Because it takes a lot more work to convince someone to buy something when it’s the first time they’re hearing about it.
If the thought of cold calling someone makes you want to run away, drop a “me” in the comments!
Well, online sales are no different. Selling something to a new audience, also known as a cold audience, takes more time, effort and money than selling something to someone who’s already heard of you and shown interest in what you have to offer.
In digital advertising, targeting a warm audience is called retargeting (aka remarketing). Your warm audience are people who have already gone to your website, liked your page, joined your email list or maybe watched a video. They have checked you out at least once, so they have shown interested in what you have to offer. You don’t have to convince them as much because they are familiar with what you offer and how you can help them. Pretty awesome, right?
And if you’re not a large business with hundreds of thousands of people on your email list and thousands of dollars a month to spend on ads, retargeting or reaching more people who have already shown interest is super helpful in getting more sales without having to spend a lot of money.
But you do need to spend a little money to do this because you can only target these warm audiences using Facebook & Instagram ads!
There are a few things you can do to start retargeting and converting your warm audiences into paying customers or clients.
Install Your Facebook Pixel
In order to take advantage of this retargeting opportunity, you need to have one very important thing on your website, and that’s called a Facebook pixel.
The Facebook pixel allows Facebook to see the behavior of customers and potential customers on your website so it can retarget them. A pixel is just a small snippet of code that is pretty simple to add to your site.
Now you will be capable of reaching your warm audiences.
Create audiences based on the actions your warm audiences have taken
You can create an audience for your ads based on your website visitors, page fans or followers, email list subscribers, past purchasers, people who have watched a video or responded to an event.
These audiences are your most valuable audiences because you don’t have to do a lot of convincing to convert them into sales. Seriously, if you’re on a tight budget, running ads to reach these people is where you should be spending your money.
Create a variety of ads to address different pain point and wants or desires
People have different reasons behind their purchase. For example, one person might go to a chiropractor because they have headaches and another person might go because they have back pain.
If you create several different ads that address different pain points and wants/desires, you can speak to specific individuals which will help convert them into a customer or client.
Retargeting is a massive digital marketing tool that gives you a leg up when you’re making sales online or generating new leads and clients for your business. Warm audiences are better than cold, and retargeting can help turn them from warm to hot, which means more sales for you!
Pixels, ads, and retargeting can be overwhelming, which is why I’ve put together a free mini-course on how to use Facebook and Instagram ads to grow your business!
[optin-monster-shortcode id=”wigk2htge9fzpuknvlwi”]Until next time… stay ambitious.
