. The Disney movie, Frozen, has been huge in recent years, and the target user for the products there are likely the mothers of young daughters. So, Party City would get the most bang for its buck by retargeting off of the Frozen page and serving other Frozen content to those users, knowing they've already expressed an interest in Frozen-related products. The odds of conversion/sale increase dramatically when you're retargeting users with content that is specifically relevant to what they already clicked on.

2. Use Retargeting Audiences to Market Similar Product Lines: Let's go back to the Party City/Frozen example. If I have a user who has already clicked on an Elsa costume, for example, then she may be an ideal target for ad content that I'm about to promote for Beauty and the Beast products (not gonna lie, I really can't wait to see it). This is likely to lead to higher click-throughs than simple interest targeting. 

3. Use Retargeting Audiences to Create Lookalike Audiences: Facebook has extensive data on its users, everything from age, gender, school and family status down to past purchasing behavior and web activity. Which means that when they say they can find users who look and behave like you do on the web, you know they mean it. So a great way to get extra mileage out of your retargeting audiences is to build lookalike audiences off of them. If I'm selling a ton of Frozen products, and I know that there are other users who look just like the ones who are buying my stuff, well, I'm going after them too.

Got any tips of your own? Share them here.

-DB

5 Things I've Learned as DB + Partners Celebrates its 1st Birthday

By David Berry: A year ago, I started DB + Partners with the following:

  • No savings/reserves to float the business while things got off the ground
  • No real expertise running a business
  • No clients
  • An idea for a business model that was different (and hopefully different enough to stick out)

A year later, DB + Partners is humming along. The business has 11 clients, 10 of whom are in the B2C space and seven of whom have a retail component to their business.

In terms of work, the disciplines now fall in to two distinct categories. One is paid social media management with a focus on lead generation or sales conversions, the other is copywriting. (And the 'Partners' in our business name means we have experts who extend our expertise into other categories).

I'm fortunate to say that 'business is good.' DB + Partners won't be confused with a major ad agency, but then, I never intended for that. In fact, I take a direct shot at them on my website. With that said, a year in business has taught me a number of things about business. Here are five of those things.

Fun Fact! This was the first version of the approved logo design for the business; it's a color scheme I haven't used publicly until now. Like it?

Fun Fact! This was the first version of the approved logo design for the business; it's a color scheme I haven't used publicly until now. Like it?

Every day has a 'wtf am I doing?' moment. In a corporate environment, there's always a second set of eyes. Plus, numerous people smarter and more seasoned than you. So when a decision gets made, you have the comfort of knowing it was vetted along the way. Plus, there are other people managing payroll, operations, web management, invoicing and so on. When you're on your own, not so much. And, there are things you were never trained for. The sooner you get comfortable with the discomfort, the sooner you can find a way around it - or through it.

The easier it is to explain, the easier it is to get buy-in from a prospect or client...

There are several advantages to being 'small time.' You work on what you want. You're faster, more agile. You don't have to go through the bullshit of hierarchy, or hold back on speaking your mind for fear of disrupting the apple cart. It's you and your rag tag crew against the world. In a world where getting shit done is the ultimate trump card, smaller is better. 

You get to say what you're really thinking - and that's what your clients want. I used two curse words in the last paragraph and I feel just fine about it. Also, when I have an idea, I speak it. If I have a criticism, I speak that too. It's my name on the line and no one else's. Scary? Sure. Risky? You bet. But time and again, here's what I've learned - clients love it. And they've just about had it with the businesses/partners that care more about looking good than being good. 

Clients have just about had it with this game that cares more about looking good than being good. 

But, there's the weight of a major inferiority complex. Spoiler alert - there are a lot of things you don't know how to do. For example, I'm not a videographer. It's a skill I wish I had - and one I know is valuable - and it's also a prime example of why I created DB + Partners the way I did; to leverage the skills and expertise of others without claiming it as my own. I know smart, talented people. So rather than try to offer a service I'm not great at, I'd rather be upfront about it and connect you to the guys/gals I know can hit it out of the park where I can't. You don't have to know everything. But you do have to be smart, resourceful and helpful. There's value in those things, and your clients will see it - even when you're not the one doing the work.

Hard work isn't measured in time. I'd ask any ad agency (or company) why they're so damn obsessed with how many hours their people work while sitting in front of a desk inside an office. That's a working model that hasn't been 'innovative' for more than 100 years. A good business cares about results. If I'm done with my work day at 2pm and I kicked ass for my clients, guess what? I'm done for the day. If I have to work until 2am to kick ass for my clients, then guess what? That's what I'm going to do. From wherever I damn well please.

There are plenty more lessons, but I figured that's enough for today. What have you learned? And do you agree with my insights? 

-DB