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The buying journey: The power of retargeting

Leopoldo Pirela

October 31, 2020

Retargeting, is it really needed?

Today, customers have many options to choose from when it comes to buying a service or a product. Think about the last time you were shopping on Amazon, or trying to book a hotel. How many hotel websites did you have opened?

Customers and potential clients are also doing this when it comes to choosing your product. 

But the ability to have many options available, have also made the buying journey a bit longer. Even though some people do not like this, it has helped to created long-lasting relationships between the brands and customers.

But for it to work, you need your digital marketing to have a few elements into place. The steps you are about to read will ensure you get to build a long-lasting relationship with your clients. It will help you to bring them back to your website even after they have closed your tab.

Before I go into that, let’s talk about the Buyer’s Journey.

What is the buyer’s journey?

Digital Marketer, does a great job at describing the buyer’s journey in as few words as possible. 

“The Customer Value Journey is about turning strangers into super-fans.”

In my own words, it is the steps your customers take from the time they hear about your brand, to the time they buy from you and start to tell people about your services.

The reason why it is so important is that as marketers, we have to ensure your brand can communicate with your target market on each step of their buying journey.

What I mean by this, is that the way we talk to someone who has just heard about you, will be different than the way we will communicate your services to a long term customer. Also, the platforms you will use will be different, so this is key at all times.

What does the buyer’s journey have to do with retargeting?

As marketers, we will work towards moving your customers from one step to the next. And this is done with the right retargeting tools and advertising.

Many businesses do not interact with their audience after they have closed their website’s tab. For many, that is the end of the relationship. 

The results of this are seen when a potential customer chooses another brand for a specific solution. With retargeting, we can put back the potential customer into the buyer’s journey.

So let’s talk about how you can do this.

Facebook Pixels

Facebook pixels are one of the most commonly used retargeting tools. 

If you have ever visited a website, and then noticed that you are seeing their ads on Facebook all the time, it means you have been pixelated (If this is even a word).

Facebook pixels will allow you to retarget audiences on Facebook and Instagram. You can create new audiences for your marketing using this tool.

You can also retarget people who didn’t finish booking an appointment, a stay at your resort, or visited a page but never called you back.

Google Ads – Retargeting

Google ads also allow you to retarget website visitors. You can easily sync your Google Analytics with your Google Ads account to create specific audiences of people who visited your website.

And just like with Facebook, you can create audiences of people who visited specific pages, who didn’t buy, who clicked on a menu link, and much more.

Emailing List

With platforms like Mailchimp, you can start a simple emailing list that will help you save tons of money later on. It is said that one email address is equal to twenty dollars or more.

The mistake many people make with emailing list is that they don’t take time to segment their lists.

Once you start to build your mailing list, you want to move people through the buyer’s journey. Most importantly, you want to add a tag or a note that will show you that person X, is no longer just a lead. Then, the content on your emails will change accordingly.

Bonus retargeting idea

Whenever someone gives you their email address, it means they are interested in you. Hence, it is key to keep building that relationship.

Emails give you the ability to build a mailing list, but you can do much more than this.

Did you know you can upload this list onto Facebook and create a specific audience? Now you can create ads and content that is targeting only those people whose email you have added.

The way this works is that Facebook matches those email addresses with the emails used by accounts in their platform.

Let’s wrap it up

Make sure your marketing strategy moves people from one step to the next. Remember, that you should be talking to your audience differently on each step of the way.

What is most important, is to know that people don’t buy right away. These days, we have to build brand relationships before we do direct marketing. A rule of thumbs to follow is to do 80% brand marketing and only 20% direct marketing.

Having these retargeting tools into place will help you build your customer’s journey.


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