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everything you need to know about Facebook retargeting

Everything You Need to Know about Facebook Retargeting

Facebook Ads have become an increasingly valuable marketing tool, but one aspect that too many people are overlooking is the power of Facebook Retargeting. If you aren’t using it, or are still unsure of what it is and how it works, allow us to educate you.

What is Facebook Retargeting?

Retargeting isn’t new to the internet, Google calls this practice Remarketing and has been doing it for years, but Facebook only started using this tactic in 2012. Facebook Retargeting involves a customer visiting your website and not completing the desired action, such as making a purchase or contacting your company. That customer will later see an advertisement for your company on Facebook, prompting them to return to your website and, hopefully, follow through with the desired action.

How does this marketing principle work?

This is actually just a version of a basic sales principle. When a customer is interested in a product or service, they research it, but studies show that most consumers need a bit of a nudge to actually purchase something. Before, this was accomplished by a follow-up phone call or even an email. Facebook Retargeting allows you to complete the “follow up” by targeting your consumers on a website that most Americans already visit at least once a day.

Once a consumer leaves your website, if you don’t do any follow up, you can only hope that they will have the personal motivation to come back and make a purchase. However, retargeting gives you the chance to remind the consumer that you want their business. When a visitor views your site, a code is inserted into their browsing history. This code is later triggered while the consumer is on Facebook, prompting Facebook to show that consumer an ad for your company.

Facebook Ads already allows you to narrow in on consumers with specific interests, ages, locations, and more, but retargeting with pixels lets you hone in on an audience that you know has already shown interest in your company in the past.

Mobile Retargeting

Facebook Retargeting also gives you an incredibly valuable marketing tool that allows you to target people on their mobile phones. The large majority of Facebook users access Facebook on their phones while away from their computers, and many of them check out Facebook on their mobile devices more often than on their computers, so you have a unique opportunity to get your company’s ads in front of a solid audience.

Why it works for consumers

One of the main reasons Facebook Retargeting is so effective is that consumers don’t mind being targeted. While the idea of placing a code into someone’s browser and following them around the internet may sound a bit stalker-ish, consumers overwhelmingly report that they do not mind when they see retargeted ads on their Facebook. The chart below shows that the majority of consumers are neutral to the use of Facebook Retargeting, and 30% of consumers would actually be quite happy to see the ads. (Source)

It seems like Facebook users actually like getting a reminder to go back to a site they were previously browsing. Facebook Retargeting gives you a chance to gently remind consumers that the products they left sitting in their online cart are still there, waiting for them, and get them to come back to your site and finish the checkout process.

Huge Return on Investment Potential

Facebook has over 1.5 billion active users worldwide, with most of those people visiting at least once, if not multiple times a day. By focusing more marketing funds towards Facebook Retargeting, you can get yourself seen by the people who have already shown an interest in what you have to offer. In many ways, this is a passive way of following up with your customers in a way that not only saves you time (no need to write follow up emails or make phone calls) but also feels less intrusive to your customers, as you are reaching them while they are casually scrolling through a website they enjoy visiting, not filling up their inbox or voicemails with pushy-sounding messages.

How can I set up Facebook Retargeting in my ads?

The setup process seems scary and technical, but it is actually quite simple! Here are the steps:

Facebook ads manager

  1. Visit your Ads Manager on the left side of your page.


facebook ads manager main menu tools2. Go to the “Tools” drop-down menu in the upper left-hand side of the page

facebook retargeting pixels

3. Select “Pixels” from the menu

set up facebook pixel

4. You should then be directed to this page where you can easily create the pixel

5. The next steps are easy to do since Facebook guides you through the rest!

Note: you may need your web developer to insert the new Facebook pixel in your header.php file. It will take them no time!

Want to learn more about Facebook ad strategies and how to utilize Facebook ad tools to drive successes toward your business goals? Take our course Wednesday March 16th, from 8:30-11:30 a.m.! Tickets are available here.

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Top 6 Most Clickable Words on Social Media

Whether you are working on wording some informative text to go along with a shared link on Facebook or crafting the perfect Tweet in under 140 characters, it helps to know what is going to make people click in order to increase your click through rate. So what is it that entices people to make that subtle but oh-so-important switch from scrolling to clicking? In many cases, one of more of these 6 words or phrases will do the trick.

1. Top X Something. You see what we did there? This article started with Top 6, and here you are, reading it. Chances are, you clicked through to it, which just proves our point. The truth is, the people of the internet love lists, they just do. Reading long articles with only a few breaks between giant paragraphs?Ain’t nobody got time for that.

infographic-click-through-rate2. Infographic – What’s equal to or possibly even better than a list? Infographics! Tweets that include infographics get 832% more retweets than tweets with just images and articles alone. (Source) 832% is a pretty big deal. Bonus, turn your infographic into a hashtag, and you’ll reach an even wider audience.

3. How To – What good is the internet if it can’t teach you things? Think about how many times you have run to the internet for instructions. People love to treat search engines like their all-in-one handyman, advice-giving encyclopedia. So, give the people what they want and teach them how to properly do some stuff. Of course, you’ll want to make sure you actually know what you are talking about. Don’t advertise knowing how to teach a cat how to dance unless you truly know how to do that, because, honestly, that’s a serious situation and you can’t just be playing with people’s emotions.

4. You and Your – Make it about ME, and by me, we mean the reader. By using the words “you” or “your” you put the focus on the reader. Why should I click through? Oh you’re talking to me! It’s specifically and especially valuable and relevant to ME! I love me! I love bettering myself, thanks, super clickable headline!

5. Most – The people of the internet are not interested in average things. No one is clicking through when they see “10 Moderately Successful Female Entrepreneurs.” Now, if that headline said “The 10 Most Successful Female Entrepreneurs” the click through rate will increase significantly. The same goes for non-list posts, such as “The most adorable dog barking at a pumpkin” versus “Ok looking dog barking at a pumpkin.” (Side note: “Dog” is also one of the most clickable words on social media, but unless you’ve got the MOST adorable dog, don’t waste anyone’s time).

6. Video – When people don’t feel like reading, the word “video” calls out to them. Whether you work it into the headline naturally or stick it at the end, internet users tend to gravitate towards awesome video content. Consider something like “Check out this video showing how to teach a cat how to dance!” or “How To Teach a Cat How to Dance (#Video)” Video content calls out to the audience and, if it’s engaging, it’s likely to stay in their memory and get shared again. Keep in mind that only about 20% of internet readers will get past your headline, so you really need to wow them right away if you are hoping to get clicks. Try working in some of these clickable words, but avoid misleading clickbait. While something like “This dog will blow your mind!” might get a lot of clicks, if the content doesn’t properly deliver on that promise, the follower you tricked into clicking is likely to unfollow you. Always remember: clicks are great, but loyal followers are better.

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If you haven’t found success with Facebook, you may have skipped these important steps

 By Danni Eickenhorst (@STLDanni)

Facebook has the potential to be a game-changing social platform for businesses of all types, but as it grows in popularity, it also grows in complexity. For that reason, many businesses making the leap from traditional marketing to digital marketing find themselves overwhelmed. As corporate trainers specializing in guiding individuals and companies through the digital and social marketing realm, we are always looking for ways to simplify social media and the best way we’ve found to do this is by making people take a step back and consider the guiding principles apart from the ever-changing technology.

The principles of marketing have not changed – the methods have. Your marketing plan should be less tied to technology and more centered on the value and messages you’re providing and the behavior and needs of your audiences.

Consider for a moment the position of someone viewing an ad to like your page. Chances are that they fall into one of these categories:

  • A friend is connected to your page and in their mind has endorsed your brand
  • They have already had a brand experience and just realized they hadn’t connected to your page and want to stay in touch
  • Your page was served up to them by Facebook based on interest-targeting
  • They’ve generally heard buzz about your brand and would like to know more

Each of the categories above represents a different degree of connection – a different level of warmth to that lead. Studies consistently show that former customers that opt in to stay connected are going to be your warmest lead. They’ve purchased before and are likely to purchase again. These people are also most likely to convert into a brand advocate – liking, sharing and pushing your content on a variety of platforms because they love what you do. A 2012 study by Hubspot showed that people are 71% more likely to purchase a product or service when they are connected to your brand through social media. Yet another study revealed that that number increases to 80% if a friend or acquaintance has endorsed or reviewed your product or services positively.

When you are logged into your own Facebook account and you choose to connect with a brand’s page, whether you know it or not, you are saying, “I am cool with being passively marketed to.” Maybe you believe their information will provide some sort of value to your life, professionally or personally, but on some level, you’ve taken the next step to learn more about what they are offering.

Developing the Most Effective Target Profile

We mentioned earlier that, separate from a technological platform, your marketing strategy should focus on the needs and behaviors of your audience. This can be done by developing detailed profiles of your audience. These should include psychographic, demographic and community details. Without undertaking this exercise, every step you take after will likely be flawed, or less effective than it should be. This is the foundation of your marketing strategy. People often report that they don’t always see the return on investment (ROI) that they’d hoped with their Facebook outreach and this is in part because they did not spend the time they needed at this level, considering and developing an understanding of their various audiences’ needs and what value they are perceived to have – how they would go about providing a solution for those audiences through their product or service. <itemprop=”articleSection”>Community snapshot

Psychographic profiles

By psychographic, we mean that you will spend some time thinking about your audience’s experience and emotionally putting yourself in their shoes. Better yet, if you can feel what they are feeling, you will have a better chance at communicating a message that evokes an emotional response. A deep psychographic profile of your audience focuses on feelings, rather than facts. If you’re not comfortable with the idea of an emotional exercise, another option is to attend an industry event where many of your targets are in attendance and then to LISTEN. Hear the problems they’re working to solve. Decode the underlying needs they hint at it in conversation. Investigate to find out what keeps them up at night. Ask questions – but most importantly, LISTEN.

Demographic profiles

A demographic profile will consider their age, race, gender, occupation, interests, connections and relationship with your company. This will be key in Facebook advertising, which we will go through in depth later on today. This profile will tell you where you are most likely to find these customers. This data can be gathered from your Google Analytics Tools (Audience > Demographics) if you have them configured to gather this data. (If you don’t have that feature enabled, go enable it now for a future check!) Facebook also provides this information in the “Insights” area at the top of your page. Google’s information will be your strongest source, because they do a deep-dive into interests, technologies preferred, and more, in a way that Facebook does not yet offer outside of their paid tools. Your website data will also be stronger, because it will be more likely to paint a picture of a more interested consumer who has searched for your information and taken the time to engage with your brand on a deeper, more focused level.

Community snapshot

Finally, one tool that will help you develop an idea of where your ideal consumer “lives,” in terms of community, interests, businesses frequented, etc is Facebook’s Graph Search. This is a free tool provided to all Facebook users – and it’s likely one that you didn’t even know you had access to. Graph Search allows you to search phrases such as “Favorite interests of people who like PAGE NAME,” “Restaurants visited by people who like PAGE NAME.” and more. This will give you a sense of the communities they hang out in, what events you’re most likely to find them at and likely other insights, such as their general political or social leanings. This information can be used in a number of ways, including ad targeting. For more on Facebook Graph Search, click here.

Once you have taken the time to develop a well-rounded picture of your various audiences, you are ready to engage in marketing. You may also have a better sense of whether Facebook is where you will find that audience.

Truly impactful Facebook content marketing can be difficult to achieve and sustain. Just as with any other type of marketing, it’s all about being in front of the right people with the right message at the right time – but unlike many other forms of marketing, today’s digital platforms and the level of engagement are at the mercy of the platform developers and their overarching philosophy for what their channel should be used for – such as Facebook and Google., which both seek to provide users with the content they are looking to  The principles you followed to develop these profile are foundational for any marketing strategy, but they will remain the same, regardless of what changes Facebook, Google and other platforms will make in the future.

Developing an effective marketing strategy is an emotionally exhausting exercise at its best – a constant guessing game of intentions and actions, which we now must blend with data and analytics. Chasing a constantly-changing algorithm doesn’t make it any easier, but it is crucial to keep in mind that regardless of the way you format a post or how often you post, the most important part of your Facebook engagement is the value you provide and the way that you target that message. Rather than grumbling about the changes that are coming your way, it would the most productive use of your team’s time to roll with the punches and take the challenge to continuously develop stronger content. At the end of the day, their cousin’s cute baby will always out rank your customers’ interest in your brand – ALWAYS –  but Facebook is still an amazing tool to demonstrate your expertise, grow a brand – and, maybe as important as those – have some fun.

So, how does Facebook’s strategy of content delivery to their users affect you and your marketing strategy? I mean, right place, right time – right? Right – BUT if you take this thinking to the next level, you’ll quickly realize that Facebook users are primarily on Facebook to engage with their friends and family and to memorialize their own life experiences. They engage with brands because it is part and parcel of the Facebook experience – but a picture of someone’s adorable baby is always going to beat out your brand’s latest thought leadership blog. ALWAYS.