So far we have spoken about the use of video to attract an audience and qualified leads. However, what happens if your video isn’t successful after it’s first viewing? Let’s face it, with the majority of daily digital presence on mobile phones, it is easy to get distracted from even the most engaging content whilst scrolling through Facebook during your lunch break, or boiling the kettle.
A digital marketers approach to warm up previously lost leads is simple: retargeting.
Imagine if you could impact directly on all of those people that visited your website but they didn’t finish the purchase process. Maybe they planned to visit your website later but life got in the way. Alternatively, they didn’t feel they had enough information about your product to make an informed decision.
Retargeting works as a reminder and a nurturing tool, helping us attract all these lost leads again.
How Does Re-Targeting Work?
Re-targeting is digital marketers heaven, with a x10 higher click-through rate (CTR) than the CTR of a normal ad.
But how does it work?
This kind of advertising works thanks to cookies-based technology. These small and unobtrusive pieces of code are installed on every users’ browser once they visit a determined website. After that, when those same users visiting other websites that accept third-party ads, they will be impacted by adverts launched by the first website.
Thanks to this type of advertising you can optimise sales and marketing campaigns to the fullest – targeting an audience you already know is interested in your product or service.
Re-Targeting with Social Media
Social media is a great platform to run a re-targeting strategy.
Once you have run your initial video ad and checked the results, you need to create custom audiences. For example, a custom audience could be people who have watched 50%, 75% or 100% of your video, or clicked on your form but not actually made a submission.
Possibilities on this kind of advertising are boundless. Imagine you are running a video-based social media campaign and you initially reached 10,000 prospects. Only 0.2% of your total impressions convert into leads. However, 3000 prospects have watched 50% or more of your video adverts without converting. These potential leads aren’t lost, they have shown interest in your adverts. But maybe, they just need more information before converting into leads. Research shows users need 5 – 11 touch points before they trust a brand enough to show intent.
Targeting these groups of people again with different content is key to winning back potentially lost leads.
Facebook makes the re-targeting process extremely straightforward, from the creation of custom audiences to the detailed video metrics it provides.
An additional re-targeting feature is the Facebook pixel. Simple to install, the pixel sits on your website tracking all traffic. This data is automatically fed back to Facebook as a custom audience – allowing businesses to re-target a huge number of engaged users.
This kind of advertising is a really powerful tool to impact the right audience. Try to be creative, improving your results and grabbing your lost leads attention. Think about new products or services your clients haven’t bought yet and try to attract them with different content. This is the best way to keep your audience gripped and interested in your company.
Keep in mind that retargeting advertising is more useful the more traffic you have. That is the reason why retargeting should be part of a larger digital strategy and complemented with inbound marketing content, like for example video content.
Do you want to keep learning about how to use video in your sales process? Let’s continue on the following article: Step 4 – How to warm up your leads.
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