- by using special cookies called “pixels” to track them as they visit your website
- by simply uploading a list of your contacts into a “custom audience”.
As you can imagine, this is a very powerful technique because it enables you to speak to people who are already considering buying from you.
Just think about that for a minute and consider how you would tailor your messaging if you knew that if was only going to be put in front of a “warm” audience. What are they likely to be interested in? What kind of headline and copy is going to be most appropriate for this audience?
Just be careful not to come across as a stalker by letting on that you know they’ve been to your website – that’s guaranteed to be very off-putting!
But with all social media advertising, it’s unlikely you’re going to create a perfect, profitable advert right off the bat. So I always say,
Pixel-based retargeting to people who did not buy
Again, be careful that your copy is not creepy – no one wants to feel like they’re being watched – but equally you know that they’ve heard of you so you’re not going to be using the same messaging you’d use if you were aiming at people at Awareness.
This technique is just as appropriate for B2B as it is for B2C and is a very versatile tool so have a think about how you could use it in your marketing.
A good example of its use in B2B is by Digital Marketer who used these two adverts to promote their free download template library.
The second advert (above right) was then shown to people who had followed the link to their website but not bought. It’s a particularly good example because their messaging assumes that people didn’t say “no”, but just “not right now”. So they respond by asking “Did life get in the way? You forgot to take advantage of this deal!”
And as before,
Contact list retargeting
You can create a custom audience with as few as 20 people, which means that it can be a really powerful tool for targeting a list of known prospects, or for up-selling or cross-selling to existing customers.
However, as before, mind your messaging.
Although your messaging needs to respect that they will already know who you are, be careful not to come across as creepy – no one likes to feel “internet-stalked”!
And as with all social media advertising,
If you’d like more help, come along to my workshop, hosted by We Mean Biz (non-members welcome), on 8 February 2017 at The Battleaxes, Bristol Road, Wraxall, BS48 1LQ. Details and booking here.