Facebook Retargeting Tricks to Bring Customers Back into Your Funnel

Facebook Retargeting Tricks to Bring Customers Back into Your Funnel
Funnel Strategy November 14, 2016

Today we’re continuing on from our Facebook Ads series.

Right now, we’re leagues above many of our competitors in almost any niche.

And today, as all the pieces are coming together, you’re probably seeing just what I meant about maximizing our results.

We’re completely shaking up your sales funnel!

And to think, so much of this process is completely overlooked, even by the pros.

Well, in this final chapter of our Facebook Ad series, we’re unleashing one of the most powerful tools.

If you’ve never heard of retargeting, sit back, strap in, and get ready for an awesome ride.

And even if you’re familiar with the term, we’re going to see just how mighty this conversion-generator is, quite literally.

To give you just a taste of the revenue-building ability… according to research, customers who are retargeted convert 70% more often.

But the story doesn’t end there.

Many customers who see retargeted ads also report a positive reaction.

That’s some seriously extraordinary data.

Okay, okay! When do we start learning how to get these benefits for our own sales funnel?

Right now,

Decoding What Retargeting Is All About

Retargeting Concept

Probably the biggest question I often get about retargeting involves how it differs from targeting.

After all, didn’t we just spend plenty of time dissecting the targeting process?

How can things get any more refined than that?

Good questions.

And retargeting, in a nutshell, is about as simple as it sounds.

Somewhere along our sales funnel, we’ve connected with our potential lead.

Maybe they read one of our blog posts or they sent us their email address on a submission form.

Now, we’re going to target those same people again through the power of the Internet.

That’s it!

But while the concept is straightforward, some of the tricks to using it aren’t always as obvious. (And we’re going to get to a bunch of excellent ones.)

At the end of the day, sites like Facebook have given us the power to reconnect with our leads again and again.

You’ve probably even experienced retargeting a great deal yourself. Perhaps you visited a website and later, noticed a Facebook Ad for the same brand.

Or you got an email for your favorite line of clothing… right before being shown a Facebook Ad for their new series of shoes.

We’re still going to define our audience and everything that comes along with that process.

We’re merely going one step further here in some novel ways.

But by now, you’re seeing some of the possibilities.

And this way, with this tool, you’re always at the top of your potential customer’s mind.

Protip: If you weren’t convinced how incredible retargeting is, let me give you just one more authoritative number. Recently, 50% of marketers said they intend to increase their retargeting budget in the near term.

Setting Up the Retargeting Process on Facebook

Social network structure

So, there’s one facet of creating Facebook Ad campaigns that we haven’t touched on yet.

It’s one that is probably hands-down the most common complaint (even from regular, everyday users).

And that’s how complicated the actual interface can be.

Likewise, if you’re totally new to building sales funnels, it can feel overwhelming at times.

But I want to reassure you that it gets easier, and what we’re about to cover isn’t too difficult once you get the hang of it.

And you’ll end up loving how retargeting brings you cheaper, more effective lead generation.

Let’s start with Facebook’s Pixel.

This little piece of code… wait, what’s wrong?

Oh! I said the word “code.”

This is probably the part that scares off even the professional marketers (and why using retargeting is going to give us such an edge).

But now you can see why I warned you.

Though, this little piece of code lets you assess conversions across devices, strengthen our audience profiles, and enhance our customer experience.

Once you’ve generated your pixel in Facebook, all you must do is take the code and add it to your website or blog.

My biggest recommendation here, however, is that if you’re a bit hesitant on this step, there’s nothing wrong with hiring a freelancer to do it for you.

There’s plenty of them that are totally willing to do so, and it a snap for them to do it.

Once you’re ready, you’ll know you’re good to go, because Facebook will display a green dot next to your pixel.

Next, we’ll also want to do something like what we did in targeting, but with an added step.

But all you’ll need to do is choose who you’ll be retargeting and at what stage of your funnel it makes the most sense.

In our top tips below, we’ll look at some perfect spots to do so.

Protip: Just in case, if you’d like to wade into the coding process yourself (and really, if you’re tech-savvy, you’ll do just fine), check out our article on exactly how to get this done yourself.

Top Tips for Implementing Retargeting for Your Funnel

As we add retargeting into our sales funnels, remember what we said earlier: the goal isn’t always an immediate sale.

Instead, we’re only limited by how creative we can get.

If we’d like to build some more brand awareness simply, we can do that.

Or if we want to strengthen customer loyalty, there’s that too. Of course, there’s also retargeting for maximizing our sale conversions.

Website Marketing Concept Blackboard

Just remember: feel free to experiment with any of these ideas.

  • Your Blog Visitors

The first place you should start out for retargeting is on your blog. It might sound simple, but there’re two reasons that it’s so important. The first is that, with how much information we each consume a day, there’s a good chance someone might stop by for a second and then leave forever. Maybe they saw a cool image linked to your site or were curious about an article a friend mention to them. The best trick here is that you can use this to retarget them to yet another article that interests them, pushing them back into your funnel.

  • Anyone Who’s Abandoned a Cart

screen-shot-2016-11-14-at-6-11-56-pm

Believe it or not, countless hours of research have been poured into cart abandonment. And the stats involved are mind-boggling. Almost 75% of carts being abandoned! That’s some seriously lost leads right there. But with Facebook Ads, not anymore. Combine this one with a cart abandonment email, and you’ll be rocking.

  • Your Wish List Users

On a topic, like shopping carts, what about wish lists? They’re becoming more popular as the avenues to a final purchase become more complex. If you have a wish list system setup, you have some spectacular information about your leads right at your fingertips. By adding in some retargeting, you can remind them of those products or services they love. Even better, you can invite them to satisfy their window shopping urge by making a purchase.

  • High-spenders and Profit Maximizers

We’ve talked about average cart order and profit maximizers in the past, but retargeting takes it to a whole new level. Consider this example: let’s say you have an email database of past customers. You’ve taken note that a cross-section of them have something in common. They love love, love to shop. Why wait for them to stop by at your site again? Retargeting this custom audience is a clear-cut example of smart marketing.

  • Visitors to Your Landing Pages

screen-shot-2016-11-14-at-6-12-29-pm

As we’ve noted before (and has been noted elsewhere), landing pages are an excellent tool to use in your sales funnel. So hooking in a retargeting campaign for anyone who stops by one of your landing pages, but doesn’t make a purchase, is a valuable way to keep your brand in front of their eyes in the long term.

  • Your Opt-ins

And somewhat related to our landing pages, what about opt-ins? When they’ve signed up for, say your newsletter, you have a chance to retarget them now that you have their email address. By plugging that info into your retargeting campaign, you’ll be able to push out ads to them that are related to the specific content of those newsletters. That’s some powerful stuff there!

  • Leads for a Tripwire

When you use tripwires in your sales funnel, you’re doing something amazing. With a low-cost offer, you’re moving that lead from a potential buyer to existing customer. And because they’re now a customer, we’ve increased the chances that we can upsell or cross-sell them. Why not use a little retargeting on your leads to draw them into that tripwire? They’ve already seen your brand so that low-cost offer will be even more influential on them.

Protip: In wrapping up our retargeting efforts, I do want to mention one issue that causes marketers to stumble here. That issue is content fatigue. With all these powerful tools, it’s possible to show your brand too much, which will have the opposite effect that you want. As you use retargeting, taking a conservative approach is advised.

You’ve probably been retargeted too, once or twice in your life.

What was the cleverest form of sales funnel retargeting that prompted you to make a purchase?

ClickFunnels Action Steps

With ClickFunnels, setting up your sales funnel retargeting is a breeze! This guide will walk you through the process.

Step 1: Prepare your Facebook retargeting pixel

Step 2: Log in to your ClickFunnels account

Step 3: Head on over to your funnel

Step 4: Click “Edit Page” on your page. This example shows how you can add retargeting to your Sales Page.

clickfunnels-retargeting

Step 5: Click Settings > Tracking Codes

clickfunnels-retargeting-1

Step 6: Enter your Facebook Retargeting pixels and click Save.

clickfunnels-retargeting-2

You can do the same steps to any page on your funnel!

 

Written by Stephen Esketzis

Stephen Esketzis is Head Of Content Marketing at Clickfunnels. He is known as the 'Sales Funnel Architect' and is a specialist at using paid traffic to generate highly profitable sales funnels. You can also listen to his podcast 'Marketing on The Move' and look him up on Facebook.

One response to “Facebook Retargeting Tricks to Bring Customers Back into Your Funnel”

  1. Boberdoo says:

    Learned some new stuff with very detailed information.

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